The Rural Voice, 2002-07, Page 48AgriTech
Seeking assistance for innovations
Janice
Becker is a
computer
enthusiast
and
journalist
living near
Walton, ON.
At one time or another, everyone
who runs a business has had a
problem for which they sought a
solution. Some might find the answer
through commonly known initiatives
while others must seek innovations of
their own. And, it may not be that an
alternative piece of equipment is
needed, but perhaps a new way of
doing business.
The internet has become one of
the most startling examples of such
innovation in recent times. However,
learning how to use the resource
effectively is a hurdle to be
maneuvered.
I located Agrifood Innovations at
www.agrifood.com, which is a
Guelph -based consultant agency
focusing on technological inno-
vations in agriculture, food or bio-
technology. Directors with consid-
erable education and experience in
the agricultural sector, including
executive manager Vincent Amanor-
Boadu, formerly of the George
Morris Centre, lead the agency.
Though obviously personal
contact is required to gain specific
assistance with a particular case,
perusing the website outlines just
what Agrifood Innovations does.
I found one quote that seemed to sum
up Agrifood Innovations' philosophy
— "transforming ideas into value".
The company has surveyed con-
sumers to determine trends and pref-
erences that can assist in developing
appropriate marketing techniques.
One result that may surprise some
is that price is no longer the most
compelling factor for consumers'
choice of food products.
Environmental concerns, food
safety, animal welfare, health and
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•
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44 THE RURAL VOICE
nutrition are all factored in. It was
discovered that consumers are willing
to pay a higher price for quality and
knowledge of product history, such
as the source of the meat.
To be competitive in today's
market, Agrifood Innovations says
food manufacturers must find ways to
differentiate themselves from mass
marketers. They cite the organic food
and non-GMO industries as examples.
Another concept from Agrifood
Innovations is their VentureLabour
model which helps entrepreneurs take
an idea through domain knowledge,
enables them to transform tech-
nology, gives them the strategy to
manage and, when needed, can aid in
acquiring finances.
Compensation for the company's
investment is based on the value
created due to that investment which
may be in any combination of equity
and cash, whichever works best for
the enterprise.
Aside from consulting and e-
business development, the company
also hosts sites and provides
networking, offers Think Pieces —
position paper and research reports
and has a Thought Circle for
members which allows access to
trend reports, industry forecasts and
invitations to conferences.
Among their clients are Fortune
500 companies such as Dupont as
well as smaller organizations such as
Cobi, a vegetable processor in
Southwestern Ontario and 'ichef, an
online recipe site with helpful
suggestions for entire menus, wines
and cooking accessories.
Check out Agrifood Innovations if
you have an idea or are looking for a
competitive advantage in the 21st
century business environment.
Are you using "Manage the
Farm", a purchasing and information
management system? Let me know.
I would also be very interested in
hearing from anyone who has
updated, improved or altered their
agricultural (or associated) operation
through the use of other innovative
software or hardware. Contact me at
jlbecker@wightman.ca or through the
Rural Voice office, with topic
suggestions or feedback.0