1. Novel (preservation) Technologies
How to start with R&D: fully integrated pre-NPD
projects to learn and assess NT
Wouter de Heij
CEO TOP b.v.
Red, pink, and orange can mix
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

2. TOP - Value based knowledge company
NT
Applications
(food products)
TOP
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

3. TOP - Value based knowledge company
Efficient
(lower cost)
Cheaper ?
(same product) Rarely NT
NT
Applications
(food products)
TOP
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

4. TOP - Value based knowledge company
More Value
(new markets)
NT
Better quality More expensive
Applications
(food products) Positioning!
TOP TFA TFA
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

5. TOP - Value based knowledge company
More Value Efficient
(new markets) (lower cost)
Cheaper ?
(same product) Rarely NT
NT
Better quality More expensive
Applications
(food products) Positioning!
TOP TFA TFA
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

6. TOP - Value based knowledge company
• Small scale experiments
• Multi-disciplinary approach
• Focus on Novel Product Dev.
• Use NT knowledge available
• Development i.s.o. research
NT • Labjams (www.topfoodlab.nl)
Applications
(food products)
TOP TFA
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

7. TOP - Value based knowledge company
Food technology Marketing & Branding
Shelf-Life Communication
Food Design . NPD Positioning
Food Safety Food Trends & Research
“All Natural” www.foodforfood.info
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

8. TOP - Value based knowledge company
• Managing Director & Co-owner of TOP
• 25 persons : BSc / MSc / PhD professionals.
• Business oriented R&D&I service provider
• 60% (fresh-convenience) food producers,
40% equipment manufacturers (OEMs)
• Novel technology @ industry scale
• „Real‟ food applications & Introduction‟s
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

9. TOP - Value based knowledge company
WUR
NIZO TOP b.v.
Public & Basic Research Private R&D Private R&D&I
Juniors Mixed Only seniors
Publications + Report Prototype + Report IP, 0-serie, pre-launch
6000 FTE 150 FTE 25 FTE + 50 FTE
135-199 euro/hr 135-165 euro/hr 110-130 euro/hr
Only labs Also pilot-plant Small factories
Fresh Convenience
Double Secrecy
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

10. TOP - Value based knowledge company
• Food Design
• Process Development
• Innovation Management
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

11. TOP - Value based knowledge company
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

12. TOP - Value based knowledge company
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

13. Summary - The whole AMAP concept
RR O2 transmission
2
1 Just do it!
3
Produce packed
in tailor made
laserperforated film
Laser with OTR control
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

14. TOP - Value based knowledge company
Cheaper ?
(same product) Rarely NT
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

15. TOP - Value based knowledge company
Mark Bittman (The New York Times) :
“Finally, Fake Chicken Worth Eating”
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

16. TOP - Value based knowledge company
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

17. How new preservation will change the industry
>> 2 months
Longer shelf-life:
Quality
Pascalisatie
Taste
Health
PurePulse
Nutrition
< 10 days
AMAP & PermaChill
Shelf Life (days or months)
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

18. How new preservation will change the industry
>> 2 months
Quality Better Quality
Taste PATS
Health
Nutrition
< 10 days RF-inpack
IQD / mild drying
……
Shelf Life (days or months)
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

19. TOP - Value based knowledge company
www.topwiki.nl
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

20. Partners – PP with Pascalisation (e.g. tolling)
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

21. Partners – CWP with PurePulse (PEF 2.0)
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

22. TOP - Value based knowledge company
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

23. Food Innovation: single, double, triple innovations
Context Product Proces Ingredient Typering innovatie % nu
Current none: Roll-out, training, 40%
optimalisation
Current
New Substitution 10%
Current
Current Process improvement 15%
New
New Concurrent engineering 5%
Current
Current Gold digging 5%
Current
New Innovative substitution 10%
New 30%
Current Process-product 10%
innovation
New
New New System innovation 5%
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

24. Food Innovation: single, double, triple innovations
Context Product Proces Ingredient Typering innovatie % nu
Current none: Roll-out, training, 40%
optimalisation
Current
New Substitution 10%
Current
Current Process improvement 15%
New
New Concurrent engineering 5%
Current
Current Gold digging 5%
Current
New Innovative substitution 10%
New 30%
Current Process-product 10%
innovation
New
New New System innovation 5%
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

25. TOP - Value based knowledge company
Food technology Marketing & Branding
Shelf-Life Communication
Food Design . NPD Positioning
Food Safety Food Trends & Research
“All Natural” www.foodforfood.info
ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

26. ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

27. ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

28. ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012

29. ir. Wouter de Heij +31.6.55765772 - TOP b.v. - © 2012