By investing in collaboration to build a strong ecosystem, the agri-food companies can create new opportunities for innovation. The cooperation makes developing, maintaining and sharing knowledge easier and increases the optimal functioning of the value chain. Companies in an ecosystem together can devise better solutions that are differentiating and potentially cheaper. For example, in the high-tech industry cooperation in the ecosystem delivered good results. By considering a wider range of suppliers in other industries and forming new collaborations, the agro & food companies can build their own new ecosystem. In this way they might be able to apply a technology that is used in another industry to a solution for the agricultural and food industry.

1. More innovation in Agri & Food
by collaborating
in a new ecosystem
Nur America Automation in Agri & Food
Director 6 March 2013

2. What is a business ecosystem?
James F. Moore’s definition
• An economic community
• Produces goods and services of value to customers
• Customers are member of the ecosystem
• Includes suppliers, lead producers, competitors, and other stakeholders
• Members coevolve their capabilities and roles, and align themselves with
the directions set by one or more central companies
• Members move toward shared visions to align their investments
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3. High-Tech Systems – Eco System
OEM Simplified innovation process
Development
Marketing
Conception Engineering
Production
Sales Customer
Value sourcing
Tier 1 ….
High-tech Partners
Tier 2 ….
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4. High-tech Systems - Eco System
ASML example
ASML
Own R&D Specification Marketing
Conception
& Integration Sales Customer
Farmout OEM
outsourcing Wafer stage
module
Tier 1
Consortium
Tier 2 ….
An ecosystem which supplies and maintains world class technology
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5. High-Tech Systems – Eco System
Collaborative Product Innovation Clusters
Market Pathology slide scanner Phenom - Table model electron
microscope
Life Sciences
Lunaris – Digital inner layer printer
Industrial
An ecosystem which creates
Manufacturing
products for different industries
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6. High-Tech Systems – Eco System
Collaborative Technology & Product Innovation Clusters
Market Solliance Atomic layer deposition machine
SoLayTec
Solar
An ecosystem which becomes globally important for the solar industry
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7. High-Tech Systems – Eco System
New OEMS – New Leaders
Market R&D partners
Solar
Partners
45% ownership
Suppliers
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8. Innovate more
Increasing challenges Collaboration / Partnerships
Technology
Complex
Higher integration
Specialization
Requirements
Higher demands
Sustainability
Innovation down in de value
chain
Need for collaboration
Critical mass
Larger scale
Costs Special competencies
Price pressure Open innovation
Supportive roles
Competition
Global competition
Innovation
Innovation services
Business model New products and
New products and services
Share responsibility, risks, New markets
New markets
investments and results
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9. Global Agri & Food Industry Trends
• Non cyclic Industrialized Countries Change
• Easy Meal Solutions
• High volume • Smaller portions & Conv. Packaging
• Global • Retailer power & cost drivers in the
value chain
• Worldwide increasing • Fresh distribution
• Food Safety
competition • Import
• Changing market • Sustainability
• Steady growth Emerging Markets Growth
– In 2050, a population of 9 • Fast food restaurants
billion critical consumers • Modern retailing
• Export
• Frozen distribution
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10. Food Producers
Excluding beverages
Global players
Irvin & Johnson
Regional players in developed markets
Emerging market food companies
CP Foods
Produkti Pitania
Mironovsky Hliboproduct
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11. Food Processing and Packaging
Equipment
• Market for food processing and packaging equipment is
approx € 2-3 B/annually (CAGR of 5-6%)
• 60-70% of the technology suppliers are located in Europe,
where of a majority in The Netherlands and Germany
• These (Dutch) companies represent
> 70% of the industrial slaughter equipment market
> 60% of the industrial processing equipment market
> 70% of the industrial egg handling equipment
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12. Food Industry – Processing Line
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13. Dutch Agri & Food Industry
• Turnover € 48 billion (10% of
Dutch economy) Food companies
• € 29 billion: primary
production, food processing Employees # turnover
industry and suppliers 0-20 3395 (81%) 6%
• € 19 billion: distribution,
retail, restaurants 20-50 425 (10%) 9%
• 8 food companies among the top 50-250 315 (7%) 34%
25 largest Dutch companies >250 75 (2% 51%
• 4 companies among top 30 food
companies (Heineken, Unilever,
Friesland Campina, Vion)
• Number 6 in EU in turnover
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14. Agri &Food Industry – Eco System
Value chain
Unprocessed
Fresh packed
Retail
Wholesale Consumption
Primary production
Food Service
Processed
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15. Agri &Food Industry – Eco System
Value chain and suppliers
Own R&D
Unprocessed
Fresh packed
Retail
Wholesale Consumption
Primary production
Food Service
Processed
Intelligent kitchen
appliances for
Own R&D Focus areas meal preparation
Global players
Local players
Supplier of Supplier of
SME’s with R&D machine … machine
•Machine development
•Packaging
•Ingredients
•Analytical support Supplier of Supplier of
technology
… technology
Suppliers within the Food Industry
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16. Agri &Food industry – Eco System
Equipment suppliers
OEM Simplified innovation process
Specification Marketing
Conception Own R&D
& Integration Sales
Engineering/
Supply chain mgt
Tier 1 ….
Suppliers
Tier 2 ….
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17. Agri & Food Industry
Innovation Drivers
Retail
Primary production Processing Wholesale Consumption
Food Service
Raw Increased Healthy population Customer needs
materials productivity/lower Fighting food related illnesses Tasty, convenience,
Functional foods variety, healthy, safe,
Scarcity costs Personalized food quality, affordable,
Alternatives Efficient production
Increased yield processes Healthy products sustainable
Pre-processing Process automation
Import & Export
Sustainability Cheaper transportation
Lower energy
Tracking systems
consumption Biodegradable packaging
Reducing waste Biorefinery
Information technology, life
Product and process sciences, nanotechnology Alternative sales channels
innovation (digital, marketing innovations)
Consolidation and
cooperation
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18. High-tech in Agro & Food
Examples (1)
Plastic analog-to-digital converter (ADC) in food packaging
to decrease food waste (TU/e)
• Plastic sensor to test whether the food is still safe to eat.
• The plastic semiconductor can even be printed on flexible surfaces.
• Costing less than one euro cent within reach.
• Four components: the sensor, an amplifier, an ADC to digitize the
signal and a radio transmitter that sends the signal to a base station.
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19. High-tech in Agro & Food
Examples (2)
PlantEye tool for evaluating and control of plant growth (Phenospex)
• PlantEye automatically scans complete fields and displays the daily change of
plant height, leaf area and leaf coverage.
• Scanning with a resolution of 1mm using a laser scanning technology. All
information is synchronized automatically with the Terminal and HortControl via
Wi-Fi.
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20. High-tech in Agro & Food
Examples (3)
Fruit packaging machine (Acro / Visiomatics)
• Automates packaging process of apples, based on vision and sensor
controlled robotics
• Ensures that
- apples of the same quality in the packaging come
- apples with the bloom facing up and the stems in the same direction
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21. High-tech in Agro & Food
Examples (4)
3D Food Printing : starting with basic ingredients,
using printing or deposition technologies
a. Toffee b. Heat- c. Chocolate d. Cake shapes e. Edible shapes
structure sintered form produced of 25 mm width formed from
formed by Nesquik by single head with embedded insect powders,
heat-sintering shapes, TNO extrusion graphics, formed firming agents
consecutive by twin head and flavoring
layers of sugar extrusion and
crystals post-deposition
cooking
Source: Trends in Food Science & Technology Volume 27, Issue 2 2012 66 - 72
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22. Collaboration within Agri & Food
Collaboration Defining strategy with partners
12% Horizontal 34% None, within company
24% Vertical 48% Partially, most important
36% Horizontal & vertical decisions within company
17% Specification situation 15% Partially, alignment with
11% None partners sought
04% Fully
Source: Berenschot AgroFood Strategy Trends 2012
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23. SMEs focus in Agri-Food
• 73.8 %: Innovations in the market and
value chain
• 72.9 %: Improving efficiency
– saving energy
– more efficient use of land, raw materials and
water
• 70 %: Developing
healthy food
Source: Food en Nutrition Delta questionnaire
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24. About Newness
• Stimulates the growth and the competitiveness of
enterprises by providing them with expertise
• Supports innovations for
– new products
– new markets
– new business models
– new eco systems
• Markets
– high-tech industry
– agri & food industry
– energy industry
• Supports cross-industry innovations
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25. Newness brings
• Hands on industry experience on
– market positioning
– business strategies
– new business development
– starting partnerships
– cross-market innovations
• Knowledge on High-tech, Food industry and Energy
– value chains
– product creation
– trends
– eco systems
– technology domains
– business processes
• Knowledge and experience with state of the art methods and tools
– business model innovation
– new business development
• Network
– specialists
– contacts in the industry (international)
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26. Thank you Newness
Zandgolf 30
5658 AJ Eindhoven
The Netherlands
Contact us:
www.newness.nl
info@newness.nl
+31 650643341
Follow us:
@Newness_nl
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