Category Archives: Technology

SAP spells ‘Trust Me’: S-I-M-P-L-E

Say ‘SAP implementation’ to someone who has been through one and you are likely to get a look conveying some combination of pain, pity, terror and dread (and perhaps schadenfreude).

Enterprise Resource Planning (ERP) giant SAP recently announced an approach and suite of applications called ‘Simple’.

For a company with a reputation of being anything BUT simple, this casting-against-type positioning could be tricky business; successful transformation will not be immediate.

And one look at their recent 2-page WSJ ad indicates they may not yet be fully embracing this ‘Simple’ concept.

SAP

5 years ago Domino’s acknowledged that it didn’t taste as good as it should, and used this acknowledgment to justify a reformulation that was the focal point for a new campaign.  By many accounts, this bold ‘we sucked, now we’re better’ approach has yielded good results.

DominosCombined

But ERP software is not pizza – – with pizza, a $10 or $15 mistake and you’re on to someone else.

Do a search for ‘SAP Implementation’ and it’s obvious that the stakes are quite a bit higher – – not only $100 million or more, but years of organizational churn and resources, as well as lost opportunity if/when things go awry.  You can’t say ‘we know we’ve messed these up in the past, but going forward we’ll be awesome – trust us’.

A few examples here, some others below:
Avon Products halts an SAP implementation, leading to write-down of $100-125 million
– Waste Management and SAP in $100 million lawsuit
– HP claims $160 million damage from flawed SAP implementation
Select Comfort abandons SAP ERP implementation
SAP issues at Hershey prevents $100 million in shipments for key holiday
While client’s management often has a hand in screwing things up, at the end of the day, it’s SAP’s name in the headline.

SAP has chosen to own ‘Simple’ as its defining principle going forward.  In the ERP space, this is a compelling proposition. And some industry experts are cautiously optimistic.

But based on SAP’s history, it’s a tall order – – and prospective clients will certainly have a ’show me’ mindset.

Requiring 2 full pages to explain Simple is not a great start.

Unexpected game-changers for our future food supply

[NOTE:  If you are getting this post in an email, click on www.thearmchairmba.com to see the accompanying graphics.]

I recently participated in an IFT (Institute of Food Technologists) workshop on the long-term future of our food supply.  These are the same food scientists that midwived the difficult births of Count Chocula, Betty Crocker and Chef Boyardee, but they have also developed fortified, functional and better for you foods and beverages. And they play a critical role in defining our food future. (I previously wrote about IFT’s FutureFood2050 initiative).

chipotle2

Supply Chain as rendered by Chipotle

You may think: How complicated can food be? Haven’t we been farming, shipping, making and eating for quite a while now?

It turns out that managing the food supply to meet future consumer, economic and regulatory needs is about as simple as airline scheduling logistics.

ComplexFoodSystem

Supply Chain – Actual

And as the workshop revealed, it will only get more complicated going forward.  Why?

First, consumer demands continue to increase: lower cost, variety, customization, easier/faster shopping, nutrition, natural, sustainable…and of course great tasting. Not all simultaneously compatible.

Second, farmers, manufacturers and distributors are pressured to meet these needs and still make a profit.

Finally, innovations, often seemingly not food-related, will play a critical role as the food industry evolves.

This future could be very interesting.

Consider these trends /technologies that might impact the future of food, all of which are happening now:

Farm drones/robots/blimps – – to monitor crop conditions continuously, greatly increasing farming efficiencydrone-corn720x540

Resource-sharing – – rather than time-sharing a car, how about meat-sharing a cow?   More accurately matching supply to demand.

CowShare

Crowdsourcing product design – – leading to higher success rate of new products

CrowdSourceFood

Versatile manufacturing – – economical short production runs, allowing more customization

Urban farming – – new technologies enable repurposing declining urban areas (Detroit-like)

VerticalFarming

Automated delivery – – driverless delivery to homes (drones, copters) – taking cost and time out of supply chains

Rise of B Corporations – – (“a new type of company that uses the power of business to solve social and environmental problems.”) Transparency in social benefit, an additional differentiator.

B-Corp

Shorter IP protection – – forcing faster innovation and creating increased competition

Remote smell – – transmitting tastes/smells through the internet, making product development quicker and more successful. (Were this previously available, we may have been able to avoid Brussels sprouts.)

o-phone-smell-text-message-designboom03-300x200

oPhone

Genetic consumer cohorts – – low-cost genetic typing enables segmenting consumers by health-driven factors like allergies, facilitating meeting needs of key segments.

DNA

Expanded definition of acceptable food – – e.g. ground insects as source for cheap, high efficiency protein, creating an affordable ingredient for billions, and one heck of a marketing challenge for some.

Jiminy

What does all this mean?
Well, we don’t know yet.  That’s why they call it the future.

One set of outcomes could be:

  • Greater ability for consumers to quickly get foods customized to their wants/needs
  • More tools for farmers, manufacturers, retailers and distributors to drive down costs

A parallel set of outcomes could also be:

  • Benefits limited to those who can afford customization and speed (and the tools that enable them)
  • A more commoditized supply chain complementing the customized offerings, with lower cost, slower delivery and less choice – – for those who cannot afford (or just do not value) the more tech-enabled offerings

There would likely be huge collateral impacts, like increased complexity in regulation, labeling and distribution; new retailing models, etc.

Like it or not, food science and technology professionals will need to be prepared to meet these potential future challenges.

The rate of change in the food industry is accelerating.  I’m all for it, as long as there’s still bacon.

A Non-Techie’s Guide to the Internet Commerce Trade Show (IRCE)

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This year was the 10th anniversary of the Internet Retailer Conference and Exhibition (IRCE) and my first year of attendance.

IRCE logo

Trying to neatly summarize this sort of confab without a experience as an e-commerce operator is sort of like assuming you can translate Portuguese based on having watched the World Cup.  The show was large, chaotic and alien – sort of like walking into 100 Star Wars bars simultaneously.

So while I have decent e-retailing experience, I will not attempt to make sense of all of this.

But I do have some observations.

E-Commerce is based on a few simple objectives, not too different from the marketing funnel used for any other product marketing, but with different terminology:
– gain the right customers’ attention  (‘engagement’, ‘click thru’, ‘open rate’)
– encourage purchase (‘conversion’)
– efficiently delivering (‘fulfillment’, ‘final mile’)
– establish a relationship (‘customer experience’)
– encourage repeat purchase (‘loyalty’, ‘retention’)
– encourage WOM, referrals (‘evangelism’)
– etc.

Simple, no?  I mean, we all shop online, how difficult could it be?

Well, let’s illustrate some of the complexities using a typical grocery store as the template.  Imagine running this store.

This is a store where:
the store itself serves the entire world — yet it needs to be built to serve the right volume of customers profitably
– finding the store requires a guide — yet the description that will lead to your store changes every 6 months
– your most loyal customers can be lost if a competitor offers to carry the groceries to the car for free
one of your big vendors (i.e. ISP) can have a bad day and you are unable to open, with no control
competitors can pop up virtually next door – instantly – and go away just as fast
– about 4 in 10 customers fill up their carts and then exit the store, leaving the cart in the aisle
a person with bad intent could lock the doors of your store –  from thousands of miles away
your loyal shoppers are barraged with promotional messages from stores right next door – and around the world
your competitors’ customers don’t necessarily live nearby – – but you still have to find them
– some of your competitors sell products to an enormous store that’s in every market, and which sells them cheaper (hint: starts with an ‘A’)
– and all of this is changing at light speed — Yikes!

On the other hand, all is not lost.  Imagine if your store could:
remind customers when important events are, and even suggest items to buy for the occasion
– send customers totally personalized communications, including catalogs – – as often as you want, for almost nothing
make recommendations to your customers about what they might love, based on what they’ve already bought
– send customers not just promotions, but at the exact time that you know they typically buy, and the deals that they respond to
enable your customers to tell all their friends about your great store – – instantly, when they’re most excited
follow up every single purchase to make sure everything is ok
dress your store up for the holidays or another event – – instantly
change what your store offers based on what your customers are buying elsewhere
enable customers to order merely by touching the picture in the ad

This is the magic of e-tailing.  The ability to reach and influence is remarkable, and the rules are constantly changing.

Here are a few companies whose products looked interesting:

Ship 2 My ID – – from their website: “Ship2MyID is a social commerce enabler that will allow users to buy items online and send them to others without needing to know the receiver’s physical address. Both the sender and the receiver’s physical addresses are kept hidden from each other, and the receiver has to accept the shipment, ensuring security.”  Got it?  You give them your email or social media ID, they help someone ship something to you without their knowing your address.  yes, me too.

ShipToMyID

 

OrderGroove – encourages all-important loyalty by enabling subscription ordering (i.e. they figure out when you run out of vitamins, diapers, dog treats, whatever, and facilitate having the manufacturer send to you.)

Ordergroove

Bitpay – Still don’t understand bitcoins?  Doesn’t matter.  With these guys, your store can still accept them.

From their site:  “Instant conversion, no transaction fee, and bank deposits in US Dollars, Euros, GBP, CAD and more. We take the bitcoin exchange rate risk, your customers get the best rate on the market, and you get a payment you can count on, every time.”

Sounds pretty low-risk to me.

Bitpay

FeedVisor – Algorithmic Repricing for Amazon Sellers!   I will admit – – not 100% sure what these guys do.  Maybe not even 50%. There was a crowd of intimidating techies crowded around the booth so I just gave them wide berth and moved on.

Algorithmic Repricing

 

The IRCE show is one trade event that is actually worth attending every year, because you know that in a year everything will be completely different.

 

Top 5 Observations! – National Restaurant Show (Part 2)

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This is part 2 of coverage of the 2014 National Restaurant Association show – too much great stuff to fit into one post.

Screen Shot 2014-05-23 at 3.32.59 PM

I’ve ranked my top 10 observations; this post features my Top 5.

(If you missed my previous post, you can see #6-10 here).

Again, all links are live so please click through with abandon.

OBSERVATION #5.  School Lunch is a Battleground.

Remember when school lunch was a PBJ, apple and Twinkie in a paper bag or Superman lunchbox? How many ways would that not work now?

Two trends are making school lunch planning fiendishly difficult.

A) FLOTUS Michelle Obama’s Healthy, Hunger-Free Kids Act of 2010 sets limits for sodium, fat, sugar and calories, among other things.
– What’s happened is that compliant healthy meals are often too skimpy (or not tasty), kids are not eating them, and some schools are dropping out because they are losing money (even with subsidies).

Check out these funny-yet-sad tweets from kids complaining about their lunch offering:

Screen Shot 2014-05-23 at 3.22.14 PM

B) Separately, allergens (like nuts) are becoming more of a center of the plate issue.

The result of all this is that there were numerous products specifically positioned as not only allergen-free, but also satisfying the school lunch nutritional requirements.

Home Free, Skeeter and Funley’s are on the market touting such mouth-watering claims as ‘Nut Free’, ‘School Compliant’ and ‘Gluten Free’ and other ‘free-from’ things.   Which is a shame, because beneath those claims they all tasted really good – a message that seemed somehow forced into 2nd place.

Cookies

Separately, organizations like Wholesome Tummies are offering alternative programs providing ‘fresh, nutritious and exciting foods’.

There were a lot of school nutritionists asking lots of questions.  And ultimately the market will decide.

 

OBSERVATION #4.  Liquor-flavored meat.

With these two manly ingredients, how could you lose? There were quite a few examples of meat flavored with some sort of macho alcohol. We’ve seen things like Jack Daniel’s barbecue sauce for years, but these examples had the flavor infused into the meat.

A few examples:
Family Brands has just introduced meat products infused with Ole Smoky White Lightnin’ Tennessee Moonshine. You can get pulled pork, sausage and other products flavored with with regular, apple pie or other moonshines. They taste great, but don’t overdo it – – you may get Dukes of Hazzard flashbacks.

OleSmoky

– Over at Zoe’s Meats, they’re offering Ghost Pepper Salami with tequila

– And my friends at Kronos Foods were sampling their brand-new Beer Can Chicken, which I can testify is better than anything I get from my smoker.  Perhaps one reason is that they use PBA (Premium Brown Ale), while I use PBR.

OBSERVATION #3.  Food Trucks Mainstreamed.

Food trucks have long been thought by some of as being on the funky fringe of foodservice, operating from recycled ice cream trucks. Well, this year served notice that food trucks are now driving right down the middle of the road.

FoodTruck

FoodTruckInt

Several companies offered custom foodservice trucks, built to spec and coming in at around $150,000. These are impressive, well-equipped, heavy duty vehicles specially built to bring the finest cuisines right to your doorstep.

At that point, whether you go for kimchi, po’ boy, pupusas or paletas is entirely up to you.

 

OBSERVATION #2 – RUNNER-UP:  Kallpod.  ‘What’, you say?

How many times have you had an otherwise great meal spoiled by:
– waiting for a refill on your drink
– waiting for your check
– otherwise having your server disappear into the ether never to be seen again

Well, this tech innovation gets super-high marks because it focuses on diner satisfaction.   What a concept.

The best analogy for Kallpod is the ‘Call Attendant’ button in an airplane – – only in this case it’s on your restaurant table and it’s wirelessly connected to a special Dick Tracy-like device that your server wears.

Kallpod

The concept is simple: you hit a button (refill, check please, etc) and your server gets a small vibration/shock and message like ‘check, table #8’. How great is that?  Awesome, although possibly less so if you’re a server, I suppose.

Reminds me a little of the Burger King Subservient Chicken that was compelled to respond to commands from strangers (shown in redemption video here):

http://adage.com/article/news/burger-king-s-subservient-chicken-video/292953/

So Kallpod offers something for everyone:

– Diners get quicker, better service and for a select few, the opportunity to indulge hidden sadistic tendencies
– Operators convert more drink requests, and can turn tables more quickly
– Servers get the opportunity to see their guests more, and for a select few, the opportunity to indulge hidden masochistic tendencies.

Kidding aside, this is a palm-to-forehead great idea, well executed.

 

And the winning #1 observation at this year’s NRA is:  SCHMACON!  

Yes, Schmacon. It’s not a trend or even a fad, it’s the sort of cosmic occurrence that we unfortunately see all too infrequently in our short time here on this mortal coil.

Schmacon2

My first minutes at NRA, at 9am, took me directly into the olfactory territory that the modest Schmacon booth was invisibly marking.

Schmacon is ‘smoked and cured glazed beef slices’ , but think of it as beef bacon, which by one account tastes like ‘crispy glazed pastrami’ (thanks Kevin Pang). By all accounts it is delicious, as demonstrated by the growing line for samples (of which I had two, for research purposes).

In addition, it is lower in calories, fat and sodium than traditional bacon.  A bit ironically, it is not pork but neither is it kosher.  But who are we to quibble about a technicality?

Schmacon is from Schmaltz Products in the Chicago area – a company with a funny name, but serious deli DNA.

Schmacon was a Food & Beverage 2014 award-winner.  I took home Schmacon literature and a scratch ‘n sniff button to remind me of my experience.  It’s mostly just for foodservice now, but you can taste it for yourself when it hits retail shelves later in the year.

———–

So that’s it for the Top 10.  I do have some Honorable Mentions directly below:

Ice Beer.  Basically a beer slurpee, complete with alcohol.

IceBeer

 

Nutella Poppers.  Like little chocolate beignets – awesome (and proof that carbs are alive and well)

Carbs!

 

Neat meat replacements.  Mixes made from nuts, beans, grains and other ingredients.  Really tasty with great texture.

Neat

Poppies Dough.  Terrific products (but I’d be lying if I didn’t say I had a little Seinfeld moment…)

Poppies

 

Top 10 NRA Show Observations (Part 1)

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Once again, I’ve taken one for the team and walked the floor at the National Restaurant Association show (yes, that NRA; sorry Mr. Nugent).

NRA

Show Floor – 2014 NRA – McCormick Place

In addition to things I reported on last year, there are some exciting new offerings.

Because there’s so much cool stuff, I’ve separated my Top 10 list into #6-10 (today’s post) and Top 5 (coming soon).  So here we go.

[NOTE:  as always, all links and photos are live: click on them to learn more]

Observation 10.  Tea!  Tea!  More Tea!  – as you may recall, tea was originally introduced at the 3000 B.C. NRA show (held outdoors in Wrigley Field).

The news this year is that every time you turned around you bumped into another tea purveyor trying to look old and mystical and yet hip at the same time. (sort of like Cher? Keith Richards?)  Dozens of them. Perhaps it’s an echo effect from Starbucks’s Teavana venture.  Or maybe they’ve been there all along and I’m just noticing.  At any rate, hot or cold, flavored or straight, Oprah’s Chai Latte or not, prepare to be offered tea more and more often.

DavidsonTea

 

 

Observation 9.  Greater Sales through Big Data.    Have you heard this term before:  ‘big data’?  Of course you have.  Not to be confused with ‘Satisfying Customers through Big Data‘ (more on that later).  The restaurant business is increasingly swimming in POS data, and LOTS of companies are trying to use it to help restaurants pry every last dollar from your wallet.

Essentially it comes down to driving traffic, increasing loyalty, up-selling, and above all, getting you to buy more high-margin beverages.  You out there, experimenting with different restaurants and learning about different food cultures?  Well, STOP IT!  Do you want to be just average, or do you want to be LOYAL?  Yes, a restaurant-centric, not consumer-centric way of looking at things.

Screen Shot 2014-05-20 at 9.56.30 PM

One loyalty company called Paytronix allows operators to send geofenced messages (it is what it sounds like), lets them pay for food with their phones, and more.  Just when we thought our ability to actually communicate with each other couldn’t get any worse, there are now even more distractions available.

Paytronix also models guest behavior to project potential high-value customers and nurture them. Which of course sounds familiar, since the casinos have been doing it for years.  Except you will never be comped drinks and a hotel room in a restaurant.

Observation 8.  Responsible/Local Sourcing – Whether it’s produce, protein or grains, where food comes from is increasingly getting attention.  However, it’s one thing to say it, quite another to do it on a meaningful scale.  As Chipotle found out recently when they faced a shortage of ‘responsibly raised beef’, reducing your supply options means the margin for error shrinks as well.

HydroponicsScreen Shot 2014-05-22 at 5.10.14 PM

 

Observation 7.  Mobile to help back office.  Could there be a less sexy title?  Doubtful.  The point here is rather than ‘mobile’ being a buzzword but not really ready for primetime, Mobile is starting to be leveraged in a way totally relevant to the frenetic nature of hospitality.

One startup, Partender, has developed a mobile app to get real-time inventory updates for the bar area.  In the bar business, making money is a lot about tightly controlling inventory to keep service levels high, while making as much cash available for the important stuff: hiring trick bartenders like Tom Cruise.

Seriously, I saw this app at work and it is slick, intuitive, and totally appropriate for the use.  When inventory is sitting on the shelves, it’s hard to input with a fixed desktop or laptop.  Mobile is increasingly adding real value where it makes sense..

Screen Shot 2014-05-22 at 5.15.48 PM

Observation 6.  Plant-Based Dinnerware – compostable products have been around a while; this year there were more products that were plant-based.  Specifically, companies like World Centric and Vegware offer tableware, utensils, napkins, hot/cold cups, to-go packages and more made from things like sugar cane, wheat straw, and corn.  As volume increases, costs will come down and you’ll see more of this approach.

energy-savings

…But wait – – Now you can also get utensils that you can not only eat with, but that you can EAT.  Foodie Spoon offers a selection of different serving shapes (spoons, cones, shapes) that you can put stuff on, and then eat the whole thing.  Think of a mini-me taco.

FoodieSpoon
So next time you’re at a party and a waiter offers you an elegant canapé on a spoon, amaze your friends and chomp the whole thing down.  (But maybe check first.)

THAT’S IT FOR OBSERVATIONS 6-10.   COMING SOON:  THE TOP 5, which promises to be even more exciting.

In the meantime, a few bonus experiences from the show:

Silpat Girl

Silpat Girl

Espresso Cheese!

Espresso Cheese!

Stay tuned!

9.6 Billion Coming for Dinner – how can we feed them?

If you are reading this and you’re not hungry, be thankful.  If you are hungry, remember what it feels like, and get yourself a snack.  In either case it’s important that you then read this post.

There are expected to be about 9.6 billion people roaming the planet by 2050 –  35% above today’s 7.1 billion, growing 190,000 daily for the next 36 years.  Who’s going to feed them all?  This is a huge challenge – – we cannot do this on ramen alone.

A new initiative is exploring ways to fit everyone around that big dinner table in 2050, using solutions we can all live with.  It’s called FutureFood 2050.  More below, but it considers novel approaches such as 3-D food printing, leveraging the awesome power of the world’s women, and more.  

THE CHALLENGE

World Hunger

This issue starts with a large serving of irony:  according to worldhunger.org, about 900 million people regularly go to bed hungry – – about one in six people in developing countries.  Yet, we produce enough calories globally to feed everyone now.  (Daily per-capita food production in 2012:  about 2700 calories (FAO), more than the 2000-2500 recommended for adult women and men).

The problem, as we know, is partially one of distribution – the food may exist, but many people simply have no access.   Unfortunately there isn’t (not yet, anyway) a way to electronically transmit calories around the world.

Why is this so hard to fix?  We did figure out how to get creme filling inside a Twinkie, right?

Twinkies

Well, it’s just a little more complicated – – there are some major dynamics at work, including:
POVERTY.  Between 1-2 billion people live on $1.25/day or less, concentrated in Sub-Saharan Africa and South Asia.
CONFLICT/DICTATORSHIPS/CORRUPTION.  These isolate refugees, or divert needed aid, or both.
INFRASTRUCTURE. About half of the food grown in developing countries is wasted because of insufficient processing, packaging and storage capability.  And it’s often impossible to import due to lack of reliable transport.  Related to this is access to water; an estimated 800 million people don’t have access to clean water.
CLIMATE CHANGE.  Whether you call it Global Warming or not, extreme droughts, flooding and the like disrupt ability to grow crops efficiently.
ENVIRONMENTAL RESPONSIBILITY.  Industry faces increasing challenges in producing food in a sustainable, responsible way.  And there is a phenomenal amount of food wasted in developed countries.

THE PATH TO A SOLUTION WE CAN AGREE ON

Swaminathan

The most important step has been recognizing the problem.  Importantly, the UN, through its Food and Agriculture Organization (FAO), has conducted World Summits on Food Security to develop policy solutions to solve hunger.

But that’s at a policy level –  ultimately consumer acceptance, with willingness to compromise, is key to program adoption.  And that’s not always easy.  There have certainly been some dramatic food-centered communications over recent years.  But they’re often at either end of the ’science is always bad’ or ’science is the only solution’ spectrum.  In reality, most actions balance benefit with consequences; progress is made by objectively agreeing on serving the common good.

So how can we identify programs that we can all live with?  I think we can agree that this is a problem worth solving together.

The Institute of Food Technologists (IFT) has created FutureFood 2050 to take the discussion out of the conference rooms and to the people, to create an open dialogue and ultimately workable solutions. 

[IFT has 18,000 global members; they are often thought of as food scientists but their purview also includes most of the food supply chain.]

FutureFood 2050 will work over the next 18 months or so, featuring 75 conversations with the world’s leading independent-minded thought leaders, about how they think we can get to a healthier, safer and better-fed planet.  These opinion leaders will include policy makers, cultural influencers, scientists, engineers, avant-garde chefs, entrepreneurs, and more.

The first three interviews, covering 3-D food printing, leveraging the power of women, and an ‘Evergreen Revolution” (agricultural productivity without ecological harm) are already available on the website: www.futurefood2050.com.  Very interesting reading.

These interviews will then be distilled into a documentary by Scott Hamilton Kennedy, an Academy Award-nominated director, to be released in 2015.  As he said in an interview recently: “the hard part isn’t getting great content, it’s ‘how do you fit this amazing conversation into just 90 minutes’?”.

2050 seems a long time away, but world hunger is a massively complicated problem to solve, and it’s not too early to start.  Keep your eyes open as new interviews are conducted – – ultimately solutions may well come from the most unlikely places.

And once we solve that, we’ll work on getting the Cubs into the World Series.

What is Velcro doing in my kitchen?

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Recently during a demanding session in my exciting new role as Observer in the kitchen, I noticed that a plastic pouch of Lundberg Family Farms Rice had a Velcro closure!  Velcro® PRESS-LOK™, to be accurate, according to the logo printed on the package back.  (technically speaking, PRESS-LOK™ uses a hook-and-hook approach rather than the original Velcro hook-and-loop).

Velcro PRESS-LOK

Velcro® PRESS-LOK™Velcro2Branded ingredient logo

Like you, I’m used to seeing Velcro in jacket closures, little people’s shoes, the IPass transponder on my windshield, wallets, and a zillion other things.  ZZ Top even had a song called ‘Velcro Fly‘ but I’m not sure what they were specifically talking about.

But I’d never seen Velcro used in a food product before.  Why is this, and is it a good idea?  Does a Velcro logo on the package back do anyone any good?  Do I want to be thinking about muddy, stumpy little shoes when I’m (watching someone) chopping kohlrabi for dinner?

Velcro adds value to lots of products, but air- and water-tight seals have never really been part of the equation.  If it’s my food, I want that seal to be so impermeable that if called on to do so, the package swells up like a dead opossum once it goes past the sell-by date.

So, here’s my take.  In short, for ingredient branding to work there needs to be a meaningful new consumer benefit, or strong marketing support, or both.  This arguably has neither.

1) Expanding its applications to foods could be a nice business opportunity for Velcro — but there’s no guarantee.
If PRESS-LOK doesn’t work beyond the relatively unchallenging demands of a benign product like rice (or more importantly, if consumers don’t think it does), PRESS-LOK for food might go the way of the infamously loud, late and great compostable SunChips bag from Frito-Lay – – the answer to a question no one asked (not that you could have heard them).  (F-L Canada at least offered consumers earplugs.  But I digress…).

sun chips earplugs 2

2) This is not likely to bring ’em to the store 6-on-a-mule for Lundberg Family Farms Rice.  You can’t see ‘Velcro’ on the package front (in fact, you can’t even find it on their site), so it’s unlikely to generate new triers.  And one has no idea of what added benefit having a Velcro closure provides.  So any benefit to Lundberg will be if the Velcro closure provides an incredible consumer experience.  But it’s hard to imagine that happening, this being rice and all.
On the other hand, if Lundberg ever wants to sexy up some rice, they need only look to our German friends for how to inject a little Verführung in their brand messaging.

http://www.youtube.com/watch?v=wv6WETcb_pM

Net, from an ingredient branding standpoint, this ends up as perhaps a base hit but not a big deal.  Yes, you’ve now got Velcro introduced into the conversation in a food context, but it’s kept really low-key and the advantages of using Velcro in food packaging are never made clear.  So it’s an interesting alternative to the ubiquitous zip-lock closures but not likely the next Intel Inside.   (For those interested, Landor published a very good article on ingredient branding not too long ago.)

As for me, it’s time to grab a beer, today’s paper, drag my stool over to the kitchen, and get to work.