IFPRI - Strategic Role of SMES for Food and Ingredients in the India Pulse Innovation Platform, L Dube

Strategic Role of SMEs For Food And Ingredients in the India Pulse Innovation Platform

Laurette Dube, Srivardhini Jha, and Tribhuvan Nath

India Center of Excellence in Convergent Innovation

Pulses for Sustainable Agriculture and Human Health Conference

IFPRI, New Delhi May 31- June 1, 2016

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Insights from an early CI collaborator

“It is tragic that as Western capitalists we have implicitly assumed that the rich will

be served by the private sector, while governments and NGOs will protect the poor

and the environment. This implicit divide is stronger than most realize. Managers in

Multi National Corporations, public policymakers, and NGO activists all suffer from this

historical division of roles. A huge opportunity lies in breaking this code — linking the

poor and the rich across the world in a seamless market organized around the concept of sustainable growth and development.

“Collectively, we have only begun to scratch the surface of what is the biggest potential

market opportunity in the history of commerce. Those in the private sector who

commit their companies to a more inclusive capitalism have the opportunity to

prosper and share their prosperity with those who are less fortunate.”

C. K. Prahalad

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Convergent Innovation:

Tweaking How We Build Market and Society in Both Modern and Traditional Worlds

Innovation

Health of Economy

Health of Environment

Health of People

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Food people are willing and able

to pay for

Food people want

Food the farmer and value chain

are able and willing to produce

Food the planet can sustain

Food people and society need

Consumer Patient Citizen

Transformational innovation platform to produce, promote and consume pulse food that sustains the health of people, health of the environment, and health of the economy

Strategic Engagement by Private Enterprises

Cross-sector Collective Action

Digital Infrastructure

Outcomes For Health Of People, Planet and Economy

Technological Innovation

Social Innovation Institutional Innovation

Value chain and business models

Organizational and network forms

Financial models

Norms and other informal institutions

Policy and other formal institutions

Consumer choice/Market

architecture design

Agriculture inputs (seeds, fertilizer, farm

equipment)

Food processing/ distributing/ sensory

technologies

Nutrition and healthcare

3 CI Pillars

4 CI Enablers

Convergent Innovation (Dube et al. 2012, 2014, 2016)

Deeps Insights on Human Behavior

CI: Increasing Share of Commercially Successful Food Innovation at the CI Sweet Spot in Markets and Diets around the world

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21st Century Demand Drivers

6 Source: Conférence de Ted Bilyea (CAPI), Growing forward in a volatile environment, Janvier 2012

Food security

Food safety

Nutritional value

Taste & Convenience

Price

Sustainability

Ethics

Organizations Engaged in Early PIP Development

Pulse Innovation Platform (PIP): An Ecosystem to Transform

Traditional and Modern World through Food

Pulse&Innovation&PlatformInvited&Members

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Partners(for(CI(Accelerator

The$partners$will$include$the$following$organizations:

! Global(and(national(farming(organizations(in(nutritious(agricultural(commodities

! B2B(companies(supporting(the(food(sector

! Global(and(National(food(companies

! Food(SMEs

! NGOs

! National(and(international(industry(associations(for(various(commodities(Universities(and(Research(institutions

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Pulse$as$the$first$activity$stream$at$CI$Accelerator:$Interested$Partners$

Partners(for(CI(Accelerator

The$partners$will$include$the$following$organizations:

! Global(and(national(farming(organizations(in(nutritious(agricultural(commodities

! B2B(companies(supporting(the(food(sector

! Global(and(National(food(companies

! Food(SMEs

! NGOs

! National(and(international(industry(associations(for(various(commodities(Universities(and(Research(institutions

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Pulse$as$the$first$activity$stream$at$CI$Accelerator:$Interested$Partners$


to pay for

Food people want




Food people need

Consumer

Patient Citizen

One-World Convergence of Agriculture, Health, and Wealth Global PIP (Innovation and Marketing Services; Global Policy

Support)

Country 1 PIP (Local Policy

& Operational support)

Country ‘n’ PIP (Local Policy &

Operational support

……

SMEs in Country 1

SMEs in Country n

…… MNCsFood companies

Pulse-based Food Innovations

Pulse Innovation Platform (PIP)

• An open invitation forum where members network and connect to identify bottlenecks hindering innovation for farm- and food-based solutions to diet-related problems, and build capacity beyond what individual members can achieve alone.

• Launched on the occasion of the International Year of Pulse 2016.

• Convenes partners from academia, private, public, and civil society actors in farm, food, and health sectors.

• Supports pulse-based innovation in both emerging economies and industrialized countries through a consortium based initiative.

• Seeds behavioral changes and ecosystem transformation to increase supply and demand for pulse-based products and foster food innovation to address food insecurity, NCDs, and lagging productivity and economic performance in the agri-food sector.

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Multi-Layered Platforms for Aligning Supply and Demand for Pulse Food at the CI Sweet Spot

Firms, NGOs, Industry Organizations, Research institutes, Government agencies, etc.

Public Value Creation

Homogenous Network

Public Value Creation

Heterogeneous Network

Private Value Creation

Heterogeneous Network

Private Value Creation

Homogenous Network

Platform layer

Projects and Governance

Legend: GM stands for Governance mechanism

Common Pool of CI Capacity Building and Flagship Projects

2016: International Year of Pulses

• IYP Launch Rome • IYP Launch NYC

- Luncheon at the UN Headquarters in New York City with Ambassadors and media launch with 100 media guests

• Pulse Feast – January 6 - As a way to kick off the global IYP celebrations, Global Pulse

Confederation is organizing a Global Live Stream event called Pulse Feast

• Pulse Brand User Guidelines - Global Pulse Confederation

2016

“The time has come for the nutrition community to start talking about food rather than nutrients.” – Klaus Kraemer – Sight and Life Who we are

A socially conscious food company; responsive, efficient, innovative and customer focused. MotherFood is

developing convenient, affordable, nutritious, fortified food with taste profiles that meet local dietary needs,

formats and flavor profiles.

Our Goal

Malnourished population need to be viewed as 'consumers' and their local tastes, produce, spices,

production methods and preferences need to be included in the development of nutritious solutions, as well

as recognition of the broader problems affecting their families and villages.

Our Partners

We are collaborating with nutrition experts, NGOs, chefs, food industry leaders and manufacturers, local

small-holder farmers, cooperatives, management consultants and academics on food innovation,

fortification and distribution as well as pregnant and lactating women in developing countries to optimize

our products

Motherfood International is a Flagship Initiative for Global PIP spearheaded by MCCHE

The MotherFood market-based approach

• What - Maternal and fetal malnutrition leading to maternal and infant mortality, stunting and the

intergenerational transfer of poverty and hunger

• Where – Global; concentrated in southeast Asia, Africa, South America. Rural regions in particular.

• Why - Diets lack full spectrum of essential nutrients and micronutrients, particularly iron and

folate. Current nutritional solutions are not tailored to local tastes and formats.

• Solution - Nutritious and delicious, convenient, affordable, fortified, locally flavored foods for

vulnerable populations - pregnant and lactating women and their babies in particular.

• How - Prototype products developed in North America with input from local partners and

international nutrition and flavor experts. Tested in regional field trials for acceptability. Technology and recipe transfer to be manufactured by local toll manufacturers and distributed by local women's cooperatives.

Strategy:

Nutrition:

Data:

Product

Development:

Flavors:

GO TO MARKET STRATEGY

Identify regional distributors & partners RGC Coffee, Guts Agro, Sight and Life

Nutritional guidelines McGill University / GAIN / Sight and Life / Pulse Canada

Flavor and format selection Firmenich, McGill, Sight and Life, local partners and

customers

Develop products Noble Foods, Rosehill Foods, Agri Trade Canada

Field trials

Local distributors and NGOs

Finalize flavors, format and pricing Bars, porridge, instant meals etc…

Identify local toll manufacturer

Full scale production

Motherfood International is now developing and testing the following products for pregnant and lactating women:

Colombia Corn & Coconut flavored granola and soy protein bars

Ethiopia Chick peas, Barley & Sorghum Porridge

Uganda Tropical fruit & Peanut granola bar

India – Potential Products

Instant mix, specialty foods suitable for the whole family -Sweet Premixes: Barfi, Halwa semolina, Ladoo, Panjiri, Dalia, Ksheera, Sukri -Savoury instant meals: Moong dal khichdi (rice and lentils), as a full meal or starter kit. (rehydrated in boiling water in 8 to 10 minutes ) Supplemental snacks for pregnant and lactating women (savoury and sweet) - Compressed Nutrition bar - Murmure all 3 flavors (puffed rice) - Dehydrated pulses + fortified grain blends in instant single serve sachets (savoury)

Flagship-building SME Network for Addressing Mother and Child Nutrition

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Canada

India

Ethiopia

India Pulse Innovation Platform (PIP-India) A Collective Ambition to Scale up and Bridge

Poverty Alleviation, Nutrition, Health, and Wealth Creation in Rural and Urban India through Food Convergent Innovation

Innovation

Health of Economy

Health of Environment

Health of People

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to pay for

Food people want




Food people and society need

Consumer Patient Citizen

Transformational innovation platform to produce, promote and consume pulse food that sustains the health of people, health of the environment, and health of the economy

Pulse Convergent Innovation Flagship Projects Cluster Modernize Traditional Pulses to Better Compete with Modern Western Food

• India pulse heritage scouting and characterization on CI dimensions, starting with nutrition and environment footprint

• Pulse food CI competition – Yearly national school competition (food technology,

catering, nutrition, home economics) – National SMEs competition (To be announced in coming

couple of months)

• Food convergent innovation accelerator (Niftem as CoE and Pan-India distributed hubs that build upon existing capacity for post-harvest processing and food innovation incubation)

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CI Acceleration to Food Prototypes and Food Businesses of All Sizes: Equipping All with Worldclass Most Modern Evidence-Based Methods and

Building a Full Ecosystem to Build Supply and Demand

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SMEs at the Core of the PIP-India Ecosystem to Bridge Community to Market, Village to City

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Area-Level M_D PULSES+ Projects cluster Improving pulse production, value-addition, and consumption in rural india and

reinvent the traditional-modern, rural-urban transformation

• Scouting Business- , Social Entrepreneur-, NGO- and Government-led Initiatives in Targeted Areas for:

– Improving pulse family farming, post-harvest processing, supply chain logistics and value-addition/market accesss methods, quantity and quality in target rural areas

– Improving the various livelihood dimensions in the same geographies

• Identify Key Barriers and Enablers and Bring in the Relevant Portfolio of Science, Technology, Program and Infrastructure building – Seed technology to improve yield, intercropping, rainfed/irrigated area adaptation

– Infrastructure technology to improve community and regional post-harvest and food processing and better capture

– Information and other digital technologies for pulse production, market access, commercialization, delivery, as well as for scaling up communication, education and communication for all livelihood dimensions

– Human and social connection because trust is coordination mechanism at community level

• Articulate area-specific operational and business models and collaborative platforms

• Adaptive learning from targeted areas for M_D PULSES+ and broader review of disciplinary/sectoral and transdisciplinary/science and practice to examine possibilities for higher-level resolution for M_D PULSES+ and inform policy and other institutional innovation

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The Reinventing Branding Projects Cluster

Reframing Agriculture/Nutrition/Health Education for More Behavioral Impact

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The Reinventing Branding Projects Clusters

• Bringing behavioral insights and relevant branding methods to existing education and social communication efforts to promote pulses for behavioral change for farmers and for improving individual and family nutriton and health in rural and urban contexts (e.g., ICRSAT Smart Food and NIN’person-centered guidelines for solution to malnutrition)

• Defining guiding criteria for Smart food that can be linked to SMEs branding, assist SMEs and other business in building nutrition-health muscle in their commercial branding, and link to Smart Diet

• Developing a person-centered, food-based nutrition/health strategy for diabetes prevention and management over the lifecourses

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Financial Support CI

• IDRC, seed funding for PIP-India

• SSHRC partnership development grant

• CGIAR-A4NH

• Bill and Melinda Gates Foundation

• Rockfeller Foundation

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