| HBS Case Collection
(Revised July 2011)
FreshTec: Revolutionizing Fresh Produce
Entrepreneurial produce packaging firm, which has developed a disruptive technology that keeps fresh produce and flowers fresh for significantly longer, faces strategic growth decisions. CEO Bob Wright must decide how best to bring his company's unique packaging product to market. The technology holds promise after a long development phase but the packaging is more expensive and Wright and his team must convince the industry stakeholders of the packaging's value.
Keywords: Decision Making;
Growth and Development Strategy;