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  • November 2010 (Revised July 2011)
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FreshTec: Revolutionizing Fresh Produce

By: Jose B. Alvarez and Ryan Johnson
  • Format:Print
  • | Pages:24
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Abstract

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; Disruptive Innovation; Leadership; Growth and Development Strategy; Product Launch; Supply Chain; Value Creation; Service Industry

Citation

Alvarez, Jose B., and Ryan Johnson. "FreshTec: Revolutionizing Fresh Produce." Harvard Business School Case 511-059, November 2010. (Revised July 2011.)
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About The Author

Jose B. Alvarez

Marketing
→More Publications

More from the Authors

    • December 2022
    • Faculty Research

    Applegate Farms

    By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
    • December 2022
    • Faculty Research

    Taylor Farms: Adding Value to Fresh Produce

    By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
    • December 2022 (Revised January 2023)
    • Faculty Research

    Marfrig's Quest for Greener Beef

    By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
More from the Authors
  • Applegate Farms By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
  • Taylor Farms: Adding Value to Fresh Produce By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
  • Marfrig's Quest for Greener Beef By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
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