Publications
Publications
- November 2010 (Revised July 2011)
- HBS Case Collection
FreshTec: Revolutionizing Fresh Produce
By: Jose B. Alvarez and Ryan Johnson
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.)