Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2013
  • Case
  • HBS Case Collection

IdentiGEN

By: Ray A. Goldberg and Matthew Preble
  • Format:Print
  • | Language:English
  • | Pages:29
ShareBar

Abstract

Ciaran Meghen and Ronan Loftus, co-founders of IdentiGEN (an Irish company that had created a unique service called DNA TraceBack to help customers identify and trace meat products), were discussing the company's future. The recent crisis over beef products being contaminated with horsemeat in Europe had generated strong demand for IdentiGEN's services. But more than this, DNA TraceBack gave customers strong insight into their operations to ensure product was genuine, and helped facilitate a continuous feedback loop between all players of the supply chain to deliver a high quality product to consumers. In light of strong demand, how should IdentiGEN proceed in terms of which customers to work with, and which products should it support?

Keywords

Animal-Based Agribusiness; Agribusiness; Supply Chain Management; Agriculture and Agribusiness Industry; Canada; United Kingdom; United States; Republic of Ireland

Citation

Goldberg, Ray A., and Matthew Preble. "IdentiGEN." Harvard Business School Case 914-408, November 2013.
  • Educators
  • Purchase

About The Author

Ray A. Goldberg

→More Publications

Related Work

    • March 2014
    • Faculty Research

    IdentiGEN

    By: Ray A. Goldberg and Matthew Preble
Related Work
  • IdentiGEN By: Ray A. Goldberg and Matthew Preble
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Digital Accessibility
Copyright © President & Fellows of Harvard College