Food Industry Design, Technology and Innovation E-Book

Helmut Traitler

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: Institute of Food Technologists Series
• Sprache: Englisch

Seitenzahl: 694

Veröffentlichungsjahr: 2014

Beschreibung

Food products have always been designed, but usually not consciously. Even when design has been part of the process, it has often been restricted to considerations of packaging, logos, fonts and colors.

But now design is impacting more dramatically on the complex web that makes up our food supply, and beginning to make it better. Ways of thinking about design have broad applications and are becoming central to how companies compete. To succeed, food designers need to understand consumers and envision what they want, and to use technology and systems to show they can deliver what has been envisioned. They also need to understand organizations in order to make innovation happen in a corporation.

The authors of this book argue that design has been grossly underestimated in the food industry. The role of design in relation to technology of every kind (materials, mechanics, ingredients, conversion, transformation, etc.) is described, discussed, challenged and put into proper perspective. The authors deftly analyze and synthesize complex concepts, inspiring new ideas and practices through real-world examples. The second part of the book emphasizes the role of innovation and how the elements described and discussed in the first parts (design, technology, business) must join forces in order to drive valuable innovation in complex organizations such as large (and not so large) food companies.

Ultimately, this groundbreaking book champions the implementation of a design role in defining and executing business strategies and business processes. Not only are designers tremendously important to the present and future successes of food corporations, but they should play an active and decisive role at the executive board level of any food company that strives for greater success.

Leseprobe

Table of Contents

Series Page

Title Page

Copyright

Titles in the IFT Press series

Author Biographies

Forewords

Acknowledgements

Part 1: The role of design and technology in the food industry

Chapter 1: Design and technology

All is flowing: πάνταεĩ

How design influences our lives: form and function

The HGTV Effect

Design in the food industry

The role of product design in the food industry

Conclusions

Topics for further discussion

References

Chapter 2: Design: from object to process

The expanding role of design

Why now? drivers of change = the industry shifts + design expands

Being design driven: icons at the intersection of business and design

The value of the designer: a new mindset

The era of the design entrepreneur

Design impact: making / meaning / transforming

The future of meaningful product experiences: design delivers

Creating meaningful food experiences

Conclusions

Topics for further discussion

References

Chapter 3: How food companies use technology and design

Form and function in action

Importance of design in the consumer goods industry

The role of technology and design in packaging innovation and renovation

Conclusions

Topics for further discussions

References

Chapter 4: Design and technology in academia: a new approach

From the beginning to today

The sponsored project: redefining products, experiences, brands and systems

The expanding role of design/business being design driven + design being business driven

From “multi-discipline” to “über-multi-discipline” and the future of “design +”

Preparing the next generation of innovators/the “experience portfolio”

New ventures in design education/from non-profit to for-profit

The future of design and technology in academia: new models/new schools/new programs

Conclusions

Topics for further discussion

References

Chapter 5: Design and the business world

Design: the helper for business and technical

Design: the connector of business elements

The “n-dimensional design space” in the business environment

Typical and desirable business interactions inside today's consumer goods industry

Design: the enabler for logistics and supply chain

Design as a counterfeit fighter

The way forward: “down-to-earth design”

The future: design is management

Conclusions

Topics for further discussion

References

Chapter 6: The corporate reality in a changing world

The decision makers in our society: a “new order”

The decision makers and takers in the corporate environment

Some historic lessons in complexity building

The profit margin race

Venture capital (VC): decision makers become risk averters

Utopia: from old reality to a new reality?

Conclusions

Topics for further discussion

Reference

Chapter 7: Design and technology: innovation is the connector

Design: beyond connecting business elements

How companies define their business strategies: a short historical perspective

From strategy to action

Design as an integral part of business plans and marketing strategies: a possible reality?

Innovation as connector of technology and design

Innovation in design and technology can influence how the food industry operates

How commitment to innovation can influence the corporate environment: a first glimpse

Conclusions

Topics for further discussion

References

Part 2: Innovation: the much talked about, yet not well understood element

Chapter 8: Innovation understood

Innovation and creativity: the four stages of value creation

People and attitudes

How to be an innovator in the food industry

Innovations and inventions in food and beverages: a short historical overview

Where and when does innovation begin?

The people in the food industry

Commitment to innovation

Conclusions

Topics for further discussion

References

Chapter 9: Nurturing the innovators

“People are our most important assets”

How the right people are best supported: define values

Continuous learning

How can design contribute to continuous learning?

Supporting innovators in driving their innovations through complex organizations

The secret of sharing

Personal nurturing tools

Conclusions

Topics for further discussion

References

Chapter 10: The innovation tools

From rituals to innovation tools

The innovation environment

From brainstorming to creative problem solving (CPS)

The divergence—convergence pain

FastPack

: a brainstorming exercise specially designed for packaging development

The

IdeaStore

Inside the box

Conclusions

Topics for further discussion

References

Chapter 11: From open innovation to partnerships

From open innovation to partnerships: a logical transition

The creation of the innovation partnership model

How to deal with intellectual property in innovation partnerships

Turning partnerships into successful and sustainable endeavors

The future of open innovation and innovation partnerships

Conclusions

Topics for further discussion

References

Chapter 12: What can the food industry learn from Silicon Valley?

Introduction

Hi, I am a Connections Explorer

Formal approaches to innovation partnerships

But how does somebody become a networker or connector or a connections explorer?

The power of networking: networking principles

Silicon Valley and its eco-system

What about food and tech incubators/accelerators/co-working spaces in the USA and the San Francisco Bay Area?

Food incubators and accelerators outside of Silicon Valley

What else does the food industry borrow from Silicon Valley?

A food revolution beyond Silicon Valley

Funding good design is now officially mainstream

Who are the food and design start-up players?

Conclusions

Topics for further discussion

Chapter 13: What was it all about? An attempt at a conclusion

A few moments in the life of Manny Middle

From field to fork

Manny Middle discovers the role of design

Minnie Middleton takes a closer look at the role of technology and discovers the concept of supplier partners

Minnie Middleton discovers the value of innovation in her company

Minnie Middleton and Manny Middle discover the power of networking and travel to Silicon Valley

Epilogue: the questionnaire

Index

End User License Agreement

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Guide

Cover

Table of Contents

Forewords

Part 1: The role of design and technology in the food industry

Begin Reading

List of Illustrations

Figure 1.1

Figure 1.2

Figure 3.1

Figure 3.2

Figure 3.3

Figure 3.4

Figure 3.5

Figure 3.6

Figure 3.7

Figure 3.8

Figure 3.9

Figure 5.1

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Figure 6.1

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Figure 11.1

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Figure 12.1

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Figure 12.6

List of Tables

Table 6.1

Table 6.2

Table 6.3

Table 6.4

Series Page

The IFT Press series reflects the mission of the Institute of Food Technologists\emdash to advance the science of food contributing to healthier people everywhere. Developed in partnership with Wiley Blackwell, IFT Press books serve as leading-edge handbooks for industrial application and reference and as essential texts for academic programs. Crafted through rigorous peer review and meticulous research, IFT Press publications represent the latest, most significant resources available to food scientists and related agriculture professionals worldwide. Founded in 1939, the Institute of Food Technologists is a nonprofit scientific society with 18,000 individual members working in food science, food technology, and related professions in industry, academia, and government. IFT serves as a conduit for multidisciplinary science thought leadership, championing the use of sound science across the food value chain through knowledge sharing, education, and advocacy.

IFT Press Advisory Group

Nicolas Bordenave

YiFang Chu

J. Peter Clark

Christopher J. Doona

Jung Hoon Han

Florence Feeherry

Chris Findlay

David McDade

Thomas J. Montville

Karen Nachay

Martin Okos

David S. Reid

Sam Saguy

Fereidoon Shahidi

Cindy Stewart

Herbert Stone

Kenneth R. Swartzel

Bob Swientek

Hilary Thesmar

Yael Vodovotz

Ron Wrolstad

Food Industry Design, Technology and Innovation

Helmut Traitler

Birgit Coleman

Connections Explorer, Swissnex San Fransisco

Karen Hofmann

Chair of Product Design, Director of the Color, Materials, and Trends Exploration Laboratory

Copyright © 2015 by John Wiley & Sons, Inc. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Cataloging-in-Publication Data

Traitler, Helmut.

Food industry design, technology and innovation / Helmut Traitler, Birgit Coleman, and Karen Hofmann.

pages cm—(Institute of Food Technologists series)

Includes bibliographical references and index.

ISBN 978-1-118-73326-4 (hardback)

1. Food—Packaging. 2. Food presentation. 3. Branding (Marketing) I. Coleman, Birgit. II. Hofmann, Karen. III. Title.

TP374.T73 2014

664'.09—dc23

2014025845

Cover images: Bulb icon © grmarc /iStockphoto;

Strawberry icon © robuart /iStockphoto.

Titles in the IFT Press series

Accelerating New Food Product Design and Development

(Jacqueline H. Beckley, Elizabeth J. Topp, M. Michele Foley, J.C. Huang, and Witoon Prinyawiwatkul)

Advances in Dairy Ingredients

(Geoffrey W. Smithers and Mary Ann Augustin)

Bioactive Compounds from Marine Foods: Plant and Animal Sources

(Blanca Hernández-Ledesma and Miguel Herrero)

Bioactive Proteins and Peptides as Functional Foods and Nutraceuticals

(Yoshinori Mine, Eunice Li-Chan, and Bo Jiang)

Biofilms in the Food Environment

(Hans P. Blaschek, Hua H. Wang, and Meredith E. Agle)

Calorimetry in Food Processing: Analysis and Design of Food Systems

(Gönül Kaletunç)

Coffee: Emerging Health Effects and Disease Prevention

(YiFang Chu)

Food Carbohydrate Chemistry

(Ronald E. Wrolstad)

Food Industry Design, Technology and Innovation

(Helmut Traitler, Birgit Coleman, and Karen Hofmann)

Food Ingredients for the Global Market

(Yao-Wen Huang and Claire L. Kruger)

Food Irradiation Research and Technology, second edition

(Christoper H. Sommers and Xuetong Fan)

Foodborne Pathogens in the Food Processing Environment: Sources, Detection and Control

(Sadhana Ravishankar, Vijay K. Juneja, and Divya Jaroni)

Food Oligosaccharides: Production, Analysis and Bioactivity

(F. Javier Moreno and Maria Luz Sanz)

Food Texture Design and Optimization

(Yadunandan Dar and Joseph Light)

High Pressure Processing of Foods

(Christopher J. Doona and Florence E. Feeherry)

Hydrocolloids in Food Processing

(Thomas R. Laaman)

Improving Import Food Safety

(Wayne C. Ellefson, Lorna Zach, and Darryl Sullivan)

Innovative Food Processing Technologies: Advances in Multiphysics Simulation

(Kai Knoerzer, Pablo Juliano, Peter Roupas, and Cornelis Versteeg)

Mathematical and Statistical Methods in Food Science and Technology

(Daniel Granato and Gastón Ares)

Microbial Safety of Fresh Produce

(Xuetong Fan, Brendan A. Niemira, Christopher J. Doona, Florence E. Feeherry, and Robert B. Gravani)

Microbiology and Technology of Fermented Foods

(Robert W. Hutkins)

Multiphysics Simulation of Emerging Food Processing Technologies

(Kai Knoerzer, Pablo Juliano, Peter Roupas and Cornelis Versteeg)

Multivariate and Probabilistic Analyses of Sensory Science Problems

(Jean–François Meullenet, Rui Xiong, and Christopher J. Findlay)

Nanoscience and Nanotechnology in Food Systems

(Hongda Chen)

Natural Food Flavors and Colorants

(Mathew Attokaran)

Nondestructive Testing of Food Quality

(Joseph Irudayaraj and Christoph Reh)

Nondigestible Carbohydrates and Digestive Health

(Teresa M. Paeschke and William R. Aimutis)

Nonthermal Processing Technologies for Food

(Howard Q. Zhang, Gustavo V. Barbosa-Cánovas, V.M. Balasubramaniam, C. Patrick Dunne, Daniel F. Farkas, and James T.C. Yuan)

Nutraceuticals, Glycemic Health and Type 2 Diabetes

(Vijai K. Pasupuleti and James W. Anderson)

Organic Meat Production and Processing

(Steven C. Ricke, Ellen J. Van Loo, Michael G. Johnson, and Corliss A. O'Bryan)

Packaging for Nonthermal Processing of Food

(Jung H. Han)

Practical Ethics for the Food Professional: Ethics in Research, Education and the Workplace

(J. Peter Clark and Christopher Ritson)

Preharvest and Postharvest Food Safety: Contemporary Issues and Future Directions

(Ross C. Beier, Suresh D. Pillai, and Timothy D. Phillips, Editors; Richard L. Ziprin, Associate Editor)

Processing and Nutrition of Fats and Oils

(Ernesto M. Hernandez and Afaf Kamal-Eldin)

Processing Organic Foods for the Global Market

(Gwendolyn V. Wyard, Anne Plotto, Jessica Walden, and Kathryn Schuett)

Regulation of Functional Foods and Nutraceuticals: A Global Perspective

(Clare M. Hasler)

Resistant Starch: Sources, Applications and Health Benefits

(Yong-Cheng Shi and Clodualdo Maningat)

Sensory and Consumer Research in Food Product Design and Development

(Howard R. Moskowitz, Jacqueline H. Beckley, and Anna V.A. Resurreccion)

Sustainability in the Food Industry

(Cheryl J. Baldwin)

Thermal Processing of Foods: Control and Automation

(K.P. Sandeep)

Trait-Modified Oils in Foods

(Frank T. Orthoefer and Gary R. List)

Water Activity in Foods: Fundamentals and Applications

(Gustavo V. Barbosa-Cánovas, Anthony J. Fontana~Jr., Shelly J. Schmidt, and Theodore P. Labuza)

Whey Processing, Functionality and Health Benefits

(Charles I. Onwulata and Peter J. Huth)

Author Biographies

Helmut Traitler has a PhD in Organic Chemistry from the University of Vienna, Austria. He was an Assistant Professor and Group Leader of a Research Team for Westvaco in Charleston, SC, USA, working in Vienna, Austria. He joined Nestlé Research in 1981 and later became a member of the Editorial Board of JAOCS (Journal of the American Oil Chemistry Society). At Nestlé, his roles have included Head of the Department of Food Technology, Head of the Combined Science and Technology Department, Head of Nestlé Global Confectionery Research and Development, York, UK, Director of Nestlé USA Corporate Packaging in Glendale, CA, Head of Nestlé Global Packaging and Design, Nestec Ltd., in Vevey, and V.P. of Innovation Partnerships at Nestec Ltd., working in Glendale, CA as well as Vevey, Switzerland. In August 2010 he co-founded Life2Years, Inc., a start-up company in the area of healthy beverages for the 50+.

Helmut is the Senior Innovation Connector for Swissnex San Francisco, a public—private partnership organization with offices in Singapore, Beijing, Bangalore, Rio de Janeiro, Cambridge, MA, and San Francisco, sponsored by the Swiss government. He is actively involved in technology spin-offs of mission-non-critical know-how for the Jet Propulsion Laboratory (JPL) in Pasadena.

He has most recently been involved in co-developing food products in the area of sports and is the author of more than 60, mostly peer-reviewed, scientific publications, and 25 international patents.

Birgit Coleman is a strategic thinker and Connections Explorer in her current role at Swissnex San Francisco. Her expertise includes recipes for growth through internal innovation and external strategic partnerships with the goal of building a disruptive innovation pipeline for the clients of Swissnex San Francisco. Prior to Swissnex San Francisco, Birgit worked for the energy drink company Redbull North America, and IBM in Vienna, Austria—her home country. She holds a Masters Degree in Business from the University of Vienna.

Karen Hofmann is Chair of the Product Design Department at Art Center College of Design in Pasadena, California, where she is instrumental in developing an innovative curriculum responding to the expanding role of design. Along with her colleagues she is responsible for identifying and shaping vision-casting projects with numerous corporate sponsors. She leads the innovative study abroad program with INSEAD international business school where designers collaborate with MBA students to develop new ideas for products and services. Karen has developed innovative educational models such as the DesignStorm™, a compliment to Art Center's traditional transdisciplinary studios, partnering with sponsors to explore future market opportunities. She also serves as the Director of the Color, Materials, and Trends Exploration Laboratory (CMTEL) responsible for creating the strategy and developing this resource at Art Center to develop a unique educational program around color, materials, and trends.

Forewords

When my former Nestlé colleague and one of the authors of this book, Helmut Traitler, had asked me to read Food Industry Design, Technology and Innovation, I was hesitant. Every year I receive dozens of unsolicited management books—with catchy titles and bold theses—and after skimming a few pages they wind up in a cupboard behind my desk, unread. But this one is different. The book's premise that the role of design is under-appreciated and marginalized in industry, and in particular the food industry (in which I have worked for over 30 years), hits home from page one. But what makes this text unique is its ability to analyze and synthesize complex concepts, and spark thoughts and actions through real-world examples. Design is clearly one of the most important factors of our lives: professionally and personally. Food Industry Design, Technology and Innovation may not have a catchy title, but the content is thought provoking and practical. This book does not sit on my cupboard with the others, but near my desk, with its pages dog-eared and notes written in the margins. Enjoy and design!

Chris JohnsonExecutive Vice PresidentNestlé SA,Vevey, SwitzerlandNovember 2013

Food design, an introduction

Eating and drinking are amongst the most precious of the experiences that make up our lives—both the primal sensory experience, and the social pleasure of breaking bread with friends and family. By designing the food and drink we consume, we have the potential to make these experiences even richer. But food design is complex. Planning, buying, transporting, storing, preparing, serving, eating, sharing, savoring, cleaning up, digesting, metabolizing, and incorporating into our bodies for our immediate energy level and for our long-term health are just some of the elements of the experience of eating and drinking. Further removed, the land, energy, and labor used in growing, transporting, processing, and selling food also have enormous impact on our lives and on the planet.

Food has always been designed, but generally not consciously, deliberately, and holistically. We appreciate the presentation and freshness at a fine local restaurant, we might notice the packaging on a supermarket shelf, and against our better judgment we are seduced by the taste of molecules concocted in a candy bar, but we don't connect them as a continuum of design. Adding to the complexity are the contradictions in our expectations about food. The food industry is global, but eating is local: we love to try local flavors when we travel, but at home we mostly eat according to our cultural norms. In the West we expect that food should be always available, and we bemoan our tendency to overeat. We shop for the lowest price and complain about industrial agriculture taking over the countryside. We are misled by the contradictions between the appearance of health and sustainability, and the actual impact of different food choices. The complexity of how we choose what to eat, and the opacity in the effects of those choices make it difficult for consumers to know what they want.

Over time, like any complex system, it will evolve to meet our emerging preferences. Design offers the possibility of accelerating the process for the good of all, especially the companies that lead the way. Designers and innovators have the unique ability to see into people's lives and to envision ways to improve them. Beyond just packaging, design is now reaching into the complex web that makes up our food supply and beginning to deliberately make it better. The ways of thinking about design have broad application and are becoming central to how companies compete. To succeed, food designers need to understand people and envision what they will want, they need to understand technology and systems and be able to show how to deliver what they have envisioned, and they need to understand organizations in order to make innovation happen in a corporation.

Helmut Traitler, Birgit Coleman, and Karen Hofmann's ground-breaking book is the future of food design. By integrating design, technology, and organization they offer a guide to the conscious, deliberate, and holistic design and innovation of food.

Harry WestSenior Partner, Prophet, New York CityBoard Member of Continuum Design, former CEO, Cambridge MAJanuary 2014

Acknowledgements

Many people have inspired me to embark on the journey to write this book and quite a few have helped me to bring it all together. Even if the list below is by far incomplete, I want to thank those most critical in this endeavor in a few words: Sam Saguy for his constant challenge and inspiration, Heribert Watzke for always having had yet another great idea, Philippe Roulet for his deep insights into packaging related topics, Kai Taubert for his guidance in open innovation topics, Nick Traitler for his tremendous support in rendering images and figures good to look at and understandable, with much patience and professionalism, Paul Polman for having strengthened my belief in innovation, Spencer Mackay for having taught me the value of design, the late Glenn Tsuiuki and more recently Martin Barmatz who have encouraged me to look beyond food into space, Thomas Beck who has given me the opportunity to teach and encourage young scientists and engineers (and to instill the drive for innovation), Susanne Lauber Fürst who always forced me to look for new ways, Thèrèse Meyer Traitler for having supported me throughout the entire project, and the publishers, Wiley and IFT for having believed in this book. Finally, I would like to thank my two co-authors Birgit and Karen for the trust they had in this project and their great contributions, as well as Pierpaolo Pugnale, aka pecub, for having put a big smile on our faces.

Part 1The role of design and technology in the food industry

Chapter 1Design and technology

Everything changes and nothing remains still

.

Plato, from The Dialogues, Cratylus, paragraph 402, Section a.

All is flowing: πάνταεĩ

This is not a book about design, it is not a design text book, but rather a collection of thoughts, analyses, and examples, paired with critical discussion as to how design, combined with innovation and smart technology can be put to good use in the consumer goods industry, especially in the food industry.

The food industry is probably not the first port of call when you look for good design, let alone great design.

Much comes down to the basics, i.e. manufacturing, marketing, distributing, and selling industrial food products in the most efficient and, for consumers, affordable ways, food that tastes good, is safe and nutritious, and is inexpensive. Most often, this does not allow for design in any form, with exceptions such as graphics and industrial design when it comes to packaging, or media design where communications and marketing are concerned, although the latter is even more rare than the former.