Many companies do not collaborate or do new product development effectively. They also do not openly or properly embrace new technologies. This is despite the fact that they have the potential to significantly advance sales and innovation.
Speaking at the Future Food-Tech conference in London, Zbigniew Löwicki, Global R&D Director at Unilever Ice Cream, said: “The best way to drive impact through partnerships is to be clear about the innovation and impact goals, and then define a strategy that leads to the solution that delivers the change.”
He cited the example of sectors working together to repair damage to the ozone layer. Technology, regulators and organizations have joined forces to achieve a common goal.
Matias Muchnick, NotCo CEO and founder, said that mindset can only take companies so far. He said: “We know the struggles of innovation and how things break when big companies hire marketing agencies to come up with a new concept.”
How do you define commercial success?
He said his company's goal was to "drive change through technology, not mindset."
He added that "collaboration" is when you not only have a clear idea of what success should look like, but also how important it is.
As Hille Van der Kaa, CEO of Those Vegan Cowboys, discovered when she launched her company Casein, competing industries can also collaborate towards a common goal.
She said partnerships are invaluable for a startup. We were able to make our first batch and get it to market. Then we worked with the dairy industry to get feedback, and that’s how we learned not to stick with cow casein because they told us we would be limited [and unable to produce] “cheese with a specific melt, stretch, or temperature.”
Laws of collaboration
Lewicki said there are specific "laws" or rules to follow when partnering. Ultimately, the "law of gravity" for a successful partnership is based on both inputs and benefits.
It's about fostering parity and understanding the landscape [on all sides] "Having a clear and articulated goal, and achievable for everyone."
Susanne Wiegel of Nutreco said it was important to also consider the human factor. When you form a partnership, it is not an abstract concept where both companies have to find their own way. The success of a partnership is determined by a few individuals.
She advised seasoned business owners to “not be afraid of death,” in the sense that they should not protect anything just because “it was part of their strategy,” if they are trying to develop or provide something new to meet a market need.
Weigel warned: “Don’t worry too much about death.” I would like to see public and private institutions focus on what they can do to help the technology phase, rather than the business case. “Think about the vision and how you can contribute to innovation.”
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