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From Kitchen to Consumer, the Entrepreneur's Guide to Commercial Food Production.

Not everyone thinks they can run a business but we are all experts of food! If one then translates that thought into the possibilities of creating a food business, what are the problems?

The author's aim is to set out guidelines to solve just such problems. She sets out the factual, technical and resource information that you are going to need to both market and establish a food manufacturing business. Therefore, she discusses topics like choosing a product, developing that product, the legal and economic aspects of the marketing business, advertising, packaging and safety. The text is written from a North American standpoint but nevertheless the principles hold up whether you live.

It is estimated that every year at least 10,000 new products are displayed on the grocery shelves of retail outlets but only a small percentage of these are still there a year later. In fact, research shows that fewer than 1 percent of new launches will be available on the shelves three years later, which is why the whole business is a bit of a gamble. The 'why' of how these products fail is complex and may well be coupled to the whims of the public. All this, in spite of intense product development and test-marketing means that the food manufacturing companies need vast facilities and capital to make it all pay off.

The giant multi-national companies can stand the run on resources that such development work needs, and are prepared to wait for the 'winner'. However, this book has been written for those companies who are not in the top division.

As the author says, every years thousands try to set up a food business, usually without sufficient capital. Therefore, step one may be to see what grants are available and the text offers a simple guide to the steps necessary to developing a successful value-added food product business.

By now, one could probably almost guess the chapter titles but they are: Choosing the right product; Developing your product; Organizing your business; Raising capital; Manufacturing strategies; Protecting yourself and the consumer; Marketing your product; and Looking to the future - exporting your products. There follow five interesting appendices.
COPYRIGHT 1993 Food Trade Press Ltd.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Publication:Food Trade Review
Article Type:Book Review
Date:Mar 1, 1993
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