Module 5: Processing: from factory to consumers

During this module implementation our aim was to develop some more critical points regarding food processing and the several features of food processing that raise questions about nutritional quality, worker health, environmental impact and food safety.

Students had already an idea on how food is processed from the prior modules but also from the related topic that was implemented during our virtual mobility to Turkey but wished to develop more relating to the benefits and drawbacks of various food processing methods but also the modes of food transportation, the types of distribution channels and some aspects related to commercialisation.

Food Processing

We started this module implementation with an article by wikipedia (https://en.wikipedia.org/wiki/Food_processing) related to:

-What's food Processing

-Primary food processing

-Secondary food processing

-Tertiary food processing

so as students that were present to the virtual mobility to reinforce the knowledge gained but also students that weren't present there to take an idea of what consists food processing.

Students were called to make an indepent research on food processing methods and enrich -if they want- the presentation edited during the virtual mobility but also to focus on some more critical points regarding food processing and the several features of food processing that raise questions about nutritional quality, worker health, environmental impact and food safety, and transfer their findings to our e-magazine.

Modes of transportation

Firstly, students developed the different modes of transportation of foodstaffs: roadways, railways, water and air transportation. They had to make a research to given links but also on the web, considering the advantages and disadvantages of each one, and add their awesome work related to food transportation in a twinboard.

Then they took part to:

- a poll, by given responses to the following question:

Which kind of modes of transportation of foodstaffs is more widespread in your country?

- a forum discussion where they had to provide their opinion on which mode of transportation has the least impact on the environment.

Food Distribution Channels

Food distribution channels refer to both the middlemen that are involved in distributing food products from manufacturers to consumers, as well as from other distributors. Companies, programs, and organizations are involved in collecting food products from producers, storing them in warehousing facilities, and distributing them to restaurants, grocery stores, cafeterias, and government aid programs such as Feeding America, food banks, and an emergency food assistance program.It’s common for a business owner to work with food distribution channels when they’re opening a business of their own. This can include opening a restaurant, opening a coffee shop, or opening a grocery store.

The four common food distribution channels include:

Wholesalers
Cash and carry distributors
Specialty distributors
Broadline distributors

Commercialisation

An introduction on the commercialisation and it's aim based to some information adapted by the information that are presented to the chapter 6 of CREATING NEW FOODS - THE PRODUCT DEVELOPER'S GUIDE book.was presented to students.

This book "is only an introduction to the product development project so that people can build a general knowledge which can be a basis for further study using the textbooks listed at the end of the book. It is encompassing, and can be used by people in either the technical or marketing areas in the company – best in groups. It is hoped that it will encourage the readers to work in this multidisciplinary, creative and ever-changing area of technology" so we thought that it could be great for our students.

They were called to read the information provided or/and take a look to the book and then to watch a video:

https://youtu.be/X40RrXFDV6M related to How Firms Commercialize Their Products: How to Bring Your Product To Market.

At the end they had to give responses to the following questions by uploading a video on flipgrid discussion platform:

• What will be the consumers' purchasing and repurchasing behaviour?

• What will be the consumers' reactions to the prices, the promotions?

• What are the predicted pessimistic, most likely and optimistic sales units and revenue over the next months, years

• What are the predicted competitive reactions?

• What are the predicted market shares

Wanting to focus a little bit more on the commercialization of food products, along the complex itinerary from market research to product promotion students were called to discover the process of commercialization and do the activities that were presented to a genial.ly (https://view.genial.ly/625ef4d484255d001146a83b/interactive-content-choice-board):

Activity 1

Choose a typical food product of your country and describe its process of commercialization, using the question you have been given for each step.

Activity 2

On your opinion, what operating functions included in the marketing plan, are the most important? Why?

Activity 3

What products do customers normally buy for sale?

• Is the product what the consumers want?

• Does it have the benefits wanted by the consumers?

• Does it have the desired characteristics wanted by the consumer (sensory, ease of use, safety, nutrition, psychological)?

• Is it packaged correctly?

• Is the pack the right size?

• Is the pack attractive at the point of sale?

• Are the product and the pack legal?

• Who will sell it?

• How will it be sold?

• How much will be sold?

• How will it be transported?

• How will it be stored?

• How will it be displayed?

• How will it be promoted by the retailer?

•What price range will the consumer accept?

• Does the consumer have any psychological attitudes to price?

• What is the relationship between sales forecasts and prices?

• How does the price relate to competitors' prices?

• What are retailer and wholesaler margins, agent percentage?

• What price specials, discounts may be needed?

• What are the subsidies, the taxes, the exchange rate?

• What are the basic company costs, the advertising allowances, the companyprofit? Do they vary at different levels of outputs and sales?

•Who are the target consumers?

•What is the product image?

•What is the message that has to reach the consumers?

•What promotion is needed to convey this message?

•What promotional methods are available?

Understanding consumer behaviour

Students were called to understand consumer's food choices by wathcing an interactive video to Edpuzzle plaform (https://edpuzzle.com/assignments/625f10094f0c1442ca52702f/watch) and give responses on:

- How do we choose our products?

- Is there a relationship between a product and the emotions it causes us?

Then students were called to choose a food product and explain why they had chosen it. They could realize a short slide presentation, using Canva or make an inphographic or create a concept map.