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Product cover image for FRESH: Setting Sight on the Future of Food

FRESH: Setting Sight on the Future of Food

Sarah L.Y. Cheah, Benjamin Smith, Colin Lim

Product #:W35305
Supplier:Ivey/NUS
Discipline:General Management, Sustainability
Setting:Singapore, 2022
Details:Case (PDF) • 15 pages • 2024-08-08

Subjects:

Scenario planningInnovationStrategy formulationLeadership and managing peopleManagement

Industries:

Food and beverage sector

Geography:

AsiaSingapore
Your Price:$9.71

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The Future Ready Food Safety Hub (FRESH) was a Singapore-based food safety research organization with a global reputation as an authority on assessing the safety and suitability of novel food products meant for sale in the Singapore market. As Singapore had become the first country in the world to approve the sale of laboratory-grown chicken, more and more companies were approaching FRESH for guidance in their safety dossier submissions to the Singapore Food Agency. With a small team of 10 members to keep up with the growing demand for its services, FRESH considered two options: engaging companies one-on-one to address the specific challenges they faced to meet novel food safety requirements, or adopting a consortium approach engaging multiple companies to collaboratively identify and prioritize common problems and develop optimal solutions for the industry. FRESH had to decide which option would best achieve its goals in advancing food safety research and building the novel food ecosystem.

Learning Objectives

This case is suited for undergraduate- and graduate-level classes on general management. After completing the case and assignment questions, students will have the opportunity to learn the following:

  • The range of factors driving future developments of the food industry.
  • The importance of using future scenarios to inform strategic planning.
  • Approaches to engaging companies to develop the emerging novel food industry.
  • The nuances of shaping strategy within a public organization through the overarching objective of strengthening food security in Singapore.
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Case Study: FRESH: Setting Sight on the Future of Food (English version) | Ivey Publishing