Fresh Tec

Fresh Tec Case Study example
Undergraduate
Case Study
Marketing
Pages 6 (1506 words)
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FreshTec Name: Institution: FreshTec Question One The key external factors affecting the fresh produce industry were annual wastes after harvest, which failed to deliver vegetables and fruits that were good-tasting and truly ripe, further posing challenges in food safety…

Introduction

First, there was the naturally occurring aging and decaying process of fruits and vegetables, known as senescence. Senescence involved transpiration and respiration, processes that went on in the fresh produce even after being detached from the mother-plant. Secondly, the kind of packaging used for delivery and storage did nothing to extend the life of harvested produce or effectively alleviate senescence. Instead, the packaging necessitated quicker, and costlier, options of delivery from the farms to the consumers, and all the agents that fall in-between. Thirdly, the produce was prone to physical injury, temperature injury and disease. The physical injury was mostly caused by shipping produce in splintered or damaged crates and boxes, or the way the shipping was handled. Such injuries presented bacteria with entry points, resulting in diseases. Most modern packinghouses invested in the use of washing and spraying fungicides before shipping to reduce chances of disease, but had no great impact on how long the produce could stay after harvesting. Temperature injury was caused by extreme temperatures both during storage and shipping, soon rendering produce unsuitable for the market. Given all these external factors, FreshTec was not well positioned to be much more successful in the industry than other players, because they would all use the same processes and players involved. ...
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