V.RMH.0122-Collaborative exploration of impact acceleration through commercialisation: Extending the shelf life of meat & differentiated collagen markets

Summary

This report details the first project with THRIVE that probed commercialisation of MLA IP in three distinct directions: consumer packaging and storage, health and ingredients, and food retail. The first and most intensive initiative involved a series of collaborative, design-focused workshops with R&D and Innovation team members at Tupperware. The intent was to combine pools of expertise to identify innovative food storage concepts focused on extending the shelf-life of red meat. More broadly, this was an action-based demonstration of how MLA can extend its work in sustainability and meat science, which traditionally happens on farm, to consumers and commercial partners like Tupperware. The second and third initiatives targeting health and ingredients and retail markets was designed to explore a more expedited route to commercial opportunity identification through a series of 2-3 discussions revolving around the MLA IP portfolio and a corporate partner’s commercial needs.

Objectives

Better understand ways to improve the consumer eating experience while extending the shelf life of meat products.

Apply MLA knowledge base, specifically industrial meat science and conservation, to consumer food storage science and design.

Topics for health ingredients corporates: wellness collagen and protein powders derived from clean green Aussie beef / sheep origins

Topics for retail corporates: total animal wellbeing index and Aussie meat as part of wellness lifestyle positioning

Identify potential commercialization concepts for pilot

Explore alternative option to longer design sprint for accelerating commercialization of IP

Key findings

There are multiple avenues for extending the shelf-life of meat in a post-retail context by leveraging emerging food and packaging technologies in tandem with good design.

Many of these opportunities involve translating industrial meat processing and storage technologies into consumer-friendly products, a concept that could be applied to other problem areas in the future.

Viable solutions for consumers do not have to be digital. In fact, combining meat conservation science with material and physical design may deliver a more accessible, simplified solution.

Emerging companies in the food storage space are demonstrating commercial viability and consumer demand for solutions that extend food shelf-life and reduce waste, especially around pain points associated with meal planning, understanding food freshness, and alternative consumer storage designs like simplified vacuum containers.

A value proposition likely exists for a consistently high quality, sustainable collagen supply if a trademark is in place, consumer efficacy can be proven, and economics are viable.

Collaborative design thinking and corporate venture development exercises are viable approaches for MLA to extend value of existing IP.

Benefits to industry

Extending industrial meat and packaging science to consumers presents opportunity to further strengthen Australian Red Meat sustainability credentials across entire value chain.

Providing key meat science and conservation concepts to corporate partner (Tupperware) increases potential to commercialize and distribute the concepts broadly.

Successful commercialization could significantly reduce post-retail meat wastage.

Potential differentiated collagen supply derived from Australian meat by-products could add value to supply chain.

Reduce waste in red meat supply chain

Add economic value to all supply chain stakeholders

New, corporate collaboration approach can more efficiently, effectively, and creatively position MLA IP to contribute to industry growth.

The first step is learning and experimentation with new methods for IP commercialization.

This will create a path to more effective, consistent IP commercialization and thus value creation for the industry.

MLA action

Define MLA role in commercialization beyond research to clarify roles and incentives for participating parties to proceed with commercialization concept.

Future research

Continue experimentation around leveraging MLA expertise for corporate acceleration and new venture development. MLA plans to explore this area further with THRIVE in additional corporate collaborations and design of a venture development model.
Continue engagement with CoreFX to scope a sustainable collagen supply pilot from Australia through to US buyer, analyse next level constraints for commercial viability, and determine go / no-go on pilot investment.