ABSTRACT
A specific experience of the Buhler technology group provides an excellent case study that illustrates a strategic process required to address the present and upcoming challenges in the agriculture sector from a private sector point of view. The goal of the management was to design and develop technology to support the reintegration of nutrients, thus increasing the nutritional value of food, reducing waste and adding economic value to the 'enhanced' product. White rice is the staple food of more than 2 billion people—an immense market potential for nutritional upgrades. Buhler's Nutrition Solutions business unit worked with the chemical group DSM to develop a solution. Internal studies indicated that, despite its better nutritious value, Asian consumers would not tolerate too much broken rice. The Buhler and DSM case study includes examples of typical stumbling blocks that are encountered when a new strategy is implemented.
