FreshTec: Revolutionizing Fresh Produce

Case Solution

Jose B. Alvarez, Ryan Johnson
Harvard Business School ()

An enterprising food packaging company that has developed innovative technology that keeps fresh produce and flowers fresh for much longer is faced with strategic growth decisions. CEO Bob Wright must decide how best to bring his company’s unique packaging product to market. The technology is very promising after a long period of development, but packaging is expensive and Wright and his team must convince industry stakeholders of the value of packaging.

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