Abstract:

The presentation will demonstrate from a client perspective how the shift from product to user-centricity brought about a powerful impact both on a strategic as well as human resources level. BFS, well- established company offering processed vegetables, seeks to increase vegetable consumption in the professional kitchen. To do so, they must enter a professional kitchen, learn form chefs about their culture and immerse themselves into the professional gastronomical world before they can come out the other end with ideas of how radically reconfigure their approach to selling vegetables.