There are some key considerations you want to have defined and aligned for your product or brand before the actual concept work:
Creative Theme - the setting or story line of your concept, the umbrella of the product
Value proposition - the primary occasion you are catering to (social, business, convenience, celebration...)
Operational capacity - with available talent and physical resources, what is the best possible combination of creative intent and operational execution
Supply Chain - are the products specified in the concept readily available and sustainable. What level of production do you plan to outsource into the supply chain vs. in-house.
Social / Community - what is the persona of the product you are offering, and how does it fit into its social and physical environment. How do you define your brand?
The Market Place - The USA is a melting pot of people and cultures, but has also developed a rich heritage from regional cuisines of its own. The bias in the US market is to create new products, to innovate and experiment.
Supporting that is the access we have today to the most amazing amount of information from the cuisines of the world. Over thousands of years, cultures such as India, Italy, France, Vietnam, China have developed their agricultural resources to enrich their dinner tables.
When times were good, food was designed to entertain, play a key role in social events, in family tradition, and for enjoyment and pleasure.
When times were bad, food became the focus of survival, staying strong and healthy, using everything and anything that was available.
Food is at the base of our hierachy of needs. Old cultures have always considered food as part of health and survival. In fact, the Greek healer Hippocrates used to say:
"Let your food be your medicine, and your medicine be your food"
Today we are in a period of plenty, and have ingredients available at all times from all over the world. The food processing industry has created convenience products that make it possible to work with complex recipes that would otherwise require extensive setup and preparation. Concepts are limited only by the imagination and creativity of the team.
Please contact us for a specific discussion on what we can offer to meet your needs