Case studies: product development in the food system 321 Table 7.1 Timetable for the development of Pacific Rose apples Ist cycle(product strategy) from 'Pacific' markets of ne blush apples 6 months Grown in glasshouses 20,000 seedlings oDen 8000 seedlings Selected on resistance toblackspot'and 2nd cycle (product design and process development) Grown in fruit selection orchards 5000 seedlings 4 years Selected on fruit characteristics Grown on two sites 100-200 seedlings Selected by plant breeders, pomologists, 2 years on fruit and growing characteristics Judged for market suitability 10 seedlings 3rd cycle(product commercialisation and product launch) I variety selected 2 Growing expanded Seedlings distributed to growers 1000 cartons 1994 Pomology developed, storage trials 5000 cartons 1995 Multiplied by commercial breeders/growers 22 000 cartons 1996 Commercial production 104. 000 cartons The stages and approximate timing of the development of Pacific Rose are shown in Table 7. 1. This indicates the very extended time scale, arising from the intervals necessary for the seedlings of each successive generation to grow so that their fruit can be evaluated Plant breeders normally talk about development cycles and these have been arbitrarily related to the PD Process. Because of the nature of developing apples there is not an exact date for launch, but the market is expanded in a rolling launch as the fruit becomes available 7.1.2 Stage 1: Product strategy Management decided that the existing varieties had been on the market for long nough, and to provide an edge and a stimulus a new variety was needed. To some extent this is a continuing search. But it gained added stimulus as the older varieties were a bit stale, and market share would surely dwindle as the ompetition sought to kindle its own novelties. Apart from the very broad oncept, a new apple, plant breeders thought back over the whole gamut of experience with apple varieties. They tried to single out characteristics thatThe stages and approximate timing of the development of Pacific Rose are shown in Table 7.1. This indicates the very extended time scale, arising from the intervals necessary for the seedlings of each successive generation to grow so that their fruit can be evaluated. Plant breeders normally talk about development cycles and these have been arbitrarily related to the PD Process. Because of the nature of developing apples there is not an exact date for launch, but the market is expanded in a rolling launch as the fruit becomes available. 7.1.2 Stage 1: Product strategy Management decided that the existing varieties had been on the market for long enough, and to provide an edge and a stimulus a new variety was needed. To some extent this is a continuing search. But it gained added stimulus as the older varieties were a bit stale, and market share would surely dwindle as the competition sought to kindle its own novelties. Apart from the very broad concept, a new apple, plant breeders thought back over the whole gamut of experience with apple varieties. They tried to single out characteristics that Table 7.1 Timetable for the development of Pacific Rose apples 1st cycle (product strategy) Discussion from ‘Pacific’ markets of need for blush apples 6 months Grown in glasshouses 20,000 seedlings Expert selection 18 months Grown in open ground 8000 seedlings Selected on resistance to ‘blackspot’ and ‘powdery mildew’ 2nd cycle (product design and process development) Grown in fruit selection orchards 5000 seedlings 4 years Selected on fruit characteristics Grown on two sites 100–200 seedlings Selected by plant breeders, pomologists, 2 years on fruit and growing characteristics Judged for market suitability 10 seedlings 3rd cycle (product commercialisation and product launch) 1 variety selected 2 years Growing expanded 1993 Seedlings distributed to growers 1000 cartons 1994 Pomology developed, storage trials 5000 cartons 1995 Multiplied by commercial breeders/growers 22,000 cartons 1996 Commercial production 104,000 cartons Case studies: product development in the food system 321