Disrupting Your Own Market
Can an easily recognizable brand be a disruptor in its own market? Mantiqueira, the leading Brazilian egg producer with sales around US$ 200 million per year deeply invested in the traditional market, is testing the limits to find out with a vegetable-based egg. Mantiqueira is now working to discover how it should maintain and continue growing its market position, as well as how it can innovate and respond to disruptions in its home country of Brazil and the broader global market.
Under the leadership of its two shareholders, Mantiqueira has grown significantly from humble beginnings. Known for its innovations in egg marketing, creative communications and formation of new marketing channels, the company is widely recognized for its introduction of the unique egg club and delivery system that allows consumers to receive eggs delivered directly to their door.
After establishing a noteworthy name in the traditional egg market, Mantiqueira has challenged itself to a more ambitious task—addressing a different part of the consumer market. Mantiqueira is now targeting those who either cannot or those who do not want to eat eggs. To do this, the company is developing and launching its own version of plant-based proteins with an egg not produced by a chicken.
Learn more about Mantiqueira’s journey to continue growing and disrupting in its own market by joining Dr. Allan Gray and Dr. Marcos Fava Neves at the Purdue Food and Agribusiness Executive Summit on October 1-3 in West Lafayette, IN.
Looking back on her career thus far, Michelle Klieger, a 2015 MS-MBA alumna, views her MS-MBA degrees similarly to the art of tying shoes or braiding hair. Her degrees have served as a common thread, weaving their way into forming her career and helping her achieve her goals in many ways.
It was clear before and even more so now after the events of the last 12+ months — data-driven decision making is crucial for companies aiming to remain profitable and competitive in today’s markets. However, beyond simply basing decision making on data, companies must take this a step further and fully embrace the concept of competitive intelligence to truly be successful. In the food and agribusiness industry, we are no exception to this rule.
We watched as 2020 unleashed volatility on our food and agribusiness supply chains. In the fresh produce supply chain, disruptions impacted the seed industry, growers, shippers, wholesalers and retailers. While consumer behaviors and preferences also shifted during this time, shoppers continued to place importance on choosing grocery stores based on the availability of fresh foods — especially high-quality fruits and vegetables.