The process of developing new products from a high added value dairy industry: The Gran Mestri case

Abstract

The present article analyzed the process of development of new products of a dairy industry with high added value. The company Gran Mestri, located in the Far West of Santa Catarina, stands out in the national scenario for the production of grana padano cheese. The study had a descriptive and exploratory qualitative approach, and the research method used was the case study. Six interviews were conducted with the help of a semi-structured script with people who participate in the process of developing new products. Documentary research and non-participant observation were also used as data collection techniques. The main results highlight the following practices: portfolio management, strategy, project environments, skills and resources, strategic product positioning, market research, leadership, technological and organizational tools and support; multifunctional teams and the implementation of a Showroom. The challenge in preparing producers to provide the raw material, and the customer, in recognizing a new product, are the main factors that mark the process of developing new products for the company. It was also possible to identify the company’s contribution to regional development in making the Western Region of Santa Catarina one of the largest dairy basins in Brazil.