January 22 - lessons from flavrsavr

January 22 - lessons from flavrsavr - -Production costs o...

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January 22, 2009 Lessons from FlavrSavr: Overview Marketing Plan Calgene, Calgene-fresh, Monsonto were involved LSL – competition Gorgiolo – tomato distributor and packer Premium tomato market - $1 billion sales, $4 billion market Regulatory approval - FDA – food safety - Biosafety – environment - Grow and distribute yourself or by contractors o Purchase – price, specialized o Fixed costs o Management costs o Intellectual property
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Unformatted text preview: -Production costs o Premium grade (20%) o Regular grade (80%) o Projected: 1500 - 1800 boxes/acre, 40% yield o Actual: 400 - 800 boxes/acre, 20% yield-Packaging o Estimated: 1600 boxes/hour o Actual: 12 boxes/hour-Distribution o Themselves Regulation-Biosafety environment-Food safety o Whole food value – are the nutrients in a GM tomato inferior/superior to those in a regular tomato? o...
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