Creating new, high value innovative products from vegetables, root and tuber crops

The value of an innovative product is determined by what the buyer or consumer thinks it is worth to them. This perceived value affects the price they are willing to pay which is not necessarily related to the actual cost of production. The creation of successful new innovative horticultural products accordingly must aim to positively influence the perceptions of the targeted consumer at the point of sale. This can be done by designing high value vegetable and related products with the principal consumer drivers in mind: namely quality, health and convenience. Other drivers such as novelty, indulgence, luxury, provenance and credence values can also add higher value if they are in accordance with consumers' own beliefs and needs. Product innovation and value can be added at any point along the value chain. Cultivar selections that enhance desired properties like health content and colour are now common. The use of organic production technology to cater to consumers' credence values is increasing as are processing options such as fresh-cut and packaging that create new convenience product forms and properties. Innovation and value can also be added by service such as selling through convenience outlets or the use of communication technologies such as QR (Quick Recognition) codes that influence consumers' perceptions of the product. The extent of added value depends on both the level of innovation or novelty of the product development and the depth of need of the consumer which will vary with their demographic and their cultural origins. Mapping the needs of the consumer against horticultural resources and options for product and service innovation can be used to create new high value products.