Module 7-9 quizzes

In the Strategic Triangle for Successful Marketing of a Functional Food, Taste is: A required central condition A true statement or documented claim An understanding of the concept An emotional affinity with benefits

A required central condition

In the Strategic Triangle for Successful Marketing of a Functional Food, Efficacy refers to: A required central condition A true statement or documented claim An understanding of the concept An emotional affinity with benefits.

A true statement or documented claim

Ethylene scrubbers used for fresh fruit and vegetable products would be considered __________. Modified atmosphere packaging Active packaging Intelligent packaging Quality-control packaging Convenience packaging

Active packaging

Any biomass material that can be converted to an ingredient, fuel or energy product is defined as: Fractionation Agricultural feedstock Process intensification Biofuel Natural resource

Agricultural feedstock

An invention becoming a product or service does not guarantee that innovation has occurred or will occur. Explain why this happens (fewer than 50 words).

An invention can only be considered innovative until it is made into a socially usable product.

Which type of firm may develop a technology first, but wait until a competitor introduces the new product before making their move. Reactor Defender Analyzer Prospector

Analyzer

This type of health claim can be made on foods only and must be made by a scientific body belonging to the United States government or the National Academy of Sciences. Authorized health claim Authoritative statement claim Nutrient content claims Dietary guidance claims Qualified health claim

Authoritative statement claim

CRISPR shows massive potential as an innovative food genome editing technology. Explain one possible application of CRISPR. Why might it be difficult for CRISPR to gain acceptance with the public? How might the science community address this issue (100 words or less)?

CRISPR can be used to improve food safety by knocking out antibiotic resistance. It might be difficult to gain acceptance due to the fact that it is a new technology, and it involves gene modification. The scientific community can address these concerns through active education of CRISPR which will show the benefits and quell falsehoods.

Describe bioinformatics, and explain how this new discipline will help expand our understanding of compounds that occur naturally in food.

Combines computer science, statistics, mathematics, and engineering to analyze biological data. It will help us understand the mechanisms behind bioactivity and bio-safety of a large variety of compounds that occur naturally in food.

Correctly identify the strategy category innovation falls under. Operational strategy Prospecting strategy Competitive strategy Corporate strategy

Competitive strategy

__________ is a new methodology useful for designing new production systems and also describes how a new process will work and meet its performance requirements Conceptual design process Conventional design process Product design process New product development Superior idea generation

Conceptual design process

In regards to innovation development and management, list two benefits that result from trust and cooperation.

Cooperation and trust can lower development costs and accelerate process and product development.

Which type of strategy sets the overall direction of the firm (i.e., what the business is or wants to be in)? Operational strategy Prospecting strategy Corporate strategy Competitive strategy

Corporate strategy

Which type of firm has a culture that will attempt to locate and maintain a secure market presence, offers a limited range of services or products, and is not at the forefront of development or innovation in the industry? Defender Analyzer Reactor Prospector

Defender

Which type of health-related statement claim describes the health benefits of broad categories of foods or diets and does not refer to a specific disease or a health-related condition? Nutrient content claims Structure and function claims Dietary guidance claims Disease prevention claims Health claims

Dietary guidance claims

All of the following are health-related statements or claims that are allowed by the FDA on food and dietary supplement labels EXCEPT: Nutrient content claims Structure and function claims Dietary guidance claims Disease prevention claims Health claims

Disease prevention claims

This food production process creates objects of a fixed cross-sectional profile by exerting a strong shear stress on a mixture of food solids and liquids through a die. Emulsification Extrusion Ultra-high pressure processing Pulsed electric field treatment Osmotic membrane distillation

Extrusion

True or false: Nutraceuticals are a mixture of essential primary nutrients. True False

False

True or false: The FDA regulates food products according to the actual use of the product by the consumer. True False

False

True or false: The process of diffusion of a new item refers to the innovation process, starting with research or market demand and the movement toward its widespread utilization

False

Explain why few innovative ideas prove profitable (fewer than 50 words).

Few innovative ideas are profitable due to high costs of development, research, and marketing.

Briefly explain the difference between first-generation and second-generation functional foods in relation to nutrient density (100 words or less).

First generation functional foods typically are low in fat and salt or rich in vitamins and minerals. Second generation functional foods are built around preventing disease. These types of functional foods contain pre- and probiotics or n-3 long-chain polyunsaturated fatty acids.

List five forces driving the concept of functional foods.

Five driving the concept of functional foods are the following: expanded knowledge of the nutrition-health relationship, increased evidence of chronic disease, increased purchasing power of consumers, time pressure, and desire to prevent disease rather than cure disease.

All of the following are considered methods to extract or produce accessible components or ingredients from agricultural feedstocks EXCEPT: Mechanical crushing Heat treatment Chemical exposure Flexibilization

Flexibilization

Proteins can be separated from beans using this phase transition process: Microfiltration Fractionation Evaporation Reverse osmosis Extraction

Fractionation

Which food category or group do consumers believe has the highest level of health benefits beyond basic nutrition? Fruits/vegetables Fish/fish oil Dairy Fiber Meat and poultry

Fruits/vegetables

In the lectures, we briefly discussed some advantages of new developments in fractionation technology. Briefly state two of these advantages below (less than 50 words).

Has the advantage of shorter extraction times Less damage to the biomass in general Leaves the rest of the biomass in much better shape for further processing into other products

Explain the steps involved in ultra-high pressure processing in food preservation. Describe potential benefits that result because of this process (less than 150 words).

In ultra-high pressure processing, unprocessed batch product, often already sealed in its packaging, is loaded into a vessel or chamber. The product is then subjected to high levels of pressure. At these pressure levels, the interactions among molecules is different than the interactions at low levels. This causes a structural change in microorganisms, which ultimately kills them. Ultra-high pressure processing is beneficial because it is a non-thermal preservation method. In some cases you may not want to apply heat to a product because heat may causes c physical and chemical changes in the product.

All of the following are benefits of process intensification EXCEPT: Reduction in size of plant and equipment Fewer inputs during the separation process Lower capital and operation costs More environmentally-friendly Increases the total flows in the system

Increases the total flows in the system

Packaging that includes a color-changing sticker to indicate when a tomato has reached its peak maturity would be an example of _________. Modified atmosphere packaging Active packaging Intelligent packaging Quality-control packaging Convenience packaging

Intelligent packaging

occurs as the result of research activities and the creation of a product or introduction of a process.

Invention

Outline the four hierarchical levels of the conceptual design process. You are not required to discuss the deliverables, but you must identify and place each level in the correct order to receive full credit (less than 150 words).

Level 1 - Input/output definition Level 2 - Hierarchical decomposition into blocks based on composition and microstructure Level 3 - Map physiochemical transformation pathways needed in each block. Define tasks and operation conditions to achieve transformations Level 4 - Define operational units as collection of tasks operated under similar conditions and operation mode

This type of filtration process, with a membrane of >0.01 µm, is appropriate for low-pressure applications in which only the removal of bacteria is the objective. Reverse osmosis Nanofiltration Ultrafiltration Microfiltration Crossflow filtration

Microfiltration

Explain why food processors would favor radio-heating (RF) heating over microwave heating in commercial application (100 words or less).

Microwave technologies are not adopted at the industrial level because they have poor economies of scale (difficult to use for large through put) for high power systems and because of high capital costs as a result of process customization. On the other hand, radio frequency heating is more advantageous because the equipment needed is much less expensive and the longer wavelengths allow for more even cooking, resulting in a more consistent, higher quality product.

In your own words, summarize the function of modified atmosphere packaging (MAP) and explain the two basic types of MAP (less than 100 words).

Modified Atmosphere Packaging (MAP) reduces quality change and enhance the shelf life of food products by replacing the air around the product with another gas mixture. The two basic types are: 1) Gas MAP meant for products not physiologically active like ready meals, nuts, fish, etc. and Equilibrium MAP meant for products like fresh fruits and vegetables, which are physiologically active.

With a membrane pore size of <0.001 µm, this filtration system and process separates all molecules from a substance, leaving behind only water. Microfiltration Ultrafiltration Nanofiltration Reverse osmosis Crossflow filtration

Nanofiltration

This simple and inexpensive food processing technique heats food directly, through the application of an electric current through a conductive product. Microwave heating Radio frequency heating Ohmic heating Infrared heating Convection heating

Ohmic heating

Which type of strategy describes the goal-oriented decisions and actions of the firm's various functional departments? Corporate strategy Operational strategy Competitive strategy Prospecting strategy

Operational strategy

The general agri-food environment is often described using PEST-factors. State what each letter of this acronym represents and provide an example of each one.

PEST stands for political, economic, sociocultural/demographic, and technological. Political refers to laws and regulations, economic refers to statistics and trends, sociocultural/demographic refers to society's traditions and values, and technological refers to factors which indicate whether or not the firms products are affected by rapidly changing technology.

__________ is a process where centralized manufacturing plants produce half-finished products and assembled right before the customer purchases them. Postponed production Small-scale production Flexibilization Production formation and structuring Fractionation

Postponed production

All of the following are critical success factors for consumer acceptance of functional foods EXCEPT: Technology used Price Sensory properties Provides more than one benefit Perceived seriousness of disease

Provides more than one benefit

The key objective of this phase of the strategic management process is the formulation of possible courses of action. Evaluation Strategic choice Strategy analysis Strategy implementation

Strategic choice

The key objective of this phase of the strategic management process is to put the firm's innovation strategies into action.

Strategy implementation

Identify one future food processing challenge as discussed in your lecture. Then summarize an appropriate activity that food producers should focus on to address or solve that challenge. (Less than 50 words)

Student answers should be one of the four following processing challenges. Preservation: New technologies should be explored and existing technologies should be developed further to assure food safety and preservation while guaranteeing the most optimal quality of the products, in terms of consumer attractiveness and nutritive value (and balance) Feedstock processing and ingredient production: Sustainable technologies should be developed to fractionate agro-feedstock such that they can be utilized optimally Production formation and structuring: Technologies should be developed that enable the incorporation of various bio-functional ingredients and ensure their effectiveness (e.g., in the human gastrointestinal tract) Packaging: The developments in packaging roughly follow the same drivers: ensuring high attractiveness to the consumer while protecting the nutritional balance of the food

Trade secrets based on expertise and other information stored in people's heads is

Tacit knowledge

List and explain the top 3 reasons why functional foods fail.

The top 3 reasons that functional foods fail are the following: they relied too much on the health benefit, overestimated the potential market, or targeted the mass market too soon.

Provide one reason why a prospecting company might not become the market leader, even though they were first to the market.

This might be due to costs associated with development and marketing are higher or other firms copy the product and optimize it based on market experiences.

Porter's Five Forces include all of the following EXCEPT: Rivalry among existing firms Bargaining power of suppliers Bargaining power of buyers Threat of complement products or services Threat of new entrants

Threat of complement products or services

Bubba's Beverages, a new soft drink company, is looking to establish its production and distribution in the Atlanta, GA area just minutes away from Coca-Cola's headquarters. Summarize at least three barriers to entry that Bubba's Beverages will face as it attempts to enter this market.

Three barriers it could face are rivalry among existing firms, threat of new entrants, and threat of substitute products or services.

Because of our understanding regarding nutritional requirements and the necessity of micronutrients, two trends appeared in food production and processing that caused a major change in the quality of food products in the supply chain. From the choices below, select the two trends that led to this change (SELECT ALL THAT APPLY). Correct! Trend toward milder preservation processes Trend toward fresh products Trend toward faster delivery times Trend toward better processing machinery Trend toward more intensive preservation processes

Trend toward milder preservation processes Trend toward fresh products

A successful firm must repeatedly disrupt competitors, which requires innovation.

True

Functional foods are foods with a health benefit. True False

True

True or false: Nutrigenomics is the scientific study of the interaction of nutrition and genes, especially with regard to the prevention or treatment of disease. True False

True

Your book and lecture notes identified four challenges for the food industry in regards to the nutritional aspects of functional foods. Choose two of those challenges and explain why they are important considerations (100 words or less).

Two important challenges face the functional food industry. These two are the regulatory framework and the underlying science. The food industry is heavily regulated which could cause problems for upstart functional food companies. Also, funding research can be extremely expensive due to the costs behind food studies. These two problems are important challenges a functional food company will face.

Which product category of functional foods is projected to have the highest market revenue growth rate? Fatty acids Prebiotics and probiotics Vitamins Carotenoids Minerals

Vitamins