While they’re at least three times as expensive as a normal egg, Marigold eggs can be found in every top chef’s kitchen. With its rich yellow yolk and intensely creamy texture, ‘the Queen of eggs’ adds a distinctive extra touch to dishes. The secret to their delicious success? Chicken royalty, nourished with a unique feed containing dried marigold.
Value creation was the main theme during the second edition of Vetico’s Next in Knowledge, an exclusive event for clients and suppliers. At our venue The Duke in Nistelrode, we challenged our guests to “see things differently”.
Inspiring speakers
We invited three inspiring speakers to help us in this quest. The first was Rogier van Kralingen, author of De Groeimotor (The Growth Engine) and a number of other books. In his address, he drew attention to the rapidly accelerating rates at which the added value of products and services becomes obsolete, making constant innovation necessary to stay ahead of the competition. But how do you ensure the ongoing success of innovation? It helps to view value-added innovation as a process, with the help of the Innovation Matrix tool.
Ariane van Mancius (founder of Now New Next) presented the Marigold success story. She has built a powerful brand together with poultry farmer Jos Nelissen, who had dreamt of becoming a brand owner. Ariane also took attendees through the adventure behind Up the ladder, focusing on the central question: how do you create added value for a brand on different levels?
A white shirt for 750 euros
Entrepreneur Ron Simpson gave the concluding address, and left everyone considering value creation in an eccentric, energetic way. Particularly in markets for seemingly interchangeable products, such as the world of eggs. He shared the example of a basic white T-shirt, which is available online for just a few euros, but when Prada adds a €750 price tag, it becomes a success story.
Finally, Ron proved that creating value can be surprisingly simple. In less than ten minutes, he guided the audience through the process of creating a completely new product proposition: bottled water for pets. *Woof*.
Second Edition
With our Next in Knowledge series, we aim to inspire our clients and suppliers on matters to which Vetico and its companies are making an active contribution. The topic last year was sustainability; other topics include regulations, materials, packaging development and strategy. In addition to co-packing, we are increasingly building on our role as a knowledge partner, and we will continue to invest in this in the coming years.
To get a feel for the atmosphere at the last Next in Knowledge event, view the photos from this inspiring day.
