Trusted source of
plant-powered
specialty ingredients
Enabling small-scale, coconut, and tropical fruit farmers in the Philippines sustainable access to the global market.
Responsive Web & UX Design
Finance and Asset Strategy
Spatial and Technical Process Design
UX & Program Management
OVERVIEW
Hatchgrove is a social enterprise project that supports small-scale coconut farmers in the Philippines by providing critical farm-to-market access through research and development, technical training, organic certification, consolidation, and export promotions. The project was initiated in 2013.
THE CHALLENGE
The lack of financial resources, technology, market access, infrastructure, and the lack of knowledge to see past traditional farming methods and products have limited the opportunities for small-scale coconut farmers and enterprises.
WHAT I DID
In 2009, I was part of the founding team of OFPAP, a non-profit organization for organic farmers and producers in the Philippines. Our team introduced new gluten-free and low-glycemic coconut nectar products in the US, including coconut sugar, coconut aminos, coconut syrup, coconut vinegar, and coconut flour, to name a few.
In 2013, I orchestrated the development of a centralized plant-based agri-food tech facility at Hatchgrove. I conducted UX research and wrote a comprehensive project feasibility study. I analyzed the product supply chain, developed new products, and worked on the physical and digital design utilizing spatial planning and technical design skills to deliver the processing facility. I also designed branding, identity, packaging, trade show exhibits, and built a responsive website. I also organized the supply chain, facilitated USDA organic certification for farmers, and participated in US trade shows to bring plant-powered ingredients to the global marketplace.
KEY TOOLS
Usability Testing, User Interviews, Research Contextual Inquiry, Literature Review, Surveys Content Strategy, Wireframing & Prototyping Google Suite, MS Suite, Survey Monkey Sketchapp, Principle, Figma, Invision, Illustrator Photoshop, Excel, Sketching, Pair Designing
DESIGN & DEVELOPMENT APPROACH
Our team designed and implemented several initiatives utilizing strategic design tools (product design, service design, and communication design) to develop solutions that can improve farmers’ socio-income and bring plant-based ingredients to the global marketplace.
Coconut Resource Utilization:
Researched market needs and developed new products. Utilized the whole coconut fully to increase product yield and eliminate by-product waste.
Centralized Processing:
Established an organic certified Integrated Coconut Processing Facility for small scale farmers.
Technical Training:
Provided technical training to farmers and processors to migrate from traditional coconut farm products to value-added organic coconut specialty products.
Marketing and Promotions:
Developed a responsive website, promoted online presence, and attended trade shows to bring Philippine organic ingredients to the global marketplace.
STRATEGIC DESIGN & UX RESEARCH
Research Participants
Farmers, Community Grower Groups, Wholesalers, Equipment Suppliers, Technical Process Engineers, Food Scientists, Chemists, Agronomists, Financial Consultants, Certification Consultants, Regulatory and Government Agencies, Logistics, International Market Consultants, Food Brokers, Distributors, Potential Users
Design & Research Process
Conducted strategic design as well as qualitative and quantitative UX research to define, validate, conceptualize, and orchestrate the project. Gathered market intelligence, identified user needs, specified business requirements, and developed product strategy, process flows, functional specifications, and product roadmaps. Analyzed supply chain and technical processing. Crafted project financial feasibility models. Implemented and prioritized user stories based on strategic alignment with the vision, product roadmap, budget, and customer value.
Market Research and Development
Analyzed consumer reports, articles, scientific journals, manuals, and books to understand international trade, organic certification process, specialty foods market, integrated ingredient processing, and coconut farming. Studied data to assess trends, market landscape, user needs, and first-hand buyers’ insights.
Strategic Design and UX Research
Conducted qualitative and quantitative UX research process, Field Studies, User Interviews, Diary Studies, Stakeholder Interviews, Contextual Inquiry, Interview with Subject Matter Experts, Survey, Competitive Analysis, SWOT Analysis, Program Analysis, Demographic Analysis, Opportunity Insights, Design Insights, Literature Review, Market Research, Technical Research, Conference attendance, Trade Show Participation
PRODUCT SUPPLY CHAIN RESEARCH
Developed Product Journey Map to analyze the supply chain and product flow of the specialty ingredients industry. Diagrammed product journey map of specialty food ingredients to dissect the global supply chain ecosystem. Analyzed product and market requirements, identified stakeholders to lower delay in processes, increase efficiency, raise output, enhance supply chain network, and ensure a sustainable supply of products.
PRODUCT JOURNEY MAP & GLOBAL SUPPLY CHAIN FLOW
BUSINESS MODEL & FINANCIAL RESEARCH
I conducted preliminary research and competitive analysis to identify key target audiences, uncover user needs, and understand market behaviors. I developed the value proposition, established the business goals, defined potential product offerings, and determined vital partners, suppliers, strategic alliances, and stakeholders.
I analyzed vital infrastructure needs, manufacturing requirements, and processing equipment suppliers to determine the development budget, scope, and schedule. With financial modeling, I assessed the project’s economic viability by evaluating start-up costs, project financing, operating expenses, cash flow, and forecasting future performance to validate the business and product model.
PROJECT DEVELOPMENT APPROACH
Gathered and reviewed information on technical processing, equipment/machinery requirements, architectural/engineering specifications, and digital requirements. Crafted a spatial matrix diagram and site development plan. Developed an industrial process flow diagram to help plan and design the facility efficiently.
KEY DELIVERABLES
Developed innovative & first-to-market products
Developed new and innovative products using centrifugal, aseptic, and freeze-drying technologies. Established the product development process flow for coconut puree, coconut smoothie, never-heated virgin coconut oil, coconut milk, coconut seasoning, coconut aminos, coconut nectar products, coconut vinegar, coconut chips, among others.
Formed key partnerships
Built collaborative alliances with stakeholders including community farmer groups, organic communities, certification agencies, food processors, technical and financial consultants, vendors, material suppliers, and international buyers. Secured key partnerships with Wholefoods Market CPG brands and CPG companies in Europe, USA, Asia, and Australia to supply bulk organic ingredients.
Built product processes & web app
Conducted research, gathered user needs, assessed market trends, defined product requirements, and established the product strategy, process flows, functional specifications, and roadmaps. Built content strategy, information architecture, wireframes, branding, prototype, and frontend of web app using visual programming.
Designed & developed coconut facility
Developed an integrated processing facility. Designed a trade show exhibit that was recognized as one of 41 Standout Exhibit Ideas at the 2018 Institute of Food Technology (IFT) Annual Convention. The coconut gluten-free product line was cited at SF Winter Fancy Food Show as one of the “Top Five Food Trends”.
THE RESULTS
THE DESIGN & UX RESEARCH IMPACT
Design Research and UX Research enabled us to understand users’ mental models/preferences, evaluate market demands, analyze competition, recognize opportunities, design strategies, identify benchmarks, build financial and business models, and innovate new products. The research insights helped in developing engineering design and facility plans while streamlining production processes.
Qualitative and Quantitative UX Research
INDUSTRY RECOGNITION
Cited as one of 41 Standout Exhibit Ideas at the 2018 Institute of Food Technology (IFT) Annual Convention for the trade show booth that I designed. In addition, the coconut product line was previously cited at SF Winter Fancy Food Show as “Top Five Food Trends” for the gluten-free coconut product line.
Institute of Food Technologists (IFT) Citation
INTERNATIONAL CERTIFICATION
Hatchgrove farms and processing centers have been certified internationally by Ecocert and global certifying agencies. These certifications include USDA organic certification, EU organic certification, Japan Organic certification, Kosher certification, Ecocert Fair Trade certification, Carbon Neutral certification.
Industry Certification
PRODUCT & MARKET DEVELOPMENT
THE PROCESSING FACILITY
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