Identifying Winning Cultivars

Carlo Magni is the Global Insights Director at FORWARD Insight and Strategy and has over 25 years of experience in using sensory research to identify winning cultivars within breeding programs.

Carlo will be discussing the tools and techniques that innovators in produce can employ to drive the selection and commercialisation of new cultivars:

  • What to breed for, with a focus on how to define consumer-relevant breeding targets and product traits.
  • How to use end consumers to inform the advancement (or culling) of varieties through the breeding program and propagation stages, informing effective decision-making and delivering competitive advantage.
  • How to maximise and elevate unique competitive advantage through consumer-informed market positioning, branding, and market development implementation.


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