Operationalizing Sustainability: FNB Business Strategies for Responsible Consumption and Production (Bellbox Catering)
Description
The attainment of contemporary environmental objectives necessitates a profound transformation towards a Circular Economy (CE), requiring a fundamental re-evaluation of the fossil-based, linear economic model. Achieving this systemic food transition requires active involvement from consumers and all supply chain actors, with the supply side needing to integrate sustainability into innovation by diversifying ingredients, upcycling waste, and implementing packaging strategies. While literature advocates for incorporating the consumer perspective into design, practical implementation guidelines remain scarce. To address this gap, this study operationalizes the Circular Food Design (CFD) model, a consumer-oriented, structured tool for food innovation. Through a descriptive analysis of case study— optimization at Bellbox Catering—we investigate the model's efficacy in ensuring consumer involvement in product innovation. The research employed a Design Thinking 4D framework (Discover, Define, Develop, Deliver) to facilitate interactive engagement. Key findings confirm that structuring innovation around consumer insights and inter-actor engagement across phases is crucial for product advancement. The integration of insights, often sourced from secondary data and models like the DONE and CFCP frameworks , provides strategic direction and a market-oriented approach. The study highlights that innovation is an iterative process and stresses the critical need for integrating insights from various disciplines throughout development. While the cases were limited to the Discover and Define phases, the application confirmed the CFD model's value as a structured approach to consumer-oriented innovation in the Food and Beverage (FNB) sector.
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Institutions
- Bina Nusantara University