On a mission of reducing methane burps: A case study of commercialising a low-carbon innovation in the food industry

Abstract: Commercialising low-carbon innovations implies complex issues to be managed but is a necessity to attain a transition of industries for a sustainable future. This thesis investigates how an innovator can facilitate the adoption of their low-carbon innovation among stakeholders within the food industry. The case of Volta Greentech’s commercialisation of methane-reducing feed supplement for cattle is studied to explore commercialisation on industry and consumer markets simultaneously, which has so far been limitedly researched. The research was based on a qualitative case study, performed in an iterative process where data was collected through interviews and document sampling. Through interviews with stakeholders of the innovation, a mapping was conducted over these as well as their interests and barriers to adopt the innovation. The thesis uses theories such as the power-interest matrix and diffusion theory to analyse how the innovator should position themselves in relation to their stakeholders and manage commercialisation decisions. In addition, a revised framework for the food system in which Volta Greentech’s innovation operates is suggested as a tool for understanding its interdependencies. In conclusion, key activities include being attentive to early adopters’ needs for product and business model modifications, creating testimonials through collaboration with direct stakeholders, and communicating these to attract authorities’ attention. Keywords: low-carbon innovation, b2b and b2c commercialisation, methane-reducing feed supplement, stakeholder mapping, sustainable food system