Future of Agrifood - Turning Insight into Impact for Winning Value Propositions

We are thrilled that you joined us at the Future of Agrifood Industry Workshop! Our industry workshops are designed to foster collaboration and problem discovery throughout the entire supply chain. All too often, we focus on our internal business challenges and fail to take the time to see the big picture and make strategic adjustments. By working with peer industry participants in the workshop, we have the opportunity to network and gain insight into the perspectives of our suppliers and customers. Below, you will find the key materials used in our workshop activities, including both pre-event guides and post-event results.

Post-Event Materials

Understanding the Value Proposition Framework

During the DIAL workshop, you used the Value Proposition Canvas as a tool to uncover what truly matters to customers across the agrifood value chain. From those exercises, we distilled the results into six one-page summaries: three from the food company perspective and three from the farmer perspective. Each one highlights the top three Jobs to Be Done, expressed in a simple, practical flow:

When [situation], I want to [action], so I can [outcome]. But [obstacle], because [reason].

Each job is supported by the key pains that make it challenging to accomplish and the gains that define success when it’s done well. Together, these pages capture the most important needs, frustrations, and opportunities identified through the breakout sessions.

As you review the summaries, look for patterns—where food companies and farmers share similar goals, or where gaps exist that signal potential for innovation, collaboration, or system-level improvement.

Turn insight into impact: the Purdue DIAL Ventures team can help you identify and activate opportunities for growth across your business. Contact Jarrod Sutton at suttonjs@purdue.edu to schedule a conversation.