It has a unique combination of nutritional properties that make it much easier on the gut due to its type of gluten and high presence of lutein which is also great for eye health. It performs well in baking with attractive yellow colour and good flavour profile. These properties make Tritordeum a great new option for the health-conscious consumer. Sam joined the program with a belief in Tritordeum as a cereal and the contribution it could make based on its commercial and agronomic performance in Spain. Sam acknowledged that for Tritordeum to realise its potential he had to build a much greater understanding of the market and clarify where value could be created and captured.



The Lean Canvas and Value Proposition Canvas tools resonated strongly with Sam. They cemented the difference in value-adding versus commodity thinking and the subsequent knowledge gaps Sam would need to address to ensure Tritordeum would not end up as a commodity grain. These included branding and marketing, customer and channel understanding, industry knowledge and consumer insight. The Ideas Program equipped Sam with the tools and network to immerse himself in the discovery process to address these gaps.

Subsequently, Sam has followed up with several industry emersion discussions through the Rosewood institute and has conducted discovery interviews with consumers of artisan breads, artisan bakers, millers, and potential producers.