Eat, Drink and be Healthy: A Paradigm Shift for Linking Food and Beverages Industry with People’s Knowledge and Institutions

The food and beverages industry has not yet established strong and vibrant linkages with the local communities to develop value added products and share the benefits. The paper lists seven models for building such linkages. The models range from mass sourcing the ideas and rewarding the selected ideas by acknowledging them on the package or otherwise. One can source even the product design from the people and every idea is reciprocated, acknowledged and license deal is negotiated. Likewise, different models involve people at different stages of value chain, or to different degrees and with various kinds of reciprocity. [W.P. No. 2012-06-02]. URL:[http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/15300721142012-06-02.pdf].