Speaking to NutraIngredients-USA at the IFT trade show in Las Vegas, Jandali – the head of BASF’s new North American nutrition and health division – says BASF is focused on “customer-centric innovation.” One recent example of this is the recent expansion of the company’s food technology and applications center in Tarrytown, New York, which provides a clear signal to the market that BASF wants to work more closely with customers, he says.
Jandali explains that open innovation requires a different type of communication with customers. “It’s about thinking business-to-consumer, but acting business to business,” he says. BASF approaches customers with ideas that are based on market analysis and customer research and demographics as a means of opening up a dialogue with them. The nutrition and health division of BASF even has a slogan that speaks of its openness to co-creation: “Welcome to our kitchen.”
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