By Kiara Rioferio

Last April, Pilmico & Gold Coin Group (Food Group) hosted an Ideation Learning Session facilitated by the AEV Transformation Team to support "The Mill," a broader innovation program aimed at fostering creativity and customer-centric solutions within the Food Group.

The Agribusiness Marketing and QSHEP COE worked together for an initiative that we call The Mill. It is both an initiative and a strategic move to tap the innovative minds of our partners across the Food Group. The Mill is a very good venue for transformation – using the ideas we all have for breakthrough innovation that will have a positive impact to our customers and to our business.

—Cleo Flores, Vice President, QSHEP

Food Group participants from various countries immersed themselves in a core mindset shift, leveraging tools like the Value Proposition Canvas (VPC), to explore real customer needs and develop actionable strategies. During the VPC activity, participants focused on developing a deep understanding of the pet owner persona for pet food innovation. They stepped into the shoes of pet owners, examining daily challenges, needs, and desires, such as the struggle to find nutritious and appealing food options for pets with specific dietary needs.

A VPC is a visual tool that helps us understand our customers and strategically design products or services that address their pains and meet their needs. Using this as one of the main exercises not only highlighted the importance of empathy in innovation but also made the concept of customer-centric design tangible and relatable for everyone involved. The workshop was highly interactive, with participants using digital whiteboards in breakout rooms to foster lively discussions and collaborative brainstorming, reflecting a dynamic approach to innovation.

How to be a customer-centric innovator?

Like Food Group participants in the session, try to reflect if you’re someone who builds ideas and products around the customer:

1. Empathy in Action: Do I strive to truly understand the customer's pains, needs, and experiences? Am I curious about their unique situations?
2. Questioning Constructively: Do I ask questions that cut through assumptions and reach the core of the customer's true needs and desires? Do I jump to conclusions or do I challenge my biases?
3. Rapid Prototyping: Do I quickly act on feedback to iterate and improve my ideas, showing a willingness to adapt and refine without waiting for perfection

A+10 Behaviors in Action

• Open: The session championed an environment where 'audacious' ideas were celebrated and explored, fostering a culture where creativity knows no bounds.
• Entrepreneurial: Fueled by curiosity, participants quickly iterated ideas, showcasing their eagerness and ability to respond to customer needs.
• Purpose-Driven: The driving force behind every discussion was to create meaningful innovations that meet real-world needs, aligning perfectly with the strategic goals of "The Mill."

“If we want a great idea, focus on the daily lives and problems encountered by our customers,” said Andrew De Vero of Farm Operations.

“Cliche as it seems, experience is the best teacher. It helps us think of great ideas based on the experience of everyone, said Chantal David of the Quality, Systems, and Processes team of Tarlac MeatMasters.

The learning session was formally closed by VP of Brand and Marketing, Joeben Gamatero, who shared these golden nuggets: "“Let us recognize that ideation is not a merely singular event. It does not happen overnight. It is a cyclical process and a continuous journey of discovery and evolution. Let’s nurture our curiosity with our customers in mind. ”

This session highlights the innovative spirit across the Aboitiz Group. It's a call to all employees to engage actively in initiatives like "The Mill" that drive our industry forward. Let's keep pushing the boundaries of innovation and collaboration across the Aboitiz Group!

The Transformation Team is thrilled to collaborate as partners in empowering A-People across the Group with a future-ready mindset and equipping them with essential tools for effective transformation initiatives. Together, we are charting a course towards a more innovative and impactful future, where each team member plays a pivotal role in achieving our Techglomerate aspirations.