Australian New Crops Web Site
Supported by the Rural Industries Research and
Development Corporation
The thirteen steps
Since it is impossible to predict the outcome of a new crop development
initiative, the 13 Step process encourages a group to enter the marketplace
with a product, under a strict set of benchmark and monitoring conditions, to
test its marketability directly. The 13 Steps are as follows:
1. the proposal of the new crop by those willing to commit themselves
financially to such development;
2. the acknowledgment that new crop development is a high risk adventure;
3. the recognition of the need to protect intellectual property rights;
4. the assessment of the marketing potential of the new crop product, using
all relevant available criteria with an indication of those criteria for which
no information is available;
5. a theoretical assessment of the production potential of the new crop
using all relevant available criteria with an indication of those criteria for
which no information is available;
6. the establishment of an integrated development group comprising
producers, processors, distribution, and marketing partners with research
providers in a facilitation role;
7. agreement within the group of resource requirements, expected outcomes,
action plans to achieve them, and proposed distribution of any profits;
8. the establishment of a process of project monitoring to identify and
resolve problems quickly and efficiently;
9. the establishment of economic benchmarks and an agreement to abandon the
proposed development if these have not been met;
10. the establishment of a system of review to determine whether the
development is worthwhile and to analyze the critical contributions for success
or failure;
11. trial production for trial marketing;
12. trial production for trial processing and packaging; and
13. experimental production, using regional randomized replicated trials.
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Latest update 30 August 2009 by: ANCW