DESIGN IN THE FOOD SECTOR COMPANIES

In today's society, where consumption and multilevel business is part of the vast majority of human activities, the design represents the ideal discipline to carry proper identification of products and services offered, together with the optimal differentiation them over the competition. Through Design Plan, companies like that have a perfect tool market position and competitiveness, integrated strategies in product development, service design, media and marketing company.

However, the integration of Design (erroneously uniquely associated with creativity) and Innovation (conventionally identified under optical technology and productivity) raises many strategic and operational questions for the company.

Initially it should be clear that the design is a methodology that includes many disciplines that can be applied throughout the production chain, providing value to each of its phases. Thus, the Product Design will help us establish criteria stage improvement in industrial research and development; Service Design enable the study of needs and consumer analysis to develop new products and services and settle in the market; Branding and Communication Design strengthen and disseminate successful products and services in the media ... As we see, the design can be integrated into almost all of the actions taken by the company.

Understand the meaning of design as a strategic business tool that will allow us to apply the multi-service product-service-brand-communication, which will enable us to properly assimilate perfectly integrated and implemented in our companies. Conceive Design in sum as a global strategy and not as an occasional patch.

FIAB the Federation of Industries Food and Beverage), says that "the effort in business innovation and design implementation, resulting in a high capacity to transform new ideas and knowledge in real or advanced services and high quality that achieve better market shares and provide greater benefits for businesses and consumers." This enables organizations to further develop technology and active industrial strategies, extending the range of products and services offered, and keep the market open new niches by detecting and internationalization, improving manufacturing flexibility, reduce costs, improve conditions work and environmental impact... Design, therefore, is not only the company stationery or packaging of the product (although...)

The methodology of the design is based on the implementation of a holistic model to analyze events from the point of view of the multiple interactions that characterize them, using a multidimensional strategy of cultural, economic, productive and technological elements, to provide a new integrative vision to go beyond mere technical or creative approaches and systematic aspects of the disciplines that comprise it. The Design Thinking, high corporate roots in northern Europe, is a good example of holistic integrated business model from the very conception of it.

Design=Innovation=differentiation=success=design is the chain of equivalence that the on-line Monitoring Agri-Food Design @diseadesign (www.odiseadesign.es), developed as programmatic definition on its main claim. The platform, developed by ainia in collaboration with Impiva (Institute for Small and Medium Industry of Valencia), disseminates new trends in the food industry and its relationship with the design under parameters covering almost all areas of agri-food products and services: Leisure, health, sustainability, practicality, physical and demographic.

Ainia in Valencia, Surgenia in Andalusia, the Spanish Observatory of Design and OPTI in Madrid, BCD in Barcelona, ​​ OBS in Murcia are, among others, large institutional platforms created to address all issues that may arise in companies field of design and technological innovation.

Our recommendation, given the extent of the areas in which design can affect the strategy of companies in the food sector is well know and study their characteristics. Numerous web portals and platforms, in addition to public and private observatories such as those indicated below, have a lot of practical information that can consult documentation to establish the conditions for the implementation of a Design Plan to the company.

"Without innovation and design a country can not progress" Philip VI. National Awards for Innovation and Design in July 2014 in Valladolid.

+info:

• Online Monitoring Design Agri-Food @diseadesign: www.odiseadesign.es
• Report "Design in the food industry": http://disseny.ivace.es/images/Bloque1/Desarrollo_de_producto/3/recursos/observatorioainia.pdf
• Report "Design Experience in the food industry":http://es.slideshare.net/ainiappt/experiencias-de-diseo-en-el-sector-agroalimentario
• IVACE disseny Web site: http://disseny.ivace.es/
• Design in the food sector, DISAL Web:  www.ainiadisal.es
• SURGENIA, Andalusian Technological Centre of Design: www.surgenia.es
• Innovation Platform Food for Life Spain: www.foodforlife-spain.org
• Monitoring of Industrial Technological Perspective (OPTI): www.opti.org
• Spanish Design Observatory: www.observatoriodeldiseno.es
• BCD Barcelona Design Center: www.bcd.es
• OBS Observatory of Design and Architecture of the Region of Murcia: www.obsmurcia.es