Product / service: TEN Media developed and improved on-shell laser marking technology and equipment.

Functions: Consultant, Business Development Director

Issue: TEN Media’s revenue model was based on traceability. Contrary to the EU, US legislation does not force egg graders to mark individual eggs with a traceable production code and a freshness date. TEN was keen to export its technology beyond the United States and to optimize its product and service offering for the American market.

After having researched the US market, we advised TEN to utilize the high-quality laser marks beyond traceability, as consumers would not pay an additional fee for the eggs’ sourcing information. We developed a sound business development strategy that was validated by key European market players.

Status: TEN Media decided to ignore Eggnology’s advice and continued focusing on traceability in the United States as its sole business model. The company went into voluntary liquidation in 2016.