"Our goal is the delivery of high-quality, tested culinary concepts that can be quickly converted into successful commercial products," said Kevin Buck, president of The NFL. "It's the combination of culinary arts with product development and commercialization expertise that truly makes this offering unique, innovative and compelling."
The week-long process begins with a three-day collaborative session at The CIA's Greystone (St. Helena, Calif.) or Hyde Park, N.Y., campus. During this session, a cross-functional client team is joined by specialists from The NFL and chefs from The CIA to brainstorm across different product platforms, create culinary protocepts, and design commercialization punch lists. The winning concepts and protocepts are then evaluated by consumers at the end of the week in a concept-product test. Results are captured and used to prioritize concepts for future product development.