The Bud Fruitfulness team came to the Hatch program having already conducted significant research into a method of measuring and recording the ‘fruitfulness’ of grape fruit buds in vineyards. Their research hypothesised that an accurate measurement of bud fruitfulness would allow grape products to more accurately predict their yields at an earlier stage, and adapt their pruning to achieve that targeted yield. They wanted to validate problem sets that the device could help solve, the customer segments who would benefit most from the product, and a path to market for the commercialisation of the product.

The Hatch program assisted the Bud Fruitfulness team in better understanding their targeted customers and the problem sets the device could help resolve. The customer interview process highlighted that there was a portion of their customer segment for whom the problem existed but were not compelled to address it because of a reticence to change existing practices.

For others, such as vineyard owners or managers, the bud fruitfulness device offered an additional tool to support more accurate and informed decision-making which significantly impacted their yield potential. The Hatch program allowed the Bud Fruitfulness team to rigorously test their deeply-researched concept with real-world application, helping them clarify both the targeted customer segment for the product and its value proposition.