Entrepreneurial innovation through quality function deployment: From customer voice to measurable design in a ready-to-eat taro product

Marco Teles

doi:10.29073/jer.v3i2.53

Authors

Marco Teles University of Madeira https://orcid.org/0009-0005-4302-7478

DOI:

https://doi.org/10.29073/jer.v3i2.53

Keywords:

House of Quality, ISO 16355, Oxygen Transmission Rate, Quality Function Deployment, Ready-to-Eat

Abstract

This article couples a critical review of QFD in food engineering with a hands-on House of Quality for a ready-to-eat (RTE) taro product. We translate the Voice of the Customer (VoC) into auditable, process-controllable HOWs—including pH limits, shelf-life targets, validated allergen control, sensory thresholds, and quantified sustainability indicators (packaging oxygen transmission rate [OTR], water vapor transmission rate [WVTR], % recycled content, supplier certification criteria). Using exploratory consumer data (n = 24) and expert judgment, we compute importance weights and roof correlations that surface key trade-offs among safety, texture, convenience, and clean-label positioning. The result is an ISO 16355–aligned blueprint that connects consumer value to engineering decisions and supplier QA, suitable for Stage-Gate governance. While the sample is modest and generalization is limited, the template is replicable and raises the bar for operationalizing “sustainability” and “quality” beyond declarative claims. We discussed limitations and provide a checklist to adapt the HoQ to other RTE products. Further, by tying VoC to measurable targets and gate reviews, the blueprint supports opportunity validation and de-risked commercialization pathways for entrepreneurial food ventures.

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