I decided to focus on Incredible Eats because I love any sustainable products that help climate change. Plastics are in everything and make up the majority of landfill waste around the globe. Incredible Eats provides edible utensils for businesses to help reduce their contributions for damaging the earth, however, Dinesh is thinking too small. If his products are as delish as Lori explained, then he should be trying to tap into the consumer market as well.

Incredible Eats is a company producing edible utensils for restaurants and food providers to decrease the amounts of plastic being used in the industry. Because they aim to focus on B2B transactions, the products also vary in flavors to accommodate this sector by considering flavor. This increases the desirability of the products because more people are likely to use their products if they don’t affect the taste of their food.

Incredible Eats is after a market that values sustainability and alternative solutions to waste. And, there are few companies that are able to fill this gap of sustainable single-use utensils. Alternatives to plastics are being discovered more frequently, yet I have not seen any options that are edible. More and more businesses, restaurants, and individuals are focusing on their impact on climate change, and Incredible Eats offers an easier process to assist.
The need for consumers is created from different angles. Firstly, customers can feel good about disposing of their utensils after a single use through eating them or through them away (because they decompose quickly). Also, customers are supporting a small business combating climate change which further supports social entrepreneurship practices. More importantly, big businesses can reduce their plastic pollution which is needed for the overall well-being of the Earth.

Incredible Eats, though an amazing product and company already, needs some repositioning to appeal to a wider audience. Firstly, the brand should redo packaging to explain more about the product. The simple design is appealing, but consumers will not understand the full uses and benefits of the products with current packaging. Also, the company should open up its target market. Yes, big business will accomplish the highest systemic change in plastic reduction, however, that is more likely to be driven by consumer pressure. This can be accomplished by opening up market strategies to position the product in grocery stores to begin that learning process to increase awareness.