From innovation to the consumer: a Design Thinking methodology for food SME’s access to retail markets

Abstract

This study analyzes the problems faced by small and medium-sized food-producing enterprises (SMEs) in gaining access to the retail channel in Mexico, with a particular emphasis on the state of Durango. Although SMEs account for more than 90% of food-producing businesses, they face significant challenges when competing with global corporations that operate under more established standards. Through the Fábrica de Negocio initiative, local producers have shown increasing interest in supplying major retail chains such as Walmart, HEB, and Soriana. However, rejection rates remain high because of shortcomings in logistics, packaging, pricing strategies, and regulatory compliance. To address this gap, a Design Thinking-based training model modified as per the B2B world was implemented, integrating five stages: empathize, define, ideate, prototype, and test. A diagnostic assessment conducted with ten companies revealed substantial improvements in both technical and commercial competitiveness, with notable gains in key aspects, such as product development (from 4.6 to 9.5), business model (from 4.6 to 10.0), and food design (from 1.7 to 8.3). The findings demonstrate that the presented methodology strengthens SME readiness, enhances product development processes, and improves alignment with retail market requirements, thereby reducing product rejection rates and allowing for easier assimilation into the formal retail sector.