Consumers’ shifting tastes have made sustainable growth for firms in the food industry increasingly difficult. Scholars and industry practitioners constantly try to develop business strategies to deal with disruptions in modern food markets. This case uses Brazilian company Mantiqueira as an example of how a company can adopt demand-driven innovation and embrace disruption to aid its sustainable growth over the years. We follow the success of Mantiqueira in the market of eggs, from its humble beginnings until its dominance in the Brazilian market. With the use of data, the case (1) shows the current challenges faced by Mantiqueira and (2) asks readers to participate in the next round of decisions that Mantiqueira will have to make in order to hold its market share. This case is intended for use with graduate students and professionals in the agribusiness and food industries. It can be used to develop competencies associated with decision making for agribusiness firms, particularly for those faced with changes in the demand side that require new marketing strategies and capital investments.

中文翻译：

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曼蒂基拉：鸡蛋业务的创新与颠覆

消费者口味的转变使食品行业公司的可持续增长变得越来越困难。学者和行业从业者不断尝试制定商业策略来应对现代食品市场的混乱。本案例以巴西的Mantiqueira公司为例，说明公司如何采用以需求为导向的创新并拥抱颠覆性，以帮助其多年来的可持续增长。我们一直关注Mantiqueira在鸡蛋市场上的成功，从其不起眼的发展到在巴西市场的统治地位。通过使用数据，案例（1）显示了Mantiqueira面临的当前挑战，而（2）要求读者参与Mantiqueira为保持其市场份额而必须做出的下一轮决策。该案例旨在供农业综合企业和食品行业的研究生和专业人士使用。它可用于发展与农业综合企业决策相关的能力，特别是对于那些面临需求方面变化，需要新的营销策略和资本投资的企业。