Lumi Juice: Concept to Store

Abstract

Lumi Juice was founded in April 2013 in Charlottesville, Virginia, by Hillary Lewis, a second-year MBA student at the Darden School of Business. Lewis's vision was to build a fully functioning manufacturing facility using a high-pressure processing machine instead of heat pasteurization, and to design and bring to market a new line of cold-pressed juices. The goal itself and estimated time to market were ambitious: Lewis wanted to put a product on the shelves of a major national retailer as soon as possible, using a limited initial investment of $500,000 and only two full-time employees. This case challenges students to take a project management approach in determining when and how to go about setting the product launch. This case has been used at Darden in an elective on project management. Excerpt UVA-QA-0845 Rev. Feb. 16, 2016 Lumi Juice: Concept to Store Lumi Juice was founded in April 2013 in Charlottesville, Virginia, by Hillary Lewis, a second-year MBA student who was one month shy of graduating from the Darden School of Business. Lumi, which stood for “Love U, Mean It,” was to be a new brand of 100% organic juice. To preserve the juices' nutrients and flavor, Lumi would be produced using high-pressure processing (HPP) instead of heat pasteurization. Lewis's vision was to build a fully functioning manufacturing facility complete with an HPP machine and to design and bring to market a new line of cold-pressed juices. The goal was ambitious: Lewis wanted to put a product on the shelves of a major national retailer as soon as possible, using a limited initial investment of $ 500,000 and only two full-time employees. High-Pressure Processing . . .