Utilizing a CRISPR-Cas9 targeted foodborne pathogen antimicrobial within livestock feed: A Market Research Perspective

Abstract

A customizable CRISPR-Cas9 targeted pathogen killing system has recently been studied and offers potential as a novel antimicrobial product in the production livestock animal market. Questions remain however regarding the commercialization and market acceptability of the new CRISPR-Cas9 product. A study was designed to evaluate the product's value, the target customer, and the regulatory aspects of how the product will move in the target market ecosystem. The current study utilizes a three-pronged integrated methodology involving attendance of a market research workshop to learn the tools necessary to complete market research, an interview process, and a comprehensive literature review. Overall, the interviews resulted in 20 interviews consisting of industry experts, production livestock operations personnel, regulatory experts, and academicians. Additionally, the primary focus of the market ecosystem for the novel product was found to be the regulatory process. This determination was established on the basis of the definition of the product being one of a new animal drug with intent to reduce foodborne pathogens in the public sector. Overall, our study maintains that our new CRISPR-Cas9 biotechnology offers producers an alternative intervention method, could improve consumer perception, and outlines a regulatory pathway for the target market ecosystem.