Creating A Food Business Model: Case Study of Traditional Drinks Made From Roselle, Millet, And Corn
Date of Award
Fall 10-17-2025
Document Type
Thesis
Degree Name
Master of Science (MS)
Department
Agricultural and Environmental Sciences
Program Option
Agricultural and Resource Economics
Advisor
Eunice Bonsi
Co-advisor/Committee Member One
Robert Zabawa
Committee Member Two
Youssouf Diabate
Committee Member Three
Desmond Mortley
Comittee Member Four
Lucy Asare-Baah
Abstract
This study aimed to develop a comprehensive process flow for establishing a small food business, using traditional drinks made from millet, roselle, and corn as a case study. The specific objectives were to (1) identify the steps involved in developing a food product, (2) perform a sensory evaluation of the developed drinks, and (3) develop a prototype business plan to commercialize the most preferred drink. This study adopted a case study approach of a food business in producing traditional beverages. Consumer preferences were evaluated through sensory evaluation of the formulated roselle, millet, and corn drink recipes. Consumer evaluation data were collected during the 2023 Professional and Agriculture Workers Conference from students, staff, faculty, farmers, and professionals at Tuskegee University and the Renaissance Hotel. Sensory evaluation was conducted to gather consumer feedback on visual appearance, taste, flavor, aroma, and overall acceptability, using a 7-point hedonic scale.
Sensory data were collected on the Tuskegee University campus in Henderson Hall, the post-harvest center, and John Kenny Hall. Stata was used to analyze the data according to this study's objectives. The data were analyzed using descriptive statistics, including means, frequencies, and percentages. The selling price was determined using cost-based pricing with a 25% markup. A cost-benefit analysis was conducted to assess the economic viability of production and commercialization.
The consumer sensory evaluation showed that the Millet drink received the highest overall acceptability score (5.75) and was rated highest in taste (5.69), flavor (5.43), and aroma (5.63). However, it received the lowest score for visual appearance (4.64). The roselle drink had the highest score for visual appearance (6.31), likely due to its vibrant color. However, it had the lowest scores for taste (4.69), flavor (4.83), aroma (4.97), and overall acceptability (5.10). The corn drink was ranked second in all attributes. With a mean score of visual appearance (5.45), taste (4.97), Flavor (5.07), Aroma (5.61), and overall acceptability (5.34). A one-way Analysis of Variance revealed a statistically significant difference (p < 0.05) in overall acceptability among the drinks. Post-hoc analysis using Tukey’s HSD indicated that the millet-based drink had the highest acceptability rating, making it the preferred choice for further product development and commercialization.
The results from the pricing analysis indicated a selling price of approximately $2.73 for a 350ml bottle ceteris paribus, demonstrating competitiveness with similar beverages on the market. The Benefit-Cost Ratio (BCR) of 1.25 confirms that the business is financially sustainable, with a 25% return on investment, meaning each $1.00 spent generates $1.25 in return.
The results revealed that consumers discover new food products through grocery store displays (43.36%), online reviews (32.74%), social media (57.28%), food blogs (23.01%), and word of mouth (67.26%). Additionally, the results indicated that 84.07%, 37.17%, 23.89%, 34.5%, and 50.44% of participants preferred to purchase millet drinks from grocery shops, convenience stores, online, health food stores, and farmers' markets, respectively. Based on these findings, a business model was developed for commercializing millet drinks.
The developed business model addresses common challenges small food businesses face, offering strategic solutions to enhance their chances of success. This study's comprehensive business model is a valuable resource for food entrepreneurs, ensuring that all aspects of product development and commercialization are addressed effectively.
Recommended Citation
Nyame, Josephine, "Creating A Food Business Model: Case Study of Traditional Drinks Made From Roselle, Millet, And Corn" (2025). College of Agriculture, Environment and Nutrition Sciences Graduate Theses and Dissertations. 8.
https://tuspubs.tuskegee.edu/caens_etds/8