Innofarms is a young agri-processing startup aimed at reducing food wastage. It has two major product lines: mobile food processing machinery for pulping of fruits and finished edible products made from fruit pulp. The processing machinery was the major innovation of the company as it was a low-cost vehicle-mounted mobile technology that could be transported to any location. Their technology enabled aseptic processing of preservative- free fruit pulp. Innofarms was now at a cross-roads as it considered which major line of business to promote, as both lines had their own challenges.