Hebon: Transforming Indian Jackfruit from Weed to Wonder Food
In 2017, the humble jackfruit, which grew in weed-like abundance in India, gained sudden prominence in the United States. The underutilized jackfruit crop was also gaining recognition globally for its role in addressing food security issues. An entrepreneur who had pioneered methods of jackfruit processing at Artocarpus Foods Private Limited in his native state of Kerala, India, had faced many entrepreneurial challenges in establishing Hebon, his brand of processed jackfruit products. Now he was considering whether to pursue the opportunity to exploit the overseas market or to continue focusing on domestic expansion. Subhanjan Sengupta and Arunaditya Sahay are affiliated with Birla Institute of Management Technology. Margaret Osborne is affiliated with Seneca College of Applied Arts & Technology.