Insights into marketing milk bioactives
2002
Moss-Smith, G. (GroPep Limited, Adelaide (Australia))
GroPep is a publicly listed, Australian biopharmaceutical development company focused on application of growth factor technology to the pharmaceutical industry. WGFE is a growth factor composition extracted from milk products. Extensive characterization has demonstrated its potential usefulness both as a serum "extender" in industrial cell culture and as a pharmaceutical for treatment of certain tissue damage. Even though the cost of developing WGFE as a serum extender is an order of magnitude lower than for developing it as a regulated pharmaceutical, it has proven much more difficult to raise finance for that application. Both applications share a common technical risk and it is proposed that asymmetric exposure to this risk explains the failure of the product in the cell culture application. Extrapolation to nutrition applications suggests that commercial success is most likely for products developed as regulated pharmaceuticals.
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