VIRIFIDES DIGITAL
Market research, competitive positioning, and product capability prioritization for a B2B Digital Product Passport platform.
Viripass Product Architecture Expansion
Evolving from a single-metric tracking tool into a multi-module ESG platform
The Challenge
Digital Product Passport (DPP) regulations are forcing enterprise fresh produce and supply chain buyers to adopt ESG tracking solutions. Virifides Digital had built its core DPP platform (Viripass) and sustainability initiative (Virigreen), but had only integrated a single metric out of 14 potential ESG parameters. In a compliance-heavy market where competing platforms handed buyers dense dashboards without actionable next steps, Virifides needed a sharp competitive audit and product positioning strategy to drive buyer ROI.
Market Research & Competitive Audit
Led a six-person market research project auditing direct and indirect platform competitors across tech and fresh produce, including PSQR, DiMuto, GS1 Europe, Billon Group, iPoint, Greenyard, and Dole to map feature architecture, ESG coverage, and market positioning across the category.
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Key Industry Insight: While competitors focused almost exclusively on generic carbon footprinting and raw origin tracking, they universally overlooked water usage efficiency. In fresh produce—where agriculture accounts for 70% of global freshwater use and water management directly impacts yield and compliance—this gap represented a high-value, unaddressed positioning opportunity.
Product Roadmap & Capability Prioritization
Synthesised competitive benchmarks and buyer research to define a prioritised 5-module feature roadmap for Viripass, balancing buyer, commercial value against technical integration complexity:
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Traceability & Transparency: Upgrading core supply chain origin and event tracking.
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Water Usage Efficiency: Capturing the primary market gap across produce supply chains.
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Sustainable Sourcing & Waste Reduction: Enabling circular economy metrics and yield optimisation.
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Greenhouse Gas Emissions: Standardising Scope 1–3 data reporting.
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ESG Risk Management: Providing governance oversight and risk flags for enterprise buyers.
Positioning Strategy & Impact
Repositioned Virifides from a passive sustainability compliance tool into an active supply chain intelligence platform—framing sustainability metrics as a trust and operational efficiency layer tied directly to enterprise risk management. Presented the competitive audit, value proposition, and modular roadmap directly to executive leadership to guide product development.
Disclaimer: Independent B2B market analysis and product positioning framework, delivered as an MSc live client project.
💧Water Usage Efficiency
Fresh produce water risk & scarcity metrics
PRIORITY MARKET GAP
☁️GHG Emission Tracking
Scope 1- 3 standardised supply chain data
FOUNDATIONAL LAYER (INITIAL STATE)
🔍 Traceability & Transparency
♻️Sustainable Sourcing & Waste
Circular economy & packaging reduction
🛡️ESG Risk Management
Governance oversight & compliance checks