The Vitalvegetables project was established to develop fresh, functional and flavoursome vegetables with known health benefits. Key features of the approach to product development management and technology transfer/commercialisation were reviewed in detail. The review identified and led to the implementation of the following improvements: Adoption of a phase/gate process to manage product development, Risk reduction for industry partners and automated workflow to support commercialisation, Development of a process to provide pipeline of ‘science stories’ to support adoption, Expanding the offering for the roll out in the US while placing the expansion into Asia on hold.