Cross-functional teams containing both food and consumer experts (and other relevant expertise) enable an on-going dialogue between different specialists. This promotes knowledge exchange in recent developments in technology and market environment. In cross-functional teams, the goal setting can take into account both the technological demands and boundaries set by consumer behaviour and market conditions. By providing organisational platforms for exchange of views, cross-functional teams are likely to also encourage informal communication between experts and even enable rotation of tasks from one discipline to another.