The world’s #1 business game in Value Chain Management
Experience the power of a well-articulated supply chain strategy

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Discover The Fresh Connection

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The Fresh Connection is an innovative web-based business simulation game. It engages participants in turning around a manufacturer of fruit juices. In teams of 4, participants will represent the functional roles of VP Purchasing, VP Operations, VP Supply Chain, and VP Sales.
Participants will be confronted with various real-life, real-time dilemmas. Cross-functional understanding and collaboration are key components, as teams work together to turn the company around.

Learning objectives

The Fresh Connection is a versatile learning experience that can be adapted to meet the learning objectives required by higher education institutions and companies. Decisions related to specific topics in the simulation game can be switched on or off. This way every experience of The Fresh Connection is uniquely tailored to its participants’ needs, whatever their objectives.

Some of the key learning objectives are:

  • Build internal or external teams
  • Understand the importance and relevance of a company and supply chain strategy
  • Translate strategy into action
  • Learn to ‘speak the same language’ with other value chain partners, internally or externally
  • Experience the power of a professional and well-structured Sales & Operations Planning process
  • Supply Chain Risk Management
  • Appreciate cross-functional trade-offs in the value chain
  • Learn how to manage risks in the supply chain in a coordinated way
  • Learn how to manage and optimize the carbon footprint of the supply chain
  • Experience the power of a well-designed set of KPI’s

Game setup

Participants get to run their own virtual company called The Fresh Connection, a manufacturer of fruit juices. Faced with declining performance, the management team must get the company back on track as quickly as possible. It is a high-pressure environment in which effective supply chain management is the key to success!

Every decision a participant makes has trade-offs, both within and across roles. Alignment of all the disciplines and the implementation of an effective supply chain strategy will be key to success. Winning will be about generating the best Return on Investment (ROI) for the business while still managing your own team’s Key Performance Indicators (KPI’s) and targets!

Teams will experience the impact of every decision they make,
not just in their own functional ‘silo’ but across their business, and the entire value chain!

VP Purchasing

Responsible for selecting the right suppliers and agreeing service-level agreements (SLAs) with suppliers, including possible collaboration options.

VP operations

Must decide on capacity in warehouses and production areas and approve investment in bottling lines and mixers. Can introduces various improvement projects. Has the ability to outsource outbound warehousing.

VP Supply Chain

Manages inventories (safety stock and lot size settings), production intervals and the frozen period of production.

VP Sales

Agrees SLAs with customers, manages the product and customer portfolio, forecasts demand and can introduce collaboration concepts.

User interface

The Fresh Connection’s simulation software has been designed to be easy to use for everyone, on any platform from PC to tablet. There is no need to read a hefty manual before starting. All help information is integrated in the game-screens and can be read on a need to know basis.

Customize your experience!

Customize the complexity of your learning experience with our various thematic extensions.


The Fresh Connection “basic” levels are deeply focused on Supply Chain Management, including topics like safety stocks, trade units, payment terms, supplier selection, production, purchasing and more.


Customize the complexity of your learning experience with our various thematic extensions. Available extensions are: Sales & Operations planning, external collaboration, CO2 footprint/sustainability, or KPI’s.


Take it to the next level with our specialized variants in Constrained Capacity, Supply Chain Risk Management, Strategy Segmentation, or Logistics Footprint.

The Concept of Learning by doing

A Complex world requires experiential learning

A high-performing value chain requires collaboration from across the organization. Tearing down silos and creating the right cross-functional mindset can be a serious challenge.

How do you prepare for success? Ideally, you’d like to experiment with different scenarios wherein people learn to overcome various obstacles. This is where we come in: through our business simulation games, participants have the unique opportunity to learn by experience by immediately putting complex theories into practice.

Advantages of experiential learning:

  • Highly Engaging
  • Constant & immediate feedback
  • Higher Learning Retention Rate
  • Ability to apply theory to practice
  • Real-world experience minus the risk
  • Promotion of teamwork and soft skills
  • Cost-effective

Why is The Fresh Connection different?

For a subject as vital as Value Chain Management, it is not enough to tell people how it works. They must experience it! The Fresh Connection is a different way of learning that puts participants at the heart of a lifelike simulation so they can experience the impact of every decision they make, not just in their own ‘silo’ but across the business.

By team experience, participants measure their performance and receive constant feedback from the certified trainer leading the business game. Between rounds, participants reflect on their decisions and the outcome. They are introduced to new concepts and then go back to put what they have learned into practice in the next round. It is this ‘Magic Circle’ that makes The Fresh Connection so powerful.

Participants who have experienced The Fresh Connection find it is not only highly effective but has a lasting impact. Delivering long-term benefits based on business best practices makes The Fresh Connection the Ultimate Learning Experience.

Mastering the Supply Chain by Ed Weenk

The Fresh Connection is now available with textbook! Also available in Dutch!

‘Our Textbook ‘Mastering the Supply Chain’ is highly accredited by educators from all over the globe. It integrates theory with practice and aims to create a cross-functional mindset in students and practitioners. It provides a wide overview of relevant supply chain concepts and sets out life-like challenges.

“Mastering the Supply Chain is an excellent book that not only covers the understanding of core supply chain management principles but also adds a guided approach to mastering them.” Prof. Dr Tom Van Woensel
Professor Operations Management and Logistics,
Eindhoven University of Technology (The Netherlands)
and Antwerp Management School (Belgium)


Let’s get you started!

The Fresh Connection can be easily implemented into your curriculum with our Integrated Learning Approach but also in a L&D training program!

Read all about how to get started!