Ustukiu Malunas is a manufacturer of traditional grain products with an innovative twist. It aspires to differentiate itself from the competition, and one of the ways to do so is to constantly develop new products. The source of its many ideas are universities. To implement these ideas, they regularly engage in collaborative projects. One project aimed at developing technology and lactobacillus cultures for its line of fermented products. The technology was based on university research and a vision of transferring it to the company. However, the company had to adapt to this opportunity by upgrading its laboratory to deal with microbiological cultures and acquiring new skills.