The distinction between innovative and functional products have for more than a decade been central to our understanding of how to design appropriate supply chains. However, the distinction between the two types of products, and the associated "optimal" supply chain, are blurring, as high competition forces commodity producers to move up the value chain and increase the innovative content of their products. The purpose of this paper is to use a single case study to test whether established supply chain models can be applied to an innovative commodity producer. The paper finds that although some established model still have merits, a supply chain strategy cannot only be based on product characteristics. Factors such ease of transport and uncertainties in materials supply needs to be taken into account and an effective supply chain may involve utilising decoupling point to combine the benefits of both efficient and responsive supply chains.