Ask HN: Bringing Lean Thinking to traditional industries?

So I decided to do a food startup, and lined up a small pilot trial for a MVP of a snack product I've been working on since July. It's low tech. I've gone out and talked to a bunch of people who have loads of experience in the food industry - I certainly don't. They have ALL said to me that I'm mad to go ahead and do this pilot trial. They state reasons such as "you will confuse your customers" when you start/tweaking the product and labeling or that I should really be making final versions of labeling instead of just going with the first iteration... no point in doing the work twice. The thing is that they just don't get the whole MVP concept AT ALL, not that I tried to explain it to them. It's strange though, because I would have thought that if there's one industry that MVP is suitable for, it would be food. I had been a little put off by these experts comments, although now I think that perhaps I'm slightly ahead of the curve. Just wondering if anyone has experience of bringing MVP / Lean Thinking to other industries?