Post on 07-May-2015
description
By-passing the HypermarketsBuilding an Independent Local Food Chain in Central Finland
Laura BrowneCommunity Coordinator 2011-
Hub Jyväskylä
Social & Public Policy 2012-University of Jyväskylä
PR Officer 2011-2013Mukulaari Local Food Cooperative
CONSUMER wantS to buy especially local food directly
Battle against large retail chains dictating the priceFinding clientele that is willing to pay for quality
Producer WANTS alternative sales channels
Traceability, natural methods and quality over priceLocal fair trade & organic
WHY DO WE NEED AN ALTERNATIVE FOOD CHAIN?
*
PRODUCERS
Increased demanD Builds up Pressure in the Organic Chain
FOOD CIRCLE 2FOOD CIRCLE 1
Logistics, packing, comms
Not enough volunteersToo many productsNo online ordering system
Need more producersNumber of orders changesNo cold storageDeliveries take all day
*
MUKULAARICOOP
Mukulaari COoperative’s Grassroots chain solution
Streamlining logisticsProducer collaboratonBranding & packagingProduct development
MarketingCo-creation
Home deliveryOrder onlineSeasonal stock
Ready-packed orders Workplace circles Reducing the need for voluntaries
Direct channel between producers and consumers
Seasonal stockRecipesBox deals
Logistics, marketing, sales, packaging, delivery servicesCommon space / interface for consumers and producers
Local Food Chain Development Timeline / Jyväskylä 2010-2013
2009 2010 2011 2012 20142013
2009 2010 2011 2012 20142013
Commercial & Public
Independent
JAMK projects: 1. Pro Ruokakulttuuri
Ruokakulttuurikeskus Raparperi
Japa ry food circles and projects
Mukulaari Local Food (Cooperative)
University Organic Local Food Circle
Urban Farming Collective Kankaan Puutarha
Juurikas CSA Farm
Local Food Association of Central Finland
Lähiruokamestarit
Katriinan kauppa*
*
*
2. Ruokaketjuil la kasvuun
Local Food Developer OVERLAPPING / Jyväskylä 2012-2013
Mukulaari
Local Food Producers
Food Circles(Japa ry, University, Mukulaari)
Urban Farming
CSA Farming
Katriinan kauppa Lähiruokamestarit* *
JAPA
JAMK
SAME PEOPLE INVOLVEDIN ALL PROJECTS
COMMUNICATION BUTNO COLLABORATION
STILL DISTANT TOCONSUMER
NO ENGAGEMENT
PARTICIPATORYDEVELOPMENT
TRANSPARENCY COLLABORATION
WOrking towards the same goal - How to accelerate change?
COMMON SPACES
Internally in your own organisationExternally with other stakeholders & public
Antti Poikola: When the resources are scarce, keep all your communication open to public to reduce your workload.
Thank you!laura.browne@hubjkl.fi
http://fi.linkedin.com/in/lauranen
http://mukulaari.fihttp://facebook.com/ruokapiirit
http://kankaanpuutarha.wordpress.com/http://juurikasjkl.wordpress.com/
http://japary.fi