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?

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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

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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*

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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