Tornado Effect in Retail: Leveraging Constant Innovation for Growth.
Leveraging access to the European market€¦ · Leveraging access to the European market through...
Transcript of Leveraging access to the European market€¦ · Leveraging access to the European market through...
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Leveraging access to the European market
through innovation collaboration
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The Dutch Agri & Food
Research & Innovation Landscape
Dr.ir. Kees de Gooijer, CIO TKI-A&F + BBE
Ottawa, January 29, 2015
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TKI = Topconsortium for Knowledge and Innovation
CIO = Chief Inspiration Officer
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Woody Allen (1953): why food?
Three existential questions exist.
1. Why are we here?
3
2. Where do we go?
3. When do we eat?
Maybe to be added: What do we eat, Which wine to choose?
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The Topsector policy
Combine public and private investments in
Research and Innovation.
This includes the public investments in applied
research institutes (35-100% of their budget).
This includes the public investments in
4
This includes the public investments in
scientific research (the national science
foundation NWO) to universities (50% of the
budget (275 M€) of which 1/3 is under direct
dialogue).
Unique in Europe, example Japan and Korea.
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Summarizing old vs new
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Food
Fine chemicals
Bulk chemicals
Pharma
Biomass
€
Jet fuel
Car fuel
Bij & Meestook€
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TKI BBE irt Topsectors per 1-1-15
TS EnergieTKI
E / S / STKI Gas
TS Energy
TKI
Chemistry
TS ChemistryTS
Agri&Food
TKI Agri
& Food
TKI BBE
TKI Wind
on Sea
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Top sector
Agri & Food
The Dutch growth
diamond
5-6-2012 10
diamond
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Position of Topsector Agri & Food:
€ 29 billion direct added valueTotal contribution including distribution, retail and hotel & catering € 48 billion €billion
50
40
30
48.819.7
46%
54%
29.113.4
48%
Distribution/Retail
Hotel &catering
Industry and goods
5-6-2012 11
20
10
0
Total
added
value
DistributionDirect
added
value
Suppliers2
52%
48%
Processing
9.4
Primary
production
6.3
Services
Industry and goods
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9% of total employment in Agro & Food9% of total employment in Agro & FoodAgro & Food contributes 9.2% to total GDPAgro & Food contributes 9.2% to total GDP
Productivity per
employee
(€ 1,000)
98
Trade and repairs 10.8%
Government 11.1%
Heathcare 12.5%
Financial services 27.8%
Total 529.3
Trade and repairs 13.3%
Government 11.5%
Healthcare 18.6%
Financial Services 22.1%
Total 6811
75
52
64
Position of Top sector Agro & Food:
largest industrial sector of the Netherlands
5-6-2012 12
83
Added value (€ billion)
6004002000
Horticulture and forestry 1.4%
Energy 1.9%
Mining 4.1%
Construction 5.8%
Transport 6.6%
Industry 8.6%
Agro & Food1 9.2%48.8
Trade and repairs 10.8%
4,0002,0000
Horticulture and forestry 1.3%
Energy 0.4%
Mining 0.1%
Construction
Employment (1,000 FTE)
8,0006,000
6.9%
Transport 6.0%
Industry 10.8%
Agro & Food1 8.9%
Trade and repairs 13.3%
62
65
3,063
344
64
80
86
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Ajinomoto Co.
Fonterra Co-Operative Group
ConAgra Foods
BRF – Brasil Foods
Fomento Económico Mexicano
SABMiller
AMBEV
Diageo
World top 40 Food & Beverage businesses (Turnover 2010 in € millions)World top 40 Food & Beverage businesses (Turnover 2010 in € millions)
The Coca-Cola Company
Anheuser-Busch InBev
Kraft Foods
Pepsico
Unilever
Archer Daniels Midland Company
Cargill1
Nestlé
Nedalco takeover can
strengthen Cargill in
the NetherlandsNew European head
office in the
Netherlands
Position of Top sector Agro & Food: 12 of world’s top 40 Food & Beverage businesses have
large branches or R&D departments in the Netherlands
5-6-2012 13
100,00050,0000
HJ Heinz
Carlsberg
Suntory1
Land O Lakes
Smithfield Foods
Yamazaki Baking
Sara Lee
Meiji Holdings
Koninklijke FrieslandCampina
Vion2
Dean Foods
Kellogg Company
100,00050,0000
General Mills
Associated British Foods
Asahi Breweries
Heineken
Danone
Mars1
CHS
Kirin Holdings Company
Tyson Foods
Wilmar
JBS
The Coca-Cola Company
After Numico takeover
policy centre for health and
baby food remains in the
Netherlands. Strengthening
of R&D located in Utrecht
The Netherlands
seems well-positioned
after split
Participates in TIFNCompany with important business
location or R&D in the NetherlandsDutch company Recent developments
Research centre
planned for Nijmegen
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Examples:
Life Sciences and health
High-ranking Dutch universities
Many universities carry out research relevant
to Agri & Food
1.35
1.34
1.46Switzerland
Denmark
US
Many Dutch universities listed in global rankings
• 11 universities in 2011 top 200 ranking
The Netherlands in top 10 for citation impact:
Position of Top sector Agri & Food:
Dutch universities of high standard
5-6-2012 14
Agri & Food, Environmental
Science
High-tech, ICT, Packaging
Bio-energy, nanotechnology
Citation impact
1.51.0
Norway
Canada
Sweden
Ireland
UK
0.0 0.5
1.26
1.22
1.23
1.27
1.24
1.33
1.25
1.34
Global average 1.00
US
the Netherlands
Belgium
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Scope?
5-6-2012 15
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1. Do more for less: develop sustainable, innovative food
production systems , Sustainability across the whole Food chain
Primary production in
NLProcessing Industry Distribution
Retail / Hotel &
catering
Water usage
Energy usage
CO2 reduction
5-6-2012 16
Waste flows
Packaging
Ecosystem /
Recycling
Animal Welfare
Sustainable imports
Theme relevant to section of the chain
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Primary
productionProcessing Distribution
Retail/Hotel &
catering
De consument wil...
1Examples of value creation across the chain
2. Greater added value: focus innovation on health,
sustainability, taste and convenience
5-6-2012 17
Healthy food
Sustainable food
Improved/more
healthy crops
Functional ingredients,
less salt and saturated
fats
Hygienic distribution
of fresh products
Healthy preparation
methods
No animal suffering Optimisation of raw
material useMinimisation of CO2
emissions
Sustainable packaging,
sustainable cooling
Convenient foodProduction of long-life
products
Ready sliced products Regular delivery Improved portion size
for ease of use
Tasty foodBreeding for taste Optimal processing to
retain aroma and
flavour
Packaging to retain
maximum quality
Improved preparation
methods
1
2
3
4
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3.Leading international position: from
export of products to total integrated solutions
Exports of system solutions provides commercial opportunities and possibilities for development
cooperation
Development cooperation
Low-income countries where aid plays an
important part in development
– Benin, Ethiopia, Mali, Mozambique ,
Uganda and Rwanda
1
5-6-2012 18
• Former partner countries with healthy
economic growth
– Bangladesh, Ghana, Indonesia and
Kenya
Commercial potential
• Countries with a mismatch between food
production and consumption
– Examples: Brazil , Russia, China, India,
Vietnam
1. Brazil not shown on map
2
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‘larger team:’ = Topteam + Chiefs workstreams + director TKI
+ directors 3 trade-organisations
Topteam
Emmo Meijer Bob Steetskamp Dick Pouwels Elies Lemkes Robert Smith
Projectteam
EZ (secretary)
+
Chiefs WorkstreamsJan van
Topteam Agri&Food
Aalt Dijkhuizen (vz)
Hans Hoogeveen
Martin Kropff
Sander van der Laan
Piet Boer
Robert Smith
CBL
FNLI
LTO
B
r
a.
o
r
g
Jan van Rijsingen
Joris Baecke
Ruud Huirne
19
Emmo Meijer Bob Steetskamp Dick Pouwels Elies Lemkes Robert Smith
Knowledge
&
Innovation
Jan van
Rijsingen
International HCA Market &
Society
SME &
Regio
Sustainability
Directeur
TKI: Kees
de Gooijer
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Innovation roadmaps 2012-2016
More with Less
1. Valorisation of resources
2. Resource efficiency
3. Sustainable imports
4. Sustainable husbandry
Higher added Value
6. Health
7. Product technology
8. Food Safety
9. Production technology
International
leadership
11. International
20
4. Sustainable husbandry
5. Market & Chains
9. Production technology
10. Consumer
These roadmaps in TRL 1-9, or Fundamental -, Applied research, Valorisation,
and in the national, international and regional geography (3x3 matrix).
Roadmaps have Guidance Committees, where 3+11 and 7+9 are combined.
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3x3 matrix
21
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Scope of the Innovation Contract
• Industry-demand driven
• Projects as Public-Private Pertnerships
• Public-private financing ratio; target: 50/50 in 2015
• Public budget 2013 - 2015: 65 M€ p.a.
• DLO 34 M€ (brains & hands)
• TNO 9 M€ (brains & hands)
22
• TNO 9 M€ (brains & hands)
• NWO 22 M€ (cash for PhD / Postdoc)
• Start 2013: building on existing projects/programs
• Now: 80% redefined
• TKI benefit (8.6 m€ p.a.) based on cash investment in public knowledge infrastructure
• SME valorisation pilot (3.4 m€ p.a.) for feasibility and SME innnovation project (SME contribution 60%)
• Total 65 + 8.6 + 3.4 = 77 public + 77 private = 154 M€ p.a.
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industrial relevance, industrial relevance,
scientific excellence
TI Food and Nutrition
Corporate Presentation
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TI Food and Nutrition: Our partners
24
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Why Innovate: Apple vs Microsoft
25
Apple: 80% Sales from products
launched in the past three years.
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Prices (NL)
26
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Totaal 54,9 G€
-1.6%
-1.1%Foodservice 17.5 G€
166.942 outlets (+0.2%)
Catering 3.2 G€
Companies 1.5
Education 0.2
Horeca 12.6 G€, 62.838 (+1.6%)
Restaurants 4.1, 13.422
Hotels 1.6, 6.943
Bars 2.6, 24.950
Fastservice 2.5, 10.671
Others 1.8, 6.852
-2.2%
-2.9%
-2.5%
27
Retail 37.3 G€
Supermarket 27.3 G€ Others 10,0 G€
-1.1%
Bron: Foodstep / Foodclicks, data 2013
-1.1%
Education 0.2
Care 1.2
Others 0.2
102.000 outlets
Petrol 1.7 G€
2.300 outlets
-4.2%
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Driver #2: Health
Many chronic diseases food-related
• Coronary
• Cancer
€ 2.3 billion
€ 0.4 billion
28
• Cancer
• COPD (w.o. astma/allergy)
• Limbs
• Obesity
• Sleep apneu
€ 0.4 billion
€ 0.6 billion
€ 1.0 billion
€ 2.5 billion*
VWS okt-2003
* McKinsey 2012:
0.5 direct, 2.5 indirect
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Obesity..
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Michelangelo’s
David
After 2 years
in the USK
30
in the USK
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Obesity Trends* Among U.S. Adults
BRFSS, 1985(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
31
No Data <10% 10%–14%
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Obesity Trends* Among U.S. Adults
BRFSS, 1986(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
32
No Data <10% 10%–14%
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Obesity Trends* Among U.S. Adults
BRFSS, 1987(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
33
No Data <10% 10%–14%
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Obesity Trends* Among U.S. Adults
BRFSS, 1988(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
34
No Data <10% 10%–14%
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Obesity Trends* Among U.S. Adults
BRFSS, 1989(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
35
No Data <10% 10%–14%
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Obesity Trends* Among U.S. Adults
BRFSS, 1990(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
36
No Data <10% 10%–14%
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Obesity Trends* Among U.S. Adults
BRFSS, 1991(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
37
No Data <10% 10%–14% 15%–19%
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Obesity Trends* Among U.S. Adults
BRFSS, 1992(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
38
No Data <10% 10%–14% 15%–19%
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Obesity Trends* Among U.S. Adults
BRFSS, 1993(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
39
No Data <10% 10%–14% 15%–19%
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Obesity Trends* Among U.S. Adults
BRFSS, 1994(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
40
No Data <10% 10%–14% 15%–19%
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Obesity Trends* Among U.S. Adults
BRFSS, 1995(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
41
No Data <10% 10%–14% 15%–19%
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Obesity Trends* Among U.S. Adults
BRFSS, 1996(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
42
No Data <10% 10%–14% 15%–19%
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Obesity Trends* Among U.S. Adults
BRFSS, 1997(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% ≥20%
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Obesity Trends* Among U.S. Adults
BRFSS, 1998(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% ≥20%
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Obesity Trends* Among U.S. Adults
BRFSS, 1999(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% ≥20%
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Obesity Trends* Among U.S. Adults
BRFSS, 2000(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% ≥20%
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Obesity Trends* Among U.S. Adults
BRFSS, 2001(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29%
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(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
Obesity Trends* Among U.S. Adults
BRFSS, 2002
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29%
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Obesity Trends* Among U.S. Adults
BRFSS, 2003(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29%
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Obesity Trends* Among U.S. Adults
BRFSS, 2004(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29%
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Obesity Trends* Among U.S. Adults
BRFSS, 2005(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2006(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2007(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2008(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2009(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2010(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2011(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person, method changed)
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2012(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person, method changed)
``
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
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Obesity Trends* Among U.S. Adults
BRFSS, 2013(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person, method changed)
CA
MT
ID
NV
UT
WY
WA
OR
CO
NE
ND
SD
KS
IA
MN
MO
MI
INILOH
WI
PA
WVVA
NY
VT
ME
NH
MA
RI
CTNJ
DE
MD
DC
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No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% 30%-35% ≥35%
CA
AZNM
TX
OK
KS
AR
MO
LA
KY
TN
MS AL
SC
VA
NC
GA
FL
HI
AK
DC
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TU DelftU Twente
Green
Genetics
HAS Den
Bosch
Friesland
Foods
Resato
AquamarijnUM / Nutrim RUG
Approach
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Idea test Feasible? Innovate
TI Pharma
TNO
WUR
TIFN
Foods
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What good are those brokers?
Create a climate of open innovation and interaction.
Brokerage of concrete innovation projects wsa SME:
Define the business case:
bring parties together,
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bring parties together,
build the consortium,
(make) create project-
(proposal).
Free.
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Internationaal
5-6-2012 62
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5-6-2012 63
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Project examples
All examples shown were cleared for communication
by the companies involved in the projects (!!)
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Project examples
Say Cheese....
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Project examples Agri&Food
Check http://tki-agrifood.nl/projectengalerij
Including link to RVO.NL;
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Just a few examples
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Restaurant of the Future: also in catering!
Men have a fixed route after 3 days.
Women don’t. Ever.
So: what is the gender distribution in an office? With
more women: build a larger restaurant!
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Bron: Restaurant van de Toekomst
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Respiration rate
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EMAP
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• Better quality
• Extended shelf life
• Less losses
• More sustainable
EMAP
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• More sustainable
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Introduced per 28-01-2015:
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A personal statement.
About regions: Sasketchuan, Quebec,
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About regions: Sasketchuan, Quebec,
Waterloo, Toronto, Prince Edward Islands....
Pssst. It’s the same with us...
About brands: our flag?
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Kees de Gooijer
TKI Agri&Food, TKI-BBE