Our Journey Together - Food Foundation€¦ · Richard Swannell WRAP Anna Taylor Food Foundation...
Transcript of Our Journey Together - Food Foundation€¦ · Richard Swannell WRAP Anna Taylor Food Foundation...
Our Journey Together
The Facts
Don’t eat enough
The Problem
80%KIDS
95%TEENS
80%ADULTS
VEGETABLES
We should be eating 3.5 portions/280g of veg per day
People on lower incomes eat ½ portion less!
Bring in the Experts
We visited various businesses in the veg supply chain
20 experts visited Birmingham for a 2 day Veg Retreat
Small & large scale growers, retail, wholesale, caterers & more
We identified barriers & bottlenecks in the supply chain
We created a common visionWe formed partnerships
Farm Inputs
Production
Processing
Wholesale Distribution
Retail and Food
Service Distribution
Consumer Demand
Nutrient Management
and Waste
The solution: Peas Please Approach • The Aim: to deliver food system change making it easier for everyone to eat more vegetables.
• The Approach: The Peas Please initiative is based on a collaborative process to build engagement and support from those working across the entire food system
• The 5 P’s• Pleasure – making our veg delicious whenever we
eat it
• Producers –growing veg sustainably at all different scales
• Prices that work for producers and consumers
• Products – new ways of getting veg into what we buy and eat every day
• Placement – more prominence in shops and on menus, more places to buy it in towns and cities
Farm Inputs
Production
Processing
Wholesale Distribution
Retail Distribution
Consumer Demand
Nutrient Management
Public Health message
Traditional approach
8 Areas of Focus
• Veg in Everything
• Veg on Show
• Veg on the Go
• Veg Direct
• Urban Veg
• Outlook for Veg
• Clever with Veg
• Veg Everywhere
Retailer Toolkit
Food Service Compendium
The Vegetable Summit 2017
LONDON CARDIFF EDINBURGH
Media coverage
Horticulture & Health
• The Brexit opportunity • Horticulture Hardy Heroes• UK veg self-sufficiency • Farmer & consumer subsidies • Brexit impact on our health • International learning • Incentivising veg
Strategy & Project Board
Prof. Martin WhiteCambridge University
Atul Patel PwC
Andrew StephenSRA
Giles QuickKantar Worldpanel
Richard SwannellWRAP
Anna TaylorFood Foundation
Courtney ScottFood Foundation
Celia NyssensNourish Scotland
Alex WardFood Foundation
Amber WheelerUniversity of South Wales PhD student
Katie PalmerFood Cardiff
Pete Ritchie Nourish Scotland
Duncan Williamson, WWF
Veg Ad Fund
Driving up demand: A Vegetable Marketing
Board that uses a wide range of marketing and advertising techniques to encourage people to consume more vegetables
Funding: £1-5m per annum sustainable fundingFunding structure: Retails | Producers | GovernmentMedia | Advertising1p for every £10 veg sold = £6m/year
Currently fundraising £100k concept stage
Advisory Board Chair: Catherine Brown
Shaleen MeeluBirmingham City Council
Peter Faassen de HeerScottish Government
Ruth HardingOn Purpose Graduate
Dr. David Lloyd- ThomasWelsh Government
Jack WardBritish Growers Association
James LowmanAssociation of Convenience Stores
Tim SmithAdvisor to Tesco
Ben ReynoldsSustain & Sustainable Food Cities
Saskia HeijnenWellcome Trust
Prof. Susan JebbOxford University
Karin BemelmansGroenten En Fruit
John DavidsonScottish Government
Joanne CaseyFSA Northern Ireland
Sally Warren DEFRA
Peas Please Pledger Conference
10.30-11.15 Our trailblazers and our food system
11.15 - 11.45 The end of the journey
11.45 - 12.45 Taking the first steps
12.45 - 13.45 Lunch
13.45 - 14.30 Tracking progress
14.30-14.45 #Vegpower
14.45 - 15.30 Expanding connections across the food system
15.30-16.00 Feedback and next steps
16.00 Close