fi dairy innovatrion conference, amsterdam dec2014
TRANSCRIPT
New route to Dairy Innovation - Linking the
dairy consumer and milk producer
Amsterdam, December 2014
Fi Driving Dairy Innovation Conference
Krijn J. Poppe
Wageningen UR
Plant Sciences Group
Animal Sciences Group
Agro-technology and Food Sciences Group
Environ-mental
Sciences Group
Social Sciences Group
Wageningen University Social Sciences Department
Research Institutes (DLO) LEI
Experimental Research
Content of my presentation
The demand for linking with the farm level
● B2C: experience, sustainability, organic
● B2B: tracing and tracking, food safety
Measuring sustainability: The Sustainability Consortium
ICT as an enabler: IoT - platform in the making
Monitoring the need for / testing of new products: a quest for better research infrastructures
Trends in food
Health
● Awareness of healthy diets and lifestyles
● Struggle against obesitas
Sustainable food production
● Growing demand for sustainable, seasonal products
from the region
● Reduction in consumption, food waste as an issue
New cultures in food
● Unwind, contra-trend of technology
Quality time: products should ripen, slow food
● Experience – food as a part of story telling
● More fresh, less meat
Consumer behaviour and –attitudes on sustainability
Consumers choose altruistic values like equality, peace and fair above nature values (pollution, in balance with nature) and egoistic values (power, richness, authority)
15% of the persons have public values as animal welfare, environment and justice as a first choice.
Health, price and taste are most important aspects of food
Bron: Backus et al. (2011). Voedselbalans 2011. LEI-WUR.
Consumer behaviour and –attitudes on sustainability
Personal values are loosely correlated with (intended) behaviour
Consumers who value nature aspects as more important eat more environmental-friendly and healthier.
Consumers who buy healthier products also buy more sustainable products
Bron: Backus et al. (2011).
Voedselbalans 2011. LEI-Wageningen UR.
Bron: Backus et al. (2011). Voedselbalans 2011. LEI-WUR.
7
The Sustainability Consortium
SOURCE: TSC member interviews
• Providing multi-stakeholder input
to ensure industry alignment
• Identifying issues beyond LCAs
• Committing to scientific rigor
• Early access to a vast multi-
stakeholder network
• Collaboration on innovative
sustainability solutions and
consumer engagement
Member testimonials
“By looking at sustainability as a
business opportunity, we are
innovating products now that we
wouldn’t have been otherwise”
“TSC is bringing stakeholders
together in a collaborative fashion
to develop sustainability solutions
for common themes across
product sustainability”
“TSC provides common language
and a uniform approach to
measure sustainability across the
supply chain”
Products
Approach
Network
• Defining clear standards for
environmental and social metrics
• Creating implementable tools
• Reducing cost and complexity of
reporting
Caring Dairy
• Caring Dairy started in 2002 with Ben&Jerry’s, Unilever, Wageningen UR and a pilot group of 11 dairy farmers
• 2008 joined by CONO Cheesmakers producer of Beemster cheese: > 500 dairy farmers
• Collecting data on 11 indicators, organising series of workshops with groups of farmers and experts focusing on continuous improvement.
Incentivise farmers on sustainability (PPP)
0
20
40
60
80
100
Cost priceper 100 kg milk
Income perFamily
Labour unit
solvability (%)
Energy use per euro output
Water use per euro output
-Pesticide use
per hectare
numberof days
Cows in Meadow
-Education
Surplus of
Phosphate per hectare
Surplus ofNitrogen per
hectare
PEOPLE
PROFIT
<< PLANET >>
ICT brings info for farmer and consumer
Royal Gala apple
Origin: Girona
Pesticides: No
Organic farming: Yes
Carbon footprint:1,2 kg CO2e
App store
SmartAgriFood Conceptual Architecture
Services
sensorsactuators
data sources(‘Internet of Things’)
LocalISs
Spraying Advisory Services
MeteorologicalService
State and PolicyInformation Service
Consumer Food safety service
E-agriculturist Service for spraying potatoes
FI-Ware enabledCloud Platform
Machine Breakdown Service
User’sdevices
Other sources
CloudIS
Transport
1. Empower small and innovative ICT players to develop high-quality and high-impact solutions for food and flower supply chain networks based on technologies of the FI-PPP programme
2. Develop a large set of innovative and technologically challenging services and applications for virtualisation, connectivity and intelligence of food and flower supply chain networks
3. Implement and validate the technologies and concepts developed in the Future Internet PPP programme
4. Support SMEs in creating high-impact apps with Future Internet applications and helping to market their apps cross-border in specialised EU markets and beyond
5. Ensure business value of services/applications for collaborative business networks in food and flower industry
FInish
Content of my presentation
The demand for linking with the farm level
● B2C: experience, sustainability, organic
● B2B: tracing and tracking, food safety
Measuring sustainability: The Sustainability Consortium
ICT as an enabler: IoT - platform in the making
Monitoring the need for / testing of new products: a quest for better research infrastructures
www.eurodish.eu02/12/201
4p. 15
Intake of
food and
nutrients
Health and
disease risk
Status and
function of
the body
Foods,
frequency,
amounts.
Lifestyle, e.g.,
physical activity
smoking,
drinking,
sexual activity
Fitness, fatness,
blood pressure
vascular stiffness;
serum cholesterol,
carotid artery
thickness,
atherosclerosis,
cognitive function;
mutation &
methylation.
Infection;
myocardial
infarction;
cancer;
fractures;
dementia.
Healthy life
expectancy,
mortality.
EuroDISH: From model to key-questions &
research infrastructures
Determinants
of diet and
lifestyle
Availability,
price, taste,
cultural
values and
beliefs,
attitude, PH-
intervention
campaigns,
education,
SES, age,
sex,
life cycle, etcGrant no 311788-CSA-SA
www.eurodish.eu02/12/201
4p. 16
Intake of
food and
nutrients
Health and
disease risk
Status and
function of
the body
EuroDISH: From model to key-questions &
research infrastructures
Determinants
of diet and
lifestyle
Grant no 311788-CSA-SA
Diet
What are
we
eating?
Food
(pattern) &
Nutrient
(status)
Effect
Does it
matter to
health?
Mechanisms
and disease
outcomes
Products
Why are
we eating
this?
Food choice
& change
Public Health
Interventions
ex: Psycho-social &
environmental
research, GIS &
GPS
Monitoring &
Surveillance
ex: Innovative
technologies & food
products
Biomedical Research
ex: New products for
people at risk
Big Data for Smart Food and Health Services
Life style Health
Food
17
In conclusion
There is innovation pathway that links dairy products with the farm level
● B2C: experience, sustainability, organic
● B2B: tracing and tracking, food safety
Sustainability can be measured
Farmers can be incentivized to produce more sustainable
ICT helps to bring farm data to the consumer
ICT brings new ways (research infrastructures) to test new products and integrate advise on health and sustainability
Thanks for your
attention
www.lei.wur.nl
www.FIspace.eu
www.EuroDISH.eu
www.sustainabilityconsortium.org