Local breeds - can we make it profitable?

Local breeds can we make it profitable?
Director of Department of Agricultural
and Forestry
Kirsten Indgjerd Værdal
1. oktober 2009
New marching order from
politicians and consumers
•
•
•
•
Larger differentiation of food
More local products
More local food served in tourism
Agrotourism with focus on local food and
cultural landscape
Market strategies
BULK STRATEGI:
• Larger production
• Specialization
• Industrialism
• Cost reduction
• Uniformed products
• Global marketing
DIFFERENTIAL
STRATEGI:
• Niche production
• Craft
• Local marketing
• Tourism products
• Service production
• Protection of cultural
landscape
Cheap food
Food experience
Could use of locale breeds
strengthen the branded products
in the food production
in Norden?
From deep frozen seed to locale
brands….
Ambition:
Stimulate to active use of locale
breeds to increase income, and
contribute to increase the value of
locale food products
Locale special products so far….
• 1237 products developed from 2001 –
2006
• Shortage of supply
• Mostly locally sale
• Small competition between producers
• Grocery chains are interested, but there
are still a lot of challenges ….
Locale special products
• More expensive than the standard
products
• Increases the food experience
• A part of the total
experience product
WORK FOR MORE
THAN ONE PERSON
AT THE FARM
LOCAL
BRANDS
LOCAL FOOD –
INGREDIENCE
IN TOURISME
A PART OF
GROCERYMARKET
Cheese maker
and farmer?
Yes!
Tourism
business
manager?
Yes!!!
Local food and tourism –
”the hunting” for the most
authentic!
(And that doesn’t need to be
the traditions….)
Dreams…????
Dreams…????
Why do those who travels with Saga Solreiser
MAKE LOVE a lot more than others?
THE SALE:
+ 46 %
To satisfy DREAMS is to find the
good/special/unique experience
What are the ingredients?
•
•
•
•
•
•
•
•
Cultural landscape
Food
Cultural monuments
Animals
People
Culture
History
Traditions
Marketing success depends
on the ability to commercialize and to
build brands
of high quality!
More umbrellas!
One brand –
several suppliers
Steps of the project
• Steps of the project supported by
Innovation Norway:
– A study of opportunities
– Commercialism
– Product development and brand building
A study of opportunities
Project
Agronomy
Technology
Processing
Market
Odelia
private label vokser!
Theog
7 most-selling
rape oils (source: Nielsen Norge)
The 5 most-selling cooking oils
Source: Nielsen Norge 26. april 2009
Is it possible to develop
more products like
ODELIA?
Ur-fe
A short presentation of the project:
Food with good taste and local identity
A project from 2008 to 2011 among the partners Bioforsk Midt-Norge
og Høgskolen i Sør-Trøndelag (HiST). Financed by Research
Foundation Midt-Norge and Value Added Foundation for regional
innovation (VRI) med NOK 3,6 mill. in total.
Project leader at Bioforsk; researcher Bolette Bele
Fields of responsibility: Cultural landscape, soil and basis for
grazing [email protected]
Project leader at HiST; f. amanuensis Marianne Østerlie
Fields of responsibility: Analysis of taste and quality parameters
[email protected]
By using the French wine-term terroir
we want to raise the local food!
The project will combine the quality, taste and ultur
K
production of local products with cultural
landscape, local climate and soil. Such local food
production will be a contribution both to take
care of the biologic diversity and to develop a
labelled article at the same time.
Local products are:
Seterrømme TINE
TINE geitost
Bringebær: Glen Ampel and Trønderske Stiora
Lamb: Twins
ksjo
Produ
ir
Terro
Natur
n
How do we make the
terroir visible?
• To compare the quality of the
product with the quality of the
grazing land, soil and climate.
•
Samples of the grass will be
collected and analysed.
Foto: B. Bele/Bioforsk
Temporary results of the sour cream
project
Quality differences and terroir effect
36
Tinerømme
35
a
16
14
GAE/100g råstoff
% Oljesyre
34
33
32
31
30
12
a
10
8
6
Teijavollen
4
Forollhogna
2
29
Gjermundshaug
0
Tine
Teijavollen
% oljesyre i gress
b
4
Forollhogna
Gjermundshaug
3
2
1
GAE/100g råstoff
5
800
600
b
400
200
0
0
Mengde (%) oljesyre i (a) rømmene og (b) gresset
Polyfenoler i (a) i rømmene og i (b) gresset.
The local creams are doing best! The figures are also showing that the terroir effect
have the same contents of quality-components in the different creams as in the
different grazing land.
Korrelasjonsfaktoren er henholdsvis 0,987 og 0,950 (1,00 er maksimalt)
The aiming of Pasture in
Nord-Trøndelag a happy story
• From 8 to 40 mountain pastures in 5 years
• In the municipal of Snåsa we now have 18
active pastures
More than 4500 visitors in 2008
• Will it be possible to make the Snåsa
mountain pastures to a labelled product?
The worth of mountain dairy
farming
• Make use of rough grazing, bring resources to the farm
• Cultural work: to take care of material an cultural
monuments and cultural heritage
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Cultural landscape, buildings and tools.
“Håndbåren” knowledge
Survival strategies
History stories, fairy-tales, songs and place names
Identity, form of life
Traditions
• ’Infrastructure’ in the aiming of tourism based on the
natural landscape
In Norden we should use local
breeds more active
• To tell the stories
• To keep the local
diversity
• To develop the taste
• To make the
experience unique ….
To use local races of livestock will
give the products and
entertainments an added value .
”To kill two birds with the same
stone”
• The convention of biological diversity:
…each country has the responsibility to
preserve and to secure a sustainable
use of the genetic resources….
• Create economic added value by using
local breeds in business development