Vesna Erhart
Transcript of Vesna Erhart
EIP-AGRI WorkshopCities and FoodSeptember 21 – 22, 2016 – Kraków, Poland
Programme 22 September
Sharing experiences in breakout sessions 09:30-11:00 Breakout sessions – Discussing cases in three groups
2.1 Setting up and funding of short supply chains Setting up a farmer cooperative to serve the urban market of Ljubljana – Ms VesnaErhart - Jarina rural development cooperative, Slovenia Involvement of small scale growers and citizens in the urban food system of Manchester – Mr Rob Alderson – Manchester Veg People, England
EIP-AGRI Workshop „Cities and Food – Connecting consumers and Producers“Krakow, 21. – 22. 9. 2016
Connecting people, who care what they eatwith local food producers.
mag. Vesna Erhart, Projects Manager
Mobile: +386 41 745-184, +386 (1) 8972 104E-mail: [email protected], [email protected]
Jarina z.o.o., zadruga za razvoj podeželja (Rural Development Cooperative)Kidričeva 1, 1270 Litija , SloveniaWebpage: www.jarina.si
Few facts about…
• established in 2004 as an Development centre of the Heart of Sloveniaspin-off.
• 12 years development was co-financed through different founds:– National funds (special projects financed by municipalities, national measures for RD)
– EU funds (SAPARD, RDP, especially LEADER (5 projects); cross-border programme andothers).
• tested different business models (distribution system; business primaryfocus - consumer or producer??…;)
• located in central part of Slovenia near capital city – market possibilities
• close cooperation with regional development agencies
• 2004 – establishment (aim: to improve the quality of life in the local area
• 2004-2006 - animation, trainings for individuals/producers; obtaining certificates and qualifications
• 2006/2007 – establishment agricultural crops and processed products in producers network in Dol pri Ljubljani – brand “Naravnost z dežele“ (Directly from the country side); www.nadezeli.si
• 2007 - first delivery of locally grown food for one school and one kindergarten Litija; by farmers
Step by step local development process
• 2007-2009 – enlargement of target area for food distribution – 6 municipalities
• 2010/2014 - next stage of company development
– expending supplier and customer network in the Heart of Slovenia area, distribution control (Jarina supervise distribution to buyers);
– outsourced driver with transport vehicle and storage facility
Distribution to:
In 2010: 5 kindergartens, 14 primary schools, 1 chain of restaurants and 1 inn;
In 2012: 11 kindergartens, 50 primary schools, 1 elderly home
Step by step local development process
• 2015 - customers demand locally grown food
– purchase of transport vehicle and small interim storage facility
– further development of suppliers and consumers network
– work process optimization; dedicated staff;
In 2015 distribution to: 79 kindergartens, primary schools and elderly homes;
and distribution of locally produced food to households (green box)
Development of customers network:
2016: process optimisation and expansion of marketing channels
– Optimization of distribution and setting up system of more detail qualitycontrol
– Purchase of second transport vehicle (with company funds!!)
Channel 1: distribution to educational institutions and elderly homes
Further development of delivery to schools, kindergartens and elderlyhomes. Key selling channel!
Additional focus: increase delivery of locally produced food to Ljubljanakindergartens and schools
Initiator: Department for Rural Development,
The city municipality Ljubljana (a part
of municipality development strategy)
Suppliers: Jarina network with focus on
Ljubljana farmers
Development of customers network:
2016: process optimisation and expansion of marketing channels
Channel 2: Green chains - distribution to restaurants and hotels inLjubljana
Selling channel: direct contacts, online shop www.zelene-verige.si
Buyers: Hostel Celica, Gostilna Dela, Restavracija na Gradu, Spa Snovik,Hotel Park, Druga violina
Key issue: hotel restaurant wants to build its reputation / guests demand,holds certificate (Travel life / ECO label certificate), social enterprise …
Suppliers: predominately farmers from Ljubljana and central Slovenia
Initiator: Tourism Ljubljana (established by The city municipality Ljubljana)
Development of customers network:
Channel 3: Jarina web garden: distribution to end consumers –organized groups of consumers /consumer communities
Selling channel: direct contacts, online shop www.pridelano-doma.si
Buyers: company buy food for their employees (fruit basket, snooty…); food for employees home consummation is distributed to company before the end of working day (upgrade of green box delivered to home)
Key issue: companies that want to build their social responsibility(internally and externally); company with adequate number of employees
Suppliers: predominately farmers from Ljubljana and central Slovenia
Initiator: Institute Viva – from garden to office
Development of customers network:
Drivers to locally produced food market development
• increase of food quality averseness / importance to supporting local economy in general public (national, EU champagnes)
• financial support to kindergartens and schools to purchase locally produced food:
– School Fruit and Vegetables Scheme;
– Slovenian traditional breakfast
– 20% of schools and kindergartens total public tender for food can be used directly for purchase of locally produced food
• hotels and restaurants – guests demand, eco / environmental certificates demands (as Travelife)
Cherries for discussion
• Farmers diversify their selling channels (income security, interest of family members) vs organisation of farmers cooperative
• Cooperative shall focus on farmer or on consumer needs / requirements?
• The role of cooperative / distributer in farmers meeting market demands (quality, qquantity and technical standards)
• Need for consumers to accept natural cycles
(seasonal food, shortage of products due
to hail and storm…)