LAURA. Fostering Entreprenurship EBN SPI · 2016-10-27 · •...

TRAFOON project is funded by the European Community's Seventh Framework Programme(FP7/2007-‐2013) under grant agreement no. 613912

Open to Innovation Conference Networks for the Support of the Traditional Food Sector in Europe

Fostering Entrepreneurship for Traditional Food SMEs

Fostering entrepreneurship

Why? • Reinforce the capacity of the network to stimulate innovation

and entrepreneurship in food researchers and SMEs• Support the innovation transfer

Fostering entrepreneurshipSpecifically it aims to:

i. Provide the stakeholders with the necessary tools toeffectively transfer innovations between knowledge creatorsand technological enablers;

ii. Generate motivated entrepreneurs, engaged in the creationof new activities and businesses;

iii. Ultimately strengthen regional competitiveness and economythrough smart specialization strategies, making a moreefficient use of regional/national capacities.

First step: Inventory of needs – an useful tool

Key elements: – Marketing – Labelling – Legal aspects – Certification – Technology transfer & Education – Entrepreneurship

How we used them?– Qualitative analysis of results of inventory needs and developement of suitable knowledge transfer activities à organisation of specific session in coopeartion with the 4 traditional food categories;

– Development of suitable training activities for SMEs on Fostering Entrepreneurship à face-‐to-‐face trainings divided in modules and integration of other regional/national training mapped by the whole consortium;

– Implementation of the training courses with all the stakeholders (researcher included)

Final output

Preparation of a strategic research innovation agenda for innovation and entrepreneurship in traditional food

production

Malaga, 8th April 2016Entrepreneurship Workshop for SMEs of agricultural and

fisheries sector

• The importance of the business plan• Internationalisation: how a certified product can ease the entry into new markets

• The importance of costs management

Malaga, 8th April 2016Entrepreneurship Workshop for SMEs of agricultural and

fisheries sector

Vienna, 5th July 2016Fostering entrepreneurship: supporting the journey to

innovation

• Technology meets the market: how technology transfer generates innovation?

• IPR protection• Formulation of the business plan• Costing and Pricing

Vienna, 5th July 2016Fostering entrepreneurship: supporting the journey to

innovation

China Market StudyOverview of the China food market -‐ trade, market trends, market barriers, opportunities,

and key market stakeholders

• Soon the world’s largest consumer of imported food.• Not a single market; there are several second or third tier cities to be

explored.• Online retail increasing.• End-‐to-‐end cold chain logistics continue to improve.• Fish: increased preference for frozen seafood and dried seafood.• Grain: whole and organic -‐ main selling points for Chinese

consumers.• Fruits and Vegs: imported fresh produce perceived as meeting higher

food safety standards (premium product). But food safety standardsand regulations growing.

USA Market StudyOverview of the USA food market -‐ trade, market trends, market barriers, opportunities,

and key market stakeholders

• Consumption of fruit and vegetables is low amongUS consumers;• EU-‐US: low average import tariffs and the absence of some

inspection requirements for fruits and vegetables;• Rise in demand for healthy fish meals, whole grain food, fruit “as is”

and organicvegetables;• Grain: World’s largest exporter of some grains categories. But there

is market besides animal feed and industry;• Fish: crowded market, fish companies reduce the costs of production

to compensate the high spending in brandingandmarketing;• Primal concerns: how the food is produced; sustainability of the fish

supply; herbicides and pesticides; non-‐GMOgrains.

Best PracticesExamples of entrepreneurship in the field of traditional food

• 8 examples of entrepreneurship approaches that:– Transformed an interesting idea into a successfulbusiness (Trafoon areas).

– Are a response to recentmarket needs and trends.– Have a high degree of innovation.

• Desk research + online interviews which provideddeeper understanding of the case’s background,focus, approach and results. Case study ficheswere built for each example.

Best PracticesNAME DESCRIPTION LOCATION

Orti della Valle del Carpina -‐

Biodiversity and Organic Farming

Ø Local (organic) produceØ Combination of truffles with classic traditional

productsItaly

Aqua4C –Sustainable Fish

FarmingØ Eco-‐innovative Jade Perch farming Belgium

Land Pack – Green Packaging Solutions from the Grains

Fields

Ø Ecological straw-‐based packaging alternative to polystyrene boxes Germany

Nono Sentido –Food and Wellness

Ø Unique local products and combinations – e.g. Olive oil and seaweed Portugal

Best PracticesNAME DESCRIPTION LOCATION

Terrius – adding value to protected designation of

origin products

Ø Dehydrated, milled, canned, processed and fresh local PDO and PGI Portugal

Liá -‐ extra virgin olive

Ø Premium extra virgin olive sealed in a special white bottle

Ø Combination of traditional methods of cultivation with modern concerns: packaging, marketing, etc.

Greece

Yonest -‐ homemade natural Greek yoghurt

Ø Traditional recipe of Greek yoghurt with fresh milk, no addition of cream and 100% natural ingredients

Ø Fruit and cereal recipes

Portugal

Frutaformas – reshapefruit

Ø Transformation of DOP fruit into child-‐friendly orup-‐market snacks Portugal

Best Practice: Aqua4C -‐ eco innovation in a fish farm

• Aqua4C (Omegabaars©) – aquaculture

start-‐up originated from a PhD research

project (KU Leuven).

• Aqua4C is producing Jade Perch fish in

closed recirculation systems and the

energy and water of the farm is integrated

with a tomato greenhouse from Tomato

Masters (www.tomatomasters.be)

Figure 1. Aqua4C fish farm and Tomato Masters Stokstorm greenhouse horticulture in Deinze,

Flanders.

Figure 1. Omegabaars Homepage.

Innovation

• Howdo they make it work?

1. The rainwater that falls in thegreenhouses is used to fill the breedingtanks.

2. The water is heated by the residualheat of the greenhouses.

3. The fish feed is 100% plant-‐based andconsists mainly of grains and oilseeds.

4. The bathing water is purified in thereed-‐bed, assuring that only cleanwater returns to wildlife.

5. Residues are used to fertilize thetomato plants.

Aqua4C and Tomato Masters farming chain.

Products

1. More sustainable choice of fish.

2. Jade Perch (omegabaars in Dutch)presents the highest naturallevels of Omega-‐3 oil and carriesstomach sacs of Omega-‐3 oil.

3. Jade Perch: vegetarian, resistantto diseases -‐ antibiotics are notused in the filtering system (rarein fish breeding).

The Jade Perch, and the cooked fillet.

Lessons & Reflections• Identification of challenges/opportunities : over-‐exploitation of the oceans > need

for sustainable production (aquaculture).

• Aqua4c: a highly eco-‐friendly breeding process, and the production of an ecological fish species.

• Inclusion of scientific knowledge: KU Leuven continues to provide support, including financial assistance.

• Involvement of other start-‐ups on company/product development process: the collaboration with the adjacent tomato farm is a win-‐win situation.

• Capacity to demonstrate in the market the qualities of Jade Perch as a food: healthy and high quality protein-‐rich fish. In terms of taste, it is similar to bream, sea bass, trout or eel.

THANK YOU!

For more info email

Susana Seabra [email protected]ão Gonçalves [email protected]

Laura Lecci [email protected] Shandilya [email protected]

LAURA. Fostering Entreprenurship EBN SPI · 2016-10-27 · •...

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