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ORANGE GROVE ATHENS AGRO-FOOD MASTERCLASS 11& 12 Dec 2013

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ORANGE GROVE ATHENS AGRO-FOOD MASTERCLASS 11& 12 Dec 2013

  1. 1. Orange Grove Masterclass Agro-Food Entrepreneurship Athens, 11 &12 December 2013
  2. 2. Orange Grove Masterclass Agro-Food Entrepreneurship The food industry sector is one of the largest and most important manufacturing sectors in Europe. It is the second largest (after metal) in the manufacturing industry, with 14.5% of total manufacturing turnover (€917bn for the EU-27). However, the food industry is characterised by fragmentation. There are few European multinational companies competing worldwide with a wide variety of products but 99% of all enterprises in the food sector are small and medium sized enterprises (SMEs). The size of the European common market holds many opportunities for young companies wishing to stimulate innovation and develop new products The Netherlands is the world's second largest exporter of agricultural products, after the USA. Together with the USA and France, the Netherlands is one of the world's three leading producers of vegetables and fruit. It supplies a quarter of the vegetables that are exported from Europe. Dutch agricultural entrepreneurs use efficient and sustainable production systems and processes, resulting in a productivity that is five times higher than the European average. Of the one hundred most competitive products produced in the Netherlands, about half derive from the agriculture and food sector and Holland is a global market leader in machinery for, for example, poultry and red meat processing, bakery and cheese production. The Food Valley region, centered at Wageningen University and Research Center, is one of the most authoritative agri-food and nutrition research centers in Europe. StartLife as part of the Food Valley, has been fostering entrepreneurship and actively supporting agro food entrepreneurs since 2005. Part of the StartLife “Fostering Entrepreneurship Programme” are masterclasses to facilitate future and established entrepreneurs in developing an international business proposition. The Orange Grove Masterclass on Agro-Food Entrepreneurship will explore the potential for Greek young entrepreneurs and university graduates to explore the possibilities of the European market, tapping into the Dutch expertise in agro-food entrepreneurship and develop new network contacts. Programme Orange Grove Masterclass on Agro-Food Entrepreneurship December 11 - December 12, 2013 Venue: Orange Grove, Vas. Konstantinos 5-7, Athens Target Content Program: Obtaining (new) knowledge followed by how to use the theory in practice. Focus on chain industry, policy, politicians, innovations, economic values. What is the added value to the customer, what is the client perspective. Welcome Dinner Tuesday December 10, 19.30 -21.30 hrs Location: Orange Grove Athens Guests: key note speakers, participants and the organisation Host: Jan Versteeg, Ambassador of the Kingdom of the Netherlands Day 1 - Wednesday December 11, Morning Theory and orientation on the agro food domain in Greece and the Netherlands 08.30 - 09.00 Welcome coffee, registration of participants 09.00 - 09.15 Opening by Ambassador Jan Versteeg 09.15 - 10.00 Key notes on the Greek, Dutch and international scope of entrepreneurship with examples and best practices of customer need trends and demands Christos Katsanos, DKG Group; Laurens Hartman, Karanika Domaine; Kyriakos Kyriakopoulos, ALBA Graduate Business School 10.00 – 10.15 1 Coffee Break
  3. 3. Day 1 - Wednesday December 11, Morning (cont’d) 10.15 - 11.30 Panel discussion with the key note speakers and the participants, developing best practices 11.30 - 12.30 Success story by G. Mitrakas, Morning Tales Wageningen 12.30 - 14.00 Lunch and meet & greet participants and organisation for team formation Day 1 - Wednesday December 11, Afternoon Develop your proposition based on customer needs 14.00 - 15.00 From idea to customer need analysis and customer empathy maps by Jan Meiling and Gitte Schober (StartLife, the Netherlands) 15.00 - 16.00 Development of customer empathy maps by the participants (6 groups) 16.00 - 17.30 Feedback sessions with StartLife, participants and experts on the customer empathy maps Day 2 - Thursday December 12, Morning Develop your proposition towards the market need using innovative building blocks 08.30 - 09.00 Welcome coffee 09.00 – 10.30 Key notes on developing and growing your company in Greece and the Netherlands in an innovation context with Nikos Efthymiadis (Redestos Efthymiadis Agrotechnology) and Bart Hoeflaak (PPM Oost NV, The Netherlands) 10.30 – 11.15 Panel discussion on company development 11.15 - 11.30 Coffee break 11.30 – 12.00 Lean start-up methodology using customer insights by Jan Meiling and Gitte Schober (StartLife, the Netherlands) 12.00 – 13.00 Develop your proposition and business model in an innovative and customer oriented environment 13.00 - 14.00 Lunch Day 2 Thursday December 12, Afternoon 14.00 – 16.00 (Cont’d) Develop your proposition and business model in an innovative and customer oriented environment 16.00 - 16.30 Breakout sessions develop a power pitch 16.30 – 17.00 Wrap-up and lessons learned 17.00 - 19.00 Networking event with power pitches of the participants and a Tasting exhibit Audience: Participants Masterclass, speakers, Wageningen alumni, selection from NL Embassy agribusiness network, mentors Orange Grove and Agro-media. 2

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