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Building an Alternative Food Chain in Central Finland

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How to by-pass the hypermarkets and bring the money and wellbeing back into the local community? Case study from the Jyväskylä region in Central Finland.

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Building an Alternative Food Chain in Central Finland

  1. 1. By-passing the Hypermarkets Building an Independent Local Food Chain in Central Finland
  2. 2. Laura Browne Community Coordinator 2011- Hub Jyväskylä Social & Public Policy 2012- University of Jyväskylä PR Officer 2011-2013 Mukulaari Local Food Cooperative
  3. 3. CONSUMER wantS to buy especially local food directly Battle against large retail chains dictating the price Finding clientele that is willing to pay for quality Producer WANTS alternative sales channels Traceability, natural methods and quality over price Local fair trade & organic WHY DO WE NEED AN ALTERNATIVE FOOD CHAIN?
  4. 4. * PRODUCERS Increased demanD Builds up Pressure in the Organic Chain FOOD CIRCLE 2FOOD CIRCLE 1 Logistics, packing, comms Not enough volunteers Too many products No online ordering system Need more producers Number of orders changes No cold storage Deliveries take all day *
  5. 5. MUKULAARI COOP Mukulaari COoperative’s Grassroots chain solution Streamlining logistics Producer collaboraton Branding & packaging Product development Marketing Co-creation Home delivery Order online Seasonal stock Ready-packed orders Workplace circles Reducing the need for voluntaries Direct channel between producers and consumers Seasonal stock Recipes Box deals Logistics, marketing, sales, packaging, delivery services Common space / interface for consumers and producers
  6. 6. Local Food Chain Development Timeline / Jyväskylä 2010-2013 2009 2010 2011 2012 20142013 2009 2010 2011 2012 20142013 Commercial & Public Independent JAMK projects: 1. Pro Ruokakulttuuri Ruokakulttuurikeskus Raparperi Japa ry food circles and projects Mukulaari Local Food (Cooperative) University Organic Local Food Circle Urban Farming Collective Kankaan Puutarha Juurikas CSA Farm Local Food Association of Central Finland Lähiruokamestarit Katriinan kauppa * * * 2. Ruokaketjuilla kasvuun
  7. 7. Local Food Developer OVERLAPPING / Jyväskylä 2012-2013 Mukulaari Local Food Producers Food Circles (Japa ry, University, Mukulaari) Urban Farming CSA Farming Katriinan kauppa Lähiruokamestarit * * JAPA JAMK SAME PEOPLE INVOLVED IN ALL PROJECTS COMMUNICATION BUT NO COLLABORATION STILL DISTANT TO CONSUMER NO ENGAGEMENT
  8. 8. PARTICIPATORY DEVELOPMENT TRANSPARENCY COLLABORATION WOrking towards the same goal - How to accelerate change? COMMON SPACES Internally in your own organisation Externally with other stakeholders & public Antti Poikola: When the resources are scarce, keep all your communication open to public to reduce your workload.
  9. 9. Thank you! laura.browne@hubjkl.fi http://fi.linkedin.com/in/lauranen http://mukulaari.fi http://facebook.com/ruokapiirit http://kankaanpuutarha.wordpress.com/ http://juurikasjkl.wordpress.com/ http://japary.fi

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