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By-passing the Hypermarkets
Building an Independent Local Food Chain in Central Finland
Laura Browne
Community Coordinator 2011-
Hub Jyväskylä
Social & Public Policy 2012-
University of Jyväskylä
PR Officer 2011-2013
Mukulaari Local Food Cooperative
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?
*
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
*
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
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
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
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.
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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Building an Alternative Food Chain in Central Finland

  • 1. By-passing the Hypermarkets Building an Independent Local Food Chain in Central Finland
  • 2. Laura Browne Community Coordinator 2011- Hub Jyväskylä Social & Public Policy 2012- University of Jyväskylä PR Officer 2011-2013 Mukulaari Local Food Cooperative
  • 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. * 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. 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. 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. 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. 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.