Connecting the consumer and producer in dairy, measuring sustainability, ICT for data transfer and research infrastructure to investigate consumer behaviour

1. New route to Dairy Innovation - Linking the
dairy consumer and milk producer
Amsterdam, December 2014
Fi Driving Dairy Innovation Conference
Krijn J. Poppe

2. Wageningen UR
Plant
Sciences
Group
Animal
Sciences
Group
Agro-technology
and Food
Sciences
Group
Environ-mental
Sciences
Group
Social
Sciences
Group
Wageningen University Social Sciences Department
Research Institutes (DLO) LEI
Experimental Research

3. Content of my presentation
 The demand for linking with the farm level
● B2C: experience, sustainability, organic
● B2B: tracing and tracking, food safety
 Measuring sustainability: The Sustainability
Consortium
 ICT as an enabler: IoT - platform in the
making
 Monitoring the need for / testing of new
products: a quest for better research
infrastructures

4. Trends in food
 Health
● Awareness of healthy diets and lifestyles
● Struggle against obesitas
 Sustainable food production
● Growing demand for sustainable, seasonal products
from the region
● Reduction in consumption, food waste as an issue
 New cultures in food
● Unwind, contra-trend of technology
 Quality time: products should ripen, slow food
● Experience – food as a part of story telling
● More fresh, less meat

5. Consumer behaviour and –attitudes on sustainability
 Consumers choose
altruistic values like
equality, peace and fair
above nature values
(pollution, in balance
with nature) and egoistic
values (power, richness,
authority)
 15% of the persons have
public values as animal
welfare, environment and
justice as a first choice.
 Health, price and
taste are most
important aspects of
food
Bron: Backus et al. (2011). Voedselbalans 2011. LEI-WUR.

6. Consumer behaviour and –attitudes on sustainability
 Personal values are
loosely correlated with
(intended) behaviour
 Consumers who value
nature aspects as more
important eat more
environmental-friendly
and healthier.
 Consumers who buy
healthier products also
buy more sustainable
products
Bron: Backus et al. (2011).
Voedselbalans 2011. LEI-Wageningen UR.
Bron: Backus et al. (2011). Voedselbalans 2011. LEI-WUR.

7. The Sustainability Consortium
“TSC provides common language
and a uniform approach to
measure sustainability across the
supply chain”
7
SOURCE: TSC member interviews
• Providing multi-stakeholder input
to ensure industry alignment
• Identifying issues beyond LCAs
• Committing to scientific rigor
• Early access to a vast multi-stakeholder
network
• Collaboration on innovative
sustainability solutions and
consumer engagement
Member testimonials
“By looking at sustainability as a
business opportunity, we are
innovating products now that we
wouldn’t have been otherwise”
“TSC is bringing stakeholders
together in a collaborative fashion
to develop sustainability solutions
for common themes across
product sustainability”
Products
Approach
Network
• Defining clear standards for
environmental and social metrics
• Creating implementable tools
• Reducing cost and complexity of
reporting

8. Caring Dairy
• Caring Dairy started in 2002 with Ben&Jerry’s,
Unilever, Wageningen UR and a pilot group of 11 dairy
farmers
• 2008 joined by CONO Cheesmakers producer of
Beemster cheese: > 500 dairy farmers
• Collecting data on 11 indicators, organising series of
workshops with groups of farmers and experts
focusing on continuous improvement.

9. Incentivise farmers on sustainability (PPP)
100
80
60
40
20
0
Income per
Family
Labour unit
solvability
(%)
Cost price
per 100
kg milk
Energy use
per euro output
Water use per euro output
-
Pesticide use
per hectare
number
of days
Cows in Meadow
-Education
Surplus of
Phosphate per
hectare
Surplus of
Nitrogen per
hectare
PEOPLE
PROFIT
<< PLANET >>

10. ICT brings info for farmer and consumer
Royal Gala apple
Origin: Girona
Pesticides: No
Organic farming: Yes
Carbon footprint:1,2 kg CO2e

12. SmartAgriFood Conceptual Architecture
App store
Services
sensors
actuators
data sources
(‘Internet of Things’)
Local
ISs
Spraying Advisory
Services
Meteorological
Service
State and Policy
Information Service
Consumer Food
safety service
E-agriculturist Service
for spraying potatoes
FI-Ware enabled
Cloud Platform
Machine Breakdown
Service
User’s
devices
Other
sources
Cloud
IS
Transport

13. FInish
1. Empower small and innovative ICT players to develop high-quality
and high-impact solutions for food and flower supply chain
networks based on technologies of the FI-PPP programme
2. Develop a large set of innovative and technologically challenging
services and applications for virtualisation, connectivity and
intelligence of food and flower supply chain networks
3. Implement and validate the technologies and concepts developed
in the Future Internet PPP programme
4. Support SMEs in creating high-impact apps with Future Internet
applications and helping to market their apps cross-border in
specialised EU markets and beyond
5. Ensure business value of services/applications for collaborative
business networks in food and flower industry

14. Content of my presentation
 The demand for linking with the farm level
● B2C: experience, sustainability, organic
● B2B: tracing and tracking, food safety
 Measuring sustainability: The Sustainability
Consortium
 ICT as an enabler: IoT - platform in the
making
 Monitoring the need for / testing of new
products: a quest for better research
infrastructures

15. EuroDISH: From model to key-questions &
02/12/201 www.eurodish.eu
4
p. 15
Intake of
food and
nutrients
Health and
disease risk
Status and
function of
the body
Foods,
frequency,
amounts.
Lifestyle, e.g.,
physical activity
smoking,
drinking,
sexual activity
Fitness, fatness,
blood pressure
vascular stiffness;
serum cholesterol,
carotid artery
thickness,
atherosclerosis,
cognitive function;
mutation &
methylation.
Infection;
myocardial
infarction;
cancer;
fractures;
dementia.
Healthy life
expectancy,
mortality.
research infrastructures
Determinants
of diet and
lifestyle
Availability,
price, taste,
cultural
values and
beliefs,
attitude, PH-intervention
campaigns,
education,
SES, age,
sex,
life cycle, etc
Grant no 311788-CSA-SA

16. EuroDISH: From model to key-questions &
research infrastructures
Public Health
Interventions
02/12/201 www.eurodish.eu
4
p. 16
Intake of
food and
nutrients
Health and
disease risk
Status and
function of
the body
Determinants
of diet and
lifestyle
Grant no 311788-CSA-SA
Diet
What are
we
eating?
Food
(pattern) &
Nutrient
(status)
Effect
Does it
matter to
health?
Mechanisms
and disease
outcomes
Products
Why are
we eating
this?
Food choice
& change
ex: Psycho-social &
environmental
research, GIS &
GPS
Monitoring &
Surveillance
ex: Innovative
technologies & food
products
Biomedical Research
ex: New products for
people at risk

17. Big Data for Smart Food and Health Services
Life style
Health
Food
17

18. In conclusion
 There is innovation pathway that links dairy products with
the farm level
● B2C: experience, sustainability, organic
● B2B: tracing and tracking, food safety
 Sustainability can be measured
 Farmers can be incentivized to produce more sustainable
 ICT helps to bring farm data to the consumer
 ICT brings new ways (research infrastructures) to test
new products and integrate advise on health and
sustainability

19. Thanks for your
attention
krijn.poppe@wur.nl
www.lei.wur.nl
www.FIspace.eu
www.EuroDISH.eu
www.sustainabilityconsortium.org