presentation given for the Holland Day in Almeria, Spain with suggestions for joint innovation between the regions

1. On international collaboration in
horticulture
Krijn Poppe l senior economist LEI Wageningen UR
Almeria, September 2015

2. Staff
>6.000
Turnover
€ 658mln
Wageningen
UR
Facts
2nd
Biotech
city in the
world
Students
>9.000
Countries
>100
THES
ranking
70
University
&
Institutes
Our mission
‘to explore the
potential of nature
to improve the
quality of life’

3. Supervisory Board
Executive Board
Environmental
Sciences
Group
Alterra
Agrotechnology
& Food Sciences
Group
Food & Biobased
Research
Livestock Research
Central Veterinary
Institute
Animal
Sciences
Group
Plant
Sciences
Group
Plant
Research
International
Applied Plant
Research
Social
Sciences
Group
Wageningen University
Contract Research Organisation
Concern Staff Facilities & Services
Wageningen
Academy
IMARES
Wageningen
International
LEI
Centre for
Development
Innovation
RIKILT
(food safety)
Environmental
Sciences
Animal Sciences Plant Sciences Social SciencesAgrotechnology
& Food Sciences
Position LEI
within
Wageningen UR

4. LEI WAGENINGEN UR
an independent and
internationally leading
socio-economic research
institute.
We offer clients insights and
integral advice for policy
and decision-making
processes in an innovative
way, contributing to the
creation of a more
sustainable world.

5. 265
employees
65% male
35% female
LEI
Wageningen
UR
Facts
40%
Accepted EU
R&D proposals
in societal
challenge 2
Turnover
€ 31 mln
...
Yearly
around 100
references
in parlement

6. Market
Intelligence
+
Integrated
Assessment
Our
strengths
Sector
knowledge
from
producers to
consumers
Socio
economic
knowledge
Data &
Models
Our work forms
and fits the EU
agenda
Broad network

7. working
on
global
challenges
worldwide
Food Security
Biobased Economy
Water, Energy and Climate
Sustainable Food Clusters

8. CONTENT
1. Market Intelligence
2. Sustainability
3. ICT for sharing data
4. Consumer research on
food and health

9. From insights to intelligence
9

10. Vegetables export - main destinations
2014
10
Netherlands: € 5.8 Bn
Spain: € 4.8 Bn

11. 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

12. The retail landscape is changing
 Retailers with a broad range (on
the edge of suburbs) have difficult
times
 (German) discounters have
learned and improved the trics.
 Specialty retailers in sustainable,
convenience and luxury products
 Web shops and online: home
delivery, pick up points (last mile)
 Out-of-home grows (trends: fast
casual, food truck etc.)
12

13. 13
The Sustainability Consortium
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”
“TSC provides common language
and a uniform approach to
measure sustainability across the
supply chain”
Products
Approach
Network
• Defining clear standards for
environmental and social metrics
• Creating implementable tools
• Reducing cost and complexity of
reporting

14. ICT as a game
changer
www.FIspace.eu
https://www.agriplace.com
https://www.youtube.com/watch?v=PqGtiLQGT9o

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

16. Disruptive ICT Trends:
 Mobile/Cloud Computing – smart phones, wearables,
incl. sensors
 Internet of Things – everything gets connected in the
internet (virtualisation, M2M, autonomous devices)
 Location-based monitoring - satellite and remote sensing
technology, geo information, drones, etc.
 Social media - Facebook, Twitter, Wiki, etc.
Big Data - Web of Data, Linked Open Data
High Potential for unprecedented innovations!
everywhere
anything
anywhere
everybody

17. Which innovations and new business models are possible ?
Precision Farming/Advice Segment Online + infoService ++
• Prescriptive farming
• Predictive maintenance
• Eco-systems of apps
• Regionally pooled big data
analysis for science and
advise (and risk mgt.)
• Personalized
advise by apps
• Online shops
• Integrated supply chains
• Feedback consumer-producer
• Measure, pay
sustainability
• Better T&T
• Paperless chain
• Store
replenishment
• Category
management
Sustainability HealthFood SafetyFood Security
LoyaltySMEs Cost priceGRIN Cope with retail
Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
Transport+
Collaboration and Data Exchange is needed!

18. Agri-Food Supply
Chain Networks
are multi-
dimensional
• Markets allocate
products to different
destinations
• Chains are
supported by many
service providers
• Intensive data-
exchange with
governments
law & regulation
innovation
geographic
cluster
horizontal
fulfillment
Vertical

19. Data exchange by ABCDEFs
 Large organisations mostly have gone digital, with ERP
and other systems
 But between organisations (especially with SMEs) data
exchange and interoperability is still very poor
 While more data exchange for collaboration and business
process control in the chain is needed
● As data need to be combined to create value
● The better we exchange data, the less disruptive it is
for current business models and organisations
There is a need for ABCDEFs:
Agri-Business Collaboration & Data Exchange Facility
Proprietary/closed or open ABCDEFs?

20. Farm Digital project
Sharing Data with AgriPlace:
Compliance Made Easy
https://www.agriplace.com
https://www.youtube.com/watch?v=PqGtiLQGT9o

21. LESS ADMINISTRATIVE BURDEN
AND CREATING VALUE
Auditors
• More effective audit on farm
• More new clients
• Savings of >€100 per audit visit
Farmers and Growers
• Less time and irritation to collect data
• More digital management
• Savings of >€500 euro per grower
Retailers
• Quicker and more complete data
• Better risk management
• > €30 savings per farm request
Importers and Food processors
• Cost savings on data collection
• Increase data quality
• Savings > €10,000 per importer
Consumers
• Relation with growers
• Better understanding of labels
• More transparency
PROTOTYPE
AGRI-PLACE
FMS-manage-
ment software
GOV. open data
LEI Wageningen UR
Benchmark-data

22. Data flows: virtualisation is coming
Logistics Intelligence
Logistics Connectivity
Real-time Virtualization
5.0
5.5
6.0
6.5
7.0
0 10 20 30 40 50 60 70 80 90 100
Glycongen concn. (µmol glucose equiv./g)
UltimatepH
DFD
normal
normal or PSE
acid

23. The need for
Research
Infrastructures
to monitor
consumer
behaviour and
test new
products
www.EuroDISH.eu

24. www.eurodish.eu18/09/201p. 24
Intake of
food and
nutrients
Health and
disease risk
Status and
function of
the body
EuroDISH: From model to key-questions &
research infrastructures
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
Public Health
Interventions
ex: Psycho-social &
environmental
research, GIS &
GPS
Monitoring &
Surveillance
ex: Innovative
technologies & food
products
Biomedical Research
ex: New products for
people at risk

25. www.eurodish.eu18/09/201p. 25
DISH domain
'DISH' model:
4 key building
blocks of food
and health
research
Krijn Poppe
Studying the need for food and health research infrastructures in Europe

26. www.eurodish.eu18/09/201p. 26
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.
EuroDISH: From model to key-questions &
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

27. www.eurodish.eu18/09/201p. 27
EuroDISH: The consumer as link
between the Agrifood & Health sector
Krijn Poppe
Studying the need for food and health research infrastructures in Europe
Societal challenges:
Food security, safety,
sustainability, climate
change
Societal challenges:
Health, demographic
change, and wellbeing
Food Policy Environment
Social Environment
• Biology & Behaviour
• Public – Private
• Connecting health and food
(ESFRI working group)
Health
sector
Agrofood
sector
Consumer
why & what do we eat,
how does it affect
health?
Healthy and active live
for EU-consumers
(JPI-HDHL, H2020)
public
private
public
private

28. Big Data for Smart Food and Health Services
Life
style
Health
Food
28

29. Some options for collaboration
 Pre-competitive innovation and data
management:
● Market Intelligence
● Sustainability
● ICT for sharing data
● Consumer research on food and
health
 And of course there will be
opportunities in the market to
collaborate
29

30. Muchas Gracias
krijn.poppe@wur.nl
wageningenUR.nl/lei