Concept paper Regional / Local Food System in
Denmark
Challenges and Opportunities for Local Food
Production in the South Baltic Region
Hanne Kjærsgaard and Birthe Kofoed, Health and Nutrition, UCSJ, Ankerhus
28-06-2013
Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Challenges and Opportunities for Local Food Production in the South Baltic Region
1. The project
a. Project summary
b. Partners
2. Definition of “local food “ and “regional food”
Definitions for “local food” and “regional food” differ on some conceptual attributes.
“Local food” refers to food raw materials, food ingredients and/or meals which:

have been produced (e.g., grown or raised), processed (e.g., packaged, cooked) and consumed
within a local area

have a distinct local source

have a short supply chain (with few intermediaries)

have been produced in a sustainable manner.
“Regional food” refers to food raw materials, food ingredients and/or meals which:

have been produced and processed within a regional area but could be consumed locally,
nationally and internationally

have a distinct local source

have a distinct regional identity related to the "regional cuisine"
Drawing on these definitions, this paper will describe and analyze
a. Local food systems in the partner regions of Germany, Denmark, Lithuania and Sweden. In
addition, a comparative analysis of local food systems on the South Baltic regional level,
will identify common characteristics, as well as common opportunities and threats for the
production of local and regional foods.
b. Local food service and regional cuisines in the partner regions in Germany, Denmark,
Lithuania and Sweden. Regional analysis will also look at commonalities and differences
across the Southern Baltic countries.
c. Local food producers’ perceptions of threats and opportunities to local food production
d. Consumers’ perceptions of the benefits of local food.
1
Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
To facilitate the systematic and structured collection of data and material on the afore-mentioned points,
the common list of questions is provided below. Each country will provide an input (10 pages in English)
addressing each of the questions in turn.
Description of the local food system
a) Local/Regional Food Systems
In the report Kulinarisk kvalitet , Smag og Sanser, 2009 (culinary quality, taste and senses, 2009), 3
categories are defined which constitute to regional food1.
Category 1. Is geographically determined and contains products which can only be produced at this
specific geographic location due to their place name. Typical examples include Bøtø potatoes,
Lammefjords carrots and fruit, which originate for instance from Fejø and Lilleø. (Nørgaard, 20132).
This defines a true local product as: a local product which is grown-bred, produced, sold and
consumed locally.
1
2
http://www.foedevareplatform.dk/mediafiles/1/other/katalog_kulinarisk_kvalitet.pdf
Nørgaard, Else. 2013. Danish Agriculture and Food Counsil. Personal interview the 9th of May 2013.
2
Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Category 2. A category in which it is the producer who brings a regional identity to the product,
through the inclusion of local history. For example Krenkerup beer3 and Mørdrupgård grain4.
Category 3. A category in which the manufacturing process from the primary product to the end
product, contributes to the development of the region as well as its producers. An example
includes how apple producers in a region develop new products. Such as developing a wider variety
of juice depending on type and season e.g. apple cider and apple wine.
Nørgaard, 20135. Supply another definition of regional food. It is the psychological limit to what is
local. It is solely based on people’s conception of what is local which forms this perception.
1. What is the average size (in hectares and animal heads) of the primary food producers in your
region/country?
In Denmark the average size of primary farm/food producer stood at 64,0 hectares in 2011. In the
table 1 below, the number of animal heads in 2011 is indicated. In table 2 a statement of the size of
the production of domestic animals in mill. kg in 2011 is shown. In table 3 the crop yield in
Denmark 2011 is presented. (Landbrug og Fødevarer,(Danish Agriculture and Food Counsil) ,2012)6
Table 1. Number of animal heads, 1000 pieces. in may/june 2011.
Cows
1.568
Pigs
12.932
Sheep’s
144
Chicken older than half a year (egg
production)
3.815
14.389
Chickens
Turkey
212
Duck
230
Goose
7
Comment: Within cattle breeding, pig and sheep production, hens for egg production and broilers.
All have witnessed a decrease in production levels during the last couple of years. On the other
3
http://www.krenkerup.dk/bryggeri/
http://www.moerdrupkorn.dk/mel.html
5
Nørgaard, Else. 2013. Danish Agriculture and Food Counsil. Personal interview the 9th of May 2013.
5
http://www.krenkerup.dk/bryggeri/
6
Landbrug og Fødevarer. (Danish Agriculture and Food Counsil 2012). Fakta om erhvervet. www.lf.dk
4
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
hand there has been an evident increase in the number of ducks and turkeys seen (Landbrug og
Fødevarer, s. 12-14, 20127).
Table 2. Size of the production of domestic animals in mill. kg in 2011
Overall milk production
4.881
Butter
37
Cheese
275
Beef and veal
145
Pork meat
2.008
Chicken meat
215
Egg
66
Table 3. Crop yield in Denmark 2011.
Profit, 1000 tons:
7
Winter wheat
4.746
Spring wheat
86
Winter barley
724
Spring barley
2.526
Rye
294
Triticale
138
Oats and dredge corn
225
Total pulse
27
Straw gathered in
3.174
Rape
508
Potatoes
1.620
Industrial beets
2.700
Landbrug og Fødevarer. (Danish Agriculture and Food Counsil 2012). Fakta om erhvervet. www.lf.dk
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Fodder beet
284
Profit, mill. crop units8
Grain, straw and pulse
93,6
Root crops
10,2
Beet tops and silage
0,0
Grass field crops
31,9
Maize for silage-making
17,9
Rape
8,7
2. Which types of LRF are produced in your country/region (2011)?
Many different types of food are produced in Denmark the Region of Zealand. In table 4, the
consumption in kg of food in the home market and total per citizen in 2011, is presented. It gives an
overview of which kind of food is produced. Table 5 additionally shows how large a market share
the organic products possess for selected food types. Most of these products are produced in the
Region of Zealand, yet coffee beans are not produced in DK, but instead roasted in Denmark
(Landbrug & Fødevarer, 20129). It is shown in the light of Culinary Heritage of Regional food Culture
Zealand that there is a broad range of different local food producers in the Region of Zealand.
Ranging from vegetables, potatoes, fruit, herbs, wine, beer, fish, different variety of meat, bread
and flour from different kind of cereals (Regional Madkultur, 2012/2013)10. There are also other
local food producers that are not members of the Culinary Heritage of Regional food. These include
for example milk and oil producers.
Table 4. Consumption of kg total food per citizen in Denmark 2011.
Whole milk
11,5
Semi-skimmed milk
23,7
Mini-milk and skimmed milk
53,9
Butter milk
2,9
8
1 crop unit=100FE (feed unit)
Landbrug og Fødevarer. (Danish Agriculture and Food Counsil 2012). Fakta om erhvervet. www.lf.dk
10
Regional Madkultur Sjælland. 2012/2013.
9
5
Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Cream
6,7
Sour cream
2,7
Yoghurt
13,3
Other sour products
5,4
Chocolate milk
7,3
Milk-based beverages
3,1
Other fresh products
3,1
Eggs
14,2
Beef and veal
28,1
Porkmeat
31,9
Table 5. Organic market share for selected food, %.
Product
2011
Oatmeal
40,5
Milk
29,0
Wheat flour
19,9
Egg
22,5
Fruit juice
21,0
Pasta
19,4
Butter/mixed product
13,4
Curdled milk
16,2
Cooking oil and sweet oil
21,9
Muesli
14,1
Vegetables
13,5
Marmalade
10,8
Fruit
8,3
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Coffee
7,8
Juice
6,2
Frozen goods, fruit and vegetables
5,1
Flour mix and cake mix
2,9
Hard cheese
4,0
Cereals
2,9
Beef
3,1
Rye bread
3,2
Sliced cold meat
1,3
Pork
1,6
An evident trend regarding local branding within various product groups is reflected among others,
within the rapeseed oil production. For example at Grønninggård at Store Heddinge11 . Further
afield, vegetables and fruit producers have witnessed the same development as is seen in
Rokkedyssegård at Værløse12. Furthermore, a large development within the flour production has
taken place. Whereby a great variety makes up the variants, in which many small farm shops sell
their own flour e.g. spelt, white wheat, amelcorn, mountain tobacco wheat and barley for bread
and porridge making. Within the field of meat, a growing number of producers have entered the
market, who intensively promotes their products. Besides Regional Madkultur (Regional Food
Culture), many local initiatives have been seen. In which branding of a district or a municipality has
occurred, for instance in Lammefjordsbrandet (Nørgaard, 2013)13 or Spis og Oplev (Slagelse
Kommune, 201214). In table 6, the number of farms with farm shops or on-farm sales in 2012 is
shown. This figure represents the specific number count which has originated directly from the
Danish islands. It is evident that almost the same amount of local producers exists, which produce
vegetable products (776) and animal products (801)15.
11
http://www.groenninggaard.dk/
http://www.rokkedyssegaard.dk/
13
Nørgaard, Else. 2013. Danish Agriculture and Food Counsil. Personlal interview the 9th of May 2013.
14
Spis og Oplev, Kunst og kulinariske oplevelser I Slagelse Kommune, 2012
15
http://www.dst.dk/pukora/epub/Nyt/2013/NR293.pdf
12
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Table 6. Farms with farm shops or on-farm sales on the islands 2012 (Denmark).
Vegetable
products
Number of farms
Animal products
Number
of
farms
Fruit and berries
456
Pork meat
49
Vegetables
345
Beef
507
Potatoes
397
Sheep meat and lamb
88
Flowers
and
ornamental plant
68
Poultry
103
147
Other animal products
Other
Milk
30
Egg
269
Honey
136
3. How many (%) of food processing companies of small-size (0-49 employees), mid-size (50-149
employees) and large-size (≥250 employees) are found in your country/region (2011)?
There is no definite answer regarding this question, though information exists indicating that there
were 396 farm shops in Denmark in the year 201016. Although the number of employees in
employment fell, in the category (0-49 employees).
In Denmark there exist a database called Næringsbasen17 if a company produces or sells an amount
of food below 50.000 kr. a year, it must be registered in Næringsbasen. However Næringsbasen
gives neither answers as how many employees are present in the company nor information
regarding the number of companies which have a license to trade.
4. What are the main distribution channels for primary local/regional food (LRF) in your country?
Most of the locally produced foods are sold through back-door selling directly to the consumer.
There are various kinds of local food back-door selling18:
The most basic method is street sale or periodical sale, as for instance takes place at a market stall.
On-farm sales (types of products could be: fruit, vegetables and eggs with egg shell and for instance
fresh milk fresh collected in a pail, that the customer brings).
16
http://www.statistikbanken.dk/BDF907
http://www.naeringsbasen.dk/files/FAQ_Naeringsbasen.pdf
18
About on-farm sales, http://www.foedevarestyrelsen.dk/Publikationer/Alle%20publikationer/2012281.pdf
17
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Hawking: This is based around a travelling or a wheeled point of sale. It entails the notion that
house-to-house enquiries are not allowed. One may reveal his/her identity, but the point of sale is
not allowed to be present for a prolonged period of time, within a certain area. One should receive
a hawking permission, while operating.
Meat mediation: As a consumer you contact the farmer and agree with the farmer regarding the
purchasing and collection of the specified animal at the butchers.
Market sale: Related around a fixed spot. This can potentially take place in places such as Køge or
Roskilde or at a Farmers Markets, such as in Sorø, which takes place during certain weeks or
typically three times a year. This could be conducted for instance through a fish lorry or cheese
lorry.
The difference between hawking and market sale is that you have a fixed day of the week at market
sales where you are stationed. Stationary in this case means several hours.
Farm shop: Regional food control authorities make demands regarding the shops arrangement etc.
This could be related to vegetables, fruit and in reality often neighbor’s products.
Online sale: The customer orders food over the internet and receives the delivery at their own
doorstep for example Årstiderne19.
Point 4 refers to the interview with Nørgaard, 2013.
5. What types of common labels and/or marketing systems (indicating that the food is locally
produced) have you got in your country/region?
In Denmark there is no official labeling of local food (Nørgaard, 2013).
Though the existence of a label means that the food can be marked with a protected origin
designation, is validated by European regulation which origins from 1992, where the European
designation is DOP. A food can be approved as DOP/BOB if the nature of the product is represented
in the specific area from which the product originates20.
The DOP label (BOB in Danish)
19
20
http://www.aarstiderne.com/Om-aarstiderne/Job/Langt-ude-paa-landet
http://www.italy.dk/mad/ost/oste-dop.htm
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
There are three core products present in Denmark which have applied and been approved for
labeling, including Lammefjords carrots, Esrum cheese and Danablue. However, there are plenty
more Danish products which are in the process of applying for the DOP label (Nørgaard, 2013).
6. Which official and private initiatives support the facilitation of local food business in your
region/country?
There are various initiatives in Denmark regarding local food. The Ministry of Food, Agriculture and
Fisheries of Denmark has established Madkulturen21. The purpose of Madkulturen is to give the
Danish people better quality food: Food that has taste and smell every day around the year.
In addition, the Landdistriktprogrammet (LAG) supports projects in rural districts and also includes
the further development of local food22. In 2012, the project new taste for extremely old food
varieties was supported by the Ministry of Food, Agriculture and Fisheries of Denmark. 12 projects
scattered throughout the country received support for work relating to threatened species such as
berries, legumes, fruit, chestnuts and grain. The money is donated to work related to the
preservation and use of plants which are beneficial to environmentally friendly farming and can
give the consumers an original and new taste experiences such as for instance bread, apples and
vegetables23.
Besides the initiatives from the Ministry of Food, Agriculture and Fisheries of Denmark, many
private initiatives are present at the moment, including “Smagen af Danmark”24, “Smag på
landskabet”25, Farmers Market26, Slow Food27,” Spis lokalt”28, “Bondens marked”29 and many more.
As regards to Slow Food, a label already exists called Sneglen (Nørgaard, 2013).
The minister of food has on the 14th of June 2013, requested that the municipally buy locally
produced food30.
7. What are the trends (in last 5 years) within LRF production?
21
http://madkulturen.dk/om-madkulturen.aspx?ID=49077
http://www.landdistriktsprogram.dk/Default.aspx?ID=35243
23
http://www.fvm.dk/Default.aspx?ID=18486&PID=165776&NewsID=7019
24
http://www.smagenafdanmark.dk/
25
http://www.smagpaalandskabet.dk/start.htm
26
http://www.torvelisten.dk/farmers-market.htm
27
http://www.slowfooddanmark.dk/
28
http://www.spislokalt.dk/
29
http://www.gisselfeld-kloster.dk/content/Oplevelser/Motorshow-2013.aspx
30
http://www.fvm.dk/Default.aspx?ID=18486&PID=165776&NewsID=8182
22
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Flour: different types of flour products are being produced to the market such as. wheat, emmer,
spelt, gold blumen31. In Denmark there is a tradition for various bread varieties. Skaarup, 199832 has
described in Euroterrior 9 different types of bread which are characterized in Denmark, like rye
bread & pastry with poppy seeds.
The owner of an organic mill33 (company H), reported that the sales of organic flour from their
company did not decrease as a consequence of the financial crisis in 2008 but instead remained
relatively stable and increased gradually. The organic mill supplies mainly wholesalers, who further
supply catering businesses. In public canteens there has been support for dishes ingredients to
entail 50% organic. This will be implemented in 2020. The farmer has an E-food sale on the internet
as well.
Another farmer from an organic mill reported at Roskilde dyreskuet 2013, that they have not
witnessed a fall in the sales since the crisis started in 2008. In fact they have had a relative rise in
sale volumes. The owner presumes it is because the business has seen an increased visibility on the
market. They operate a farm sales and E-food sales on the internet.
“In the future we will buy more food, raw products and products on the internet. This will give new
opportunities to make a story about the products and increase consumer contact and relations.”
Lindahl, 201334
Over the past there has been a trend with production of different locally beers in small scale
production some of the beers are combined with adventures like cooking and eating a meal. There
are around 100 small breweries in Denmark35. In the interview with the owner of the beer
production company, the owner stated that they wanted to serve beer together with a meal and
offer a meeting-place at the brewery. The hope is that the trend regarding microbreweries will
further continue to represent good quality local food, in the trend of the New Nordic food
concept36. Some of the microbreweries have been closed post the year 2008. However the exact
number cannot be specified.
In the past years several food communities have started appearing in the local community. The
concept is based around the fact that these small communities buy food directly from local food
producers in the local proximity. The food is packed in bags and delivered to the food community
members. The cost is typical measured in 100 krona per bag. The members of the community
deliver some work in exchange, for example the packaging of food, producing dishes to dinner
parties in the community etc. The idea was started in Copenhagen37. In the Region of Zealand there
are communities in Lejre og Køge38,39.
31
http://www.okologi.dk/virksomhed/hjemmemarked/kampagner.aspx
Euroterroir, the Danish part, Paris 1998
33
Company H, from tabel 8.
34
http://www.foodculture.dk/Debat/Foedevarer/2013/Mini_food_trends_i_2013.aspx
35
http://www.bryggerier.dk/bryggerier.html
36
http://www.nfd.nynordiskmad.org/
37
http://kbhff.dk/
38
http://koege.lokalavisen.dk/nyt-foedevarefaellesskab-paa-vej-i-koege-/20121102/artikler/711029913/1426
32
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
b) Local Food Service and regional cuisines
1. How many (the number and %) restaurants serving LRF are in your country/region (2011)?
The Culinary Heritage of Regional Food Culture Zealand (Regional Food Culture) has currently 4
members with restaurants. The number of restaurants with local or regional food culture is not
known. Restaurants can serve local or regional food without being a member of the Regional Food
Culture. Furthermore, you can be a member without a high percentage of local/regional food in
your dishes. The number of restaurants in the Region of Zealand is 1131, with a total of 24,563
visitors in 2010 40.
To collect information regarding local Food Service/restaurants in a systematic way, an interview protocol
should be administered to 3 different persons (management level in local Food Service
businesses/restaurants) at personal meetings or by phone. Due to methodological limitations (e.g., no
representative sampling, no large number of respondents, no statistical analysis of data), it is not possible
to draw inferences or generalize from this given data. However, the data could be used as a qualitative tool
to restructure the design of the training course regarding local and regional food. While ensuring it is
relevant to local food service/restaurants. For open questions a direct transcription is required and the data
should be analyzed using a content analytical approach. The structure of the protocol is as follow. In table 7
is shown the type of food serving companies interviewed.
Table 7. Show the restaurants serving local / regional food interviewed to the concept paper.
Restaurant /contact
Main focus area
Company A
A sea-food restaurant and fish dealer
Company B
A conference hotel
Company C
A staff canteen
1. Which area does your food service business belong to?
a) Non-profit
b) profit-oriented
Amount of the costumers per day:
a) 0-19
b) 20-49
c) 50-249
d) ≥ 250
39
www.løff.dk
http://horesta.dk/da-DK/Oekonomi-Statistik/TalStatistik/Restaurantmarkedet/~/media/Filer/Analyse/Normtal%2010-11/Restaurant/Oms%C3%A6tning.ashx
HORESTA, Danmarks Statistik & TNS Gallup Index Danmark (based on a spot test among 8971 persons)
40
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Company A; The sea-food restaurant and fish dealer:
b) Profit
0-200
It depends of the season. In the summertime three are a lot of guest and in the winter time it is very low
sesason with nearly no guests
(a og d)
Company B; The conference hotel:
b) Profit
Depends on the type of events, the groups visiting can vary very much in size for example 12-150 guests for
dinner. (a og c)
Company C; The staff canteen:
a) Non-profit, but the profit goes to the institution.
The canteen serves food to around 100 employees and on average between20-200 students, 3 meals per
week, for schools in and around the local surroundings. The school arrangement has approved new food
contracts in schools and kindergartens for summer parties, food for exams, graduation and jubilee, (at least
c).
2. How much of the ingredients (%) are directly sourced from a producer of local/regional food (LRF)
a) 0-24% is LRF
b) 25%-49 is LRF
c)50%-74% is LRF
d)75%-100% is LRF
Sea-food restaurant and fish dealer: b) 20-50% of fisheries are dependent on the season, hence so are the
fish in the restaurant as well.
The conference hotel: a) 5%. The Regional Food Culture is attempting to coordinate the distribution of
regional raw material among its members. The logistics aspect is very important, but is encountering
difficulties at the moment.
The staff canteen: a) 0-24%. Membership of the Regional Food culture is managed by the former chef of
the kitchen. Most of our raw food materials are delivered from the wholesale dealer and the canteen is
included in the central buying agreements of the company. Hence one cannot identify from where the raw
food materials originate from, whether they are locally sourced or not.
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
As an example, they can´t buy meat from a local producer. Although in the fall they buy apples from a local
producer.
3. What type of local food do you serve?
a) Meat
b) fish
c) vegetables d) dairy products
e) fruits
f) other________________
The sea-food restaurant with fish dealing serves fish with salad, bread or potatoes. The conference hotel
and the staff restaurant use all types of raw food materials in the kitchen. The hotel serves roe deer in June,
as an example for seasonal food.
4. What assistance do you need to further develop your Food Service Business?
The sea-food restaurants with fish dealing mention that networking and education is very important in the
development of their business. The conference hotel stated that marketing can always be developed,
although it is currently going well. They hold sponsor dinners in order or to receive future contracts.
The restaurants staff stated that marketing could be further approved. We could mention to local
authorities and organizations that we are able to organize different events. Making appointments with
private supermarkets is not possible because it will be a distortion of competition.
5. What competencies/capacities would you want to develop yourself?
The owner of the sea-food restaurant with fish dealing indicates that the qualification of the waiters and
waitresses in service and local cultural knowledge is important in offering top customer service.
The conference hotel mentioned that they would prefer more focus on sustainability, for example in the
kitchen, but that the fact still stands that expert advisers are highly expensive.
The staff restaurant mentioned that with regards to the demand about keyhole dishes, the staff in the
kitchen requires new sensory qualifications because the amount of salt and sugar is less in keyhole dishes
mark41.
6. What is a desired profile of an employee for your local food business?
The sea-food restaurant with fish dealing mentioned that qualifications depend on the function and the
motto one has. Nonetheless it is important that one is dedicated to the work. It is also important that
everybody contributes towards the further development and synergy of the restaurant. So the further
possibility should exist to develop personally through the work processes.
41
http://www.noeglehullet.dk/Forside.htm
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
At the conference hotel a cook with 3-6 years of experience would be preferred.
The staff canteen says that every single one of the permanent staff is trained. The cook would conduct new
qualification trainings among the staff.
7. What are the strengths of your local food business? Why?
The sea-food restaurant and fish dealing: The strengths include that we are able to make all the dishes
ourselves. Furthermore, we have both fish dealing and a restaurant as one. The fact that we are placed at a
harbor is an advantage as it is a tourist area especially in the summer season. In addition, our staffs are
permanently employed.
The conference hotel: It is important that the guests feel welcome and experience comfort at the hotel. The
hotel staffs are visible and easy to get reach of.
The staff canteen: It is our priority to make the food from scratch. We want to have an outstanding
reputation through the preparation and quality of our food.
8. What are the weaknesses of your local food business? Why?
Fish dealer with sea-food restaurant: The season is very short amounting to a total of 8 weeks. With new
developed products it is a short period to find out whether the idea is good. The vacation period is also
short (summertime). Climate change is a weak spot, because the business is situated at the harbor. If sea
levels rise, the business will disappear.
The conference hotel: It would be nice if the customers were evenly distributed throughout the year.
School party guests also follow a strict yearly calendar. Having a constant flow of customers is a constant
challenge.
The staff canteen: We have limited possibilities because we are an institution of education. Rules given by
the state have to be followed. The canteen is not allowed compete with other food distributions companies
in the local area.
9. What are the opportunities for your local food business? Why?
The sea-food restaurant and fish dealing: Opportunity to expand the business in the harbor area. Develop
new products (new salads, shrimps from Kina in different dressing, fishpatées, soufflés etc.)
The conference hotel: Discussed the possibility to expand to catering in order to have more diverse areas of
business.
The staff canteen: That we follow the rules while business. That we make events at one day only (not
weekly based), and offer our services to further associations afield. Possibly work towards getting the
organic eating labeling in bronze (the goal is 30-60% organic over a period), because 50% of the groceries
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
are now organic. To us it seems easier than getting the keyhole mark (as an eating-place), because then it is
not possible to use the left overs of vegetables from the day before, without making a new estimate of the
recipe. This is currently unrealistic. It will suit us more to use the left overs in order to minimize the waste
and support sustainability.
10.What are the risk/threats to your local food business? Why?
Sea-food restaurant and fish dealing: The possibility that we cannot get staff interested in the culinary
tradition of fish. If the area around the harbor has fewer permanent citizens, and the citizens become
poorer, this will be a future potential problem. If the fishes become more expensive, it will be a further
problem. If the ocean raises the risk to businesses existing in the harbor area raises.
Conference hotel: There are many hotels, which offer the same level of service. Each one wants to save
money when having an event arrangement. When individuals and companies have no financial capabilities,
they consequently do not go out for dinner.
The staff canteen: The risk is that the institution gives somebody else the contract for work. We have to
have external events to keep the permanent staff.
c) Local food producers’ perception of opportunities and barriers to local food production
In order to collect the information regarding perceptions’ of local food producers in a systematic
way, an interview protocol is to be overseen to at least 5 local food producers, at personal meetings
or by phone. Due to methodological limitations (e.g., no representative sampling, no large number
of respondents, no statistical analysis of data), it is not possible to draw inferences or generalize
using this data. However, the data could be used as a qualitative tool to restructure the design of
the training course based around local and regional food. While ensuring that it is relevant to local
food producers. For the open questions a direct transcription is required and the data should be
analyzed using a content analytical approach. The structure of the protocol is as follows. Table 8
shows the companies interviewed.
Table 8. Show the producers of local / regional food interviewed to the concept paper.
Company /
Production area
D
Mushroom
E
Rapeseed oil
F
Different vegetables, strawberry and Eggs
G
Farmers shop: Cheese, milk, meat, marmalade
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
H
Grain and flour
I
Beer production
1. How many employees does your company have including yourself? And secondly, what type of local
food do you produce? Answered together.
The six producers (table 8) including local produced products have between 2 to 50 employees. They
produce different products, for example white and brown mushrooms, organic mushrooms, organic
enoki, organic kejserhat, Portobello, potatoes, carrots and strawberry (more than 50 different
vegetables in the growing season, grown organic), cold-pressed rapeseed oil, marmalade, handmade
cheese, yoghurt of sheep and goat milk. Lamb meat, goat and swine is also sold. Beer (classical beers,
season beers, and special beers), vinegar of beer, and spirits are also included, as is grain, flour and
different mixtures of flour for bread making (breadmixtures). The products are sold through farm shop,
via groceries to catering companies and supermarkets.
1
a) Meat
Continued: What type of local food do you produce , processed food mainly based on
b) Fish
c) Vegetable d) Dairy products
e) Fruits
f) Others________
Local and regional food producers produce products mainly sourced from their own grown fields. As an
example: Company H cultivates around 800 ha with organic grain. The grain is milled in the farms own
mill and is sold as flour, cracked grain or as mixture for bread making. These mixtures are supplied with
some ingredients, which are bought outside the farm: salt, sesame seeds, linseed, sunflower seed and
chocolate.
Another example is company I, which functions as a microbrewery and produces organic grain on its
own fields, since the year 2013. The hop is bought outside the farm. The brewery produces vinegar and
spirits from the grain as well. The brewery mills grain when the farms shop is open. The grain is from
Aurion42 in Jutland. Company F mills grain from Aurion as well, and sells the flour in the farm shop.
2. Which wishes do you have for the business in the future? (Question made by Hanne and Birthe)
In the interviews, the producers had varying opinions and core focuses, but one wish was in common: The
business should continuously develop with a key focus on the core quality of the product. One of the
producers mentions the terroir (Euroterroir Bi Skaarup43). Other producers mention the focus on the
process from raw food material to the finished product, in order to further optimize the quality. Quality is
42
43
http://www.aurion.dk/
Euroterroir Bi Skaarup
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
better than quantity. CSR (Corporate social responsibility) is mentioned in relation to the local society.
Sustainability is mentioned by two producers (heating using solar energy, solar battery etc.). Waste
production from one farm is given to another local producer as fertilizer. Several producers produce “green
fertilizers”. Some producer´s don´t want to expand their current production levels. One producer
mentioned that they wished to create a supermarket at the farm with meat from their own slaughter, and
also their own milk products, cheese, vegetables, meal all sourced from the own mill and marmalade from
the owned factory. They have plans to produce their own honey and build a process kitchen, where they
can make pesto and other products. They want 100 cows of their own of the pedigree cattle Rød Dansk
Malkerace (RDM). Today they have 8 cows to continue the work. Their goal is to sell wild parsnip and sea
kale along other specialties.
3. How much of the ingredients (%) are directly sourced from a producer of primary local/regional
food (LRF)
Of the six food producers, 70-95% of the raw materials used in the products are produced themselves.
The producer of mushrooms, company D, produces 75-100% of own local raw materials.
Rapeseed oil producer company E, products content stands at approximately 70% local produced raw
materials make up. Rapeseed can only be produced every 6 to 7 years.
The vegetables producer company F, produces products using 75% locally produced raw materials. They
buy tomatoes from another local producer.
Company G produces more than 75% of their own local raw materials. They buy fermentations culture from
Chr. Hansen. Marmalade strawberry/rhubarb is sourced from a local producer.
Company H (75-100%), 95% of the products is made up of grain from their own fields and milled at their
mill. Other ingredients, which are purchased, include salt, sesame seeds, linseed and chocolate.
Company I, grow 80% of the malt barley to their own production. From the harvest of 2013, the production
of malt barley was organic and grown by themselves. The remaining amount of the malt barley required is
imported from Germany.
4. What assistance do you need to further develop your local food business?
One of the six producers mentions having used consultancy product development strategies using their
own contacts (family). Other producers mention needing organic consultancy to the production of grain.
For many producers the key challenge lies in finding out the right legislation, administration and economic
support laws. Primarily, as it is difficult to lend finances in Denmark. Another producer receives consultancy
(expertise help) from an external source, if necessary. The next focus is the production flow. One producer
stated that it is of key important that the staff have a great understanding of the raw quality of the
material, the production process and the finished product as a way of understanding the culture.
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Comment: point 4.1a to 4.1.f is question is developed by Hanne and Birthe.
4.1.a Which possibilities are available to develop the company in the future?
Product development is a central focus, together with the management of good product quality. To
produce food in this way is a niche production. The producer of mushrooms trains the staff personally and
gets inspired on food festivals. The beer producer hopes to create a farm shop which acts as a place to get
together, where you can drink beer to a meal. Furthermore the beer producer hopes to produce malt syrup
in line with the food. The goal is to sell this beer to the restaurants. Supermarkets sell different products
and are not the best place to sell special beers.
4.1.b How will you develop the business?
For the producers of local products, the product development is very central in the development of their
business. It is mentioned by the local producers that is could be a opportunity to produce to the
supermarket private label. Optimization of production is also mentioned.
One producer mentions, that there is a closer relationship between the products source and a farmers
shop, compared to the relationship of that in a supermarket.
One of the producers has an idea regarding a social meeting place at the farm/business, which could serve
as a possibility to further develop the business.
4.1.c Which type of competences is a strength in you company?
Strengths in the companies are that they are ready for reorganization and curiosity. Another strength is the
close dialog with the customers in order to that the producer can facilitate close contact with the
costumers and recognize their needs, wants and preferences.
Understanding the quality of the raw material and functionality and technical procedures are essential.
4.1.d Which type of competences are a weakness in you company?
A producer mentioned that some of the workers in the farm have a level of high self-confidence and are
not prepared to restructure their working habits. . Some are not competent to calculate. Missing
competence of marketing is mentioned by another producer.
Another producer stated that his personal character was reflected through the explanation of new students
regarding working in the fields and operating the machinery. A producer stated that growth of the business
could be a weakness because he stated that a local producer has to be small and not grown because that
would demand more employees. Another weakness is it can be difficult to get qualified employees because
of some specialized production. It is a challenge to increase the level of staff from 5 to 10 persons, because
of the distribution of tasks. It creates a working place with less flexibility.
4.1.e How can UCSJ, Ankerhus take part in education and the development of future employees in local
companies who work with local / regional food products?
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
One of the producers mentioned that teachers at UCSJ, Ankerhus have a broad knowledge regarding
legislation and trade agreements in Europe. Several producers mentioned hygiene as an important
element. To make a process flow simpler requires important skills and competences. The beer producer
mentions that understanding raw materials; the cultivation the grain, traceability, terroir (Euroterroir,
Skaarup44) and cultural understanding, is crucial. The handwork in the production process starting from the
cultivation of the grain also requires the ability to educate a producer in the area of grain and flour
production.
5.What competencies/capacities would you want to develop yourself?
Marketing, hygiene and legislation were mentioned by two producers. Planning production, in order to
become more efficient is stated further by some of the producers. Some don’t have qualified staff to
relieve the manager’s workload and negotiate with customers to receive more contracts and orders..
An administration qualification is a necessity for a small company, who has plans to grown. Company H will
want to have a core focus on traceability and production process.
6.What is a desired profile of an employee for your local food business?
A producer mentioned that the workers may present new ideas and create awareness regarding their job
position. Another producer looks for staff to take part in development projects, and the special
qualification is in the field of dairy products. As a member of the staff at the market farm, a strong physical
is demanded. The market farmer has both foreign and Danish staff. One of the producers mentioned that it
was difficult to get qualified staff especially those in areas with engineering with management
competences. At the brewery, staff with a fundamental understanding of the production from raw
material to finished product is preferred. It is important the new staff has understanding of production
flow. It is stated overall that they producers can apply different capacities to the business dependent of
the workload
7. What are the strengths of your local food business? Why?
The quality of the products as it is central to the producers. One producer stated that their products were
unique and no one produced anything of the same standard in Europe. Several producers produce organic
products. Several producers have worked with the taste of the product. Traceability and honesty is a key
part of the image. There is a clear connection between the raw food material and the production of the
product. The safety of delivery to the catering business is mentioned (Company H).
8.What are the weaknesses of your local food business? Why?
44
Euroterroir Bi Skaarup
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Several producers’ mentioned that their products were expensive, which leaves the potential risk of a lack
of sales, if the customers do not perceive the same level of quality of the product as the producers do. The
beer producer mentions that smaller scaled customers create logistical challenges. With a small group of
employees it can be a challenge then a well-educated employee leaves because it can be a challenge to find
somebody with the same skills.
A producer stated that although we are big in Denmark, we are a small producer in Europe and so are many
of the products produced in the mill.
The production at a market farm requires a high demand of staff and is highly dependent of the weather,
which is a further weakness and disadvantage.. The possibility to sell products is further limited because
the owner has typically another job beside the production job, while there are no staffs working on the
marketing. To sell the product from the farm is difficult because the farm is placed far away from the main
road infrastructures. One producer mentioned that too few hours in a day is a limitation to growth of the
business and working on all the business ideas. They encounter constant challenges in receiving financial
support whiling searching for qualified staff. The logistics are also a major challenge in the local area. The
company is placed within the peripheral area of Denmark.
9.What are the opportunities for your local food business? Why?
The farmers shop, mentioned that sustainability regarding the use of new energy sources in the future is a
great opportunity to strengthen the business. Product development together with the gourmet restaurants
is great opportunities to grow the business. The local food trend is more of a sustainable food source
solution as is the globalization process. Some producer’s mentions that they hope there is a place for local
food production after the Nordic Food concept is not a trend anymore. Recognize the opportunities among
customers who have a core focus on the given food quality. Although someone may not have the possibility
of buying local food, but may still have the financial possibility to buy organic food products. The
connection between the cultivation and the product must be clear, as the traceability and the transparency
of the producer are of a high importance. “Our niche strategy is to develop products the big ones don’t
want to develop” (company H)
10.What are the risk/threats for your local food business? Why?
The production cost is a big part of all the companies’ economy, which is a risk. It is a severe weakness if
the customer does not recognize the same value in the product, as the producer does. Some have negative
experiences regarding legislation issues and the possibility of further financing. The owner is a central
figure in the production process and if the owner becomes ill, this creates a managerial and production
issue. As an organic producer we want to have proof that organic food is healthier and prolongs the life. A
producer mentions that they constantly work to prove these given statements as it is a unique selling point
for businesses with organic food products.
d) Consumers’ perceptions of the benefits of local food
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
To get an insight into the consumers’ perception regarding local food, the following research questions
shall be studied. Information for these questions could be obtained from formally published national
surveys of public opinion.
1. Method: a questionnaire was developed to extract information regarding the public opinion of local
and regional food. The survey took place at Roskilde dyrskue (cattle show) on the 7. june 201345.
The questionnaire was distributed to customers at the family café at the “dyrskue”. There were a
total of 50 answers collected. Familiarity of local food?
To answer this question the following questions were presented.
How often do you buy local food?
76 % of the interviewed consumers claim that they bought local food products more than 1-2 times
every second week (Figure.1)
Figure. 1. How often do you buy local foods?
Why do you buy locally produced food?
The consumers’ stated that the quality (71 %) and taste (57 %) is a key factor in choosing local
produced food. Of less importance is the knowledge of the producer, sustainability, experience and
the fact that purchasing opportunities are close to home (figure 2). This is in good accordance with
the findings in the report: Kulinarisk Kvalitet Smag og Sanser, 200946 , it was found that the
consumers associate local / regional food with freshness, quality, taste and trust to local / regional
growing producers. If purchased, where? (For example farmer’s shop, street market café, grocery
store, supermarket, etc.)?
45
http://www.roskildedyrskue.dk/
http://www.foedevareplatform.dk/index.php?mod=main&top=0&parent=0&id=49, Kulinarisk kvalitet Smag og
Sanser.
46
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Figure 2. Why do you buy local foods?
Where do you buy locally produced foods?
The consumers were asked: where do you buy locally produced food? (Figure 3).The possibility
existed to give more than one answer, hence why the total percentage amounts to more than 100
% in figure 3 below. The most typical places to buy local produced food included street selling
(47%) and farms shops (55 %). In the report Kulinarisk Kvalitet Smag og Sanser 2009, it is mentioned
that most goat and lamb meat is sold directly from the producer to the customer, from a local
slaughter house or one of the local food markets.
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
Figure 3. Where do you buy locally produced foods?
2. Values associated with local food? (e.g., radius of 50 km, short distance, etc.)
The question is based around the idea of what local food embodies to you, and which values are
associated with local / regional food? Some comments from the survey include: Improvement of
the environment, production/manufacturing in the local area, for example” food - at Møn”.
Production/ farm shop close to your address; freshly quality; "healthier food"; good quality organic - the experience; it is commodities on which the Danish producers names appear. It is
products/commodities from farms around the place you are located /grown bread nearby.
Commodities that are grown within a radius of 30 km, commodities bought at the producer. F fresh
commodities with good taste, commodities that I know are produced in the local area, is in a radius
of approximately 50 km from my address. The food products is grown or bred in the local area in a
radius 5-10 km. The consumers mentioned a broad range of food varieties representing local food
for example strawberry, potatoes, cheese, milk and other products.
Those comments are in good relation with a definition from Finland on “local Food” (Risku-Norja et.
al. 2012)47. Local food has been defined as food production and consumption which makes use of
raw materials and inputs of own production areas and thus, promotes the economy and
employment of one’s own area. In the report Kulinarisk kvalitet Smag og Sanser,2009,it is
mentioned that there are several key advantages of local / regional food, as such products are
47
Risku-Norja,H. Muukka, E. Mikkola, M. 2012. What is Local? Local food policy and institutional kitchens: case
Finland.
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
bought directly at the producer.. As a person you can fell responisibility by reducing food waste
and take responsibility for the environment while saving money.
3. Quality perception of local food? (e.g., freshness, tastiness, traditional production, etc.)
The consumers answer (figure 4), included that freshness (76%) and taste (64%) characterized the
quality of locally produced food. Of less importance: traditional food production, sustainability,
food safety and the transparency of the producer. In the report: Kulinarisk Kvalitet Smag og Sanser
2009, four different definitions on quality were defined: Excellence (the highest quality a product
can receive. Success products, the product is liked/ “accepted” by society. Within this objective
quality parameters can be measured by regulation and food standards. Furthermore subjective
quality parameters are used to indicate: who is the consumer, what is the background of the
consumer and the feelings involved.
Figure 4. What characterizes the quality of locally produced foods?
4. Importance of buying local food?
Why is it important for you to buy locally produced foods? Some comments from the survey include:
Freshness of the food, environmental considerations, sustainability, maintain workplaces in the
country.
However the most important is to know the producers conditions. Maintain production in the local
area and support the local area. The food is healthier, often organic grown it taste delicious and is
more fresh. It has not been through artificial ripening and tastes delicious. Hence I can choose to buy
meat and milk from source with good animal breeding conditions. Not mass production - and Danish
commodities. Support local, small producers. The quality is better. You know what you eat. Some
examples of local products are: local eggs are of high quality. Local produced potatoes taste better. I
am proud of my part of the country and e.g. want to show visitors what our local area contains of
local produced food and because I want to support the local production.
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
5. Willingness to pay more for a local food product as compared with conventional food?
Figure 5. Are you willing to pay more for locally produced foods? How much measured in percent?
Shown in figure 5, the consumer’s claims a willingness to pay around 1-25 % more for locally produced
food.
6. Trust in food which claims to be local?
Figure 6. Do you have more confidence in foods produced locally?
In figure 6 is shown that, 68 % of consumers claimed that they had more trust in locally produced foods.
Below are some of the comments relating to the answer.
It is only producers with a good reputation and reflection of good quality in the food products that survives
and can reflect quality in their food. I believe in better treatment/less transportation. We know their origin.
Know where they come from and how the animals are treated and in what conditions vegetables are grown
and animals feed. We have got better food safety standards. You can visit the place of origin and talk to the
producer. There are shorter mileage distance between the producer and the consumer. Increased food
safety and less pesticide spray usage. Local producers are characterized by transparency, awareness and
responsibility. I know the farmer personally. Often small productions and fewer staging posts
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Concept paper from Denmark made by Hanne Kjærsgaard & Birthe Kofoed Mortensen June 2013.
7. Opinion regarding special "labels" facilitating the identification of local food?
Figure 7. Is the labeling on locally produced foods sufficient?
Is the labeling on locally produced foods sufficient? - If no, what is missing?
Comments from the survey: It is often hard to tell where the food is produced. Skagenfood48 has good
quality. Not only because there is no labeling but the fact stands that product such as potatoes, strawberry
and milk do not require labeling. Then labelling it should include calories, fat, proteins and carbohydrate
level. Description of the content of ingredients in mixed food products. Increased communication that
does describe why it is good to choose local food. It is often hard to identify from where the commodity
was sourced from. They could have their own logo so that you would never be in doubt. You have to know
the producers in the local area in advance, in order to identify their commodities in the quantity. Labeling is
missing and is insufficient.
In a study focusing on opportunities for local food suppliers to use locality as a competitive advantage by
Rikkonen, P. et al. 2012, indicated that that farm enterprises own communications are perceived as more
reliable than the communication of the food or retail industry.
A comment: In a study focusing on opportunities for local food suppliers to use locality as a competitive
advantage, Rikkonen, P. et al. 2012, looked at how locality appeared in the context of corporate
responsibility. Corporate responsibility covers seven dimensions, namely environmental responsibility, food
safety, nutritional responsibility, occupational welfare, animal health and welfare, local market presence
and economic responsibility. They found local market presence as not being as important for consumers, as
many of the other responsibility dimensions. They further discovered that this could potentially suggest
that locality as a concept is not as concrete and transparent for consumers as other areas; some examples
are food safety issues or nutritional, animal welfare and environmental aspects of food production and
consumption.
48
https://skagenfood.dk/da-dk/om-skagenfood
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References
Risku-Norja,H. Muukka, E. Mikkola, M. 2012. What is Local? Local food policy and institutional kitchens:
case Finland. In: NJF Seminar 456. Local food – a step towards better and more environmentally friendly
products – local food. Sorø, Denmark, 18-19 September 2012. NJF Report, Vol. 8, No 4, Year 2012
Kulinarisk kvalitet Smag og Sanser. 2009. Grøntcenter.
http://www.foedevareplatform.dk/index.php?mod=main&top=0&parent=0&id=49
Rikkonen, P. Kotro, J. Koistinen, l. Penttilä, K and Kauriinoja. Opportunities for local food suppliers to use
locality as a competitive advantage In: NJF Seminar 456. Local food – a step towards better and more
environmentally friendly products – local food. Sorø, Denmark, 18-19 September 2012. NJF Report, Vol 8,
No 4, Year 2012.
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