Food Harvest 2020
and the Artisan Producer
Peter Young
Farmer, Producer, Journalist
The Future is Food
Taste Council 2014
Food Harvest 2020
• Launched in 2010
• Third such report
• 30 stakeholders
• First to have sustainability embedded
• Act Smart
• Think Green
• Achieve Growth
Overall targets – Achieve Growth
• Increasing the value of primary output in the agriculture, fisheries and
forestry sector by €1.5 billion.
• a 33% increase compared to the 2007-2009 average.
• Increasing the value-added in the agri-food, fisheries and wood
products sector by €3 billion.
• a 40% increase compared to 2008.
• Achieve an export target of €12 billion for the sector.
• a 42% increase compared to the 2007-2009 average.
• All looking outwards
• Imports - €4-€5bn
Sector targets
• Milk 50% increase in volume of milk production
• Beef 40% increase in value of beef output
• Pigs 50% increase in the value of pig meat production
• Sheep - 20% increase in the value of sheep meat
production
• Poultry - 10% increase in the value of poultry production
FH2020 - Recommendations
• For the development of the
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Artisan - 5 recommendations
Cereals
Organic production
Horticulture sectors
Even forestry and bio-energy crops
• Little bit for everyone
Sustainability = Profit
FH2020 – different views
• Current beef crisis – Some beef farmers want to do away with Food
harvest 2020
• Liquid milk - IFA want a viable Food Harvest 2020 plan for fresh milk
• New division added on earlier this year
• Driving growth in the ‘consumer foods sector’.
• The board - made up of some of the largest consumer food brands
in the country Largo Foods, Carton Brothers, Glanbia Foods,
Kelloggs, Mondelez Ireland.
Artisan food
•Test of 4P’s,
•Personality of the producer,
•Place it come from,
•Product itself
•Passion in the manner it is produced’
FH 2020 - Artisan Food Sector
• Growing consumer demand for speciality food products
• Strong entrepreneurial spirit
• Significant rise in the number of small food companies
operating in Ireland.
• Most owner managed,
• Many have strong farming basis,
• produce a diverse range of products.
• Provide the seeds for the next generation of Irish food and
drink offering.
• Potential to enrich Ireland’s tourism
Number of speciality Food Producers/artisan
• 2010
• 350 businesses
• Employing 3,000 worth almost
• €500 million
FH2020 Taste council submission
• Grow the sector to 1000 firms by 2020.
• A minimum of 650 new food/farming/fishing entrepreneurs
• An additional 6,500 jobs created (10 employed in each).
• Grow the consumer price output of the small food business sector
locally by an additional €611million.
• Applying the multiplier effect to this output leads to a potential
turnover in circulation in the local economy of €1.5 billion.
• Is it valid today?
FH2020 - Recommendation 1
Encourage and support market-led food entrepreneurship from the
earliest stages of development,
• Food Academy Start - Bord Bia, SuperValu and the County Enterprise
Boards
• Food Works - Bord Bia, Enterprise Ireland, and Teagasc,
• Last year – might be good business but spot the artisan
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Dairy free ice-cream,
Biodegradable chewing gum,
Premium Irish vodka
Sustainable seafood butter
FH2020- Recommendation 2
Promote sustainable and locally embedded food procurement policies
and systems,
• €195m– Health, Education, Prison & Defence Force, Government
Departments and other public bodies.
• Green Tenders – An action plan on green public procurement
• Launch Jan 2012
• Bord Bia Quality Assurance schemes and IOFGA or equivalent schemes from other EU
member states
• GREEN PROCUREMENT Guidance for the Public Sector EPA – 2014
• Very little has actually happened yet -will it for artisans?
• Skills needed to get tender
FH2020 - Recommendation 3
• Promote and broaden the opportunities, including local markets, for
consumers and visiting tourists to purchase local food,
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Guide to Food Markets in Ireland Bord Bia launch Jan 2014
Good Food Ireland
Gourmet Greenway
Wild Atlantic way
Taste of ….. Cork.....
• Shows the untapped potential
FH2020 - Recommendation 4
Conserve and promote distinctive local food traditions at EU level and with
bodies such as the TASTE Council and Slow Food,
• Europe - 1,200 (Avg - 429/country)
• Ireland - 5
• Products with Protected Designations of Origin
• Imokilly Regato
• Products with Protected Geographical Indications
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Timoleague Brown Pudding
Clare Island Salmon
Connemara Hill Lamb
Waterford Blaa/Blaa
• Pipeline - The Department currently have 10 expressions of interest from 5
sectors, which are all at various stages of discussion.
FH2020 - Recommendation 5
Explore possibilities for mentoring by larger companies to support
artisan companies achieve market distribution and build their
customer base.
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Vantage Partner
Brand Forum
Mentoring Programme - Bord Bia & FDII
Real value
FH 2020 -Develop umbrella ‘brand Ireland’
• Origin Green - Great initiative
• Industry can get behind
• 85% of all exports under the umbrella by 2015
• Small producers
• Time
• Costs
• Return
• Organic - national v international
CAP reforms - Rural Development
• Artisan/Food SMEs
A new Artisan Food Cooperation Scheme, comprised of annual grant
support to help artisan food producers to improve and validate
production quality, and improve the awareness and marketability of
local and niche category products.
Moving toward 2020 - views
• Artisan producers
• have been said to have the Halo effect for Irish Food
Moving toward 2020 - Sustainability
• Artisan producers have been said to have the Halo effect
• Some cases where seen as the devil – raw milk cheese
Moving toward 2020 • Origin green
• Great initiative
• more help/mentoring
• needed to get artisan producers on boards
Moving toward 2020 - Sustainability
• Add one more P to the 4P’s - the need for profit
• Truly sustainable take inefficiencies out of the
food chain and improve share
• Artisan is slipping down the priority list
• Artisan needs a ‘new division’
• Hit 1,000 by 2020 and let the halo shine