Prezentacja Doliny Ekologicznej Żywności
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Transcript of Prezentacja Doliny Ekologicznej Żywności
Dr Krzysztof Jończyk
EKOFORUM, Lublin 18.04.2013 r.
Organic Food Valley Cluster
- concept for promotion and cooperation
between organic farmers
The idea of organic cluster come from…
Increased consumer awareness (nutrition).
Growing turnover of Polish green market (210% from 2000 to 2012).
State of organic farming in Poland.
Plan of intergrating Polish organic farmers (concerted activities)
Attempts to expanding producers distribution networks.
Inspirations from other UE countries (good practices).
„Green life” trend
POLAND
Area – 605 520 ha
Number of organic farms –
23 449
46% of all organic farms
are in the Eastern Poland
26% of organic processing
in Poland - 293
Source: IJHARS 30 12 2011 r.
POMORSKIE
ZACHODNIOPOMORSKIE
WARMIŃSKO-MAZURSKIE
PODLASKIE
KUJAWSKO-POMORSKIE
WIELKOPOLSKIE LUBUSKIE
DOLNOŚLĄSKIE
ŁÓDZKIE
MAZOWIECKIE
LUBELSKIE
PODKARPACKIE
ŚWIĘTOKRZYSKIE
MAŁOPOLSKIE
ŚLĄSKIE OPOLSKIE
3065
763 3033
2440
2140
2065
1296
2045 2138
238 86
478
888 1081
1322
371
Organic farms – 2011
Source: Sylwia Żakowska - Biemans
Organic food market in Poland Supply-side factors
Supply of organic food:
• increased share of farms up to 5 ha,
• large share of orchards,
• low share of vegetable crops,
• animal husbandry dispersed, low number of pigs and cattle, growing interest in hendring
of poultry .
Processing of organic food:
• 55 companies in 2004, 239 companies in 2010,
• large share of foreign processed food (even 60 % in certain categories of products).
Wg. Sylwia Żakowska - Biemans
Organic food market in Poland Demand-side factors
Distribution channels:
• dominant role of small, specialised stores,
• supermarket chains – separated shelves, mostly processed food,
• direct sales, trade fairs, BioMarket (Warsaw, Lublin, Wroclaw),
• dynamic growth of e-shops.
Producers & Distributors Chamber:
• Polish Ecology
Strategic objective#1
building in Eastern Poland cluster-based,
supraregional structure of cooperation devoted
to developing and promoting of organic food.
Organic Food Valley Cluster
Project coordinator: Institute of Soil Science and Plant Cultivation – National Reasearch Institute
Zespół Szkół
Agrobiznesu
Klementowice
Przetwórstwo
Owoców
i Warzyw
What people expect from our cluster?
3,11
3,28
3,53
3,71
3,97
4,03
4,11
4,11
4,17
4,17
4,22
4,25
4,25
4,28
4,37
4,42
4,44
,00 ,50 1,00 1,50 2,00 2,50 3,00 3,50 4,00 4,50 5,00
Organizowanie certyfikacji
Wymuszanie na dostawcach certyfikacji produktów
Informacja na temat certyfikacji
Dzielenie marży między producenta i dystrybutora
Informacja o nowych technologiach
Wymiana wiedzy i doświadczeń z innymi firmami
Informacja o innych podmiotach
Poprawa dostępności produktów ekologicznych
Organizowanie sieci dostawców i standaryzacja ich obsługi
Budowanie wspólnej marki klastra
Organizowanie eksportu produktów klastra
Szkolenia i doradztwo
Wyszukiwanie nisz rynkowych
Korzystanie ze wspólnych działań promocyjnych klastra
Doradztwo i pomoc w dostępie do unijnych środków…
Pomoc w promocji
Budowanie kontaktów między podmiotamiPromocja
What do we offer?
• Promotion
• Training
• Research
• Trade fairs, missions
BIOFACH Trade Fairs – Germany, 2011 (II)
BIO FACH Trade Fairs – Germany 2013 (IV)
PR activities
Press conference (PAP) – campaign launch (47 journalists)
EKO-FORUMS
• Organising of 33 meetings/workshops (one per month) at tle local level
(districts) in the following provinces: lubelskie, podkarpackie, swiętokrzyskie,
podlaskie and warminsko-mazurskie.
Disscused topics:
- agrotechology in organic farms (production of fruits, vegetables, etc.),
- law regulations and requirements in organic sector
(production and processing),
- techniques and technologies (milk processing, cold meat production,
organic quality issue),
- PR and company promotion trainings,
- help in fundraising.
Organic Food Valley Cluster (offer)
Cluster website
- Presenting cluster members
- „Knowledge-share” platform
- Contact and cooperation
space
Cluster products
Eco-Market in Lublin
Event: workshops with cheese expert – (Eco-Market)
I OFVC Conference, Pulawy 16-17.09.2011
Problems and barriers connected
with organic products
0
2
4
6
8
10
12
14
16
18
20
brak informacji o
potrzebachklienta
problem bazy
surowcowej
brak rynku zbytu problemy
kooperacyjne zprzedsiębiorcami
proces
certyfikacji
promocja konkurencja
What has changed since joining OFVC?
• Developing of 13 new products and services (6 cluster members)
• Improving 11 products and services (5 cluster members)
• Benefits connected with presence on OFVC webiste (10 memebers)
Business innovation level
• 9 members implemented 26 innovations in 2011. These were following
types of innovations:
– Product innovation 4
– Proccess innovation 2
– Organizational innovation 3
– Marketing innovation 5
Our achievements
• Increased numer of members (20)
• Large brand recognition of OFVC brand
• Initiation of international cooperation
• Cooperation with Ministry of Environment
and local governments
• Stable position and constant presence
at trade fairs (BioFach, Natura Food,
Polagra Food, Eko Gala)
• 3rd place in the competition „Concept for promotion”
• 1st place in the competition „Show me your website”
ul. Nadbystrzycka 44a
LUBLIN
phone: +48 81 538 46 68
Branch office:
Swilcza 168
phone: +48 17 867 01 23
www.dolinaeko.pl
Thank you for your attention
Any questions?