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Xavier Gellynck

Seminarie Streekproducten 20 th September 2013. Trends & Evolutions in the Food Sector. Prof. Dr. Xavier Gellynck & Dr. Hans De Steur Ghent University, Department of Agricultural Economics , Division Agri -Food Marketing & Chain Management. Xavier Gellynck.

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Xavier Gellynck

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  1. Seminarie Streekproducten 20th September 2013 Trends & Evolutions in the Food Sector Prof. Dr. Xavier Gellynck & Dr. Hans De Steur Ghent University, Department of Agricultural Economics, Division Agri-Food Marketing & Chain Management Xavier Gellynck

  2. Challenges for the food sector: International developments Competition (BRIC)  Population growth  30-50% by 2050 Food demand  x3 Battle for land Changing food habits

  3. Challenges for the food sector:Consumer • Consumer trends • not suddenly (<-> rage/hype) • a long lifecycle, counter trend • appears mostly first in society then in the food sector • sources of inspiration, that may lead to innovation

  4. Cocooning Personalization Food Trends Sustainability Taste Traditionalism Regionalisation Health (safety, medical, functional) Simplicity 4

  5. Innovation

  6. Projects www.afresh-project.eu www.smaakklassen.eu

  7. AFRESH • AFRESH = Boosting economic development of EU regions through trans-national collaboration Global issues need local adaptions • Multidisciplinary project • EU2020: Innovation – Cluster development (RDCs) – SMEs

  8. AFRESH: The process • A common, inter-regional research agenda & Joint Action plan • Challenges = 4 priority areas • Solutions = 5 horizontal themes Solutions = 18 research or product/service ideas

  9. e.g. SMART CHOICES Healthy lifestyle rewards • Traditional approaches to promote healthy lifestyles are ineffective and provide only short term effects • Additional triggers are needed to compete with rewards induced by unhealthy eating (sugary, salty foods) • Applications on the market are few & • do not integrate nutrition and PA • do not incorporate regional context

  10. e.g. SMART CHOICES Healthy lifestyle rewards • Improvingdietaryhabitsthrougha reward-based system • Research: • Rewards can improve behaviour • Children are sensitive to rewards

  11. An incentive system for healthy diets and lifestyles • E.g.: a scoring system where social status is increased in a social network as a result of sustained healthy snacking • E.g.: regional initiatives are promoted through extra rewards (e.g. buy local, regional foods) • Measuring PA, e.g. through app • Measuring Food behavior, e.g. through • bar code scanning • object recognition

  12. Innovative object recognition (Jia et al 2012)

  13. Taste classes as a leverage of innovation for SMEs in the food sector 1. Supporting food SMEs in their exploitation of the trends ‘health and regional identity’ in the EuregioScheldemond: • Product and process innovation: • Optimization of the food product (sensory/nutritional), • its preparation (development of recipes), and • its processes (conservation and packing) • Market innovation: • (inter)regional market extension and promotion of healthy, regional products

  14. Taste classes as a leverage of innovation for SMEs in the food sector • Organization of “Taste classes” in the Euregio Scheldemond, • children are educated about healthy, balanced, tasty and regional food • across the border + extra muros • practically (cooking sessions, taste sessions, excursions) and theoretically 2. Promoting healthy, tasty and regional food products, by which awareness and a healthier eating pattern can be developed

  15. Evaluation taste classes – ‘regional foods’

  16. Evaluation taste classes – ‘regional foods’ Integrating regional foods in school meal system Schools’ view • All of them collaborate with catering service • ½ is not entirely happy • ½ Healthy foods are in the picture • No/less attention to regional foods Parent’s view • 65% is concerned and looks for • more variation, • more healthyfoods, • more regionalproducts • but no priceincrease…

  17. Into the future • Coping with the (global, local) challenges & Exploiting the opportunities (trends) through innovation • E.g. market innovation through taste classes at EU: • Expanding the scope to different EU regions, e.g. a Flemish week in Italy • Interest in regional foods @ school • Multi-stakeholder approach needed • Reward system for children? Schools?

  18. Thank you for your attention!

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