TRAFOON

Training Workshop

Creating value in wheat and gluten-free based bakery production chain

Cork, May 15th, 2015

University of Hohenheim

University of Hohenheim

• World-class research and modern teaching

• Stuttgart‘s oldest University, since 1818

• 10,000 students in 51 courses of study

• Internationality, innovation and multidisciplinarity

• Networking in the region, Germany, Europe and worldwide

Hohenheim Research Center for Bioeconomy

• The primary goal of Bioeconomy is to push forward the transformation toward an economy based on renewable resources. This is a key concern of politics and society and the strategic priority topic at the University of Hohenheim.

• Across all faculties, the center works on the primary research topics of Bioeconomy.

• It actively supports the procurement and execution of national and international collaborative projects at the University’s faculties and institutes.

TRAFOON EU Project: Overview, first results & achievements

Project duration: 36 months

Susanne Braun | Managing Director, Hohenheim Research Center for Bioeconomy University of Hohenheim, Stuttgart, Germany

TRADITIONAL FOOD NETWORK TO IMPROVE THE TRANSFER OF KNOWLEDGE FOR INNOVATION

TRAFOON project is funded by the European Community's Seventh Framework Programme (FP7/2007-2013) under grant agreement no. 613912

Scope

• TRAFOON is a network of research institutions, technology transfer agencies and SME associations and covers the value chain of four groups of traditional food products based on:

• Grain

• Fish

• Vegetables and Mushrooms

• Fruits

Partners of TRAFOON

Main Objectives 1. Improvements in technology transfer to SMEs producing

and processing traditional foods:

• For improved food quality, safety and environmental performance

• Stabilized production protocols

• Correct use of IPR, European food law, use of labels, marketing, product development strategies

2. Development of strategic research and innovation agenda for traditional foods responding to the needs of all stakeholders.

3. Stimulation of entrepreneurship among food researchers, commercial take-up of food R&D results, and entrepreneurial networking.

TRAFOON Work Plan Performance of Inventory of Needs

(questionnaires and interviews with identified SMEs)

Multi-stakeholder Workshops

(qualitative analysis of IoNs)

Training Workshops for SMEs (2015) (transference knowledge and innovation

answering the identified needs)

Feedback analysis

Training Workshops for SMEs (2016)

Strategic Research & Innovation Agenda

Multi-stakeholder workshops 2014 During the Multi-stakeholder workshops, a qualitative analysis of the Inventory of needs took place, including:

– Identification and priorization of generic and specific needs

– Identification of lacks of innovation

– Identification of tools and supports needed

– Identification of available technologies and innovations from EU and national research projects

Multi-stakeholder workshops 2014

The Netherlands

Strengths • Producer’s personal motivation • Increasing crop and product diversity • Experience in establishing new production

chains (e.g. gluten-free) • Knowledge on oat health (EFSA claims

Weaknesses • Knowledge on health issues (spelt) • Authenticity and breeding (tests needed) • Seed storage and purity (farm-saved) • Knowledge on farming (spelt; oat) • Small scale packaging (time; printing costs) • Logistics (within chain; of products) • HACCP; SKAL; Labelling in general • Partner commitments in production chains

Opportunities • Consumer’s interest in health and local

(market) • Communication (social media) • New markets for waste material (e.g. hulls,

straw) • Product innovations (spelt pasta; oat beer)

Threats • Price (Free Riders; false competition) • Shortage of primary product (spelt) • Push market (oats) • Verbal agreements in production chains • Hygiene and product loss • Limited research funds

Ireland

Strengths • Health food • Local markets • Labelling • Interest in improving

Weaknesses • Efficiency • Food safety • Knowledge about the product • Gluten products don’t stay fresh as long as wheat

based pastries • Gluten free products are more expensive than

their gluten-containing counterparts • Taste of GF products will be compared to their

gluten-containing counterparts

Opportunities • Regional, national markets • External advising • Collaboration with higher education institutes • Awareness of celiac disease is growing • Movement toward healthier lifestyle • Consumers without celiac are choosing Gluten

Free diets as a part of their life • Changing technology allows for additional

methods to reach consumers and make them aware of new products

Threats • Current inconsistencies in quality and the lack of

guaranteed volumes • Differences in labelling regulations in different

countries/continents • Global economy uncertainty • Competition: Large, already established producers,

Existing brand loyalty • Adversion of bread products: people with gluten

allergy may choose to avoid bread • Cross contamination: Bread and facilities must be

100% gluten free

Slovenia

Strengths • Close link to customer • Traditional products • Well handling of current technology/process

Weaknesses • No reliable analytical fast methods • Not free/open to say what they think • Expensive Analysis • MORE STRICT CONTROL, EDUCATION OF

THE SUPPLIERS • DIRECT LABELLING OF BREAD

Opportunities • New processing • solution for wasted bread • marketing/ labeling • own devices for making analysis (quality of

grain) • ECO PROGRAM • OWN PACKAGING LINE, OWN PACKAGING

MATERIAL • Variety of different/similar products

Threats • Quality of raw material • Energy • GMO pressure, • gluten free /alegrenisity • (challenges in hygiene)

Buckwheat

Poland Strengths • popular food products • consumers know the brand (small

bakeries) and trust them • good regional market position • processing knowledge

Weaknesses • raw material (quality/prize) • knowledge on health issues • efficiency • marketing know-how

Opportunities • New processing • solution for wasted bread • marketing/ labeling • own devices for making analysis (quality

of grain) • ECO PROGRAM • OWN PACKAGING LINE, OWN

PACKAGING MATERIAL • Variety of different/similar products

Threats • competition with big

bakeries/supermarket • competition with other small bakeries • evolution of consumer habits • limited research funds

Germany Strengths • Close linkage and trust with

consumers • Quality and safety of products • Processing Knowledge • Traditional, regional, innovative • Good regional market position • A lot of certifications were used (bio,

demeter, slow food, clean label..)

Weaknesses • New processing technologies / knowledge

(e.g. pseudocereals , non-cereals for bakeries)

• Innovative packaging • Rarely new media (e.g. social media) used • Marketing know-how (how to better attract

consumers, USP)

Opportunities • New processing technologies • Innovative marketing of traditional

food • Innovative packaging solutions

Threats • Quality and supply of raw material • Losses due to vermin • Higher energy costs • Regulations (like approval of starter

cultures) • Concurrence

France

Strengths • Structured sector • Good quality of grains (protein level) • Proximity of production &

transformation sites • Popular food products

Weaknesses • Yield stagnation (particularly in the

Mediterranean basin) • Decrease of production surface areas

(-22% between 2012 and 2013) • Energy-intensive transformation

processes

Opportunities • Nearby targeted markets (Europe,

Maghreb) • Health food (whole grain, fiber,

Mediterranean diet) • Local & traditional production • Organic production

Threats • Competition with other countries

(Maghreb, Canada, USA) • New Common Agricultural Policy • Environmental & sanitary regulations • Climate changes • Evolution of consumer habits

2nd step: International view

- The Netherlands

- Ireland

- Slovenia

- Poland

- Germany

- France

The SWOTs on Grains: Keywords

Main keywords extracted from comparison

of Weaknesses and Threats from SWOTs:

- Supply/diversity

- Knowledge transfer raw material, processing

and functionality

- Authenticity

- Marketing/labelling

- Shelf life

- Food safety

- The Netherlands

- Ireland

- Slovenia

- Poland

- Germany

- France

Training workshops for SME

Based on the results of the qualitative analysis of the Inventory of Needs during the different Multi-stakeholder workshops, 26 Training workshops for SME will be held in 2015, answering the identified needs (transference knowledge and innovation)

Training workshops for SME 2015

Products of Grains 6 Workshops

• May 12 2015, Wageningen, The Netherlands

• May 15 2015, Cork, Ireland

• June 03/04 2015, Maribor, Slovenia

• June 08 2015, Wageningen, The Netherlands

• June 22 2015, Bad Boll, Germany

• November 17 or 20 2015, Montpellier, France

Training workshops for SME 2015

Products of Fish (Aquaculture) 4 Workshops

Products of Fruit (Olives) 2 Workshops

Products of Fruit (Sweet Fruits)

9 Workshops

Products of Vegetable & Mushrooms 5 Workshops

Where to find information about Training workshops 2015

@TrafoonProject

Please provide and find information about grains in the trafoon information shop! www.trafoon.org

Establish an independent “EuFooD-STA Centre” as a legal and organisational frame for international and sustainable collaborations between industry and academia in the food sector.

• innovative education & training for students,

targeted towards the needs of the industry

and thus increasing their employability

• innovative continual professional development (CPD) for academic and company staff by facilitating experience exchange.

Main goal

Participants of the EuFooD-STA:

Network

Through a virtual platform and physical hubs in each country a consistent network of companies and universities will be created.

You are very welcome to join our constantly growing network!

Food Science research and innovation: Delivering sustainable solutions to the global economy and society. Join the 29. Conference of the European Federation of Food Science and Technology (EFFoST)! Athens, Greece 10-12 November 2015

Contact: University of Hohenheim

Susanne Braun (coordinator): s.braun@uni-hohenheim.de Tel.: + 49 (0) 711 459 24026

Any questions, comments?