New skills for new jobs – how to identify/define the skills ?
Dublin, October 22, 2009
Jens Bleiel
CEO FHI
What is FHI ?
Partnership between: Public Research Organizations Irish food industry
Funded by Enterprise Ireland (€19.5m) Industry partners(€3m)
Industry led research agenda: Identified health pillars Stipulated dairy based
One centre aimed at
developing, marketing and
selling functional food
products to improve
people’s health and wellness
Mega Health Trends in the world: many statistics….
To what extend are you interested in the following health areas? (% of respondents (very) interested)
0
25
50
75
100
Hearth
health
Immune s
ystem
Fatigue
Weigh
t man
agement
Intestinal
health
Stomach he
alth
Bone healt
h
Allerg
ies
Diabetis
…. FHI focuses on the major trends
Top Mega Health Trends in the World
1. Overweight and obesity
2. Heart Health
3. Immunity, resistance
4. Energy, tiredness
5. Healthy growing of kids
Foo
d sa
fety
All elements for a successful launch need to be covered….
Invention
Novelty
IP position
World class science
Proof
• Clinical studies• Protocol• Location
Regulation
• Safety • Claim• EFSA
Application
• Taste• Stability, • Cost per dose
ConceptProductionSalesAfter sales
•Customer segmen-tation•Sales plan
•Market data on launch•Fine tuning marketing, concept
•Make or buy ?
•Planning,
• Investments
Consumer
Customer
Communi-cation
FHI is the ideal set-up…
Reflects all major mega trends in health and wellness of our society
Covers all relevant success factors in order to make functional foods a success
Significant funding to do serious research
Open for international cooperations with academia and other institutions
Reflects all major mega trends in health and wellness of our society
Covers all relevant success factors in order to make functional foods a success
Significant funding to do serious research
Open for international cooperations with academia and other institutions
… and is an ideal environment for personal and new skills development
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The FHI vision
Adding value to food products
Contributing to a healthier, better life style for consumers
Creating many beneficial parallel developments
Forming the spear head of a broader dynamic food industry development in Ireland.
Improving health, wellness and quality of life through world class innovation in food.
The FHI process
Intelligent Milk
mining
Bioassays
High content screening
Health platforms
Food Formulation
Intervention
Process Scale-up
Claim
Marketing
Selling
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The required skill set needs to be treated like a living organism…
Interdisciplinary understandingAdmit what you don’t know, real learning experience outside comfort zone
Openness, trust, caring No legal contract can ever replace trust
Communication Look into my eyes, baby…
Controlled complexityIf it was easy, everybody could do the job, personal growth with real life challenges
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…and needs to be applied in real life
Multicultural teams No nation alone has the global wisdom - and it’s fun
Global NetworkingOpen innovation is the buzz word, accepting that other parties may be better in certain areas
Healthy market pressureThe market forces us to decide, focus, rationalize, to adapt fast.
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And finally:
Applied science is downgrading the quality of my science…
We don’t need science, great marketing will sell…
Lost in translation…Great science and marketing are both required to sell
FHI headqurters at the UCC campus
Labs - 3rd Floor, BSI Extension
Food for Health IrelandUniversity College Cork
FHI Headquarters3rd Floor, Food Science BuildingTel: +353-21-4205190
Email:[email protected]: www.fhi.ie FHI at UCC...