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

FHI: complex, communication, crafting the future of nutrition

FHI is a great set-up, unique in the world…..

Why ?

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

9

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

FHI is a great set-up, and creates new skills for new jobs…..

Why ?

12

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

13

…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.

14

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:fhi@ucc.ieWeb: www.fhi.ie FHI at UCC...