Vesna Erhart

EIP-AGRI WorkshopCities and FoodSeptember 21 – 22, 2016 – Kraków, Poland

Programme 22 September

Sharing experiences in breakout sessions 09:30-11:00 Breakout sessions – Discussing cases in three groups

2.1 Setting up and funding of short supply chains Setting up a farmer cooperative to serve the urban market of Ljubljana – Ms VesnaErhart - Jarina rural development cooperative, Slovenia Involvement of small scale growers and citizens in the urban food system of Manchester – Mr Rob Alderson – Manchester Veg People, England

EIP-AGRI Workshop „Cities and Food – Connecting consumers and Producers“Krakow, 21. – 22. 9. 2016

Connecting people, who care what they eatwith local food producers.

mag. Vesna Erhart, Projects Manager

Mobile: +386 41 745-184, +386 (1) 8972 104E-mail: [email protected], [email protected]

Jarina z.o.o., zadruga za razvoj podeželja (Rural Development Cooperative)Kidričeva 1, 1270 Litija , SloveniaWebpage: www.jarina.si

Few facts about…

• established in 2004 as an Development centre of the Heart of Sloveniaspin-off.

• 12 years development was co-financed through different founds:– National funds (special projects financed by municipalities, national measures for RD)

– EU funds (SAPARD, RDP, especially LEADER (5 projects); cross-border programme andothers).

• tested different business models (distribution system; business primaryfocus - consumer or producer??…;)

• located in central part of Slovenia near capital city – market possibilities

• close cooperation with regional development agencies

• 2004 – establishment (aim: to improve the quality of life in the local area

• 2004-2006 - animation, trainings for individuals/producers; obtaining certificates and qualifications

• 2006/2007 – establishment agricultural crops and processed products in producers network in Dol pri Ljubljani – brand “Naravnost z dežele“ (Directly from the country side); www.nadezeli.si

• 2007 - first delivery of locally grown food for one school and one kindergarten Litija; by farmers

Step by step local development process

• 2007-2009 – enlargement of target area for food distribution – 6 municipalities

• 2010/2014 - next stage of company development

– expending supplier and customer network in the Heart of Slovenia area, distribution control (Jarina supervise distribution to buyers);

– outsourced driver with transport vehicle and storage facility

Distribution to:

In 2010: 5 kindergartens, 14 primary schools, 1 chain of restaurants and 1 inn;

In 2012: 11 kindergartens, 50 primary schools, 1 elderly home

Step by step local development process

• 2015 - customers demand locally grown food

– purchase of transport vehicle and small interim storage facility

– further development of suppliers and consumers network

– work process optimization; dedicated staff;

In 2015 distribution to: 79 kindergartens, primary schools and elderly homes;

and distribution of locally produced food to households (green box)

Development of customers network:

2016: process optimisation and expansion of marketing channels

– Optimization of distribution and setting up system of more detail qualitycontrol

– Purchase of second transport vehicle (with company funds!!)

Channel 1: distribution to educational institutions and elderly homes

Further development of delivery to schools, kindergartens and elderlyhomes. Key selling channel!

Additional focus: increase delivery of locally produced food to Ljubljanakindergartens and schools

Initiator: Department for Rural Development,

The city municipality Ljubljana (a part

of municipality development strategy)

Suppliers: Jarina network with focus on

Ljubljana farmers


2016: process optimisation and expansion of marketing channels

Channel 2: Green chains - distribution to restaurants and hotels inLjubljana

Selling channel: direct contacts, online shop www.zelene-verige.si

Buyers: Hostel Celica, Gostilna Dela, Restavracija na Gradu, Spa Snovik,Hotel Park, Druga violina

Key issue: hotel restaurant wants to build its reputation / guests demand,holds certificate (Travel life / ECO label certificate), social enterprise …

Suppliers: predominately farmers from Ljubljana and central Slovenia

Initiator: Tourism Ljubljana (established by The city municipality Ljubljana)


Channel 3: Jarina web garden: distribution to end consumers –organized groups of consumers /consumer communities

Selling channel: direct contacts, online shop www.pridelano-doma.si

Buyers: company buy food for their employees (fruit basket, snooty…); food for employees home consummation is distributed to company before the end of working day (upgrade of green box delivered to home)

Key issue: companies that want to build their social responsibility(internally and externally); company with adequate number of employees

Suppliers: predominately farmers from Ljubljana and central Slovenia

Initiator: Institute Viva – from garden to office


Drivers to locally produced food market development

• increase of food quality averseness / importance to supporting local economy in general public (national, EU champagnes)

• financial support to kindergartens and schools to purchase locally produced food:

– School Fruit and Vegetables Scheme;

– Slovenian traditional breakfast

– 20% of schools and kindergartens total public tender for food can be used directly for purchase of locally produced food

• hotels and restaurants – guests demand, eco / environmental certificates demands (as Travelife)

Cherries for discussion

• Farmers diversify their selling channels (income security, interest of family members) vs organisation of farmers cooperative

• Cooperative shall focus on farmer or on consumer needs / requirements?

• The role of cooperative / distributer in farmers meeting market demands (quality, qquantity and technical standards)

• Need for consumers to accept natural cycles

(seasonal food, shortage of products due

to hail and storm…)

Documents

Vesna Erhart