Our new gold... NorwegianBerries. Version Øyvind Harv. Innovative Agricultural Concept for Export

Transcription

1 Our new gold... NorwegianBerries Version Øyvind Harv Innovative Agricultural Concept for Export

2 people...and just a minor global sale of berries WHY? Well, oranges are tasty......berries at the supermarkets in Europe are not so much Funny! People all over the world buy oranges at the supermarket! Yeah, you don t buy oranges from Balkan, you buy them from the right latitude......tasty berries you buy from northern latitudes! Just stating the obvious! Case study: JAFFA (global export of oranges)

3 Business model Case study: Canadian export of berry products KP Norwegian state Norwegian agriculture Investors Hi tech Academia Int. partner KA Project Steering R&D Planning Construction Agriculture Branding Logistics KR Expertise Materials Area Norwegian low sun VP Tasty berries & Bi products + Technology innovations CR Norwegian gourmet CH CS Phase 1: Gourmet shops/restaurants/ Whole Foods Market (London, Tokyo, Sidney++) Phase 2: Mass market + agricultural actors C$ R$ Phase 1: Sales/Frozen/gourmet berries Phase 2: Sales/Berries for all & Bi products + sale of new technology

4 (Challenge) Never managed to export before. Producers are only interested in Norwegian short term profit. (Solution) Committed new-thinkers & experts in core team (Solution) International stakeholders from day 1 (Solution) Norwegian state as an active visionary stakeholder Strategi for eksport av jordbruksprodukter (Landbruks- og matdepartementet)

5 Goal:2030 Production of Strawberries in tons: Norway 2 nd largest producing country of strawberries Top 3 largest producer of blueberries Largest producer of cloudberries Norway world leading within agricultural hi-tech References:

6 PRODUCT PRESENTATION NorwegianRed Insight. Globally people tend not to buy strawberries at the local Supermarket due to lack of good taste, short durability and high prices. (Also within season.) Solution. Cultivation, mass production and export of berries from the right Nordic climate. Status Idea born Networking Implementation Further actions Forming Core Project team/competence team Funded intensive R&D Lean production with vertical technology Commercialization

7 PRODUCT PRESENTATION NorwegianBlue Insight. Globally people tend not to buy many blueberries at the local Supermarket due to lack of good taste and high prices. Solution. Mass production and export of berries from the right climate/ Nordic highlands Status Idea born Networking Implementation Further actions Forming special competence team Funded intensive R&D Lean production with vertical technology Commercialization

8 PRODUCT PRESENTATION NorwegianGold Possibilities for higher short term profit! Alternative Phase 1: Focus on R&D production global export of cloudberries Insight. No global competition - IKEA. Open global market! Solution. Mass production and export of berries from the right climate/ Nordic highlands Status Idea born Networking Implementation Further actions Forming Core Project team/competence team Funded intensive R&D Lean production with vertical technology Commercialization

9 PRODUCT PRESENTATION NorwegianPink Insight. Norwegian sun and landscape are ideal for high quality raspberries Solution. Mass production and export of berries from the right Nordic climate Status Idea born Networking Implementation 2020 Further actions Forming Core Project team/competence team Funded intensive R&D Lean production with vertical technology Commercialization

10 PRODUCT PRESENTATION NorwegianBlack Insight. Norwegian south coast provides ideal conditions for production of sweet tasting blackberries Solution. Mass production and export of berries from the right Nordic climate Status Idea born Networking Implementation 2020 Further actions Forming Core Project team/competence team Funded intensive R&D Lean production with vertical technology Commercialization

11 R&D IDEAS Innovation Case study: Semi indoor technology - Netherlands Semi indoor technology Smart construction Maximal sun exposure Smart picking Water control Adjustable layers Solar energy automation Outdoor technology Exploiting topography Cultivation of new species Smart multiplication of semi indoor greenhouses using minimal area Semi indoor technology adds extra months for production!

12 Vertical thinking R&D IDEAS Redefining the Norwegian agricultural map! Challenge Most of Norwegian area is today unattractive for traditional agriculture Solution Hi-tech solutions exploiting Norwegian topography Vertical layers (Semi outdoor greenhouses with several floors exploiting Norwegian low sun) Result Multiplying Norwegian agricultural area Not occupying already existing agricultural areas Bringing agriculture to dense populated areas Case study: Vertical technology Spain/Italy

13 Focus area Export phase 1 Luxury markets London Paris Berlin Export phase 2 Mass market Europe Sørlandet Setesdal Most sun hours Low Nordic sun + Uneven topography = Ideal area for massive berry production with vertical technology Short distance to European market...boosting berry production all around Norway. and opens up for several other Norwegian bi-products for export!

14 COMMUNICATION IDEA 1 BerryStarter NorwegianBerries wants to help Norway to improve and generate money. There is a great knowledge internally and externally and by collecting and displaying that work, the projects can engage even more people, that will have a great impact on the result. { = Phase 1: This is an Intranet where information about the projects are collected and displayed and work as a tool for people involved in the project. Images, rapports, referral links and a presentation about the people working on the project. Phase 2: Possible for co-workers to add thoughts and ideas on existing projects or create new. Experts outside the project can also be invited and the webpage becomes a hub for knowledge and innovation in the sector of creating energy for people within the network. Reference: Phase 3: Parts of the intranet goes public and everyone can take part and follow the projects. Processes and the result is open. This will add value to NorwegianBerries as an innovative and modern project. Reference:

15 COMMUNICATION IDEA 2 BerryLab To increase the buzz around innovation + agriculture an Berry Laboratory will open at one or some locations and/or online. The purpose is to involve the society and together aim for the goal of 2016 References: & Parts of the labs will be also found: Workshops (long-term collaboration) A long-term collaboration with already established Schools/universities. This will also open up for hiring brilliant people in the future.

16 R&D organization

17 Core Project Team Members Jørund Rytman - Project leader Øyvind Harv - Innovative Moderator xxx NorwegianRed Gunnar Sagstuen/Siv Remberg? - NorwegianBlue xxx - NorwegianGold xxx - NorwegianPink xxx - NorwegianBlack Charlotte Østeby?- General Manager xxx - Gourmet expert Anita Sønsteby?- Durability xxx - Logistics UiA?- Construction xxx - State representative xxx - Sørlandet Anna Lundqvist Communication Sebastian Maus European market analyst Lead brainstorming sessions with national and international experts Prepare work packages Make preliminary technology/communication roadmaps Startup manager Lead communication in start up phase Project initiator Expertise: Out of the box idea generation Experience: Communication Officer/Innovative Moderator Statnett / Lean Line Must have Nordic quality berries in Berlin! Øyvind Harv, Berlin German co-initiator Expertise within industrial engineering Our link to the German market My experience with berries in Norway must be shared! Sebastian Maus,, Berlin Broad portfolio of large scale communication projects Makes sure internal/external communication runs smoothly Anna Lundqvist, Berlin

18 1Networking 2 3 Action Steps Continuous business modeling & SWOT Funding Market analysis Funding Establishment of roadmaps

19 Global environmental profit Green food production! Long term profit people Not just a matter of profit, but our global responsibility! A Norwegian CAN DO!

20 Thanks for reading! Share your view! Contact:

21 Extra slides ALTERNATIVE BUSINESS MODEL IDEAS

22 ALTERNATIVE BUSINESS MODEL 1 Out of season Frozen tasty berries to Europe all year round KP KA VP CR CS Focus on Norwegian quality Frozen/long durability tasty berries Mass market (Southern Europe) KR Gourmet berries + Bi products CH Gourmet shops/restaurants (Europe) Technology innovations Agricultural actors C$ R$ Sale of tasty berries High profit international sale

23 ALTERNATIVE BUSINESS MODEL 2 Norway gives back Green KP answer to a growing global challenge KA VP Frozen/long durability tasty berries CR High volume generates work for many CS Low price mass market (World wide) KR People become familiar with Norwegian tasty berries and want more Gourmet berries + Bi products CHEvents all over the world to focus on all the good benefits of berries Gourmet shops/restaurant s (World wide) Generates good image: Norway feeding the world Technology innovations C$ R$ World wide high volume sale of frozen tasty berries affordable for everyone (Focus: Volume) International sale (high profit) Agricultural actors

24 ALTERNATIVE BUSINESS MODEL 3 Urban AgriTech KP KA VP CR CS Norwegian oilindustry (Hi-tech) Israeli agricultural hi-tech (water control) Knowledge being transferred to agriculture KR Frozen/long durability tasty berries New vertical technology - Greenhouse hitech for urban use - New environmental solutions CH Urban & dense areas Regions with climatic challenges Supermarkets world wide Governments world wide + int. agricultural companies C$ R$ Sale of tasty berries Main profit from international sale

25 ALTERNATIVE BUSINESS MODEL 4 Exploring Asia + Growing vegan/vegetarian market world wide KP KA With new durability innovations and smart logistics, India and China KR can become new mass markets VP Frozen/long durability tasty berries Gourmet berries + Bi products Invite international CR vegan guru to Norway for book release CHEvents to focus on all the good benefits of berries CS Mass market (India, China ++) Gourmet shops/restaurant s (China/Japan/Du bai ++) Technology innovations Agricultural actors (Asia) C$ R$ World wide high volume sale of frozen tasty berries (Focus: Volume) High profit sale (Focus: China/Japan/Dubai ++)

26 ALTERNATIVE BUSINESS MODEL 5 Happy Organic KP Large volume KA KR VP Organic frozen/long durability tasty berries Organic gourmet berries + Bi products Technology innovations CR CH CS Growing European organic market Gourmet shops/restaurants (Europe) Agricultural actors Large volume of frozen organic berries, with lower kg price to attract more customers C$ R$ Hi volume sale of organic berries with competitive price per kg High profit international sale

27 ALTERNATIVE BUSINESS MODEL 6 Nordic Hype Nordic berry fever in East Asia KP KA Large volume VP Organic frozen/long durability tasty berries CR CS People with interest in Nordic food in East Asia, Europe & NYC Long-term communication KR campain Organic gourmet berries + Bi products CH Gourmet shops/restaurants (East Asia, Europe & NYC ) Technology innovations Agricultural actors C$ R$ Hi volume sale of organic berries High profit international sale