Dr Krzysztof Jończyk

EKOFORUM, Lublin 18.04.2013 r.

Organic Food Valley Cluster

- concept for promotion and cooperation

between organic farmers

The idea of organic cluster come from…

Increased consumer awareness (nutrition).

Growing turnover of Polish green market (210% from 2000 to 2012).

State of organic farming in Poland.

Plan of intergrating Polish organic farmers (concerted activities)

Attempts to expanding producers distribution networks.

Inspirations from other UE countries (good practices).

„Green life” trend

POLAND

Area – 605 520 ha

Number of organic farms –

23 449

46% of all organic farms

are in the Eastern Poland

26% of organic processing

in Poland - 293

Source: IJHARS 30 12 2011 r.

POMORSKIE

ZACHODNIOPOMORSKIE

WARMIŃSKO-MAZURSKIE

PODLASKIE

KUJAWSKO-POMORSKIE

WIELKOPOLSKIE LUBUSKIE

DOLNOŚLĄSKIE

ŁÓDZKIE

MAZOWIECKIE

LUBELSKIE

PODKARPACKIE

ŚWIĘTOKRZYSKIE

MAŁOPOLSKIE

ŚLĄSKIE OPOLSKIE

3065

763 3033

2440

2140

2065

1296

2045 2138

238 86

478

888 1081

1322

371

Organic farms – 2011

Source: Sylwia Żakowska - Biemans

Organic food market in Poland Supply-side factors

Supply of organic food:

• increased share of farms up to 5 ha,

• large share of orchards,

• low share of vegetable crops,

• animal husbandry dispersed, low number of pigs and cattle, growing interest in hendring

of poultry .

Processing of organic food:

• 55 companies in 2004, 239 companies in 2010,

• large share of foreign processed food (even 60 % in certain categories of products).

Wg. Sylwia Żakowska - Biemans

Organic food market in Poland Demand-side factors

Distribution channels:

• dominant role of small, specialised stores,

• supermarket chains – separated shelves, mostly processed food,

• direct sales, trade fairs, BioMarket (Warsaw, Lublin, Wroclaw),

• dynamic growth of e-shops.

Producers & Distributors Chamber:

• Polish Ecology

Strategic objective#1

building in Eastern Poland cluster-based,

supraregional structure of cooperation devoted

to developing and promoting of organic food.

Organic Food Valley Cluster

Project coordinator: Institute of Soil Science and Plant Cultivation – National Reasearch Institute

Zespół Szkół

Agrobiznesu

Klementowice

Przetwórstwo

Owoców

i Warzyw

What people expect from our cluster?

3,11

3,28

3,53

3,71

3,97

4,03

4,11

4,11

4,17

4,17

4,22

4,25

4,25

4,28

4,37

4,42

4,44

,00 ,50 1,00 1,50 2,00 2,50 3,00 3,50 4,00 4,50 5,00

Organizowanie certyfikacji

Wymuszanie na dostawcach certyfikacji produktów

Informacja na temat certyfikacji

Dzielenie marży między producenta i dystrybutora

Informacja o nowych technologiach

Wymiana wiedzy i doświadczeń z innymi firmami

Informacja o innych podmiotach

Poprawa dostępności produktów ekologicznych

Organizowanie sieci dostawców i standaryzacja ich obsługi

Budowanie wspólnej marki klastra

Organizowanie eksportu produktów klastra

Szkolenia i doradztwo

Wyszukiwanie nisz rynkowych

Korzystanie ze wspólnych działań promocyjnych klastra

Doradztwo i pomoc w dostępie do unijnych środków…

Pomoc w promocji

Budowanie kontaktów między podmiotamiPromocja

What do we offer?

• Promotion

• Training

• Research

• Trade fairs, missions

BIOFACH Trade Fairs – Germany, 2011 (II)

BIO FACH Trade Fairs – Germany 2013 (IV)

PR activities

Press conference (PAP) – campaign launch (47 journalists)

EKO-FORUMS

• Organising of 33 meetings/workshops (one per month) at tle local level

(districts) in the following provinces: lubelskie, podkarpackie, swiętokrzyskie,

podlaskie and warminsko-mazurskie.

Disscused topics:

- agrotechology in organic farms (production of fruits, vegetables, etc.),

- law regulations and requirements in organic sector

(production and processing),

- techniques and technologies (milk processing, cold meat production,

organic quality issue),

- PR and company promotion trainings,

- help in fundraising.

Organic Food Valley Cluster (offer)

Cluster website

- Presenting cluster members

- „Knowledge-share” platform

- Contact and cooperation

space

Cluster products

Eco-Market in Lublin

Event: workshops with cheese expert – (Eco-Market)

I OFVC Conference, Pulawy 16-17.09.2011

Problems and barriers connected

with organic products

0

2

4

6

8

10

12

14

16

18

20

brak informacji o

potrzebachklienta

problem bazy

surowcowej

brak rynku zbytu problemy

kooperacyjne zprzedsiębiorcami

proces

certyfikacji

promocja konkurencja

What has changed since joining OFVC?

• Developing of 13 new products and services (6 cluster members)

• Improving 11 products and services (5 cluster members)

• Benefits connected with presence on OFVC webiste (10 memebers)

Business innovation level

• 9 members implemented 26 innovations in 2011. These were following

types of innovations:

– Product innovation 4

– Proccess innovation 2

– Organizational innovation 3

– Marketing innovation 5

Our achievements

• Increased numer of members (20)

• Large brand recognition of OFVC brand

• Initiation of international cooperation

• Cooperation with Ministry of Environment

and local governments

• Stable position and constant presence

at trade fairs (BioFach, Natura Food,

Polagra Food, Eko Gala)

• 3rd place in the competition „Concept for promotion”

• 1st place in the competition „Show me your website”

ul. Nadbystrzycka 44a

LUBLIN

phone: +48 81 538 46 68

Branch office:

Swilcza 168

phone: +48 17 867 01 23

www.dolinaeko.pl

biuro@dolinaeko.pl

dez@iung.pulawy.pl

Thank you for your attention

Any questions?