@DavidKlingen @GheeEasy @GielCider

Remarkable:Only Wakker Dier is known in big-retail board room

Who brings this picture into big-retail’s board rooms?

Consumption Retail Production

Negati

ve im

pact

High

Low

Consumption RetailProduction

Pow

er

in t

he f

ood

ch

ain

High

Low

‘not-sustainable’ ‘sustainable’

Competition authority’s decision on chicken

Beeld: ‘Food op de boerderij’ WUR 2010

A new relation between makers and eaters

Trends in food retail

1. Sales channels other than the traditional supermarket will grow.

2. Supermarkets will sell more niche products.

3. Less food products are bought at ‘the open market.’ Partnerships will play a key role.

Effect on farmers/producers

- Opportunities for new producers and new products;- Possibility to sell for a price based on cost of production (rather than ‘open market’- price).

- Opportunities for new producers and new products.

- Long-term agreements will be established. This gives room to agree on a price based on cost of production (rather than ‘open market’- price).

Farmers/producers should focus on NOT selling to supermarkets

Why?If you organize things well, you can get a farmgate price based on the actual costs of (sustainable!) production.

Supermarkets should try to work with farmers/producers NOT focused on selling to them

Why? If you DO convince them to work with you, you get honest/sustainable products and true stories.