pozzi ooooby
TRANSCRIPT
O.O.O.O.B.Y.:A MODEL OF ALTERNATIVE
FOOD NETWORK
Federica Pozzi
University of Gastronomic Sciences
4 November 2009
SOME WORDS ABOUT FOOD IN IRELAND
• The proportion of agricultural land farmed organically in Ireland is 0.5% of the total of farmed land
• 70% of the organic food consumed in Ireland is imported
• Good food more associated with idea of authenticity and the site of transaction rather than with the idea of quality products linked to a terroir
Data from Colin Sage 2001, Embeddedness and the geography of regard: (agro-)food networks in South West Ireland
RISE OF NETWORKS OF PRODUCERS, GROWERS AMD
RETAILERS IN THE PAST TWENTY-FIVE YEARS
Farmers markets
Organic shops
Small supermarket chains promoting fresh and local products
Food cooperatives
Buyers groups
CSAs
AND ALSO...
• Transition Town movement was founded in Ireland, Kinsale, Co. Cork, in 2001
• Eco-village in Cloughjordan, Co. Tipperary, started in 2004
• National GIY (Grow It Yourself) network was launched in September 2009
CO. WICKLOW: A FOOD MAP
Greystones:
The Happy Pear café-shop
Eco-Healthy Store
Newcastle:
The sprouts farm
Glenealy:
O.O.O.O.B.Y. Store
Carraig Dulra farm
Cookery School
Wicklow:
Eco-Healthy Store
Raw food restaurant (Alive)
Eco café
Gourmet café
Laragh:
Eco-store
Rathdrum:
Centra supermarket with local produce ads
Aughrim:
The Green Bean organic Café
The Macreddin Village (GMO free zone)
O.O.O.O.B.Y. STOREOut Of Our Own Back Yard
New Zealand model invented by Pete Russellin Auckland
Social entrepreneurialDevelopement of a buyers’ groupSupport for the communitySocial venue
O.O.O.O.B.Y. STOREOut Of Our Own Back Yard
“Fresh, local and fair”
Meet the producers on site
Place online orders for staple food, eco-washers, natural beauty and care products, gardening tools and more browsing the catalogue (up to 5.000 products available)
O.O.O.O.O.B.Y. STORY
5th of September 2009: O.O.O.O.B.Y. Opens the doors to the public
7th of September: begining of my internship
14th of September: National launch of the GIY network where Suzie Cahn held a workshop on community gardens
Mike Cahn manages the farm and store website – sporadic newsletters promote the new opened venue
O.O.O.O.O.B.Y. STORY
16th of September: the store looks like this...
O.O.O.O.O.B.Y. STORY
17th of September: myself, Suzie and Mike have the first meeting to define job roles
Suzie: farm, gardening workshops at the farm, Transition Town trainings, permaculture courses
Mike: IT tasks and intern tutor, finding suppliers
Federica: marketing and promotion (finding suppliers, sending press release, preparing flyers, writing newletters, managing contacts)
O.O.O.O.O.B.Y. STORY
21st of September:
the store looks like
this...
O.O.O.O.O.B.Y. STORY
And these are the products we supplied, all from local producers:
O.O.O.O.O.B.Y. STORY
O.O.O.O.O.B.Y. STORY
O.O.O.O.O.B.Y. STORY
30th of September: Mike and Suzie Cahn offered to organize and host the first GIY local group meeting at
O.O.O.O.B.Y.
The date was set for the 17th
of October. The Irish Time
journalist and founder
of the network, Michael Kelly
was invited to speak
O.O.O.O.O.B.Y. STORYThe store needed a real launch and the 17th of October was the perfect occasion for it. A harvest celebration was planned, more vendors and a better venue were compulsory
Newsletter
Press release to promote and look for new vendors
Flyers to promote and look for new vendors
O.O.O.O.O.B.Y. STORY
The happy end ...
... Or the happy beginning!
Duncan Stewart from the national TV RTE came to film the store and the farm for his programme, the Eco Eye
The local radio, East Coast FM asked to interview Suzie and Mike
The local press came to take photos
Thank you for giving me the opportunity of
experiencing this lovely internship!
Thanks to Suzie, Mike and all the people I met:
my flat mates, wwoofers, travellers and
explorers. Thanks for showing me!
Federica