pozzi ooooby

20
O.O.O.O.B.Y.: A MODEL OF ALTERNATIVE FOOD NETWORK Federica Pozzi University of Gastronomic Sciences 4 November 2009

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Page 1: Pozzi Ooooby

O.O.O.O.B.Y.:A MODEL OF ALTERNATIVE

FOOD NETWORK

Federica Pozzi

University of Gastronomic Sciences

4 November 2009

Page 2: Pozzi Ooooby

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

Page 3: Pozzi Ooooby

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

Page 4: Pozzi Ooooby

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

Page 5: Pozzi Ooooby

CO. WICKLOW: A FOOD MAP

Page 6: Pozzi Ooooby

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)

Page 7: Pozzi Ooooby
Page 8: Pozzi Ooooby

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

Page 9: Pozzi Ooooby

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)

Page 10: Pozzi Ooooby

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

Page 11: Pozzi Ooooby

O.O.O.O.O.B.Y. STORY

16th of September: the store looks like this...

Page 12: Pozzi Ooooby

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)

Page 13: Pozzi Ooooby

O.O.O.O.O.B.Y. STORY

21st of September:

the store looks like

this...

Page 14: Pozzi Ooooby

O.O.O.O.O.B.Y. STORY

And these are the products we supplied, all from local producers:

Page 15: Pozzi Ooooby

O.O.O.O.O.B.Y. STORY

Page 16: Pozzi Ooooby

O.O.O.O.O.B.Y. STORY

Page 17: Pozzi Ooooby

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

Page 18: Pozzi Ooooby

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

Page 19: Pozzi Ooooby

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

Page 20: Pozzi Ooooby

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