SPC-ROE AGRITOURISM & NEXT GENERATION FOOD & HEALTH AWARENESS

Transcription

1 SPC-ROE AGRITOURISM & NEXT GENERATION FOOD & HEALTH AWARENESS PLANNING WORKSHOP 19 MAY 2015 Meeting Reprt This reprt discusses the backgrund t the planning wrkshp and t the Cncept Ntes fr which the wrkshp was designed. It summarizes the wrkshp s cntext and bjectives, utlines majr gals and activities agreed upn by wrkshp participants, and reviews the pssible bstacles t attaining identified gals befre cncluding with recmmended next steps. 1. Backgrund t the Planning Wrkshp The Secretariat f the Pacific Cmmunity (SPC) engaged Pacific Business & Turism Cnsulting (PBTC) t facilitate a strategic planning wrkshp fr the develpment f tw Cncept Ntes (CN) by Rbert Oliver Enterprises (ROE) n: i. Agri-Turism and ii. Next Generatin Fd and Health Awareness. In rder t incrprate stakehlder views int the develpment f the CNs, a planning wrkshp was rganized and structured accrdingly. Stakehlders included SPC, FRIEND Fiji, Wmen in Business Develpment Inc. Sama and the Fiji Chefs Assciatin. The planning wrkshp was titled: Achieving Suth Pacific Prsperity Thrugh Cuisine driving the develpment f fd security, better health and mre effective management f climate change effects. The title served t cmbine the requirements f the tw Cncept Ntes. ROE team members cnducted presentatins and led discussins with input frm all attendees. ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 1

2 The planning wrkshp was held frm hurs at Hliday Inn Suva n 19 May Submitted with this dcument are cpies f the Wrkshp: 1. Minutes, including list f participants 2. Agenda 3. Discussin pints handut that frmed the basis fr discussin 4. Images f wrkshp participants in sessin. 2. Backgrund t the Cncept Ntes (frm SPC TOR) The Secretariat f the Pacific (SPC) helps t prmte sustainable and healthy rural livelihds thrughut the Pacific islands. A key - well dcumented, challenge fr Pacific cuntries is the cntinuing high rates f nn-cmmunicable diseases (NCD) in the regin. The prblems fr NCD are multi-faceted and are addressed at natinal, reginal and internatinal levels. SPC is planning a brader package f measures titled Healthy Fd Pathways - Farm t Table t better integrate and strengthen its service delivery t Pacific cuntries encmpassing public health, agriculture, educatin and ther sectrs t help them achieve better heath and livelihd utcmes. This Healthy Fd Pathways (HFP) is an initiative aimed at reinfrcing the message that peple need t eat mre lcal, preferably rganic fds. The HFP ges further. Fd prviders ie restaurants, cafes, retailers, htel chefs, schl canteens and husehlds need t be aware f lcal fd, be able t surce it easily and regularly and be able t serve it in frms that interests cnsumers and draws n a wide range f lcal ingredients as pssible. Demand fr mre lcal fd means better incme pprtunities fr lcal farmers which helps sustains rural cmmunities. At the farmer end, research, prmting gd crp practices and prductivity is fundamental t ensuring lcal supply is sustainable. This is a key rle f SPC s Land Resurces Divisin (LRD). In line with the fcus n rganic prductin this prject will be managed thrugh the Pacific Organic and Ethical Trade Cmmunity (POETCm). Tw Cncept Ntes (CN) are required: The first CN n agri-turism; and the secnd n next generatin fd and health awareness, with a particular fcus n engagement with schls. The CNs need nly be shrt a maximum f 10 pages each (excluding attachments). While an indicative sum is available fr CN1 (ver 2 years) thrugh the Pacific Agriculture Plicy Prject (PAPP), this shuld nt limit the CN s. Alternative surces f funding may als be prcured thrugh SPC r ther dnrs and natinal gvernments themselves. The Cnsultant may hwever be required t identify pririty r quick win areas. N specific funds have been allcated as yet t CN2. The CN2 will be used by SPC t garner further supprt including thrugh PAPP and ther existing prgrams. ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 2

3 3. Planning Wrkshp purpse & bjectives The planning wrkshp was designed t btain qualified input n and determine the fllwing items cncerning, lcal prductin and use f lcal fds in the Suth Pacific: a) Umbrella strategy fr Agri-turism and Next Generatin Fd and Health Awareness The strategy wuld, amng ther things: Increase the effectiveness f piece-meal activities by crdinating prjects under a majr missin Minimize redundancies Reduce wastage f and maximize benefits frm financial and ther scarce resurces in the regin Offer t NGOs, and natinal and reginal rganizatins a cmprehensive strategic reginal plan t which they may synchrnize their activities. b) Recmmendatins & ptimal prjects The identificatin f cre prjects and agreement n the timing f their crdinated implementatin wuld imprve: i. Supply f lcal fd reliable supplies in the qualities and quantities required ii. iii. Demand fr lcal fresh fd and healthy fd chices building awareness and appreciatin f lcal fd within Suth Pacific island cuntries and internatinally, amng children and fr turism marketers and peratrs Next generatin awareness f lcal fd and health benefits. ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 3

4 4. Suth Pacific fd ecnmics As shwn in Figure 1, the three cre bjectives f the strategy and tactics that were discussed in the wrkshp are imprvements in the Suth Pacific, t: i. Envirnmental health and climate change ii. Ecnmic grwth iii. Scial equity and human health. Linkages between each f these macr-gals are fd prductin and fd security, fd cnsumptin, and fd prcessing, distributin and marketing. The attached Discussin Pints Handut includes related details f the pssible supply and demand cmpnents, tactics and strategic partners. Figure 1: Fd as a means t drive envirmental, ecnmic and health imprvements in the Suth Pacific 5. Shrt-, medium- and lng-term gals & activities Befre meaningful discussin culd ccur n strategy and recmmended prjects, it was cnsidered imprtant t secure agreement n: what the crdinated macr-prject bjectives (that is, the develpment f fd security, better health and mre effective climate change effects ) means and hw these culd be realistically achieved in the three (3) phases listed belw. The utline f these gals that was determined with participants at the begining f the wrkshp, was revisited and amended by the grup at the clse f discussins. ROE will cnsider the results f these discussins, summarized belw, in the prductin f their tw Cncept Ntes fr SPC. a) Gals in less than 2 years i. Umbrella strategy & campaign changing hearts and minds There was agreement that in rder t effect the massive change in mindset required t alter current lcal habits and market practices and t drive develpment in bth the supply and demand sides f lcal fd prductin and use, it was essential that a master umbrella campaign be develped with the fllwing cnsideratins: ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 4

5 Internatinal demand will help drive lcal demand fr lcal fd; the ptimal channel used fr this campaign wuld be televisin with its prven ability t change hearts and minds. The televisin campaign shuld: Fcus n lcal persnalities (sprts hers and ther champins) with appeal t the lcal ppulatin and internatinal visitrs Psitin the Suth Pacific as rganic fd destinatins Include mini-campaigns thrugh scial media, a website, traditinal media etc. Target paid advertising be included Tap int and dvetail with marketing campaigns and nline activities by majr turism rganizatins and peratrs Preserve and prmte lcal traditins thrugh farming and fd. The televisin campaign will anchr and lead multiple ther campaigns, initiaitives and activities. It will drive awareness and appreciatin fr lcal fd prductin and diet chices, and cmpel the inclusin f lcal fd initiatives in public and private sectr peratins. Preparing a partnership/spnsrship funding pitch template Launching the Big Idea t Turism peratrs and agencies per cuntry and reginally Chefs Gvernment ministries and agencies (health, agriculture, turism, trade and exprters) Agricultural stakehlders (farmers, intermediaries, value-adding rganizatins) NGOs, internatinal aid dnrs etc. ii. Supply side affecting farmers and intermediaries Activities that incrprate value chain develpment and which can be launched within the next tw (2) years include: Amending the WIBDI Sama farm-t-table agri-turism mdel in rder t scale it reginally Designing add-n mdules t FRIEND Fiji activities (particularly fr farms and schls) ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 5

6 Develpment f rganic hme garden prgram Prmting rganic prductin where pssible Establishment f a Suth Pacific Islands Chefs Assciatin t serve as a hub fr lcal cuisine knwledge and knw-hw. iii. Demand side educating, infrming and stimulating lcal and internatinal desire fr lcal fd Activities that shuld be initiated in this perid and which will help bst demand fr lcal fd, include: Fiji ck bk (internatinal distributin and acclaim thrugh Rbert Oliver, with assciated glbal media expsure) Scial media (shrt vides and mini-campaigns and cmpetitins) Medical prfessinals (targeted specifically and highlighting the ttal nutritinal value f lcal fd) Schls (cirricula inclusin, cmpetitins and lcal fd celebratins) Turism agencies and peratrs (buy-in and financial supprt, lcal fd and cuisine messaging t be included in their glbal marketing and public relatins netwrks) Chefs (training, develpment f a Suth Pacific Fd Lab). iv. Gvernment and reginal plicies The umbrella Agri-turism and Next Generatin Awareness campaign will ensure the attentin f Gvernment and reginal administrative bdies, and initiate needed imprvements in plicy, tax incentives, health services and financial and infrastructure supprt prgrams. v. Incrpratin f existing activities & prjects A review f current activities and prjects that prmte the supply f and demand fr lcal fd needs t be cmpleted. Crrespnding agencies must als be invited t adpt the missin f the verriding campaign. ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 6

7 b) Gals in 2-5 years Prgrams that need t be develped and launched within the next five (5) years include: Organic certificatin and standards New Pacific fd traditin building n traditinal uses Envirnmentally sensitive agricultural practices and prduce. c) Gals in 5-10 years By the 10th year f this prgram, the fllwing changes shuld be accmplished r well established: Change in mindsets reginally and internatinally Lcal fd is preferred Lcal fd farming is prestigius Internatinal visitrs knw and demand mre lcal fd ptins Htels and restaurants are surcing mre than 50% f fresh fd lcally Suth Pacific island cuntries with available land will be prducting sufficient rganic fds t supply lcal buyers as well as exprt markets Measurable imprvements in quality, quantities and varities f crps are achieved Fresh fd imprts are reduced and lcal fd supplies increased Prduct develpment using lcal fd is well advanced. 6. Obstacles t achieving gals Prject and prgrams that are designed t increase the prductin and use f lcal fresh fds will need t mitigate the fllwing risks and bstacles: Widespread belief that imprted fresh and prcessed fds are superir t thse surced lcally Advertising by pwerful lcal and internatinal fd and drink manufacturers and imprters have led t a public misunderstanding f what cnstitutes healthy fd. Fr example, packaged and bttled juices and drinks that have very high sugar cntent and lw nutiritinal value are marketed and publically perceived as healthy. ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 7

8 Internatinal fd and drink brands are increasing their: Effective use f text messaging and televisin ads Numbers f vending machines Use f lcal sprts hers t prmte prducts. Imprted fds are ften cheaper than lcal alternatives Lack f knwledge in the lcal ppulatin cncerning the many ways in which lcal fds may be prepared and used Lack f healthy and fresh fd alternatives in neighbrhd retail shps and in restaurants Lcal fd preparatin is viewed as time-cnsuming and that it is easier and quicker t pen a can r package as incmes grw, the time that peple allcate t preparing meals has generally reduced resulting in packaged, canned and fast fd being substituted fr lcal fresh fd. Currently 60-70% f husehld fd budgets in Fiji are spent n prcessed fd (Dr Hawea, FRIEND Fiji). 7. Next steps Wrkshp participants agreed that ROE shuld cmplete the fllwing: 1. Design the framewrk fr the master campaign t change hearts and minds and drive demand fr the prductin and use f lcal fresh fd 2. Determine which and in what sequence the recmmended prjects shuld be launched with a minimum f tw (2) prgrams t begin within the next few mnths 3. Draft the tw (2) Cncept Ntes fr SPC; ne n Agri-turism and the ther n Next Generatin Awareness 4. Review the Draft Cncept Ntes with the widest crss-sectin f SPC team members. END ROE-SPC Agri-Turism Planning Wrkshp PBTC Reprt Page 8