How to by-pass the hypermarkets and bring the money and wellbeing back into the local community? Case study from the Jyväskylä region in Central Finland.

1. By-passing the Hypermarkets
Building an Independent Local Food Chain in Central Finland

2. Laura Browne
Community Coordinator 2011-
Hub Jyväskylä
Social & Public Policy 2012-
University of Jyväskylä
PR Officer 2011-2013
Mukulaari Local Food Cooperative

3. CONSUMER wantS to buy especially local food directly
Battle against large retail chains dictating the price
Finding clientele that is willing to pay for quality
Producer WANTS alternative sales channels
Traceability, natural methods and quality over price
Local fair trade & organic
WHY DO WE NEED AN ALTERNATIVE FOOD CHAIN?

4. *
PRODUCERS
Increased demanD Builds up Pressure in the Organic Chain
FOOD CIRCLE 2FOOD CIRCLE 1
Logistics, packing, comms
Not enough volunteers
Too many products
No online ordering system
Need more producers
Number of orders changes
No cold storage
Deliveries take all day
*

5. MUKULAARI
COOP
Mukulaari COoperative’s Grassroots chain solution
Streamlining logistics
Producer collaboraton
Branding & packaging
Product development
Marketing
Co-creation
Home delivery
Order online
Seasonal stock
Ready-packed orders
Workplace circles
Reducing the need
for voluntaries
Direct channel between
producers and consumers
Seasonal stock
Recipes
Box deals
Logistics, marketing, sales, packaging, delivery services
Common space / interface for consumers and producers

6. Local Food Chain Development Timeline / Jyväskylä 2010-2013
2009 2010 2011 2012 20142013
2009 2010 2011 2012 20142013
Commercial & Public
Independent
JAMK projects: 1. Pro Ruokakulttuuri
Ruokakulttuurikeskus Raparperi
Japa ry food circles and projects
Mukulaari Local Food (Cooperative)
University Organic Local Food Circle
Urban Farming Collective Kankaan Puutarha
Juurikas CSA Farm
Local Food Association of Central Finland
Lähiruokamestarit
Katriinan kauppa
*
*
*
2. Ruokaketjuilla kasvuun

7. Local Food Developer OVERLAPPING / Jyväskylä 2012-2013
Mukulaari
Local Food Producers
Food Circles
(Japa ry, University, Mukulaari)
Urban Farming
CSA Farming
Katriinan kauppa Lähiruokamestarit
* *
JAPA
JAMK
SAME PEOPLE INVOLVED
IN ALL PROJECTS
COMMUNICATION BUT
NO COLLABORATION
STILL DISTANT TO
CONSUMER
NO ENGAGEMENT

8. PARTICIPATORY
DEVELOPMENT
TRANSPARENCY COLLABORATION
WOrking towards the same goal - How to accelerate change?
COMMON SPACES
Internally in your own organisation
Externally with other stakeholders & public
Antti Poikola: When the resources are scarce, keep all your
communication open to public to reduce your workload.

9. Thank you!
laura.browne@hubjkl.fi
http://fi.linkedin.com/in/lauranen
http://mukulaari.fi
http://facebook.com/ruokapiirit
http://kankaanpuutarha.wordpress.com/
http://juurikasjkl.wordpress.com/
http://japary.fi