Short food supply chains
– local food and social capital
Applicable to responsible tourism?
Responsible Tourism in Destinations conference 9.6.2016
Hanna Hauvala, Project Specialist, JAMK University of Applied Sciences
Short food supply chains
– local food and social capital
Aims for the project (2015-2016) are to
• Help local food entrepreneurs’
– to recognize and understand their social capital’s possibilities and meaning in
business and cooperation.
• Find new and concrete ways to utilize social capital in the chain of
local food’s supply and demand
– e.g. new business model or improved direct sale channels/networks.
• Verify the local and communal social sustainable development in
local food chains.
Applicable to
responsible tourism?
LOCAL FOOD
SOCIAL INTERACTION
• Producer
• Consumer
SHORT
• Knowledge
• Fairness
WE-SPIRIT
JOY
SUPPLY
THE MEANING OF
SOCIAL CAPITAL
SERVICE
• Trust
• Social cohesion
CHAINS
Applicable to
responsible tourism?
• Networks
• Communication
BUSINESS
• Promises
• Continuum
QUALITY
Short food supply chains
– local food and social capital
Consumers value
FAIRNESS
FRESHNESS
QUALITY
EMOTIONS
SHARING EXPERIENCES
ADDED VALUE
PERSONAL SERVICE
SOCIAL MEDIA
FACEBOOK
Applicable to
responsible tourism?
INTERACTION WITH PRODUCER
NETWORKS
TRUST
ORIGIN
ANIMALS WELL-BEING
Results are collected from
the project’s interviews,
web discussions and
discussions in social media.
Strong tool to affect feelings (positive and negative)
Good quality and clarity (also technically)
Applicable to
responsible tourism?
Be honest and real!
Purchase decisions are more often
done through pictures and videos!
References are important!
What is your customer promise – show it!
Spice with humor! (if it is
natural to you and it fits to
your company’s image)
Short food supply chains
– local food and social capital
New or improved business models
• REKO (Rejäl konsumption) – model
– Responsible consuming – neat, convenient and fair”
– For consumers who wants to buy local food straight from producers
– Closed groups in Facebook
• “Local food speed date”
– Purpose is to encourage people to meet a large number of new people
who are interested in local food
– Dating places in our case companies
– “The way to a heart leads through stomach”
Applicable to
responsible tourism?
Short food supply chains
– local food and social capital
Applicable also to responsible tourism
• Local food
– Food is a dynamic tool for sharing stories, forming relationships and building
communities.
– By combining local food to tourism it offers all parties an authentic taste of plate
and contribution to sustainability.
• Social capital
– Working networks together with commonly shared norms and values
• through networks members cooperate, communicate and utilize common resources as
well as coordinate and integrate operations
• communication face to face as well as through social media for example Facebook.
– Trust as integral element
• economic and political fluency in life as well as personal wellbeing and responsibility.
Short food supply chains
– local food and social capital
Applies to all entrepreneurs
How to use social capital in your daily business
Listen customer! (several media)
Show that you listen and value customers! (open dialog)
Recognize customers’ needs! (community, easiness, interaction)
Real commitment to customer service! (agreements, open dialog)
Trust is there – keep it! (personal contact)
Invest and value networks – customers are there! (facts, experiences)
Pictures says more than thousand words! (local, authentic, positive)
Remember win-win! (shared interest and profit)
Short food supply chains
– local food and social capital
Thank you and feel free to contact
Leena Pölkki, Project Manager
[email protected]
+358 50 4011 894
JAMK University of Applied Sciences
School of Business
Rajakatu 35
40200 JYVÄSKYLÄ
FINLAND
Hanna Hauvala, Project Specialist
[email protected]
+358 40 5769 174
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Hilkka Heikkilä, Project Coordinator
[email protected]
+358 50 430 8407
Project duration: 1.1.2015-31.12.2016.
Project funding: Ministry of Agriculture and Forestry and The Central Union
of Agricultural Producers and Forest Owners (MTK).
Partners: University of Turku, JAMK University of Applied Science, HAMK
University of Applied Science
Keywords: local food, social capital, responsibility, customer, networks