FutureComm
Collaborate. Create. Communicate.
- Empowering Sustainable Growth, Together
Agriculture & Food: Future Food
- Delivered by future leaders
"We want to create more life in the countryside."
Life, joy and job satisfaction.
Was the talk during two modules of teaching with a team of 17 Agricultural Economics students, who are the next generation of producers, who will deliver the future food to us as consumers.
It was the class: Sustainable Innovation Course at Dalum Academy of Agricultural Business.
The group was divided into four groups with a focus on new developments in their existing production - real-life cases:
🐷 New Bornholm pig
🍸 Gin based on residual products from potato production and lamb
🐖 Mangalica pigs/Wool pigs with a focus on residual production. They must eat residual products from other production.
🐄 Veal, based on residual production.
We put the producer at the center of the value chain
- and consumers set the direction for the work.
Each group worked on how they find their way to the consumer's plate. They have defined value chains, worked on value propositions and drivers.
They were challenged on why it is also important for the producer r to understand what drives consumer behaviour and decisions. They worked on criteria - and how they create a strong value proposition.
Selling value to consumers and guide them - how they make consumers better. It's more than the experience - it's real documented value creation, e.g. how does the concept, model, product help reduce the consumer's climate footprint.
The four groups work within niche production. They have a focus on local foods with local collaborations and engaging the local community. The starting point was to strengthen them - and with a strategic angle on production, starting with the Future Impact Guide and the UN Global Goals.
They also worked on an exercise where they had to deliver the 'most' sustainable roast pork sandwich - get it on the consumer's plate.
After this session, the groups continue working on a business plan, which they later presentedto Meny.
Can they get on their shelves?
Advisors: Strengthening collaboration and increasing the potential
- Steering Committee Advisor Network Business Hub Funen
As part of the steering group for the advisor network under Erhvervshus Fyn, we have worked with a precise purpose for the network and the collaboration between the business hub, the private advisors and SMEs - so that we together optimize and raise the potential of the companies.
Food: Strengthened understanding of the value of insights and collaboration
- How do we find our way to the consumer's plate?
Workshop with the Farmbrella network 'Leaders of Tomorrow'.
The network consists of dynamic young people under 40 years of age from a mix of companies in the value chain from farm-to-fork, including, for example, agriculture, machineries, processing, producers, consultants, and banking.
Participants worked on how they use insights to strengthen companies, ecosystems and industry, thereby improving competitiveness and Image.
The participants met in a common purpose and worked on exercises across disciplines.
The workshop was conducted in collaboration with Jacob Høgild, Human Engage, as part of our Community and collaboration for co-creation.
Article from the workshop
Result: Understanding of how insights and collaborations can be used to strengthen - the importance of working business-to-business-to-consumer-to-society.
Quote from a participant who is a producer:
"Before I came today, I thought - all that in front of me, it has nothing to do with me. But I've really learned something - we're in this together."
Frederik Petersen, Development Manager, Farmbrella, says:
Birgitte led us through a fantastic workshop on food, consumers and producers, where the participants gained insight into the consumer's thoughts and habits. Through exciting presentations and exercises, she focused on ecosystems, data and parameters in food production. The participants gained insight into how the consumer thinks and makes choices - and producers and stakeholders shared their experiences in creating products for the consumer. The workshop created a good dialogue, new knowledge, and gave the participants good insights into the consumer habits of the future.
Food: Creating innovation based on inclusion and collaboration
- Consumers have the money, how do we get them to act more responsible?
National consumer survey of the perceptions of sustainability and responsibility when buying food - in collaboration with Human Engage and Bilendi.
-
Conducted during the period November 12. - 18. 2024 with 1.510 answers.
-
Conducted among a sample of Danes aged 20 - 75 years old.
-
Representative survey on the dimensions of gender, age and geography for the population in Denmark.
The survey is incorporated and used in presentations and work with a focus on how insights and the engagement of consumers set the direction for innovation in communities:
-
Presentation on the main stage at Agromek, the largest agricultural fair in the Nordics with just over 44,000 visitors.
-
Presentation at the Annual Meeting of the Local Food Industry Association.
The survey has been prepared with the objective and use to create real development in communities
SMEs: Raising the potential of businesses
- 360 degree assessment tool Future Impact Guide
In collaboration with Human Engage, we have developed a self-assessment tool for companies.
We look at 8 framework areas that characterize responsible business concepts.
-
The effort today
-
Towards the desired effort within 3 years
The company gets an overview of gaps and potential areas for development.
The purpose of the tool is to take the first step towards a future-ready company with a responsible business concept that creates sustainable growth.
Energy: A strong strategy for co-creation
Facilitator and driver of the vision and strategy process in the national expert center for Energy Communities.
-
Stakeholder engagement
-
Insights from national consumer survey
-
Workshop for board of directors
-
Summary and synthesis of vision and strategy targeted at various stakeholders, including citizens, municipalities, businesses and politicians.
-
Member involvement
Focus on involvement and commitment to a common purpose with a common language - in a span between citizens, authorities, politicians, research & development and companies.
See results from national survey here .
Result: Strategy paper and vision based starting with the UN's Sustainable Development Goals.
Municipalities; Increased understanding of the work with sustainability in retail business in Rudersdal Municipality
Workshop concept targeted at shops in Rudersdal Municipality - with the aim of inspiring responsibility and working with sustainable initiatives.
- Involving customers, where we find important knowledge and insights for the work.
- What is sustainability and what can we use it for?
- Working in groups with the UN's global goals, stakeholders and initiatives. A first look and step.
- Network.
Advisor: Strengthening business concept for growth
ActionBetween wanted to strengthen its business concept to target efforts towards the leader and organization of the future.
The first step was taken with a rethinking of the business concept with a focus on three pillars:
-
Happy people
-
Strong communities
-
Sustainable growth
Customers and partners were involved in the process - and the work resulted in a development plan with a focus on partnerships to achieve the desired growth.
Launch of new website actionbetween.dk.
Result: A new business concept and development plan that prepares the company for growth.
Interior: Strengthened business concept, ready for growth
Stress is one of the crises we experience in the workplace - more and more people encounter stress in their working lives. It creates tunnel vision and can make it difficult to grow. Bringing nature into the work environment and culture can help increase well-being and employee satisfaction.
First step on a journey. MosDecor wanted to take the business to the next level and scale based on the potential in the market. We have rethought the business concept for MosDecor with a focus on responsibility. Where is MosDecor today - where do they see themselves in 3-5 years - and a development plan with a journey in small steps. The work is based on drivers and perception in the market.
The first step has been taken with an SME Pro subsidy - and a rebranding and launch in the plan.
Result: Rethinking the business concept, brand based on a growth plan - based on the UN's Sustainable Development Goals with a focus on partnerships and circular thinking. . Green solutions that help create increased well-being in the workplace.
Education: SDU RIO Below Zero Program
Ambitious graduate students from all over the world meet one weekend each month to develop their vision for a start-up that helps make society greener and more sustainable. They worked on clarifying the value chain, drivers, risks and possible actions for each start-up.
Advisors: Proposal for optimized business concept
Concept development: and presentation of a business concept, where sustainability is defined in unique pillars, to differentiate and turn into a competitive advantage - from conceptualization and purpose to strategy and communication. Customers go from buying an office space to buying a concept with opportunities. From UNSDG's to everyday goals. Service as part of the value proposition.
Education: University of Southern Denmark - Career Hub
Presentation on strategic work with sustainability - case study work.
Participants: Master's students from primarily the SDU Business School.
Agriculture & Food: Conference concept - IFAJ Congress 2022
Theme with sustainability as the guide - script for intro film.
Around 200 journalists visited Denmark in June 2022.
Hotel & Restaurant: Business concept Bed & Breakfast
Concept development with three bed & breakfast start-ups. Target groups - Value proposition - Competencies - Communication. Use of Servitization tools and mindsets to create a value proposition for service. Facilitation of networking group.
Robot & Automation: Strengthened positioning through responsible business concept
Business concept to strengthen positioning - and prepare the company for sales. Sustainability is defined in five pillars - and service as a value proposition. From vision, strategy to communication. Solid foundation based on insights. Differentiating segmentation model with a focus on behaviuor and what drives decisions in the value chain. Targeted value proposition.
Agriculture & Food: Strengthened positioning and growth through collaboration and co-creation in the ecosystem
The green parties in Germany entered the scene, and DanAvl faced challenges in the area of animal welfare, for example - herds were excluded from the German supermarket Edeka. Defining a responsible concept and value proposition, establishing a relationship-building strategy in the ecosystem in Germany. Action plan for the short, medium and long term in collaboration with partners.
Result: Regained trust - maintaining market leading position.
