THE FUTURE IS FOOD

The TASTE Council Food Summer School

THE REPORT
The eighteen members of The TASTE Council work in a voluntary capacity to address issues that affect the speciality foods sector and to provide national and international expertise to enable the Irish speciality food sector to maximise its potential contribution to Irelands economy, environment, culture and society http://www.tastecouncilofireland.com/ The TASTE Council is privileged in that it can engage with various Government Departments on behalf of The Artisan and The SME, through its secretariat, being Bord Bia.
Recent engagements and submissions by The TASTE Council on behalf of The Artisan and SME include: The TASTE Council Submission to FoodHarvest2020 Governmental inter-action concerning European PDO and PGI Protection, regarding our Natural Food Resources. Engagement with Government Departments concerning various European Food Derogations under European legislation allowed and with regards to Traditional Irish Food production. The TASTE Council Submission to the Green Public Procurement request by The Department of Environment. (Attached)

The TASTE Councils Summer School remit was to reference these various submissions through three distinct but fully inter-linked streams of Irish food production. That is the Education of, The Production of, and The Branding of this wonderful National Resource. Of similar importance though, for The TASTE Council, was that it wished to engage with, and listen to, The Movers and Shakers within Irish Food Production in a Summer School Style Forum. The 2011 Summer School was attended by Minister Simon Coveney as well Specialist Food Producers, representatives from Educational Bodies, Journalists, Government Departments, Business and Farming Groups, NGOS and Specialist Food Bloggers. These three themes, under the umbrella title, The Future is Food were examined by a principal speaker and a panel of food specialists. Each of these Fora was followed by a question and answer session. The key outcomes of the discussions were: 1

THE FUTURE IS FOOD THE POTENTIAL OF THE TRADITIONAL IRISH FARM

The TASTE Council Forum Brief: The TASTE Council wished to examine Middle Farms under the definition of the Traditional Irish Homestead Style Farm. Through traditional inheritance etc. the number of Irish Farms now amount to 127,000, compared with our nearest neighbour, England with 57,000 Farms or indeed the Mega-Farms on Mainland Europe or in The States etc. http://www.tastecouncilofireland.com/aine-mackenmiddle-farms.html Whilst The TASTE Council appreciates that our competitors might be perceived to have an advantage on the Worlds Commodities Markets when it comes to largescale food production, The Council wanted to examine our inherited traditions and the advantages for The Traditional Irish Homestead Farm as a Unique Product regarding FoodHarvest2020 http://www.agriculture.gov.ie/media/migration/agrifoodindustry/foodharvest2020/2020FoodHarvestEng240810.pdf

The TASTE COUNCIL Summer School Forum Inputs: Homestead Farms are vital to the local economy, returning twice as much to the locale, compared to modern conventional supermarket purchases and are well placed to satisfy the demand for food via sustainable agricultural means regarding The TASTE Council Submission to FoodHarvest2020. http://www.agriculture.gov.ie/media/migration/agrifoodindustry/foodharvest2020/2020FoodH arvestEng240810.pdf This TASTE Council Forum wished to discuss and review current consumer requirements regarding full tractability, sustainability, and reduction in the use of chemicals and the promotion of good animal husbandry and how this could be capitalised by Homestead Farms http://www.tastecouncilofireland.com/ainemacken-middle-farms.html The value, potential and recognition of the Homestead Farmer should be encouraged. Internationally recognised words such as Terroir, Locale and Provenance, have become a consumer requirement and the public now desire that these stories be told, Homestead Farmers are ideally positioned to fulfil this http://www.tastecouncilofireland.com/aine-macken-middle-farms.html

THE FUTURE IS FOOD THE POTENTIAL OF THE TRADITIONAL IRISH FARM CONT
The TASTE COUNCIL Summer School Forum Outcomes: The Socio-Economic benefits of The Homestead Farmer to their Locale cannot be underestimated http://www.tastecouncilofireland.com/aine-mackenmiddle-farms.html Whilst 27% of all Irish Farms have gained direct access to Market, whether as An Artisan Producer on one side or a World Food Commodity Producer on the other, the Traditional Irish Homestead Farms still accounts for nearly threequarters of all farms in Ireland http://www.tastecouncilofireland.com/ainemacken-middle-farms.html. The Forum suggested that this 73% of Farm Ownership be given equal access. This requires to be facilitated, at the very least through The Pan-Departmental interaction. The TASTE Council notes its Submission to FoodHarvest2020 http://www.agriculture.gov.ie/media/migration/agrifoodindustry/foodharvest202 0/2020FoodHarvestEng240810.pdf Homestead Farmers need to become price setters not price takers, they need to be encouraged to build a system to promote this Middle Brand Ireland Agricultural Product which is complementary to existing top-end World Commodity Based farm production and the smaller high-end Artisan/Speciality food producers. Education and support on opportunities for diversification, added value for their products and the optimal use of Irelands PGIs (The TASTE Council notes its Submission to FoodHarvest2020) http://www.agriculture.gov.ie/media/migration/agrifoodindustry/foodharvest202 0/2020FoodHarvestEng240810.pdf would facilitate these Homestead Farms. Farmers need to be encouraged to take ownership and be facilitated to create a new form of Co-Operative/Co-Opetition CSA Style System for this Middle Agriculture Model http://www.tastecouncilofireland.com/aine-macken-middlefarms.html Dr. Aine Macken Walsh, Teagasc, was The Keynote Speaker, her full oration together with Panel responses and Q & As from the Forum are available here http://www.tastecouncilofireland.com/aine-macken-middle-farms.html
Farmers must be part of the value chain, not simply supplying undifferentiated product into the factory system Aine Macken Walsh

The TASTE Council seeks the assistance of ministerial and government policy to help develop this Traditional Irish Homestead Middle Farm Concept. The support of the Ministers Dept together with relevant food sector bodies would facilitate this, with the haste that is required.

THE FUTURE IS FOOD THE ARTISAN AND THE EDUCATION SYSTEM

The TASTE Council Forum Brief: The TASTE Council understands that food education is not simply about food nutrition, it is about food culture, reconnecting consumers with where their food comes from and the taste and pleasure of enjoying local food in season. The TASTE Council remit through The Summer School was to examine how education could be Fast-Forwarded in raising consumer awareness to differentiate between local food, speciality foods and processed foods. In particular The TASTE Council decided to focus on second level education at The Transition Year Module and similarly third level education regarding Agriculture and Catering Modules as being the fastest form to progress this agenda. The TASTE COUNCIL Summer School Forum Inputs: Transition Year Students (where there is greatest flexibility on education modules) were identified as influence target. Within two years of any given time these students would become independent Irish (adult) food consumers, could become third level culinary/agriculture students and should be equipped with the required knowledge to make informative decisions. Similarly The Council wished to examine how to encourage transition year students to pursue careers in food as chefs, food scientists and food producers. Targeting third year agricultural/catering students with a predetermined fixed calendar module input from those involved in our Artisan production was seen to be beneficial. Both these Secondary and Third level concepts would give access to influence in excess of 30,000 students each year. The TASTE Council also wished to stimulate discussion on the relationship between changing eating habits and the recent escalating costs to health regarding obesity, asthma, allergies and intestinal disorders etc, not just in the general but now increasingly amongst our youth. The TASTE Council notes its Submission to Dept of Environment, Green Public Procurement Request http://www.tastecouncilofireland.com/to-dept-of-the-environment.html

THE FUTURE IS FOOD THE ARTISAN AND THE EDUCATION SYSTEM CONT
The TASTE COUNCIL Summer School Forum Outcomes 4

Education is not only vital for health but also for the future sustainability of farming. Farm production in recent times has proved rapid response to consumer demands, education can only lead to an increase in these by the next wave of new consumers. Every 10 euro spent on local food in Ireland translates into 25 for the local economy. The TASTE Council notes its Submission to FoodHarvest2020 http://www.agriculture.gov.ie/media/migration/agrifoodindustry/foodharvest 2020/2020FoodHarvestEng240810.pdf Children are powerful influencers of food purchasing in the home. By raising awareness as to the health, economic and local benefits of purchasing Irish foods in season, amongst young people, we will have consumers for life. Various government bodies (e.g. Bord Bia with its Food Dudes Programme) and other NGOs referencing in particular Eurotoques Ireland and Slow Food Ireland have been very proactive regarding food education. However this needs to be co-ordinated more cohesively perhaps by The Dept. of Education. Ruth Hegarty, Eurotoques Ireland, was The Keynote Speaker, her full oration together with Panel responses and Q & As from the Forum Floor are available here http://www.tastecouncilofireland.com/summer-school-session-2-transcript.html
We have worked (In Cork), via Slow Food Ireland, with our local schools to develop school gardens and the response, has been incredible Darina Allen

The TASTE Council requests the Ministers cooperation in bringing together various Bodies, Authorities and Stakeholders to implement such a global food education programme as this is. There is urgency now to fast forward such a project from the top down, with the expedience that is desired currently from the body politic, the public and media.

THE FUTURE IS FOOD THE ARTISAN AND BRAND IRELAND

The TASTE Council Forum Brief: The Council has been continually updated with this exciting Concept of an Umbrella Brand for Irish food has been to create a pride for our produce reputation at home and abroad. Research has shown that reputations matter and Ireland must prove its green credentials. Building a reputation to communicate a positive food image and to realise the value of our food and what we have to offer provides food producers the opportunity to tell their stories. This will help educate customers on the importance of keeping family farms intact and in turn will create a tourism trail, which results in economic and social benefit to the wider economy. The TASTE Council was honoured that The Summer School was chosen to bring not just to its attendees, but also to the public and all involved with food production in Ireland as to where such joined-up-thinking will bring us. 5

The TASTE COUNCIL Summer School Forum Inputs: The Council has focused on Middle Farms making up 73% of all Irish Farms, with the employment they can and might provide and indeed the traceability they have with their food production story. The public now require this with food purchases not just in Ireland, but also in Irish Food, worldwide. The TASTE Council understands that creating a pride for our produce starts at home however making it available for potential tourists will serve to build this reputation abroad. Research has shown that reputations matter and Ireland must prove its green credentials The Council also understands that Brand Ireland is not just a label. Brand Ireland requires continual ongoing facilitation, at the very least through total Pan-Departmental interaction. The TASTE Council notes its Submission to FoodHarvest2020 http://www.agriculture.gov.ie/media/migration/agrifoodindustry/foodharvest 2020/2020FoodHarvestEng240810.pdf

THE FUTURE IS FOOD THE ARTISAN AND BRAND IRELAND CONT

The TASTE COUNCIL Summer School Forum Outcomes: Food Brand Ireland i.e. country branding is essential in order to influence the perception of Irish food. Irish food producers should be encouraged to tell their story; the more stories told the wider the collective reputation of our remarkable food will travel. Irelands Country branding is essential in order to influence the perception of Irish food. The Artisan food movement has a role to play in Food Brand Ireland reflecting the reality of its authenticity and provenance. The food producer also plays a potential role in communicating the values of Food Brand Ireland. The on-going research and a vision and strategy for Food Brand Ireland will drive export led growth in all three sectors of the Irish food industry. Every Euro of Irish food consumed by a Food Tourist here, represents a Euro of Food Exports to Ireland. There are very few places that can tell their story the way Irish producers can tell the story, the more stories there are, the better the brand proposition for Ireland.

Una Fitzgibbon, Bord Bia, was The Keynote Speaker, her full oration together with Panel responses and Q & As from the Forum Floor are available here http://www.tastecouncilofireland.com/summer-school---the-artisan--brandireland.html
The Brand promise is: we are natural, and we can prove it Una Fitzgibbon

The TASTE Council seeks to ensure that our Artisan Food Producers are fully included in the development and implementation of Food Brand Ireland, that they are fully appreciated for their vital input and encouraged to tell their part of this great story. The Council is affiliated to a wide network of food NGOs in Ireland and abroad and desires that all its linked members can join in this conversation about Brand Ireland both during and before the brand vision and strategy is finalised.

THE FUTURE IS FOOD THE TASTE COUNCIL SUMMARY

Current policy tends to favour large-scale farmers; The TASTE Council requests advocacy such as establishing a working group to drive a regional farm movement towards a federated co-operative system. This should involve representatives from the Department of Agriculture and all relevant agricultural and food sector bodies. Ministerial and Government policy is needed to maintain these Irish middle farms. The TASTE Council requests the Department of Education to insist on a food education programme that educates at every level; primary, post-primary and third level students. Co-operation with the Department of Agriculture, schools, third level institutions, teaching organisations and industry to provide understanding and awareness of how local food production is related to the agricultural, economical and social benefit of the country is of utmost importance. Food Brand Ireland i.e. Country/Island branding is essential in order to influence the perception of Irish food. Irish food producers should be encouraged to tell their story; the more stories told, the wider that the collective reputation of our remarkable food will travel. The TASTE Council believes that it can contribute to the yielding of this and requests continual updates and involvement. The on-going research and a vision and strategy for Food Brand Ireland will drive export led growth in all these three sectors of the Irish food industry. Finally, what we have in Ireland is a valuable middle farm sector resource that needs to be valued as part of our economy and culture. Through education and the development of Brand Ireland this can be achieved by devoting time and energy in implementing our vision and strategy over the coming years to ensure sustainable growth in agriculture, tourism and culture. The 2011 review Pathways for Growth (http://www.bordbia.ie/industryservices/information/publications/corporatepublicat ions/pages/pathwaysforgrowth.aspx) noted that the agri-sector in Ireland was the 7

brightest area of the economy and the authors suggested the need for vision for Irish agriculture, a move towards higher exports and away from commodity farming, was a message that was positively echoed throughout discussions during The First Food Summer School, and that indeed THE FUTURE IS FOOD!

The TASTE Council 2011