In Finland, TRADEIT project partner Savonia’s TRADEIT advisors are actively supporting a traditional food producer SME network, located predominantly in Kuopio city area of Finland. Savonia UAS has built close relationships with these regional enterprises utilizing the Open Innovation Space learning OIS-model for SME support.
Localising the training modules for the Finnish SME Network
The TRADEIT project is designed to facilitate knowledge transfer in response to the specific needs of SMEs at a regional level. In Finland the process involved a needs and barriers analysis and site visits with the food producers to identity the particular needs of the SMEs in the region. The Savonia knowledge transfer team (figure 1) responded via the development of workshops by selecting and localising the content of the 4 training modules themed on Food Safety, Labelling and Marketing, Supply Chain Management, Competiveness and Pricing Strategies to specifically address the priority items for the Finnish enterprises. One such example is the inclusion of the new OIVA system in case of Food Safety issues.
Figure 1. In the middle of August, Dr. Catherine Halbert visit at Future Food Hub Finland was the most useful for developing further all the training modules before their delivery. In the photo, from left to right: one Tradeit entrepreneur Risto Hallman, Dr. Catherine Halbert, the trainer, M.Sc. Kai Selander (module 2), the trainer, M.Sc. Sirpa Vauhkonen (module 3), the hub advisor, Dr. Anna-Maria Saarela and the trainer, M.Sc. Mari Vartiainen (module 4).
Interactive practical action learning sessions for TRADEIT SMEs
The four modules were delivered via an interactive action learning base approach which enabled the participant food producer to shared their experiences, discuss common problems, successful approaches and develop potential solutions (Figure 2). The feedback from the companies has been positive, both on the content and support provided and in particular on the networking possibilities opportunities that presented. The SMEs have requested additional sessions, which will take place early in 2015.
Figure 2. Interactive action learning session: Competitiveness, cost models and pricing strategies for the traditional food sector by trainer, M.Sc. Kai Selander was held on the 8th of October with 12 SME participants.
Consumer-oriented product development
Savonia University of Applied Sciences via the Future Food Hub provides a wide range of product consumer orientated product development services and facilities such as the food test lab, pilot food production lab and an adjustable consumer research lab which can be transformed from a home kitchen, to restaurant, to a 7-people individual evaluation space or to a consumer panel round table with multifunctional observation possibilities (Figure 3). The Hub specialises in product development services such as idea generation, prototype development, product optimisation, chemical and microbiological analysis, sensory evaluation by specialist and consumer panels, marketing and launching products.
Find more information on:
Future Food Hub services:
FOOD – product development services
FOOD – consumer research services
Figure 3. Adjustable Future Food consumer panel room can be transformed from home kitchen to restaurant and from 7-people individual evaluation space to consumer panel round table with multifunctional observation possibilities.
Unique real-life data collection approach available for improving SMEs’ product sales
An internationally recognized consumer research method called Verbal Analysis Protocol combined to Wireless Audio-Visual Observation in real life settings (VAP-WAVO) is a support offering availabel to the TRADEIT SME Network via the Future Food Hub in Savonia. The approach represents a useful technique to enable consumer input to direct innovation in consumer-oriented product development for companies’ needs. This novel approach was successfully applued by a bakery, Trube Ltd. has increased sales of cinnamon bread 88% and butter bread 22%. (Figure 4) During the TRADEIT project, the Future Food Hub will deliver the module consumer-led product development strategies for traditional foods which also describes several other approaches how to utilize consumers in SMEs product development. The main aim of the Future Food Hub is facilitate entrepreneurs, educators, scientists, innovators and consumers to work together more closely than ever by using innovative approaches to create new value for the whole food chain.
Figure 4. According to consumer-oriented data collected in the field by using the novel approach, one bakery called Trube Ltd. has increased sales of cinnamon bread 88% and butter bread 22% stated by the director of the company Mr. Jarmo Tolvanen in the photo with hub advisor Dr. Anna-Maria Saarela and principal lecturer Anja-Riitta Keinänen.
Those interested in participating in the consumer led product development workshops should contact Dr. Anna Maria Saarela at anna-maria.saarela@savonia.fi.
*) Saarela A-M, Kantanen T, Lapveteläinen A, Mykkänen H, Karppinen H, Rissanen R. Combining Verbal Analysis Protocol and Wireless Audio-Visual Observation to Examine Consumers’ Supermarket Shopping Behavior. International Journal of Consumer Studies. doi: 10.1111/ijcs.12022, 2013.
