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GreenCook – Transnational strategy
for global sustainable food
management (162E)
Sophie MARGULIEW
Project manager
Espace Environnement ASBL
Thematic workshop on Priority 4
Brussels, 19 May 2010
Espace Environnement
I4B-GreenCook – Transnational strategy for global
sustainable food management
 What is GreenCook about ?
 How did GreenCook come out ?
 What is innovative about GreenCook ?
 Why the topic could not be tackled and why the project
could not be effective without transnational cooperation ?
 How will GreenCook benefits the Lead Partner and its
Region
GreenCook’s objectives
 Aim : to reduce food wastage and to make the NWE a model of
sustainable food management, by in-depth work on the
consumer / food relationship thanks to a multisectoral
partnership
 Fighting against food wastage requires to combine work on
consumer behaviour and optimisation of the food offer.
 By developing innovative strategies to influence the consumer and
cook relationship to food, both among out-of-home food
professionals, and among households.
Workpackages
 4 work directions, corresponding to 4 emblematic places of
consumption, themselves connected to 4 groups of key players:
> At home, in the kitchen: precarious households and audiences, wastemanaging local authorities
> In the restaurant, in the company canteen: catering professionals
> In the school canteen: teachers and pupils (education); cooks
(management)
> At the supermarket: producers, retailers; food banks
 4 workpackages that will be developed in parallel, to converge
towards achieving the overall aim of the project :
Workpackages
WP1 Enable
Producing facts & figures, relevant methods & tools or
individuals, out-of-home food professionals, packaging
designers, social workers & household coaches to avoid food
wastage
WP4 Encourage
Assessing results to
determine GreenCook
standards for food wastage
avoidance strategies & to
reward good practices of
professionals and
households
WP3 Engage
Behaviour
change
Embedding good practices for
food wastage avoidance by
mobilising GreenCook
Ambassadors and networking
at a large scale
WP2 Exemplify
Testing innovative sectoral approaches and lobbying to
validate European models of sustainable management of
food
Outputs
WP1 Enable
Information publications, practical smart toolkits (Smart food
saving Portal 2.0 =Investment )
Transnational cookbook compiling best food saving recipies
Practical handbooks and training programmes + teaching kits
WP4 Encourage
 Specific and global assessment
programmes (+ indicators); facts & figures
Transnational GreenCook challenge ;
GreenCook trophy
Relevant criteria on food wastage
avoidance, to update labels or reward
schemes
Behaviour
change
WP3 Engage
Community actions : (cooking
lessons, practical training sessions,
events)
Short video clips with testimonies of
ambassadors
Organisation of public debates
WP2 Exemplify
Living Labs + Educational biomecanical composting system
(Investment)
Dialogue Platforms meetings and memoranda
Strategic Steering Committee meetings + Expert Committee
meetings (lobby)
How did GreenCook come about ?
 INTERREG IIIB REDUCE Strategy for transnational waste reduction
> Espace Environnement = Lead Partner (citizens’ participation, network
cooperation)
> Intercommunale de gestion des déchets de Charleroi (B), Communauté Urbaine
de Dunkerque (F), Communauté d’Agglomération de l’Artois (F), Syndicat Mixte
SYMEVAD (F)
 What next ?
> Commitment for behaviour change (beyond awareness raising)
> Mobilising a variety of stakeholders
> Espace Environnement as Lead Partner
 Partnership : EE (LP) + REDUCE partners + other French partners + a UK
partner (Kent County Council)
 Advice of JTS :
>
>
more focused / specific
partnership more relevant
The role of Espace Environnement
 Identify, bring together (go-between), translate
 Suggest, propose, orientate (structure)
 Convince, reassure, create win-win (transnational action plan /
decision-making)
 Decide, impose, arbitrate (priorities, budget)
Innovative, specific, transnational ?
 Identify a more specific issue, innovative, that needs transnational
cooperation to be addressed
 Survey of main 3 waste issues among the partners :
?
Bulky waste
?
Hazardous
waste
?
Food wastage
 Criteria for EU project (innovative, need for transnational
cooperation to address the issue, strength of the partnership )
Innovative, specific, transnational ?
 Identify the relevant partnership to tackle food wastage avoidance :
Who are the actors ? Food producers, manufacturers, consumers
> Public (local and regional) waste authorities (IBGE, Artois Comm., Kent CC, AV
Ludwigsburg)
> Other public authorities (canteens, underpriviledged) (CRNPDC) / NGO
underpriviledged (BKCV)
> Agro-industry – NO
> Packaging producers and users (Fost Plus)
> Supermarkets (GREENTAG – E. Leclerc)
> Research Institutes (CRIOC, Univ. Stuttgart,
Wageningen UR)
> Restaurants (Euro-Toques, De Proeftuinen)
15 months to give birth to GreenCook
Jul / Aug
Sept / Dec
Jan / Feb
March / April
May / June
New partners
Food
Wastage +
Structure
=
brainstorm
ing
Sept / Oct
Negociations with n
ew partners
Kent gives up
Specific
Innovative
July / August
Green
Cook

Benefits for Espace Environnement
and the region
 Espace Environnement will gain expertise and experience :
> in (EU) project management
> on partners’ cooperation and networking (multi-cultural, multi-sectoral)
> on food wastage issue
– e.g. benefits of REDUCE
 Benefits for the Region :
> Pioneer experiments : opportunities to have regional problems
addressed and solved in priority
> Outputs, lessons learnt, results immediately usable
> Bottom up feedback for regional policy orientations (e.g. waste
prevention plan to come)
> Sustainable communities, multi-sectoral partnerships around food
What is innovative about GreenCook ? 1/2
 considers the pair product-packaging and adoption of new/adapted
packaging types to increase food saving  refine public authorities’
waste prevention messages
 rises new professional attitudes and behaviours,
e.g. cooks won’t consider any more their job done when the meals
are ready, but when the meals are eaten.
 demonstrates how everyone can close the food loop
> by composting unavoidable waste (e.g. fruit peelings) on site
> and by using compost to grow vegetable that are used again for
cooking.
What is innovative about GreenCook ? 2/2
 optimises the balance between offer and demand and not focusing
only on one side of the issue :
which offers could reduce wastage, and how to make the consumer
accept it ?
 influences policy by opening the dialogue with sectors, which
regulations have an impact on food wastage,
and by building up with them consensual solutions that can be
implemented within GreenCook,
 produces innovative decision-making tools, based a series of
measurement that are not available today.
Why is transnational cooperation necessary ot tackle
the issue of food wastage avoidance? 1/2
 A pathbreaking combination of partners, each with a unique,
targeted expertise and legitimacy, and directly usable know-how :
> Espace Environnement, a recognised co-operation organiser, is ready
to support the emergence of shared innovative solutions, and recurrent
trans-sectoral discussions.
> The CRIOC has been scrutinising consumer behaviour for years.
> Bruxelles Environnement has broken new ground on the subject via
pilot studies in canteens but is struggling to adapt the dynamic to a
broader scale.
> The Nord-Pas de Calais Region would like to deploy a sustainable food
plan in its high school canteens. It is also running a network that helps
the disadvantaged to increase their life skills.
> Artois Comm. and Ludwigsburg have sectoral networks for rapidly
implementing the lessons learnt from the project.
Why is transnational cooperation necessary ot tackle
the issue of food wastage avoidance? 2/2
> Euro Toques and De Proeftuinen are associations of restaurateurs who
are innovative for sustainable, good quality food.
> ISWA (Stuttgart) is a reference in quantifying avoidable waste.
> WUR Food & Biobased Research (F&BR) manages the Restaurant of
the Future, which allows to assess how consumer behaviour is affected
when confronted to food and food presentation innovations.
> GREENTAG is trying out environmental communication and
management in three Leclerc stores.
> Fost Plus is opening the doors to innovation in terms of anti-wastage
packaging.
> The United Kingdom, pioneer in the fight against food wastage, offers a
great deal of advice via some well-informed observers.
 Polling these knowledge, experience and skills will enable the
partners to accelerate the trend towards common sectoral standards
and to overcome current impediments, while passing harmoniously
from the experimentation stage to that of generalised strategy.
Transnational cooperation
Producers
Home
Disadvantaged
Social groceries
Supermarkets
Research
Institutes
School canteen
Companies
Caterers
Restaurants
Territory
Thank you for your attention !
www.green-cook.org
Sophie Marguliew
Espace Environnement ASBL
[email protected]
Espace Environnement