Developing customer orientation in short supply chains (ASKEL)

The interest towards alternative and innovative forms of food distribution has increased significantly among food entrepreneurs and consumers. Alternative agri-food networks are often created from dis-satisfaction with the conventional food distribution systems. Especially short food supply chains (SFSC), such as REKO groups, are seen as a new alternative for an industrialized food system. The aim of the Askel project is to support and strengthen the development of short supply chains and to improve the competitiveness and profitability of local food companies by promoting the balance between supply and demand. The project focuses on REKO groups (9) and their food companies (100) in South Ostrobothnia Finland. The project promotes the usage of locally produced and processed food and the creation of tools for utilizing the communication with consumers, thus creating opportunities for the consumers to influence the development of local food and providing ideas for new business opportunities. In order to achieve this goal, the project takes several measures: interviews with REKO-entrepreneurs and a con-sumer survey, co-creation and expert workshops (co–creation meetings, learning cafes, idealogi), briefing videos and organize a final seminar. The co-creation workshops aim to identify the main development needs in REKO-enterprises and the needs for external expertise provided later in three expert workshop. The final seminar will demonstrate the best practices created during the project. The project is carried out by Ruralia-institute, University of Helsinki. It is funded by South Ostrobothnia Centre for Economic Development, Transport and the Environment and the private foundations.