New skills for new jobs how to identifydefine the skills

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• New skills for new jobs how to identify/define
  the skills ?
• Dublin, October 22, 2009
• Jens Bleiel
• CEO FHI

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What is FHI ?

• Partnership between
• Public Research Organizations
• Irish food industry
• Funded by
• Enterprise Ireland (19.5m)
• Industry partners(3m)
• Industry led research agenda
• Identified health pillars
• Stipulated dairy based

One centre aimed at developing, marketing and
selling functional food products to improve
peoples health and wellness
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FHI complex, communication, crafting the future
of nutrition
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• FHI is a great set-up, unique in the world..

Why ?
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Mega Health Trends in the world many statistics.
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. FHI focuses on the major trends

• Top Mega Health Trends in the World
• Overweight and obesity
• Heart Health
• Immunity, resistance
• Energy, tiredness
• Healthy growing of kids

Food safety
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All elements for a successful launch need to be
covered.
Invention
Application
Proof
Regulation

• Novelty
• IP position
• World class science

• Clinical studies
• Protocol
• Location

• Safety
• Claim
• EFSA

• Taste
• Stability,
• Cost per dose

All elements are covered by FHI
After sales
Production
Sales
Concept

• Market data on launch
• Fine tuning marketing, concept

• Consumer
• Customer
• Communi-cation

• Make or buy ?
• Planning,
• Investments

• Customer segmen-tation
• Sales plan

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FHI is the ideal set-up

• Reflects all major mega trends in health and
  wellness of our society
• Covers all relevant success factors in order to
  make functional foods a success
• Significant funding to do serious research
• Open for international cooperations with academia
  and other institutions

and is an ideal environment for personal and
new skills development
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The FHI vision
Improving health, wellness and quality of life
through world class innovation in food.

• Adding value to food products
• Contributing to a healthier, better life style
  for consumers
• Creating many beneficial parallel developments
• Forming the spear head of a broader dynamic food
  industry development in Ireland.

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The FHI process
Health platforms
Intelligent Milk mining
Bioassays
Food Formulation
Marketing
Intervention
Claim
Selling
Process Scale-up
High content screening
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• FHI is a great set-up, and creates new skills for
  new jobs..

Why ?
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The required skill set needs to be treated like a
living organism
Admit what you dont know, real learning
experience outside comfort zone
Interdisciplinary understanding
No legal contract can ever replace trust
Openness, trust, caring
Communication
Look into my eyes, baby
If it was easy, everybody could do the job,
personal growth with real life challenges
Controlled complexity

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and needs to be applied in real life
No nation alone has the global wisdom - and its
fun
Multicultural teams
Open innovation is the buzz word, accepting that
other parties may be better in certain areas
Global Networking
The market forces us to decide, focus,
rationalize, to adapt fast.
Healthy market pressure

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And finally
Applied science is downgrading the quality of my
science
We dont need science, great marketing will sell
Lost in translationGreat science and marketing
are both required to sell

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FHI headqurters at the UCC campus
Food for Health Ireland University College
Cork FHI Headquarters 3rd Floor, Food Science
Building Tel [phone] Emailfhi_at_ucc.ie We
b www.fhi.ie
FHI at UCC...
Labs - 3rd Floor, BSI Extension