Presentacin de PowerPoint

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15th World Food Agribusiness Forum, Symposium
and Case Conference International Food and
Agribusiness Management Association Reinventing
the Food Chain New products, consumers and
markets Chicago, USA. 25-28 June 2005.
Professional cooks Adding value to argentine
agrifood products.

• Authors
• Hernán Palau Maria Julia Bacigalupo.
• Food and Agribusiness Program. Commerce Chair.
• School of Agronomy. Buenos Aires University.

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1) Introduction.

• Little value added to Argentine food products.
• Food crisis gt consumer segmentation.
• Ways of adding value?? gt Certifications,
  hedonistic aspects, product information (e.g.
  traceability, history, culture, way of
  production, nutritional facts), Professional
  Cooks
• major qualified informants of consumers,
• act as link to find out what consumers really
  want with food producers,
• could become an interesting marketing tool for
  food suppliers.
• A chef not only cooks, but also informs.
• Agri-culinary marketing information
  promotion.

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1) Introduction (cont.)

• Background
• Colombian Coffee Chamber floods the European
  market with coffee as official sponsor of the
  Colombian Culinary Center.
• The Meat Livestock Australia, in turn, is the
  official sponsor of the WACS (World Association
  Cooks Societies) web site (www.wacs2000.org) and
  promotes Australian beef through cooks and chefs.
• Argentina participated in the last Salón del
  Gusto (Flavor Conference) of Slow Food,
  promoting Argentine products among chefs from all
  over the world.

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1) Introduction (cont.)

• Objectives
• This paper is aimed at showing how Argentine
  agrifood producers can differentiate and add
  value to their products with the help of culinary
  organizations.
• Hipothesis Centre of Professional Cooks of
  Argentina (CPCA) could act as a link in the
  agrifood chain to add value by offering marketing
  services in order to
• provide RD services to Argentine products
  according to international demands,
• propose a communication strategy addressed to the
  more demanding markets by using culinary know
  how,
• support culinary teams as a marketing tool for
  communication,
• inform consumers on the quality and ways of
  cooking Argentinean foods.

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2) Procedures.

• Agrifood production (in billions of dollars) of
  developed and developing countries Australia,
  Argentina, United States, Italy and Spain.
• Index of value added to the 20 main products in
  each country in the last 5-6 years

• (this Index represents the value of agriculture
  GDP divided by the 20 major agricultural
  products.)
• A survey to professional cooks and agrifood.
• Internet survey to the main cook associations
  that identify the main marketing and production
  actions that were developed in the selected
  countries.

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3) Results Value added in different countries.

• Agriculture GDP in developed countries is not as
  important in relative values (percentage), but it
  is significant in billions of dollars.
• Argentina seems to have the lowest Index value.
  Italy, a country with a good reputation for its
  food products and promotion, has the highest
  Index value followed by Spain.
• Such figures could be explained by the fact that
  those countries have been working hard on
  promoting the Mediterranean Diet with the
  compliance of professional cooks.
• Australias indexes for the years analyzed are
  not conclusive.

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4) Adding value through professional cooks.
International experiences.

• The associations of professional cooks are
  increasingly partnering with food producers to
  promote and develop products, teaching how to
  cook and purchase.
• These associations also offer food quality
  certification.
• Examples
• Europe Eurotoques (www.euro-toques.org) gt
  association of more than 3,500 European
  professional cooks, with the aim of defending
  consumers, raw materials of food and European
  gastronomic heritage.
• Spain
• Producers that use the legal framework of the
  Appellation of Origin generally link with chefs
  in order to add value and teach the goodness of
  their products both professional cooks and end
  consumers.
• The Spanish Gastronomic Academy
  (www.academiagastronomia.com) is a cultural
  association that has the objective of
  investigating and disseminating the various
  aspects of Spanish gastronomy.
• the web site www.terra.es/alimentacion teaches
  how to cook typical Spanish meals and tells about
  the places where people can find the different
  products.

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4) Adding value through professional cooks.
International experiences (cont.)

• Examples
• Italy
• Most of the Appellations of Origin include
  recipes and chefs opinions.
• Prosciutto di Parma (www.parmaham.com) includes
  professional cooks opinions as that of Michele
  Scicolone (Italian food expert), I love the rich
  flavor and tender texture of Prosciutto di Parma.
  I try to keep some in my refrigerator at all
  times, though it is hard to resist snacking on
  it!
• The Federazione Italiana Cuochi (Italian Chefs
  Association) (www.fic.it) is an association that
  gathers all Italian professional cooks
  associations with the aim of boosting the role of
  Italian chefs and promoting Italian foods and
  dishes.
• Australia
• Meat Livestock Australia Limited (MLA,
  www.mla.com.au) The Main Meal.
  www.themainmeal.com.au They services the entire
  Australian red meat industry including producers,
  processors, exporters, live exporters, chef and
  retailers.

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4) Adding value through professional cooks.
International experiences (cont.)

• Examples
• USA
• The American Culinary Institute.
  www.chefsbest.org. Our professional chefs taste
  and test products in just about every food and
  culinary product category. Our rigorous, chef
  developed judging process means only the best
  products receive the ACI Best Taste or ACI Best
  Product Award. Youll save time and serve food
  your family is sure to like by looking for
  products bearing the ACI Award on your grocery
  store shelves.
• International Taste Quality Institute (iTQi).
  www.itqi.org Test and reward food and beverage
  products on taste.

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5) Professional cooks in Argentina value added.

• The Center of Professional Cooks of Argentina
  (CPCA, www.centrococineros.com.ar) is actually
  interacting with producers to help promote
  specialty foods with producers or institutions in
  the domestic or foreign markets.
• Cooks are invited to apply their culinary tools
  to promote and play with innovative and varied
  recipes, new preparation techniques and
  information to end-users.
• CPCA is the only accredited Argentinean
  organization member of WACS.
• Activities
• Participation in international and national fairs
  and competitions (promotion of local products).
  e.g. gt Pampa Lamb, CAT 1 (fruits),
  Gastronomic Show, the Salone del Gusto 2002
  in Turin, Italy El Plato Marplatense.
• Institutional Alliances Business Development
  Agency of Formosa (North Argentine Province)gt
  promotion regional products Argentine Beef
  Promotion Institute (IPCVA) in beef (Helsinki,
  Finland).
• Teaching chefs gt new products and how to cook
  it. gt end consumers.
• Promotion of networking chefs and producers.

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5) Professional cooks in Argentina value added
(cont.)

• Research on the Role of Chefs in the Agrifood
  Chain
• A questionnayre survey was carried out among 30
  executive chefs to establish how they perceived
  their participation in the chain.

• Question 1 What is your role in the agrifood
  chain?
• 43 of professional cooks consider they are the
  last link in the chain,
• 19 report having an institutional role as trend
  makers in the market,
• 38 engage in activities aimed at introducing
  changes to improve the market within
  organizations, e.g. promoting products,
• 44 are only involved in technological issues.
• Question 2 How do you obtain the raw materials
  for your plates?
• 33 of chefs look for appropriate suppliers to
  meet their occasional needs, except for certain
  products which require food safety assurance,
• only 8 seek out food producers directly and
  correspond with chefs residing inland, in places
  that are known for their high quality regional
  products,
• there is a trend to protect small entrepreneurs
  with their purchase.

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5) Professional cooks in Argentina value added
(cont.)

• Question 3 What is required to add value to
  agrifood products?
• 50 consider promotion as the major tool to add
  value to specialty products
• 30 believe in the design of finished dishes as
  opposed to select raw material,
• 10 believe they can exert some influence on
  food pricing, setting trends and training for
  consumption.
• Question 4 What would you need in order to add
  value?
• the main activities identified by the
  interviewees as tools that add value to agrifood
  products, are

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6) Conclusions.

• Argentine agrifood production has the lowest
  ranking on adding value index.
• In order to add value, producers would create
  netchains with professional cooks and keep in
  contact with end consumers.
• World cooking associations are well aware of
  consumer demands and could become a link in the
  chain from the field to the consumers plate
  given the daily contact cooks establish with
  consumers (several cases).
• Valuable information collected by chefs about the
  market in which they operate could help develop
  and promote products with more added value.
• Professional cooks are expected to become
  important partners for food suppliers. Not only
  can they offer products around the world, but
  they can also add value by disseminating the
  history, tradition and quality of Argentine
  products.
• The promotion of Argentine products would be held
  in conventions, seminars and fairs ordinarily
  attended by the CPCA every year. Argentine chefs
  would not only promote the products, they would
  teach how to cook them.
• A trained chef is, ultimately, a disseminator of
  knowledge, transmitting information at the work
  place and to customers. This adds value to the
  product and improves competitiveness throughout
  the system.

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• THANK YOU