Fresh Studio develops a dairy farm monitoring system

HANOI – ‘I am impressed to see how FrieslandCampina has worked successfully with local farmers to increase the production of fresh milk in Vietnam.’

Locally produced fresh milk now makes up 19% of national milk production,’ international cooperation minister Ben Knapen said yesterday after visiting a model farm and a milk processing plant in southern Vietnam. Both are owned and managed by FrieslandCampina.

Dairy communities
FrieslandCampina aims not only to boost production, but to develop ‘dairy communities’, Mr Knapen was told. Through education and training, the company has already helped 3,000 small farmers meet quality and sustainability standards, and collaborate with arable farmers who produce animal feed. FrieslandCampina organises the collection, processing and distribution of milk throughout Vietnam: from grass to glass – no mean feat in such a large country.

Fresh milk
The average farmer in Vietnam has 10 cows. Farms are generally many hours drive from the nearest milk factory, which supplies some 120,000 shops. Fresh milk is not easy to come by in Vietnam. Three-fourths of all milk products are made from imported raw materials, like milk powder. Demand for fresh milk products far exceeds supply. So FrieslandCampina is working with Heus, Wageningen University and Fresh Studios to increase fresh milk production by setting up ‘dairy development zones’.

From aid to trade
Mr Knapen’s visit to FrieslandCampina concluded his visit to Vietnam. He was interested in how the shift from aid to trade is being made. The Netherlands will end its bilateral development relationship with Vietnam at the end of this year (which year?), in favor of an economic relationship built on the knowledge and experience gained from development co-operation, and the expertise of the Ministry of Economic Affairs, Agriculture and Innovation.

At the end of his visit, Mr Knapen flew to Tokyo where he will attend the World Bank Group’s annual meeting.

Source: www.rijksoverheid.nlAlso interesting to read:

Development of dairy farm monitoring system

For one of our clients, Fresh Studio developed a simple, cash-based farm monitoring system and conducted a trial with four dairy farmers in Cu Chi District, HCMC, Vietnam.

Background

In order to obtain better insights in farm economics and performance of individual dairy farmers, Fresh Studio developed a smallholder dairy farmer monitoring system. This will help farmers to improve their farm management.

In addition, the monitoring system will help farmers to get easier access to loans. There is currently limited access to finance for dairy farmers in Vietnam which causes difficulties to smallholders who want to scale up their operations. To provide access to loans for farmers, the financial performance of farms should be quantified. In this way dairy farmers can, for example, show banks how much free cash flow they are generating to repay a loan.

Approach

Fresh Studio developed a dairy farm monitoring system to quantify the actual cash that is generated with dairy farming in Vietnam. Furthermore, we give dairy farmers information on key performance indicators as average milk production per cow, costs per kg of milk produced and share of inputs on total costs.

In order for dairy farmers to comply easily with the system, it focused on actual input. Farmers recorded their inputs in a simple booklet that distinguished different types of inputs.

A trial with the dairy farm monitoring system is conducted with four dairy farmers in Cu Chi, HCMC. At the start of the trial the stock of all inputs was recorded. During the trial farmers registered their actual inputs as well as cash expenses in a booklet. Every two weeks (one period in the monitoring system) a Fresh Studio consultant visited the farmers to collect the booklets and at the end of the trial stock was recorded again.

Outcome

Fresh Studio completed the trial with a farm report for each farmer which included the revenue/outputs and all expenses/inputs and summarized the (financial) performance of the dairy farm. In addition a benchmark was made which showed the performance of an individual dairy farmer compared to the group.

Private GAP implementation for large wholesaler

Upon request of one of world’s largest wholesalers we developed a private standard on good agriculture practices (GAP) with a specific focus on food safety.

The standard, guaranteeing full traceability from farm to fork, is tailored to two distinct fresh categories: vegetables and fish. Next a training program was designed and all actors along the production chain were trained in the implementation of the new standard. To date a team of Fresh Studio auditors audits the contracted farmers and suppliers annually. A random sampling program is being executed, continuously monitoring the correct standard implementation at farm level. Quality controllers check the incoming products daily at the client’s platforms (Hanoi, Dalat and Can Tho) for further distribution to all the stores in Vietnam.

Working with a multitude of small scale farmers was one of the main challenges in realizing consistent volume and quality supply. The close collaboration between agronomists and QA staff has proven vital in the realization of the QA program. This program is unique in Vietnam and sets our client aside from competition in terms of food safety.

A significant side effect of the standard implementation is that a whole village started to follow the example of the GAP farmers in keeping their fields and surroundings free of litter and waste.

Private label introduction for fresh products

Already operational in Vietnam is dedicated in delivering its customers the best and safest food quality in its fresh food category. Design equals strategy and creativity? (fruits & vegetables, fish & seafood, meat) a multi-national wholesaler approached Fresh Studio to revitalize its customer communications.

Since most of the effort in sourcing quality products was considered somewhat invisible to this client’s customers, the objective of the communication strategy was to create relevant and attractive positioning, resulting in a preference for the client’s label by professional buyers at purchasing outlets.

To enable transparent sourcing activities for its customers, the client planned to introduce one of its private labels in its fresh food category to the local market.

The aim was to distinguish premium quality fruits and vegetables from other brands and labels, and from bulk produce.

Fresh Studio was responsible for the research and development of the private label positioning, and the communication strategy. The assignment included the development of visual marketing materials.

Marketing and branding for avocado sector development

Fresh Studio was approached to design and manage a large scale not-for-profit project to develop an avocado market in Dak Lak province.

The DAKADO project used a value-chain approach where farmers, collectors and traders were linked to buyers and consumers in order to establish a sustainable business network for the marketing of a high quality avocado brand. For more info, see: www.dakado.vn

The DAKADO project entailed the Fresh Studio Marketing Team being responsible for the stimulation of domestic demand for avocado through a consumer awareness campaign, first to introduce, and then to develop, this high quality avocado brand. The project included an extensive consumer campaign in retail outlets of Saigon Coop Mart, Metro Cash & Carry and FiviMart in HCMC and Hanoi, in 2007 and 2008.

By specifically marketing the quality DAKADO brand, by allowing price premiums of more than 40 per cent to cover increased production costs, and by realizing higher profit margins for all agents involved (from retail to farmer), the project succeeded in creating the first traceable fruit in Vietnam.

That consumers were willing to pay higher prices for premium fruits was an eye-opener for modern retail in Vietnam. Prior to this, it has always been assumed that Vietnamese consumers cared more about price than about quality when purchasing fruit.

Growth strategy consultation and brand portfolio management

Our client faced significant changes in global trade with the entrance of multiple new players tightening the playing field. This resulted in higher quality product requirements at lower margins with more complex and fragmentary distribution structures.

In their approach to us, our client requested assistance in revitalizing and optimizing their sales and marketing strategy.

By using a step-by-step approach, closely collaborating with client teams in sales, marketing, production and finance, we guided the client in the development of a business strategy for future growth.

The assignment resulted in a focused 5 year strategy, with clear objectives for portfolio and brand management.

Consumers at the starting point for new product development

Our client required a better understanding of the current market for (safe) vegetables and identification of opportunities for the future development of a new safe vegetable chain.

Fresh Studio was hired to design and conduct the consumer and market research, and to translate the insights into concrete strategy recommendations.

In realizing a demand-driven safe vegetable supply chain, our client wanted to kick-off their project with market and consumer research to provide them the insight for making strategic project choices.

Our aims included:

  • Understanding the current size and structure of the (safe) vegetable market
  • Understanding consumer behavior, motives perceptions and preferences regarding the consumption of (safe) vegetables
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