On the 2nd of October, at Unimc / Università degli Studi di Macerata (Polo Pantaleoni), the Entrepreneurial Discovery Process Event (EDP) took place!
Prof. Alessio Cavicchi, which coordinates the FoodBiz project, presented all the steps made by the University since 2009 to involve local actors and students in a path of co-creation for innovation and local development in the wine&food and tourism sector.
More than 40 people took part to the event: firms, local authorities, students, schools, associations and representavives of the local community.
In a second phase, according to the Open Space Tecnhology, participants split into groups discussed about Enogastronomy and Sustainability in terms of Internationalization & Rural Branding and Professionalism in hospitality.
The importance of networking and training have been highligthed, also looking to the idea of creating a hub in which the university can play a facilitator role among several actors, providing education, support for project design and opportunities for sharing and exchanging knowledge.
The University of Gothenburg and Svinesundskommittén organized the Entrepreneurial Discovery Process (EDP) workshop on September 16th 2019, under the aegis of “FOODbiz – University and business learning for new employability paths in food and gastronomy” project.
The EDP workshop was held at the School of Business, Economics and Law (University of Gothenburg), and took place in the afternoon following the morning event on “Swedish Gastronomy: a Global Success” which attracted many participants from the Swedish Gastronomy Academy, restaurateurs, hospitality and food entrepreneurs. These stakeholders together with Master students from Marketing in the Service Economy course at the University of Gothenburg, researchers, and public bodies attended the EDP workshop. Participants jointly co-created innovative project ideas addressing the role of restaurants in supporting more sustainable food consumption practices.
The event was organized by the PUEB partner at the Poznan University of Economics and Business in Poznan city, on 31st of May 2019. The theme of the meeting covered 3 issues as outlined in Foodbiz Handbook: 1)agree-food chain, 2)gastrotourism 3)ICTs and agri-food.
First, the participants were invited to listen to three presentations prepared by specialists within the above themes, specifically following issues were presented and discussed: 1) fairs as a part of agree-food chain and its role in promotion and distribution of regional products, 2) regional gastronomy in tourism and challenges for regional restaurants to create a tourist experience, 3)promotion of regional restaurants in social media and building effective on-line communication. Next, the participants were divided into 3 focus groups; their task was to solve specific problems related to concrete issues. The leading motifs underlying the specific tasks were the subjects from the presentations. The focus groups were led by PUEB Foodbiz team members with active help of presenters if necessary.
At the end of event, all groups together discussed the conclusions and shared their opinions.
36 questionnaires were collected after the event. Based on the evaluation results the workshop was an interesting event for participants. They were very satisfied the overall organization and quality of the items delivered. Also, there was a positive feedback about the things they have learnt.
The Entrepreneurial Discovery Process (EDP) Workshop With new Technologies to new Guests was organised by the Faculty of Tourism and Hospitality Management Opatija, University of Rijeka, in partnership with the Kvarner regional Tourist Board. The aim of this workshop was to (1) detect and analyse the level of knowledge and application of modern information and communication technology in restaurant operations in the Kvarner region. For this aim, students of FTHM conducted an on-line presence analysis of restaurants in the Kvarner region. The sample of restaurants for this research (2) To define the role and importance of online presence in restaurant business (web sites, social media,…), define opportunities, identify challenges, barriers and make relevant conclusions and offer concrete suggestions and solutions for application in science and business practice. The workshop started at 9.00 AM and ended at 15.00 PM.
One of the main goals of every market – oriented business entity, in the context of a restaurant is profit. In order to achieve this goal efficiently and effectively Information and Communication Technology is being applied increasingly and intensively. The focus of the workshop is on attracting new guests to the restaurant by using modern on line concepts and solutions of information and communication technology. A restaurant without Wi-Fi, without a website, without social networking, without online marketing, without an adequate online strategy, is nowadays almost unimaginable and certainly does not have a long-term future on the gastro scene. Almost 80% of restaurant visitors claim that technology innovations improve their experience, especially if they result in a faster service in any way. Looking at the business processes and their relationships in the context of ICT application in the restaurant business three important relationships can be emphasized a) On line presence – attracting new guests, b) ICT solutions – increasing direct sales c) ICT solutions and online digital presence – keeping permanent guests and impact on bringing new guests based on good reviews and comments. Attracting new guests through digital channel promotions is not viable without online presence. Providing high quality digital on-line presence is a complex activity that is measured based on a large number of factors. Website and other online content needs to be optimized for the search engine. A good SEO (Search Engine Optimization) needs to be done. SEO is a process for optimizing a large number of factors to ensure the best position in SERP (Search Engine Results Page) processed by the Google Algorithm. If this process is optimized and efficient, it will lead to an increase of the volume and quality of traffic on the page. Conceptually all channels in the on-line presence of a restaurant, as a business entity should direct the traffic to the restaurant web site. Increasing direct sales by using technology can be leveraged by introducing online orders, using in house additional restaurant apps, implementing different discount coupon models in other words enabling interaction, ordering and payment with mobile devices at the restaurant. Keeping in focus the retention of existing guests and bringing new guests based on positive experiences of “old” guests, special attention should be focused on on-line reviews. On-line reviews (experience of other people) is becoming an increasingly important factor in choosing a restaurant. Smart technology integration in restaurants with an efficient SEO optimization process can increase online visibility, boost the brand and steadily inflow new visitors to ensure a good position in an increasingly demanding market.
The 2nd Croatian ERASMUS+ FOODBIZ workshop, held on 14 th of February 2019 was organised in partnership and in the premises of “Primorsko – goranska Kasetica” a regional public institution charged with promotion of local and regional autochthonous food products. The workshop was attended by over 40 participants, among which were researchers, students, local producers of food as well as experts from areas of business consulting, design and marketing. At the very beginning of the workshop the students presented the results of their own research of food souvenirs in Primorsko – goranska county with the main result that the island of Krk is most advanced in terms of visibility of autochthonous food as a souvenir. After the student research results discussion, prof. Marija Cerjak from University of Zagreb followed with a lecture on importance of locally grown food as an additional motivation for food products purchase. Emphasising the importance of European quality and origin certification of food products. Jana Blažević Marčelja from STEP RI Science and Technology Park of University of Rijeka held a lecture on strategic pricing of food as a souvenir, along with optimal price setting recommendations grounded in the Rational Choice Theory framework. Designer Nela Dunato concluded the workshop emphasizing the importance of product labels design with a demonstration of good and bad label design solutions of food as a souvenir.
The 2nd ERSMUS+ FOODBIZ Problem Based Learning Workshop Croatia was based on concepts of co-creation and joint learning between students and business players in an interdisciplinary environment.
The University of Gothenburg and Svinesundskommittén organized the Problem-based Workshop on food tourism in National Parks under the aegis of FOODbiz project. The workshop was held in Kosterhavet, Sweden’s first Marine National Park on February 1st 2019, and addressed how to the Kosterhavet and Ytre Hvaker Marine National parks could better develop their food tourism potential. Bachelor students from the “Tourism and society: an introduction” course at the University of Gothenburg, food and tourism entrepreneurs, and public bodies within the area attended the workshop with the aim to jointly co-create potential solutions and ideas for food tourism development.
Taste of Wielkopolska event was organized by the PUEB partner in NH HOTEL in Poznan city, on 26th of June. The workshop aimed at discussing various issues in the food industry in Wielkopolska region that would provide information important for the further steps of the project, e.g. what is the level of general knowledge about the food sector, what are the challenges, which products could represent the region etc. One of the main points was food testing: all the participants (28 people including producers, distributors, researchers and students) had the opportunity to try regional delicacies. As the starting exercise participants proposed 3 products each that could represent the region. The experience itself aimed at discussion on what food product represents the Wielkopolska region the best. Participants were intensively involved in discussion and short exercises. They found the #Foodbiz project important and interesting. Based on the discussion on the regional food in Wielkopolska it has been found that the main problematic issues in the industry include: there is no enough support for entrepreneurs from the regional authorities; there is a lack of what can be called typical regional food products; and many others. To sum up, participants agreed that issues such as promotion of products and generally cooperation are the most important do discuss during next meetings.
The workshop was organised in cooperation with Kvarner region and city of Kastav Tourist boards. The main topic of the workshop was pairing of autochthonous wine with autochthonous food products. An expert oenologist opened the workshop with the topic of autochthonous wine. A special emphasis was given to one of the wine sorts of the sensory analyses – Kastav belica. The participation was free and limited to 30 participants regarding the sensory analyses. The actual number of participants attending the workshop was 40 but this number also includes the Faculty staff, speakers and a journalist. The participants ranged from researchers, students, professors, business players (producers and hospitality industry representatives) and public sector representatives such as regional chamber of commerce representative, City of Kastav, County of Primorsko – goranska, Kastav tourist board and Kvarner region tourist board were mostly represented. The workshop started around 10.00h as planned and all activities were over by 14.30. The extra time was on account of concluding remarks discussion. The autochthonous wine and groceries were purchased and/or donated from local food producers of Kvarner region, of which some attended the workshop. The results of ratings of various autochthonous food and wine pairs were processed during the workshop. They were presented to the participants at the end of the workshop by prof. Greta Krešić, PhD from the Food and Nutrition division of the Faculty of Tourism and Hospitality Management in Opatija. The surveys from the participants showed strong positive perception of autochthonous products as generators of rural development with positive effects on the preservation of cultural heritage. They also perceive that their originality must be preserved. The conclusion of the workshop was that Kastaf belica is now already recognized as an autochthonous trademark and wine brand of the city of Kastav. The tasters accepted and graded both wines of autochthonous sorts very well overall. The findings of the workshop also implicate that there is a large unused potential in pairing of Kastav belica and autochthonous food. Namely the Kvarner shrimp and curd cheese. These findings can be used in additional promotion of the region of Kvarner as tourist destination but also in the promotion of producers themselves.
On September 4th 2018, around 70 students from Marketing in the Service Economy course, Svinesundskommittén, the industry, municipalities and other stakeholders met at the School of Business, Economics and Law in Gothenburg to attend the experiential workshop on Scary Seafood. By means of a co-creational approach many ideas, strategies and potential innovations emerged. The experiential workshop was organized as part of #FOODbiz “University and business learning for new employability paths in food and gastronomy”, together with the Scary Seafood project – providing the scary seafood species – and the Maritime development in Bohuslän project. The workshop ensured cross-fertilisation among different research projects involving the School of Business, Economics and Law. The experiential and transdisciplinary approach and engagement of multiple stakeholders made the workshop an innovative and fun learning experience.
The #Foodbiz event was organized within the course “Economics and marketing of agrifood” of the University of Macerata implemented in the first semester of the academic year 2018-2019, thus starting in October and ending in December. Before the beginning of the course, a questionnaire aimed at understanding the level of awareness of the students about the labour market, and their most preferred methods of learning had been administered. On the basis of results, and taking into account insights collected from the agrifood sector’s employers also in the first VeryMarche workshop, educational activities have been organised in order to alternate theoretical classes and seminars to practical, problem-based activities. Students were required to formulate potential solutions to the “problems” of the agrifood sector, particularly focused in communication and branding, in the Region where the university is located: the work was carried out in groups, and implied a collection of field data. Most of the field data, while students are invited to collect further information autonomously, were provided by means of several workshops organised for the purpose. Students were very active and engaged when included into a process with the community: to the other hand and so far, both taking into account the process and the workshop itself, small producers tended to be very supportive and open minded with students, by accepting also criticisms and proposals: this element should be further exploited, as it creates links that can be useful for employability purposes. The workshop started at 19.00 and ended at 23.00, at MYmarca, with a slight delay according to the programme, due to the number of attendants (66 participants) and the active participation.