<< Back to Introduction page
OSG MARKETING GROUP - REMIT
Background
1. Working in partnership with the The Organic Stakeholders Group the Executive has delivered substantially on the objectives of the Organic Action Plan and is keen to support informing future developments in the organic sector.
2. In supporting this further development the OSG is faced with a wide ranging agenda. Coupled with this is the fact that there is limited time available at meetings of the OSG in which to explore specific issues in the necessary depth. In view of this it has been agreed by the OSG that where necessary, sub-groups of the OSG can be established to address specific issues in depth this (eg Technical Organic Aid Scheme issues).
3. The Scottish Food & Drink (SF&D) Organic Project has to date run along side the Executives Organic Action Plan and is designed to help the industry exploit market opportunities. It's principal objective is to bring together the key organic organisations to develop practical solutions which support industry development and work closely with the OSG. As part of the 04/05 workplan, the Steering Group is exploring different options for the future.
4. The OSG at its meeting of 28 September 2004 agreed that the work of the SF&D Organic Project should be taken forward as part of the Organic Action Plan and overseen by the OSG. Further, it was agreed that this would require the creation of a new Marketing Working Group to drive forward developments.
5. The remainder of this paper sets out a draft remit for the new group.
Purpose
6. The OSG Marketing Working Group will help the industry to exploit key market opportunities through contributing to policy and developing practical solutions. It will build on the work carried out by the SF&D Organic Project (October 2004).
7. Its remit will therefore include:
- Identifying the essential elements in developing an integrated supply chain.
- Supporting the organic sectors ability to take advantage of an integrated supply chain to:
o Support the building of business capabilities & industry information resources
o Support the development of routes to market
8. Other market-related means of improving long-term industry competitiveness will also be considered.
9. At strategic level the Working Group will contribute to the:
- The objectives of the Executives Partnership Agreement for supporting the food industry
- A Forward Strategy for Agriculture
- The Executive's Organic Action Plan
- Scottish Food & Drink Strategy
10. Wherever possible, operational activity will be integrated with generic support mechanisms (eg SF&D Foodservice Project, Farm Business Review, and Marketing Grants). Organic-specific solutions will be developed where a clear business case exists.
Funding
11. SEERAD will meet the costs of providing Secretariat support for the Marketing Group. Funding for specific activities will be sought on a case-by-case basis.
Membership
12. As the group aims to drive forward a specific agenda, rather than consider broad policy areas, it is important to keep it small and focused. The following membership is therefore proposed:
Ron Vass SEERAD (Organic Policy)
Elizabeth Baird SEERAD (Marketing & Processing support)
Nick Cooke SOPA
Anna Ashmole Soil Association Scotland
Timothy Brink BDAA
David Lamb/Ceri Ritchie SAC
Caroline Bayliss SAC (Market Link)
Susan Beattie Scottish Enterprise
Jennifer Pickthall SEERAD (Secretary)
13. Input from other organisations (eg SAOS, Rural LEC's Scottish Consumers Association) will be sought as required. New members can be added to the group if the need arises.
14. While direct representation from industry (both producers and processors) is difficult to achieve, it is vital that the Group connects with its customer base. Mechanisms will be developed to ensure that the wider organic industry is aware of developments and can contribute ideas, without having to sit on the Group itself. As a first step minutes of the Groups meeting and papers will appear on the Executives Organic site and other organisations will be encouraged to do likewise.
Objectives
15. The Group will set detailed objectives for 05/06 and outline objectives for the next 3 years that will be agreed by the OSG.
16. These objectives will build on the work of the SF&D Organic Project and take account of the recommendations from the SQW/ADAS research and the Soil Association processor survey.
17. Suggestions for the 05/06 workplan are attached at Annex A.
<< Back to top
Industry impact
18. Based on the objectives, the anticipated outputs and industry impact will be agreed. These could include:
- A further evaluation of the Organic Supply Chain Development Processor Project in 2007.
- Increase sales in UK retail and foodservice markets by x%
- Increase in number of companies involved in retail, foodservice and direct marketing.
- Increase in business turnover and business lines of existing companies involved in retail, foodservice and direct marketing.
- New models of collaboration developed to access markets and existing models working more effectively.
Operating processes
19. SEERAD will provide the Secretariat for the Group which will be chaired by one of the sector bodies on a 6 monthly rotating basis. This will follow the existing pattern from the SF&D Steering Group. The first Chair will therefore be Nick Cooke, followed by Anna Ashmole, then Tim Brink.
20. Group meetings will be held 2 monthly at the outset, moving to quarterly as it becomes more established. All group members will input to the agenda which will be set by the Chair. Minutes will be produced within 1 week of meetings to enable key actions to be progressed. A forward plan of meetings will be agreed annually.
Timescales
21. To enable the Group to be fully operational and delivering activity by 1 April, work will commence in January 2005. The SF&D Steering Group will hold its last meetings in January and March and the new group will have separate meetings on the same dates (1 pm to 3.30 pm). The proposed dates are:
- 24th January.
- 7th February, facilitated session.
- Thursday 17th March 2005 (alternative date Friday 18th March).
22. To develop a robust plan for next year, and ensure delivery from 1 April, it is proposed that the first meeting has the following objectives:
- Confirm group remit, membership and how it will operate
- Agree outline plan for 2005/06
- Work up detail for high priority activities
23. Subject to the agreement of the Group it is proposed that anA external facilitator be engaged to could helpsupport the planning process. If this is agreed an additional event would be arranged for February 2005.
Annex A
OSG MARKETING GROUP
SUGGESTIONS FOR 2005/06 WORKPLAN
Immediate priority
1) Help the organic industry access opportunities within the UK retail sector through raising the organic profile.
2) Help the organic industry access opportunities within the UK foodservice sector.
3) Encourage Support and support organic businesses to collaborate on market and supply chain development (building on recommendations from the Market Link project).
4) Produce a hard copy Scottish organic food guide for consumers.
Medium term priority
5) Provide marketing support for organic SMEs.
6) Provide tailored support for category-specific issues (eg soft fruit infrastructure development).
Longer term priority
7) Explore export opportunities for organic businesses.
<< Back to top