IDF World Dairy Summit 2016 - Day 3

Published 21 October 16

The aim of IDF World Dairy Summit 2016 is to make a difference by facilitating dialogue with stakeholders of the global dairy sector, including views from outside, on how dairy can sustainably contribute to feeding 9 billion people.

AHDB Dairy’s Izak van Heerden, David Cotton and Chris James are at the conference this week. 

IDF

Day 3 - Highlights and take home messages

Animal Welfare:Attachment -1

  • Consumers are increasingly seeking assurances around animal welfare. I felt that UK welfare standards overseen by Red tractor, are common to and probably more advanced than American Human Association. It appeared that our welfare standards flow through the food chain more effectively also.

 

Development of the dairy sector in Africa

Speaker: Dr. Kipkirui Lang’at, Esada, Kenya

  • Tetrapak is projecting to see a nearly 50% increase in liquid dairy consumption from 15 billion litres in 2010 to almost 25 B in 20202. Africa milk consumption is currently lowest in the world 52 litres per cap/annum less than 10% of world consumption, refrigeration and culture of liquid not solid milk products  but vary across Africa in Kenya is 100 litres /person/annumAfrica IDF Slide
  • Africa’s biggest challenge is infrastructure for any dairy farming as we know it, too hard to move feed in and product out,  that coupled with economic and political instability makes it unpalatable for outsiders to invest and governments have bigger issues to face than investing in infrastructure. Saying that China is subtly moving in in some countries.

 

Affinity Group Communication.

Steve Perch from Google advertising solutions highlighted digital trends in food and dairy:

  • 20% of consumers say on-line is influential in their purchasing decisions.
  1. Strong is the new skinny  -  get fit not get thin, 30% say physical activity is important to their identity.  63% who exercise pay attention to protein that they eat. Semi-homemade for the family  -  meal kits  -  saving time but being a chef
  2. Functional foods,  e.g. foods for skin, to fight colds, that keep you awake, put you to sleep, all searched for on line. Stock management  -  help consumers manage their fridge  - how long do foods last, become a trusted source for info.
  3. Smartphone as sous-chef, 60% take their phone or tablet into the kitchen when cooking.  Recipe remixes  -  sharing recipe variations on line  -  let the consumer engage
  • Digital video on line has grown five fold on line since 2011 with 10/16 influential teen stars came from YouTube. 

Jonas Sondergaard, Arla

Affinity groups i.e tribes have been around for centuries!

  • Lurpak Germany - supper clubs, Arla Protein UK, targeted at overachievers.
  • Use of geo targeting, when the target goes near a fitness club a banner comes on their smart phone telling where they can get Arla protein nearby after their work out.
  • Zoë Kavanagh, NDC Ireland partnered with the institute of Irish sport for a themed targeted ad session up to the Olympics. Powered by Dairy.
  • Social media and digital crosses all boundaries so common messages are important, no room for lies but good reason to work together for Dairy

Technical Tour

Chris James and David Cotton attended the technical tour hosted by Lely where they spent the whole day learning about the whole process and philosophy behind the development and advances of AMS or robotic milking over the last 20 years.

They saw the manufacture of the kit from nuts and bolts through to machine where up to 25 a week can currently be made. They visited two farms where the robots are in action and the farmers were both using them as an opportunity to have other jobs away from the farm, but with the view that they are not just doing the day job to support the farm. However opportunity to grow in the Netherlands is limited.

Lely now milk 1.4 million cows around the world which is nearly the same as the production as Holland.

The key is making good use of all the data they now have to benefit every Lely customer so there are now Lely FMS advisors working to make all of their farmers profitable and sustainable for a healthy happy industry for years to come.

An excellent philosophy and after seeing the second farm in full action David could see where this could work.

 

Summary 

“An excellent few days in Rotterdam made better by meeting people from all over the world whose common denominator is milk. Some inspiring speakers, topical subjects, attendees from all levels of the dairy chain and plenty to think about” David Cotton