20131129 FFF El punto de vista holandés_Kees Gooijer

5-6-2012 0

El punto de vista holandés

Mr. Kees de Goejer.

5-6-2012 1

Kees de Gooijer

TKI Agri&Food, TKI-BBE

Kees = “case”

TKI = Topconsortium for Knowledge and Innovation

BBE = Biobased Economy

5-6-2012 2

Content

1.Why?

2.The current Dutch system

3.Some European thoughts (why is it difficult)

4.Governance

5.Q & A

6.NOG: START NATIONWIDE, ROLL OUT LATER

(KIC)

5-6-2012 3

Woody Allen (1953): why food?

Three existential questions exist.

1. Why are we here?

2. Where do we go?

3. When do we eat?

Maybe to be added: What do we eat, Which wine to choose?

5-6-2012 4

Driver #1: Health

Many chronic diseases food-related

• Coronary

• Cancer

• COPD (w.o. astma/allergy)

• Limbs

• Obesity

• Sleep apneu

€ 2.3 billion

€ 0.4 billion

€ 0.6 billion

€ 1.0 billion

€ 2.5 billion* VWS okt-2003

* McKinsey 2012:

0.5 direct, 2.5 indirect

5-6-2012 5

Obesity..

5-6-2012 6

Michelangelo’s

David

After 2 years

in the US…

5-6-2012 7

Obesity Trends* Among U.S. Adults

BRFSS, 1985 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14%

5-6-2012 8



No Data <10% 10%–14%

5-6-2012 9



No Data <10% 10%–14%

5-6-2012 10



No Data <10% 10%–14%

5-6-2012 11



No Data <10% 10%–14%

5-6-2012 12



No Data <10% 10%–14%

5-6-2012 13



No Data <10% 10%–14% 15%–19%

5-6-2012 14



No Data <10% 10%–14% 15%–19%

5-6-2012 15



No Data <10% 10%–14% 15%–19%

5-6-2012 16



No Data <10% 10%–14% 15%–19%

5-6-2012 17



No Data <10% 10%–14% 15%–19%

5-6-2012 18



No Data <10% 10%–14% 15%–19%

5-6-2012 19



No Data <10% 10%–14% 15%–19% ≥20%

5-6-2012 20



No Data <10% 10%–14% 15%–19% ≥20%

5-6-2012 21



No Data <10% 10%–14% 15%–19% ≥20%

5-6-2012 22



No Data <10% 10%–14% 15%–19% ≥20%

5-6-2012 23



No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

5-6-2012 24

(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14% 15%–19% 20%–24% ≥25%


BRFSS, 2002

5-6-2012 25



No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

5-6-2012 26



No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

5-6-2012 27



No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 28



No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 29



No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 30



No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 31



No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 32



No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 33


BRFSS, 2011 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person, method changed)

No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

5-6-2012 34

EU Trends

1980-2005 Females

5-6-2012 35

Females

1980-1984

© International Obesity TaskForce 2005

% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

5-6-2012 36

Females

1985-1989


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

5-6-2012 37

Females

1990-1994


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

5-6-2012 38

Females

1995-1999


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

Self Reported

data

5-6-2012 39

Females

2000-2005


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

Self Reported

data

5-6-2012 40

EU Trends

1980-2005 Males

5-6-2012 41

Males

1980-1984


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

5-6-2012 42

Males

1985-1989


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

5-6-2012 43

Males

1990-1994


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

Self Reported

data

5-6-2012 44

Males

1995-1999

% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

Self Reported

data

5-6-2012 45

Males

2000-2005


% Obesity

< 5 %

5-9.9%

10-14.9%

15-19.9%

20-24.9%

≥ 25%

Self Reported

data

5-6-2012 46

Top sector

Agri & Food

The Dutch growth

diamond

5-6-2012 47

Position of Top sector Agro & Food:

€ 29 billion direct added value

Total contribution including distribution, retail and hotel & catering € 48 billion G€ 50

40

30

20

10

0 Total

added value

48.8

Distribution

19.7

46%

54%

Direct added value

29.1

Suppliers2

13.4

52%

48%

Processing

9.4

Primary production

6.3

Distribution/Retail

Hotel & catering

Services

Industry and goods

5-6-2012 48

Three opportunities

5-6-2012 49

Do more for less: develop sustainable, innovative

food production systems - Sustainability across the

whole Agro & Food chain

Primary production in NL

Processing Industry Distribution Retail / Hotel &

catering

Water usage

Energy usage

CO2 reduction

Waste flows

Packaging

Ecosystem / Recycling

Animal Welfare

Sustainable imports

5-6-2012 50

Primary production

Processing Distribution Retail/Hotel &

catering

Healthy food

De consument wil...

Sustainable food

Improved/more healthy crops

Functional ingredients,

less salt and saturated

fats

Hygienic distribution of fresh products

Healthy preparation methods

No animal suffering

Optimisation of raw material use

Minimisation of CO2 emissions

Sustainable packaging, sustainable cooling

Convenient food Production of long-life products

Ready sliced products Regular delivery Improved portion size for ease of use

Tasty food Breeding for taste Optimal processing to

retain aroma and flavour

Packaging to retain maximum quality

Improved preparation methods

1

2

3

4

Examples of value creation across the chain

Greater added value: focus innovation on health,

sustainability, taste and convenience

5-6-2012 51

Management team

Top team 2.0

Emmo

Meijer

Michel

Post

Medy van

der Laan

Paul

Jansen

Vacancy

Project team EL&I

(secretary)

+

LTO

FNLI

CBL

Workstream Leaders

Knowledge

&

Innovation

Jan van

Rijsingen

Internatio

nal

Educati

on

&

Labour

market

Public

support

SMEs &

Regions

Sustainability

Governance

Cees ‘t Hart

Hans Hoogeveen

Noud Jansen

Martin Kropff

Casper Meijer

Jan van Rijsingen

Robert Smith

Bureau

5-6-2012 52

Governance TKI Agri&Food

5-6-2012 53

TKI’s position

Government

Business

Science

TKI

industrial relevance,

scientific excellence

TI Food and Nutrition

Corporate Presentation

5-6-2012 55

The innovation process

5-6-2012 56

TI Food and Nutrition: Our partners

5-6-2012 57

Nutrition & Health

Food & Structure

Food & Safety

Consumer Behaviour/

Communication

Sense of well-being

Body shape Resistance Quality of life for the

Elderly

Kids Health

Avoidance of chronic diseases

Feel totally secure about food

Best behaviour for own

well-being

Social interaction

Great taste

Great con-

venience

Great texture

The building of the plan: Start with

consumer needs

5-6-2012 58

Increase sero-tonergic activity

Scientific targets

Optimised fatty acid

composition

Personalised diet composition

Regulate inflammation

............

Anti-oxidative networking

Research programme

TIFN Progr. Dir.

.........

Improve mood

Prevent cognitive decline

Functional targets

Avoid fractures

Maintain mental performance

Avoid sensory loss

Underlying needs

Maintain muscle function Avoid sleep disturbances

Main needs

Quality of life for

the Elderly

World market Above 1 billion and growing

Indication market size

The building of the plan: Link with

business opportunities

5-6-2012 59

Scope of the Innovation Contract

• Industry-demand driven

• Public-private financing ratio; target: 50/50 in 2015

• Public budget 2012: 56 M€ (excl. Existing like TIFN):

• DLO 34 M€ (Industrial research)

• TNO 12 M€ (Industrial research)

• NWO 10 M€ (Fundamental research, 2014/15: 30 M€ + ...)

• In 2012 building on existing projects/programs of DLO, TNO and NWO

• TKI benefit (8.6 m€) based on cash investment in public knowledge infrastructure

• SME valorisation pilot (3.4 m€) for feasibility and SME innnovation project (SME contribution 60%)

5-6-2012 60

Biggest change

Less free money to spend.

Much more money in the form of “bodies”.

Amazingly more money from the National Science

Foundation – if we (the sector) get our act

together.

5-6-2012 61

Industrial

Research (towards application,

50% public)

assesm

en

t

demonstration (Prototyping,

scaling, 25%

public)

Implemen-

tation

assesm

en

t

assesm

en

t fundamental

research (knowledge

creation, without

application in

sight, 85% public)

bu

sin

es i

mp

act

revie

w

Knowledge Push

Market Pull

The Funnel – EU definition for R&D state

support (law!)

Long-term Vision: Large companies

Short-term Dynamics: SME’s

Note: Fundamental # universities, Industrial # GTI’s !

5-6-2012 62

5-6-2012 63

PPP: The Cultural Challenge

The Industrialist • Driven by external needs

• Clear goals with shareholder

commitments

• Commercial confidentiality

The Academics • Self directed

• Next step defined by

yesterday’s results

• Free exchange of ideas

“Industry tries to cheat us” “Academics never deliver”

So it can be expected that it will

be difficult to build a mutually

trusting relationship…

Source: Tim Cook, the ISIS project, Oxford

5-6-2012 64

“Managing” your relationship with a

university

The University You

Like leading an elephant with a thin rubber band: Walk along with the elephant

In whatever direction it wants to go

Until it gets used to you,

Start to pull gently on your rubber band.

If you pull too hard, or too suddenly: You will break your rubber band, and

Have no further influence over the elephant.

5-6-2012 65

Investments up to sales

5-6-2012 66

Idea test Feasible? Innovate

TU Delft U Twente

TI Pharma

Green

Genetics

TNO

WUR

TIFN

HAS Den

Bosch

Friesland

Foods

Resato

Aquamarijn

UM / Nutrim RUG

And SME’s ?

5-6-2012 67

What good are those brokers?

• Create a climate of open innovation and interaction.

• Brokerage of concrete innovation projects wsa SME:

• Define the business case:

• bring parties together,

• build the consortium,

• (make) create project-

(proposal).

• Free.

5-6-2012 68

Frans vd Berg

General Wouter de Heij

Processing

Nico Heukels

Consumer behaviour

Kees den Uijl

Sensory &

Structure

Peter Sakkers

Functional

Ingredients

Brokers: call them!

Marc Oude Luttikhuis

Chain approaches

Albert Zwijgers

Food & Health

5-6-2012 69

Europe...

http://hans_hulswit.tripod.com/imagelib/sitebuilder/misc/show_image.html?linkedwidth=actual&linkpath=http://members.tripod.com/hans_hulswit/sitebuildercontent/sitebuilderpictures/europe-northwest.jpg&target=tlx_new&title=Home

5-6-2012 70

Internationaal

A HEALTHY DIET FOR A

HEALTHY LIFE

http://www.food-future.eu/nc.html?PHPSESSID=cggt0hi6u844ii34ip22f0kon0

5-6-2012 71

Kees de Gooijer

TKI Agri&Food, TKI-BBE

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20131129 FFF El punto de vista holandés_Kees Gooijer

Health & Medicine