ESTONIAN FOOD STRATEGY FOR 2015-2020

Kadi Raudsepp

Head of Export and Market Development BureauMinistry of Rural Affairs

GENERAL FACTS

Size of population: 1 315 635 ; 32% of

Estonia’s population lives in rural areas.

Population density: 30 residents per km2 (based on Estonia’s

mainland area).

Total utilised agricultural area: 1 003 505 ha

Arable crops growing area: 690 208 ha .

Share of agriculture, forest management and fishing in employment:

3.9%

GDP of all areas of activity in current prices: 20 916.4 million euros

GDP per capita in current prices: 15 896 euros

Share of agriculture, forest management and fishing in GDP:

2.9%

20% of our farmland is organic

SELF SUFFICENCY LEVELS

530

227

183

128

10080 73 71

60 57

0

100

200

300

400

500

600

Fish Grains Milk Beef Lamb andgoat meat

Potatos Pig meat Vegetables Eggs Poultry

Self sufficiency level in Estonia, %

7 969 7 923 7 926 8 082

8 702

795 800 799 735 822

10,0

10,1 10,1

9,1

9,4

8,4

8,6

8,8

9,0

9,2

9,4

9,6

9,8

10,0

10,2

0

1 000

2 000

3 000

4 000

5 000

6 000

7 000

8 000

9 000

10 000

2013 2014 2015 2016 2017

%

Mio

€

Total export of Estonian goods, Mio € Agri-food export, Mio € Share of agri-food exports, %

TOTAL EXPORTS OF GOODS OF ESTONIAN ORIGIN AND THE SHARE OF AGRI FOOD EXPORTS (2013-2017)

Source: Statistics Estonia, 14.09.2018 *Re-exports and estimations not included

Wheat; 85 Mio €

Raw milk; 71 Mio €

Cheese and curd; 60 Mio €

Bread, pastry, cakes, biscuits and other bakers'

wares; 48 Mio €

Barley; 44 Mio €

Sauce and preparations therefor; 37 Mio €

Rape, colza or mustard

oil; 31 Mio €

Fish fillets; 27 Mio €Yeasts; 25 Mio €Beer; 23 Mio €

Frozen fish; 20 Mio €

Prepared or preserved fish; 20…

Live bovine animals; 19 Mio €

Other groups; 312 Mio €

STRUCTURE OF ESTONIAN AGRI FOOD EXPORTS (2017)

Source: Statistics Estonia, 14.09.2018

Total 822 Mio €

21,6

17,1

12,5

6,85,75,13,2

1,1 0,0

5,0

10,0

15,0

20,0

25,0

2013 2014 2015 2016 2017

Shar

e in

exp

ort

val

ue,

%

Finland

Latvia

Lithuania

SaudiArabiaSweden

NetherlandsDenmark

MAIN DESTINATION COUNTRIES OF ESTONIAN FOOD EXPORTS 2013-2017

Source: Statistics Estonia, 14.09.2018 *Countries are listed according to their share in export value in 2017 (all except Russia)

STRATEGY FOR AGRICULTURE AND FISHERIES 2030

(Coordinated by Estonian Ministry of Rural Affairsand Estonian Ministry of Environment)

VISION

Estonian food is well appreciated and rural area is a great living environment

GOALS

1. Living and business environment in the ruralareas is attractive

2. Estonian agrucultural and fisheries sectorenterprises are successful

3. Estonian environment is well taken care of

4. Estonian food and local ingredients are safe, have good quality and are available forEstonian consumers

5. Estonian consumers make well informed choicesand the choices favor Estonian producers

SCHOOL MEALS

• General education is divided to pre-school, basic and upper-secondary education

• According to the Basic Schools and Upper Secondary Schools Act the school’s running costs will be covered by the school manager. In most cases, this means local governments.

• Local governments are authorised to establish, re-arrange and close general education schools. Local governments keep account of the number of compulsory attending children, ensure school attendance control, make arrangements for school transport and the provision of school meals and perform a number of related functions.

• The local government reserves the obligation and right to finance schools based on their actual needs.

• School meals are financed by the state and by local municipalities.

Local food is:

• Fresh

• Trustworthy

• Has accustomed taste

• Healthy

• Has stable quality

ESTONIANS LOVE LOCAL FOOD

74%

26%

74% prefers local food

BACKROUND

PROGRAMME „Estonian Food 2006-2008“ was developed and co-ordinated by theMinistry of Agriculture

Over 400 projects

• participation in trade fairs

• projects for children

• trainings for young chefs

• publication of cookbooks

• competitions of school canteens

• TV-shows

• promotion events at the Embassies

• Mapping of regional food

• Workshops

DEVELOPING THE NEW PROGRAMME

• New „Estonian Food“ working group was founded

• Several roundtables were held in 2014

• Working group consisted of 18 food sector organisations(representatives of farmers, food processing industry, chefs, schools and public sector organisations responsible for food)

• The strategic document „Estonian Food 2015-2020“ was signedby the minister of agriculture in December 2014

DEFINING ESTONIAN FOOD – MISSION IMPOSSIBLE?

Instead of defining concrete dishes or food products the core values of Estonian Food were agreed on. The campaigns and activities carried outduring the program should communicate the common values and messages.

VALUES OF ESTONIAN FOOD

- Four seasons that define the food on our plate

- Different and unique food regions

- Nothern climate, rich forests, lakes and the sea, fertile soil, naturalgrasslands that enable us to produce quality milk, cereal and meat

- Smart and professional producers, processors and chefs and smartconsumers with high demands on food thus the food we produce and consume is of high quality

- Estonian tradition to eat hot meals three times a day and the skills tocook

THE AIM OF THE PROGRAMME „ESTONIAN FOOD 2015-2020“

• To create and develop the image of Estonian Food both in Estonia and abroad

• To enhance the co-operation of food sectorplayers

• To develop new export opportunities forEstonian food sector enterprises

MAIN FOCUS AREAS OF THE PROGRAMME

• Projects targeted at Estonian market

• Projects targeted at foreign markets

• Projects targeted at pre-school and schoolchildren

MAIN FOCUS AREAS OF THE PROGRAMME „ESTONIAN FOOD 2015-2020“

Projects targeted at Estonian market

• Estonian Food Month in September (campaign to promote local food and food culture

• Selecting and promoting the food region of the year (Hiiumaa in 2016, Peipsimaa in 2017, Pärnumaa in 2018)

• Estonian Culinary Route (in cooperation with Estonian Rural Tourism Association)

• Open Food Industries Week

• Open Farm Days

Projects targeted at foreign markets

Organising promotional events in

target markets:

• Finland

• Germany

• China

• Sweden

• Japan

www.eestitoit.eewww.estonianfood.eu

Estonian Food Square4-6 July, 2014

AIM OF THE PROJECT

• To connect the brand „Estonian Food“ with the long and reputable history of Song Festival -> Estonian Food islike a Song Festival – something to be proud of

• To present Estonian Food on the biggest and importantcultural event in Estonia

• To promote Estonian Food and local food producers (bothtraditional and modern) to local audience as well as totourists, to prove that Estonian Food is somethingbeautiful, really tasty and worth to try

• To promote Estonian Food for foreign press (over 100 journalists) and with their help to the rest of the world

ESTONIAN FOOD MONTH

• In 2014 several food sector organisations agreed on that we need to set the focus on Estonian Food inlarger scale at least once a year

• September was picked to be the time of Estonian Food month since this is the time when crops are ripening in Estonian fields, gardens and forests and it is the richest time for Estonian cuisine

• In september many food festivals, fairs and workshops are already taking place in differentcorners of Estonia

AIMS OF THE PROJECT

To promote Estonian food and toencourage people to value local foodand food producers and productionmore

Selecting the Food Region of the Year

• The aim of the project is to promote different regions of Estonia

using local food and food related events as the main attraction

and reason to visit and explore Estonian rural areas.

• To help to boost local businesses (cafés, restaurants, guest houses,

farmers, food processors).

• To encourage to develop local tourism products and the

cooperation between local businesses.

Estonian Culinary Route

• Estonian Culinary Route is a cooperation project between Ministry of Rural Affairs and Estonian Rural

Tourism Association.

• Estonian Culinary Route is a network uniting around 200 local enterprises serving Estonian food.

• Common value of Estonian Culinary Route: fresh, delicious food made on site from local produce

• Slogan of Estonian Culinary Route: Estonian cuisine made with love

Members of Estonian Culinary Route

Cafés, restaurants, guest houses, farm shops, small food producers, breweries, wineries, cider farms offering

local food, organising food workshops, tastings and tours.

www.toidutee.ee

OPEN FOOD INDUSTRIES WEEK

THE AIM

To open the doors of Estonian food industriesand invite people to see how our food ismade.

PROMOTIONAL ACTIVITIES ABROAD

• Promotional events in Finland, Germany, China, Japan

• Promotion materials

• Presstrips

• B2B meetings

• Taste Estonia webpage

Promotional material and presstrips

In Helsinki

In Helsinki

In Beijing

In Tokyo

In Shanghai

In Cologne

Thank You!

© C

op

yrig

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