Food Marketing Platform based on Science based Agriculture and Food - - PowerPoint PPT Presentation

Food Marketing Platform based on Science‐based Agriculture and Food Culture

Takaharu Kameoka Takaharu Kameoka Mie University, Japan

Ubiquitous Network Society in 2010 (u‐Japan)

MPHPT Communications News, March 11, 2004, Vol. 14, No. 23

1960 1960-

• 1970

1970 1980 1980-

• 1990

1990 2000 2000-

• Mass-production・

Mass marketing・ Mass consumption High growth →Stable growth Shrinkin f Era of low growth From the mechanism to be bought Mass consumption Supply＞Demand Producer-driven Demand＜Supply Circulator-driven Shrinking of demand Customer- to be bought To the mechanism to be recommended Mass Marketing Strategy Direct Marketing Strategy Personal Marketing Strategy driven Vendible gy gy Ｗｅｂ２．０ Ｗｅｂ１．０ Appearance of Mass Convenience Vendible System media/TV CM stores/ Large Discount shop

One Way Information

Interactive Information M i /B k Magazine/Book /TV Shopping HP Blog ＳＮＳ Shared site Announcing System Word of mouth μBlog ＣＧＭ

CGM(Consumer Generated Media) CGM(Consumer Generated Media)

PC Network PDA

Upload Upload

：Share

p Uplad

Cell phone

U

Flat（Equality）

ＡＩＤＭＡ Consumer behavior model (Real World) Consumer behavior model (Real World)

• Before CGM

A i

• Before CGM
• For advertisement and

i Attention promotion

• AIDMA as a consumer

Interest behavior

• Idea based on mass

Desire marketing strategy or direct marketing Memory g strategy Action

Come to an end when getting Come to an end when getting thrown off the market Development of new product

Customer behavior in the Internet age（AISAS）

Media TV/Radio Maga ine Massage Baoard Blog Voluminous information more than media And “pure”.

Share Attention

TV/Radio, Magazine SNS Auction SPOT ADS Official Web Site

Interest Action

blog Affiliate Search Amazon kakaku.com blog Affiliate Community Auction C i ith t diffi lt Yahoo Comparison without difficulty Information on the lowest price Reale value is also known Search thoroughly

Paradigm Shift in Marketing Concept Paradigm Shift in Marketing Concept

Entrance Important subject Method Result

Approach to start from sale

Old

P d Market Profits by subject

Old

Production Product Market Promotion Profits by Mass sale

Approach to start from market

N

Customer segment Total M k ti Profits from Customers’ satisfaction Customers’ t

New

segment aimed at Marketing satisfaction and good business relationship request

Consumer Behavior

CGM CGM

・ blogs ・ BBS ・ microblogs ・ Twitter

Input of New Knowledge = Promotion

Cultural Extension Cycle Quality

p g

Food Culture

Consumer Behavior

・ Popularization of Products (word-of-mouth)

Modification

Food Culture

(word-of-mouth) ・ Quality Requirement on Products

Quality Primary Production

N it f C lti ti R i

Primary Production

・ Commodity Production (satisfying the required quality) ・ Necessity of Cultivation Recipe

Cultivation Recipe

・ Production of required quality products

Food Marketing Platform g

Server(Agri‐Cloud) ALFAE Food Academy ALFAE ・Science‐based Agriculture Food Academy ・Consumer Education Consumer Marketing Platform Farmer Food Artisan

・CGM ・Agri Servers & Sensors

(Aeon) ALFAE

・CGM ・Customer’s Behavior （AISAS） ・Agricultural Products with Quality Spec ・Agri‐Servers & Sensors ・Cultivation Recipe ・Characteristics of Agricultural Products ・Agricultural Products with Quality Spec

Internet

Agricultural Products with Quality Spec

Why such system necessary?

Quality requirement from Foreign Country Regulations that needs to be dealt with

• Functional Quality

・Eating Quality Sweet Sour Bitter Crisp etc

• Standardization of Agricultural Products

(Standard, Making criteria obligatory, Enshrining into Law)

・Organic JAS

Sweet, Sour, Bitter, Crisp etc. ・Appearance Color, Shape, Size ・Others

Organic JAS ・Revisions to residue standard of agrichemical

• Scientific approach to standardization of

agricultural products ・Good Agricultural Practice (GAP)

Others Smell, Weight etc.

• Componential Quality
• Ethical Quality

Good Agricultural Practice (GAP)

GlobalGAP SQF2000 JGAP ・New ISO for quality control of Agricultural

Ethical Quality (Social Responsibility)

・Safety ・Display

New ISO for quality control of Agricultural products ・ISO22000, ISO14000, ISO9000 ・SA8000 ・Guideline for Traceability

Display ・Traceability ・Environment ・Human rights

y ・Guideline for special cultivation display

• Validation by third party

g Science‐based Agriculture using Agri‐Server is easy to deal with above‐mentioned regulations.

Activity of Food Artisan by Aeon ‐Create Ancient Value in the Next Generation‐

Succession of Regional Food Culture Regional Industrial Development Building of Confidence and Pride Quality p Activity of Food Artisan

Own Food in Each Region

Regional Brand as a Daily Commodity

in Each Region

･Collaboration among Academic, Business, and Government ･Marketing ･Food Education

y y Extraordinary Commitment to Food Brand Certain standards Production Volume

Activity of Food Artisan

Customer University Research Organaization All for the customers’ satisfaction Producer Local Government

Activity of Food Artisan Activity of Food Artisan

Japan

Miscellaneous cereals Olive Sakurajima‐Radish Annoh‐sweet potato

ALFAE

Area‐wide e‐Laboratory for Food, Agriculture and Environment

http://www.alfae.org

i d f h i i l l Aggregate corporation made up of the experts in Agricultural ICT

The ALFAE is the driving force for realizing a human‐based economic and social system in the world maintaining an appropriate balance and social system in the world, maintaining an appropriate balance among food, agricultural and environmental objectives. The feature of the ALFAE is the collaboration between industry, government, universities and citizens, who are cooperating to build social ethics and lead life environments in the right direction. Soon comes the new digital era we will undertake our mission using Soon comes the new digital era, we will undertake our mission using computer networks as a communication tool for enhancing human nature. Th ALFAE i i i h i f P di Shif f i l The ALFAE is aiming at the creation of Paradigm Shift for social development, cultural succession and the enhancement of Quality of Life for everybody.

Cahir: Takaharu Kameoka , Mie Universitｙ

y y

Components related to Food Culture Components related to Food Culture

Food Production

Environment

Food Production

F d

か

Food Safety Food Security

Food Culture

Food Quality

Projects of ALFAE

• Agriculture: Science‐based

Agriculture: Science based Agriculture Agriculture

Arrangement and Extension of its Thinking Way ICT Application in Cultivation

Science‐based Agriculture g

Whole Image Whole Image Whole Image Whole Image

2008‐2011 Project of MAFF

Whole Image Whole Image Whole Image Whole Image

General Farmers

Crop Calendar Fruits of Work

Browsing Knowledge Data FS Cultivation based on data Real‐time Data

Server

Browsing

Record of Field Investigation

Breakaway from Agriculture of

（Cloud） eKo GPS BirdCam？

Agriculture of Feeling and Experience！

BirdCam？

Instructors Farmers

Kanayama Pilot Farm, Mie Japan

Sensor Network in the Mandarin Orange Field

eKo Wireless Node eKo Wireless Node ＩＰ－ＶＳＡＴ FieldServer eKo weather station eKo Wireless Base Eｍー５０

Allocation of eKo in the Field

Node2 Node4 Node3

Allocation of eKo in the Field

Node4 3m Node1 Field Server

L d

(b) (a)

Field Server

Base Station

Field Server

Legend

(c)

z 1 3

Field Server Base Station

2 4

Nodes

Sensors for eKo Sensors for eKo

(a) (b)

Watermark Sensor

Wind Speed & Direction

( ) (c)

Decagon EC-5 Weather station

(d)

Weather station

(d)

Temperature/Humidity

Sensor

Agri‐Server N Fi ldS ‐ New type FieldServer ‐

Web of Agri server Web of Agri‐server

Sensing Information in Agriculture

Light Light

Photosynthesis : 6CO2＋12H2O → C6H12O6＋6O2＋6H2O

E i l I f i Agriculture

H2O

Reflection

Transpiration (Latent Heat)

Photomorphogenesis Environmental Information Whether

• Temp. / Humidity

Wi d di ti Agriculture Environment： Measurement: ○ Control：×

Glucose O2

Photomorphogenesis Wind direction Wind velocity Pressure/ rainfall Insolation/CO Control：× Plant： Measurement: ×

Leaf Surface Temp.Ts

Insolation/CO2 Soil Information Temp. Water content Control: ○ ・Measured Data Record

CO2

Air Temp. T0 Infrared Radiation （when Ts>T0）

Sensible Heat （when T >T0）

Respiratory Water content pH/EC Mineral Structure/ Soil microbe Data Record ・Model Very Important!

H2O

K P P P N

Ground Temp. Tg

（when Tg T0）

p y Mmetabolism

H2O O2

Structure/ Soil microbe

H2O

K P K K K K K P P P P P

H2O H2O H2O

N

Organic matter：Decayed by Soil microbe Aggregate Structure Acescence pH6～7 humic substance

N

P j f ALFAE Projects of ALFAE

• Food： Food Academy

Food： Food Academy

Regional Food Cultural Succession and Its Branding C Ed ti th h Fi ld E i Consumer Education through Field Experience

Why Food Artisan and ALFAE collaborate? Public Point of View

“Communication tool connecting food to agriculture” was offered on the Internet with public brand image. Agriculture Food

Consumer

“Food Artisan” by Aeon

Agriculture Various Industries Tourism Culture Support by academic, business, and government

Declining Food l i

and government

Culture in Regional Area

Food Culture Food Culture Culture Culture

Regional Area(Japan) Regional Area(Japan) Regional Area(Foreign Country) Regional Area(Foreign Country)

The Web Page Development for Cultural Inheritance

The Olive Project in Shodoshima Japan

Project Summary Tourism

6 Contents

Agriculture & Environment Education Food & Culture English

Projects of ALFAE

Business Ow ners

j

Server

Agri-Cloud

Server PC: 1,000,000,000 (2008) 2,000,000,000 (2014) Cell phone:3,300,000,000

Guideware

Users

Thank you very much for your kind attention! for your kind attention!