Report: Cocreation workshop: 1 February 2018 Participants: Organisatie / Organization Naam / Name Kaasmakerijen/dairy: Baliehof Kaas- en Zuivelboerderij Luc Callemeyn BVBA Oostendorp Louis Oostendorp Ferme du Vert Antoine Bernard (excused) t Reigershof Leen De Haeck t Groendal Johan Deweer CARAH Laetitia Peeters Adrien Archoeu Overige/others: Certia Interface Maison du Design Flanders' FOOD Ondernemerscentrum West-Vlaanderen Certia Interface POM Oost-Vlaanderen Flanders' FOOD VIVES Roeselare POM West-Vlaanderen UGent (masterstudent) AMS Ornella Aveko Manueline Caseau Raf Geenen Johan Gheeraert Frédérique Martin Tom Pauwels Seppe Stroo Lien Van den Broeck Katelijne Vancleemput Kimberly Frans An Cosaert
The workshop started with a short presentation about whey: Whey is a by-product from the production of cheese. The composition of whey mainly exists of water (94%), lactose (4,5%), protein (0,6%), minerals (0,5%) and potassium (0,14%). Whey has the highest biological value of all known proteins which means it is full of essential amino acid compatible with the human body and whey has many branched-chain amino acids. 90% of the milk will be whey and 10% cheese. Sweet whey comes from salty cheeses and sour whey comes from creamy cheeses. After the presentation of whey there was an introduction to the methodology of cocreation and the planning / aim of the day. To get to know each other in a quick spontaneous way, we introduced a group opener. Everyone should tell his name, organization, skill(s) and a secret. Used protocol: - 10 min intro - 20 min idea generation using mind maps or flower association - 20 min idea generation by combining 2 keywords from the flower association on a paper, writing new ideas on post-its underneath - 15 min optimization, adding ideas - 10 min clustering of ideas - 10 min idea selection: o 5 blue stickers: needs testing o 1 white stickers: fast implementation - lunch (45 min) - 10 min intro - SWOT per idea -> 10 - Roadmap -> 4 Idea generation The group was split in two to begin the brainstorm. The technique used was flower association. A flower with the main word whey and 6 keywords (in this case characteristics): liquid, sweet, healthy, proteins, lactose and cold. The intention was to find as many words that came up seeing these keywords without thinking of whey.
After writing down all these words in the flower association, everybody picked 2 random words each word coming from a different keyword group. By matching these 2 words and now keeping whey in mind, you can find new ideas you never thought of before. The new ideas can all be arranged by categories: food, non-food, health, process and others.
Idea selection Each participant had the chance to vote using small stickers (dots): - 5 white ones for ideas they like and - 1 blue dot for an idea they can start with immediately. Ideas fast to implement, from high to low score: 1. Animal feed (pork) 2. At the farm 3. Soft drink 4. Drink for sports people 5. Diet 6. Frozen 7. Energy source 8. Pancakes
Ideas with potential but less easy to implement, were ranked according to the amount of dots.
Idea description The group was split again to make a SWOT for the ten ideas with the highest score. In a SWOT you described the (internal) strengths and weaknesses of the product and the (external) opportunities and threats for the product. SWOTS: 1. Bread 2. Ferment 3. Meat substitute 4. Nutritious drink 5. Pasta 6. Whey in a restaurant 7. Soap 8. Flavours 9. Vinegar 10. Water ice In annex the SWOTS were presented one by one. Out of these SWOTS, 3 were selected and for each one, a roadmap was made. A roadmap describes the steps you have to take from start to finish. A fourth roadmap was made on a topic more general: the promotion of whey itself. Roadmaps: 1. Ferment 2. Promotion of whey (new topic, not in SWOTS) 3. Water ice 4. Nutritious drink Underneath you can find the images of the four roadmaps:
For every roadmap they explained the actions for the future briefly. Ferment: - Fermentation was seen as a source of energy, not as a fermented drink - One of the participants had experience with small fermentation units (pocket fermentation) and said it is not that easy to make it work - The added value is making energy, however it is not that high or efficient No intention to take further steps Promotion of whey: - Whey is a healthy product, so it can be used directly as a drink or as an ingredient by chefs and individuals - Ask ourselves: does our target group (chefs, individuals, local health shops) want/need this - Because people / chefs do not know it there is a need of promotion, farm product, local brand like 100% West Flemish or equal in Wallonia and region Haute France - Find out what is necessary for the selling of fresh whey - Every farm needs some kind of bottling machine, maybe this can be bought collectively and co-used - The campaign will promote the product whey and will spread a brochure. In this brochure you ll find the health aspects / characteristics of whey and some easy recipes - We will also promote these recipes Within the project we can do a quick market survey to estimate the demand for fresh whey If there is a demand a business model can be created and the cheese farmers will be contacted to see if they can cooperate in a new project that POM can facilitate with extra funds (EFRO, ) if necessary. The project would entail: process adjustments needed, calculation of the breakeven point, cooperation possibilities (one brand, one bottling machine, joint promotion material) Water ice: - Ice made of whey and fruit(s) can be made on farms which host tourists. - It will be made on the farm The master thesis student of UGent Industrial Design will develop some recipes, if it works this can be combined with the promotion of whey Nutritious drink: - Making drinks is an intensive business, it needs a lot of research to come up with a product that s compatible with the amount of whey on the company and the volume will always be linked to the volume of produced cheese
- If we can find an easy to make and healthy cocktail to be made at the farm, this idea can be linked to the idea of expanding the range of farm products Easy DIY (do it yourself) recipes can be searched for, to add in the promotional brochure that would be developed in the road map promotion of whey
ANNEX