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Buen apetito, ! Local project, by ICCO & the Postcode Lottery

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

In Bolivia, deprived youngsters are trained as chefs who promote the traditional .

The demand for locally produced food increases and local farmers receive more money for their produce.

The result is a better life for poor farmers and for the youngsters who have better job-perspectives as chefs.

In short

Project name Buen Apetito, Bolivia! Applicant ICCO Country Bolivia Objective Increasing the demand for local, sustainably produced food by training youngsters as chefs who promote local dishes Target group Deprived urban youngsters and poor farmers in Bolivia Duration 3 years Requested budget € 1 325,607 Themes Local market development, food security, reduction, vocational education, sustainable and health Photos Gustu, MPB, ICCO

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

Menu Starter Introduction 4

Chef's special The project 5 For who? 6 What we are going to do 8 Planning 10

Dessert Results & impact 11

Dutch dishes Communication plan (summary): Tasty and Local 12

Our chefs Who are we? 13

Price list Budget 16 Annex: specified budget communication plan 18

Buen apetito!

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

“ I have unlimited confidence that we can improve the through food. My dream is that we can inspire a generation of young to create prosperity and hope by working together to exploit Bolivia’s food commodity basis” Claus Meyer, co-founder of the best restaurant in the world,

INTRODUCTION

Food concerns everyone and everything. Because everybody eats. We need food to survive and stay healthy. It is also a social event and a way to express culture and traditions. Food production is a source of income, but it is also closely linked to climate and nature. In short: food is related to people, health, culture, environment, society, economy and climate. Changing our eating habits affects all abovementioned elements. Food can also be a way to initiate development.

For this project we use food to create positive effects in Bolivia. Bolivia is one of the poorest countries in Latin-America, where more than half of the population lives below the poverty line of less than $ 2 per day. That represents 5 million people! And even though Bolivia is changing, the economy is slightly improving and is consolidating, the daily reality for most people remains challenging. The population grows rapidly. Many farmers move to the cities because of the miserable income in rural areas. But unemployment in the city is soaring. Problems like child mortality (1 out of 15 children doesn't reach the age of 5), malnutrition, bad health and low life expectancy are omnipresent. Young people in particular have few opportunities to improve their future and often get entrapped in crime. This project uses the Bolivian local cuisine to overcome these social and economic issues. We are going to cook against poverty and for a better life! How is that possible? Ensuring sustainable production and sustainable consumption of food by setting up a cooperation between the most important stakeholders

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery in the food chain: farmers who produce food, chefs who prepare food and consumers who eat food. Because together they can change the Bolivian food culture. And all the (positive) consequences ...

THE PROJECT

With this project, deprived youth in Bolivia are trained to become chefs and culinary entrepreneurs so they can build a better future for themselves. This is part of a broader strategy in Bolivia with which we aim to increase the market for locally produced food. But instead of starting with the farmers, whose income is very limited and who often struggle to survive, we start with the market by creating more demand for their products.

In their training as chefs, the youngsters cook with local ingredients, based on the traditional local cuisine. As chefs they serve high quality healthy food, prepared with local and sustainably grown produce. They are pioneers when it comes to promoting these local dishes and making the traditional cuisine popular again. The ultimate goal is to increase the demand for locally, environment friendly and animal friendly produced healthy food. That means that not only these young people benefit from the project, but also the other stakeholders in the food chain: local farmers who produce the ingredients and the consumers who eat the .

The importance of this project lies in generating economic opportunities for small farmers in Bolivia who grow healthy produce in a sustainable way and with a good market potential. Our approach stimulates that market potential by increasing the demand for these products. When the demand increases, the income of the local farmers and the living conditions of their families improve. At the same time, the trained youth will also have a better future as they can find a stable job as a . The project contributes to the improvement of public health too by means of healthier food. It contributes to environment and animal friendly food production and to a revaluation of the cultural heritage, the traditional cuisine and traditional knowledge about food.

Obviously we won't do this alone but in collaboration with others who have joined the Bolivian culinary movement. Besides producers, chefs and consumers, there are also other relevant actors involved in the movement such as companies, knowledge institutions, the public sector, service providers and NGO's. With this movement, Bolivia follows in the footsteps of where chef Gaston Acurio turned Peruvian dishes into for which he was awarded the Prins Claus award in 2009. The movement is already well established in Peru, but in Bolivia it is still in its infancy. With this project, the Postcode Loterij can give the movement in Bolivia a huge boost and promote the .

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

EATING HABITS IN BOLIVIA

More than 63% of the Bolivian population has bad eating habits. Essential sources of nutrients such as fruit, , dairy products and cereals are barely included in their diet. A survey on World Health Day in April 2013 showed that only 15% of the questioned people had eaten the above-mentioned products on that day. Meat is very popular for and dinner, but the consumed meat is not very nutritious. The popularity of has strongly increased in Bolivia too. Roasted chicken, fried potatoes and with ketchup is nowadays the most popular dish in Bolivia. These eating habits are reflected in what's available: 7 out of the 10 food stalls in sell junk food. Fast food is mainly popular because it is so cheap, but it’s not nutritious. Because fast food has ousted the traditional dishes, the nutritional value of an average in Bolivia has dropped considerably. The changing food culture is also tangible in rural areas where the demand for refined natural produce decreases more and more. This in spite of the fact that Bolivia has a great , with an abundance of natural produce. The highly nutritious for example, many types of fruit and vegetables and a large variety in cereals. Moreover, as many different indigenous people are represented in the country, Bolivia has a wonderful cultural diversity and plenty of traditional dishes. The ideal base for a versatile, high quality and nutritious cuisine!

“Bolivia is a country where you grow up having to fight hard for both your own and your family’s chances in life. But there is hardly a place in the world with greater biological diversity than Bolivia. To a chef Bolivia is a treasure. Together we will find the key, so that Bolivia’s food culture can become a driving force for social and economic progress and a source of unity and pride.” Claus Meyer.

FOR WHO?

This project targets the three most important groups in the food chain who will benefit from the project: chefs, producers and consumers of food.

I. Chefs The chefs in this project are deprived youngsters from the city of El Alto. The majority of these young people is born in rural areas but has moved to urban areas due to a lack of future prospects. Once in the city, they face poverty, crime, bad living conditions and a lack of perspectives. Most of them are of indigenous origin (Aymara, Quechua or another ). In general, most young people in El Alto can read and write, but on average they have been to school for 9 years only which means that most of them don't finish secondary school. And that greatly reduces their chances of a job with a reasonable income. Not finishing secondary school mainly has economic reasons: they can’t afford it (20%) or they have to start working (47%) but also family circumstances or pregnancies are often a motive to abandon school. Of the girls that quit school, 49% drop out because they have to do housework at home. The

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery youngsters who do have a job, often have temporary or unstable jobs. The lack of opportunities for these young people makes them vulnerable for a life in crime. El Alto has the highest crime rate in Bolivia.

EL ALTO

El Alto is a suburb of , situated on the plateau of the . It is one of the highest cities in the world and has a cold climate. El Alto is the fastest growing city in Bolivia because of the mass migration from countryside to city. In former times it was mainly a dormitory town but now the city is a hub for growing economic activity in trade and industry. Industrial growth and the increasing population also mean more pollution. Inhabitants on the edges of the ever expanding city struggle with polluted water and sewage problems. The city has the most inhabitants of indigenous origin in ; 79% is Aymara, 6% Quechua and 15% of mixed Indian/European origin. Cultural identity is very important in El Alto. The number of inhabitants was estimated at 928,851 in 2010 of which nearly 30% (278,965) youngsters between 10 and 24 years old. That makes El Alto the city with the second highest number of youngsters in Bolivia. Another huge problem in El Alto is malnutrition. As a result of poverty, and changing eating habits, 30% of the children is malnourished. Most inhabitants of El Alto don't know how to produce and prepare nutritious food.

II. Producers The producers are Bolivian small farmers of indigenous origin. Most of them live below the poverty line. Their meagre income often has to feed 4-5 people. They possess very little land (on average 0.5-1 hectare) which is often difficult to cultivate and not always very fertile. But Bolivia does have a great biodiversity and good ecological circumstances so that a large variety of nutritious local products can be cultivated with very few artificial manipulations. Like quinoa that originally grows in very few places on earth. And more than 1,500 varieties. There is a huge potential that is now underused due to the lack of demand for these products on the local market. With this project we stimulate that demand by teaching chefs to cook with these products. The dishes they learn to prepare during the , are all made with locally cultivated ingredients. Moreover, they learn how to keep the cost price of the dishes low so that people with little income can also opt for affordable, healthy and locally cultivated food. It is estimated that the 3,000 students will prepare about 250,000 meals in 3 years. The ingredients will be bought from about 400 farmer families.

III. Consumers

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

The direct consumers in this project are the lower and middle class inhabitants of El Alto. Due to a lack of money and the influence of the popular culture, they have (developed) bad eating habits; they mainly eat fast food which is the cheapest ($ 1.50 to $ 3) and the most available but has hardly any nutritional value. Malnutrition, overweight and diabetes are very common. The project wants to set up cookery schools in community centres and gyms where people can eat the food prepared by the students for very little money ($ 1.50). For 3 years, the consumers can buy cheap and nutritious food on a daily basis and close to home. This way, the largest obstacles are removed and healthy food becomes easily available. It is estimated that during the 3 years, about 2,000 families (about 8,000-10,000 people) will regularly enjoy these healthy and organic meals.

WHAT ARE WE GOING TO DO?

The general objective is to increase the demand for locally, environment & animal friendly produced healthy food by promoting the local cuisine.

The specific objective is to train 3,000 deprived youngsters of indigenous origin living in El Alto to become chefs who cook with local, nutritious, sustainably produced products so that: - They can find a good job as a chef and enjoy a sustainable income. - They make the local cuisine popular again by preparing local organic dishes, creating a demand for these dishes. - The sales of locally produced organic products increase which means an increase in local farmers' incomes. - People in El Alto start eating healthy organic food.

Approach & activities In order to achieve these objectives, the project will set up 10 schools in the city of El Alto. 3,000 Deprived youngsters of indigenous origin will be trained in these schools to become qualified chefs. The 10 schools will be set up for a 3-year period in existing community centers, gyms and canteens in El Alto where activities are being organized for youngsters such as sports, games, theatre, music etc. Canteens or restaurants will be set up in these centers where the visitors can buy meals, prepared by the students, for a very low price. On average, about 100 youngsters per day visit a community center. The project starts with the selection and preparation of the locations and the setting up of the schools, the purchase of equipment and utensils, the recruitment of the El Alto youngsters who could be entitled to the training and who are willing to participate, the development of a training program and training of the teachers. The extensive knowledge and experience of our partners such as Melting Pot Bolivia and the restaurant GUSTU is essential here. As they are already training the teachers and developing the training program for the cookery schools, the project can start rapidly. The aim is to have the first schools ready to go within 1 month after the start of the project.

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

The course itself offers a lot of practical experience through on the job training, in the as well as in the restaurant where the meals are sold. The training not only teaches how to cook and prepare local food, it will also teach the students service skills, restaurant management and entrepreneurship in order to be able to start their own business as culinary entrepreneur. Getting to know the local market is also part of the curriculum and relationships will be built with local farmers; they are producing the products in an environment and animal friendly. These farmers can register as reliable suppliers of fresh local produce, from whom the chefs buy their ingredients. This way, a network is created that directly links demand and supply, and where supplier and buyer directly respond to each other. The collaboration with the farmers is for the full project duration. Other activities that continue throughout the entire project are follow-up on how graduates do in the labor market, local promotion of the concept via local media and presentations for public authorities, and companies. The course itself takes 6 months, with 5 hours class per day, 6 days a week. If this is not feasible for a student (for example because he has to earn money as well), it is also possible to do the course over 12 months, for 3 days a week. Upon completion of the training, the students have complied with the norm of 720 teaching hours, set by the Bolivian Ministry of Education. At the end of the training, the graduates receive an official diploma, enabling them to apply for jobs as a qualified chef.

Every school has 2 shifts a day (morning and afternoon) of 5 hours each, with groups of 30 students per shift. That means that each school trains 60 students per semester. At the end of the 3-year period, 3,000 chefs, specialized in with local produce, will have been trained. With this, a good foundation has been laid for further promotion of the local cuisine. That promotion continues well after the project period; once the chefs have found a job, they will continue using their skills in cooking with local products. The schools themselves will therefore not be continued after the project period. Through a competition, school equipment and utensils will be dispatched to former students who want to start their own restaurant business. Students with the best business plans can win cookware and equipment.

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

PLANNING Overview of the number of students per school, per semester The project duration is three years 1st year 2nd year 3rd year and will start in May 2014, ending in School Semester Semester Sem. Sem. Sem. Sem. 1 2 1 2 1 2 April 2017. The first 3 schools will 1 60 60 60 60 60 60 start after the first month. The next 4 2 60 60 60 60 60 60 3 60 60 60 60 60 60 schools start 7 months after the start 4 60 60 60 60 60 of the project and the remaining 3 5 60 60 60 60 60 schools after 13 months. At the end 6 60 60 60 60 60 7 60 60 60 60 60 of the 3-year project period, a total of 8 60 60 60 60 3,000 youngsters will have obtained 9 60 60 60 60 10 60 60 60 60 a diploma and the schools will be Subtotal 180 420 600 600 600 600 terminated. Total 180 600 1,200 1,800 2,400 3,000

Below, an overview is given of the planning of all activities during the project period. Preparation 1st year 2nd year 3rd year phase Activities Teacher training and development of the training program Recruitment of youngsters Preparation school infrastructure Equipping the schools Registration of suppliers Training in schools:  School 1  School 2  School 3  School 4  School 5  School 6  School 7  School 8  School 9  School 10 Promotion and spreading the word Monitoring and evaluation

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

RESULTS & IMPACT

In total, 21,600 to 27,000 people will benefit from this project. After 3 years, the project will have achieved the following results for these people:  3,000 deprived youngsters of indigenous origin from El Alto are qualified chefs and can find a job with a reasonable income. About 60% will start working in small and medium-sized restaurants in El Alto or La Paz. Some (approximately 20%) will start their own business, for example in regions where tourism is developing. And a part (about 20%) will end up in top restaurants such as GUSTU where they continue developing their skills. That means a sustainable income for them and their families (on average 4-5 people), resulting in better living conditions for 12,000- 15,000 poor people in El Alto.  During the project period, it is estimated that about 250,000 meals will be prepared, using local ingredients. Those ingredients will be produced by about 400 farmer families, also composed of 4-5 people. The 250,000 meals have an estimated value of 400,000 Euro of which at least 10% goes to the producers. That means at least 100 Euro additional income per farmer family that normally lives with less than 2 per day. 1,600-2,000 people in rural areas will enjoy a better income.  The number of people that will eat these meals is estimated at about 8.000-10.000 urban consumers of the lower and middle class in El Alto; people who would usually eat cheap, unhealthy food, low in nutrients. In the centers where the schools are set up, they can get an affordable, healthy and nutritious meal, cooked by students. Their health improves and obesity, malnutrition and new cases of diabetes decrease.

Because of Bolivia's rich cultural heritage and many traditional dishes, its great biodiversity, a tradition of organic agriculture and a growing tourism sector, the Bolivian cuisine has a huge growth potential. It is therefore to be expected that the approach of this project will have a long term impact, for example:  Increased demand for local products, whose value increases  Increase of animal and environment friendly production methods and attention for the biodiversity  Decrease of youth unemployment

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

 Improved income and quality of life for all families that are part of the food chain  Improvement of public health and decreasing malnutrition, obesity and diabetes due to a better diet  Increased employment in the food chain and related sectors  Revaluation of indigenous traditions, culture and traditional knowledge about food  Increase of tourism attracted by the unique Bolivian cuisine  Decrease of crime in El Alto because of better perspectives for young people

COMMUNICATION PLAN (summarized)

Objective The aim of this communication plan is to show the Dutch public that projects like the one described above can be realized thanks to the collaboration between the Nationale Postcode Loterij and ICCO. It shows people that participating in the Nationale Postcode Loterij results in useful support for projects like this one.

Tasty and Local The target group is a crosscutting section of the Dutch population. The two most important components that this project has in common with that (broad) target group are: the trend of buying from local suppliers and the trend of 'pure' organically grown products. That is why we have chosen the name Tasty and Local.

Tasty and Local focusses on healthy, pure products from local farmers. The local farmers not only play an important role in the Bolivia project, but in the Netherlands as well. With this communication plan, we explain the added value of (eating) locally produced food and how that can contribute to economic development. That is how the Dutch public will learn about the importance of a project such as Buen Apetito, Bolivia.

We will promote the project in the following way: Phase 1 - An item in the Dutch television programme Koffietijd about Buen Apetito, Bolivia whereby the chef of the programme, Caspar Bürgi, will be promoting healthy dishes prepared with local products. - The Tasty and Local box: the participants in the Postcode Loterij will receive the Tasty and Local box as an extra prize, a box full of fresh local produce and appropriate recipes. The box is closed with a sleeve containing detailed information about the project. - Neighbourhood Dining: winners of the Postcode Loterij win a local (PR) event, “Neighbourhood Dining”; a fully catered neighbourhood party where dishes prepared with local products are served to the whole neighbourhood.

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

- Social media campaign- Facebook: For this campaign, people can post a photograph of a home cooked meal (preferably with local products) and win a culinary trip to Bolivia. Before loading your photograph, you first need to like the ICCO and Nationale Postcode Loterij page Buen Apetito, Bolivia. The project then appears on the page of all your friends. After that, your photograph appears with the request to like it. The more likes for your photograph, the more chance you have of winning; a jury also evaluates your photograph. In order to kick-start the social media campaign, (local) apples will be distributed in town and village centres accompanied by a leaflet explaining the Facebook campaign (off line promotion for an online campaign). Phase 2 - Radio campaign from ICCO about this project, explaining the support from the Nationale Postcode Loterij. - Moreover, the Tasty and Local box, a strong promotional tool, will be used in the second phase as welcome present for new members.

WHO ARE WE?

This project is carried out by the organizations mentioned below, which are involved in the Bolivian culinary movement (Movimiento Gastronómico Boliviano, MIGA). The vision of the movement consists of uniting all relevant stakeholders in the food chain in order to optimize together the potential of the Bolivian biodiversity and food culture. MIGA wants to rediscover Bolivia's culinary heritage and indigenous cuisine and generate jobs, improve people's incomes and increase the quality of life of all families in the food chain. From 16-20 2013, MIGA organized for the second time the fair, a meeting place where everyone in the food sector gets together: farmers, chefs, researchers, agriculture experts, entrepreneurs and consumers. In 2012, the fair attracted 40,000 visitors.

ICCO is a cooperative for international cooperation, working on a world without poverty and injustice for the last 50 years. As partner of enterprising people, ICCO stimulates entrepreneurship in order to improve living conditions of deprived people in developing countries. But in a sustainable and fair way, with equal opportunities and equal rights for everyone. In order to achieve this, we link enterprising people in with developing countries so they can make a change together. ICCO is active in 44 countries with 7 regional offices worldwide and an office in the Netherlands. This project will be carried out under ICCO's management from our regional office for America in La Paz, Bolivia.

Melting Pot Bolivia (MPB) is the Bolivian representation of the foundation Melting Pot, set up in 2010 by the Danish chef Claus Meyer. MPB stimulates sustainable economic growth and social development of vulnerable groups in Bolivia, in particular deprived youngsters but also refugees and other marginalized groups. MPB combines activities with regard to food, entrepreneurship and skills training so that youngsters can improve their living conditions and get an opportunity to build a better future for themselves. The first project of Melting Pot BBC Mundo item about GUSTU

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

Bolivia was the setting up of GUSTU, a restaurant in La Paz that also trains deprived Bolivian youngsters to become chefs. The GUSTU-concept is unique in the sense that all used ingredients and wines are 100% locally produced. At the same time, the haute cuisine restaurant symbolizes what the culinary movement promotes: healthy, sustainably produced local food based on a traditional cuisine. The restaurant opened its doors in April 2013 and was well received. When carrying out the project Buen Apetito, Bolivia, MPB is responsible for the technical advice and training curriculum for the this project as the organization already has experience with training chefs (via GUSTU).

CLAUS MEYER

”It is all about giving and about being grateful. It is about taking care of each other ánd the Earth. It is about rejoicing in the face of one's opportunities and about creating something original and valuable together."

Claus Meyer is a Danish chef, entrepreneur and co-founder of the famous restaurant Noma in Copenhagen, acclaimed as best restaurant in the world in 2010, 2011 and 2012. He is also the driving force behind the Nordic Cuisine Movement, a movement that introduced a new approach to food, based on local culinary traditions and by using pure, fresh products, environmentally and animal friendly produced in their own environment with attention for taste and health.

Meyer has been trying to improve the food culture in for the last 30 years, giving everyone access to healthy food of good quality while taking care of our planet. But he is also active in other parts of the world, in Bolivia for example. He is convinced that better food can also have a positive impact on the environment and on the social and economic circumstances of deprived people.

With this vision in mind, he founded the Foundation Melting Pot in 2011 in order to help marginalized people to improve their living conditions via food-related projects. Gourmet restaurant/cookery school GUSTU in La Paz is an great example.

Claus Meyer is also co-owner of several companies, he has his own cookery programme on Danish television, for years already, and he has written several cook books, he gives lectures and works as a consultant.

IBIS is a Danish NGO with an office in (amongst others) Bolivia. IBIS focuses on children and young people and helps them to stand up for their rights. For this particular project, Ibis will work with the indigenous youngsters with regard to education and work.

CEBIAE, or the Centro Boliviano de Investigación y Acciónes Educativas, is an institute of education that, through educational development, aspires equality and a fair society. Together with MPB, CEBIAE trains teachers for culinary programmes and also for this project. i3 Social Impact is an organisation that invests in innovations and social strategies to improve the quality of life of deprived communities. Together with MPB, i3 Social Impact works for this project on the setting up of the cookery schools in existing gyms and canteens in El Alto where youngsters get together. On average, these locations welcome about 100 youngsters per day. El Alto has many empty buildings and together with micro financing institution Banco Sol, i3 tries to organise that a number of these buildings

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery can be used for activities aimed at young people such as music, theatre, sport or English classes. And cookery classes...

The National Postcode Lottery This project is funded by the Dutch National Postcode Lottery. The Postcode Lottery was founded in the Netherlands in 1989 with the aim of raising funds for charity. 50% Of each ticket they sell goes to charity organizations working on people and planet worldwide. ICCO has been a beneficiary of the Lottery since 2007.

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

BUDGET

1st year 2nd 3rd Total Own Requested % € year year € contribution amount € € € I. Staff costs 10 schools 170,241 228,813 228,813 627,867 77,692 550,175 42 1 General coordinator 13,846 13,846 13,846 41,538 41,538 (USD $ 1,500 per month) 1 Education coordinator 9,231 9,231 9,231 27,693 27,693 (USD $ 1,000 per month) 2 full-time teachers per 69,231 138,462 138,462 346,155 346,155 school ($ 750 per month each) 1 chauffeur ($ 300 per 2,769 2,769 2,769 8,307 8,307 month) Social charges (16.67% 15,933 27,582 27,582 71,097 71,097 for all employees) Teacher training 22,308 0 0 22,308 22,308 0 (MPB) Technical advice (MPB $ 36,923 36,923 36,923 110,769 55,384 55,385 4,000 per month) (Ibis, MPB)

II. Capital 138,462 0 0 138,462 1,154 137,308 10 Renovation costs 10 11,538 0 0 11,538 1,154 10,358 schools (an average of $ (i3) 1,500 per school) Furniture for kitchen 23,077 0 0 23,077 23,077 and restaurant (an average of $ 3,000 per school) Kitchen equipment 76,923 0 0 76,923 76,923 ($10,000 per school) Kitchen utensils ($ 1,500 11,538 0 0 11,538 11,538 per school) Computer ($ 500 per 3,846 0 0 3,846 3,846 school) 1 minibus 11,538 0 0 11,358 11,538

III. Operating expenses 75,616 150,077 150,077 375,770 42,692 333,078 25 Gas, water and 6,462 12,923 12,923 32,308 32,308 electricity ($ 140 per school, per month) Internet and business 3,231 6,462 6,462 16,155 16,155 mobile phones ($ 70 per school, per month) Maintenance of 2,308 4,615 4,615 11,538 11,538 equipment and furniture ($ 600 per school, per year) Learning materials for 46,154 92,308 92,308 230,770 230,770 students (note blocks, uniforms, recipes, etc) $ 100 per student Ingredients for the 7,846 15,692 15,692 39,230 19,615 19,615 cooking ($ 170 per Income: food school, per month) sales Cleaning costs ($ 100 4,615 9,231 9,231 23,077 23,077 0 per school, per month) food sales Maintenance and fuel 1,154 1,154 1,154 3,462 3,462 minibus Student exchange ($ 500 3,846 7,692 7,692 19,230 19,230

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery per school, per semester)

IV. Local promotion 4,615 4,615 4,615 13,845 0 13,845 1 Promotion of the 4,615 4,615 4,615 13,845 0 13,845 concept in Bolivia

V. Communication in 53,203 53,203 53,204 159,610 159,610 12 the Netherlands

VI. Administrative costs 44,249 43,671 43,671 131,591 0 131,591 10 and contingent expenses Organisational costs 30,974 30,569 30,569 154,060 154,060 (7%) Contingent expenses 3% 13,275 13,102 13,102 39,479 39,479

Total in Euro 486,386 480,379 480,380 1,447,145 121,538 1,325,607 100

Explanations regarding the budget: - the unit prices are expressed in US dollars in the left column as the is used in Bolivia for local prices more so than the Euro. In the rest of the table, the Euro is used, applying an exchange rate of 1 Euro = 1.3 USD. - The annex includes a breakdown of the costs for budget section "V. Communication in the Netherlands".

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

ANNEX: COST BREAKDOWN COMMUNICATION PLAN

Below, an overview of the estimated costs for the Tasty and Local Campaign is given.

Concept development and elaboration

Campaign images (including photography) € 6,990.00

Sleeve Tasty and Local box € 2,680.00 Sleeve € 2,680.00 Various campaign flyers and folder € 3,660.00 Branding Neighbourhood Dining € 2,200.00 Facebook action (including implementation, testing and hosting) € 11,600.00

Radio campaign (including recording and buy outs) € 9,800.00 Additional prizes Neighbourhood Dining (2x) € 24,000.00 Tasty and Local Box (1,200 units) € 36,000.00 Production materials and media procurement Production branding Neighbourhood Dining € 4,000.00 Various printed materials (sleeve, folders) € 6,000.00 Media procurement Radio campaign (assuming average rates incl. € 50,000.00 charity discount, 580 GRPs over 3 weeks, target group: 18+ & winner Total € 159,610.00

The budget is based on a number of basic assumption points. First of all the fact that the costs for a regular featuring in Koffietijd will come under the current sponsor agreement between the Nationale Postcode Loterij and Koffietijd. That means that possible media procurement and production costs are not included in the budget.

Moreover, the costs for 1,200 Tasty and Local Boxes and two Neighbourhood Dining parties are included. In principle, we assume that additional prizes could be raffled (like for example the bicycle action in 2009 with 20,000 units) which then have to be financed with the prize money as the total budget for the project wouldn't be able to support this.

And finally, for the calculation of the budget has been assumed that the discount action on the Tasty and Local Box does not result in additional costs for the project as the difference between the buying price and selling price will give us a sufficient margin to be able to offer a considerable discount.

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Buen apetito, Bolivia! Local food project, by ICCO & the Postcode Lottery

PARTNER OF ENTERPRISING PEOPLE

ICCO

Joseph Haydnlaan 2a PO Box 8190 3503 RD Utrecht The Netherlands +31 (0)30-6927876 www.icco.nl

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