Nuffield international news May 2013

International Chairman - STUART WRIGHT - Tel: (64) 03 318 3897, Email: [email protected] International Secretary - JIM GElTCH - Tel: (03) 5480 0755, Email: [email protected]

2013 contents 2 Chairman’s Report - Stuart Wright 2 Nuffield International Calendar 3 2013 Contemporary Scholars Conference - Liam Stokes, Jake Freestone 8 ‘Nuffield is a laughing matter’ - Karen Daynard 9 ‘Proud to be part of it’ - Jean Lonie 10 Report from Australia - Terry Hehir 10 Latest Scholar reports 11 Report from New Zealand - Julian Raine 11 Report from The Netherlands - Elise Keurentjes 12 Report from Canada - Barb Stefanshyn-Cote 13 Report from Ireland - Bill O’Keeffe 13 Report from France - Sarah Singla 14 Report from the UK - Stephen Watkins 15 ‘Successes and failures in niche markets’ - Djûke van der Maat

Highlights... n “as we develop and refine the way the nuffield international association operates, these meetings are crucial in ensuring all countries have a say in the direction, funding and structure of the shared international program,” explains Chairman, STuarT WrighT , who leads with nia activity and a report on the latest get together. n “We arrived as strangers from eight different countries. We left as a family. friendships were forged over pints of Sleeman's beer, over impassioned debates in the bar, over shared experiences and new found loves of hockey, mechanical rodeo bulls and decidedly dodgy dancing.” in his report, uK Scholar liam SToKeS describes the lasting impressions of the 2013 CSC.

n “The annual CSC is the confluence of nuffield Scholars from around the world and, for a bit more than a week, it becomes the heartbeat and central processing unit of international agriculture,” concludes Jean lonie, who has been formally awarded honorary nuffield ambassador to the uSa by the nia.

n “Preparations are underway for the 2014 Triennial World ConferenCe and STudy Tour that is coming up in Canada in June 2014. This is an exciting time for nuffield and i encourage all of you to become involved,” says BarB STefanyShyn- CoTe , Canada Chairman.

1 Nuffield International chairman’s Report

STUART WRIGHT Nuffield International Chairman [email protected] the 2012 nuffield International year started out with a very successful contemporary scholars conference in the netherlands and the United kingdom. as always with the csc, the attending scholars came together and discussed and challenged their agricultural thinking and left with a strong worldwide network of contemporaries and a greater understanding of what nuffield means and can offer to them and their industry, regardless of their country of origin. We also welcomed invited participants from the Usa and India to broaden the international perspective. shared vision, clear goals internationally. I am therefore recommending the Eisenhower Fellowships about formalising to the board that in 2014, at the CSC in a more enduring relationship and a yearly During the CSC conference, the Nuffield Australia, the NIA has a full strategy session participation of their Agricultural Fellows in the International Association (NIA) used the where every country can bring their view on CSC. Jean lonie has been most helpful in chance to meet as a body. As we develop the future of the scholarship and the way all assisting us in these talks. and refine the way NIA operates, these countries cooperate and interact, DlG, the Claas Foundation and Grimme meetings are crucial in ensuring all countries remembering that each may have different have indicated an interest in developing have a say in the direction, funding and goals for their individual scholarship programs. some kind of relationship with Nuffield to structure of the shared international program. From this we can formulate an agreed bring a presence into Europe outside France While NIA should and will remain a lean strategy and guidelines so that whoever may and the Netherlands. The UK has had organisation, it is apparent that, as be in the chair and secretariat they can discussions with these organisations and will opportunities arise, to enhance the operate with confidence and, at times, speed. update the Canada meeting. Rabobank scholarship experience it should be have approached Jim Geltch about a resourced well enough to explore these. To France reinvigorated relationship of some kind at an international do that it is crucial that all participating level. This will also be reported in Canada. Prior to the 2012 CSC, Stephen Fell, Jim countries are clear on the strategic vision and At the end of the 2012, John Stones Geltch and I met in Paris with French goals of the NIA and the boundaries that retired as Director of Nuffield UK. I would like Scholars committed to reinvigorating the those elected to manage NIA operate under. to thank him and Della for their tireless work scholarship program in France. This was an We need to h ave a ‘no surprises policy’ as over the years; not only for UK scholars, but extremely productive and exciting meeting we continue to lift the profile, scope and also those from all the other Nuffield with a group of recent scholars led by Sarah reputation of the “Nuffield Scholarship” countries he has assisted. Michael Vacher Singla and Romain Vacherot who are has been appointed as John’s replacement. committed to raising the profile and funding Thank you to Jim Geltch for his csc tHanks levels in their country. secretarial duties and to the support I have I would like to thank Bram new relationships had from the respective national chairmen Prins and Elise keurentjes for and their administrations during the year. their organisation in Holland, During 2012 there has been interest from a Nuffield always excites me with the and John stones for putting number of groups developing a relationship opportunities it offers to all who participate in together the British leg. with NIA from around the world. In the USA, it and we should look forward to another we have continued to have discussions with stellar year in 2013.

nUFFIElD IntERnatIOnal calEnDaR Date Event Venue Host 30 May - 15 July Global Focus Program Various international Nuffield Australia 15-17 June Scholar Presentations Three Counties Show Nuffield UK 21 June Scholar Reception Royal Highland Show Nuffield UK 30 June Closing Date for Australian Applications Nuffield Australia 24 July Scholar Reception Royal Welsh Show Nuffield UK 31 July Closing Date for UK Applications Nuffield UK 26-27 August Australian National Selections Melbourne, Vic Nuffield Australia 31 August Closing Date for NZ Applications Nuffield NZ 18-23 September Australia National Conference Perth, WA Nuffield Australia October Irish Annual Conference Nuffield Ireland 18-20 November Canadian Annual Conference Alberta Nuffield Canada 21-22 November UK Conference & AGM Cardiff Nuffield UK 15-28 June 2014 2014 Triennial Conference Halifax, Nova Scotia, Nuffield Canada Charlottetown, Prince Edward Island For further information, please visit www.nuffieldinternational.org

2 Nuffield International contemporary scholars conference 2013

the 2013 nuffield scholars Welcome to canaDa shared eight days of impassioned debate, Report by Uk scholar, liam stokes inspiring visits and brand new experiences in Ontario, Part way through our nuffield anyone for hockey? 2013 contemporary scholars' canada at the 2013 csc. We had a weekend to get to know one conference, Farm credit canada's Major highlights included another before the rigour of the CSC really George klosler introduced the meeting some highly began. The event kicked off (or perhaps innovative entrepreneurs, assembled scholars to the concept faced off?) with a Saturday evening hockey of a Word cloud, a method of game; the team from Nuffield Canada keen learning from a series of displaying the words people most to immerse us in Canadian culture as quickly high-quality, thought- associated with a particular topic. as possible. provoking speakers and a I did no kind of formal survey, but Adorned in our new Nuffield 13 hockey full day of training in the art I can say with reasonable certainty shirts, delegates from eight nations mixed of public relations, media which words most scholars would and mingled in the Sleeman Centre, home of interviewing and social associate with our time in canada Guelph Storm in Guelph, Ontario. Friendships were quickly made in the media use. - challenging, sociable, innovative, convivial atmosphere, although some more Out and about, scholars saw educational, inspiring. quickly than others - a mere hour or two into some of the best pockets of It should be no surprise that in trying to our adventure and a selection of Brit, Kiwi agricultural excellence in summarise the CSC I would reach for a tool and Aussie Scholars were running around canada, tried their hand at learned whilst I was there; I expect that's the ice in a so-called half-time hamburger something we will all be doing a lot of in the ice hockey and curling, and race that defies description! visited the magnificent future. The conference was marvellous; an Sunday was spent introducing ourselves intense learning curve for all involved and an and our studies more formally and generally niagara Falls. experience that none of us will ever forget. Cont/d on page 4

3 Nuffield International getting better acquainted and exploring the remarkable agricultural infrastructure of Guelph. That evening the Scholars had the opportunity to demonstrate their own athleticism on the ice, with varying degrees of success, as most of us we had our very first go at curling! There were some aching limbs as we filed into the conference hall the following day. superb speaker line up There were some superb speakers lined up for the week, almost all of them engaging, insightful and thought-provoking. The focus and energy that filled the lecture hall whenever we were together was testament to their quality, especially considering the practical, hands-on nature of most of the audience. First to the podium was Bob Seguin of the george morris Centre , who set the scene perfectly with a thorough account of Canada's clout in the international markets, an explanation of the nation's strategy for growth in the agricultural sector and a reminder of just how big the country is! mike Toombs from the ontario ministry of agriculture, food and rural affairs followed with some salient lessons for all the Scholars in the room. Between the interesting statistics on Ontario's import policy and export strategy, Mr Toombs remarked that a country such as Canada is never going to be able to compete on wages or land prices; an advantage has to be carved out through commitment to innovation, quality and education. Barry Senft from the grain farmers of ontario and Bill emmott from dairy farmers of ontario completed the picture with focused summaries of their areas of the sector. Both were keen to highlight that the cornerstone of sustainability has to be the economic sustainability of the farmer and Bill emmott left us with an enduring image that would come to typify the CSC as a whole:

“We are driving down the road into the future, and we must always be sure to use the tiny rear-view mirror and the comparatively large windscreen in a ratio consummate with their size!” Steve Peters, executive director of the association of food Processors of ontario and former Speaker of the ontario legislative assembly , gave a tour de force of public speaking. This was one of my favourite sessions of the week. I'm a fool for fine Our perspective was widened by david mcinnes of the oratory, but this was fine oratory with a powerful message; that Canadian agri-food Policy institute, al mussell from the george government can facilitate change in agriculture if it is infused with a morris Centre and Sterling liddell from rabo agri finance . positive vision. For Mr Peters, this vision was one of reversed food Global trends in finance and consumer preferences were analysed trade deficits, world leading research and ‘buy-local’ legislation. in impressive detail without ever losing sight of the impact at the farm gate. sustainability debate Sustainability was a hotly contested buzzword throughout the CSC, with debate raging over its overuse, its significance and even its definition. Our three final speakers on the Monday worked hard to come to a definition that would work for the agricultural sector, building on Mr Emmott's earlier assertion that the cornerstone has to be the financial health of the farmer. dr Stephen yarrow brought a fascinating perspective to the debate surrounding genetically modified organisms, framing the discussion in terms of the technology's contribution to economic sustainability by reducing overheads, social sustainability by lowering food bills and even environmental sustainability by reducing pesticide inputs. diana Stapleton from food Banks Canada explained how producers could contribute to the alleviation of poverty through working with food banks, engendering a interesting discussion of the barriers to farmers working with such groups. Whilst Terry daynard tied it all together with his philosophy of private sector leadership on sustainability, highlighting the efforts of multi-national corporations such as Walmart and Nestlé in leading the charge. The following morning began in emphatic fashion, as ontario agri-food Technologies' gord Surgeoner opened another intellectually challenging session with Dodge Ram's now famous video-rendering of Paul Harvey's "So God Made a Farmer" speech. Mr Surgeoner, with a certain flair for pithy phrases and quotes, painted an exciting picture of innovation and opportunity, perfectly

4 Nuffield International Cont/d on page 5 setting the scene for presentations from dr hamdy Khalil and dr amar mohanty on the potential for the bio-products industry. ‘speaking up for agriculture’ On the Wednesday, we were ‘Speaking Up For Agriculture’, a full day of training in the dark arts of public relations, media interviewing and social media use. Kelly daynard set the scene with a powerful exposition on the importance of effective engagement with the public, using examples of crises in which farming had and had not managed the story effectively. Perhaps most interestingly, she taught us that whilst only 20% of Canadians want to learn more about speaking up for agriculture, over 66% want to know more! Assuming this figure could be applied around the agriculture world, we spent the rest of the day considering how we could tackle the challenge of informing the public Blog report by uK Scholar, Jake freestone without making them feel like they were learning! (farmerjakef.blogspot.com) andrew Campbell of fresh air media and Bern Tobin of realagriculture.com were the first into the fray, I was really looking forward to "explain it to me like I am a seven showing us how to handle media interviews and deploy getting stuck into day three of the year old", which is so very true and social media to represent out industry. conference; a day entitled a comment I will remember and try The already ferocious Twitter output was instantly 'Speaking up for Agriculture'. and stick to. doubled under the tutelage of Mr Tobin, whilst Mr kelly Daynard works for an After Bern was andrew organisation called who gave us an insight Campbell worked with Scholars with past experiences ‘Food and campbell Farm care’ who are the voice of into social media. I knew social to investigate how some of the more hair-raising agriculture sector bodies in the media was big, but I hadn't realised engagements with the media could have been dealt province of Ontario. The just how big! Facebook has one with. How to answer surprise questions on sexual health organisation's role is to promote billion active users and Twitter has whilst being interviewed about agricultural practices was credible truthful, factual and real 500 million users. People are hungry a particular highlight. stories about the family farms of for this method of engagement and Ontario and to tell these stories to short, sharp communication! We agriculture More than Ever the customers who buy that food. were warned, though, information later that same day, the aforementioned george Kloser We heard how farmers are on the Internet is like toothpaste; took the stage to introduce us to Ag More Than Ever, a among the most respected in the once it's out of the tube it won't go fantastic organisation trying to close the gap between community, after emergency back in! I think I will be starting to public perception of farming and the successful and service staff and veterinarians. We use Instagram next so watch out for optimistic reality on the ground. heard how Kelly and the team are updates coming your way. training farmers, old and young, ‘agriculture More than Ever’ len Khan from Khantact marketing emphasised the ranchers and crop farmers, rural is an industry cause to improve importance of good old fashioned people skills, of smiling and more urban, to be willing and perceptions and create positive and eye contact. It was left to Jackie fraser , Bruce available to promote the industry. dialogue about Canadian Vandenburg and Jason Berkaik to bring the day's This is about training them to agriculture. George klosler from learning to its practical conclusion. These three innovative speak to the media, go on Farm credit canada gave a great rural entrepreneurs each demonstrated how managing television and write letters to the presentation about this organisation public perception can be every bit as beneficial for newspapers promoting their food and how it is trying to raise the individual businesses as for the sector as a whole. and farming stories. This training is awareness of our great industry. moving out across Canada to There are some really great video Us politics and Farm Bill British Columbia and Prince clips on their website showing the Edward Island. wonderful stories of how our food is As the week went on, the talks continued to be hugely Food and Farm Care is also raised or grown and by whom. varied in scope. We heard from Professor andrew m looking at other initiatives to len kahn was next up, to tell novakovi from Cornell university on the subject of the engage with the public through us all about marketing ourselves. US Farm Bill; an innocuous sounding piece of legislation Virtual Farm Tours, Faces of We are the brand, how do we that we learned is in fact a reflection of the whole history Farming Calendar and Lets Talk stand out in a very noisy world and of US agriculture, and one that will ultimately determine Farm Animals. how do we get our message its future. If 50 farmers took 10 minutes a across. It was a great lesson all Having been well briefed on the startling day for five days of the week that about PPEAS, Preparation, interconnectedness of our modern markets earlier in the would equate to a full time Practice, Eye contact, Appearance week, no one needed convincing of the Bill's employee doing marketing for the and Smile! importance to the wider world. industry. Image what could be Also talking about the US was eisenhower fellow, achieved in the UK or globally? a huge Jay nutting , who talked us through the painstaking After Karen was Bern tobin thanks to process of lobbying within the US political system. It who was giving us media training. ffC for What was the message we wanted was a fascinating insight, and brought with it some really sponsoring to get across? How would we our shirts for practical and useful ideas for engaging with our own achieve that and did we need to politicians at home. the nuffield bring in help form other people? group to and the Carl moore agricultural management Bern told us to try and stick on proudly wear institute's ryan Koeslag rounded off our awe-inspiring message at all times. To keep our on our trip suite of speakers with some grounded, down to earth game-face on throughout the and this is advice on farm business management. interview. To be clear thinking. Tafi manjala, from new Mr Koeslag in particular gave us a lot to think about And, to use language that could be Zealand, very proudly as he outlined the five varieties of farmer his company understood by everyone. displaying his new shirt! had identified through its research; ‘independents’, He quoted Denzil Washington, Cont/d on page 6 5 Nuffield International ‘planners’, ‘sun wetters’, ‘skeptics’ and We met with many innovative farmers ‘developers’. We all left wondering and growers on our travels. The which we were! invention and creativity of don nott was a pleasure to see as he described how Out and about had turned his own farm into a system- in Ontario sized laboratory at great personal Of course, one does not visit Canada risk, without taking in the breathtaking experimenting outdoors, and we enjoyed some with switchgrass excellent trips out and about in Ontario. and its multitude During our time in Guelph we got of uses. around on our very own yellow school doug and buses (as befits Scholars!) taking in Joan Cranston some stunning scenery whilst travelling opened their to pockets of agricultural excellence. dairy and corn We visited the 4,200-member farm to our hensall district Coop , a farmer-owned inquisitive eyes, business bringing economies of scale to talking us through their business model all of their members. The coop had and showing off their "Coverall" barn; a many facets to its business, but was remarkable structure that manages to founded on the handling of GM-free be both exceptionally light and airy, soybeans, many, many tonnes of them! whilst being able to withstand the very We toured the sorting, cleaning and worst of Ontario weather. Apparently, drying facilities in the wind and snow, these barns are springing up around the being sure to snap a photo of the large world, and it was easy to see why. WElCOME NUFFIElD SCHOlARS sign The Van groningens introduced us in the middle of the facility. to Vg meats , their vertically integrated We also took in a tour of the meat business, managing to hold our Vinelands research and innovation attention amidst their vast selection of Centre , an institution we heard a lot tasty looking meats. That was a great about throughout the week as being at visit to a really interesting business - a the very forefront of Canadian research combination of sustainable production and development. We discussed funding and effective retail - and most of us left and political context before exploring the clutching some sort of locally reared, labyrinth of laboratories and greenhouses locally slaughtered and locally that housed Vinelands' impressive processed meat product! portfolio of research . There were We saw fruit tasting labs and learned two viticultural about the lengths scientists go to to Scholars in our assure the validity of their results. We midst for whom witnessed roses being rigorously tested our visits to for disease and cold resistance, and Ontario's wine were shown around a huge range of country were a vegetable trials with an expert in each great opportunity study on hand to interpret everything we to learn from were seeing. those growing One of the most inspirational visits grapes under was to Vinetech Canada, a Wes Wiens' entirely different vine production business . Mr Wiens conditions to their own. For the rest of whole attitude was infused with passion us, it was a chance to learn about an - something we saw so much of in industry we new most about from our Canada - combined with a dedication to experiences as enthusiastic consumers. quality. This quality was found not only Following an introduction from Sue in his product, but in the quality of life he ann Staff , Pondview estates and worked hard to ensure for his workforce. megalomaniac Wines both opened their His background was in tractor doors to us, explaining the processes engineering, yet through determination, that are driving Canada's expanding innovation and commitment he had wine output. Of course, in between the created a viticultural business that was intense discussions of propagation, preparing to take strides into the global cultivation and markets both foreign and market, having domestic, it is possible a little wine was established a imbibed along the way. solid foundation in Ontario. Pearls of wisdom There was undoubtedly a huge amount of information to absorb throughout the week, with each high-quality speaker sparking new ideas in every scholar. But there were also moments of real poignancy, when we were given pause to stop and think about why we were all embarking on this journey. Cont/d on page 7 6 Nuffield International Ken Knox , farming royalty in the pro vince of omit what may have been Ontario, delivered a spellbinding address the most special aspect of entitled "If I were your age, I'd do it the whole experience; differently". The Scholars listened to the the people. Ontario ‘Agriculture Hall of Famer’ with rapt It is impossible to attention as he dispensed hard-won describe without pearls of wisdom. It was genuinely a descending into cliche, so privilege to witness. I'm not even going to try to Sitting and eating with local farmers in avoid it. Anna Mae's restaurant reinforced the fact We arrived as strangers that our issues and our challenges are from eight different universal and experienced around the world. countries, we left as a And, our week was brought to the most family. Friendships were forged over pints fitting conclusion by nuffield Scholar, of Sleeman's beer, over impassioned Steve larocque, who presented a rousing debates in the bar, over shared speech in the most stunning of locales; the experiences and new found loves of top of the Skylon Tower, overlooking hockey, mechanical rodeo bulls and Niagara Falls. There wasn't a scholar in the decidedly dodgy dancing. house who didn't leave that evening fired up These are friends with whom many of by the idea of following in Mr larocque's us saw the breath-taking Niagara Falls for trailblazing footsteps. the first time, friends with whom we will We left as family be sharing the remainder of our Nuffield adventures. And, as Steve larocque to learning, development and friendship. It was a marvellous week. Writing about it reminded us, a Nuffield adventure is not the In this, as in Canada, I couldn't wish for I'm exhausted all over again. But I cannot length of a study, it is a lifelong commitment better fellow travellers. nuffield programs turns inquisitive farmers into scholars by Glenn Powell, Ontario Farmer

expand the program in Canada. Australia, for example, with a robust sponsorship program has 18 scholars in the class of 2013. Scholarship recipients are required to travel at for least 10 weeks, six of which must be consecutive to ensure the Scholar gets away from the home environment for an extended period of time. Concerned about the trend away from conservation tillage back to the moldboard plow, Blake Vince will focus his international travel on the use of cover crops and the risks of cellulosic energy. He describes the family’s cash crop farm at Merlin as “100 per cent focused” on soil health and water management. “Farmers must always be concerned about the downstream impact of our farming practices.” Creutzberg, a strong advocate of local food, and a former Huron County sheep farmer, will begin what she describes as a “low budget, backpacker” itinerary in Romania - “where horsepower is still measured in horses”. Nuffield Scholars Gayle Creutzberg of Bluevale (right) and Blake Vince of Merlin (left) share travel plans She then plans to travel through Austria, with UK farm manager Jake Freestone. France and Italy to investigate the relationship between local food, nutrition More than 60 nuffield selected this year; Blake Vince from and dietary health issues. International scholars arrived in Merlin and Gayle Creutzberg from Bluevale. Among the CSC Scholars, study topics Ontario last week to begin their Also carrying the Maple leaf flag in this are as varied as the imagination can carry. year’s class is Clayton Robins from year of travel and study of issues From Australia’s Antony Vagg, investigating Riverx, Manitoba. stubble management in rice, to UK farm facing agriculture, the environment Applicants need not be farmers, but they manager Jake Freestone’s focus on high and food production. must have a definite tie to agriculture and be yielding wheat -’20 by 20 - Fact or Fiction’ The Contem porary Scholars Conference between 25 and 45 years of age, or as the (20 tonnes per ha by 2020). He will travel to in Ontario was the kick-off and get- chair of Nuffield Canada, Barb Stefanyshyn- the US, New Zealand, Mexico, India and acquainted session for the class of 2013. Cote, puts it, “old enough to have done the Phillipines. They came from 10 countries and, like the something, young enough to want to do a Enthusiasm and excitement ‘oozes’ from more than 1,000 Nuffield Scholars before lot more”. the scholars as they outline their plans for them, they will all have travelled extensively, Each Canadian Scholar selected receives travel and study in the months ahead. researched their chosen topic and written a a $15,000 payment towards the cost of Throughout the list of study topics there is a report on their findings before completing travel. While current funding provides readily apparent emphasis on sustainability, their scholarship commitment. scholarships for three Canadians, environmental issues, market development Two Ontario agricultural leaders were Stefayshyn-Cote says plans are underway to and technology.

7 Nuffield International “laughter is the shortest distance between two people.” ...Victor Borge nUFFIElD Is a laUGHInG MattER nuffielders are smart, n Second, laughing together is By karen Daynard, intelligent, curious, ambitious connected to closing down a topic or a phase in a meeting in a way that Program Manager, and enthusiastic leaders. displays mutual understanding. nuffield canada However, I’ve realised there is one other very important n Third, shared laughter initiated by team members appears to be a adjective that needs to be share new experiences. The results were resource that can be used to reduce even better than hoped. added to the list. nuffielders tension in challenging situations, The very first night, four Scholars are down-right FUn. such as the accomplishment of from three countries volunteered for a While the words “global leaders” may difficult tasks or the treatment of game of “Build the Burger” which not immediately make you think of belly delicate topics. involved running up and down the ice, laughs, jokes and giggles, the fact is n Finally, laughing together can be used wearing giant burger bun costumes in that at the CSC, I noticed just how much front of 5000 fans. Not only were they all of the Scholars laughed – and how to do remedial work in problematic or conflicting situations. laughing, but the rest of the Nuffield that shared laughter was one thing that group, and indeed the arena, were broke down barriers, and created bonds n Ultimately, joint laughter appears to laughing with them. It was a shared faster than anything else. be a resource that can be used to experience. Thanks Trent, Natasha, Jake It got me thinking what critical improve the task performance and, and Steve. elements laughter, a sense of humour, through this, the achievement of the In another article on laughter and and the ability to have fun, are for all goals of the organization. leadership, I found this great quote: leaders. So, as all good Nuffielders do, I needed to look into this topic further. What was interesting to me at the CSC, “It’s possible to do serious work and looking back, at most every Nuffield without being serious. In fact it’s the benefits event I have attended, is how quickly people who have never met, can find actually counterproductive to do In an article looking at ‘Emotions in it any other way. Organizations’ in the Journal of common ground in laughter. Business Communications, the authors In the CSC, the agenda purposely Research on environments that from the Helsinki School of Economics built in events near the beginning - such foster innovation shows that summarise the benefits that joint as a hockey game, an “AgMazing Race, playfulness and humor are laughter can bring to an organisation and an “Attempt to Curl” bonspiel - which were designed to either divide critically supportive elements. We (http://job.sagepub.com/content/46/1/1 can be serious about what we’re 00.abstract): participants into groups where they didn’t know each other, but also to put doing without taking ourselves n First, humor and laughter can be people on an equally unfamiliar ground seriously, and we must.” strategically used by team leaders to so that they would begin to bond and create collegiality and a good working Bob Eckert and Jonathon Vehar atmosphere in their teams. (www.theleadershiphub.com/files/ LaughterAndLeadership.doc) The work Nuffielders do is serious, and most often our lives are serious. I overheard a number of Nuffielders remark about the CSC that they “hadn’t laughed that hard in a long time”. Does that mean they learned less, or were less serious about being Scholars? Definitely not. It meant they were learning together, enjoying being a part of a shared purpose, and forming a life- long bond. And, from watching twitter (#Nuffield13), it is evident that the friendships and the learnings, which began at the 2013 CSC, continue – as do the jokes, funny photos and laughter.

8 Nuffield International Proud to be a part of it! Report by Jean lonie, Zoetis animal Health

Encouraging the exchange of practical, theoretical and public policy information among the world’s agriculturalists sounds like a great idea. no one could argue that this type of engagement and discussion have value in an increasingly global society. But talking about global cooperation and making the commitment to fostering and developing global cooperation are two very Jean lonie, from the Commonwealth different things! of Pennsylvania, uS, attended the 2011 The annual Contemporary Scholars No matter how many conversations nuffield CSC with support from the Conference (CSC) is the confluence of you will have with neighbors, employees, nuffield australia program and Zoetis Nuffield Scholars from around the world even family members, it is tough for animal health (previously Pfizer). and, for a bit more than a week, it those not actively engaged with the Jean was investigating ways to becomes the heartbeat and central Nuffield program to understand what it connect agricultural producers in the processing unit of international agriculture! takes to put home on hold for many In recent years, the global connectivity weeks and months and go search for uS with programs like nuffield and has been increased by bringing farmers answers – sometimes to questions you the individual scholars located from new countries into the CSC and didn’t even know you had when you throughout the world. Specifically, building a connection between their started the journey! she was looking at the role of the homelands and the Nuffield network. The But only through these travels, agribusiness industry in supporting example of this expanded cooperation conversations and experiences can we all leadership development programs and and collaboration is brought to life by the better understand and address the issues opportunities to expand and enhance recent agreement between Nuffield our industry faces. International and the US-based connectivity between uS agriculture Eisenhower Fellowships to have When people around the and the nuffield international Eisenhower’s agricultural fellows world talk about agriculture, farming Scholars program. participate in the CSC in future years. Jean believes that encouraging Connecting US farmers with their talk about feeding growing producers to develop personally and global counterparts increases the populations, talk about professionally is a critical step for the reservoir of intellectual capital and building connections to agriculture industry in Pennsylvania production-focused best practices for consumers three and four agriculture, ensuring that as the world’s and across the uS. population increases and new generations removed from the “here in the uS, less than two per challenges arise in food production, farm, talk about stewardship of cent of our population works every community development, resource our animals and lands, they day to provide the food, fiber and fuel management and recruitment of the next are talking about us. Through that sustains our citizens and our generation, those who are actively communities. We have to, as an engaged in production agriculture remain the efforts of the nuffield and part of the solutions developed. eisenhower programs, and the industry, work to develop agricultural As part of a global animal health scholars and fellows who leaders who can not only meet the demands of a growing global company, Zoetis, that works every day to participate, we can lend our better understand and address the real- population, but also translate the world challenges faced by those who voices to the conversation and great work being done in agriculture raise and care for animals - I have a huge ensure that our industry is, to those who have no connection respect for the men and women who indeed, helping craft the back to the farm.” take the chance to step off their solutions that will lead our operations and step out of their home countries to be part of the change that world forward. n Jean is a marketing communications will guide the future of agriculture. manager on Zoetis animal health’s Cattle and In the Introduction section of the equine operations team, working in the “Nuffield The Man” booklet, it is rightly group’s beef cattle segment. She previously pointed out that “the ethos of any ‘not for served as the director of Communications and Jean was formally profit’ organisation owes a lot to the executive assistant to the Secretary of awarded “Honorary character of its founder…” This holds true agriculture for the Commonwealth of nuffield ambassador to for the Nuffield scheme, as well as the Pennsylvania. in this role, she served as the Eisenhower Fellowships program. And, liaison for the 2010 nuffield Contemporary the Usa” by the nuffield Scholars Conference, held in Pennsylvania International Board and we at Zoetis are proud to be part of the work being done by both groups, as and Washington dC. plans on working closely Jean’s background also includes work as an sponsor for the US agriculture agricultural education program coordinator, with nuffield Eisenhower Fellows’ participation in the International to realize guiding the agricultural programs and a 120- Nuffield CSC. acre educational farm for a 600 student high potential synergies school located in the City of Philadelphia. She between this group and has also has agricultural marketing and media related organizations in experience, having worked for the american the Us. mushroom institute, holstein association uSa, and farm Journal media, inc., and is a graduate of the Pennsylvania rural leadership Program.

9 Nuffield International around the globe australia

Terry hehir Nuffield Australia Chairman [email protected]

In a country renowned for its extremes, we received an inspiring report from Dave New Zealand briefed GFP delegates in Australian agriculture has had another year Reilly on the ‘birth’ of the date industry. Wellington in March, rather than the usual where farmers in different regions have dealt 1964 Scholar David Stanley from Kenya briefings in Canberra as part of the evolution with floods and bushfires simultaneously. attended the event. of this invaluable program. Such dialogue Farms previously flooded have had little or and ideas from other countries is welcomed no rain for seven months, whereas northern 18 scholarships awarded and is mutually beneficial. areas have been flooded again. Regardless, A total of 18 scholarships have been Nuffield Australia is also trialling a New the relentless evolution of farming practice awarded for 2013. Although there were 23 Zealand initiative to provide high level sees many of our Scholars achieving fully-funded scholarships available with coaching to assist our Scholars in the outstanding farming results. ample candidates presented at final national preparation, execution and dissemination of selection, the integrity of the program is their scholarship program; the initial scholars in demand respected so that only the best candidates feedback is highly promising. It is satisfying to see Nuffield Scholars now are selected. Our sponsors can be confident deliberately sought to participate as bona fide that ‘real’ farmers are selected who have Visas reduce vacancies farmers at the peak agricultural forums and potential to significantly impact agricultural industries and communities. The political landscape is volatile, with the increasingly nominated for leading roles upcoming Federal election tipped to have across the whole spectrum of agriculture. There are at least 25 fully committed important topics for agriculture, such as the Nuffield Scholar, Jane Bennett, was recently sponsors for 2014, but all of these may not high dollar, carbon pricing and even appointed to the board of CSIRO (Australia’s necessarily be awarded. transforming Northern Australia into an peak scientific research body) to complement her appointment to the board of the GFP evolving agricultural food bowl in the spot light. Australian Broadcasting Commission (ABC). Interestingly, Government visa extension The Global Focus Program (GFP) has conditions now require candidates to work in Nuffield Scholars regularly dominate the become the cornerstone of the powerful regional areas in agricultural industries.This programs at ABARES, the primary interface study programs undertaken by for science, farm and politics in Canberra, at Contemporary Scholars. Planning is has resulted in large numbers of younger DAFF seminars for key Federal Government underway for a fourth GFP to expand the Europeans seeking jobs on farms which is advisors and at a number of other influential reach beyond the current countries so that alleviating stress trying to fill farm national forums. Contemporary Scholars (from any country) employment vacancies. The presentations from returning Scholars can broaden their horizons and access the Nuffield Australia sees a powerful at the national conference in Queensland global agricultural frontier. The increasing international network as a key to unlocking showcased the diversity of Nuffield Farming presence of international Scholars greatly agriculture’s potential. To keep up with all Scholars. Just as Nuffield Scholar, John enriches this experience. the latest Nuffield Australia news and Foss, has spawned the dynamic Chia The GFP is now subject to a diligent risk events, connect with us on the Nuffield industry, we surely saw the dawn of a ‘new’ assessment process to ensure the safety of Australia Facebook page or our industry suitable for the harsh areas when travelling scholars. @nuffieldaust twitter feed. latest scholar reports christine Ferguson (aU) - The Australian Rangeland Goat - Paul lambert (aU) - Challenges and opportunities for large- management and opportunities scale dairies amii Mckeever (IE) - Dominance, competition and consumer Robert Blatchford (aU) - Cover crops demand - the impact on meat protein producers David Helliar (Uk) - The successful management of large- David Murphy (IE) - Dairy co-ops for the 21st century scale dairy farms aisling Meehan (IE) - Access to land for dairying - new legal Mark Falkingham (Uk) - External capital in global agriculture and tax models in an Irish context James Male (aU) - lamb finishing systems - maximising the Michael Foss (aU) - Corporate investment in agriculture margins on grain finishing lambs Michael Inwood (aU) - Sustainable and regenerative agriculture: Dr Zoe Davies (Uk) - Movers and shakers in global pig production Farming in a world of finite resources steven Jack (Uk) - Opportunities for farming businesses in the produce Mark tucker (Uk) - Fertilisers for the future - a nitrogen perspective sector - through provenance, innovation and brand development Roma Britnell (aU) - Agricultural literacy - farming matters kirstin Glendinning (Uk) - living on the edge: What future for stephen Ware (Uk) - Remaining competitive within the UK our urban fringe farms? top fruit industry John Martin (Uk) - Improving the capacity to manage change in laura stewart (Uk) - Mainstreaming sustainable food family farms catherine nakielny (Uk) - Maximising returns through reducing Rhys arangio (aU) - Minimising whale depredation on longline methane emissions - an opportunity for the UK sheep sector fishing - Australian toothfish fisheries

10 Nuffield International For PDF copies, go to www.nuffieldinternational.org new Zealand

Julian raine Nuffield New Zealand Chairman [email protected]

In November 2012, the Nuffield NZ trustees Nuffield NZ and our funders. With the more in the organisation and wider rural announced the successful scholarship signing of multi-year contracts, we have communities. There is so much knowledge, recipients for 2013. They were: been able to make longer-term plans. This skill and experience in our Scholars. The has enabled both sides to plan accordingly. mobilisation and participation of the alumni liSa harPer from Marlborough With the assistance of Scholars, in high level thinking and debate is critical in naTaSha King from Canterbur y sponsors and invited guests, the NZ so many issues currently facing us. STeVe WilKinS from Southland trustees have revamped our 10-year- I look forward to seeing all of the strategic-plan. We see the plan signalling Scholars come together in Canada. The SoPhie STanley from Waikato the blueprint for determining the long-term Contemporary Scholars Conference is now Tafi manJala from Northland vision and successful future for Nuffield NZ. a significant event that sets the scene for The announcement also signified a number the next 12 months. of firsts: Engaging our alumni Personally, I get a real buzz seeing the Now more than ever we need rural leaders, glint of excitement in the eyes of the new l Five scholarships up from our usual two innovators and thinkers to stand up and be Scholars. The friendships and contacts or three. counted. The challengers we all face in made will be in many instances for life and l Woman recipients outnumbered men rural businesses, communities and life changing. BRING IT ON!! three to two. industries are significant. NZ Nuffield sees l First Scholar from the Marlborough region. itself as the vehicle to build people fit to new website meet these challenges. Finally, please take a look our website - Our strategy to work more closely with our One matter that is currently exercising www.nuffield.org.nz - which is currently sponsors has been beneficial to both our minds is how we involve our alumni being revamped. netherlands

eliSe KeurenTJeS Organiser, Nuffield Associate Scholars [email protected] The current status of Nuffield in the Global Dairy Farmers continues to Ne therlands is that we have had five sponsor an amount of €10.000 to Nuffield Scholars since our launch in 2011. Netherlands and invites further Nuffield n ElIsE kEUREntJEs For the year 2011, we awarded three involvement. They are also happy to Elise keurentjes, from Rasquert, Scholars. In 2012, we awarded two welcome a 2012 Nuffield Scholar to their has been the manager of the congress in October 2013 in Egypt and Scholars and also hosted the netherlands nuffield association Contemporary Scholars Conference. For Israel, supported by funding from Nuffield since the start of the initiative in the year 2013, we are taking a break due to Australia, and have promoted the event 2011. With Bram Prins our financial circumstances and the amongst dairy farmers at the CSC 2013. (chairman), alfons Beldman and difficulties regarding getting Nuffiel d known It is hoped that the support from Nuffield Henk de lange, Elise looks after by Dutch agribusiness. (International/Australia), enabling a scholar to join the Global Dairy Farmers congress, fundraising, marketing and the Organisation can be repeated in future years. selection of new scholars. she also looked after the nuffield The current Nuffield board asked the new ways of cooperation csc 2012 which was staged in the Scholars to take part in the organisation of netherlands. Nuffield Netherlands. Those willing to do Nuffield Netherlands is searching for new ways of cooperating and getting companies In 2007 Elise graduated from this include Bram, Elise, Alfons and Henk Wageningen University (de lange). These Scholars will also take the and Governmental organisations to see the importance of the ‘international network’ with a Masters degree in Business, lead in organising the Global Focus Tour specializing in food which arrives in the Netherlands at the that is Nuffield. We are confident that the and marketing. she works full- beginning of July. interaction between local organisations and Scholars visiting the Netherlands - and vice time as an agricultural Finances versa - can lead to enormous benefits. consultant with Prins consultants, Currently, we are working on projects with owned by Bram Prins. The five scholarships that have so far been the “Dutch Young Agricultural Contact” given out are not yet fully funded, as we did organisation. not manage to find enough sponsors to finish his report before the summer. cover all costs. The extra costs, therefore, nuffield recognition We present the management summary of have been taken up by Bram personally. this report (please see page 14) in recognition From this year, the financial responsibility One of our 2011 Scholars, Djûke van der of becoming an official Nuffield country. for the awards will be taken up by all Maat, has already finished her scholarship - Thank you for your trust and commitment members of the organisation, with a collective entitled ‘Successful direct sales to the - and a great CSC! We hope to be there decision being made. consumer’ - and another 2011 scholar will next year again!

11 Nuffield International canada

BarB STefanyShyn-CoTe Nuffield Canada Chairman [email protected]

Happy New Year fellow Nuffielders, The conference rotates around the globe of their adventures. Once again it is time for new beginnings and this year it was our chance to shine. Wally Doerksen regaled us this year with and what a great year we have coming for his 1988 scholarship tour. Nuffield Canada in 2013. For starters, we Events have three fantastic Scholars heading off on later on in the year there will be the ‘summer 2014 triennial their Nuffield adventure. Here’s wishing Gayl, picnics’ and I assure you that we ‘out west’ And, I will remind you that preparations are Blake and Clayton all the best in their travels. will have one this year. We will be deciding underway for the 2014 Triennial that is on the venue shortly. And, I have heard so coming up in Canada in June 2014. This is 2013 csc many great things about the Rigby pool that I an exciting time for Nuffield and I encourage In March, we hosted the Contemporary am sure there will be calls to return. all of you to become involved. Scholars Conference (CSC). With close to It was decided that the 2013 AGM will The Triennial will begin at Prince Edward 100 participants, we showcased Canadian be held in Alberta from 18th to 20th Island, carry on to Ontario and offer an agriculture to the Aussies, Kiwis, French, November, so mark your calendars and point optional tour of the west that will begin in Irish, English and Americans. yourselves west. Saskatoon and carry on to Edmonton. The CSC was set up for all new Scholars We have also serendipitously started a Again, all hands are welcome. to meet. It is a week-long educational event new tradition where, along with the It’s an exciting year for Nuffield Canada; I with tours, lectures, entertainment and presentations from our current Scholars, we invite each and every one of you to come be discussions. It is also the time for the board have been taken down memory lane with a part of it. of Nuffield International to meet. past Scholars showing slides (yes real slides) looking forward to seeing you.

tRIEnnIal WORlD cOnFEREncE anD stUDy tOUR - JUnE 16 - JUnE 28 2014 halifax - Charlottetown - South West ontario

For over 60 years, the nuffield What’s in store... Nuffield Canada will give a Confederation in Charlottetown in 1864, scholarship program has been warm welcome to all Scholars from all leading to the birth of Canada in 1867. Nuffield countries in Halifax, Nova Scotia - All the while that you are in Nova Scotia providing unparalleled the Atlantic Gateway to Canada. and Prince Edward Island you will dine on opportunities to some of the You will arrive on June 16th, 2014 and our unique and world renowned seafood world’s best agri-food producers visit some of the most innovative and and agri-food products. This will culminate and professionals. unique agriculture operations and cultural with a festival of food in Charlottetown in nuffield canada is pleased to sites in Nova Scotia. celebration of our Confederation. host and present the next great The Conference on June 18th will After a nice night’s sleep we will then fly opportunity for you to learn more challenge your intellect and stimulate you to the centre of Canada for you to new thinking. discover the best that Ontario agriculture about agriculture, make a You will then travel to Prince Edward has to offer, including a tour of Niagara contribution to the topic, rekindle Island on Friday, June 20th and tour Falls and the Niagara wine region. old relationships and make some various agriculture, agri-food and When all is said and done, we will wish new ones. aquaculture operations. You will also get an all of you a fond farewell and safe travels Our theme - “Prosperity opportunity to join in the 150th year on June 28th, 2014. You will be able to through Innovation” - will be celebration of the Canadian Confederation. connect to either the Pearson International featured throughout the You will walk in the steps of our founding Airport in Toronto, or to the london, fathers who attended the Conference of Ontario Airport. conference and study tour. Our goal is to lift the understanding of BOOk tHEsE DatEs in your calendar both words to a new level and we – you will not want to miss this event! want all participants to contribute to this new insight. More information at: www.nuffield.ca/triennial

192 NuNfufifefiledl dIn Itnetrenrantaiotinoanl al Ireland

Bill o Keeffe Nuffield Ireland Chairman [email protected] n matt ryan has retired from his role as Food and Marine Simon Coveney. The (published in the Aug/Sept 2012 issue). Executive Secretary of Nuffield Ireland. He title was 'Your farm: Your business'. Farm Shortly after, in November 2012, Aisling is followed by John Tyrrell who is a food business, taxation and legal matters was interviewed about farming matters industry consultant and was previously affecting farmers were discussed in detail. and her Nuffield experience on national Director General of ICOS. radio RTE 1 “Countrywide”. n Kevin nolan , 2010 Scholar, spoke at the n The nuffield ireland Board is represented Ulster Farmers Union Conference in n david murphy, 2011 Scholar, was chosen by Bill O Keeffe (Chairman), Tadhg Cafre, Greenmount, Northern Ireland, on by Bram Prims of Nuffield Netherlands to Buckley (Treasurer), Padraig Walshe, GM crops and their benefits for the represent Nuffield Intern at ional on a trip Derek McCabe, Brian Reidy, Geoff Dooley, environment and Irish agriculture. He also to Argentina with Global Dairy Farmers in Peter Baker, Johnny Butterly, Aisling presented at the Norfolk Farming March 2012. David was nominated to Meehan and Amii McKeever. Conference in 2013 attend whilst attending the 2012 Contemporary Scholars Conference n Justin mcCarthy , 2001 Nuffield Scholar, n aisling meehan , 2011 Scholar, was where he stood as Chairman for a has been appointed Editor of the Irish invited to become a member of the Irish day; a day which concentrated on the Farmers Journal (the largest selling National Rural Network Strategic Issues benefits of co-operatives for farmers. agricultural print media in the UK and Working Group which recently published David is actively involved in Dairy Ireland - www.ifj.ie). a report entitled “Potential of farm Ireland representing the Discussion partnerships to facilitate entry into and Groups of Ireland; a group seeking to n michael Brady, 2004 Scholar, is President establishment in farming”. Aisling writes a positively influence the Irish Dairy of the Agricultural Consultants Association page on agricultural legal and tax matters Industry and co-op members to drive of Ireland. Th organisation serves 150 for the farm finance section of a national efficiency and rationalisation in their member firms with 350 professional staff newspaper, Irish Independent Farming. business. David is also very active in the serving 45,000 farmer clients nationwide. She also contributes articles to the law dairy co-operative Glanbia as a milk Michael recently took part in a public Society Gazette, the first of which was on supplier and serving member on the seminar with the Minister for Agriculture the topic of milk production partnerships representation structure.

France

Sarah Singla Présidente Nuffield France [email protected]

Scholars, was held in Paris on n 2012 Scholar, Jean-Guillaume Capelle, 28th November. At the end of went to Australia and Madagascar to the day, two more French investigate the microbiological products Scholars were selected - used to improve the soil fertility and Thibaud Brocard and crop production. Guillaume Motillon. n Our new website has gone live. Please n The French Nuffield take a look - go to www.nuffieldfrance.fr. Association has found new sponsorship - Vergers Gazeau, a fruit tree and vegetable farm (www.vergersgazeau.fr).

n In early January, the French Nuffield board met with the two n In October 2012, we were pleased to join 2013 Scholars in Paris in order to help and welcome the Global Focus group in them with their study organisation and Ain (see above picture). 1988 Nuffield travels plans. Scholar, Michel Pivard, had organised a wonderful weekend where both French n Several contacts were established during and Australian Scholars had the the last few months and, in early opportunity to visit an arable farm, February, France Génétique Elevage compost and dairy farm, a brewery and confirmed their willingness to sponsor a enjoy the French local food of this area. Scholar in 2014. More meetings are planned and the Nuffield French board n The selection day, along with report expects to get at least two more presentations from two returning sponsorships for 2014.

13 Nuffield International United kingdom

STePhen WaTKinS Nuffield UK Chairman [email protected]

new nuffield year meet their Scholars, building a much better relationship between Nuffield UK has had a particularly the two. We have received very n nEW DIREctOR busy year following on from a positive feedback from everybody. request for the board to look at the cOlOnEl MIkE Australian model of encouraging new sponsors VacHER has been appointed as the new Scholars and their partners to meet Sponsors are a vital part of our Director of nuffield together before they embark on organisation and for the first time Uk. He comes to the their scholarship. we held a dinner for all sponsors on When the board started to look the evening before our specialist role following seven at the issue, it became clear that Arden Conference. Again, we years as bursar to a this was an opportunity to received very positive feedback and number of large introduce some other ideas that I expect it to be repeated at the independent school would be of benefit to the flow of next Arden Conference in 2014. charities and, prior to the Nuffield year. We have a number of new that, a successful sponsors joining for the 2013 military career. application date scholarship year - the HGCA (the “Whilst not directly - 31st July UK levy body for the combinable from an agricultural crop sector); David Allen (a private background, I have After the 2012 selections, the work individual who has two Nuffield held a lifelong interest started in earnest. The closing date Scholars as tenants on his estate); in the countryside, for applications for the 2013 and Aviagen, Cobb and Hubbard and agriculture at large, and feel I can bring awards was moved to 31st July (three competing companies from relevant management and strategic planning skills which meant an extra push to the poultry meat sector coming to the role,” says Mike. ensure the applications came in. together to fund a scholarship). “I very much look forward to making a This went very well, with higher Director appointed contribution to nuffield; an organisation that applications than we have had for provides such important travel and study some time, in particular from the Whilst all these changes were going opportunities to individuals, and that has a arable sector. on, the board had to find a new proven record in developing leaders in the Moving selection interviews to director. John Stones, who had farming and rural industries,” he adds. mid-October allowed some been the UK director since the “During the coming years I will be seeking to changes to the format of the annual autumn of 2001, relinquished the take forward the service to scholars, the conference. Those selected for a post in May. The UK trustees, on administration of the trust and all the various scholarship came to the conference behalf of Nuffield, would like to offer nuffield events. “However, the nuffield Farming with their partners for part of our sincere thanks for all that John has scholarships trust depends, above all, on its pre-CSC briefing and it gave them done for the organisation in his time scholars, members and supporters. I look forward the opportunity to see what is as director. expected of them when they return. We had a tremendous number to getting to know you and support you in With the new Scholars being at of applications for the post and I whatever ways I can. Please do not hesitate to the conference, it also gave us the warmly welcome Colonel Mike contact me.” opportunity for the sponsors to Vacher OBE as our new director.

Farewell to John stones

celebrating his final conference as experience through the opportunity to participate Director of nuffield Uk, John stones in a Nuffield conference before commencing reflected that having served in the their studies. role since 2001 he believes that he is As an international organisation, Nuffield leaving the trust well positioned for countries around the world are developing their an exciting future. programmes and more countries are applying to There are more potential award sponsors join the international Nuffield ‘family’. coming forward than ever and this has been looking back, John has been privileged to matched by increasing applications from see and lead many changes and developments. He feels that, in his time, the Trustees have been s potential Scholars. The Trust enjoys a e n good custodians of the core values of the o heightened external profile, that continues to t S attract interest from the wider industry. Nuffield Awards. n h o The revised calendar for applications and “I offer my very best wishes to Mike Vacher as J

d he takes up his role. May he and his successive n candidate selection is an exciting development a

a that should allow more time for pre-study Boards of Trustees continue to actively develop l l e planning and enhance a new Scholar’s Nuffield this wonderful awards programme.” D

14 Nuffield International sUccEssEs anD FaIlUREs In nIcHE MaRkEts dJûKe Van der maaT farms in partnership with her parents on a fruit farm in Bunnik growing apples, pears, plumbs and cherries. other enterprises include a farm shop, primary school education and cows. in 2010, she started her own trading company in certified sustainably grown food. She established a group of apple and pear growers which she manages in a sustainable way and sells their fruit to retail and food services. djûke is a one of the first nuffield netherlands Scholars. here is her study report summary. the successes and failures of n ‘Place’ influences which products can be n A successful entrepreneur chooses a selling by farmers directly to grown in the area. Consumers are willing story for his brand. He knows his position consumers was studied with a to travel and pay for exclusive products in the market, and is satisfied with his or products that are typically popular in brand and its marketing. Product and the detailed investigation of the ‘4 Ps’ the home country - eg. traditional cider in brand constantly have to be developed a of the marketing mix. Wales, homegrown fruit in Ireland, bit more. good meat in Canada. Only in these n In the beginning, farmers usually start n The importance of marketing and cases, it doesn’t matter where a farm with their own produce. later on, branding has been recognised by every shop is located and how far away it is processed products are added and, after interviewed entrepreneur. Therefore, it is that, products from elsewhere will be from the consumer. bizarre that only a few entrepreneurs also sold. In tourism areas, this last n Besides the product, the ‘farm have a marketing grade. Most category of products takes over, while at experience’ also influences the companies do not have a clear marketing the same time the agricultural character success of a farm shop, whereas with plan or marketing budget. Yet most of the farm shops decreases. Farmers Markets the important factors people agree that, should the company n Farmers who produce a variety of fruits are mainly accessibility and the amount be sold, ‘the brand’ would be valuable. and vegetables usually also organise of parking places. n A good leader and entrepreneur accepts non-agricultural activities - such as pick- n Besides the ‘4 Ps’ of the marketing mix. that he makes mistakes. He is able to your-owns, restaurants and wineries. At ‘the person’ is extremely important for trust and his communication, actions and Farmers Markets, the difference between successfully selling to consumers. behaviour tell the same. leadership is ‘own’ or ‘local’ products and products He/she is the personification of their not about power, knowledge, intellect from elsewhere is harder to see. National and IQ. It is about EQ, trust, sharing, regulations about food safety and product and this passion is essential for being successful with consumers. consideration, passion and self- national food habits, also highly influence reflection. A successful entrepreneur the product range. Although, also important is good staff. Motivation’, ‘responsibility’ and reflects his emotional status, his focus, n Prices at Farmers Markets and in farm ‘development’ are keywords in finding interaction with others and how far he shops are mainly the same, or a little bit and keeping good staff. Many still thinks in opportunities. above supermarkets. Exceptionally, in entrepreneurs indicated that they all n The future for farmers who sell their Canada, consumers were willing to pay wanted to do much more work than product directly to consumers seems to much more than in supermarkets would be good for them to do, so be bright. Being local and providing because of the ‘natural’, ‘no sprays’, delegation was recognised as being hard information about the origin of a product local, quality and taste of farmers’ to implement. seem to become more popular than ever. produce. Supermarkets in Canada, much more than in The Netherlands, n A successful entrepreneur knows his n By giving trust, giving a clear and focus on quantity and price which results target group of consumers very well and honest story, the consumer develops to in a clear difference between he knows at which key points his focus being even more demanding and supermarkets and Farmers Markets/ should be - ie. health, quality, taste, good expects to get products and services farm shops. value, storytelling. that suits him. And, the consumer impatiently ‘wants it now’. n Price competition mainly happens in n A successful entrepreneur knows the tourism areas, with many farm shops market, knows the price and his margin. n Other future trends to take into account carrying the same product range. In the case of a niche market, they have include social media, greening, Farmers at markets and in farm shops to ensure that their product really is sustainability and working together with strikingly don’t work a lot with offers exclusive. They know their advantages other parties - farmers, government, and savings. and can choose their targets accordingly. other businesses.

nuffield International Website Please let us contributions welcome... know if you www.nuffieldinternational.org have news to JIM Geltch , International secretary, report or Providing easy access to scholar reports, Po Box 586, Moama, nsw 2731, australia success stories forthcoming national events and conferences, email. [email protected] to share. links to relevant websites and news... InternatIonal newsletter: Please take a look at the nuffield Production and layout courtesy of editor, JulIe Mate nsch International website. email. [email protected]

15 Nuffield International