GeoVation: How can Britain feed itself? camp summary
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The document outlines the Geovation challenge focused on how Britain can sustainably feed itself, detailing the processes before, during, and after the camp. It describes preliminary workshops that identified key problems in agriculture, leading to the submission of over 50 innovative ideas, which were developed further during the camp sessions. Feedback highlighted the event's strengths and areas for improvement, contributing to future challenges on sustainable food production.
GeoVation: How can Britain feed itself? camp summary
- 1. NSC Insights Generation Service ‘from problem to pitch’ A summary of the iScout facilitated support of the GeoVation challenge: ‘How can Britain feed itself?’. November 2010
- 2. In this document • What happened before the GeoVation camp (pg 3 – 19) • What happened at the camp (pg 20 – 64) • What happened after the camp (pg 65) • Appendices (pg 66 – 106)
- 3. What happened before the GeoVation camp • We planned for a problem framing workshop: a ‘Pow Wow’ We visited Church Farm in Hertfordshire and met with Sam Henderson of Agrarian Renaissance to understand the context of the challenge. This also allowed us to start thinking about questions we could ask of thought leaders to help unpack key issues for Camp attendees to respond to with their ideas. Further information on Church Farm and the work of Agrarian Renaissance can be found in the following slides and at http://www.churchfarmardeley.co.uk/churchfarm/agrarianrenaissance.html.
- 11. What happened before the GeoVation camp • We ran a problem ‘Pow Wow’ The goal of a problem Pow Wow is to ‘unpack’ a challenge, such as Britain feeding itself, and discover within it, a range of valuable problems; those which if met provide value for all parties. We spent time with people who have perspectives on farming, government policy, supermarket dominance, biological systems and much, much more. We spent fours hours at Stoneleigh Park, Warwickshire, discussing and capturing a whole range of issues. At the end of the session we had 165 ‘raw’ problems. We subsequently clustered these under six broad themes (farm production, process and packaging, distribution, economics, education and communication) and distilled them into 23 new problem statements. These stated what the problem was and why it mattered. They were used at the camp to help the innovators really think about how their ideas connected to issues that mattered. In the images that follow, a sample of the 23 problems are shown. Please see the appendices for the full set.
- 16. Sample from the ‘farm production’ theme What is the problem? Why does it matter? How do you increase the We need 10 times as number of farmers and many farmers as we have farms (of all sizes) in the now but: farmers are UK? getting older and retiring; agricultural colleges are closing and fewer people are becoming farmers.
- 17. Sample from the ‘education’ theme What is the problem? Why does it matter? How do you better Not enough people integrate learning about (young and old) know food into all the enough about how food educational stages of our is produced, where it lives? comes from and the inherent links to being healthy.
- 18. Sample from the ‘economics’ theme What is the problem? Why does it matter? How do you influence Consumers are more than how consumers spend ever cautious about what their ‘precious’ they spend their money disposable income? on and price remains a barrier to entry for sustainably grown food.
- 19. What happened at the GeoVation camp • Over 50 ideas were submitted to the GeoVation website • These submissions were written descriptions of the idea • The judging panel invited a shortlist to develop them further • Five teams then took part in the camp itself
- 20. What happened at the GeoVation camp • We structured activities around the components of innovation We believe that innovation is a product of finding the best problem, responding with an excellent solution and then executing it in order to scale it and make it viable from a business perspective. Our summary equation for this is I = P x S x E. As innovators had previously submitted ideas to the GeoVation Challenge website in written form only, we felt it important to create activities that brought those ideas to life. At the same time, we wanted to challenge participants to ensure they really had thought about problems and were given an opportunity to build on their ideas. Where possible, we also wanted them to prototype aspects of their thinking in order to demonstrate to the judges a degree of robustness. Over the following pages, there is a selection of images that show, in chronological order, how the camp unfolded from the initial gathering on the Friday night to the pitches on Sunday afternoon.
- 26. We assembled at The Hub, Kings Cross on Friday 5 November.
- 27. Chris Parker from Ordnance Survey welcomed everyone.
- 28. David Townson from iScout reminded us of the structure.
- 29. We got to find out a little about each other…
- 30. …by asking each other what our favourite foods were…
- 31. …and lining ourselves up in alphabetical order…
- 32. …Chris’s favourite is mango (David’s is haggis).
- 33. We created a map of the UK based on where we came from…
- 34. …then chatted with those we now knew a little about.
- 35. Saturday morning began with a brief intro from each team…
- 36. …before David reminded us of the structure (again).
- 37. We explored the problems that had come from the Pow Wow…
- 38. …such as ‘How to increase the number of farms of all sizes’…
- 39. …then shared our thoughts on how our ideas related to them…
- 40. …here, showing where the idea was part of a wider system.
- 41. We then began sketching out ways to improve our ideas.
- 42. This enabled discussions that, in turn, gave rise to new ideas.
- 43. Arranging sketch sheets allowed us to see the bigger picture.
- 44. Having project ‘sketch books’ meant we could show others.
- 45. We shared our ideas with the other camp participants…
- 46. …generating constructive feedback from others to evolve ideas.
- 47. Discussing ideas was in some ways a precursor to pitching…
- 48. …testing how well we understood and communicated our idea.
- 49. After lunch, we began to prototype elements of our ideas.
- 50. Some worked at super scale, making flip-chart sized apps.
- 51. Others made paper prototypes of web sites using A4 dividers.
- 52. A found hamper was used to package an educational toolkit.
- 53. We kept problems in mind at all times (some built a shrine!)…
- 54. …and practiced pitches to make sure we used five minutes well.
- 55. ‘City Farmers’ kicked off the formal pitching at 2.30 pm sharp.
- 56. They were followed by ‘Food Nation’.
- 57. Presenters only had five minutes (a red card meant ‘stop!’).
- 58. Judges only had five minutes too and had to ask carefully.
- 59. ‘The world’s a village: ontology link to data’ were next up…
- 60. …before ‘Ugly Grub’ completed the attendees’ pitches.
- 61. ‘Integrated community food mapping’ beamed in by video.
- 62. After an hour’s debate, the judges returned. They said…
- 63. …Two ideas were invited to next year’s GeoVation Showcase and the chance to pitch for a slice of £25 000: City Farmers Peter Boyce and Helen Steer Food Nation Louise Campbell and Michael Ferguson The judges were impressed that the Food Nation idea could be brought to market quickly and deliver impact. They felt that City Farmers had a well articulated problem that could link to other projects. Both the judges and the team from GeoVation were very impressed with all teams. As ever, it was a shame that there had to be winners but GeoVation will be working with each of the pitching teams in taking their ideas forward and doing what they can to support them.
- 64. What happened after the GeoVation camp • Feedback sought to improve future camps In addition to the very positive informal feedback given by participants at the end of the weekend, we also followed up with a short online survey. Feedback was extremely good, with some small suggestions for improvement made. • Lessons learned for next challenges In addition to gathering feedback from participants, the GeoVation team also reflected on the weekend. For example, this experience of both the camp, and the Pow Wow that preceded it, had a direct bearing on the decision to readjust the time frames for future challenges. • Camp activity refinement As this was the first time the camp had been run by GeoVation, we learnt much about the structure of the weekend and the activities within it. While the overall structure worked very well, we spotted a few things to adjust. For example, how to communicate prototyping more quickly and ‘get in to it’ faster and how to make the five minutes of questioning at pitch time work fairly are two of the areas being considered for next time.
- 65. NSC Insights Generation Service Appendices Appendices that relate to the iScout facilitated support of the GeoVation Challenge: ‘How can Britain feed itself?’. November 2010
- 66. NSC Insights Generation Service Full output from the Pow Wow The following slides are what was produced following the problem Pow Wow at Stoneleigh Park. It is what was shown to Camp participants (and was on display all weekend). It was interesting to see the links between the resolved ideas and this material. All were influenced by it to some degree.
- 67. NSC Insights Generation Service How can Britain feed itself? Output from problem Pow Wow 3 November 2010, Stoneleigh Park A workshop to identify important problems that innovators should consider as they develop solutions to help Britain feed itself.
- 68. Participants: Colin Tudge, Biologist and science writer Ruth West, Director, Campaign for Real Farming Richard Barnett, New Forest Transition Network Sarah Church, Food Policy Unit at DEFRA Chris Parker, Ordnance Survey Sean Miller, Innovation Scout David Townson, Innovation Scout
- 70. 7 people 4 hours 165 ‘raw’ problems 23 insights 6 themes
- 71. Farm production Key problems associated with how land is used and managed for the growth of crops and the rearing of animals.
- 72. 1 Farm production What is the problem? Why does it matter? How do you increase the We need 10 times as number of farmers and many farmers as we have farms (of all sizes) in the now but: farmers are UK? getting older and retiring; agricultural colleges are closing; and fewer people are becoming farmers.
- 73. 2 Farm production What is the problem? Why does it matter? How do you sustainably If we need more people maximise the potential growing things, then they output of produce from need to know if the land the land given the terrain, is suitable and how to use fertility and access to it sustainably. land?
- 74. 3 Farm production What is the problem? Why does it matter? How do you align what People desire a variety of the farm can, and should, produce in and out of produce with what season throughout the people want? year, yet a single farm may not be able to meet all of their individual needs.
- 75. 4 Farm production What is the problem? Why does it matter? How do you access the Growers need resources right resources (people, and know-how tools, technology, appropriate for their size, know-how, skills) to get but this can be costly and the best out of your farm systems do not exist to or even back garden (big make sharing of or small)? resources easy.
- 76. 5 Farm production What is the problem? Why does it matter? How do you ensure Pressures to farm animal welfare is at its commercially successfully best when balancing may result in welfare being sustainable with corners being cut, despite running an efficient farm an increasing desire from that meets demand. consumers to buy produce that has been well looked after.
- 77. 6 Farm production What is the problem? Why does it matter? How do you make more Only 0.5% of land comes land available for those onto the market per year that want to farm and and navigating the grow stuff? planning permission system is challenging.
- 78. Process and packaging Key problems associated with how produce from the land is made ready for distribution
- 79. 1 Process and packaging What is the problem? Why does it matter? How do you reduce waste ‘There never used to be produced as a result of any waste on farms, it growing and consuming? was all fed to animals’. How do we efficiently use what we grow whilst minimising wastage?
- 80. 2 Process and packaging What is the problem? Why does it matter? How do you ensure all Most farms do not have livestock slaughter is easy, local access to a humane? suitable abattoir or have the capability to do it on-site themselves.
- 81. 3 Process and packaging What is the problem? Why does it matter? How do you ‘marque’ People are bombarded your farm’s produce so with choice of ‘marqued’ that the attributes of the produce and find it hard produce (locality, great to make a purchase taste, high quality) are decision. effectively communicated?
- 82. Distribution Key problems associated with how local produce reaches local consumers
- 83. 1 Distribution What is the problem? Why does it matter? How do you improve the Some of the larger farms delivery infrastructure to only supply big get produce to the right supermarkets and not person at the right quality local communities, while whilst minimising the some people want environmental impact? produce that can’t be sourced locally.
- 84. 2 Distribution What is the problem? Why does it matter? How do you improve Not all farmers and relationships within the growers work supply chain and bring comfortably across the stakeholders closer entire supply chain and together? this may be to the detriment of their business.
- 85. 3 Distribution What is the problem? Why does it matter? How do you replace Supermarkets currently supermarket dominance perpetuate an by mutually-beneficial unsustainable relationships from farmer agribusiness rather than to consumer, based on an agro-ecological sustainable principles? approach to growing and utilising food.
- 86. Economics Key problems associated with the costs of creating produce for consumers, the prices charged to consumers and what else consumers spend their money on
- 87. 1 Economics What is the problem? Why does it matter? How do you make it Even if you choose the compelling to use land for farming option, you face farming when other land additional financial use options are barriers (for example, potentially easier and free market economics, more profitable (for rising cost of fuels and example, golf courses)? stringent contracts with supermarkets).
- 88. 2 Economics What is the problem? Why does it matter? How do you make the link There is a perception that between price and value people are ‘better off’ (quality, locality, taste, buying from a environmental supermarket rather than considerations) more a farm but it could be a compelling to a wider false economy. audience?
- 89. 3 Economics What is the problem? Why does it matter? How do you influence Consumers are more how consumers spend cautious than ever about their ‘precious’ what they spend their disposable income? money on and price remains a barrier to entry for sustainably-grown food.
- 90. 4 Economics What is the problem? Why does it matter? What are the innovative Existing business models enterprise models that for growing, buying need to be developed to selling, consuming and grow and use food using food perpetuate sustainably? because the potential of alternative models is not widely recognised.
- 91. 5 Economics What is the problem? Why does it matter? How do you transition Failure to do so may from existing business perpetuate the status and enterprise models to quo and a retreat to what more sustainable ones ‘works’ (albeit over time, whilst unsustainably). maintaining resilience and stability?
- 92. Education Key problems associated with how people of all ages, knowledge and background learn about the benefits of how Britain can feed itself.
- 93. 1 Education What is the problem? Why does it matter? How do you better Not enough people integrate learning about (young and old) know food into all the enough about how food educational stages of our is produced, where it lives? comes from and the inherent links to being healthy.
- 94. 2 Education What is the problem? Why does it matter? How do you make it easy Many people do not have for people to learn how a strong enough to cook locally-sourced relationship with food: food? making time for it, knowing where it comes from, learning how to prepare and cook it.
- 95. 3 Education What is the problem? Why does it matter? How do you enable those Many people have land of keen to grow their own all shapes and sizes that food (at all scales) learn they would like to grow the skills to do so? things on but don’t know what to do next.
- 96. Communication Key problems associated with how to engage hard-to-reach people in Britain feeding itself sustainably.
- 97. 1 Communication What is the problem? Why does it matter? How do you help people There is much navigate the excess of misinformation and information available on badly-designed approaches to information about issues sustainable food people need to better consumption? understand but it competes with well- designed information on other types of food.
- 98. 2 Communication What is the problem? Why does it matter? How do you create a Sustainability means common definition of many different things to what sustainable food many different people, production and which may devalue the consumption means? efforts required to help Britain feed itself.
- 99. 3 Communication What is the problem? Why does it matter? How do you compete Consumers are exposed with the messaging and to thousands of brand communication from messages each day; multinational food unfortunately not from companies and those who can help supermarkets? Britain feed itself.
- 100. NSC Insights Generation Service Online camp survey In the two weeks following the camp, an online survey was distributed to all participants (idea developers, idea supporters and judges). The following slides show some of the feedback taken from their responses regarding various aspects.
- 101. NSC Insights Generation Service On the design of the camp and the support received ‘The time spent was invaluable and they taught me a lot which I did not know and the facilitation was brilliant.’ ‘Given the rather open-ended idea we arrived with I felt that we got a lot of direction at the start when we needed it but were given enough space to develop our idea ourselves once preparing the presentations.’
- 102. NSC Insights Generation Service On the venue ‘Absolutely wonderful! Fantastic light and space for working, great atmosphere and superb food & refreshments.’
- 103. NSC Insights Generation Service On what was the ‘Aha!’ moment from the weekend ‘Defining the real problem workshop on the Saturday morning.’ ‘Problem exploration, solutions sketching, planning and prototyping.’ ‘Seeing lots of fuzzy workings being resolved to initial pitches for the first time.’
- 104. NSC Insights Generation Service On how to make it better ‘Maybe suggest a couple of the books ahead of time. Lots of books were at the camp but really no time to read them.’ ‘Maybe a few more stretch breaks as there was a huge amount to take in and I think the brains would have appreciated a little more 'chill' time.’
- 105. NSC Insights Generation Service On how to make it better ‘I can find nothing to improve upon, genuinely a great experience.’ ‘The framework, structure, energy and facilitation were brilliant. I've not seen it done better, anywhere!’
- 106. NSC Insights Generation Service On advice you’d offer future participants ‘Go with an idea, listen to people with experience, have an open mind and be prepared to adjust both your approach to pitching and the parameters of your idea.’
- 107. NSC Insights Generation Service On advice you’d offer future participants ‘Enjoy!!! a thoroughly amazing experience which I would not have got anyone else. It was so much fun bouncing ideas off people and making the most of the opportunity which we had.’ ‘Get a good night’s sleep beforehand and come prepared to be flexible with your idea and how it can be developed.’
- 108. NSC Insights Generation Service On whether you’d recommend the camp to others ‘Yes’ = 100% ‘No’ = 0%
- 109. NSC Insights Generation Service On whether you’d recommend the camp to others ‘It was fun and I felt like I learnt lots. Nice atmosphere and I met some interesting people.” “Very high standard of training in innovation.” “An idea environment to encourage and build on ideas, a very nourishing experience not just just for idea winners but for supporters and whose willing to give their time.”
- 110. NSC Insights Generation Service On whether you’d recommend the camp to others ‘It was, quite simply, a fantastic experience and I would happily bring my skills along to other Challenges to help other teams bring their innovative ideas out into the World. I've already spread the word about GeoVation…’
- 111. Thank you For more information on any of the information and approaches contained in this document, please contact: David Townson david@innovationscout.co.uk 07974 741315 For more information on the GeoVation Challenge in general and this camp in particular, please go to: http://www.geovation.org.uk/geovation-camp-how-can- britain-feed-itself/ or contact: Chris Parker chris.Parker@ordnancesurvey.co.uk 07867 553091