Bram Bos KSI, January 16th, 2006

Transcription

1 Keeping Houden van of hennen laying hens The development of new husbandry concepts for laying hens for sustainable egg And love me! Bram Bos KSI, January 16th, 2006 Financed by: Dutch Ministry of LNV Production of eggs in Europe: is there a problem? Natural system The image of free range systems? More sustainable, and robust! Battery cages forbidden in 2012! Environmental issues how to prevent Avian Influenza! Welfare and health can t be served both Beak trimming forbidden in 2006 Economics of current alternatives? The goals of the project Create a starting point for improvement & change to an innovative & sustainable egg sector By: design of new concepts for socially desirable systems Development of a design method Internal WUR-goal: train young employees in working in interactive research projects Phase 1: January June 2004 Phase 2: July 2004 until January

2 What are challenges & perspectives for the future? rewarded by society No more public debate and threats Sustainable Happy hens with good Environmental friendly Welfare and health in balance Satisfied poultry farmers Better price for a better product Houden van Hennen: the team Seven, mostly young professionals * From different disciplines: ethology, agroengineering, genetics, business-studies, communication, architecture, philosophy and biology From different WUR institutes Application procedure Working apart from their organisations for one day a week during eight months Project & activity scheme (as of April 2004) Working process I Stakeholder analysis Naturalness Knowledge network Robustness Societal ideal images / views Strategic problem definition Program of Demands Communication Divergence Converge nc Methodical design New concepts & designs Establishing a common frame of thinking and language within the team Time consuming and quite not trivial Lasted for almost eight months! Frustrating. Establishing a network of expertise Various expert & scientific knowledge Knowledge and experience within the field Defining a common problem definition (SPD) Interviews with variety of stakeholders Nonetheless: no real commitment of stakeholders Assessing the needs of three main actors Interviews, ethological data Citizen panels (outsourced) Defining a Programme of Demands Assessed by stakeholders during workshop 2

3 Working process II Working process III Three creativity workshops with stakeholders on pesky problems Identification of central elements in concepts to be designed Team internal Functional compatibilities Synthesis of needs Special design team (subset of team + additional member) Works out two basic concepts based on PoD and central elements Sub rosa assessment of concepts with several experts in network Assessment of concepts by members of citizen panels Based on artists impressions and accompanying information Led to fundamental last minute redesign of one of the two concepts Production of communication products for June 17th (presentation of concepts) High pressure, no full-fledged communicative strategy Presentation June 17th 2004 (Venlo) Video, presentations, position-taking by several main actors (sector, Animal Defense Movement, Department of Agriculture) General activities along the road: Intensive communication en route: Monthly articles in Pluimveehouderij Website ( and -newsletter Integration using Methodical Design guidelines (Intermediate) products until 2004 (end phase I) Concept 1: The Rondeel Network of associated actors (experts, stakeholders) Strategic Problem Definition Articles on several subjects of the project in Pluimveehouderij Programme of Demands Concepts Rondeel & Plantage Brochure, posters and video about the project (June 2004) Houden van Hennen as an Approach 3

4 Concept 2: The Plantage Key innovative elements Key breaks with existing patterns Space requirements of laying hen based on ethological needs more space than traditional systems, but less than organic Functional differentation in layout of system Design centers around main activity of hen: scratching Outdoor integrated element of system Solution for outdoor -- avian influenza problematic Designs fit different submarkets Designs show how laying hen husbandry may be sexy Depart from needs instead of standard solutions Synthesize needs of three different actors Laying hen, farmer, consumer/citizen Create space for differentiation Different types of farmers, consumers and hens Marketing is part of the design challenge Breaking the taboo of antropomorphism Refutation of the believe of communicating vessels any improvement in animal welfare, or environment will necessarily reduce profitability 4

5 First response NGO s: enthusiast Sector: overall reserved or outright rejecting Main obstacle: much too expensive However: individual innovators express support, but not in public Agricultural press: nice, but expensive. Wageningen UR presents future laying hen house LNV: differentiated response General: concepts get the attention, not the message behind them Phase 2: Follow up (june ) Small amount of money for implementation Transitional budget Key challenge: winning hearts and minds of poultry sector and LNV (Dep. of Agriculture) Phase 2: Follow up (june ) Phase 3: Gaining momentum (now) Road show to study clubs (2004/2005) Stressing the general message, not the concepts Face-to-face talks with several interested parties within the sector ( ) Presentation at LNV, okt 2004 Klokhuis-special on Houden van Hennen, feb 2005 With one of the interested parties Creation of an alliance between four very different farmer/entrepeneurs (2005) Formulation of coherent implementation project (> 3 Meuro) Quest for financing But: the project is too far ahead (in terms of integration) to fit current criteria for subsidy But: one subproposal is found too cheap to be financed Nomination for sustainability prize (Ei van Columbus) Innovation prize 2004/2005 ASG-WUR Positive publication in Pluimveehouderij One of the partners wins trial Raad van State on environmental license, thanks to his partnership in Houden van Hennen. Egg packagers and others begin knocking at the door. 5

6 Houden van Hennen as a KSI project No use of future visions Concepts and other products are pattern breaking, but not too much Project delivers several different angles for assimilation by stakeholders No adoption, but assimilation: innovative entrepreneurs are invited to use, add, change the results and the concepts Results primarily cultural and structural, not technological Results (1) From the strategic problem definition: Happy hens: ethological & physiological needs fulfilled Society: positive & truthful image of the designs (differentiated!) Poultry farmer Three roles: Animal keeper, entrepreneur, labourer himself Three wishes: care for animals, income, good working conditions Outdoor access: necessary? Why? for whom? Animal health? Programme of Demands Solution finding & design: elevate contradictions, find new solutions Results (2): citizen&consumer views Citizen & consumer views Hightech Plaatjes: Romantic views Kasteel vooraanzicht met 2 vlaggen Met fiets over kronkelpaadje naar boerderij Boerderij met kipjes ervoor & nature 6

7 Citizen & consumer views Results (3): The new concepts - characteristics Plaatjes: Ferrarikip Motorkip Rolschaatskip Glijbaankip Afgezonderde kip Dynamic life & privacy Husbandry system for hens Automated like cage systems Welfare and social acceptance can be combined Concepts fit demands of specific consumer groups Housing density: far below current housing systems Evaluated (and re-designed) Moderate increase in costs Examples for inspiration not blue prints! with information in: English German and Dutch! 7