Food Marketing Platform based on Science ‐ based Agriculture and Food Culture Takaharu Kameoka Takaharu Kameoka Mie University, Japan
Ubiquitous Network Society in 2010 (u ‐ Japan) MPHPT Communications News, March 11, 2004, Vol. 14, No. 23
1960- 1960 - 1970 1970 1980 1980- -1990 1990 2000 2000- - From the Mass-production ・ High growth Era of mechanism low growth Mass marketing ・ → Stable growth to be bought to be bought Mass consumption Mass consumption Shrinkin Shrinking of f Demand ＜ Supply demand To the mechanism Supply ＞ Demand Circulator-driven Customer- to be recommended Producer-driven driven Mass Marketing Direct Marketing Personal Marketing Strategy Strategy gy Strategy gy Vendible Vendible System Ｗｅｂ１．０ Ｗｅｂ２．０ Appearance of Mass Convenience media/TV CM stores/ Large One Way Interactive Discount shop Information Information M Magazine/Book i /B k Announcing HP Blog Shared site /TV Shopping System μ Blog ＳＮＳ Word of mouth ＣＧＭ
CGM(Consumer Generated Media) CGM(Consumer Generated Media) PC PDA Network Upload Upload p ： Share Uplad U Cell phone Flat （ Equality ）
ＡＩＤＭＡ Consumer behavior model (Real World) Consumer behavior model (Real World) • Before CGM • Before CGM A Attention i • For advertisement and promotion i Interest • AIDMA as a consumer behavior Desire • Idea based on mass marketing strategy or Memory direct marketing g strategy Action Come to an end when getting Come to an end when getting thrown off the market Development of new product
Customer behavior in the Internet age （ AISAS ） Voluminous information more than media Massage Baoard And “pure”. Media Blog TV/Radio Maga ine TV/Radio, Magazine SNS Auction Share Attention SPOT ADS Official Web Site Action Interest blog Affiliate blog Affiliate Community Amazon Search Auction kakaku.com Comparison without difficulty C i ith t diffi lt Yahoo Information on the lowest price Search thoroughly Reale value is also known
Paradigm Shift in Marketing Concept Paradigm Shift in Marketing Concept Approach to start from sale Important Result Entrance Method Old Old subject subject Market Market Profits by Profits by Product P d Production Promotion Mass sale Approach to start from market New N Profits from Customer Customers’ Customers’ Total segment segment satisfaction satisfaction request t M Marketing k ti and good business aimed at relationship
Consumer Behavior CGM CGM Cultural Extension Cycle ・ Twitter ・ blogs ・ microblogs ・ BBS Input of New Knowledge = Promotion p g Quality Consumer Behavior Modification ・ Popularization of Products Food Culture Food Culture (word-of-mouth) (word-of-mouth) ・ Quality Requirement on Products Quality Primary Production ・ Necessity of Cultivation Recipe N it f C lti ti R i ・ Commodity Production Primary Production (satisfying the required quality) Cultivation Recipe ・ Production of required quality products
Food Marketing Platform g Server(Agri ‐ Cloud) Food Academy Food Academy ALFAE ALFAE ・ Consumer Education ・ Science ‐ based Agriculture Consumer Marketing Platform Farmer Food Artisan ・ CGM ・ CGM (Aeon) ・ Customer’s Behavior （ AISAS ） ALFAE ・ Agricultural Products with Quality Spec with Quality Spec ・ Agri Servers & Sensors ・ Agri ‐ Servers & Sensors ・ Cultivation Recipe ・ Characteristics of Agricultural Products ・ Agricultural Products Agricultural Products Internet with Quality Spec
Why such system necessary? Regulations that needs to be Quality requirement dealt with from Foreign Country Standardization of Agricultural Products • • Functional Quality (Standard, Making criteria obligatory, ・ Eating Quality Enshrining into Law) ・ Organic JAS Organic JAS Sweet Sour Bitter Crisp etc Sweet, Sour, Bitter, Crisp etc. ・ Revisions to residue standard of agrichemical ・ Appearance • Scientific approach to standardization of Color, Shape, Size agricultural products ・ Others Others ・ Good Agricultural Practice (GAP) Good Agricultural Practice (GAP) GlobalGAP Smell, Weight etc. SQF2000 • Componential Quality JGAP • Ethical Quality Ethical Quality ・ New ISO for quality control of Agricultural New ISO for quality control of Agricultural products (Social Responsibility) ・ ISO22000, ISO14000, ISO9000 ・ Safety ・ SA8000 ・ Display ・ Guideline for Traceability Display y ・ Guideline for special cultivation display ・ Traceability • Validation by third party ・ Environment ・ Human rights g Science ‐ based Agriculture using Agri ‐ Server is easy to deal with above ‐ mentioned regulations.
Activity of Food Artisan by Aeon ‐ Create Ancient Value in the Next Generation ‐ Succession of Regional Food Culture Quality Regional Building of Industrial Development p Confidence and Pride Activity of Food Artisan Own Food in Each Region in Each Region ･Collaboration among Academic, Business, and Government Regional Brand ･Marketing as a Daily Commodity y y ･Food Education Extraordinary Commitment to Food Brand Certain standards Production Volume
Activity of Food Artisan Customer University Research Organaization All for the customers’ satisfaction Producer Local Government
Activity of Food Artisan Activity of Food Artisan Japan Miscellaneous cereals Olive Sakurajima ‐ Radish Annoh ‐ sweet potato
ALFAE Area ‐ wide e ‐ Laboratory for Food, Agriculture and Environment http://www.alfae.org Aggregate corporation made up of the experts in Agricultural ICT i d f h i i l l The ALFAE is the driving force for realizing a human ‐ based economic and social system in the world maintaining an appropriate balance and social system in the world, maintaining an appropriate balance among food, agricultural and environmental objectives. The feature of the ALFAE is the collaboration between industry, government, universities and citizens, who are cooperating to build social ethics and lead life environments in the right direction. Soon comes the new digital era we will undertake our mission using Soon comes the new digital era, we will undertake our mission using computer networks as a communication tool for enhancing human nature. The ALFAE is aiming at the creation of Paradigm Shift for social Th ALFAE i i i h i f P di Shif f i l development, cultural succession and the enhancement of Quality of Life for everybody. y y Cahir: Takaharu Kameoka , Mie Universit ｙ
Components related to Food Culture Components related to Food Culture Environment Food Production Food Production F Food d Food Safety Food Security か Culture Food Quality
Projects of ALFAE • Agriculture: Science ‐ based Agriculture: Science based Agriculture Agriculture � Arrangement and Extension of its Thinking Way � ICT Application in Cultivation
Science ‐ based Agriculture g 2008 ‐ 2011 Project of MAFF Whole Image Whole Image Whole Image Whole Image Whole Image Whole Image Whole Image Whole Image Crop Calendar General Farmers Fruits of Work Browsing Knowledge Data Cultivation based on data Real ‐ time Data FS Server （ Cloud ） Record of Field Breakaway from eKo GPS Investigation Browsing BirdCam ？ BirdCam ？ Agriculture of Agriculture of Feeling and Experience ！ Instructors Farmers Kanayama Pilot Farm, Mie Japan
Sensor Network in the Mandarin Orange Field eKo Wireless Node eKo Wireless Node ＩＰ－ＶＳＡＴ eKo weather station FieldServer eKo Wireless Base E ｍー５０
Allocation of eKo in the Field Allocation of eKo in the Field Node2 Node3 Node4 Node4 3m Node1 Field Server Field Server (a) (b) Base Station L Legend d (c) Field Server Field Server 3 z Base Station 1 2 4 Nodes
Sensors for eKo Sensors for eKo (a) (b) Watermark Wind Speed & Direction Sensor ( ) (c) Decagon EC-5 Weather station Weather station (d) (d) Temperature/Humidity Sensor
Agri ‐ Server ‐ New type FieldServer ‐ N Fi ldS
Web of Agri server Web of Agri ‐ server
Sensing Information in Agriculture Light Light Photosynthesis : 6CO 2 ＋ 12H 2 O → C 6 H 12 O 6 ＋ 6O 2 ＋ 6H 2 O Agriculture Agriculture E Environmental Information i l I f i H 2 O Environment ： Whether Transpiration Measurement: ○ Temp. / Humidity (Latent Heat) Reflection Photomorphogenesis Photomorphogenesis Control ：× Control ：× Wi d di Wind direction ti O 2 Wind velocity Plant ： Pressure/ rainfall Glucose Measurement: × Insolation/CO Insolation/CO 2 Control: ○ Soil Information Leaf Surface Temp.T s ・ Measured Temp. Data Record Data Record Water content Water content Infrared Radiation ・ Model pH/EC Air Temp. T 0 （ when T s >T 0 ） Mineral CO 2 Sensible Heat Very Important! Respiratory p y Structure/ Soil microbe Structure/ Soil microbe （ when T g T 0 ） （ when T >T 0 ） Mmetabolism H 2 O O 2 Ground Temp. T g H 2 O H 2 O P P K K P P P P N N K P K K K N humic substance H 2 O P Aggregate Acescence pH6 ～ 7 Structure Organic matter ： Decayed by Soil microbe P K H 2 O H 2 O
P Projects of ALFAE j f ALFAE • Food ： Food Academy Food ： Food Academy � Regional Food Cultural Succession and Its Branding � C � Consumer Education through Field Experience Ed ti th h Fi ld E i
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