Local food distinctiveness primarily comes from the geography, climate and culture of an area. The cold, nutrient rich but ice-free North Sea, and its fertile land margins, give a set of conditions for specific types of food animals and plants. In addition, the human communities around the North Sea have been relatively stable and have, to a large extent, been spared traumatic disruptions to agriculture, fishing and long-established food cultures. This combination of indigenous commodities and accumulated food knowledge/practices means that there is a historically-based distinctiveness to the North Sea rim. As the North Sea Region is part of the busiest transport and economic areas, its high quality environment is under constant threat and managing this shared food distinctiveness amongst competing demands is a challenge that requires transnational co-operation. This can be achieved through encouraging areas around the North Sea to work together and share knowledge and experience.

The North Sea region has a varied coastline. Significant parts of the region have a high dependency on agriculture and fisheries. The Region’s off-shore and landward areas offer a rich environmental, cultural and economic resource. There are also, however, wide disparities between areas around the North Sea in terms of population density, economic activity and accessibility. As the North Sea Region is part of the busiest transport and economic areas, its high quality environment is under constant threat. Managing this shared natural resource amongst competing demands is a challenge that requires transnational co-operation. The areas around the North Sea share a number of common challenges and problems. The Interreg Programme aims to help secure a sustainable and balanced future for the whole region. This can be achieved through encouraging areas around the North Sea to work together and share knowledge and experience.

Innovative Approach:

• Business is at the core of this project. It is more than sharing best practice. The business forums/networks will help inform the project partners about current and future needs.
• The use of mentoring and coaching will break down transnational barriers
• The project will demonstrate a new way of working together on food projects across the North Sea to achieve common goals. Our aim is that every part of the project structures will be delivered transnationally. Every partner will contribute to every part of the project. This strategy for involvement could help inform the structure of other transnational projects and act as a model of best practice.

The main project objective is to develop regional food ‘product and knowledge’ distinctiveness, across the North Sea area to assist in managing change in the food sector with the resultant economic and environmental challenges it brings. The project objective will be achieved through an integrated approach of product development, business engagement, marketing, training, and the sharing of best practice models. The project’s two main themes of “Developing and promoting the regional identity of food” and “Encouraging and enhancing the sustainable food production and market for regional produce” have at their core the issues of sustainability, education, health, innovation within a traditional sector and the development of sustainable local communities. By working in partnership and through the transfer of knowledge amongst partners it is clear that a stronger North Sea Regional Food identity and sector can be achieved.

The project objective will be achieved through an integrated approach of business engagement of SMEs, product development, marketing, training, innovative “local” distribution systems and the sharing of best practice models within the North Sea food sector. Support of the positive aspects of the North Sea Food identity will be achieved by increasing the exchange of experiences between areas, and amplifying ‘learning from each other’s activities. The North Sea Region’s economy is highly dependent on SMEs. Although SMEs traditionally lack the scale and capabilities to innovate, those working in new sectors and niche markets often act as leaders in developing and testing new products and processes. There is a major opportunity to improve the economy and diffusion of welfare in the North Sea area by increasing the innovation potential of SMEs.

The project objectives include:

• More profitable sales for food businesses.
• Sustainable food businesses.
• Adding value to North Sea regional produce.
• Sell quality produce across the North Sea area to support and develop our internal markets.
• Create a bigger market place for our businesses (develop ‘economies of scope’).
• Encourage more business innovation and growth.
• Upskill our workforce.
• Create new jobs.
• Encourage the development of a sustainable workforce.
• Encourage more young people to become involved in this sector.
• Develop a total quality food experience for visitors.
• Encourage the use of local and regional produce in restaurants.
• Extend our tourist season.
• Use events to promote local produce.
• Increased engagement with the key stakeholders in the North Sea regional food economy.
• Demonstrate that business innovation is not just confined to large urban areas.

Activities and expected results:

- Four common themes were agreed from the discussions:

• Identity
• Business Engagement
• Marketing and Promotion
• Training and Education

It was agreed that these themes would become the basis for future work packages for an Interreg application. Each of the work packages will be led by different partners. A Project Steering Group would be created comprising the Lead Partner and leaders of each work package. The group was advised that two additional standard work packages would also be required for the Interreg application: • Project Management • Communication Plan (for dissemination and mainstreaming information)

Recent research in Denmark has shown that the success of SMEs (including SMEs in the food sector) depends on them having skills, networking opportunities, niche differentiation and an inclination for growth. Businesses involved in the project will have the opportunity to benefit directly from access to innovative learning, new commercial ideas and professional mentoring from other countries. Groups of businesses will also benefit from the local application of successful collaborative business and innovation models from other countries. In addition, participating businesses will benefit from the development of niche business clusters (eg for collaborative buying, distribution and marketing). Also of benefit will be the identification of strategic issues, and participation in joint lobbying at national, regional and European levels to influence policies.

North Sea Regional foods will be supported by a combination of trade development activities, improving business competitiveness, and developing projects designed to both influence decision makers and increase consumer awareness. Improvisation and innovation is not precluded by a regional food identity if it exploits the area’s traditional food commodities and recipes. Equally, combinations of regional and other foods can give a modern ‘twist’ to existing methods and techniques. This type of innovation can be applied throughout the food supply chain to include packaging, processing, purchasing, retailing, existing food hubs and tourism operators. The potential also exists to encourage innovation through learning from what works (and doesn’t work) in other areas around the North Sea, and identifying transferable knowledge, skills and techniques. Centres of Excellence will also be identified and their services promoted around the North Sea (eg the University of Abertay Food Innovation project in Dundee, Scotland and the ID-NORFOOD project at the University of Copenhagen, Denmark).

The project will provide some stimulus to the supply chain, and restaurant businesses, through the utilisation of food from different parts of the North Sea rim. This sort of activity could help embed a more general idea of the North Sea identity. The work of this project will produce research, an analysis of business needs (eg infrastructure and learning) and a strategy to support local food innovation. This strategy could be adopted by the North Sea Commission. • The project will also help create a common understanding of the shared values and commercial potential of the North Sea food region. The project’s ability to offer local and transnational business networking opportunities should help the potential growth and development of SMEs in the North Sea Region. The project will contribute to the EU’s aims of promoting local sourcing, diversity and innovation.

Partners have already been involved in developing the initial project concept/issues from Scotland (Angus Council, Aberdeenshire Council, Dundee College and Fife Council), England (Norfolk County Council and Suffolk County Council), the Netherlands (Province of Zeeland), Sweden (Region Vastra Gotaland and Vestra Svensk Tourist Board), Norway (Telemark County Council).

Each of the project’s activities are designed to be led by the project partner who has demonstrated “best practice” within that area and who will assist the other three national groups to develop their own solutions, using the best practice example as a base. From that each national group should have produced their own Products/services, which will then be combined to provide a North Sea network interlinking each of the national products/services.

The project structure has been deliberately designed in this method to ensure maximum ‘ownership’ of the project by the partners, in addition to securing maximum involvement and shared responsibility of project delivery.   

Open for discussion.