Nuutila, Jaakko

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THE FINNISH ORGANIC FOOD CHAIN – AN ACTIVITY THEORY APPROACH  Jaakko Nuutila INTRODUCTION • EU and Finnish Government has set several goals for the development of the organic food chain, but none of those goals have been reached • Finland is behind many other EU countries for the production and consumption •  Why the Finnish food system has not reached the goals? • Activity theory approach  FINNISH FOOD CHAIN Individual stakeholders Own rules Own environment Power Money (food) Business FINNISH FOOD CHAIN Consumers Individual stakeholders Own rules Own environment Power Money (food) Evaluation of the process and product (€, %, £) Business FINNISH FOOD CHAIN Consumers Individual stakeholders Governments’ interaction Own rules Own environment Power Money (food) Development of the organic food chain to reach the goals Evaluation of the process and product (€, %, £) Business HYPOTHESIS Individual stakeholders Governments’ interaction Common rules Food chain with consumers Co-operation Money (food) Development of the organic food chain to reach the goals Evaluation of the process and product  (Quantitative & Qualitative) Business CONCLUSION • Getting consumers as co-innovators (Co-CreationTheory / Gylden, R. 2012) • Setting qualitative measures for the evaluation (Common Welfare Economy / Felber, C. 2008) • Getting full support from the Government  …enables the the growth of the organic food chain and leads to the target (Activity Theory Engeström, Y. 1987)  

The Finnish organic food chain - an activity theory approach

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