Gubeen Farmhouse Products

Transcription

1 Leonardo da Vinci Programme NATURALITER Case Study: Gubeen Farmhouse Products West Cork

2 Case-study scenario in West Cork Located in the extreme south west of Ireland, West Cork is regarded as a rural periphery. Sustaining a population of 109,000, the economy relies heavily on agriculture and agriculture related manufacturing and service activity. Although Agriculture is declining in real terms it remains a a core component of the region s identity. The key development challenge lies in the broadening and diversifying of the economic base. The region s capacity to achieve this depends on the capacity to harness its considerable natural, environmnetal, cultural and social resources to leverage competitive advantage for quality local produce. Quality of life factors and a strong regional image and identity are recognised as significant determinants in achieving territorial competitiveness in the region. The region is generally characterised by relatively small farm holdings and an aging farmer profile. It is anticipated in light of EU and WTO reforms that a considerable polarisation in farming will occur. On one hand this will achieve a greater efficiency and competitiveness for commercial farmers. On the other it requires that new supplementary income opportunities and a greater fous on added-value and innovation be achieved. Dairying is the dominant activity whilst beef, lamb & pork production, forestry and horticulture are also of significance. Organic production is an emerging though marginal activity as yet. The West Cork region has a high reputation for food production and the West Cork Fuchsia Brand has created an infrastrucure for local enterprises to sustain and develop. The branding initiative has been important in creating networks, promoting collaborative marketing, raising quality standards and accessing new markets both within the region and further afield.

3 Gubbeen Farmhouse Products This highly successful example of farm diversification began with the establishment of a farmhouse cheesemaking enterprise in In subsequent years, through involving the next generation, the enterprise has expanded into a thriving family farm business producing cheese, smoked products together with vegetables and herbs. Gubbeen Farm Products now employs 18 local workers, 16 full-time and 2 part-time. The business is owned and managed by Tom and Giana Ferguson with their son Fingal and daughter Clovisse.

4 Gubbeen Farmhouse Products The Farm Gubbeen farm is an 85 hectare dairy holding with an 720,000 litre quota. It is situated outside the village of Schull, in West Cork, on the edge of the Atlantic. There is a long tradition of farming at Gubbeen. The Ferguson family have worked this land for five generations. Tom Ferguson has built up the herd in his lifetime. This has forged a strong sense of working with the land and for the animals. The philosophy of the farm business is rooted in the principle that Our land and the food we produce are connected. We keep our land healthy. This produces healthy animals and crops from which we make our Gubbeen Farm Products for your family s health.

5 Gubbeen Farmhouse Products The Grass The West Cork Gulf Stream creates a warm and humid climate along the Southwest Coast, which is ideal for growing grass. The farming methods used strive to keep the land productive for grazing. The herd is kept outside for at least eight months of the year on this pasture. The Cattle Tom Ferguson has built up a Cheesemaker s Herd. It is a mixture of several breeds that bring a quality of milk to the dairy for making Gubbeen Cheese. There are British Friesians, Simmenthals, Jerseys, Shorthorns and the Kerry Cow Ireland s only native breed and a valuable asset to the cheesemaker.

6 Gubbeen Farmhouse Products The Milk To keep the milk flowing for the dairy, the cattle are calved throughout the whole year. It is their diet of grass and mixed pasture that produces the quality of milk that gives Gubbeen Cheese its unique flavours.

7 Gubbeen Farmhouse Products The Cheese As a child in Spain, Giana s family had made cheese from goat s milk on her father s small farm in the mountains above Alora. Later, living in France, Giana was brought into contact with the great French cheeses. Marrying into a farming family in Ireland, where some of the best milk in Europe is produced, Giana and her husband Tom experiemented and produced their own cottage cheeses and fresh cheeses. They soon met other cheesemakers, working both in West Cork and nationally. This developed into the Irish Farmhouse Cheesemakers Guild. Gubbeen Cheese has been produced since It has been enjoyed across Ireland, Europe and America. It has won some of the key cheese awards both in Ireland and England. Gubbeen Cheese is a surface ripened, semi-soft cheese with a delicate pink and white rind that is developed in the curing rooms by daily washing and a lot of skilled care.

8 Gubbeen Farmhouse Products Other Products At Gubbeen the whey from the cheese production is fed to pigs which are slaughtered to provide the raw material for the Dry Cured Smoked Meats part of the business. The whey gives the pork sweetness and texture. The range of dry cured smoked meats produced includes salamis, hams, bacon, continental style sausages and patès. These are hand made using only quality ingredients. These products are sold at local farmers markets and also niche marketed into many of the best known delicatessens and restaurants around the country. The smokehouse is also used to produce a Smoked Gubbeen Cheese by the addition of Oak Smoke.

9 Gubbeen Farmhouse Products The Herb and Organic Vegetable Garden This organic horticulture unit is the latest addition to Gubbeen Farm Products. Herbs from the garden are used in production of the smoked meats. Both herbs and a range of organic vegetables are sold at Farmers Markets throughout the region as well as to local restaurants.

10 Gubbeen Farmhouse Products The Business To summarise, Gubbeen Farmhouse Products is made up of 3 farm diversification enterprises:- Gubbeen Cheese Tom Ferguson manages the herd and wife Giana manages the dairy and cheesemaking operations. Gubbeen Smokehouse producing Oak Smoked Gubbeen Cheese and a range of smoked meats and patés, managed by son Fingal Ferguson. Gubbeen Organic Herbs & Vegetables managed by daughter Clovisse. The production cycle is summed up in the company slogan. From GRASS to CATTLE to MILK to CHEESE to WHEY to PIGS to HERBS to CURED MEATS. Total Annual Sales amount to 700,000. Total number employed (including family) is 18 (16 full-time, 2 part-time).

11 Management Skills The primary motivation for diversification was to maximise the use of existing farm resources and to diversify into areas with commercial potential. Arising from this there was the motivation to secure an income opportunity for the family farm members and to guarantee a viable future for the family successors. The proprietors identified an activity compatible with their own resources, interest and motivation. Their emphasis on business planning, sound husbandry and quality has found a secure place in the market. Having identified the appropriate commercial opportunity, they used the available financial, consultancy and technical advice available. Development assistance in business planning was received from the farm development Agency and from LEADER as well as financial support from the latter. Additional expansion has been financed however from their own resources. The primary focus of the business plan was a careful analysis of the market and the precise targeting of their client base. The business has grown in an organic manner, based on the resources, assets and desires of the Ferguson Family. Knowledge, experience and determination allied to the available agency support has been critical in developing the enterprise.

12 Skills required for the enterprise: Cheese Production Activity output Definition of the skill Description of the skill Building up and caring for the cattle herd. To plan husbandry operations and ensure year round calving. To plan and manage and implement farm operations. Production of quality assured produce. Maintenance of quality control and HACCP systems. Implementing a total quality control procedure. Meeting and servicing the needs of diverse clients Marketing and Distribution of product to retail and food service clients Preparing product in line with client needs and the expectations of a niche retail market. Analysing customer feedback to alter product specifications as might be required

13 Skills required for the activities: Cheese Production Activity output Definition of the skill Description of the skill Control and monitoring of production process. Specific timing in production process. To schedule production on a weekly basis allowing for curing and ripening time and ensuring continuity of supply. Maintaining skilled personnel resources Maintaining effective staff relations and acquainting staff with defined operating procedures. Recruiting and maintaining appropriately qualified personnel to assist the effective husbandry, processing and marketing activities Participation in local food networks Maximise marketing and training resources through the participation in quality approved food networks Participate in appropriate food networks that offer collaborative marketing and networking opportunities to ensure enterprise development and growth.

14 Skills required for the activities: Smoked Cheese & Meats Activity output Definition of the skill Description of the skill Animal Husbandry rearing and slaughter of pigs. To plan husbandry operations ensuring quality and continuity of supply. To plan and manage and implement farm operations. Production of quality assured produce. Maintenance of quality control and HACCP systems. Implementing a total quality control procedure. Meeting and servicing the needs of diverse clients. Marketing and distribution of product to retail and food service clients. Preparing product in line with client needs and the expection of a niche retail market. Analysing customer feedback to alter product specifications as might be required.

15 Skills required for the activities: Organic Herb & Vegetable Growing Activity output Definition of the skill Description of the skill Growth and marketing of produce. Knowledge of local market demand and ability to provid same. To plan, manage and implement garden operations. Sale of quality assured produce. Maintenance of quality control. Implementing a total quality control procedure in compliance with national and EU regulations. Meeting and servicing the needs of customers. Targeting niche market through emphasis on green, healthy, organic and local origin. Producing a quality product which satisfy market demands and focusiing on client needs and expectations.

16 Skills required for the activities: company management Activity output Definition of the skill Description of the skill Business plan To identify commercial opportunities compatible with own resources and ideas in order to maintain viability of family farm. To analyse to tasks and issues involved in commercial scale poultry production, taking account of legislation. To assess the capital investment and human resource requirements in establishing and enterprise and to forecast potential costs and revenue returns Preparing management accounts Maintaining effective management data to assess the viability of the enterprise Recording all client revenues and incomes and offsetting these against all cost inputs associated with the production, husbandry, marketing and distribution of the produce to reveal net income surpluses or shortfalls. This should also reveal seasonal variations in production, income and costs. Auditing company accounts and analysing company performance To comply with all statutory financial and taxation requirements and to analyse audited financial performance against established financial targets and objectives. To maintain all revenue and cost data to facilitate the annual financial audit of revenues and costs for associated with the enterprise

17 Thank you for your attention