1. New skills for new jobs – how to identify/define the skills ? Dublin, October 22, 2009 Jens Bleiel CEO FHI

2. What is FHI ?  Partnership between:  Public Research Organizations  Irish food industry  Funded by  Enterprise Ireland (€19.5m)  Industry partners(€3m)  Industry led research agenda:  Identified health pillars  Stipulated dairy based One centre aimed at developing, marketing and selling functional food products to improve people’s health and wellness

3. FHI: complex, communication, crafting the future of nutrition

4. FHI is a great set-up, unique in the world….. Why ?

5. Mega Health Trends in the world: many statistics….

6. …. FHI focuses on the major trends Top Mega Health Trends in the World 1.Overweight and obesity 2.Heart Health 3.Immunity, resistance 4.Energy, tiredness 5.Healthy growing of kids Food safety

7. All elements for a successful launch need to be covered…. Invention  Novelty  IP position  World class science Proof Clinical studies Protocol Location Regulation Safety Claim EFSA Application Taste Stability, Cost per dose Concept Production Sales After sales Customer segmen- tation Sales plan Market data on launch Fine tuning marketing, concept Make or buy ? Planning, Investments  Consumer  Customer  Communi- cation

8. FHI is the ideal set-up…  Reflects all major mega trends in health and wellness of our society  Covers all relevant success factors in order to make functional foods a success  Significant funding to do serious research  Open for international cooperations with academia and other institutions … and is an ideal environment for personal and new skills development

9. 9 The FHI vision  Adding value to food products  Contributing to a healthier, better life style for consumers  Creating many beneficial parallel developments  Forming the spear head of a broader dynamic food industry development in Ireland. Improving health, wellness and quality of life through world class innovation in food.

10. The FHI process Intelligen t Milk mining Bioassays High content screening Health platforms Food Formulation Intervention Process Scale-up Claim Marketing Selling

11. FHI is a great set-up, and creates new skills for new jobs….. Why ?

12. 12 The required skill set needs to be treated like a living organism… Interdisciplinary understanding Admit what you don’t know, real learning experience outside comfort zone Openness, trust, caring No legal contract can ever replace trust Communication Look into my eyes, baby… Controlled complexity If it was easy, everybody could do the job, personal growth with real life challenges

13. 13 …and needs to be applied in real life Multicultural teams No nation alone has the global wisdom - and it’s fun Global Networking Open innovation is the buzz word, accepting that other parties may be better in certain areas Healthy market pressure The market forces us to decide, focus, rationalize, to adapt fast.

14. 14 And finally: Applied science is downgrading the quality of my science… We don’t need science, great marketing will sell… Lost in translation…Great science and marketing are both required to sell

15. FHI headqurters at the UCC campus Labs - 3rd Floor, BSI Extension Food for Health Ireland University College Cork FHI Headquarters 3rd Floor, Food Science Building Tel: +353-21-4205190 Email:fhi@ucc.ie Web: www.fhi.ie FHI at UCC...