Addressing the Image Issue IF NOT NOW THEN WHEN?

Shared Challenges We are a huge and important industry

Shared Challenges We have some of the best marketing brains and talent in the land…… And yet we have a huge image problem! At a high time of unemployment………… Around 25% of all jobs are filled by overseas labour

Image is the most consistent and widely recognised issue Industry image is a major issue across food and farming To date there are lots of different activities with limited scale that focus on specifics activities and areas ( farming, food science) with ground level support Many initiatives focus on specific activities ; schools, employability etc. There is limited visible industry leadership on the agenda despite widespread engagement on the ground Opportunity for Defra to be seen to lead and champion this area The Image problem

Tapping into fresh talent to drive future growth Tasty Careers is the industry’s answer to a generational time- bomb. Focal point for food and drink industry knowledge Job descriptions from artisan bakers to technical managers Resources to support school visits Jobs-board for new vacancies drives applications

1.To raise awareness of,and interest in, jobs and careers in the industry  Train industry ambassadors for school visits & career fairs  Provide resources for schools, colleges & ambassadors  Online presence to profile the range of job roles in the industry 2.To turn interest into positive action by signposting interested young people to  Job opportunities (only those first ones with training associated )  Study opportunities at high quality providers (colleges, Universities etc.) with ‘quality marked’ capacity Tasty Purpose

Social Media

The Ambassador outreach scheme, facilitated by the Tasty Careers website, allows schools and colleges to request a careers talk from a local food or drink manufacturing business Ambassadors go into schools & present at careers events, promoting the wide variety of careers available in the Food & Drink industry Main presentation focuses on the careers map, the range of careers and entrance points available in the sector Presentations also go through the ambassadors career to date and their hopes for future progression and career aspirations NSAFD Business membership covers training costs, ambassadors engage with schools independently Tasty Careers Ambassadors

Meat –Dunbia –Two Sisters –ABP Beef –Addo Foods –Moy Park Fresh Produce –Produce World –Worldwide Fruit –Manor Fresh Drinks –Heineken –Orchard House FMCG /multi category –Britvic –Nestle –KP –Premier Tasty Ambassadors Bakery –Finsbury Foods –Cuisine de France –Brown’s Bakery –Allied Bakery –Irwin’s Bakery Retail –Sainsbury Other –Dale Farms –United Feeds –Fane Valley –Lakeland Foods

Audience – Young people only! Added ‘What’s Next’ (Courses, Providers & Jobs) A membership benefit in England Fully interactive careers map – job roles, ambassadors, courses & vacancies Job vacancies – current enhancements include apprenticeships, internships, placements and graduate vacancies Facebook & Twitter campaign Marketing campaign to raise awareness (England) – launched October – launched November Tasty Careers 2015/16

Tasty Careers Development

New Trailblazers will attract more young people into industry – we have to make sure its our industry Bigger range of entry points and more higher/degree level programmes Better career paths developed Impact of the Levy Increased brand awareness for Tasty Careers The Future

Operator Skilled /Technical Operator Skilled /Technical Operator Maintenance Engineer Maintenance Engineer Food Technologist Food Technologist Supply Chain Professional Supply Chain Professional Advanced Food Technologist Engineer Operations Management Operations Management 2 years 2-4 years 3-4 years A PPRENTICESHIP R OUTES L EVEL 3 L EVEL 4+ L EVEL 2 Approved Trailblazer Standard Approved for future development Not yet submitted/approved - industry discussions / links to other TB’s Driver C ORE ROUTES

Baker Butcher Baker Butcher I NDUSTRY S ECTORS Fishmonger Dairy Technologist Dairy Technologist Fish fryer TBC A PPRENTICESHIP R OUTES I NDUSTRY ROUTES