1. Farm to Fork: Exploring Stakeholder Perspectives Ivor O’ Donovan Tony Quinlan Tony Barry WIT

2. Research Context Fáilte Ireland: National Food Tourism Implementation Framework 2011-2013 identifies two aspects that may help us to enhance food culture. – Promoting Food Culture – Expanding the number and variety of authentic high quality food experiences in key destinations across the country

3. Research Objectives Assess the extent to which direct chain supply chain relationships are considered by stakeholders. Explore the mutual is benefits of direct chain supply chain relationships among stakeholders. Assess the impact of the barriers and challenges faced by stakeholders when engaging in direct chain supply chain relationships. Develop for a framework of tangible recommendations, initiatives, and solutions to build a more cohesive approach to direct chain supply chain relationships.

4. Methodology Articulate Purpose Determine from whom information is to be sought Determine the structure and questions Plan and Execute Focus Group Sessions

5. Focus Groups Industry Practitioners (n=18)Stakeholders (n=15)

6. Perceived Benefits arising from Engagment in Direct Supply Chain Relationships Perceived Challenges associated with the Formation of Direct Supply Chain Relationships Financial: Value for money and Associated price.Financial: Economic Environment*, Credit terms, Value for money, Credit Facilities. Service: Delivery, Reliability, Responsiveness, Levels of service, Consistency, Flexibility. Operational: Similarities, however also concern regarding Customer Focus, Wastage, Availability of Produce, Number of Suppliers. Product: Quality, Freshness, Variety, Authenticity*, Standard, Seasonality. Product :Variety, Product Sophistication*, Quality and Standards. Sustainability: better purchasing policies, Greater Utilisation of Local Produce, Ethical and Social Responsibility*. Sustainability: Trust, Communicating Provenance*. Relationships: Improved Communication, Trust, Better Information Supply. Relationships: Time Consuming, *Unity among stakeholders, developing trust, *Co-operation v Competition Traceability: Improved Product KnowledgeTraceability: Hard to Establish Supply Route, Variance of Product Detail Provided* *Regional: Destination Image,* Authenticity*Regulatory: Breath of Regulation,* Associated cost of Compliance* *Strategic: Improved Perception*, Building Awareness*, Promotion of Food Culture* *Customer: Requirement for Improved Communication*, Keeping Abreast of Trends*

9. Summary Findings show that there is a requirement for a more proactive and strategic approach to support direct food supply chain relationships in Ireland; what is essential is a collaborative approach between the agribusiness, hospitality and tourism sectors so that competitive advantage can be attained equally by all parties. Such an approach calls for both national and regional initiatives that embrace connectivity and creativity between stakeholders.

10. Recommendations There is a requirement for clear unambiguous national policy in the area of direct supply chain relationships. Building awareness of food product knowledge and sustainability is an additional means by which to develop and support direct supply chain relationships. A consumer-directed campaign of promotion in relation to the value and contribution of direct supply chain relationships from an environmental, health, economic and societal perspectives. Fostering direct supply relationships can only be delivered through the creation of strong regional networks that facilitate interactions and collaboration between food producers and hospitality providers.