1. Do farmers need to change their ideas about diversification? Dave Little James Young, Andrew Watterson, Kathleen Boyd, Francis Murray & William Leschen 3 Departments / (Faculties) University of Stirling

2. Presentation Outline Approaches to diversification Radical approaches – fish in a barn Farmer to fish farmer issues Lessons learnt – adopting radical & pragmatic approaches

3. Entrepreneurial: Making your cake and selling it Laggards: Stonewalling diversification decisions

4. The Scotsman, 23 rd October 2007 Radical diversification …could it end in tears of joy or sorrow?

5. "Indoor fish farming is, however, one of the most extraordinary potential routes to diversification I have ever come across!“ Sarah Anderson, Spokeswoman 'The National Farmers Union Scotland’, October 2007

6. A Radical approach Look to the water - uniqueness of fish –Current aquaculture industry is specialised & mainly coastal areas scope for land based expansion & integration with conventional agriculture New perceptions on diet, health and the environment –Where, when, how and what food people buy & consume want –The evolving & varied types of food people want

7. The concept - warmwater fish on conventional farms Use on-farm resources: labour, buildings, feeds, surplus energy & know-how Insulate buildings, create simple fish culture facilities & learn how to grow fish Understand, develop & service new markets & new products

8. Eco-friendly: local food, local recycling Ecologically beneficial production methods Sustainable livelihoods, local communities Important perceived ‘quality’

9. Evolutionary change building on husbandry expertise productive value of farm infrastructure enhanced food production maintained as the core business comfort zones?

10. Emerging niche markets Urban and rural opportunities to sell …but do farmers understand the market, public health and legal issues? ”What concerns me most is how to sell!” Scottish farmer, October 2007 People are eating more fish Availability of ethical choices USP's -tasty, fresh & local

11. …the story so far…..? ‘doing it properly’ i.e. diversify immediately at a significant scale?... But… –high risk, high capital, high failure (technology & markets) –Even livestock farmers underestimate husbandry learning curve! Or… low-cost, incremental, integrated ?? …rather than stand-alone business opportunity

12. What motivates tilapia-based diversification? Lifestyle Distress Technical familiarity Ideology Geographical: Urban Rural Regulatory Novelty

13. Poor understanding of post-harvest... & markets Typically farmers focus on technology, market is not considered Unrealistic views Post harvest issues –it’s different to jam and juice

14. Moving away from subsidies…… Aquaculture falls between business & agricultural diversification and aquaculture tied to fisheries policy “The new Scottish farming rural development scheme is just coming out…so I’m looking for ideas…. …the first in get the money - no subsidies if you don’t farm!” Scottish farmer, October 2007

15. Policy implications Attuned to current policy drivers –healthy eating, environmental sustainability, local food & supply chain integration…BUT …government grants to support pilot activities do not include markets within their scope!

16. In summary….. market technicalClear evidence that farmers’ need market AND technical information… Is it farmers or promoters of diversification that need to change their ideas?