International Horticulture

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InternationalHorticulture Marketing

• Assignment 3
• for 2nd year IHM students
• Beijing, October 2010
• Albertien Kijne
• Albertien.kijne_at_wur.nl

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Information IHM staff van Hall Larenstein

• My name Albertien Kijne
• E-mail albertien.kijne_at_wur.nl
• Major coordinator IHM and
• lecturer (horticulture, finance, research)
• Other IHM lectures
• Jos Leeters International relations
• Geert Houwers Kunming
• Tracey Campbell horticultural lessons

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Information other staff PFM van Hall Larenstein

• Major coordinator Land and Water Management
• (LWM) Hans van den Dool
• Harrie van Rosmalen (Autumn)
• Hans van den Dool or Wybe Halsema (Sping)
• Major coordinator International Agriculture and
  Trade
• (IAT) Marise Haesendonckx
• Fred Bomans Beijing
• Peter Vermerris - Kunming
• Selection students IHM, IAT and LWM
• Fred Bomans
• Pierre van Rijn

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Meetings 2nd year IHM students

• Monday, 13.30-15.30 oclock, room 2412
• Lesson 1 Assignment 3 for IHM students
• Tuesday, 19.00-21.00 o clock, room 2412
• Lesson 2
• Wednesday, 8.00-12.00 o clock, room 2106
• Your PPT presentations assignment 2
• Wednesday, 13.30-18.30 oclock, bus
• Excursion Xiao Tang Shan (XTS) company
• Thursday, 19.00-21.00 o clock, room 2412
• Lesson 3
• Friday, 13.30-15.30 oclock, room 2106
• Lesson 4

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PFM- Content of assignments

• 1. Self portrait
• 2. Major-related essay report 3-6 pages about a
  horticultural topic
• 3. Major related research
• 3.1 IAT (a Dutch branch in China)
• 3.2 IHM (horticultural production and the supply
  chain)
• 3.3 LWM (land use environmental issues)
• 4. Organisational theory practice
• 4.1 Description of Chinese organisation
• 4.2 Go to a Chinese organisation
• - Interview
• 5. Placement

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Assignment 2 (1)

• Only students with an IELTS score of 5.5
• or more will get a mark this week!
• Students with IELTS gt 5.5 score or higher
• You have to give a presentation on Wednesday
  (5-10 minutes)
• You will get your mark for both report and
  presentation on Thursday or Friday
• In case you fail you can do a resit for report
  and/or presentation in March

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Assignment 2 (2)

• Only students with an IELTS score of 5.5 or
• more will get a mark now!
• Students with IELTS 5 or lower
• You will not get a mark for assignment 2.
• Its your choice whether you want to (already)
  give a presentation on Wednesday or not
• In case you decide to do your presentation now,
  we will take notes
• - If your IELTS score is gt 5.5 in March
• - You will get a mark for assignment 2 in March
  based on both your report and presentation
• - You can also decide to do redo report and/or
  presentation in March

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Assignment 3 The general picture

• A group assignment in the field of IHM
• Groups are 3-4 students per IELTS score
• Deadline March 2011
• Individual study workload 40 hours
• Final products
• Your plan / product as requested in the
  assignment
• in a 10 minutes presentation in the class (during
  my lecture in Spring 2011)
• in a document (Word or Power Point)
• In March 2011 youll also get a MC test

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Assignment 3 The context

• In 2000 the modern greenhouse company LIROCA was
  established in China, producing Lilies, Roses and
  Carnations in 3 hectares plastic tunnels with
  steel construction.
• In the period 2000-2003 all produce was sold
  through the wholesale market for national
  destinations. Since 2004 export to South-Korea
  and Australia has been developed by means of a
  partnership with an Australian company.
• Now a promising contact during a trade fair with
  a Dutch importer, whos interested in the high
  quality Lilies, has set the goal to export to the
  Netherlands.

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Assignment 3 The problem

• Trade channels in the Netherlands require
  participation of the producers in the MPS
  programme, so LIROCA needs to work on it and
  needs to reach a good MPS classification (A)
  within a period of 3 years.
• MPS is an international certification
  organisation, based in the Netherlands, which
  assesses and certifies the environmental
  performance of floricultural producers.
  Environment, quality and social aspects are the
  main topics of MPS. MPS started promotion and
  awareness activities in China several years ago.
• http//www.my-mps.com/

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• Read the information from the handouts, look at
  movie about MPS, and and then discuss and answer
  the following questions in your group of 3-4
  students
• What kind of companies can get a MPS-registration
  (farmers, wholesalers, retailers, auction etc.)?
• What kind of different MPSlabels exist?
• How does a company get a MPS-A/B/C registration?
• What kind of items are registered for this
  MPS-qualification?
• Why are these items important ?
• What is the difference between MPS-A, -B, -C and
  -D?
• Are MPS-companies organic farmers?
• Is the MPS-qualification per crop or per company?
• What is the organization that does the
  MPS-certification?
• Why is anybody interested in the
  MPS-qualification?
• What is the difference between MPS and MPS-GAP?

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The assignment

• Make a plan for the company to get involvement in
  the MPS programme, aiming to reach the MPS-A
  status within 3 years. Pay attention particularly
  to the aspects
•          reducing the use of fertilisers
•          reducing the use of energy
•          reducing the use of crop protection
  agents
•          having a sustainable waste management
•          reducing the use of water
• And of course be aware that the quality of the
  Lilies stays at the high levels.
• Act as the production manager of the company and
  make a plan with time schedule to present to your
  general manager.

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Product, assessment and portfolio

• A document about the outcomes of your assignment
  (Word or Powerpoint). Send this to me 2 weeks
  before March visit (March the 1st)
  albertien.kijne_at_wur.nl
• Presentation of 10 minutes per student group
  during my visit in March in 2011
• Written examination (MC questions) during my
  visit in March 2011, about everything you learned
  during lessons, assignments and excursion
• Portfolio
• You have to put all your information (reports,
  feedback on presentations) in your personal
  portfolio
• You need it for the assessment (in particular the
  entry interview in May 2011)

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Competences

• In this assignment you are working on the
• following competences
• To manage a horticultural production company
• To do research
• To develop think about new processes
• To work in a group
• To do a presentation

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Study load deadlines

• Self portrait 10 hours - 30 September 2010
• Essay 20 hours - October 2010
• - Agribusiness 40 hours - March 2011 or
• - Horticultural prod. 40 hours - March 2011 or
• - Land use environm. 40 hours - March 2011
• Organisation 20 hours - April 2011
• Interview 10 hours - May 2011
• Placement 80 hours - August 2011
• Please be aware that you have to pass for all
  assignments
• and the final admission interview if you want to
  continue
• your study n the Netherlands!

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Assignment 3 Summary proces and its timing

• My lectures October 2010
• Handout, DVD, Powerpoint presentations
• Find more data yourselves
• Internet
• Books (a.o. Sustainable Horticulture)
• With your group study, collect data, use the
  excursions or organize a visit to a company
  yourself if possible gt be creative
• November 2010 February 2011
• Write the plan your product
• Before March the 1st in 2011
• Presentation and MC test
• During my visit in March 2011

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Group work

• Make sure you finish in time. Therefore make a
  plan of work how are you going to handle this
  assignment?
• - identify the problem
• which information do you need?
• what tasks need to be done?
• act as a group divide the tasks
• make appointments for group meetings
• make a time schedule (with enough time at the
  end)
• Hand in a working plan this Friday with your
  group!

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Suggestions

• Make a clear description of the starting position
  of LIROCA for lily. Especially about water,
  energy, fertilizer and other chemicals. Also
  describe the way of storage, packing and
  transport of lily and describe the situation of
  your employees. Try to find actual Chinese data
  and mention your sources!
• Describe the details of the final situation you
  want to reach in three years time the MPS-A
  level.
• Think about which things will have to change at
  the company. Make a realistic plan for the change
  process during the three years, for all factors
  involved. Include a time schedule.

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Literature

• Needed for this assignment
•   http//www.my-mps.com
•   handouts
• Recommended
• Pincelot Raymond P. 2004. Sustainable
  Horticulture today and tomorrow. Prentice Hall.
• See e.g.
• Chapter 3, p. 63 97
• Chapter 4, p. 98 124

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Finally

• For questions concerning assignment 3 and this
  weeks lectures
• This week
• - During my lessons
• After this week
• - CAU staff
• - albertien.kijne_at_wur.nl
• For general questions about PFM programme
  fred.bomans_at_wur.nl
• Success next days, weeks , months, .

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Supporting lectures

• Horticultural production and the value chain
• Farming systems, especially related to
• horticultural production
• Plant growth and development
• Pests and diseases (IPM)
• Quality and quality standards
• Value chain
• Starting tomorrow!

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• ANY QUESTIONS NOW ABOUT ASSIGNMENT 3??