The Little Cheese Shop
|AgroBRIDGES Good Practice Recording Template|
|The Little Cheese Shop|
|Insert photo or any visual image or diagram e.g. /Word or Image Collage|
|Choose a primary theme that the Good Practice adheres to (three themes can be considered:||Mutual benefits between primary producers and consumers|
|If relevant choose a secondary theme that the Good Practice adheres to|
|If relevant choose a tertiary theme that the Good Practice adheres to|
EIP Practice Abstract Format:
Short summary for practitioners in English on the (final or expected) outcomes (1000-1500 characters, word count – no spaces).This summary should be as interesting as possible for farmers/end-users, using a direct and easy understandable language and pointing out entrepreneurial elements which are particularly relevant for practitioners. Research oriented aspects which do not help the understanding of the practice itself should be avoided.
|Short description of the ‘Good Practice’: In March 2018 Mark Murphy took over The Little Cheese Shop in Dingle and since then continues to source, and care for, the best cheeses for customers to enjoy. They believe that Ireland has some of the best pastures, best cheese and some of the best cheesemakers in the world. This is why they specialise in Irish made cheese. Most of the cheeses on the counter come from Irish pastures and along with a select few specially chosen from top producers throughout Europe. They buy their cheeses directly from the farmers and avoid any “middlemen” to benefit the farmer as much as possible. They also sell wines to accompany these cheeses. Mark also runs a cookery school and is extremely knowledgable, therefore able to offer expert advice when buyin cheese and wine at the store.|
|Main results/outcomes of the activity (expected or final): The cheese shop is able to successfully run business because its’ unique selling point and the ability to market themselves through social media and their professional website. They are able to share the producers’ knowledge and information directly to the cusomters so they know exactly what they are buying.|
|The main practical recommendation(s): to sell something unique and to market that unique quality through the story of that product.|
|Further information/Reference: https://thelittlecheeseshop.ie|
Short summary for practitioners in native language on the (final or expected) outcomes (1000-1500 characters, word count – no spaces).
This summary should be as interesting as possible for farmers/end-users, using a direct and easy understandable language and pointing out entrepreneurial elements which are particularly relevant for practitioners. Research oriented aspects which do not help the understanding of the practice itself should be avoided.
|Pearls, Puzzles, Proposals?||Pearls: the business has a strong unique selling point, a very knowledgable owner and has a good social media presence, sharing interesting information about the products and where they come from. Puzzles: Is it possible to have a successful shop with only local produce? Proposals: The shop also stocks foreign goods (cheese and wines) but it would be ideal to only sell local produce and therefore promote it more strongly.|
|What needs did the ‘good practice’ respond to?||Cheese is a popular product and many who appreciate it, will look for specialised cheeses that are not often attainable at supermarkets because they often only stock more common goods. Cheese producers needed access to the market as shipping on fresh, relatively low-quantity and low-cost items is not worthwhile. The shop also promotes their cheeses for them which allows them the ability to avoid marketing.|
|Methodology Used:||Meeting and email follow-up|
|Actors/Stakeholders involved. Who are key actors in the supply chain AND who are key enablers of the process?||Dairy farmers / cheese producers, shop owner, consumers|
|Is the good practice supported by an IT application? If yes please describe and collect the TRL||Social media, websites|
|Optional: What supports were provided by public sector bodies/policy instruments?||N/A|
|Media attachment (e.g. video link) or other attachment describing/depicting the Good Pratice||https://fb.watch/4QnymL3Kuu/|
|Key words||Local cheese, direct from farmer, knowledgable owner|
|Additonal infromation for reporting purposes|
This project has received funding from the European Union’s Horizon 2020
research and innovation programme under grant agreement No. 101000788
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