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Goat Cheese production - FjellTopp - Bo Jensen: Difference between revisions
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{{Infobox Business | {{Infobox Business | ||
|obrázek =Bo Jensen | |obrázek =Bo Jensen 03.jpeg | ||
|název = Goat Cheese production - FjellTopp | |název = Goat Cheese production - FjellTopp | ||
|typ = Food production | |typ = Food production | ||
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==Brief annotation - basic description of entrepreneurial activity== | ==Brief annotation - basic description of entrepreneurial activity== | ||
Bo Jensen produces hand crafted fresh [[wikipedia:en:goat cheese|goat cheese]] in a small building located on a goat farm in Aurenes, outside Undheim, in [[wikipedia:en:Jæren|Jæren]], [[wikipedia:en:Rogaland|Rogaland]], in the Southwest of [[wikipedia:en:Norway|Norway]]. He employs very fresh, [[wikipedia:en:Raw milk|unpasteurised goats milk]] produced by the farmers who own the farm where his production facility is located. In business for approximately five years now (2017), his fresh goat cheese has won at least three national awards for its quality, provenance and taste. A trained, experienced Pastry Chef working in Norway, he first worked part time as a consultant to the existing farm cheese business, but after winning an important prize for the cheese in 2011, eventually took the business over, making it his main economic activity. | Bo Jensen produces hand crafted fresh [[wikipedia:en:goat cheese|goat cheese]] in a small building located on a goat farm in Aurenes, outside Undheim, in [[wikipedia:en:Jæren|Jæren]], [[wikipedia:en:Rogaland|Rogaland]], in the Southwest of [[wikipedia:en:Norway|Norway]]. He employs very fresh, [[wikipedia:en:Raw milk|unpasteurised goats milk]] produced by the farmers who own the farm where his production facility is located. In business for approximately five years now (2017), his fresh goat cheese has won at least three national awards for its quality, provenance and taste. A trained, experienced Pastry Chef working in Norway, he first worked part time as a consultant to the existing farm cheese business, but after winning an important prize for the cheese in 2011, eventually took the business over, making it his main economic activity. | ||
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==Idea and Originality== | ==Idea and Originality== | ||
[[File:Bo Jensen 02.jpeg|right|thumb|250 px|Black cheese]]The idea behind the business is about the supply of [[wikipedia:en:local food|local food]] and local products, in this case, a traditional product which was farm-produced, and which has mostly gone out of production due to the industrialization of the Norwegian dairy sector, and also due to a ban on the off-farm transport of unpasteurised milk. | [[File:Bo Jensen 02.jpeg|right|thumb|250 px|Black cheese]][[File:Bo Jensen 01.jpeg|right|thumb|250 px|Bo Jensen]]The idea behind the business is about the supply of [[wikipedia:en:local food|local food]] and local products, in this case, a traditional product which was farm-produced, and which has mostly gone out of production due to the industrialization of the Norwegian dairy sector, and also due to a ban on the off-farm transport of unpasteurised milk. | ||
His products: “FjellTopp” and “LilleAske” (‘Mountain Top’, and ‘Little Ash’), both fresh white cheeses made from [[wikipedia:Raw milk|unpasteurised goats milk]], represent part of the | His products: “FjellTopp” and “LilleAske” (‘Mountain Top’, and ‘Little Ash’), both fresh white cheeses made from [[wikipedia:Raw milk|unpasteurised goats milk]], represent part of the cultural heritage of Norwegian mountain farming (‘seter’ or ‘alpine dairy’ farms). These cheese products were far from uncommon historically, as small farm producers supplemented and added value to the raw commodities (i.e. milk) that they produced. Also, [[wikipedia:goat farming|goat]] and [[wikipedia:sheep farming|sheep dairy farming]] used to be far more common than it is now, due to the location of many farms in the rugged mountain areas where these species thrive. Modernization and industrialization of cheese production has made these products marginal to the main grocery market in Norway as they have neither the volume, nor access to distribution systems of the industrial suppliers. | ||
Jensen’s idea was to produce traditional fresh [[wikipedia:goat cheese|white goat cheese]] of the highest quality, and to market it direct to high end consumers and high end users such as chefs, hotels and other outlets which focus upon small volume, high quality food products. In this way he builds demand within a sector he already knows and is known well within, and can charge higher prices reflecting the special qualities of the product. | Jensen’s idea was to produce traditional fresh [[wikipedia:goat cheese|white goat cheese]] of the highest quality, and to market it direct to high end consumers and high end users such as chefs, hotels and other outlets which focus upon small volume, high quality food products. In this way he builds demand within a sector he already knows and is known well within, and can charge higher prices reflecting the special qualities of the product. | ||
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==The relationship of the entrepreneur to the environment and the community== | ==The relationship of the entrepreneur to the environment and the community== | ||
For Bo Jensen, there are two key relationships. The first is between himself and the farmers who produce the goat milk. His workshop is located on the farm, and he relies both on the professionalism of the farmers and their willingness to work with him to make the business a success. | [[File:Bo Jensen 04.jpeg|right|thumb|250 px|Cheese fermentation]]For Bo Jensen, there are two key relationships. The first is between himself and the farmers who produce the goat milk. His workshop is located on the farm, and he relies both on the professionalism of the farmers and their willingness to work with him to make the business a success. | ||
The second is between himself and his market. Here, he was already a part of a loose community of high end chefs in the Stavanger region, and so already had entry into this network of people. Secondly, he is a very active user of social media, daily posting and sharing others’ posts about his products. Thus, he is able to build a large network of potential ‘customers’ across the whole of Norway -- a network large enough that even if only a few social media ‘friends’ become customers, there are enough of them to make the business worthwhile. | The second is between himself and his market. Here, he was already a part of a loose community of high end chefs in the Stavanger region, and so already had entry into this network of people. Secondly, he is a very active user of social media, daily posting and sharing others’ posts about his products. Thus, he is able to build a large network of potential ‘customers’ across the whole of Norway -- a network large enough that even if only a few social media ‘friends’ become customers, there are enough of them to make the business worthwhile. | ||
He also participates in every initiative to promote local food that he can. In this way, he maintains a high profile in the innovative and special food marketplace in the SW of Norway. An example of how this can work is his recent demonstration of his cheeses to the Norwegian King’s Chef. By associating with the Royal family, he is implicitly highlighting the high quality of his products. This is especially worthwhile amongst the community of high-end Chefs, as they know the quality of produce which is required for Royal kitchens. | He also participates in every initiative to promote local food that he can. In this way, he maintains a high profile in the innovative and special food marketplace in the SW of Norway. An example of how this can work is his recent demonstration of his cheeses to the Norwegian King’s Chef. By associating with the Royal family, he is implicitly highlighting the high quality of his products. This is especially worthwhile amongst the community of high-end Chefs, as they know the quality of produce which is required for Royal kitchens. | ||
==Recommendations and inspiration == | ==Recommendations and inspiration == | ||
[[File:Bo Jensen 05.jpeg|right|thumb|250 px|Bo Jensen outside]]It is clear that Bo Jensen takes a lot of satisfaction from the success of his small business. He produces his cheese by hand, in a regular process of production which he likens to ‘meditation’, particularly in contrast to the busy and frenetic activities of marketing it. It is clear that he takes a great pride in making these products -- in producing a special local product which refers back to an earlier age where small scale cheese works were more common in Norway, whilst at the same time, repurposing the processes to produce for an exclusive 21st Century market which value such sustainably produced food products. | |||
It is clear that Bo Jensen takes a lot of satisfaction from the success of his small business. He produces his cheese by hand, in a regular process of production which he likens to ‘meditation’, particularly in contrast to the busy and frenetic activities of marketing it. It is clear that he takes a great pride in making these products -- in producing a special local product which refers back to an earlier age where small scale cheese works were more common in Norway, whilst at the same time, repurposing the processes to produce for an exclusive 21st Century market which value such sustainably produced food products. | |||
Mr Jensen finds his work very interesting. Every day is different and never knows what's waiting for him at home - phones, mails, etc. He enjoys the variety and the challenge, and of course, the success of the thing that he produces. | Mr Jensen finds his work very interesting. Every day is different and never knows what's waiting for him at home - phones, mails, etc. He enjoys the variety and the challenge, and of course, the success of the thing that he produces. | ||
==Positive and negative business in rural areas == | ==Positive and negative business in rural areas == | ||
[[File:Bo Jensen 06.jpeg|right|thumb|250 px|Production building]]Thanks to the direct link between the goat farm (operated by other businesses) and the cheese factory, it is possible to use non-pasteurized milk which can not otherwise be sold or taken out of the farm. The direct location of production in a mountain farm environment is therefore a necessity for the entreprise, and one of the basis for success. The cheesemaker does not live in the place of production and must commute daily. | |||
Thanks to the direct link between the goat farm (operated by other businesses) and the cheese factory, it is possible to use non-pasteurized milk which can not otherwise be sold or taken out of the farm. The direct location of production in a mountain farm environment is therefore a necessity for the entreprise, and one of the basis for success. The cheesemaker does not live in the place of production and must commute daily. | |||
The basis of business is the unique experience of Bo Jensen. The operation itself - a cheese factory - is a small building (originally a container for long-distance goods transport). The whole area is quite limited and the devices are simple. As a very important factor in the proper production of cheese, Mr. Bo Jensen employs very strict standards of production hygiene. | The basis of business is the unique experience of Bo Jensen. The operation itself - a cheese factory - is a small building (originally a container for long-distance goods transport). The whole area is quite limited and the devices are simple. As a very important factor in the proper production of cheese, Mr. Bo Jensen employs very strict standards of production hygiene. | ||
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==Skills== | ==Skills== | ||
[[File:Bo Jensen 07.jpeg|right|thumb|250 px|Bo Jensen]][[File:Bo Jensen 08.jpeg|right|thumb|250 px|Surrounding]][[File:Bo Jensen 09.jpeg|right|thumb|250 px|Production building from the lake]]Although Bo Jensen was not specifically trained as a cheese maker, his formal training as a Pastry Chef, and other similar certificate courses he has completed, have, he says, had a large contribution to his ability to create a production process which delivers extremely high quality cheeses, as well as consistency in product and innovation in design. He did briefly study with a French cheesemaker, but claims that most of the knowledge which goes into making his cheese came about from the interplay of ideas from other activities (restaurant and patisserie cooking) with hands-on experimentation and development of the product. What is important, is to be able to recognize quality and uniqueness in a product, and once developed, to create a process which produces enough standardization to serve a specific market. | |||
==Links== | |||
===References=== | |||
This page is based on personal interview of Jana Dlouhá, Jiří Dlouhý and Rhys Evans in with Bo Jensen in April 2017 | |||
===External links=== | |||
*[https://photos.google.com/share/AF1QipMiHqH4JHOb2AVzqLtoPr2XBGJRJi0Hb0xKy952bofvDkuTQGIuTxlhAZKyGk0KRg?key=ZUZrSjNvRjJvMUV4QnJWMVI5Wkg1UVhsM3R3OXBB Photogalery] | |||
* [http://www.enviwiki.cz/wiki/V%C3%BDroba_koz%C3%ADho_s%C3%BDra_-_FjellTopp_-_Bo_Jensen Bo Jensen on Enviwiki] | |||
[[Category:Case studies]] | |||