The Real Ale Shop
The Real Ale Shop, is a specialist real ale sales company started by farmer Teddy Maufe who wanted to promote East of England Malting Barley. It is an excellent example of how to add value to a traditional primary product, ensure traditional landscape preservation and reconnect consumers. It has proved very successful as it caught the wave of development in the local real ale market and has been expanding to offer a wider range of beers from local producers. It now promotes 12 craft beers, links strongly to tourism and has its own micro maltings, shop and online shop for direct sales to consumers.
Development of a novel product that also has economic benefits for primary producers and promotes landscape sustainability. A central aspect of the marketing of the product is connections with local primary producers.
Re-development of existing traditional products into more versatile products with contemporary uses. The importance of mediators in developing 'clever combinations' of knowledges, resouces, materials to create novel products.
SKIN - Short supply chains Knowledge & Innovation Network
Ongoing | 2016-2019
- Main funding source
- Horizon 2020 (EU Research and Innovation Programme)
- Geographical location
- Italy
Project Keywords
- Aquaculture
- Arable crops
- Organic farming
- Agro-ecology
- Crop rotation/crop diversification/dual-purpose or mixed cropping
- Competitiveness/new business models
- Farm diversification
- Food security, safety, quality, processing and nutrition
- Supply chain, marketing and consumption
- AKIS, incl. advice, training, on-farm demo, interactive innovation projects