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GRASS CEILING project hosts European Policy Forum for women-led innovation in agriculture and rural areas

General / By

The European Policy Forum for women-led innovation, part of the GRASS CEILING project kicks off on 7th October 2024.

This is a virtual event that requires prior registration through this link before 1st October. The event is organised by Copa-Cogeca and AEIDL (European Association for Innovation in Local Development) in collaboration with CIHEAM Zaragoza. The event aims to enhance exchange, learning, and interaction with key stakeholders in policy strategies for gender equality.

During the session, the project’s objectives and insights and the methodological basis for developing recommendations and policy instruments will be presented by Sally Shortall, the project coordinator; Blanca Casares and Serafin Pazos-Vidal from AEIDL; and Branwen Miles from Copa-Cogeca.

The event will feature interventions from Elena Schubert, representing the Directorate General for Agriculture and Rural Development (DG AGRI), who will speak on “Gender Equality in the Common Agricultural Policy”; Maria Nikolopoulou, from the European Economic and Social Committee, who will discuss “Gender-sensitive investment as a way to improve gender equality in the European Union”; and Marta Dell’Aquila, Irina Kustova, and Christian Dietz from the Centre for European Policy Studies, who will address “The gender dimension in sustainable development, innovation, and the green transition.”

The programme will be completed with a presentation by Blanca Casares, Serafín Pazos-Vidal, and Sally Shortall on the “Development of policy recommendations and tools within the GRASS CEILING project” and participatory workshops on “Gender Equality and Diversity” in which all attendees will participate and discuss their ideas for integrating gender mainstreaming into relevant policies.

To participate in this event, prior registration is required before October 1st through the project’s website, using this link.

The detailed programme for this event can be found here.

For further information about this event, please contact Blanca Casares or Branwen Miles

The GRASS CEILING Project is heading to Barcelona this October to attend Synergy Days 2024

General / By

We’re heading to Barcelona! And why, you ask? Because on October 14th and 15th, we’ll be participating in Synergy Days 2024.

We’ll be presenting our project, sharing our experiences with other consortia, and discovering new projects to build new networks. Over these two days, you’ll find us at our project’s stand, where we’ll be happy to welcome you and provide detailed information about our work and achievements.

But that’s not all! Professor Sally Shortall, Duke of Northumberland Chair of Rural Economy at Newcastle University and coordinator of the Grass Ceiling project, will be in Barcelona to give a talk about the project and participate in the workshop “GRASS CEILING: Advancing equality for rural and farm women in Europe,”.

In the meantime, if you’d like to participate in this international forum, you can register for free here. We look forward to seeing you in Barcelona!

For more information about the event and the activities planned for the two days, visit https://www.smartagrihubs.eu/synergy-days.

See you there!

Rural Game Changer: Sally Shortall, GRASS CEILING project coordinator has been shortlisted for the Game Changers Awards 2024

General / By

Congratulations to Professor Sally Shortall FAcSS, Duke of Northumberland Chair of Rural Economy, who has been shortlisted for a special award celebrating game changers in the agriculture industry over the last twenty years.

Game Changers celebrates people who are making a significant contribution to UK farming – and shows how the ongoing success of UK agriculture is built on collaboration between people spearheading change within the industry. Sally has been chosen for her rural research work – particularly into the role of women in farm families which led to the creation of the Women in Agriculture Taskforce. Good luck to Sally!

Professor Sally Shortall has been nominated for her groundbreaking rural research, focusing on the critical role women play in agricultural families. This work directly led to the establishment of the Women in Agriculture Working Group.

Joining her in the nominations are scientists, professionals, academics, environmentalists, and farmers who are all making significant contributions to British agriculture.

The awards ceremony will be held on October 3rd in London.”

Read The Farmer’s Weekly article where Sally outlines why women are less likely to own farm land by clicking here.

Spanish women entrepreneurs from the GRASS CEILING Living Lab participate in a workshop on digitisation and women leadership in agrifood cooperatives

General, Spain / By

Women entrepreneurs participating in the Spanish Living Lab of the GRASS CEILING project have participated in a workshop on digitisation and leadership of women in agrifood cooperatives, organised by the Spanish Association of Women’s Agrifood Cooperatives (AMCAE).

This activity is part of the training journey of the Spanish Living Lab, developed as part of the fifth meeting of its members.

The meeting was characterised by the active participation of the attendees, who spoke of motivation, learning, acquisition of new tools, evolution, training and inspiration, when describing the event. The speakers at the meeting underlined the significant participation of women in the agricultural cooperative sector.

Ana Gargallo, representative of the University of Zaragoza, highlighted the importance of managing talent and in particular of exploring the talent of women. She referred to social and economic sustainability as key factors to achieving more competitive cooperatives with greater benefits.

Antonio Aparicio, from the Pastors Cooperative Group, gave a presentation on the link between equal opportunities and the SDGs and presented the ‘Extraordinary Women’ initiative within the livestock farming community of Pastores Group, where many women leaders have been discovered by the cooperative’s own team of veteran women members.

Finally, Paula de Íscar de Rojas, researcher at the University of Valladolid, reviewed the main regulatory provisions on equality and highlighted the importance of digitisation and training to advance social sustainability in cooperatives.

A stimulating discussion followed the round of interventions, led by María José Velilla, advisor of Oviaragón, member of the AMCAE Board of Directors and the GRASS CEILING Living Lab in Spain.

This workshop has taken place with the financial support of the Spanish Ministry of Agriculture, Fisheries and Food to carry out activities of special interest that promote the role of women in rural development.

GRASS CEILING Croatian Living Lab convenes to identify megatrends and key players in addressing challenges faced by rural women entrepreneurs

Croatia, General / By

The 5th meeting of the GRASS CEILING Croatian Living Lab took place on May 27 and 28, 2024. On the first day, the Living Lab participants were warmly welcomed by Living Lab participant Ana Kovačić in Ledina (Zagreb County) at the Kovačić family farm.

Ana gave us a tour of her blueberry and currant plantation and showed us the fruit products. The positive energy of the Living Lab women stimulated a fruitful discussion about rural women and their future. It was a pleasure to see how enthusiastically the Living Lab participants talked about their progress and how supportive they were of each other.

The second day was reserved for Razljev, where the Veggie company of our Living Lab participant Ines Dundović is located.

The main event of the fifth Living Lab was the foresight analysis, where the Living Lab participants and stakeholders (in groups) identified some political, administrative, economic, technical, technological, social and environmental megatrends and key players for future challenges. After the foresight analysis, the Living Lab participants held a workshop on digital marketing.

There were several stakeholders participating in the 5th Living Lab and they were excited to see how much knowledge about rural entrepreneurship and innovations these women have and how many plans they have for the future.

Grass Ceiling project webinar focuses on enhancing social media management for rural businesses

Croatia, General, Ireland, Spain / By

The GRASS CEILING project hosted a webinar on improving social media management, bringing together project partners and innovative women from the project’s Living Labs. The webinar, led by CIHEAM Zaragoza, underlined the importance of starting with a solid strategic communication plan.

Throughout the session, three women entrepreneurs from the GRASS CEILING project’s Living Labs, with extensive experience in social media management, shared their experiences in managing their social media presence. These were Lucía Velasco, a rural influencer and a cowgirl from the Principality of Asturias (Spain) – as she likes to define herself, passionate about promoting rural life and traditions; Karen and Natalie Keane, two chocolatier sisters and promoters of the Bean and Goose brand in Ireland, known for their innovative and delicious creations; and Jasminka Gršković, a teacher and entrepreneur, inventor of lavender-scented wool sensory balls for hand muscles.

The importance of a strategic communication plan

“Effective social media management depends on a well-developed communication plan,” explained Laura Gil, a journalist from the CIHEAM Zaragoza Communication Unit and responsible for speaking on Social Media Content Strategy. “This plan should carefully consider the target audience, desired outcomes, communication channels, and messaging strategies. Identifying the right platform to reach your audience is crucial, and it can be a complex task.”

Laura Gil stressed the importance of consistently publishing content with a pre-established calendar because it helps to build audience loyalty and avoid losing momentum. She also spoke about continuously monitoring trends in each sector to stay up to date and adapt your own approach if necessary, aligning it with goals and interests of the target audience. Finally, knowing how to use the right tools is essential, taking advantage of social media management platforms to optimise tasks, scheduling and monitoring processes.

Lucía Velasco: authenticity and empathy for greater impact

Lucía Velasco offered a captivating presentation that served as a powerful reminder of several key principles. She emphasised the importance of authenticity, “being true to what you do and who you are”. Her message defended the value of positive communication, advocating for the use of motivating and inspiring language. Lucía also underlined the importance of empathy, urging the women to connect deeply with the work they do to achieve a more impactful outcome.

In addition, she highlighted the need to establish a clear communication process, “because it ensures that information is disseminated efficiently and accurately” and to always be very well informed “to avoid disinformation and be more credible.” Finally, Lucía emphasised the opportunity to be a spokeswoman for women in rural areas. “Our networks are a platform to amplify our voices and defend our causes.”

Bean and Goose, or the power of pursuing dreams from home

Sisters Karen and Natalie Keane, the creative minds behind Bean and Goose, exemplify the power of pursuing dreams from the heart of the home. Their passion for creating something meaningful and offering delicious chocolate experiences is evident in everything they do.

Driven by a clear vision of building a strong brand, the Keane sisters ingeniously use chocolate as a medium to celebrate Ireland’s rich cultural and natural heritage.

Social media is a vital platform for them. They use it to connect with customers and followers, highlighting the unique value proposition of their products. Their approach goes beyond simply selling chocolate. They strive to provide useful information and cultivate a sense of connection with their audience, ultimately generating trust and loyalty to the Bean and Goose brand.

Jasminka Gršković: constant learning

For Jasminka, the importance of mentors cannot be overstated when it comes to shaping the business model. She pointed out that their guidance can help us navigate challenges and pave the way to success. “Learning how to create a business plan that leverages the power of social media is essential”. Jasminka also highlighted the value of both professional training and observation. “By establishing a strong online presence and becoming a reliable source of information, we can position ourselves as thought leaders for our target audience, including potential customers seeking solutions.”

While she acknowledges that video content may not be her personal preference, Jasminka recognises the importance of exploring different communication channels. This openness to learning and embracing new approaches is a valuable lesson for any entrepreneur.

Jasminka’s perspective highlights the valuable insights we can gain from unexpected sources. Young people, often considered digital natives, can offer valuable guidance and expertise in navigating the ever-evolving landscape of social media. “I, in fact, learn every day from my daughter”.

Ana’s Berry Haven: A story of tradition and entrepreneurship in the Croatian Living Lab of the GRASS CEILING project

Croatia, General / By

Ana’s Orchard, an oasis of berries, herbs and flowers, is located in the rural part of Zagreb County. Ana is a spirited and determined entrepreneur who has turned her grandmother’s recipes into a thriving business that celebrates the rich flavours and healing properties of nature. Ana Kovačić is also an active participant in the Croatian Living Lab of the GRASS CEILING project.

Ana’s Orchard is a symphony of colours and flavours. Rows of chokeberries, blackberries, raspberries and blueberries thrive under her careful watch. Fragrant mint, soothing lavender and elderberry bushes prosper amongst the berry bushes.

But Ana’s work does not end in the orchard. In her cosy, sun-drenched kitchen, she uses her grandmother’s recipes to make a variety of traditional products, such as jams, tinctures, liqueurs and syrups, all made by hand using natural preservation methods.

Ana is not only a farmer and entrepreneur, she is also a mentor and advisor. Her passion for her business goes hand in hand with a desire to pass on her knowledge. She has summarised her years of experience in a booklet, “Health through berries” (“Bobicom do zdravlja“), a comprehensive guide on the benefits and uses of berries.

Her vision also extends to the next generation. Ana gives workshops on wild fruits in her orchard. She teaches children about the wonders of nature and the importance of preserving traditional practices.

Ana believes that women are creators, capable of nourishing both the land and the community. Ana is the best example of the incredible potential of women in agriculture.

Annalisa Pellegrini (GRASS CEILING Italian Living Lab): “nothing should be lost but everything should be transformed, reducing waste by reusing products”

General, Italy / By

Annalisa’s world is full of beautiful colours, but “lavender” is the most important of them all! She is one of the eight women participating in the GRASS CEILING Living Lab in Italy.

Annalisa Pellegrini has an Art degree with a specialisation in Woodworking. For many years she worked as a lights designer and set designer in performing art. Then, she moved to Sicily to focus on marble working. Back in her homeland, she attended courses on medicinal plants and after self-taught study, still in progress, in 2019 she decided to recover an unused family plot with her brother. She began growing lavender and other medical and aromatic plants and started an essential oil business, paying attention to environmental sustainability.

The demand for her products increased during the COVID-19 pandemic due to their medical properties and ability to help with anxiety and stress. For these reasons, her passion soon turned into a business.

In her opinion “Every innovation starts with greater awareness”. She is a great lover of ‘vintage’ and she believes in circular economy practices.  “Nothing should be lost but everything should be transformed, reducing waste by reusing products. This process feeds an economic system that regenerates itself”.

This energy inspires her artistic creations, such as the ‘Soy Candles’ dedicated to spring. These handmade candles burn more slowly than traditional ones. It is a responsible and eco-friendly choice: once extinguished, the oil produced while the candles burn can be reused to moisturise hands and body. They are also often used for relaxing massages.

At ExpoLevante in Bari, one of the most important local craft fairs, Annalisa set up a stand to sell her products, recently: bath salts, oils, candles, balms and ointments.  Each item tells a story and describes a trait of her personality and passion for her work

Her natural products, with their soothing and anti-inflammatory properties, are the result of a production process whose flagship product is the essential oil, obtained by steam distillation, 100 % organic.

Lavender, bitter or sweet orange, and lemon: it’s a pleasure to smell her creations!

Rural women innovators in Trøndelag contribute to EU-level research

General, Norway / By

For the duration of three years, eight rural women innovators in Trøndelag are part of the research project GRASS CEILING. The project is funded by Horizon, the world’s largest funding programme for research and innovation, and an EU resource to acquire new knowledge in Europe. 

Oi! Trøndersk Mat og Drikke and Ruralis are the two Norwegian project partners among the nine European Union countries that are participating in the project. Countries like Spain, Italy, Lithuania and Croatia all ask their rural women innovators the same questions: What is it like being an entrepreneur in agriculture and local food production in rural areas? Do women have the same access to resources as men do, and what are possible barriers for women starting their own businesses and upscaling their companies?

I’m very happy with the Living Lab and I think it’s working really well. We’re a good mix of great women, and I’m very pleased to be part of the project, says Torunn Bjerkem.

Bjerkem has been part of building the heirloom flour mill company Gullimunn, and is now in a substantial restructuring and innovation process with her farm Kulturgården Bjerkem, offering local food, accommodation and cultural events.

It’s great that someone like Mikael Forselius will be at the next Living Lab, talking to us about networking and his diverse experiences in the local food and hospitality industry, says Bjerkem.

Three Living Lab gatherings a year for three years

During the three annual Living Lab gatherings the project managers exchange knowledge and experiences from the rural women innovators, in a data collection process. This data is analysed as research that is delivered to the top level of the EU project. In this way the European Commission can make informed decisions about how they can support rural women innovators in the future.

So far, research has shown that rural women innovators contribute to more business in rural areas, they create sustainable innovations, and initiate and build healthy social communities.

“I really enjoy the social aspect when we meet for our Living Lab gatherings. We support each other, and give each other ideas and perspectives on each other’s businesses and products. It’s a good thing to be able to share the things that can feel heavy about owning a business”, says Kari Øye.

Øye has created the company Havfruene, producing Omega 3-rich cod liver oil made from locally sourced ingredients. They have a stand at the annual food festival in Trondheim: Trøndersk Matfestival, and Øye attended the Grass Ceiling-showcase in Brussels, where she presented her business to the rural women innovators and project partners of the other countries, and to representatives from the European Commission.

Workshops and ‘homework’

In the Living Labs the participants have organised workshops and lectures by various consulting and funding agencies, such as Innovation Norway, Fosenregionen, SISU Business and Proneo. “They gave us homework to ask our customers why they choose our product”, says Sissel Langørgen.

In the coming year and a half, two more women innovators from the project will travel to Vilnius and Brussels respectively, to present their businesses to the project. The participants are excited to learn about the final results of the GRASS CEILING project, which will be presented by the end of 2025.

Torunn Bjerkem
Kari Øye

“Yesterday shock, today sadness, tomorrow action and we move on!” Ines Dundović recounts the fire in her company

Croatia, General / By

One of our friends, a participant in this Project and manager of an entrepreneurial company in Croatia, is going through a difficult time. From this page and on behalf of the entire GRASS CEILING consortium, we want to show our support and solidarity with her.

Just a few days ago we were talking about Ines Dundović, a Croatian producer and processor of plant products, entrepreneur and director of the Veggie Company, with three stores in the Zagreb region.

This week we learned that an unfortunate accident caused a fire in their facilities, resulting in the loss of a significant part of their stock and warehouses.

She herself has recounted the episode on social media with the strength and drive that characterises her: “Yesterday shock, today sadness, tomorrow action and we move on!” As Ines has said before, proclaiming to the four winds and with energy “WHAT DOESN’T KILL YOU, MAKES YOU STRONGER!” She went on to thank everyone for the demonstrations of the physical, technical and moral support she has received and the invaluable collaboration of the firefighters in her area.

From this project website we want to highlight that our exceptional entrepreneur, Ines, even though she experienced a fire on her property, which shook her up, she has also demonstrated remarkable strength and resilience, continuing to work with enthusiasm as she prepares the property for renovation. We wish her every success!

And this is the spirit of GRASS CEILING’s entrepreneurial women. Nothing stops them, they are always looking ahead, never back.

So, Ines, we send you our heartfelt encouragement in the recovery of your business. We know that you are going to do very well and from here we will continue to share the news about everything you do to make your work and achievements visible.

A big hug from the entire human team of GRASS CEILING. We are all with you!