Presentación de PowerPoint · Interviews - Goals 8 •Find out how Caritas is financed •Understand the role of an NGO in fighting social exclusion and hunger issues • Should

Cooking classes Food Waste Project, Social Entrepreneurship

B. Hristo; G. Marta; P.Ines; M. Guilherme; U. Lawrence; Z. Adam

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Agenda

• Food Waste Facts

• First wrong steps Problem Introduction

• Initial POV

• Observations, Interviews & Learnings

• Process map, Refined POV/persona

Design Thinking: Stage 1 - Insights

• Post it War

• Idea Generation

• Convergence & Concept

Design Thinking: Stage 2 - Concept

• Prototype and testing

• Learnings and reiterations

Design Thinking: Stage 3 - Prototype

• Similar business models

• Business canvas Business plan

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Food Waste Facts

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10% of rich countries' greenhouse gas emissions come from growing food that is never eaten

(Source: Feeding5k.org)

All the world's nearly one billion hungry people could be lifted out of malnourishment on less than a quarter of the food that is wasted in the US, UK and Europe.

(Source: Feeding5k.org)

Food Waste Facts

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Fruits and vegetables, as well as roots and tubers is the most wasted food

Spanish restaurants waste each year over 63,000 tons of food (Source: 20 minutes.es)

In Spain, every consumer throws away on average nearly 63 pounds of food a year. In total some 11,000 billion wasted per year on food (Source: Cofresco)

(Source: Cofresco)

Previous work

What we did wrong…

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Initial research

Define POV Post-its & first idea

Observing &

Prototyping Dead End

What is food waste all about? Basic food waste facts. What can we do to help?

Supermarket manager was initial POV; we believed this was the best place to affect change in supply chain

Semi-productive post it war, but not focused. Ideas: 1. Boxes for leftover food (dignity problem), 2. Carrot boy

Sad realization: This idea was going no where and we needed a change.

Running into problems: How do we do observe supermarket managers? Lack of creative and feasible ideas!

We decided to start afresh

More research & new POV

Observing, Interviews and redefined POV

Post-its & idea formulation

Prototype & test idea (repeat)

Business plan

Design Thinking: Stage 1 - Insights

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Initial POV

7 Design Thinking: Stage 1

• Name Fernanda Rodriguez • Age: 40. Three kids – 5, 7 and 12 years old • Accountant in a small textile firm in Barcelona; husband

works at Deutsche Bank • Her parents live in Girona • She has a flexible working schedule: usually enters at 9 and

leaves at 18:00

• Health conscious • Husband works a lot; not really regarding the food he eats • The maid is a great help – every day help

Basic Information

General Characteristics

Interviews - Goals

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• Find out how Caritas is financed •Understand the role of an NGO in

fighting social exclusion and hunger issues • Should we fight hunger directly or

more indirectly (e.g. creating jobs) •How should we approach

consumers in order to raise awareness • Is the issue of reducing waste

directly related to reducing hunger

•Gather general findings regarding shopping, cooking and storing habits about our persona •Understand how aware people are

about the issue •To what extent they act towards

saving as much food as possible • First questions regarding our

potential solution: farm + cooking classes

•More in-depth and specific questions •Question addressing each of the 6

steps of our proposed process map • Identifying the criticalities in each

of the steps •Know where our potential idea

must tackle the problem, in what part of the process • Find out about consumers’

emotions during the different phases of the process

Caritas Interview Persona 1st Interview Persona 2nd Interview

Design Thinking: Stage 1

Interviews – Main Findings


Caritas Interview Persona 1st Interview Persona 2nd Interview

•The goal of reducing food waste and with it feed the hungry should be separated

•Dignity plays a big role – people won’t food given to them, they want to earn it

•The goal should be to provide everyone with the power to go to a store and purchase food

• Such can be achieved by providing them with a steady income

•The way you give an opportunity to the poor people is crucial – they have to learn and earn a reasonable income at the same time

•Changing people’s awareness is absolutely necessary to solve the problem of food waste

•They follow their purchasing list, making them feel good about it, and feel bad when they forget to buy something •Our persona is aware of the

problem and plans, cooks and stores in order to minimize waste •Although they make the effort, they

are unaware of “what more” they can do • Shopping: usually a big purchase is

made every 2 weeks and once every 2 or 3 days a smaller purchase is made, of more perishable goods •Very rarely do they do impulse

purchases •Would not mind buying “worse

looking” goods for a slightly lower price •They are not aware of how much,

exactly, they throw away in terms of money. Not aware of much can be saved

•Planning: list is done looking at what they have stored at home •Buying: Smaller packages are

preferred, better to avoid food waste as well as for managing quantities for meals • Storing: goods are organized by

categories, not by expiration dates. When food is thrown out at this stage, they feel indifferent. •Cooking: love cooking, and try to

avoid oil and fattening. Food, like pasta and rice, are hard to estimate the appropriate amount. •Eating: they have a “eating

everything that is in your plate” policy. Bad feelings associated with leaving food on the plate. •Re-storing/throwing out: bread,

pasta and rice are the most frequent leftovers. They are mostly used in meals for the next day.

Observations & Learnings

The problem is much more complex

than we initially expected

Households have no idea of the

amount of food they waste

Body language shows that they are

not proud their lack of awareness

“There is always a bit of waste in

everything I cook”

Vegetables is the main category

wasted. Fruit comes next

General lack of awareness regarding

the amount of food wasted

“When I buy I don’t take into

consideration expiration dates”

“I manage the quantity I cook based

on my experience”

“I never know how to make the exact quantity”

“I never eat more than half of my

leftovers”

Interviewees never factor storing

space before buying

“It is unavoidable. I do everything I

can”

Design Thinking: Stage 1 10

Process Map & Insights

Planning Buying Storing Cooking Eating Re-storing/ Throwing

out


Our interviews showed us: Planning:

• Always makes a list before shopping. • Doesn’t plan for cupboard space before she shopping. • Every 2 weeks plans for trips to large grocery stores for non-perishable items such as

pasta/rice/etc. • Travels daily to smaller markets for items such as fish/meat/fruit/etc.

Buying • Always sticks to the list and rarely buys impulsively. • Feels happy and successful when returns home with everything that was planned. • When given the option smaller packages are chosen over a larger one. It makes for easier

storing and often creates less waste. • Consider expiration date when purchasing, especially from larger stores. • When shopping at the larger stores, low-price options are more important, while at the

smaller store where meat and fruit are purchased, quality is the priority.



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Storing: • When putting the new food in the cupboard/refrigerator, the food is sorted by category to

monitor quantity, however, during this process, there is no regard to expiration date. • Occasionally has to throw out food at this stage because it was never eaten and has gone

bad. Causing feelings of sadness and failure that the plan wasn’t sufficient. Cooking:

• Enjoys cooking and often cooks most with oils and vegetables. • Food is rarely thrown away during this process. The only time food doesn’t reach the

table is if It gets burned. • Try to adjust the amount of food cooked based on the number of people eating, but with

items such as rice and pasta, it is quite hard to estimate. There are usually leftovers of those.

• When there is left over cooked food, it is always saved for the next day, but if it is vegetables, they usually get thrown out.

• The expiration date is often a large factor in choosing the ingredients in the meals each day.



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Eating: • There is a “Clean Plate Policy” to avoid food waste. Yet when uneaten food has to be

thrown out, there is little consideration and the feelings are quite indifferent. Re-Storing:

• About 20% of the cooked food isn’t eaten after meals. Usually the leftovers are rice, pasta, or break.

• The leftovers are always stored and served again the next day, or used to cook other meals.

• There is an attempt to adjust the list for the next week to avoid having these leftovers, but it is hard because the amount of rice/pasta/bread to be eaten in a meal is quite hard to estimate.

Process Map & Criticalities


Even though expiration date is taken into account in the previous step, it is forgotten after stored

Some types of food, that are hard to quantify, may be cooked in excess

There is a “Clean Plate Policy” to avoid food waste. Yet when uneaten food has to be thrown out, there is little consideration and the interviewees felt indifferent

Not all leftovers are stored, and can some times be forgotten. Food is thrown away since it is not eaten before going bad

These criticalities were used to guide us in the next phase of design thinking


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Refined Persona


• Name Fernanda Rodriguez • Age: 40. Three kids – 5, 7 and 12 years old • Accountant in a small textile firm in Barcelona; husband works at Deutsche Bank • Her parents live in Girona • Flexible working schedule: usually starts at 9 and leaves at 18:00 with a siesta in the middle • The family has a household income of 55,000 euro per year

• 7:00 am wakes up and helps kids getting ready for school • Does breakfast with the help of the maid • 8:30 am: leaves kids at school and goes to work • 14:00 – 16:00 pm: siesta/prepare for the night/watch the afternoon news • 6 pm: leaves work and picks up the kids at school • Twice a week, shoe goes to the supermarket before going home • 21:00 pm: family has dinner together • 22:00 pm: watches news • 23:00 pm: goes to bed

• Health conscious • Much of the fruit and vegetables are wasted – because kids don’t want to eat and after a few

days they are not good anymore • Husband works a lot; not really regarding the food he eats • The maid is a great help – every day help • Weekends: Goes to Girona or Sant Cugat (where husband’s parents live)

Basic Information

Typical Day

General Characteristics

During what little free time Fernanda has, she enjoys reading the newspaper (La Vanguardia and Sport) as well as volunteering at her children’s schools. She also spends a lot of time transporting her kids to and from their activities (school, soccer, other extra-curriculars).

Design Thinking: Stage 2 - Concept

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Post It War

GOAL: AWARENESS

Owned farm with recreational activities, providing cooking, food purchasing and storing tips;

Cooking classes with relevant insights on how to reduce food waste while socializing

Organic Food Stores selling products from local farms or dishes cooked at the cooking classes

Collect waste from households (and maybe other stakeholders) and bring it to farms to create

compost;

Carrot boy: character (a carrot) with the goal of creating a personal connection with the food that is

wasted. Having kids as the main target, the carrot boy could be associated with school trips, TV

shows, a song, etc. The carrot could show his/her feelings when his/her friends are wasted.

Communicate waste money-wise: Show people how much money they are “throwing away”

Place a bio-degradable bin at homes: as households accumulate waste, they could have a real

perception of how much they are truly wasting;

Can of nothing: empty can with a key message regarding food waste to raise awareness;

Magnets: as people keep them on the fridge, magnets can be used to transmit messages


Post It War


GOAL: REDUCE WASTE

Organizational System for the food: criteria for storing the food, for instance, by expiration dates

(helps keeping track of food about to expire)

POS Promotions/Campaigns: creative promotions that respect both the interests of POS and the

goal of reducing waste (for example: “Buy one now and get one later; discounted shelf with

products about to expire)

Books: combining tips on how to reduce food waste while providing easy/fun recipes; book that

complements existent tools for cooking – like “Bimbi” (cooking machine);

Eliminating Intermediaries in the supply chain: create a more direct link between farmers and the

final consumer

GOAL: CREATE JOBS

Daily delivery of products: especially for more frequent purchases (fresh products) in the

appropriate quantities, avoiding waste

Vans distributing products, especially for people that don’t have much time to go shopping and

therefore buy high quantities

Post It War

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Idea Generation


Proposals

1st Proposal : Create a network of Organic food stores in Barcelona

2nd Proposal: Owned farm with recreational activities, providing cooking, food purchasing and storing tips

3rd Proposal: Cooking classes studios in Barcelona

Work around the three most popular ideas:

Focus on the end consumer – their lack of awareness and knowledge is the root of the problem

Most important part of the model is to show and teach how to reduce food waste – demonstrations and classes

place a major role

Realistic and sustainability potential

Fundamentals

“I do most of my shopping in supermarkets and I like to buy everything in one single place”

“I don’t have time to get out of the city. Proximity is one of the most important criteria”

“I am willing to learn how to cook better and most importantly, get new recipe ideas”

Insights:

Organic Food Stores:

Farm:

Cooking Classes:

Final Concept


Underlying concept:

• Cooking classes where people bring their own food

• Raise awareness for the issue and learn how to manage food better

• Sustainable business model – charge for the classes

• Employing poor people in the kitchen and administration: reinsert

individuals back in society, encouraging proximity and putting them at the

center of the solution by giving them the initiative

• High sense of community in Catalonia – take advantage of socializing spirit in Barcelona

Value added:

• Offer a sustainable source of income to the employees by offering jobs that do not require high qualifications

and in which training is simple

• Encourage change in the long term through education: Show people how to use products that they would

normally throw away and how products that are not esthetically attractive can be even tastier than the others

• Better eating habits

• Socializing and leisure time

• Reduce poverty, taking into account dignity and offer training

• People will feel more like a part of the process, their food created new food

Final Concept: Cooking classes studios in Barcelona

Design Thinking: Stage 3 - Prototype

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Prototype & Testing

We tested the brochure!


We went to the streets to get some real insights!

Talking to people, asking them questions:

1. Take a few minutes to read our idea. What did you get from it?

2. Do you find it interesting?

3. Are you aware of how much food is wasted at your home approximately?

4. Do you think you would find the time to attend to our cooking classes?

Prototype Stage 1

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1st Interview Results

Interviewees understood the concept and found the idea very interesting and creative

Most say they are conscious of not throwing out food and that they try to recycle, but still recognized that some help to do it better would be appreciated

All mentioned that they probably wouldn’t find the time that it takes to attend

Conclusion: We needed to improve upon the idea and the prototype considering the time concerns of people

Prototype Stage 2


2nd Interview Results

Based on the feedback from the first interview, we added the option of someone going to the client’s home and cooking there with them

They proposed online classes as well as having a lot of different time options as a potential part of the idea

Similarly to the previous round’s responses, interviewees understood the concept and liked the idea. They were interested in the home visit option.

Potential bias: it is possible that interviewees didn’t share their actual feelings and tried to seem more responsible of their waste patterns than they might be in reality

Business Plan

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Similar business models

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Less Waste.Org (UK) - Free cooking classes designed to teach people how to get the most out of their food and reduce waste. In the classes the students:

Receive free recipe cards to take home

Learn how reducing food waste can save them money

Take home a “Goodie Bag” that includes tools such as a pasta measure and meal planner

Cyrenians Good Food Program (UK) - This program is a social enterprise dedicated to improving the lives, in the long term, of disadvantaged people (isolation, poverty, or homelessness)

Cooking classes are only a small part of the program

Classes are taught with the main goal to encourage healthy eating and save money

Get Cooking (UK) - Goal is to teach members of the community to make healthier meals while wasting less and saving money

Classes are taught by certified members of the community

These members of the community must pass all 8 units of the class to be awarded their Certificate in Community Food and Nutrition Skills

Ballymaloe Cookery School (Ireland) - Usually a full time culinary school but offer a few shorter courses ranging from one morning or afternoon to up to five days. The students learn much more than just how to prepare a meal. They learn:

How to grow their own herbs and vegetables

How to utilize ingredients to their full levels

The importance of creating meals with local ingredients, reducing waste, and being green.

Courses range from ½ day (85euro) to 5 days (900euro)

Business Plan

Business Canvas, 1

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Value proposition The venture will provide cooking classes where people bring their own food. The chef will help them to create interesting and healthy dishes. Through this, the customers will get new recipe ideas, improve their cooking skills, and even creativity. Further, they will be taught about how to manage food better and it will raise awareness for the actual amount of food wasted on a weekly basis. By showing how products that are not esthetically attractive can be even tastier than the others, the classes will encourage change in the long-term. It will also encourage better eating habits through education, thus reducing food waste. Finally, it will offer a social and leisure time activity.

There is a high sense of community in Catalonia and our business aims to capitalize on that. People will feel more like a part of the process; their food created new food.

The venture will offer a sustainable source of income to the employees by offering jobs that do not require high qualifications and in which training is simple – both administrative and in the kitchen. Most of these will be occupied by low-income individuals. This will help to reduce poverty while taking into account their dignity, encouraging proximity and re inserting individuals back in society.

Customer relationships The target customers will be middle to high-income families (those that waste the most food, according the studies) in Barcelona. Ideally, they will participate in the cooking classes that take place once a week or twice a month depending on interest. There will be a strong personal relationship between the chef and customers. The chef will dedicate himself to the limited number of participants in the class, creating a good atmosphere and proximity. On the administrative side, personnel will be assigned to deal with the customers in order to provide effective and qualitative assistance.

Customer Segments

Mass market: any household interested in improving its cooking skills or creativity when deciding what to cook. The more frequent customers will be mid- to high-income families who look for good meals to cook with what they have in their fridge. A second segment is the poor people employed in the kitchen and administration. They will be provided jobs and reinserted in society. Another segment can refer to individuals willing to support a social enterprise.

Channels The business will be promoted through social media, targeted magazine ads, flyers, and word of mouth (gift cards/coupons). Customers should fill out regular satisfaction surveys to evaluate if the goals of the project are being accomplished, for instance, “are the customers replicating what they learned in classes at their homes?” The purchase of the classes is straightforward – if customers are interested in taking them, they book it online or by going directly to the office. (similar model to normal classes). Subscription service at reduced prices is also available. The majority of the classes will be held on the facilities of the company, however, there is the option of having a personal advisor come to your house for a lesson. Monitoring the service after sales will be mostly done through the questionnaires previously mentioned to make sure the classes are effective.

Business Plan

Business Canvas, 2

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Key Partners The main partners will be our clients who believe in our mission and are willing to spread the idea to their friends. Additionally, businesses like Smartbox and Groupon should be targeted to increase the accessibility of our service. Including a “waste-free” recipe in a major newspaper every week would give the cooking classes good popularity. Naturally, we count with NGOs’ support finding low-income employees and raising awareness.

Ideally, the classes will be indirectly (or even directly) supported by the government, which would make it a key partner. Approach the government with a proposition of what we’re doing and how it can be beneficial to them.

Key Activities Hiring the right staff and providing at least basic training is vital. Most jobs will be for low-income people in need of support. Moreover, we need to hire at least one manager with business experience and an experienced cook to teach the classes. The classes’ content includes teaching about waste management and food re-use, as well as how minimizing waste brings money-wise advantages. Marketing the venture to reach target markets and guarantee revenue streams is also crucial. Finding the best distribution channels (partly directly through a website or own offices and partly through intermediaries).

Key Resources Finding start-up capital is key, but also location that allows for easy access and that is centrally located. The qualified positions will require business-savvy individuals who are able to market and organize the cooking classes as well as manage a low-skilled labor force. Further, a knowledgeable cook that is able to improvise interesting and healthy dishes will be central to the success of the venture.

Revenue Stream The prices of the cooking classes will be fixed and listed. They will depend on frequency and length.

Cost structure Most significant costs include rent for the facility and utilities, staff salaries and other related expenses, potentially purchase of some equipment. Realistically there will be up-front costs such as setting up and enduring costs for a few months before enough revenues start coming in. The business will be more value driven and variable costs relatively low, since the customers will bring their own food to the cooking classes.

Business Plan

Questions?

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Sources

Edinburgh Cyrenians (Scotland Charity), www.cyrenians.org.uk

Feeding the 5000, www.feeding5k.org

Get Cooking, West Lothian Health Improvement Team, www.getcooking.org

Grupo 20 Minutos , www.20minutos.es/

Leicestershire Waste Partnership, www.lesswaste.org.uk

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http://www.cyrenians.org.uk/

http://www.feeding5k.org/

http://www.getcooking.org/

http://www.20minutos.es/

http://www.lesswaste.org.uk/

Documents

Presentación de PowerPoint · Interviews - Goals 8 •Find out how Caritas is financed •Understand the role of an NGO in fighting social exclusion and hunger issues • Should