The Tomato Movement

frogism x academy of art08.10.11

http://www.flickr.com/photos/glenbervie/5861033883/

“A crisis is looming: To feed our growing population,

we’ll need to double food production. Yet crop yields

aren’t increasing fast enough, and climate change and

new diseases threaten the limited varieties we’ve come

to depend on for food. Luckily we still have the seeds

and breeds ensure our future food supply - but we must

take steps to save them.”

- Charles Siebert, National Geographic

http://ngm.nationalgeographic.com/2011/07/food-ark/siebert-text

http://www.usgcrp.gov/usgcrp/Library/nationalassessment/images/UrbanRural-o.jpg

http://www.flickr.com/photos/shelvasha/5379209749/in/photostream/

“Americans consume 3/4 of their tomatoes in processed form.”

- USDA

http://www.flickr.com/photos/jphilipson/2341568976/

Can Heinz inspire city-dwellers to grow endangered heirloom tomatoes...

and spark a movement to save our future food supply?

http://www.flickr.com/photos/almondcorner/4879282622/in/photostream/

http://www.flickr.com/photos/flydime/4927150698/

The crux is twofold |We must educate & activate

Food culture is shifting |Slow, local, vertical, urban & self-reliant

Idea on the rise | Urban Farming

http://www.flickr.com/photos/ediblequeens/5419477175/in/photostream/

h!p://".flickr.com/photos/abbyladybug/2331010491/

http://www.flickr.com/photos/kaysludge/5957976977/

More specifically | Fire Escape Farms

Inciters | Urban Foodies

http://www.flickr.com/photos/stian84/5101441289/

Tension | But I can get “organic” produce on my block

http://www.flickr.com/photos/baobee/117995629/

Offline | Farmers’ markets, cafes & food carts

http://www.flickr.com/photos/sirgious/5031512399/

Online | Social spaces, food porn & design blogs

smitten kitchen good magserious eats

swiss miss psfk better living through design

Spark | We are running out of food

http://ngm.nationalgeographic.com/2011/07/food-ark/food-variety-graphic

“a century ago in 1903commercial seed housesoffered hundreds of varieties

by 1983 few of those varieties were found in the National Seed Library”

- Nat Geo

walk the talk

nutrition > modern medicine

embracing (and saving) genetic diversity

http://www.flickr.com/photos/comfies/2768825454/

Remarkableness | Thought Leadership

Walk the Talk | Corporate Values

Sustainability Report: “Simply put, Heinz is doing more than developing

tomatoes: we’re cultivating a commitment to sustainability that we believe benefits our Company, our growers and

the environment."

Mission Statement: "As the trusted leader in nutrition and wellness, Heinz – the original Pure Food Company – is dedicated to the sustainable health of people, the planet and our Company.”

Nutrition > Modern Medicine

“Let thy food be thy medicine and thy medicine be thy food."

- Hippocrates

“Our mission is to save North America's diverse, but endangered, garden heritage for future generations by building a network of people committed to collecting, conserving and sharing heirloom seeds and plants, while educating

people about the value of genetic and cultural diversity.”

http://www.slowfoodusa.org/downloads/USArkofTaste_01.20_.10_.pdf

Partnership | Genetic Diversity

Thank You | @jjbert