NEW

FOR VIS

IONS

FOOD

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NS

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FOOD

FOOD

NEW VISIONS FOR FOOD

VILLE TIKKA / WEVOLVERUOKA CONFERENCEJANUARY 25, 2012

A HOLISTIC INQUIRY INTO HOW WE GROW, PRODUCE, DISTRIBUTE, SELL, PREPARE, SERVE AND CONSUME FOOD IN FUTURE.

IS A NEW SCHOOL CHANGE AGENCY, FOUNDED IN NEW YORK IN EARLY 2011, CURRENTLY OPERATING FROM HELSINKI, FINLAND.

WEVOLVE

FORESIGHT !

VISION!

SOLUTION!

STRATEGY!

FORESIGHT !

VISION!

SOLUTION!

STRATEGY!

FORESIGHT !

VISION!

SOLUTION!

STRATEGY!

WE SPECIALIZE IN PROGRESSIVE EXPLORATION OF SOCIO-CULTURAL AND DIGITAL REVOLUTION. WITH METHODS OF STRATEGIC DESIGN AND TRANSFORMATIVE INNOVATION WE INSTIGATE SYSTEMIC CHANGE AND IMAGINE ADVANCED FUTURES.

THREE PREMISES FOR FORMING NEW VISIONS FOR FOOD:

ONE: CHANGES IN CULTURE AND TECHNOLOGY ARE OPENING MAJOR OPPORTUNITIES.

“THE NEW CULTURAL CONCEPTS AND ENABLING TECHNOLOGICAL POSSIBILITIES FORM THE FOREMOST OPPORTUNITIES FOR INNOVATION AND CHANGE ACROSS THE FOOD SYSTEM.

BUT BEWARE THE CULTURAL AND TECHNOLOGICAL MYOPIA: WE OFTEN OVERESTIMATE THE OPPORTUNITIES FOR CHANGE IN THE NEXT FEW YEARS AND UNDERESTIMATE THE OPPORTUNITIES FOR CHANGE IN THE NEXT TEN.”

TWO: INNOVATION IS ABOUT CREATING NEW MEANINGFUL VALUE.

“WHEN YOU AIM TO INNOVATE, DON’T AIM FOR NOVELTY OR FOR CREATING THIN COMMERCIAL VALUE. AIM FOR CREATING NEW, LONG-LASTING AND MEANINGFUL VALUE FOR PEOPLE, COMMUNITIES, SOCIETIES AND BUSINESSES ALIKE.”

THREE: RETHINKING FOOD MEANS WE HAVE TO RETHINK THE WHOLE FOOD SYSTEM.

“FOOD IS A SOCIAL JUSTICE ISSUE AND A PUBLIC HEALTH ISSUE; IT’S ALSO AN ECONOMIC DEVELOPMENT ISSUE, IT’S A TRANSPORTATION ISSUE, IT’S A REGIONAL PLANNING ISSUE, IT’S AN ECOLOGICAL ISSUE.”

-NEVIN COHEN, URBAN PLANNER, NYC

SERVING

EATING

FARMING

MANUFACTURING

DISTRIBUTING

PREPARING

SELLING

FOOD SYSTEM:FARM TO FORK

IMAGE: jessicakeenerphotography.blogspot.com

6 MACRO TRENDS DEPICTING WHY FUTURE OF FOOD WILL LOOK (VERY)DIFFERENT:

CLIM

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Image: NASA

CLIM

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GE CLIM

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GE CLIM

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“THE CHANGING CLIMATE AND DECLINING BIODIVERSITY WILL CAUSE A VAST REDISTRIBUTION OF FOOD AND WATER RESOURCES WORLDWIDE.”

URBAN

IZAT

ION

URBAN

IZAT

ION

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IZAT

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IZAT

IONURB

ANIZ

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N

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Image: Wikimedia

“INCREASING POPULATION CONDENSATION, GROWING PHYSICAL DISTANCE BETWEEN FOOD PRODUCTION AND CONSUMPTION, AND EMERGING URBAN AGRICULTURE SOLUTIONS ARE ALL CHANGING FOOD SYSTEMS.”

URBAN

IZAT

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URBAN

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IONURB

ANIZ

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SOCIA

L WEB

SOCIA

L WEB

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L WEB

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L WEBSO

CIAL W

EB

SOCIA

L WEB

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L WEB

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L WEBSO

CIAL W

EB

SOCIA

L WEB

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L WEB

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L WEB

SOCIA

L WEB

IMAGE: mappingonlinepublics.net

“SOCIAL WEB AND OTHER DIGITAL TOOLS PROVIDE BETTER, FASTER AND SCALABLE MEANS FOR NEW CO-CREATION, COLLABORATION AND PARTICIPATION THROUGHOUT THE FOOD SYSTEM.”

SOCIA

L WEBSO

CIAL W

EB

SOCIA

L WEB

SOCIA

L WEB

SOCIA

L WEB

SOCIA

L WEBSO

CIAL W

EB

SOCIA

L WEB

SOCIA

L WEB

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY TU

RBULE

NT ECO

NOMY

TURB

ULENT E

CONOMY

Image: zerohedge.com

“AS WE ARE LIKELY TO MOVE BEYOND A GROWTH ECONOMY, AN ARRAY OF NEW ECONOMIC MODELS - RANGING FROM WELLBEING ECONOMICS, SUSTAINING ECONOMIES AND COLLABORATIVE EXCHANGE SYSTEMS - WILL OPEN OPPORTUNITIES FOR ALTERNATIVE FOOD SYSTEMS.”

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

CONOMY

TURB

ULENT E

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TURB

ULENT E

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DEPLE

TING RE

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ESDEPLE

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ESDEP

LETIN

G RESO

URCES

“ENTRENCHED CONSUMER TASTES ARE SEVERELY STRAINING OUR CURRENT FOOD SYSTEMS. THE FORTHCOMING RESOURCE SCARCITIES - DEPLETING ENERGY, WATER, LAND, ETC. RESOURCES - ARE RAISING CONCERNS ABOUT FOOD INSECURITY AND RISING COST OF FOOD.”

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POLA

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IONPO

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NPO

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IMAGE: occupydesig.org

“THERE IS NO SINGLE FOOD SYSTEM: THE DIVIDES BETWEEN RICH & POOR, EDUCATED & UNEDUCATED, OBESE & MALNOURISHED, AND HEALTHY & ILL ARE LIKELY TO EXPAND, BOTH LOCALLY AND GLOBALLY.”

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4 SOCIO-CULTURAL TRENDS SHAPING CURRENT VALUES & BEHAVIORS:

IMPACT W

ITHIN FOOD SYSTEM

NEW E

THICS

& HOLIS

TIC

SUST

AINAB

ILITY

“HOLISTIC APPROACH TO ETHICS AND SUSTAINABILITY IS GAINING GROUND AS PEOPLE ARE LOOKING FOR NEW WAYS TO SCOPE WITH THE UNCERTAIN FUTURE AND LIVE MORE SOUND AND SELF-SUFFICIENT LIVES.”

WHY

“MANY ARE PUTTING FOOD IN THE CENTER OF THIS WHOLESALE BEHAVIORAL CHANGE, AND RETHINKING THE WHOLE FOOD SYSTEM AND THEIR OWN PLACE IN IT IN THE PROCESS.”

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NYC REGIONAL FOODSHED INITIATIVE

FARMING & M

ANUFACTURING

“The New York City Regional Foodshed Initiative is using the design and urbanism interest as a lens to look at food, to think about the community-related, social, anthropological and architectural structures of the city, and to see what a city’s foodscape looks like. The initiative explores the emerging regional capacity to produce food in the New York City Metropolitan Region, incorporating localized land use, soil type, transportation infrastructure, and climatic conditions to assess production at several scales, as well as actual consumption data for New York City.

FARMING & M

ANUFACTURING

MUSHROOM GARDENBY BACK TO THE ROOTS

FARMING & SELLING

“California startup Back to the Roots offers a grow-your-own mushroom garden kit - for $19.95 - that can be kept inside on a windowsill. People need only moisten the kit twice a day, and within seven days a growing mushroom garden will sprout from the soil made up entirely of recycled coffee grounds. Two to four crops can be expected from one kit, a pound of produce per crop.”

FARMING & SELLING

DISTRIBUTING & SELLING

STOCKBOX GROCERS, SEATLE

DISTRIBUTING & SELLING

“Stockbox Grocers is a start-up working to fix the urban grocery gaps. The stores are designed to offer the essential grocery items and fresh produce to communities that don’t currently have access to good food. Stockbox Grocers is a miniature grocery that is tucked inside a reclaimed shipping container and placed into the parking lot of an existing business or organization.”

PREPARING & EATING

PHILIPS MICROBIAL HOMECONCEPT

PREPARING & EATING

“The Microbial Home concept consists of seven household installations that propose a sustainable approach to energy, lighting, waste, food preservation, human waste management and cleaning in the home. The Microbial Home is a proposal for an integrated cyclical ecosystem where each function’s output is another’s input, exploring how the future solutions for sustainable living and eating might come from biological processes, which are less energy-consuming and non-polluting.”

LOCAL

ITY,

COMMUNITY

&

AUTH

ENTIC

ITY

“ALWAYS-ON, FACELESS AND FAST CONTEMPORARY AND DIGITAL LIFESTYLE IS URGING PEOPLE TO REVOLT AND TAKE BACK MEANING AND REAL RELATIONSHIPS IN THE RAPIDLY CHANGING WORLD.”

WHY

“PEOPLE PREFER REAL AND LOCAL CONNECTION WITH THE FOOD THEY CONSUME. THEY WANT TO KNOW THE PEOPLE AND THE PLACES THEY GET THEIR FOOD FROM, AND SAVOR AUTHENTIC FOOD STORIES AND EXPERIENCES.”

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FARMING

TRUCK FARM PROJECT, NYC

FARMING

The Truck Farm project - a traveling and edible experiment - instigated new thinking and action around alternative urban agriculture in New York in 2009. Turning just 10% of NYC’s private backyards over to urban agriculture would produce 113 million pounds of vegetables each year, or enough to feed 700,000 people at current rates of consumption.

FARMIGO.COM

DISTRIBUTING

DISTRIBUTING

Farmigo is an online service that is looking to make CSA (community supported agriculture) more accessible, more popular, and more efficient — disrupting the way people set about buying their produce.

BROOKLYN BAZAAR,DEKALB MARKET

FARMING & SELLING

FARMING & SELLING

In the US there are now more farmers markets than there are Walmarts. The return of the farmers market has created a new venue for local people to get together in an authentic setting and connected them with local farmers, manufacturers and produce in new ways - something that a big box store can never do.

FOOD TRUCK CRAZE

PREPARING & SERVING

PREPARING & SERVING

Food trucks have revolutionized in the past few years the mobile preparation of food and brought good food all over the previous urban food deserts. Mobile dining has since changed the ways in which many restaurants operate and what fast food increasingly mean for foodies and other consumers.

VINTA

GE,

HERITA

GE &

TRAD

ITION

“IN THE MIDST OF UNPRECEDENTED SOCIETAL, TECHNOLOGICAL, ECONOMIC AND ENVIRONMENTAL CHANGE, PEOPLE ARE FINDING REASSURANCE FROM FORGOTTEN VALUES, CUSTOMS, CRAFTS AND SKILLS.”

WHY

“TRADITIONAL AND NOSTALGIC ATTITUDES, APPROACHES AND ACTIVITIES ARE SHAPING THE WHOLE FOOD CULTURE, FROM FARM TO FORK.”

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BRAMBLE CAFELONDON DESING FESTIVAL 2010

SELLING & PREPARING

SELLING & PREPARING

Bramble Cafe, a temporary cafe and exhibit during London Design Festival 2010, was inspired by the wild and natural life of the English countryside. As visitors enter the space they encounter a mushroom installation by!New Forest forager Mrs Tee, whilst experiencing a bespoke scent dedicated to woodland by!Francis Kurkdjian.

BOMPAS & PARRADVENTURE HAMPER

SELLING

SELLING

Food designers Bompas & Parr created the Adventure Hamper, five pieces limited edition for Selfridges for 2011 holiday season, that contained an array of provisions and equipment to inspire old-era adventure. These included functional pickles and jams that will help with malaria, altitude sickness, insect bites and jellyfish stings to more exotic kit like the hand customised ice axe, and a Magnum of a Piper-Heidsieck Rare Vintage 1998 to celebrate the successful expedition. The owner of one of the five hampers won a trip on an Arctic adventure.

BROOKLYN FARMACY & SODA FOUNTAIN

SERVING & EATING

SERVING & EATING

The Brooklyn Farmacy and Soda Fountain is one of a growing number of old school soda fountains that are slowly repopulating New York, albeit on a small scale. This classic institution remains etched into New Yorkers memories and while the Soda Fountain died in the 1970′s the memory lives on.

UTOPIA

&

CREA

TIVITY

“LOOKING AHEAD, NOT TO THE PAST, PEOPLE ARE INCREASINGLY QUESTIONING THE CURRENT FOOD SYSTEMS AND EXPERIENCES. THEY ARE RETHINKING FOOD THROUGH SCIENTIFIC IDEALS AND EXPERIMENTING WITH BOLD NEW ALTERNATIVES.”

WHY

“FARMS, RESTAURANTS AND KITCHENS ARE THE PLACES FOR EXCEPTIONAL EXPERIMENTATION AND BOTTOM-UP INNOVATION FOR NEW FOOD PROCESSES, PRODUCTS AND EXPERIENCES”

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WEED KILLING ROBOTBY BLUE RIVER TECHNOLOGY

FARMING

FARMING

Blue River Technology is creating advanced technology for better agriculture. They aim to replace hazardous chemicals with robotic technology, developing systems that can distinguish crops from weeds in order to kill the weeds without harming the crops or the environment.!Their systems use cameras, computer vision, and machine learning algorithms.

ANDREW STELLITANOFOR SWEET SHOPPEM

ANUFACTURING & EATING

MANUFACTURING & EATING

Food designer Andrew Stellitano worked with the Future Laboratory to produce a set of confectionary delicacies for their exploratory pop-up shop Sweet Shoppe. He brings design techniques and scientific processes into food production to create new sensory and aesthetic experiences.

PREPARING & SERVING

CHIN CHIN LABS,LONDON

PREPARING & SERVING

The Chin Chin Labs - Europe’s first liquid nitrogen ice cream parlour - are using the aesthetics of science in creating a spectacle from making the ice cream. They create “haute cuisine with performance art in a celebration of gastronomic graphic design”.

MIN NEW YORK

MIN APOTHECARY, NEW YORKSCENTS FOR FOODIES

PREPARING & EATING

MIN NEW YORK

PREPARING & EATING

MiN New York, a fragrance and perfumery shop, is hosting a weekly Rituals series, including sessions such as ‘Scents for Foodies’ and ‘Perfumed Spirits’. They play with niche fragrances and specialty scents and mix them with food and spirits to create new sensory experiences.

OK.

WHAT

DO AL

L

THES

E SH

IFTS

MEAN?

SERVING

EATING

FARMING

MANUFACTURING PREPARING

GRANULARFOOD SYSTEMS ARE FORMING,

OPENING UNPRECEDENTED

OPPORTUNITIES FOR RADICAL INNOVATION.

SELLING DISTRIBUTING

SERVING

EATING

FARMING

MANUFACTURING PREPARING

DISTRIBUTING SELLING

VILLE

@WEV

OLVE.U

S

+358 4

0 68 4

0 656

WW

W.W

EVOLV

E.US

CHEE

RS.