food waste presentation rodrigo

SmartBagMajor Project

London College of Communication MDes | Service Design Innovation 2015/16

Rodrigo Maia Goncalves

10 million tonnes of food is wasted every year in the UK, costing £17 billion!

BackgroundMAJOR PROJECT

10million tonnes of food is wasted every year in the UK.

source: The Waste and Resources Action Programme Estimates of Food Surplus and Waste Arisings in the UK

source: The Waste and Resources Action Programme Estimates of Food Surplus and Waste Arisings in the UK

10 million tonnes of food is wasted every year in the UK, costing £17 billion!

BackgroundMAJOR PROJECT

10million tonnes of food is wasted every year in the UK. =£17

billion per year

BackgroundMAJOR PROJECT

Food waste % by sector Supermarkets contributed to just 1.3% of all food waste in the UK in 2013. Household food waste contributes the highest proportion, although combined food and drink manufacturing and retail and wholesale would top this.

FOODWASTE

in UK

Household42%

Food/drink manufacturing

39%

Food service/ hospitality

14%

Retail/ wholesale

5%

source: Eurostat

Background

Food waste across the EU In a 2010 report, the European Commission estimated annual food waste generation in the EU 27 at approximately 179kg per capita, or 89m tonnes. The chart shows how this breaks down by member state.

source: The Guardian

MAJOR PROJECT

Background

Food waste across the EU In a 2010 report, the European Commission estimated annual food waste generation in the EU 27 at approximately 179kg per capita, or 89m tonnes. The chart shows how this breaks down by member state.

source: Eurostat

Total food waste, million tonnes per year. UKGermanyNetherlandsFrancePolandItalySpainBelgiumRomaniaSwedenHungaryPortugalIrelandFinland

Czech RepublicBulgariaDenmarkSlovakiaLithuania

GreeceEstoniaCyprusLatviaSlovenia

0 3 6 9 12

LuxembourgMalta

MAJOR PROJECT

How can new technologies encourage UK food consumers to reduce waste in order to increase sustainability?

BriefingMAJOR PROJECT

There is a huge opportunity to change these figures by developing a project that could incentivise UK families to dramatically reduce food wastage on a daily basis.

Design OpportunityMAJOR PROJECT

Reduce food waste in London in order to contribute to a more sustainable future.

MAJOR PROJECT

Aim

Design tools

Online questionnaire Through an online research, I could

analise friends’ strategies to tackle

food waste across the world.

MAJOR PROJECT

Design Tools

MAJOR PROJECT

Design Tools

Buy food weekly. Buy less food and go to the supermarket more often.

Freeze food which you won’t eat this week.

Cook enough for 2 (no leftovers), freeze whenever possible, buy in small quantity, go on the market once a week (organic, which spoils even easier ...)!

Plan your weekly menu and create recipes with leftovers.

Don’t peel some vegetables and share your food with people near by.

This tool helped me to understand

the food consumption behaviour

among stakeholders and also

identify the main reasons why the

percentage of wastage of food is

extremely high in London.

User diary

Design ToolsMAJOR PROJECT

Design ToolsMAJOR PROJECT

MAJOR PROJECT

Design Tools

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

Bread/ToastFruitsCheeseEggs YogurtJuiceOther:

Food description:

Breakfast

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Dinner

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Lunch

MAJOR PROJECT

Design Tools

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

Bread/ToastFruitsCheeseEggs YogurtJuiceOther:

Food description:

Breakfast

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Dinner

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Lunch

MAJOR PROJECT

Design Tools

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

Bread/ToastFruitsCheeseEggs YogurtJuiceOther:

Food description:

Breakfast

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Dinner

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Lunch

MAJOR PROJECT

Design Tools

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

Bread/ToastFruitsCheeseEggs YogurtJuiceOther:

Food description:

Breakfast

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Dinner

75%50%25%

Amount thrown out:

YesNo

Did you prepare it?

ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:

Reason:

VegetablesSalad MeatFish/seafoodPastaOther:

Food description:

Lunch

Design ToolsMAJOR PROJECT

This design tool facilitates the

understanding of how sales

strategies in supermarkets,

including product promotions and

the size of packaging, can contribute

to the increase of food waste in

London families.

User journey

MAJOR PROJECT

Design Tools

USER JOURNEY

MAJOR PROJECT

Design Tools

Gender: Occupation: Nationality: Lives in: Education: Family:

Female

Full-time job British

Angel

MA Literature

Lives Alone

PersonasGoals:

• Eat healthy

• Be more sustainable

• Consume local products

• Consume less packaging

• Help her community

Frustrations:

• Packaging sizes

• Price of organic food

• Have more time to enjoy her

house

Consuming habits:

Wasteful Sustainable

Unplanned Planned

Impulsive Focused

Digital Physical

Design ToolsMAJOR PROJECT Joanna, 27

I try to avoid wasting food as much I can but sometimes it is difficult to manage my fridge.

“

Consuming habits: • The People’s Supermarket

“Our vision is to create a commercially

sustainable, social enterprise that achieves its

growth and targets whilst operating within values

based on community development and cohesion.

Our intent is to offer an alternative food buying

network, by connecting an urban community with

the local farming community.”

The People’s Supermarket mission statement.

Joanna, 27

Design ToolsMAJOR PROJECT

Personality: • Sustainable and social awareness

• Not a digital person

Joanna, 27

Design ToolsMAJOR PROJECT

Personality: • Sustainable and social awareness

• Not a digital person

Joanna, 27

Design ToolsMAJOR PROJECT

Personality: • Sustainable and social awareness

• Not a digital person

Joanna, 27

Design ToolsMAJOR PROJECT

Gender: Occupation: Nationality: Lives in: Education: Family:

Male

Full-time job British

Parsons Green

MA Business

Wife and son

PersonasGoals:

• Do more sports

• Save more money

• Buy a new house

Frustrations:

• Have more time with his family.

• Have more time to cook for

himself and/or for friends.

Consuming habits:

Wasteful Sustainable

Unplanned Planned

Impulsive Focused

Digital Physical

Design ToolsMAJOR PROJECT Alex, 35

I lead a very busy life and don’t have the time to plan every meal.

“

Personality:

• Very organised

• Digital addict

• Social media active

• Enjoys discovering new apps

• Enjoys cooking

Alex, 35

Design ToolsMAJOR PROJECT

Alex, 35

Design ToolsMAJOR PROJECT

Consuming habits:

• Hellofresh

• Practical and simple

• Digital

Design ToolsMAJOR PROJECT

Consuming habits:

• Hellofresh

• Practical and simple

• Digital

Alex, 35

Design ToolsMAJOR PROJECT

Consuming habits:

• Hellofresh

• Practical and simple

• Digital

Alex, 35

Design ToolsMAJOR PROJECT

Consuming habits:

• Ocado.com

• Convenient

• Digital

Alex, 35

Design ToolsMAJOR PROJECT

Consuming habits:

• Ocado.com

• Convenient

• Digital

Alex, 35

Design ToolsMAJOR PROJECT

Consuming habits:

• Ocado.com

• Convenient

• Digital

Alex, 35

Thank You!Rodrigo Maia Product Designer

Mobile: UK +44 7596 487872 BR +5521 99165 5638 Website: rodrigo-maia.com