The Golden Apple- Reducing Food Waste in New York City by Monica Belot

Food Waste NYC Csr Campaign

The G lden Apple Corporate Social Responsibility Campaign

Carmen Badur Monica Belot Olivia Reynolds

PDGM 5120, Managing Creative Projects and Teams Elena Drobova Fall 2016

Table of Contents

Executive Summary ................................................................... The Opportunity ........................................................................ Design Intent .............................................................................. Discovery ................................................................................... Primary Research & Interviews ................................................ Key Findings & Insights .............................................................. Secondary Research & Inisghts ................................................ Personas ...................................................................................... Storyboard................................................................................... Journey Map .............................................................................. Brainstorm Workshop ................................................................ Synthesis ..................................................................................... Design Criteria ........................................................................... Concepts ..................................................................................... Assumptions ................................................................................ Prototyping & Findings............................................................... Prototyping Rationale ................................................................ Prototyping Testing & Findings .................................................. Final Proposal ............................................................................. The Golden Apple Sustainability Course ................................ Value Proposition ....................................................................... Business Model Canvas ............................................................. Financials .................................................................................... Launch Plan ................................................................................ Marketing ................................................................................... Stakeholder................................................................................. Conclusion .................................................................................. The Team & Roles ...................................................................... Reference & Appendix...............................................................

06 07 08 09 09 09 13 15 15 17 19 20 21 24 25 26 27 29 37 46 48 50 50 51 53 55 56 57 59

Exective Summary Project Overview: New York City faces numerous challenges in the enormous quantity, management, and reduction of its food waste. While methods exist for sustainable food waste practices, they are greatly underused among restaurants and other food businesses. Our project tackles these issues in ways that benefit food business owners, consumers and the environment. Opportunity: By leveraging factors such as community respect, high-traffic ratings sites, increased positive exposure and educational tools, we can educate and motivate food business owners to change their sustainable and socially responsible practices for the better.

Findings: Our research showed that there is a lack of awareness, motivation, or perceived accessibility on the part of food businesses to implement food waste reduction measures. Most prevalent was an indifference to food waste disposal, and a lack of knowledge on the ways to reduce food waste. Despite this, a growing number of consumers are concerned with, and care about the sustainable practices of businesses. Proposal: We will incentivize business owners to implement food waste reduction methods with an accolade system involving a series of benefits intended to maximize their commercial success. Business owners meeting sustainable criteria levels will be privvy to greater exposure to potential clientele, better ratings, higher sales potential, and increased customer loyalty. Business Case: Initiatives that align with issues consumers care about can have a highly positive impact on a businessâ&#x20AC;&#x2122;s success. Accolades are a great motivator for businesses to implement change, particularly when compared to passive government programs. Conclusion: Through our research, prototyping, interviews, consumer trend analyses, and comparison of similar successful programs, we believe that this certification system would greatly incentivize food business owners to implement or increase their food waste elimination practices. This will thereby ultimately lead to a greater reduction of the overall food waste produced by New York City.

The Opportunity 07

New York City sends 1.3 million tons of food waste to landfill every year. Half a million tons of the food waste per year comes from restaurants alone, which is enough to fill well over 100 subway cars per day. As a point of reference, the L-line fleet consists of roughly 8 cars per train.

Design Intent Our design intent was to generate a product, service or system that incentivizes food businesses to implement sustainable food waste practices. The goals were to... ...Convince owners that sustainable business practices can positively impact their business ...Educate owners on ways they can make their business more sustainable ...Provide recognition for a businessâ&#x20AC;&#x2122;s sustainability efforts to cultivate pride on the part of the business and its stakeholders ...Increase customer base and loyalty by attracting more consumers to sustainable food businesses With these goals in mind, we defined our scope as follows: ...Understand consumer values to attract them to businesses with similar values ...Understand underlying food business owner motivations in order to influence behavioral change ...Define which ways a food business can reduce waste and become more sustainable For our expected outcome... ...We hope to increase a businesses bottom line, while attracting and retaining more loyal customers ...We plan to create a positive system of recognition to incentivize and reward business owners for their environmentally positive impact ...We hope to educate the community on the negative impact of food waste, and ways to reduce it

Discovery

Primary Reserach & Interviews NYC is home to roughly 24,000 eating establishments, with more opening each year. These include restaurants, delis, cafes, and the like. If just 5% of New York City’s largest restaurants diverted half of their food waste from landfill, they would reduce the city’s total amount of landfilled food waste by 14%. Food waste is often further intensified when kitchens continue producing food throughout the day, despite lessening crowds and purchases later on in the day. Hot food waste poses a significant challenge- more so than other types of food waste, as it is thought to contain high levels of unsafe bacteria and is not accepted for food donations.

To gain a deeper understanding of how food businesses operate, we conducted eight interviews with food business establishments and consumers. The questions focused on food purchasing habits and

We were able to identify three key insights: 1. There is a lack of awareness or interest in ways to reduce food waste 2. Business owners feel food waste reduction methods are difficult or expensive to implement

3. Few businesses already implement zero waste strategies by repurposing food waste generated in the kitchen

the handling of leftover food. Because we wanted to identify the pain points and understand why businesses are not alreday pursuing more sustainable approaches, the data we aimed to receive was of qualitative nature and not quantitative.

“We’re not allowed to eat or take leftover food home. We have to throw it out.”- Employee, Pret a Manger “We donate all our food except for the prepared hot food at the end of the day, which we throw out.”- Employee, Pret a Manger “We stop preparing food at 4pm. Even if we run out of a certain product, we don’t refill it that day.”- Employee, Whole Foods “We discount baked products at the end of the day to incentivize clients to buy up remaining food, but throw out the prepared food.”- Manager, Breads Bakery

“I don’t know. We just throw it in the trash.”- Employee,

Pret a Manger

“We have virtually zero food waste. We even

reuse leftover pulp from juices by baking it into bread.” Hu Kitchen, Store Manager

“We have virtually zero food waste. We even reuse leftover pulp from juices by baking it into bread.” - Hu Kitchen, Store Manager

How many places do you pick up from per day?

On a typical day, our trucks make around 350 scheduled stops, and around 20 stops that were unscheduled call-ins How much of the food do you throw away per day?

We track on an annual basis; our waste percentage last fiscal year (when we rescued and delivered over 55 million pounds) was around 1% What type of food do you mainly throw away? Prepared foods?

In most cases, our waste consists of produce that has spoiled. Typically, we compost that produce What is done with frozen food?

We do not prepare frozen food for distribution Does City Harvest prepare it for distribution? Or give it out as is?

We have a team dedicated to allocating product each day based on agency capacity and need. Our food gets distributed free of charge to 500 agencies across the five boroughs. We also have programs like Fruit Bowl and Mobile Market that get food allocated to them as well What is the sorting process? Where does the sorting take place?

The only sorting we do is repacking bulk produce into smaller boxes of produce that are easier to distribute Is there an area/district that throws away more than the others?

N/A

How does your distribution channel work? (from pick up to distribution)

Food comes to us in two ways: from retail locations onto our trucks on regular routes, or from sources outside NYC on third party freight carriers into our warehouse. Food picked up on routes typically goes straight to an agency, while product in the warehouse gets allocated out over the course of a week. In certain cases, agencies can come pick up food directly from our warehouse, and in other case, we arrange for agencies to pick up directly from donors. Do you see opportunities to save on initial food waste when looking at what you receive? If yes, where?

The largest source of waste is consumer/household waste, which we do not reach through food rescue. In general, consumers pay too much attention to best by dates, which reflect quality but not necessarily food safety Do you have any suggestions on what to do with hot/prepared food that you can’t accept?

If we can’t accept it, it is likely due to food safety concerns, so I wouldn’t necessarily advise donating that food What do you do with the unaccepted food? How much unaccepted food do you receive weekly?

Q&A with City Harvest After our initial interview phase, we learned that a large number of food businesses donate their leftover food to a company called City Harvest.The company collects the food and “delivers it free of charge to 500 soup kitchens, food pantries and other community food programs across the five boroughs.” We made a questionnaire and contacted City Harvest via e-mail.

We do not accept food that we cannot distribute. If unsuitable food arrives at our warehouse, it will be rejected and turned away. If our drivers on local routes are presented with unsuitable food, they will not accept the donation Has City Harvest looked into composting options for “ineligible” food?

Yes, we currently compost produce that we cannot distribute Do you actively reach out to businesses to get them to donate?

Yes, we have a team that cultivates and maintains relationships with our local retail donors

Secondary Research

Why is the project important Because “up to 40 percent of food in the U.S. goes uneaten, according to the Natural Resources Defence Council. Some of the food is composted, but most of it winds up in landfills. In New York City, organic waste alone makes up around onethird of all waste generated by businesses, according to the city.” (Jul 21, 2016)

Why should we care 13

Because it’s actually quite easy and can be cost-effective for food business owners to implement waste-reduction initiatives within their businesses. New York City sends 4 million tons of waste to landfill every year. Almost 1/3 of that is food waste. New York City restaurants, in total, account for the largest single stream of food waste on the commercial side. They generate close to a half million tons of food waste per year – enough to fill well over 100 subway cars per day. If just 5% of New York City’s largest restaurants diverted from landfill half of the food waste they generate – by reducing it at source, donating what’s edible, and composting what’s not, for example – the city as a whole would reduce landfilled commercial food waste 14%. The amount of garbage produced in the US per day is twice as much as 30 years ago. Garbage is usually being sent off to landfills or is first burned in an incinerator and then dumped into a landfill. This procedure not only pollutes air, land, and water and change the climate, but burning garbage also releases toxins in the air and makes new super toxins like dioxin, which is considered to be the most toxic man-made substance known to science.

NYC’s Zero Waste Initiative “In 2013, compostable waste like food scraps, wood, yard trimmings, paper, and paperboard made up more than 61% of trash in the US, which amounts to more than 155 million tons of waste that went to the landfill instead of the compost pile.” New York City’s major has launched the Zero Waste Initiative to change the Department’s operations and New Yorkers’ habits to send no garbage to landfills by the year 2030 because “organic waste comprises almost one-third of the waste that the NYC Department of Sanitation collects.”

‘‘

Personas

”

Do more and use less

Goals

After our extensive interviews and secondray research, we were able to identify two personas, who helped us understand what the business owners and customers are striving for, what is most important to them, and what their current pain points are. We have created a small story to emphasize the business owners’aspirations and have added a persona-chart of our customer.

• Creating a sustainable, yet profitable food store • Drastically reducing food waste • Creating a common sense of waste awareness • Seeing people engage in food-waste reduction efforts

Frustrations

Once upon a December morning, in a store not far from here, there was a business owner called Jay. He has a penchant for sustainable solutions - as long as they can potentially generate income or do not negatively affect existing revenue streams. Jay wants to save and earn as much money as possible through his business. One day, he is at his deli, and he tries to find ways to earn more money while reducing costs in his food preparation and waste. Instead of believing that unused food is trash-ready at the end of the day, he discovers that there are multiple ways to reuse, sell off, donate, or compost existing food waste, with minimal time or effort. Suddenly, he finds that his implementation of these easy actions, while letting his customers know about his new sustainability initiatives increases his business, reduces costs, and gives him a great deal of moral satisfaction and pride. Today, he is able to make enough to cover college tuition for both of his children, and he realized that his actions have not only resulted in a greater profit and respect from the community, but also have a positive impact on the environment, and the combatting of stocking up on excessive food supply.

While we were able to outline these two distinct personas, we also felt that it would be important to understand and point out the business owner’s daily routine to visualize his emotional ups and downs to find a more suitable business solution for him. Also, we felt that it was important to understand more components of how a business operates and where other pain points might simmer thorugh. Hence, we have created a journey map not only for the business owner, but also for the employee because they have given us important inisghts into daily business operations.

Jay, 36 NYC Store manager

• Continue producing more food waste than necessary • Carelessness of consumers and producers • Existing solutions are not as tangible and widespread or too hard to implement without heavy financial losses

Bio

After working in multiple bakeries and pastry shops, Jay has realized that the way managers deal with food waste is ridiculous. They don’t seem to be empathetic towards all the resources they are uselessly throwing out every day, soley because they are mismanaging the shops. Also, they don’t seem to be understanding customer behavior either, as they also act carelessly when it comes to supposed food waste. Neither sides truly understand what waste really means, nor do they make an effort to change their behavior and approach. Of course, Jay also wants to earn money and see big revenue streams, but he simultaneously understands the importance of utilizing resources most efficiently, while also making a social impact both on the community and on the environment.

‘‘

”

I love to know that my eating habits don’t harm the environment. Goals

• Change habits to make a sustainable, personal impact • Know more about easy-to-implement solutions • Recruit and smooth the path for others to follow • Feeling tof being able to contribute to a lasting change

frustrations

• People pretending they are sustainable, when really they don’t care • No effort to change their habits • Own lack of possibilities that enable change of habits • Uninteresting solutions exist with no impact

Journey Map

The journey maps were good visual representations which helped us identify thekey pain points for both employees and business owners. These then served as a basis to pivot further and establish a key metric that would allow us tocreate the most effective change. It was important to us to consider both the employee and the business owner/manager.

01. Shop opens 02. Customers enter and buy food 03. Food shelves are continuously restocked 04. Lunch time 05. Food shelves are continuously restocked 06. Last customers come in to make final purchases

07. Food is divided into two categories: thrown-out food & donations 08. A City Harvest employee picks up two full bags of food 09. City Harvest leaves and the remaining hot food gets thrown out 10. The employee brings out the trash 11. The store manager adds up the dayâ&#x20AC;&#x2122;s profit 12. Store closes

Brainstorm Workshop

Areas of Opportunity

Workshop Our brainstorming workshop focused on the persona of the business owner, and the pain points we established during our journey mapping. Using these as a foundation, we asked participants to imagine a utopian atmosphere to reflect on how these pain points could be turned into extreme opportunities.

01. Increase education and awareness 02. Use bacteria to eliminate waste 03. Go back to farming communities (buy a cow) Create your own waste-free community (greenhouse, own garden, buy seeds, invest in land, learn to farm, grow food indoor, 04. Feed the homeless 05. Go back to basics (DIY, buy only basics) 06. Technology to produce just the right amount, collection, for processing waste 07. Reuse as energy 08. Ad campaigns 09. Partnerships 10. Incentives for business owners and consumers 11. Use as animal food 12. Compost

Synthesis 1. to increase awareness of food waste and ways to reduce it 2. to create new and promote existing food waste eliminating systems 3. to change existing industriesâ&#x20AC;&#x2122; behavior towrads food waste through education, design, or penalties

Awareness

technology

incentives

community

Design Criteria 21

Solution We considered our design criteria, the needs of the business stakeholders, opportunities identified, as well as the insights and ideas that emerged during the workshop. In doing so, we refined our ideas to generate three value-driven concepts. These concepts leveraged the needs we identified and the ways we could be most impactful.

22 Keeping our four areas of opportunity in mind, we created three concepts, which we tested in the next stage. We also determined our design criteria, which aided us in the next stage of solution-building.

Design Criteria Our new design must... ... ... ... ... ... ... ... ...

make people want to participate provide accessible options push awareness and education show benefits of redistribution and reducing of waste be implementable be cost effective be social and environmentally responsible promote available utilities

concept 1

concept 2

concept 3

Need/ Benefit

Food business owner wants to save and earn the maximum amount of money possible

There is a lack of awareness and indifference to food waste and its impact

These owners want to feel good about their business practices

This indifference and lack of awareness are leading to greater levels of environmental and social harm

Existing processes and tools are not “cutting it” for the significant reduction of food waste This can be due to: 1. Difficulty of use/implementation 2. Lack of community awareness/ interest Lack of scope 3. Accessibility

Approach

Work with Mayor’s office to implement penalties (I.e. British Model) and Rewards (I.e.Tax breaks)

Ad campaigns

Create collection methods for “MisFit” fruit and vegetables

Incentivize Businesses

Implement Feel-Good Campaigns (I.e. Community awards)

awareness campaign

Face to face initiatives Direct Mail Digital campaigns Unicorn works with partners to increase awareness in communities and schools

Educational Campaign

tool creation

Develop a Leftovers App Increase accessibility to composting and anaerobic-digestion facilities (App-connected truck) Create an “On-demand”machine

Partners

Government Entities Community

City Harvest Imperfect Produce Apps Organizations Kickstarter

Sponsors Government Entities Kickstarter Uber/Lyft/Via

Concepts

Prototyping & Findings Assumptions

Through prototyping, we tested our main assumptions to determine the feasibility and viability of our ideas. 25

26 By utilizing hands-on prototyping techniques, we tested the following main assumptions in class and via e-mail and interviews with businesses: 01. Can we track food business practices? 02. Will the APP be easy to use and provide relevant information? By conducting follow-up interviews with businesses, we were also able to test our remaining four assumptions: 01. Will we be able to incentivize businesses to participate with sustainability ratings? 02. Will business be willing to participate and pay for a rating service? 03. Will the businesses care about sustainability ratings? 04. Will we find collaboration partners, such as City Harvest?

We tested several ways to track an eating establishmentâ&#x20AC;&#x2122;s sustainability practices, and recognized that to best incentivize businesses to implement these practices would be to award their efforts, while making them visible to their communities. We established that a simple, yet sophisticated rating system would be a good way to motivate businesses and inform consumers interested in sustainability. Our testing sessions showed us that people were generally uninterested in downloading a mobile application based on the sustainability rating of food businesses. We pivoted and found a solution that would modify the app idea by using an integrated software embedded into search engines to display the rating in conjunction with Yelp and Google Ratings. This solution received broad consensus. Finally, the next step would be to formulate a set of criteria for our rating system and generate a way to add value for consumers.

Prototyping Rationale Our prototype will have to accomplish 3 goals: Educate, incentivize, and reward business owners Generate community awareness Grow and retain customer base

To accomplish these goals, we looked to several successful ratings and sustainability certification companies outside of our targeted industry, which have helped influence businesses and individuals. These were: 28

We drew several features from each of these certification models: • Award system with differing levels of criteria • Physical award pieces as a source of revenue (I.e. Plaques vs. Sticker Decal, etc) • Required Online course for each award level (which serves to educate) • An online business indexing guide • A print guide • Revenue based on a subscription model

Prototyping Testing 29

To validate our solution, we tested our concept with food business, potential customers, and partners like City Harvest to ensure that we included all relevant elements, and to establish that the value for all stakeholders was clear and compelling.

Findings Would you be interested in getting your business ranked?

Would you be more interested in participating with a gamification of the vetting system? social media openly keep it private

How would you like to share your participation scores?

Is the concept clear? Does it make sense to you?

The final testing and prototyping sprint was most crucial, because it proved that our concept would be viable and valuable to stakeholders. It showed us that businesses are not only willing to participate and pay, but also that consumers would be more likely to search for and frequent sustainable eating establishments, and that our potential partners would be interested in participating. In addition to the interviews, we backed up our findings with facts. We established that the highest and most important factor in the food recovery hierarchy is source reduction, which correlates perfectly with our original concept proposal. Also, NYCâ&#x20AC;&#x2122;s major has launched the Zero Waste Challenge and strives to eliminate 90% of food waste by 2030. Once again, this highlights the importance and relevance of our rating system concept.

Would you pay for it? 149$ annualy and <

yes in the future

Do you see the value for your business?

no 34

clear icons that show value celebrity endorsement registration and certification option where and how to sign up keep fees and benefits transparent

How can we improve it?

Do you think itâ&#x20AC;&#x2122;s a good idea?

â&#x20AC;&#x153;

The concept definitely makes sense and is a good one â&#x20AC;&#x201C; a rating system like this could be a nice incentive for businesses to operate more sustainably. city harvest

â&#x20AC;?

Final Proposal 37

The Golden Appleâ&#x20AC;&#x2122;s mission will be about inspiring food business owners to change or implement their practices to become more sustainable through a transparent award certification system. An increase in such sustainable businesses would ultimately connect consumers to businesses which share their values, and would ultimately help reduce food waste from NYC. The Golden Apple Certification is a â&#x20AC;&#x153;Zagat/B Corp-styleâ&#x20AC;? certification program that educates, inspires and recognizes food businesses for their sustainable practices and it specifically focuses on food business owners.

The Golden Apple Concept 39

The Golden Apple Concept How it Works

Businesses signing up for The Golden Apple Certification can meet three increasingly rigorous levels of sustainable criteria to receive a series of benefits. They must complete an online Golden Apple course, and are vetted by a Golden Apple representative to determine whether they meet the criteria below.

Criteria 41

Certificate (Base/Minimum Level) • • • •

A Sanitation Rating Separation of recycled materials, other trash and food waste No use of restricted materials in packaging (in Appendix, I.e. Styrofoam) Must complete “Golden Apple” Course

Silver Level • • • • •

All Certificate criteria plus: NYC Organics Collection Service Must Complete Compost Project Certification 25 Yearly Food Donation Pickups or Dropoffs Reducing buffet/prepared food prices prior to closing

Gold • • • • •

Certificate + Silver Criteria plus: Sustainable Packaging Donating 50+ times/year to city harvest Participation in Composting Program Reusing food scraps/waste

The Golden Apple Concept Benefits • Google Rating • Yelp Rating • Social Media Exposure (Facebook and Instagram)

Customer Value • Customers can locate businesses aligned with their core sustainability values

Business Value • Community respect • Increased customer base • Pride in recognition and helping the environment

Key Partners • • • • • • • •

City Harvest Bowery Mission Food Bank NYC Rescuing Leftover Cuisine Yelp Google Facebook Instagram

The Golden Apple Sustainability Course Pacman

The Golden Apple Course is a mandatory training each certified restaurant has to complete. All employees and the owner himself have to complete this course once a month to be continuously trained on sustainability issues regarding food businesses.

Rules

The training is a tournament-like game. Players have to correctly answer the questions to receive points for each level. Each posed question is followed by a pop-up window, providing further information about the topic at hand. There are eight levels for each tournament. The business with the highest overall score wins and will be exclusively covered on our website. At the end of each year, the highest-ranked business will be featured on the successful food blog of Jessie Snyder and will also have the opportunity to cook and chat with the renowned Chef John Mooney.

Topics • • • • • • • •

Waste reduction methods How to keep A Sanitation rating How to properly separate waste Restricted material list Composting Questions about Golden Apple Current topics on sustainability related to food business operations Updates on sustainability innovations

Value Proposition Restaurants

• Exposure; ratings that will attract more customers and result in higher revenues; creating a positive environmental impact; business is operating more resourceful; increase longevity of business; image boost 47

Hotels

• In-house restaurants will be promoted; same benefits as restaurants; will eventually lead to sustainable rating systems for hotels (pioneer advantage)

Key Partners

• Larger client-base; new client-base; new markets; higher revenue streams; exposure; image boost

Golden Apple

•Creating lasting change; disrupting existing structures; creating more sustainable modes of operation; early adopter advantages in sustainable certification models

The G lden Apple Business Model Canvas Key partners

KEY ACTIVITIES

City Harvest

Embedded software and website as the Certification system for food businesses mainstay Motivate and encourage NYC busiThe Golden Apple education course on nesses to reduce their food waste food waste reduction methods Help develop a habit Partnership with City Harvest

Local NYC food businesses Hotels Small waste pick-up services who pick up food waste under 50lbs

Certification and Vetting/Monitoring

key resources Website and IP

Pacman game as educational platform Printing/production company for decals/stickers/guide Sales Force and Certifying Agents

value propositionS

Ripple effect: become the leader; others will follow Proper education on sustainable business approaches for employees Reliable sustainable restaurant guide

Revenue

CUSTOMER RELATIONSHIPS

customer segments

Personal

All Local NYC food businesses (fast food restuarants are excluded) that meet our criteria

Community

• Subscription fee ($149/year) • Ad Placement (Guide, Golden Apple Site Index) • Certification Materials (choice of plaque, decal, etc)

Hotels Locals

Increase sustainable awareness Long-term environmental benefits

Financials

channels Website & software - online Social Media Campaign (Nominate a sustainable business) Influencers / Partners Street Campaign / Direct Mail / Guide Disribution / E-Mail blast Face to face

cost structure

revenue streams

Development, sales, and promotion Set-up and maintenance fees Salaries & andvertisement Staff: programmer, printing/production company, 3 employees, promoters

Annual Membership Subscription Fee Ad/Primary Placement on Site Ad/Primary Placement on Guide Certification Materials

Tourists

Costs • • • • • • • •

Website Development Domain Search Engine Optimization (SEO) Promotional / Marketing Materials Print Guide Administrative Vetting Agents / Salaries Travel to Eating Astablishments for Meetings

Launch Plan After acquiring all necessary funding, we will partner with 150 established restaurants in NYC within our first year of operation. Our key partner is City Harvest who will support us in securing partners, especially in the initial stage. In our second year, we will strengthen our market position by collaborating with the renowned sustainable Chef John Mooney, Food Blogger Jessie Snyder and the restaurants Founding Farmers, Woodberry Kitchen, and Bell Book and Candle who are all pioneers in their sustainability efforts.

Pre-Launch Activities

Conduct pilot testing Explore regulatory or compliance requirements Develop a marketing roadmap Build a story – corporate/product narrative Develop a content calendar Make social media pages and guide Register for relevant trade shows Run a demo for internal training and prospective customers Publish preliminary results from pilot Create customer contracts Establish service policies Finalize pricing strategy Know how your price compares to competitors Set revenue targets Set sales outreach plan Develop sales training materials Share guides with team Inform your launch team of roles and activities Plan launch event for customers Plan launch event for team

Sales/Channel Launch Readiness

Craft an email list and message for launch day Review CRM for new leads/customer readiness Proof and edit website pages and content Place advertising Write and distribute press release(s) Follow opinion leaders on social media Train sales and channel partners

Launch Day

Send out welcoming, excited launch message Go live with website

Host event or speaking engagement Initial blog post Post frequently on social media Listen, monitor, and respond online Ask influencers to help spread the word Write personal notes to your first customer Post Launch Follow-Up

Post Launch

Take in customer feedback – are there any immediate product changes needed? Use metrics to compare results with objectives Update audience with how launch went Plan future content based off launch experience Review budget Evaluate launch meeting with team to review what worked/didn’t Reward your team – celebrate! Start thinking about your next launch – is there anything you missed from this list or could add?

Expansion

Adapt idea worldwide and to other industries Compile pitch Draft company mission statement Make a SWOT analysis Define goals Track KPI’s Target customers (fashion, design, health, energy, transportation, and manufacturing) Make industry analyses Make competitive analyses and advantages Marketing Plan & Financial Projections

Marketing Face to Face with Key Partners • Identify key businesses to become leaders or champions of the program Email Blast • Target businesses enticing them to join the program • Target consumers informing them of the certification and guide

Print Guide Distribution • Placement of visually compelling print guide in hotels, touristic and other businesses Direct Mail • Target businesses without email or unresponsive to email Street Campaign • “Golden Apple” Graffiti (with hashtag) Influencers/Partners • Reach out to influencers in the food business or sustainability sector for cross-promotion Social Media Campaign • “Nominate your favorite sustainable food business” hashtag campaign Partner Promotion • City Harvest, NYC.gov and other partners to promote via their channels Press Release • Generate media interest, targeting major publications with program information

Stakeholder Map

Conclusion With a greater number of consumers showing an interest and awareness of sustainability issues, businesses are facing both a unique challenge and opportunity to align themselves with this large potential customer base. There are an estimated number of 24,000 eating establishments in New York City. This presents a highly competitive landscape for food businesses aiming to claim a greater share of the client â&#x20AC;&#x153;pieâ&#x20AC;? in a city of over 8 million residents.

eaters/ Consumers

print guide distributers

food businesses

certification vetting partnes

ratings/ search engines

Yet there is a way. Through our research and interviews focusing on the problem of food waste in New York City, we identified a high demand from consumers for businesses with environmentally sustainable practices. Consumers are far more likely to be influenced and attracted to businesses addressing key sustainability factors. (Nielsen) The Golden Apple Certification system will help eating establishments rise above the competition, by providing a standard for sustainability practices in food businesses. The certification platform aims to educate and incentive these food business to become more environmentally sustainable by recognizing their efforts, and promoting them to a large pool of potential clients. Ultimately, everyone wins: the business, the consumer and the environment.

Team & Roles Monica Belot is an NYC-based advertising and marketing professional whose experience ranges from international branding and marketing to advertising and business development. Role: Strategic Planner, Creative Ideator, and Editor

Carmen Badur is a Product and Branding Designer with an aim to create purposeful solutions for companies, industries, and societies. She is passionate about smart and desirable products and services with high usability. Role:Creative Director, Manager, and Strategist

Olivia Reynolds is a Creative Director with a passion for culturally inspired innovation. Her designs incorporate and embrace her extensive exposure to diverse cultures. Role: Art Director, Coordinator, and Executor

Thank You

References

Pages 7 & 13 http://www1.nyc.gov/assets/dsny/zerowaste/businesses.shtml https://www.cityharvest.org/ http://www1.nyc.gov/assets/sustainability/downloads/pdf/publications/New%20York%20 Cityâ&#x20AC;&#x2122;s%20Roadmap%20to%2080%20x%2050_20160926_FOR%20WEB.pdf http://storyofstuff.org/movies/story-of-stuff/ http://storyofstuff.org/blog/pashon-murray/ http://www1.nyc.gov/assets/dsny/zerowaste/residents/food-scraps-and-yard-waste.shtml http://www1.nyc.gov/html/onenyc/visions/sustainability/goal-2-sustain.html http://www.nyc.gov/html/dep/html/environmental_education/newtown_digesters.shtml http://www.toogood-towaste.co.uk/ http://www.economist.com/news/21589122-massachusetts-leading-way-recycling-organicwaste-waste-not-want-not http://www.imperfectproduce.com/#ugly-produce-delivered http://www.fareshare.org.uk/regional-centres/london/ http://misfitjuicery.co/ (http://www.nyc.gov/html/sbs/downloads/pdf/neighborhood_development/nddblog/ FWC_overview.pdf) Page 41 http://www.dinegreen.com/certification-standards?contract=show Page 52 Launchsolutions.com http://www.forbes.com/sites/davelavinsky/2013/10/18/strategic-plan-template-what-toinclude/2/#7dad4fa53b55 http://faring-well.com Pages 1-57 Pexels.com Behance.com Google Images

Managing Creative Teams // Research // Interview I Research Question: How can we reduce food waste in NYC? Why is there so much waste? Who produces the most waste? What do people do with the waste? Is there a way to avoid waste completely? What do we want to find out during the interview? We want to identify existing solutions/strategies and understand pain points. Where will we interview? 01. Markets 02. Whole Foods 03. Corner Deli 04. Pret a Manger When will we conduct the interviews? Tuesday, September 27th and Thursday, September 29th, 2016. Who is our Research/Target Group? Deli Owners Deli Employees Off-loaders Shoppers

Appendix

How do we want to interview them and keep record? It will be an Easy-going first interview to get a basic understanding for the topic and its issues and chances. We will take notes and pictures and will try to record our talks. Interview Questions: 01. How much food waste do you currently produce daily/weekly? 02. Whatâ&#x20AC;&#x2122;s the main reason food is wasted? (Expired, overpurchased, etc) 03. Do you know which days have the most waste? 04. What do you do with the food waste? 05. What planning is in place to eliminate waste? 06. Do you feel guilty about the waste you produce? 07. Do you enforce waste reduction in your shop/household? 08. Can you explain your shopping habit? (Do you shop for the entire week? Do you buy certain items in certain shops? Is there a routine you follow?) 09. Is there a financial concern involved in reducing food waste? 10. Is there a proposed action you think you can take to reduce food waste? Interview Responses Wholefoods Andy fresh food department Meat send t kitchen Expired goods to kitchen If itâ&#x20AC;&#x2122;s broken kitchen can use it for prep Prep to cut fruit You eat it yourselves staff kitchen for all staff to eat Expired scan as loss and throw it out 5% Ramon buffet department Company policy to throw it out 8pm no more ordering food 3 Days fresh salad tuna etc

Ample yes Can’t take food home No scale; No price reduction at night Valent and Cook Open 24/7 Don’t really throw out But if they do have expired or bad food then they throw it out Weird owner seems to be hiding something Not really transparent Food is not priced I wouldn’t buy anything that is not priced Expiration date (Olivia) Hu Kitchen Sell through a lot Utilize it to reuse it utilize in different ingredients Zero waste Portion it to not throw anything out Salads sometimes need to be thrown out Expiration as samples Local foods Vision derived from health issues of manager

Pret a Manger Donate food at the end of the day Email department or pret a manger Give away food to an organization that distributes it to homeless people They don’t reproduce after 4pm, they close at 11pm They can’t give away warm food because of bacteria Employees are not allowed to take leftovers home Employees are entitled to only 1 meal per day Breads Bakery They give leftovers to a company called city harvest they distribute to homeless Last 2h they Discount bread to 4$, pastries depends on if they feel they can still sell it Food waste depends on traffic (average of two bags) Corner Deli don’t throw out too much because fresh fruit and vegetables are cooled extremely well lots of waste produced by packaging only food waste we have is fresh fruit we only order once we’re running out it’s not too important to us to always be stocked on specific items (it’s ok to not carry something, but instead a replacement) we also order on-demand Single Household Emily buy products for the week sometimes fresh food doesn’t last that long (spring onions or cilantro) throw out left-overs tend to cook too much if I cook usually snack more than I cook way too much packaging, probably makes up most of my trash Things to think about: Who really produces the most waste and why? Cradle-to-Cradle Upcycling Circularity (Big Pivot Reading)

Interview Questions: 01. How much food waste do you currently produce daily/weekly? 02. What’s the main reason food is wasted? (Expired, overpurchased, etc) 03. Do you know which days have the most waste? 04. What do you do with the food waste? 05. What planning is in place to eliminate waste? 06. Do you feel guilty about the waste you produce? 07. Do you enforce waste reduction in your shop/household? 08. Can you explain your shopping habit? (Do you shop for the entire week? Do you buy certain items in certain shops? Is there a routine you follow?) 09. Is there a financial concern involved in reducing food waste? 10. Is there a proposed action you think you can take to reduce food waste?

Answers from the questions sent to Eric Himmelfarb Assistant Manager at City Harvest

1 – On a typical day, our trucks make around 350 scheduled stops, and around 20 stops that were unscheduled call-ins. 2 – We track on an annual basis; our waste percentage last fiscal year (when we rescued and delivered over 55 million pounds) was around 1%. 3 – In most cases, our waste consists of produce that has spoiled. Typically, we compost that produce. 4 – We do not prepare frozen food for distribution. 5 – We have a team dedicated to allocating product each day based on agency capacity and need. Our food gets distributed free of charge to 500 agencies across the five boroughs. We also have programs – Fruit Bowl and Mobile Market – that get food allocated to them as well. 6 – The only sorting we do is repacking bulk produce into smaller boxes of produce that are easier to distribute. 7 – N/A 8 – Food comes to us in two ways: from retail locations onto our trucks on regular routes, or from sources outside NYC on third party freight carriers into our warehouse. Food picked up on routes typically goes straight to an agency, while product in the warehouse gets allocated out over the course of a week. In certain cases, agencies can come pick up food directly from our warehouse, and in other case, we arrange for agencies to pick up directly from donors. 9 – The largest source of waste is consumer/household waste, which we do not reach through food rescue. In general, consumers pay too much attention to best by dates, which reflect quality but not necessarily food safety. 10 – If we can’t accept it, it is likely due to food safety concerns, so I wouldn’t necessarily advise donating that food. 11 – We do not accept food that we cannot distribute. If unsuitable food arrives at our warehouse, it will be rejected and turned away. If our drivers on local routes are presented with unsuitable food, they will not accept the donation. 12 – Yes, we currently compost produce that we cannot distribute. 13 – Yes, we have a team that cultivates and maintains relationships with our local retail donors. Key Takeaways Largest contributors to food waste is consumers There could be an opportunity to collect consumer waste Frozen foods and warm foods distribution or discounted selling opportunity

Response NYC Major’s Office // Interviews

Interviews II & Concept Evolvement

I apologize for the delay in responding to your request. Thank you for your interest in NYC’s programs for composting and collecting organics. Organic waste accounts for almost 30% of all refuse generated in New York City. This includes yard waste, food scraps, compostable paper (napkins, paper plates, etc.), and other materials suitable for industrial-scale composting.

A “Zagat-style” rating program that vets food businesses on their sustainable food waste practices. Businesses meeting the sustainable waste elimination criteria are given the “Golden Apple” badge and a series of other benefits. The rewards system will be available to all businesses signing up for a yearly subscription and they will receive added value, as they will be linked not only to our website, but to platforms, such as Yelp and Instagram. A software will embed the businesses into search engines, enabling faster hits.

Operating an organics collection program can help NYC reduce millions of dollars in landfill disposal costs, achieve our recycling goals, and reduce pests by storing food waste in special rodent-resistant bins. NYC turns organic waste into renewable energy or compost, which can be used to fertilize gardens, parks, and street trees. Because of this, the NYC City Council passed a law requiring DSNY to test organics collection through these pilots. We are carefully monitoring participation and the tonnage diverted from our waste stream.

Criteria: 1. Businesses must 2. Donate 50 times/year to City Harvest 3. Have an “A” Sanitation Rating 4. Not use Materials from restricted materials list (I.e. Styrofoam) 5. Pass an online “Golden Apple” Sustainable Waste Methods Course

In addition, the NYC Compost Project, funded by DSNY since 1993 and hosted at the City’s four botanic gardens and other sites in all five boroughs (counties) of NYC, continues to provide education, outreach, and technical support to help residents, institutions, and agencies compost on site. • Comprehensive information on NYC’s Organics Collection pilot programs is posted on our website at www.nyc.gov/organics.

Benefits: Google Rating Yelp Rating Window Badge/Decal Site Indexing Placement

• You’ll find a wealth of resources for research at http://on.nyc.gov/DSNY-reports, including the Organics Collection Pilot Program Report, where you will find more detailed information and diversion statistics. Please understand we are a government agency funded by New York City taxpayers, and we do not have enough staff to be able to work closely with students on research projects. We invite you to review our website and reports carefully to find if we’ve already answered any questions you may have. If you find you do have questions that are not addressed on this comprehensive website, please prepare a brief list of your specific questions and reply so that I can route them to the proper person here who might be able to help locate this additional information about our programs. For complete information on how to recycle more and waste less in NYC: www.nyc.gov/zerowaste. Thank you for contacting us. We hope this information is helpful. If you have additional questions after reading these webpages, please reply to this email. Joan Byrnes - Communications Coordinator, Zero Waste Communications - NYC Department of Sanitation - Recycling and Sustainability w: www.nyc.gov/zerowaste

Interviews in-person - Cherie Bustamante, 36. Mother, Resident of Bushwick, Founder of Fog & Apple PR Agency - Does not correlate quality of food with sustainable rating - Would be more inclined to go to a “Golden Apple” certified business because it’s more in line with her values - Lives in a part of Bushwick where healthy restos are not as common (i.e. rice and beans, taco type places) - Would use this guide/certification to find a resto that is most likely a healthier, better option in her area - Marybeth Shaw, Chief Creative Officer, Wolf-Gordon. - Husband is one of the Founders of LEED Certification (similar program) - Bio: http://www.wolfgordon.com/about/design/index.html (Might be good to put her pic up like the other group?) - Loved the idea, said branding, design of site, logo, certification was most important, as well as establishing levels of criteria (certified, silver, gold) - Confirmed success of subscription service, also suggested profit through sales of “award” materials (plaque, decals, etc) - Importance of alignment with key (famous, reputable) players/restos, partners - Manger, Le Grainne Cafe - Metal, glass and plastic recycling is mandatory (must be separated out) - Food waste can go with other garbage - Business owner might be open to it if she sees the value Businesses we interviewed: Balthazaar Le Grainne Soho House The Butcher’s Daughter Hu’s Kitchen Pret E-Mail Blast Questions and Responses 1. Would you be interested in getting your business ranked? 4 out of 7 said they’d be interested. 2. Would you be more interested in participating with a gamification of the vetting system? 6 out of 7 said they’d be more interested.

3. How would you like to share your participation scores? 4 out of 7 said through social media. 6 out of 7 said openly. 1 out of 7 said they’d like to keep it private.

Benefits: Google Rating Yelp Rating Window Badge/Decal Site Indexing Placement

4. Is the concept clear? Does it make sense to you? 4 out of 7 said yes, it’s clear and makes sense.

Execution Gamification Celebrity Endorsement Transparent fee and benefit model through level charts Set up calendar and deadlines Registration Fee (“Application”) Certification Fee Make sure that not everyone can be admitted (must fulfill requirements)

5. Would you pay for it? 6 out of 7 said yes. 6. How much would you pay for it? The cumulative average is 149$ annually but they all agreed they’d pay more once the label is established and known. 7. Do you see the value for your business? 2 out of 7 said no. 3 out of 7 said they could see the value once the “label” is established. 2 out of 7 said yes.

Revenue Registration Fee Subscription (Certification) Fee Ad Placement/revenue (Guide, Site Index) Certification Materials Mandatory waste separation

8. How can we improve it? Good and clear icons that show value. Use celebrity endorsement Set up registration and certification option. Make sure businesses know where and how to sign up. Be sure to keep fees and benefits transparent. 9. Do you think it’s a good idea? 7 out of 7 said yes.

70 Concept after Interviews A “Zagat-style” rating program that vets food businesses on their sustainable food waste practices. Businesses meeting the sustainable waste elimination criteria are given the “Golden Apple” badge and a series of other benefits. The rewards system will be available to all businesses signing up for a yearly subscription and they will receive added value, as they will be linked not only to our website, but to platforms, such as Yelp and Instagram. A software will embed the businesses into search engines, such as Google and we are planning on marketing the rating system through celebrity endorsement. Certificate (Base/Minimum Level) · A Rating · Recycling Waste/separating (is food waste separation mandatory?) · No (Styrofoam) · Separate food waste b& all other · No separate plastic/glass · Course Silver · All certificate + · Reusing food scraps/waste Gold · Composting · Packaging · Donating 50+ times/year to city harvest Businesses must requirements 1. Donate 50 times/year to City Harvest 2. Have an “A” Sanitation Rating 3. Not use Materials from restricted materials list (I.e. Styrofoam) 4. Pass an online “Golden Apple” Sustainable Waste Methods Course

City Harvest // Prototyping 2.0

Design Brief

Hi Carmen,

Project Description Explore ways to eliminate or reduce food waste in NYC, and help/motivate businesses and individuals to implement these methods.

Sorry for the delay and I hope you had a nice holiday.

Intent/Scope Team Unicorn will work to understand the problem of food waste in NYC, at both a corporate/business and individual level. They will identify the patterns and origins of waste, examine high and minimum waste-producers, and research waste-reduction methods in order to see which waste-management methods are most effective and where they can be effectively applied.

The concept definitely makes sense and is a good one – a rating system like this could be a nice incentive for businesses to operate more sustainably. It would be worth looking into the NYC Department of Sanitation’s plans to look for overlap. Businesses will likely be pushed in that direction already by that program. Not sure if or how that could affect participation, but it’s worth looking into. The value for City Harvest is clear, since it would compel businesses to donate as part of the rating system. One technical hurdle is that we have a 50 lb. minimum for pickups. It’s not necessarily the case that all businesses you would look to work with would consistently have that much excess for us to rescue, though if they have storage room they could theoretically store their excess each day for a weekly pickup to ensure it was above the minimum. Unless you’re looking to reach out to bigger businesses, supermarkets, etc., then this is something to consider.

Constraints · Business or individual willingness to apply recommended solutions (behavioral modification) · Availability/feasibility of waste-reduction methods · Applicability of methods within existing infrastructures (including cost considerations) Target Users · Businesses ranging from small corner delis to mid-size franchises, bakeries to large grocery stores · Shoppers and Consumers from ages 18-65

It’s hard to say if the businesses we work with would participate, since it is such a wide range of businesses across the food system spectrum here in NYC.

Exploration Questions · How much waste is produced and by whom? · How do some businesses successfully eliminate food waste? · What are some ways to get consumers and businesses to reduce their waste habits? · What can be done with existing waste? · How can businesses eliminate waste without compromising profit?

I hope this helps, and please let me know how this project progresses. Best, Eric Eric Himmelfarb Assistant Manager, Food Sourcing

Research Plan · Team Unicorn will interview businesses and consumers to narrow down and target several categories of waste producers. We will explore ways to reduce waste or sustainably deal with existing waste for these producers. Expected Outcomes 1. Businesses in the NYC area will be motivated to implement waste-reduction practices 2. Waste-reduction practices will actually help increase business profit margins 3. Build and expand upon ways to sustainably manage existing waste Success Metrics · Were we able to successfully “convert” targeted businesses to waste-reducing practices? · Do these waste-reduction methods have a significant impact? · Did we grow availability of existing waste-management methods? · Were we able to increase the profit margins of businesses by implementing these practices?

Secondary Reserach Source: YouTube Story of Stuff (2007, Official Version) Materials economy 4.5 lbs garbage a day in US (twice as much as 30 years ago) Landfill (big hole in ground) or first burned in incinerator and then dumped into landfill Pollute air, land, and water and change the climate Burning garbage releases toxins in the air and makes new super toxins like dioxin

One New York Initiative http://www1.nyc.gov/html/onenyc/visions/sustainability/goal-2-sustain.html

Dioxin: most toxic man-made substance known to science (incinerator are the number one source of dioxin)

“Every week, the average New Yorker throws out nearly 15 pounds of waste at home and another nine pounds of waste at work and in commercial establishments. A complex system collects, transports, and disposes more than 6 million tons of waste annually -- but this system has an enormous impact on our neighborhoods, our environment, and our economy.”

Recycling: reduces garbage and should be done, but it will never be enough because 1. Waste coming out of our houses is just tip of iceberg (for every one garbage can we roll to the curb, 70 garbage cans of waste to produce these items we’re throwing out), so even if we could recycle 100% of our household garbage, it doesn’t get to the core of the problems 2. Much of the garbage can’t be recycled: either because it contains too many toxins or because it’s designed not to be recycible in the first place (e.g. juice bags: layers of paper and metal and plastic - you can never recycle those for true recycling)

The Newtown Creek Digester Eggs (http://www.nyc.gov/html/dep/html/environmental_education/newtown_digesters.shtml) Blending form and function (using light and illumination at night)

Old school of mindset of throwing things out needs to be replaced

“This natural process converts much of the sludge into water, carbon dioxide and methane gas, leaving what is called “digested sludge.” This material, in turn, is dewatered to form a cake, which, after additional processing, can be used as fertilizer.”

http://storyofstuff.org/blog/pashon-murray/ Detroit Dirt (http://detroitdirt.org/) “In 2013, ompostable waste like food scraps, wood, yard trimmings, paper, and paperboard made up more than 61% of trash in the US, which amounts to more than 155 million tons of waste that went to the landfill instead of the compost pile.” “When all of this perfectly good compostable material is put in landfills, it generates a whole lot of a whole lot of methane gas, which is significantly worse for the atmosphere than carbon dioxide.” “Local compost used by local farmers growing local food eaten by local consumers building a local economy.” Detroit Dirt (http://detroitdirt.org/) “By advocating the community garden concept, we see that we can lower transportation costs. Reduce the environmental footprint. Create business. Develop neighborhoods. Install a long-lost pride.” http://www1.nyc.gov/assets/dsny/zerowaste/residents/food-scraps-and-yard-waste.shtml “(...)organic waste comprise almost one-third of the waste that the NYC Department of Sanitation collects” “The NYC Department of Sanitation is moving New York City toward zero waste – meaning we are changing the Department’s operations and New Yorkers’ habits to send no garbage to landfills by the year 2030. One way we will achieve this is by making it easy to keep organics from being treated by garbage, and by 2018 DSNY will provide this citywide through a combination of curbside collection and convenient drop-off locations. Sharing a bin allows others to easily recycle their food waste now, as NYC Organics continues to expand. This is part of Mayor Bill de Blasio’s OneNYC plan to make New York the most sustainable big city in the world” Share my bin! is beginning in select Brooklyn neighborhoods. Residents of Cobble Hill, Boerum Hill, and Park Slope – where DSNY currently provides curbside organics collection – can volunteer to be a host, sharing their bin with neighbors. Check out the map below to see if you’re in the pilot area!

Our Rules of Conduct

Brainstorming Preparation 1. Prepare (roles: moderator/scribe; activities, environment, prompts) 2. Make it immersive and fun 3. Know what do you want to get out of it 4. Guide the discussion 5. Capture everything 6. Comfort is key 7. Don’t judge 8. Crazy is good 9. Proper closure (Recap themes, rank best ideas, provide a sense of accomplishment)

Communication

... What’s App We communicate through What’s App or in person. We always voice our opinion and communicate on a very open & honest level. It is OK to be offline every now and then, but if it will be for a longer period of time, we give notice

Meetings

Our meetings are very informal & positive, always full of humor. We value honest feedback & criticism is also accepted and appreciated. We don’t fuss over small things (prioritize). If we feel like something is important, we say it. We formulate key points that need to be solved (set goals).

30-minute Brainstorming Session General brainstorm rules no criticism allowed make sure it’s never a personal attack find rules for critique, use positive terms I like this part, but this one could be… facilitators job to keep the peace large quantity of ideas wanted! But: generate good ideas

Decision-Making

We decide things upon mutual agreement, discussion & prioritizing. Different viewpoints are being addressed by talking about them and coming to a consensus. We try to find the middle ground, while considering each others feelings and opinions. However, we do also challenge each other, as we feel that challenges lead to greater output.

What do we want to get out of it? Find ideas on how to actively engage consumers in food waste reduction What tools can be utilized to implement into current scope?

Delegate Work & Manage Projects

We decide through volunteering and shifting positions (skills). We give feedback through show & tell & discuss. Then we improve our work. We are constantly communicating through What’s App or in school. We use Google Drive and Mail to share documents and keep everyone informed. We deal with problems through improvising and adapting to the situation at hand. We pivot, readjust, and are very understanding & supportive.

Learnings & Areas of Opportunities To increase awareness of food waste and ways to reduce or eliminate it To create new and promote existing food waste eliminate systems To change existing industries behavior’s, towards food waste through education, design or penalties

PROTOTYPING

CONCEPT

MAGAZINE

PITCH

Test Concept with City Harvest (C)

Finalize concept (all)

Make a list of what needs to be in the magazine (O)

Outline and Layout Pitch (O)

Implement last prototype changes (M)

Approve concept (all)

Research and save high quality food pictures (M+C)

Use pictures of magazine (O)

E-Mail City Harvest as follow-up after presentation (all)

Approve logo (all)

Make sure to keep references of used food pictures (M+C)

Paste URL onto each slide that uses a picture from www (O)

Upload Apple Logo to Drive (C)

Visualize concept with 5-7 images (C+O)

Make a reference list of all used sources (O)

Shorten presentation slides / covert presentation into pitch (O)

Adjust all deliverables content to current concept (C+M)

Adjust all deliverables content to current concept (M+C)

(Integrate all changes into presentation) (O+M)

Review wording of concept (M)

Write up text of magazine content (C)

Review presentation slides (all)

Do layout of magazine (C)

Make final adjustments to presentation (O)

Check Print PDF: order, color proof, pictures blurry (C)

Divide presentation slides among presenters (all)

Print magazine 3x (online thorugh Blurbb) (C+O)

Practice presentation (all)

Save magazine for ePub: no more than 100MB (C)

Upload Pitch to GD (O)

Save magazine to online magazine ISSUU (C)

Save presentation to USB as backup (M)

Look up copy shops for binding options (O)

Present :) (all)

Check duration of binding (O)

send pictures of yourself to Olivia by Friday December 2nd (C+M)

Go to shop/send out to bind on December 5th (O) Pick up/receive magazines on December 13th (O)

Reward Yourself