Joseph E Lara
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WWII Navy food waste ad.
the fresh approach f
resh. is a public service campaign endorsing a new standardized date labeling for marketed food. Under this unified system the label indicates a products’ peak date of safety, not quality. More importantly, fresh. emphasizes proper storage procedures in order to reduce food spoilage and ultimately scale down societal food waste. Furthermore, fresh. uses a series of engaging, illustrative posters to educate consumers on the new labeling system. The hope is to tackle our unsustainable and harmful relationship with food waste and dramatically reduce it through a uniform date labeling system that prioritizes consumer concern about an item’s freshness.1 The target audience is New York City commuters who would encounter the posters as subway advertisements. However, the hope is for fresh. to be adopted on a federal level. Through this universal system I aim to abolish the current confusing labeling system, re-establish trust between consumers and producers, and inspire the general public to embrace more sustainable consumption habits.
Background
I
grew up in Ecuador, a poverty-stricken nation where many inhabitants do not have reliable access to nutrition. Food waste is an intimately personal issue to me since a segment of my family members do not have daily access to food. Seeing how people carelessly waste food in New York City drives me insane. While working in the food industry I witnessed countless instances where good food was discarded
because it did not meet certain ideas about freshness. A lack of federal standardization in dating labels has contributed to high trends in food waste, prompting public concern. More recently there has been a growing awareness in some consumers, as people start to wonder about the origin of their food’s cultivation. This push is reflected in the organic and cage-free movements. I would like to influence and motivate a more active relationship between consumers and food, focusing on reducing waste.
Why fresh.?
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he fresh. campaign plays an invaluable role in combating the immense issue of food waste. Food production in the United States comprises 10% of the nation’s annual energy budget, consumes 80% of our fresh water, and uses 50% of our land. Yet from the farm to plate or pantry, over 40% of food is discarded. A leading reason for this is the confusion with marketed products’ date labels. Issues with food labeling and consumer confusion began around 1950s in developed nations. The growing numbers of urban and suburban citizens, increasingly distanced from the production process, became concerned about the quality and freshness of their food. Due to a lack of legislation regulating food marketing, businesses met consumers’ demands by individually applying dating systems to their own products.2 The primary purpose of labeling is to indicate a product’s freshness, however inconsistency in labeling across states obscures 1
the meaning. Instead, many consumers believe the date indicates a product’s date of expiration. As a result, the average American family throws out 25% of the food and beverages they purchase.3 Our broken dating system allows much consumable organic nutrients to end up as waste in landfills, where it decomposes and emits the powerful greenhouse gases nitrous oxide and methane. Along with carbon dioxide, food waste adds 3.3 megaton of toxic gases, contributing to climate change.4 Food waste is especially visible in an urban region like New York City, where food is perceived as an abundantly available commodity. This mindset leads the average citizen to carelessly throw away unwanted or unappealing food. Meanwhile, between 1.3 to 1.4 million New Yorkers struggle with food insecurity on a daily basis.5 The fresh.campaign aims to educate on the nature of food decay and preservation. By establishing a clear vocabulary, the standard model for food dating focuses on empowering the consumer. fresh. will provide transparency in the shopping process, helping to re-establish trust between consumers and producers.6
Labels
f
resh. implements color-coded labels to categorize food by storage environment and rate of perishability. By removing the quality-based “best before” labels and replacing them with a label that fosters untderstanding about the nature of food decay, consumers avoid confusion between safety and quality, leading to reduction of food waste. Focusing on three colored-coded categories of products– short-life perishables (green), freezables (blue), and shelf-stable (brown)–fresh. would more directly indicate the freshness of products. Additionally, goods include information on storage information, emphasizing the environment in which a product is kept.
Food Category
C 2
urrently, short-life rapidly decaying products such as fruits, vegetables and
dairy are often wasted because consumers aren’t educated about how and when they spoil. Also, consumers mistake misshapen, bruised or discolored products for un-edible produce. The fresh. system displays a green label, employing “use by” dates to help educate consumers that these fruits and vegetables are still good to eat. To slow down bacterial growth, the food’s ideal storage temperature of below 40º is included. The fresh. campaign advertises “freeze by” labels in blue for meat, poultry, fish, and other cryogenic products identifying 32 degrees and below as proper storage temperature. For shelf-stable products–primarily processed food–can remain relatively fresh for long periods of time, so an expiration date is not needed. Having a short term date may confuse consumers on the nature of how these products decompose, and undermine attention toward more timesensitive items. The fresh. campaign resolves this by using a brown sticker: “use # days after opening.” Through fresh., the consumer would be prioritized in the language of the food label. Businesses may continue to add codings or additional dates for stock rotation, as long as they are not readily visible to consumers.
Poster Series
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he campaign is also be realized as a set of posters highlighting the key aspects of fresh. Three posters for each food category displays illustrations demonstrating the labels applied on food in their ideal storage environment. The textural quality of collage attracts the viewer to the posters. Line art accompanies the focal elements, centering on the fresh. system applied to actual food products. A restricted color palette in conjunction with the linear component highlights the food and date labels. The environment of the composition focuses on optimal settings for storage of each category. The collage elements draw inspiration from works such as Pablo Picasso’s Guitar (1913), Hannah Höch’s Cut with the Dada Kitchen Knife through the Last Weimar Beer-Belly Cultural Epoch in Germany (1919),
and Robert Rauschenberg’s Overdrive (1963), Joseph Hart’s Untitled [Suggestion] (2006), to name a few. Line art inspiration comes from the practice of the printmaking techniques drypoint and engraving as in the work of Albert Dürer’s Adam and Eve (1507), Rembrandt’s Three Crosses (1653), and Peggy Bacon Patrones (1927). Rather than complicating the composition with unnecessary visual elements, I hope to bring focus to the subject of proper food storage and avoidable food waste.
Visual Research
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resh. utilizes dynamic, artistic mixed media posters to educate New Yorkers. There is a long tradition of illustrative advocacy advertisement used to motivate everyday citizens to action. During the Great War and World War II, the government launched campaigns with illustration to encourage civilians to preserve food and other resources as their patriotic duty to help the war efforts. The generations of the World Wars were conscious of waste and were encouraged to use resources efficiently. Later generations in the developed world have not experienced the call for conscious spending, as our economic model is sustained by high trends of consumption. More recent campaigns by governmental bodies, such as Think.Eat.Save (2013) by the United Nations, as well by non-governmental organizations on a local level, such as UK’s Food Shift (2013) campaign, aim to inform the general consumers on issues of food waste. These campaigns heighten public awareness on our harmful habits, but lack a direct plan or resolution. fresh. inspires action supplemented with education through the new label system, and strives to make a significant shift in food waste–perhaps even a new social paradigm. Inspiration for the food label came from existing date labels. The time color scheme resulted from research on food decay and storage, with data by Cornell University’s Garden Base Learning program, the United States Department of Agriculture and Food Safety & Inspection Services, and reports by North Dakota State University Professor of Food &Nutrition, Julie Garden-Robinson.
Gallery Installation
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or the Thesis exhibit, items with f resh. stickers will be displayed on a fruit stand display with products and storage environments categorized into sections. Each section will retain a certain color palette to reinforce the labeling system and compliment the stickers. The back wall will display the posters as campaign advertising providing information on food storage. The environment will attempt to mimic the average grocery store environment familiar to New Yorkers.
Prospective Goals
D
uring the summer of 2013 I had the
opportunity to study in Denmark at The Danish Institute for Study Abroad, taking classes on the active role design and visual communications plays in a socially progressive society (such as the Danish welfare state), and on Sustainable Food Systems, where I learned much about the socio-political aspects of global food production, as well as its environmental and economic implications. The resources from these courses serve as primary research source, which include reports by the Food & Agriculture Organization of the United Nations and readings by food sovereignty advocates Michael Pollan and Raj Patel. My biggest challenge for this project is creating an effective campaign that is both memorable and influential for the everyday New Yorker. To amend America’s fragmented food labeling system, fresh. endeavors to educate consumers about freshness, nutrition, and the spoilage of food. My hope is to utilize visual communications to not only bring awareness, but also move individuals to action.
1. “Food Product Dating.” United States Department of Agriculture Food Safety and Inspection Service. August 2013. 2. “The Dating Game: How Confusing Food Date Labels Lead to Food Waste in America.” Natural Resource Defense Council. September 2013. 6-7. 3. Gunders, Dana. “Wasted: How America Is Losing Up to 40 Percent of Its Food from Farm to Fork to Landfill.” Natural Resource Defense Council. August 2012. 12. 4. Ibib, 14. 5. “Superstorm of Hunger: Lingering Shortfalls Exposes a Tale of Two Cities.” The New York Coalition Against Hunger. 2013. 3. 6. Gunders. “Wasted.” 5.
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concious comsumption Food Advocacy Campaigns
Don’t Waste! (1944) The United States Food Administration implemented an advertising campaign urging everyday citizens to contribute to the war effort by reducing their food waste. The call to patriotic duty served as influential motivation in times of turmoil. 5
Soldiers of the Soil (1914-1918) During the First World War, Canada Food Board implemented a poster campaign urged the average consumer to mindfully consume food. Younger men were encouraged the enlist as soldiers of war or farmer laborers as to contribute to their patriotic duty. 6
Keep for Feed The pre-War generation of the US maintained an intimate relationship with their meals. But with promised of modernization, the post-War citizen flooded urban centers, and drifted apart from their nutrient's source. These posted on preservation of scraps for feed of hens and pigs were popular untl the early 1950's. 7
NAVY Against Waste (1944) To encourage wiser use of resources and mindful wasting, the US Navy implemented a poster campaign featuring illustrations on food waste and overconsumption. 8
United Nations Campaign (2013) The Think.Eat.Save campaign of Save Food Initiative is a partnership between UNEP, FAO and Messe D端sseldorf to raise awareness about the global food waste crisis and provide information on how to take action. This poster campaign was part of World Environmental Day 2013.
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artistic influences Stylistic References
Produce (2012) Joe Buglewicz's Rotten is a visual exploration of spoiled food. The documentation of food going bad in his apartment serves as a personal reminder to pay attention.What’s most endearing about this project is the photographer's sense of curiosity and appreciation for the biological process of decay.
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Pablo Picasso, Guitar (1913), collage
Hannah Hรถch, Cut with the Dada Kitchen Knife through the Last Weimar Beer-Belly Cultural Epoch in Germany (1919)
Herbert Bayer, Muscles (1934), photomontage
Herbert Bayer, Lonely Metropolitan (1932), photomontage
Collage Collage as an art medium was instituted by Georges Braque and Pablo Picasso in the beginning of the 20th century. They produced some of the first artwork to be categorized in the medium. It's a favorite medium for its raw texture, and its direct emotional connection, whether to an object, photograph or element in the collage. 12
Rembrandt, Self-Portrait Drawing at a Window (1648) Rembrandt Harmenszoon van Rijn, Adam and Eve (1638), Etching.
Angie Hoffmeister, Unknown Title, Dry-point (2013) Angie Hoffmeister, Unknown Title, Dry-point (2013)
Line Art: Intaglio Printmaking is my primary fine art medium, influenced by the work of the Dutch Master Rembrandt Harmenszoon van Rijn. His erratic line work in Adam & Eve show his deep scratching and etching technique, making room for deep, dark, and rich lines. Raw strokes provide a textured effect unique to the medium. Artist Angie Hoffmeinster untitled series demonstrate the force of the medium, carving vibrant lines that radiate with movement. 13
label analysis Flaws of Current System
Confusing System Many businesses utilize abstract dates and codes to date their product, lacking communication relevant information to consumers.
Storage Instructions Few products address proper storage and handling procedures with clear labeling.
Quality-Based Information In the US, date labels on food remains a fragmented system principally due to market imposed quality-base labeling. Inconsistent jargon has created a confusion got consumers. Businesses impose a “sell by” date as to promote their brand with the freshest products, and assist distributors with shelf rotation. Certain businesses use the consumer-centered label “best if used by” or “best before” to address consumer’s concerns over the freshness of their products.
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campaign logo Concept
Campaign Name The emphasis in the campaign centers around food's durability and safety. No other word could best translate this message than fresh. Stylistically, the campaign logo went through many revisions; from illustrative logos, to playful type.
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label system Color Scheme Details
N
orth Dakota State University Professor and Food & Nutritionist, Specialist Julie Garden-Robinson, authors two reports which serve as primary guidelines for food preservation and longevity. “Food Storage Guide: Answers the Question” and “Food Freezing Guide” provided data on proper storage climate and environment for food. Her results we’re adjusted with data provided by Cornell University’s Garden Base Learning program, which elaborates on optimal storage procedures after harvesting to extend shelflife. Additional information by the United States Department of Agriculture and Food Safety & Inspection Services supplements further details on product's perishability. The color coded time frame has been suited for urban consumers, from darkest to lightest on urgency regarding expiration. Categories are accompanied by best pactices for food preservation.
C:100 M:70 Y:100 K:50
2 DAYS
7 DAYS
Mushrooms, corn (husk), shreddaed greens.
Tomatillos, peppers, scallions, cabbage, rhubarbs, cauliflower, celery.
C:65 M:25 Y: 65 K:25
4 DAYS
C:90 M:60 Y:85 K:40
Cherries, eggplant, asparagus, artichoke, peaches.
9 DAYS
Kiwi, yogurt. C:55 M:21 Y:55 K:15
5 DAYS
C:85 M:50 Y:80 K:35
Broccoli, brussels sprouts, zucchini, milk, pineapples, lettuce.
14 DAYS
C:40 M:10 Y:50 K:10
3 WEEKS
6 DAYS
C:75 M:35 Y:75 K:30
Melon, pears, plums, lima beans, buttermilk.
Radishes, beets, carrots, watermelons.
Eggs, apples. C:30 M:0 Y:43 K:0
Perishable +Use foil, plastic wrap, plastic bags or airtight containers designed for food use in order to package and refrigerate food. Moisture and vapor-proof materials are best. +Clean your refrigerator regularly to reduce food odors. Remove spoiled food immediately so decay cannot pass to other food. +Store food at cool temperatures. From 34° to 41° degrees Fahrenheit is best. Perishable food stored at temperatures above 41° F spoil rapidly. Check temperatures with a refrigerator thermometer. +Use food quickly. Don’t depend on maximum storage time.
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2 MONTHS
C:100 M:83 Y:47 K:30
Ice cream, frozen dairy.
5 MONTHS
Shrimp. C:90 M:53 Y: 30 K:0 6 MONTHS
3 MONTHS
Red meat. C:72 M:30 Y:18 K:0
C:100 M:80 Y:20 K:10
Lobster, lean and fat fish, shellfish, duck, goose.
9 MONTHS
C:40 M:10 Y: 5 K:0
Frozen veggies, king crab, chicken, turkey.
Frozen +Use or refrigerate within 3-4 days after purchase. +Freeze food in containers or materials designed for freezer storage. +Keep your freezer clan and at 0 F or lower.
C:34 M:68 Y:100 K:68
3 MONTHS
12 MONTHS
Cookies, marshmallow, pancake syrup.
Canned food†, dried fruits/veggies, jellies, coconut†.
C:25 M:40 Y:50 K:20
6 MONTHS
C:34 M:65 Y: 80 K:40
White/wild rice, cereal†, egg noodles.
18 MONTHS
C:40 M:10 Y: 5 K:0
24 MONTHS
9 MONTHS
C:23 M:50 Y:60 K:30
Canned/box juice.
† Safe and fresh until opened.
Tea bags, cornstarch, gelatin.
C:14 M:20 Y:25 K:0
Vinegar, popcorn†, chocolate†, coffee†, pasta, loose tea, granulated sugar, artificial sweetners.
Stable +Store food in cool cabinets and away from appliances which produce heat. +Many staples and canned food have a relatively long shelf life, but buy only what you can expect to use within the time recommended in the chart. +Food stored for longer than recommended times or beyond date on the package may change quality, color and flavor. +Buy fresh-looking packages. Dusty cans or torn labels can indicate old stock. Do not purchase dented or bulging cans. 20
2 Days Mushrooms, corn (husk), shredded greens. 4 Days Cherries, eggplant, asparagus, artichoke, peaches. 5 Days Broccoli, brussels sprouts, zucchini, pineapples, milk†, lettuce.
6 Days Melon, pears, plums, lima beans, buttermilk. 7 Days Tomatillos, peppers, cabbage, rhubards, cauliflower, celery. 9 Days Kiwi, yogurt. 14 Days Radishes, beets, carrots, watermelon. 3 Weeks Eggs, apples.
18 months Tea bags, gelatin, corn starch.
2 Months Ice cream, frozen dairy. 3 Months Red meat.
3 months Cookies, marshmallow.
5 Months Shrimp.
6 Months Lobster, lean and fat fish, shellfish, duck, goose.
6 months White/wild rice, cereal†, egg noodles.
12 Months Canned foods†, dried fruits/veggies, jellies, coconut†. 9 Months Frozen veggies, king crab, chicken, turkey.
9 months Canned/box j uice.
24 months Vinegar, popcorn†, chocolate†,coffee†, pasta, loose tea, granulated sugar, artificial sweetners. Unopened. Source: “Food Safety Information.” United States Department of Agriculture and Food Safety & Inspection Services. August, 2013. Garden-Robinson, Julie. Food Storage Guide: Answers the Question. North Dakota State University Extension Service. February, 2012. Garden-Robinson, Julie. “Food Freezing Guide.” North Dakota State University Extension Service. November,2013. “Storage Guidelines For Fruits & Vegetables” Cornell University Cooperative Extension.
†
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label system Sticker Details
Label Dimensions The Universal Date campaign labels will be printed on 1 x 2 inch stickers highlighting optimal safety date and storage condition. The color spectrum will range from darkest and most urgent to use, to the lightest shade and longer durability of the product.
Storage Information 1 x 2 in.
Emphasis on food's storage environment, best addressing safety concerns.
Safety
Accessible Language
FREEZE BY
Focusing only on information relevent to consumers.
11/10/15
KEEP COLD
6
0째
MOS Trim Bleed
Color Gamut
The color spectrum for the campaign is designed from darkest, urging prompt use, to lightest, for longer storage.
Body: Avenir Black 8 pt: fresh.
Duration
Length of time when food is still safe to eat.
USE AFTER OPENING DAYS
3
KEEP DRY
12
70째
MOS
Date Digits: OCR std
14 pt: 1234567890
SAFE BY
KEEP COOL
10/22/14
5
41째
DAYS
Label Type Choices Avenir is the key typeface for the fresh. campaign because of its geometric yet versatile capeabilities. OCR std is used to resemble generic dating figures.
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campaign posters & gallery display Concept, design & Resources
Frozen The frozen protein, the icy treat, and boxed item fills the common refrigerator's freezer. Initial sketches emphasized the environment in which these products are kept in other to preserve freshness. The Accompanying text emphasizes the change in environment as the primary factor in food spoilage.
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Stable The poster for this category centers on an arid places with heavy browns and golds. Text prompts the consumer to mind the produce onced opened.
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Perishable This was perhaps the hardest category. The fridge compartment can fit packaged products of various shapes, making the label display tricky. Simple rubberband and tag works for certain products, but an alternative of sticker dispensers next to produce at supermarkets could be a solution.
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gallery installation Exhibition Details
Campaign Display The gallery installation in the form of a fruit stand displayed food categorized by their label group. Posters accompanied the display on the back wall, illustrating optimal storage environment. Take away 2 Days Mushrooms, corn (husk), shredded greens. 4 Days Cherries, eggplant, asparagus, artichoke, peaches. 5 Days Broccoli, brussels sprouts, zucchini, pineapples, milk†, lettuce.
PERISHABLE
6 Days Melon, pears, plums, lima beans, buttermilk.
+Use foil, plastic wrap, plastic bags or airtight containers designed for use with food for packaging foods for refrigerator storage. Moisture and vapor-proof materials are best.
7 Days Tomatillos, peppers, cabbage, rhubards, cauliflower, celery. 9 Days Kiwi, yogurt.
+Clean your refrigerator regularly to reduce food odors. Remove spoiled foods immediately so decay cannot pass to other foods.
14 Days Radishes, beets, carrots, watermelon. 3 Weeks Eggs, apples.
18 months Tea bags, gelatin, corn starch.
2 Months Ice cream, frozen dairy. 3 Months Red meat.
3 months Cookies, marshmallow.
+Store foods at cool temperatures. From 34° to 40° degrees Fahrenheit is best. Perishable foods stored at temperatures above 40° F spoil rapidly. Check temperatures with a refrigerator thermometer or an outdoor thermometer. +Use foods quickly. Don’t depend on maximum storage time.
FROZEN +Use or refrigerate within 3-4 days after purchase. +Freeze foods in containers or materials designed for freezer storage.
5 Months Shrimp.
6 Months Lobster, lean and fat fish, shellfish, duck, goose.
+Keep your freezer clan and at 0 F or lower.
6 months White/wild rice, cereal†, egg noodles.
STABLE 12 Months Canned foods†, dried fruits/veggies, jellies, coconut†.
9 Months Frozen veggies, king crab, chicken, turkey.
Guest at the show may grab a foldout dual-sided poster. On one side a copy of the poster, and on the other the campaign's food chart. Additional tips on best storage practice for each category are listed.
9 months Canned/box j uice.
24 months Vinegar, popcorn†, chocolate†,coffee†, pasta, loose tea, granulated sugar, artificial sweeteners. † Unopened. Source: “Food Safety Information.” United States Department of Agriculture and Food Safety & Inspection Services. August, 2013. Garden-Robinson, Julie. Food Storage Guide: Answers the Question. North Dakota State University Extension Service. February, 2012. Garden-Robinson, Julie. “Food Freezing Guide.” North Dakota State University Extension Service. November, 2013. “Storage Guidelines For Fruits & Vegetables.” Cornell University Cooperative Extension. “The Dating Game: How Confusing Food Date Labels Lead to Food Waste in America.” Natural Resource Defense Council. September 2013.
+Store foods in cool cabinets and away from appliances which produce heat. +Many staples and canned foods have a relatively long shelf life, but buy only what you can expect to use within the time recommended in the chart. +Foods stored for longer than recommended times or beyond date on the package may change quality, color and flavor. +Buy fresh-looking packages. Dusty cans or torn labels can indicate old stock. +Do not purchase dented or bulging cans.
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bibliography “An inconvenient sandwich: the throwaway economics of takeaway food.” New Economic Foundation. 2010. Clapp, Jennifer. “The Political Economy of Food Aid in an Era of Agricultural Biotechnology.” Global Governance, 11 (2005), 467–485. Print. “The Consumption Dilemma: Leverage Points for Accelerating Sustainable Growth.” World Economic Forum. 2011. “The Critical role of Global food Consumption patterns in Achieving Sustainable Food Systems and food for all.” United Nation Environmental Program. 2012. “The Dating Game: How Confusing Food Date Labels Lead to Food Waste in America.” Natural Resource Defense Council. September 2013. “Food Safety Information.” United States Department of Agriculture and Food Safety & Inspection Services. August, 2013. Friends of the Earth. “Eating the Planet? How can we feed the world without trashing it.” Compassion in World Farming. November 2009. Garden-Robinson, Julie. Food Storage Guide:
Answers the Question. North Dakota State University Extension Service. February, 2012. Garden-Robinson, Julie. “Food Freezing Guide.” North Dakota State University Extension Service. November,2013. Gunders, Dana. “Wasted: How America Is Losing Up to 40 Percent of Its Food from Farm to Fork to Landfill.” Natural Resource Defense Council. August 2012. “Food Waste Footprint: Impact on Natural Resources.” Food & Agriculture Organization of the United Nations. 2013. Patel, Raj. Stuffed and Starved: The Hidden Battle for the World Food System. (New York: Melville House), 2012. Print. Pollan, Michael. The Omnivore’s Dilemma. (New York: The Penguin Press), 2006. Print. Sage, Colin. Environment and Food. (London: Routledge), 2007. Print. “Storage Guidelines For Fruits & Vegetables” Cornell University Cooperative Extension. “Superstorm of Hunger: Lingering Shortfalls Exposes a Tale of Two Cities.” The New York Coalition Against Hunger. 2013.
fresh. is Joseph E. Lara’s 2014 BFA thesis project for the City College of New York. Writing and original art work are reserve copyrights of the author. Additional citation available with some rights reserve. Updated edition © 2015
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