the food front

food up front. nikki, joel + tom

what The One Pot Pledge速 is an exciting new grow your own campaign from leading gardening charity Garden Organic. Their aim is to get 30,000 people who have never grown anything before to give growing a go.

The pledge is as simple as that. They want the public to be aware that growing your own food can be fun as well as emphasising the quality of taste and the health benefits because you wont be adding harmful chemicals and pesticides onto your own vegetables.

Garden Organic is the UK’s leading organic growing charity and One pot’s website tells us that they will provide you with all the information and tips to get you and keep you growing. Organic food may seem like a recent phenomenon as in the past few years it has become a recurring topic in the UK media as more of the British public are demanding to know what it is they are actually eating when they purchase premade food. However, Garden Organic has been at the forefront of the organic growing movement for over 50 years and was founded in 1958 by organic pioneer Lawrence D Hills. For a movement over five decades old why have the main supermarkets only recently started giving us the option of organic products. It’s not just vegetables, it is anything grown for our use.

Why is there such a stigma surrounding organic grown produce? Surely, the stigma should be around the added chemicals and pesticides that pollute our food aisles, not the most natural process and ingredients. A seed, sunlight, water and care. One Pot Pledge® as the name suggests want the public with out a garden to stop seeing that as a boundary to stop them from enjoying the rewards of home grown food. They say that “you don’t even need a garden, one pot on a window ledge is all you need”

why

Taste Nothing beats home grown vegetables for flavour - you’ll be astonished how much tastier your potatoes from a pot are when compared to those bought in a supermarket.

Health Few people realise how many different pesticides are used to create the ‘perfect’ tomato. Growing your own veg not only lets you chose what you eat – you also decide what chemicals (pesticides, herbicides and fungicides) you DON’T put on your food.

Wellbeing As well as the calories burnt when you’re gardening (about half an hour burns off 180), nothing beats a dose of fresh air for a rosy glow – something that no quantity of blusher can imitate!

Environment By growing your own salad rather than buying it from the supermarket, you’re reducing your carbon footprint. A pot of home grown salad leaves cuts out all the carbon emissions used to heat the greenhouse, the making of plastic bag to keep it in and the transporting of it to the shop.

Stress buster / satisfaction Whether it’s a simple pot of salad leaves or a grow-bag of tomatoes, the process of growing from seed to plant is both relaxing and rewarding. It is also the perfect project to take on with children, introducing them to questions on food and where it comes from.

I recently watched a programme on BBC 2 called "Edible Garden" (in association with The Dig in Campagin) I thought this was a similar concept to One Pot as the woman who owns the garden aims to eat at least one meal a day from the garden throughout the growing season. Alys Fowler is the woman with this amazing garden she says that...

“I garden because I am hungry.

Or more precisely because I have a hunger, one that can only be satisfied through soil and satiated through fresh growth.�

who why where

How do you get a pledge from

16-24 year olds?

16-24 Name: Age: Occupation: Flat, house or other: Do you live alone or with people?

What are your interests?

4 words that best describe your lifestyle: What social network do you use most?

Do you cook?

Do you enjoy cooking?

What meal do you think you have most often?

Do you buy more fresh or frozen foods?

Would you say you have a balanced diet?

Do you have plants in your home?

Do you grow herbs or vegetables?

What does your typical weekday include?

What does your typical weekend include?

Do you exercise regularly?

Do you recycle?

Does your area provide a service to make it easy to recycle?

analysing We created profiles from the answered questions from the 16 to 24 year olds we interviewed. We stuck them on the wall and anaylised what the people had in common, if they were ‘potentials’, ‘do’ers’ and ‘would not’. We put them in order of age to see there were similar patterns in routine and interests.

further questions I asked Celia again....

Do you buy organically grown food?

No. Pesticides and the like were invented so that we could grow more food in less space - better for the economy and the environment. Organic production ENTIRELY undermines this.

Makes food more expensive and less readily available. It’s great for a back garden, but not for mass production.

Complete this sentence: I would grow my own vegetables if... my student garden wasn’t so horrible.

Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? Yup. What do you think is the best way of getting 16-24 year olds interested in growing their own food? Telling them that it’s cheaper than going to Tesco, and better for the environment ‘cause it doesn’t have to be delivered by truck etc What hobbies do you have now that require a level of regular commitment?

Music, inline hockey, gamezzz -Is this a long term hobbie? if so what kept it going? Passion How long does it normally take to make or break a hobbie?

It depends, sometimes it’s an instant thing that then requires an amount of upkeep, but sometimes it takes a while before you start realising that your effort is paying off.

-Do your friends do it too? My housemates grow herbs on their windowsills.

Actually, one of them grew cannabis in a filing cabinet in his first year, but I’m not sure that counts as a vegetable...

I asked Pat again..

Do you buy organically grown food? (if yes why/if no why?) Yes all the time....

Because it’s free from minging chemicals that you’d find in something like diet coke that I hate! And cos it gives me more diet coke allowance. Seriously... I prefe the taste and dint mind the extra small amount.

Complete this sentence: I would grow my own vegetables if... I should grow them I just don’t... Maybe because I haven’t had tin to buy the kit but I have no excuse not for growing them.

Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? absolutely, this would eliminate the problem in number 2 What do you think is the best way of getting 16-24 year olds interested in growing their own food? doing a ‘taste the difference test’ and showing them how easy and entertaining it can be.

What hobbies do you have now that require a level of regular commitment? yoga, football, volleyball & member of French Fancy appreciation society.

THey are all long term and I keep it going cos I love doing/playing them.

I’m not really a hobbie person, more of sports I would say.. Also skateboarding is a hobby but that’s pretty on and off If previously you said you did grow your own vegetables why did you start/what got you started/interested? In both cases not long at all. I get hooked easily but also if I get hooked on another thing then i get bored of the first hobby. To make a hobby probably only takes one try at it If previously you said you did grow your own vegetables why did you start/what got you started/interested? I have grown Basil! and I love it. I did it when I was at Uni and poor but liked fresh basil in my food so I grew a beast of a basil plant out of the ones from saisburys. I also really want to grow chillies but havent started yet. My dad & gran grow loads of veg and its much tastier than supermarket food so i guess that’s what got me started

I asked Caz again...

I sometimes buy organic. The reason being it can get expensive. It’s better to buy seasonal foods.

I would try and grow my own veg if it’s the right season.

I would always try and grow veg if i had the pot and seeds ready My veg, plants and herbs require small amounts of regular commitment, which is why i enjoy it. Also, running requires commitment otherwise there is just no point. These are long term hobbies. Growing veg is because i enjoy it, it’s self-rewarding, cheap and outside. Running is because i don’t want to be a fatty in the office.

I’m generally not the type of person to take up a hobby on a whim, I have to be interested, therefore it takes a long time to break a hobby I grow veg because it gives me something to be interested in and it’s outside. It also takes up relatively little space and is rewarding, i.e I get to eat nicer veg than they sell in the shops I asked Jon again...

Do you buy organically grown food?

Yes -if yes why/if no why? becuase i think its better for me Complete this sentence: I would grow my own vegetables if... i had a place to grow them Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? yes What do you think is the best way of getting 16-24 year olds interested in growing their own food? making them realize that home grown is better money and diet wise

I asked Cara again...

Do you buy organically grown food?

No I don’t buy my own food.

Complete this sentence: I would grow my own vegetables if... it would turn me into a vampire?

Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? Yes What do you think is the best way of getting 16-24 year olds interested in growing their own food? Getting groups involved or doing it at school first.

What hobbies do you have now that require a level of regular commitment? Reading and Art. Is this a long term hobbie? if so what kept it going? If my friends shared the same interest.

How long does it normally take to make or break a hobbie?

A month, Im not patient

l asked Alastair again...

Do you buy organically grown food?

Sometimes because it would push me past my budget. I like to think of other factors, so if it’s chickens corn-fed is my preference as they have more normal lifespans even if they don’t get to see the real sun.

Complete this sentence: I would grow my own vegetables if I had more time.

Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? Yes What do you think is the best way of getting 16-24 year olds interested in growing their own food? Well I’m 24 (but not for long) I would say by inviting them to a meal with all home grown ingredients so they can taste how much more tastey it all is.

I asked Lucy again...

Do you buy organically grown food? sometimes, its quite expensive I would grow my own vegetables if, 1) i had a garden 2) if i knew how to keep the plants alive and 3) if i could be bothered Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? i would give it a try What do you think is the best way of getting 16-24 year olds interested in growing their own food? keep shoving pots with seeds at them all ready and with instructions!

What hobbies do you have now that require a level of regular commitment? wakeboarding - if i dont go for a while my muscles KILL the next day Is this a long term hobbie? if so what kept it going? it is going to be - i love it, i bought my own gear making trips cheaper overall How long does it normally take to make or break a hobbie? to make quite quickly because i would know if i liked it or not after a session or two, to break - varies on either injury or lack of interest, could be quick or slow

What hobbies do you have now that require a level of regular commitment? I’m helping to bring a music tent to festivals I’m building an elaborate chess set from Fymo Is this a long term hobbie? if so what kept it going? The promise of being able to enjoy the end product (either a music stage or a game of chess) How long does it normally take to make or break a hobbie? 6 months possibly?

If previously you said you did grow your own vegetables why did you start/what got you started/interested? I have grown potatoes, i started because they showed us how to turn old potatoes into new ones in biology and it was really easy.

Do your friends do it too?

Some, not many.

Have they taken an interest because you have? I don’t think so. I’m no trend-setter.

Do you buy organically grown food?

Sometimes, more in the past year than I ever have. I had a Vegan diet for a year and was reading a lot of books. Recently though (even though I am no longer vegan just vegetarian) I have been buying more ogranic food as my mum’s best friend has cancer and wants to beat it with her diet. She left a few books about the power of orangic food and the healing power of raw food etc.

Complete this sentence: I would grow my own vegetables if... I passed a garden centre that sold all I needed.

Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? Yes it’s the best platform to test it I think.

What do you think is the best way of getting 16-24 year olds interested in growing their own food? That’s why I am doing this project!

At the moment I think getting them phsyically involved with events and tasting and playing.

What hobbies do you have now that require a level of regular commitment? I suppose online and offline gaming, collecting various music memorabilla and vinyl requires a beady and regular eye on ebay and the commitment to pay for it and make room in my flat... Im not a big hobby person. I tend to fade in and out, love it for a few months and then it gets put to the pack of my priorities over work.

Is this a long term hobbie? if so what kept it going? Passion or love for it, Feeling part of something. A community I think is important.

How long does it normally take to make or break a hobbie? A month.

If previously you said you did grow your own vegetables why did you start/what got you started/interested? My mum always has grown her own herbs even when we lived in flat and now they vegetables have taken over the garden. I think also because it looks impressive in your kitchen! But nothing beats some fresh basil on your pasta!

Do your friends do it too? Yes some but not enough. Have they taken an interest because you have? Hopefully they will soon!

I asked Ali again...

Do you buy organically grown food?

Sometimes, depending on what type food and money. veg and fruit not so much but i always buy meat that is outdoor, free range, or better quaity. I tend to buy veg from local shops who use local spliers.

Complete this sentence: I would grow my own vegetables if ...

I had the space availble to do so.

Would you be likely to grow vegetables if someone gave you a pot with seeds all ready to go? yes What do you think is the best way of getting 16-24 year olds interested in growing their own food? By making it look easy, also would help if they did it as a kid. i like growing veg etc because i enjoy the process. from a seed to something i can eat. that i grew!

What hobbies do you have now that require a level of regular commitment? i dont have one. but i guess working at uni is a commitent.

How long does it normally take to make or break a hobbie? not long depending on how interested and excited i am in it If previously you said you did grow your own vegetables why did you start/ what got you started/interested? i started growing my veg/herbs a few months ago, i was interested from my mum and dad who grow they own veg, living away from home i felt i wanted to have some fresh veg too. also made easy when visiting the shops lots of plants etc in store. no my friends dont, but im sure they will do sometime in the future. since i have growing things both my sister, brother and boyfriend have got involved.

character profiles

We began as class by indentifying our users through various methods of profiling.We gathered our information using routine timetables, questionaires and interviews. From this we came up with two personas, Nick and Emma From these two personas we came to realize that the mentality and behaviour of the 16-20 range was fairly different to that of someone between the age of 20 to 24. As a class we decided it would be better to focus our idea on one of these personas. We decided to focus on Emma.

anaylsis

After establishing our personas based on the interviews conducted we layed out two large peices of paper one for Nick and one for Emma. We took our ideas from our own brainstorms and added them to post it notes. We then stuck them in different areas on the page depending on where they would fit in to the persons life. The areas were How why where when. We then conectted the ideas with processes and a time line.

We swaped person and carried on with this process, then we placed a red dot on the strongest ideas on each page.

f the ood

front The Food Front is an entrepreneurial scheme for young people. As a representative of ‘the food front’ they will grow and sell their own fruit and vegetables, become an active part of their local community, gain and build business experience whilst enjoying and spreading the word of organic goodness. I wanted the food front logo to have a sense of fun and growth. Below is the final logo and on the right is the front cover of the brochure included in the starter pack. We wanted to keep it simple with the emphasis on the people and pots.

We thought that ‘Young Enterprise’ would be a perfect sponsor/partner because of the nature of our campaign. We thought that using a tomato as an illustrutive logo would give the food front a visual identity. It can be used as an ‘O’ or a fullstop.

the process

the pack

the paper

f f the ood ront

the food front Registration Form Surname Addres

County D.O.B Telephone E-mail

How is your pesticide tolerance?

Like your veggies chemical free?

I would like

Like to know where your food is from?

the food front Well we have a suggestion.

in association with

The Food Front is giving you the opportunity to have fresh organic fruit and vegetables delivered to your door (at less than supermarket prices!) Grown by a young Food Front representative from your area you will also be supporting the youth of your local community!

Not only does the food front team grow the produce from home but they can also make use of your unused garden! Rent out a patch to a Food Front representative and reap the benefits of fresh food grown under your control!

Favourite fruit/veg

Interests

T.V [ ] Sports [ ] Cooking [ ] Sudoku [ ]

Wordsearch [ ]

Did

Last Name

the food front

Postcode

Mobile

Jokes [ ] True stories [ ] Q&A [ ]

d you know? [ ] world news [ ]

in association with

the route

This is a map from the animation we created to explain the users process in the campaign. The red dot is the food front representatives house and the red line shows the route they took around their area. The green houses represent interest in buying the produce the food front representative is offering therefore they now have a better idea of how much they need to grow and which houses to knock on to sell it.

video prototype

video interviews

produce sales projection january

february

march

april

may

produce

9

12 tubs

15

boxes

8

20 boxes

customers

7

10

13

5

17

total sales

8

11

14

8

20

harvest

recording sales

year 1

produce sales projection january

february

may

april

march

june

notes

produce

june

notes harvest

customers

total sales

5

produce sales projection january produce

4 5

harvest

66

customers

total sales

february

march

april

may

june

the stages

1

shoots sign up

green tomatoes 6 months 3 orange tomatoes 1 year

2

4

red tomatoes 2 years

grow and sell produce as and when it grows to neighbours

sell produce on a regular basis, designated day or assigned time from customer

sell produce, takes requests for amounts or type, record sales and send business projection to area rep regularly

sell produce and take requests for amounts or type and have regular selling days can qualify for rep position in area

sprea

apply become a member

sewgrowand earn

ad the word

f y g areandyouveinterested in bu in g from your local repruit ?

harvest

deliver

display your food front sticker in your window so your rep knows to call when their produce is ready

price comparison

vegetable/fruit typical purchase price expected yield Cucumber

£1.50 a plant

30-40 per plant

Tomatoes

£1.50 a plant

3kg a plant

Courgettes

£1.50 a plant

30 per plant

Mangetout

£2.50 seeds

3kg m2

Baby carrots

£1.50 seeds

6kg m2

Leaf salads

£2 per seeds

2 to 6 bags

Strawberries

£1.50 a plant

2kg - 6 plants

Raspberries

£1 - £2

2kg per bush

cost of homegrown av. supermarket cost saving 5p each

£1.10 each

£1.05 per 1

50p a kg

£3.56 a kg

£3.06 a kg

5p each

43p each

38p per 1

83p a kg

£6.62 a kg

£5.79 a kg

25p a kg

£3.30 a kg

33p - £1

£1.47 - 125g

47p - £1.14

£3-£4.50 a kg

£4.36 a kg

£1.36 a kg

50p-£1 a kg

£9.97 a kg

£9.47 a kg

£3.05 a kg

public feedback We decided to set out to get some real verbal feedback from the public. Armed with a flow chart explaining visually the concept and two tomatoes and a camera.

Knocking on doors on a tuesday afternoon was not a sucess so we hit the streets instead. Set up camp on Essex Road in Islington, North London and approached the public After we asked a person what they thought we asked them to hold up a tomato for a picture. A green tomato meant the idea was quite there or they did not like it. As a green tomato is not ripe. A red tomato meant that they liked the idea and could see it working as a service.

“Yes I think I would do it, I like to grow flowers with my sisters at home” - Karen

“It sounds lovely. I think the younger the better and then they grow into it and then they could make a business but the interest needs to be there” - Sarah

“Yes I would get involved and buy... At my children’s school they have introduced enterprise schemes before so it would not be a foreign concept to them” - Julie

“Yeah that sounds sweet... 12 and up sounds like a good age to start and then have time to carry it on” - Simon

“I dunno if a kid should do it? Have you seen the kids around here? I think if the kids grow them that’s a good idea but the teacher should sell them” - Mark

“It sounds like a lot of work and children now are used to computer games and it would be such a demand and probably end up discouraging them from liking vegetables” - Margret

“I think it is a good idea but you should be looking at getting 5 to 11 year olds first” - Stacy, Milly and George

“His nursery get them to grow things... so I think there is a novelty of growing something and then being able to eat it. - Katie and Jake

online feedback

Helen Brownlie Love it! My thoughts: 1.

Include compost in the starter pack. 2. Perhaps you could include recipe ideas relating to what they’ve got in the veg boxes to encourage people to shop seasonally and continue using the service. 3. Money - I think kids will go for the cash, definitely! 4. You could encourage schools to take up the scheme - each child interested gets a starter pack, the seeds are sown in school and looked after in the school grounds, might get more kids involved. 3.

Possible developments could include setting up community vegetable patches or gardens, which the local youth take responsibility for.

Megan Je Brown I think its a good idea and helps those who cant sit still actually something, and makes kids feel proud to veggies to their parents and eat them. Al look after things but kids with not much m who wont help them, they would need he to start it, so maybe include things that w

Jade Wright Yes it would work, however how would you know if they were actually growing them? I bet students would grow vegetable if they got paid for it.... free veg + money = funtown. For younger kids though maybe tickets to go places would be better than money e.g alton towers or something?

Ali Knowles Money for growing… thats a good way to make some pocket money. How much you talking? I’ve got a harvest nearly ready for the picking…

Katie Haukeland i love it, where is my box of equipment? i want to start growing my own veg!

a, gets kids outside, y work and do o bring home their lso teach them to money, or parents elp themselves, will let them?

Tom Osborn In terms of the brief, i like it and could see a market for it (with all my years of expericence obviously) .Combining the market for local independent produce and the selling tactic of getting young people involved is a good one. Have you considered/talked to groups like the beavers/scouts/guides etc?

As they probably have a badge for this kind of thing and would have some expericence in getting it to work? In terms of the outline, its nicely presented and well laid out.

James Alec Viney I like this animation video, makes sense and i think it would appeal to quite a few people to different generations especially the younger.

business model

WWW website

representative

youth groups

parents and children food front worker

school

local residents

website

food up front

Devoted Food Front website Information for prospective reps and food front worker Information for schools and youth groups Request information packs Live forums and FAQs Blogs, stories, updates

introduction packs Three seperate introduction packs Pack one - Prospective reps Pack two - Schools and youth groups Pack three - Food front applicant

newsletter

Online Community Monthly Newsletter for all participants including advice, updates,

parents and children Possibility of involving younger children between the ages of 5-9 reps could involve the parents and the children.

Parents would be encouraged to help their children out of school.

Parents or Guardians may also be encouraged to consider volunteering as a food front rep.

schools and youth groups Youth groups like Scouts, Brownies or Cadets will also be approached with the hope that the project may be able to be incorporated in to their program.

schools

lo

Loc fru

As

Could adopt the scheme in to their curriculum

Be

Support the program by working alongside the rep in creating an after school activity where children will learn how to grow their own crops.

Wi

Ot

food front rep A volunteer who will be sourced through promotion or more than likely be one of food up fronts current volunteers.

Promote the campaign to schools and youth groups to try and recruit youth workers.

Work alongside the schools to either try to place the campaign in to the schools curriculum or introduce it as an after school activity.

Encourage the youth workers to consider taking the campaign to their local street Provide support and guidance if to Food Front workers stories etc

food front worker Aged between 12 and 20 years old .

Self driven food growers who work in their local community.

Sow and grow fruit, flowers and vegetables.

Deliver produce to their local community in exchange for cash.

Key in spreading the word to their friends or any others interested in the program.

ocal community

cal residents will benefit from a supply of fresh uit of homegrown, organic vegetables.

sum lower than that of chain stores.

eneficial for the elderly or those with busy lives.

ill be supporting local youths in doing something constructive

ther Social connections

our conclusion

I think that this project was sucessful in terms of the process, research and presentation methods we used. We worked well as a team of three and deligated roles evenly.The project really progressed after we spoke to the public and friends provoking discussion and critism of our ideas. From this feedback we got and analysed, it seemed clear that although we believed and the public agreed that the campaign had potential it needed a more supportive structure to work successfully. Most Parents suggested that schools would be an advantage in initiating interest and that although it would be nice

to think that young people would tend to it off of their own back regularly it would also be advantageous to have some means of support to keep them motivated in the long run. I feel that the Food Front would be sucessful as a campagin to get young pepople not only to grow and eat their own fruit and vegetables but encourages others to eat more organic food too. It also teaches you where food comes from and the value of nurturing something and getting a postive result. It can save you and make you money.

It could alter your buying behaviour in shops.

You will learn to manage and run a small

business and most of all Organic food tastes much better than the chemically treated food from the supermarket! I believe that he Food Front would be a sucessful entrepreneurial scheme for young people. As a representative of the Food Front they will grow and sell their own fruit and vegetables as well become an active part of their local community. Not only would this change thier attitude to fresh organic food in their deit but they would gain and build business experience whilst enjoying and spreading the word of organic goodness.