PEEL EAT - Service Design by Varshitha KS

Building Healthy Communities One Child At A Time

Politecnico di Milano School of Design MSc in Product Service System Design Innovation Studio A.A. 2020/2021 Professors Valentina Auricchio Stefana Broadbent Marta Corubolo Fabio DiLiberto Ilkka Suppanen Tutors Sayali Bharambe Vanessa Monna Gabriele Morgan Pereira

Fancy Bears Tobias Elling Yingdong Liu Sayori Mukherjee Varshitha Kyalanur Shettappa Aurora Serra Serena Stefanoni

Abstract In 2036 agriculture and low-income families will be suffering much from climate changes. Agriculture will be less successful and produce less food for the people. Low-income families will have a hard time providing for their families because food becomes more expensive due to high demand and less accessible due to few places to buy healthy and nutritious ridge food. Freeze-dried food helps maintain the nutrition level in the food. A child will feel more engaged and independent if they build their meals by themselves. We have created PeelEat an educational product-service system that makes healthy food available for children in low-income families. PeelEat uses an innovative solutions that let the child learn and explore different combinations of food, freeing the parents from preparing food the child does not like.

Index Abstract

64 66 68 70 72 74 80 82

THE COMMUNICATION

20 24 26 30 40 48 50 51 56

ANNEX

Our process PeelEat: the ideation Technical drawings References

THE SERVICE What are we addressing?

10 12 14 16

THE PRODUCT PeelEat What you can do with PeelEat? Get a balanced nutrition Learn through play What are PeelEat features? How to use it Playing Eating MakeEat: the cookbook

What is our aim? What we offer How it works Journey Map: parent Journey Map: child PeelEat system Main partners PeelEat App

THE CONTEXT California, 2036 Scenario Fresno Freeze-drying: new paths for food

Our brand Who we design for? Logo Graphic elements Packaging Brand strategy

88 90 92 96 98 100

106 112 117 122

The context

Milk

California 2036

Climate Change

Agriculture and food production

Society

In California 2036 climate change effects will be multiple and pose daily life challenges to the population. Rising temperatures will allow wildfires to be stronger and more frequent, the level of moisture in the air will be lower, causing drought periods and all the nation will live new records in the number and duration of heat waves.

The shift in global temperature will affect agriculture substantially, due to harsh weather conditions. They will also need to deal with capital loss, new regulations on resources, changes in infrastructure and transportation systems. Agriculture disruption will bring modifications in food production and rising prices will have a significant impact on what people will be able to eat.

The increase in the cost of food will bring to a major decrease in food security, which will in a particular way affect low income families, which do not have the economic reserves to manage sudden or extreme spikes in food prices. Therefore, they will be forced to have a poor quality dietary intake and in general compromised diets and nutrition.

Scenario “Wellbeing, quality of life and health of the planet are the new priorities: more sustainable forms of living are established around the world” In 2036 the state of California reacted properly and in time to mitigate climate change. The responses were very proactive in implementing different policies which encouraged the creation of green community systems. Cities shifted gradually to clean sources for energy production and transportation and people started to rely more on smaller neighborhoods to sustain themselves and carry out their daily activities. This variation, though, brought California’s already considerable prices of living even higher, taking an especially heavy toll on low income families. One of the constant problems is agriculture, deeply affected 12

by the altered weather and its effects. Regardless of the lowimpact alternatives developed, the implementation of carbon farming and the increase in local/small production, a lot of fresh items, staple grains and animal-derived products are more expensive than before. We imagine a family living in a community near the city of Fresno, where the resources are no longer available and abundant as they once were and the “fast consumer” mindset is slowly fading away, to make space for a more attentive behaviour. Local production is constantly committed to reducing food waste and, if not sold fresh, a lot of items are used to produce foods of greater durability, such as freezedried food in order for it to be available for the families who can’t afford to live an expensive way of life. 13

The Context

Fresno

“The thing she cares about the most is the health of her daughter”

Fresno is a city located in the Central Valley & it is one of the most attractive areas for its affordability.

Most of the things produced by the region are sold in it, in order to support the local economy.

Governmental guidelines with environmental goals imposed in the early 2020s are slowly transforming the city: small, energy-efficient homes in the different areas of town, less and less cars and green fueled public transportation.

Many people are attracted to the Fresno area for its low cost of living and diverse job opportunities. In fact, there are a lot of affordable homes for families belonging to low-income and very low-income households. For these people who are struggling to afford a full property, community housing is a great option. One of them is the Parks at Fig Garden. where people can live in a sociable environment among several other families.

The city, as it always has been, is surrounded by agriculture dedicated fields, so the local markets are an important part of the city activities.

“Affordability is one of Fresno’s most attractive assets. The cost of living and median home sale price are below the state average”

Catarina

28 years old

Catarina lives at Parks at Fig Garden in Fresno and she cares a lot about feeling part of the community. She is a single mother that has just moved to the city, attracted by the low cost of living and the different job opportunities. Food and medical insurance, though, are still heavy on her income. Her daughter’s well being is one of the most important things to her and in these uncertain times, she feels it is fundamental to keep an eye on the kind of food she provides for her child, which is affecting her health.

Kayle

6 years old

Kayle is a cute and extroverted girl that goes to Malloch Elementary school. She lives with her mother at Park at Fig Garden and when she’s not at school or in the community center, she spends most of her days at home. She is curious about all the things related to food and she enjoys experimenting with it in a more playful way.

“She is curious and wants to know more about what’s around food” 14

The Context

Freeze drying: new paths for food In uncertain times the production of food must change. Fresh items are often expensive and need to be “perfect” and follow specific standards for them to be sold in supermarkets. Alternative methods need to be explored in order to make fresh and healthy food available to all. Enter: freeze drying techniques. Freeze drying is a relatively recent method of preserving food. It involves freezing the food, then removing almost all the moisture in a vacuum chamber, and finally sealing the food in a container. Freeze dried foods can be easily transported at normal temperatures, stored for a long period of time, and consumed with a minimum of preparation. Once ready to be eaten, freezedried foods have much the same look and taste as the original, natural products.

Why freeze dried food? The freeze-drying process offers the flexibility to remove moisture content and preserve almost any kind of food item. The major advantage of freezedrying lies in the ability to produce clean, whole and nutritious food ingredients with a highly prolonged shelf life, making food products versatile, accessible and convenient.

The process:

Fresh food is cleaned and sliced, then frozen to below -0°F.

Frozen food slices are placed in a vacuum chamber where 98% of the moisture is removed by evaporating the ice in temperature as low as -50°F.

Freeze-dried food slices are collected and inspected.

The slices are packaged into containers.

What about nutrition? Freeze drying maintains 97% of the nutritional value of the food. Other methods of preservation, such as canning and dehydrating, use high temperatures that destroy much of the food value.

02 The product

The Product

PeelEat PeelEat is an affordable product that allows kids to create and eat their own balanced meal in a playful way, by combining ingredients and learning nutrition with simple characters.

The Product

With PeelEat you get enough ingredients to combine seven different meals, assuring a proper dinner or lunch for you kid, for a whole week. PeelEat consists of seven balls, the ingredient balls, which are filled with different food items. Each ball represents one of the food areas and contains seven exact portions of the depicted ingredient. The Ingredient Balls

Vegetables Grains

Seasonings

Dairy

Fats Fruits

Proteins

The Product

What can you do with PeelEat?

1 24

Get a balanced nutrition for your kid, combining the seven ingredients to then enjoy a full meal!

Learn through play, with the different characters and sentences. 25

The Product

Get a balanced nutrition

[GOOD] FATS source of: Monounsaturated fats, Omega-3 & Omega-6

FRUITS source of: potassium, fibers, folic acid, vitamin C

PROTEINS source of: iron, zinc, magnesium, potassium, vitamins B

Why is a balanced nutrition important for a growing kid?

How can you create a balanced meal?

High prices of fresh food, peer pressure, commercials for junk and fast foods can make eating well an uphill struggle: especially with a complicated schedule, it’s easy to build your kid built around convenience food.

To create a balanced meal it’s fundamental to eat a variety of nutritious foods, from all the different food areas: fruits, vegetables, grains, protein, dairy and fats.

DAIRY source of: calcium, phosphorous, vitamin A & D, potassium, zinc, magnesium

A healthy eating routine, though, is important at every stage of life, but especially for kids: what they eat can have a huge impact on their health throughout adolscence and adulthood with both positive or negative effects that add up over time. By giving your child a healthy and balanced diet, you are ensuring that they are getting all the essential vitamins, minerals, and other nutrients that children need for healthy growth, mental and physical development.

[WHOLE] GRAINS: source of: complex carbs, fibers, several vitamins B, minerals

VEGETABLES: source of: potassium, fibers, folic acid, vitamin C, vitamin A

The Product

An unbalanced diet at a young age can increase heart desease in the future adult life.

What are the consequences of unhealthy eating? When following an unbalanced diet and nutrition, kids are more likely to develop certain long-term health problems and complications, such as cardiovascular diseases, high blood pressure, develop obesity and diabetes. It will help your children develop a stronger body; a body able to deal with the numerous threats that are presented by climate change effects. Even though our immune system is complex and influenced by an ideal balance of many factors, a balanced diet consisting of a range of vitamins and minerals, combined with healthy lifestyle factors most effectively primes the body to fight infection and disease.

6 in 10 young people aged 2 to 19 years consume a sugary drink every day.

9 IN 10 american families consume too much sodium.

Data from the Centers For Disease Control and Prevention (2020)

The Product

Learn through play Understand the importance of a balanced meal Teaching kids to eat well can be tricky, especially when resources are limited and it is very easy to rely on fast food and highly processed items. Kids need to know that every food they put into their bodies affects them in some way and one way to do it, it’s making it fun. Also, the sooner they are introduced to wholesome and nutritious choices, the easier they’ll be able to develop a healthy relationship with food that can last them a lifetime.

The Product

PeelEat is a product that encourages children to develop and become more independent while supporting and easing the meal-time creation to the parent.

Playing with PeelEat makes the child learn about the elements that go into creating a balanced meal, teaching them that you need all of these seven different ingredients to make a healthy plate.

The goal is for them to put together multiple slices, based on a color coding system, to form a ball, which is going to represent the full meal. This will convey to the children how each part is important to get a complete “rainbow” shape.

Also, each slice is going to explain and show, throughout a kid-friendly character illustration, that every food they eat has a real effect on their body.

The Product

3 Experiment with the ingredients and taste new foods

These meals will allow the children to taste new ingredients, which will reduce the possibility of them to become picky-eaters and enjoy a wider variety of flavors.

When time and resources are very limited, having loads of fresh food and cooking at home wholesome meals can be very hard. For a lot of people it may not be possible to spend hours in the kitchen (because they don’t have one) or sitting down with their family to have dinner and so be able to monitor the kids eating habits.

They will be able to experiment with the ingredients, by both creating their own combination or test out the very kid-friendly recipes provided.

4 1 36

The actual process of combining and “cooking” the meals is also kid-friendly. If they want they will be able to do it alone, making it easier in situations where you can’t be around them.

You can let the kids pick up the food they prefer: it can be fun for them to see all the different kinds of ingredients available, and to pick our new ones or old favorites to try. 37

The Product

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After they satisfied their curiosity, it could be seen as a game where the end goal is to create seven different meals. The kids’ imagination, though, will not stop there. In a time where technology and digital devices occupy the largest part of their daily life, having a old-school paper based game to actually touch and fidget with can be a great opportunity for them to expand their imagination.

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PeelEat is a product also thought for playing. The child can at first explore the different slices, not thinking about the end goal of creating a balanced meal.

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PeelEat, a season-based product, will pass on to your kid what it means to follow the local production of food, in order to get the natural nutritional needs that your body requires.

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California, though, is bound to reduce waste and sustain the national and regional economy, trying to face the all-year-round uncertain weather. For this reason it is critical also for you and your kid to understand the importance of eating seasonally.

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In a climate change-altered world, seasons are not the same as they were before.

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Expand creativity

Understand what it means to eat seasonal

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The Product

What are PeelEat features?

Recyclable packaging

No wasted food

No cooking needed

No refrigeration Light in weight

Combinable Long lasting time

Explorative Kids friendly

The Product

What are PeelEat features? Preparing PeelEat meals is very easy, fast and kid friendly. There is no need for a full equipped kitchen, extreme use of energy or lots of hours to your disposal.

The freeze-dried process helps significantly prolonging shelf life, which allows you to store the food for a longer time than fresh foods.

The amount of food contained inside PeelEat is the right amount for your kid to eat, not less not more. This will avoid leftovers that won’t be eaten or useless food waste.

Some goods can be a pain to be transported from the store to home, especially if you have to walk because you don’t own a car, or even on public transportation. They are heavy, bulky and can get damaged easily. PeelEat is super lightweight, making it very convenient to carry around, not only for an adult, but also for a kid.

PeelEat is based only on two materials. Pulp paper, which is 100% recyclable and non-rare earth permanent magnets which can be reused.

PeelEat ingredients are freeze-dried. This makes it possible for them to be stored practically anywhere, which is useful if you don’t own a refrigerator.

The slices have all the same shape in order to be easily composed and attached one to the other and gives your child the opportunity to explore and come to know new ingredients. Each component is designed also for children to easily engage and enjoy the product.

The Product

PROTEINS Lentils

PeelEat seasonality PeelEat is a season-based product: the ingredients of the different food areas will change based on the climate and therefore the possibility of harvesting specific produce.

Chickpeas

Black beans

Proteins are the building blocks of body tissues. They guarantee an healthy functioning of nervous systems, bone and muscle growth.

GRAINS Millet Grains are an essential part of a healthy diet, boosting energy, red cells production and lower cholesterol and diabetes.

Each time that the seasons shift, and therefore some foods will not be available anymore, PeelEat will provide the new list of ingredients from which it is possible to choose. This is not only going to provide fresher and tastier food, but it is also supporting the local economy and especially local farms.

What ingredients should I expect? This is an example for SUMMER - 2nd share August & September

Buchwheat

Quinoa

Honey chili

Smoked paprika

Basil DAIRY FRUITS Apple Peach

Yoghurt

Orange

Milk

Cheese

Dairy are an important source of Calcium: it helps growing kids’ bones and maintain healthy teeth.

Eating fruit helps protecting against chronic diseases such as heart disease, diabetes and lowering cholesterol.

Herbs and spices are good for kids because they contain beneficial phytonutrients and antioxidants that help keep the body strong. Also, they amp up the flavor and let them try new taste experiences.

FATS VEGETABLES Carrot

Tomato

Green onion

Vegetables give your child energy, healthy skin and help protect them from infections, high blood pressure and heart disease.

SEASONINGS

Walnut

Seed mix

Sesame seeds

Fats assure levels of “good” HDL cholesterol and give the brain energy boosts.

The Product

Being part of a bigger system PeelEat is not only helping families get a quality meal and reduce food waste, but is also serving a greater cause. Rising temperatures brought agriculture and food production to face a lot of challenges, one of which is the growth of non-perfectly shaped items, or just general surplus that cannot be sold to the general market. PeelEat goals focus on saving all these products deemed to “unattractive” to be put in supermarkets and supports the government guidelines which aim to keep greenhouse gas methane released by landfills at a minimum. At the same time we provide wholesome and nutritious food. Even though we made progress since the one pound of waste per person produced in the first decade of the 21st century, we still have a long way to go. Using this still edible, but otherwise discarded products will make a difference: tons of food waste saved and a substantial economic gain for the region (and possibly also for the entire California state).

The Product

How to use it The PeelEat order will be initially placed in a packaging, where there will be seven balls (ingredient-balls), each one created with seven slices of the same food area. The kid can use the product in two ways: to play and to eat.

Playing

Eating

The Product

Playing

Nutrition explained to kids On the outside surface of the slices a simple graphic will illustrate the food item contained inside the product, making it simple for the kid to understand what the food is and visually relate the content with the actual shape/plant. On the inside surface, visible only when the ball is “peeled”, colorful and simple illustrations will act as

PeelEat is an educational game, where the end goal is to create seven different and balanced meals.

3 50

an educational tool, describing both with words and drawing the benefits and/or results that the specific ingredients has on the human body. Different characters will be depicted, leaving the kid the opportunity to make up stories and sparking their imagination.

The kid can re-combine the slices in order to create colorfoul meal balls, where the seven total ingredients are from a different food area.

The child will be also able to take apart the single ingrendient-balls, easily detach and re-attach the parts as they please, exploring all the 49 different ingredients and their characters.

The Product

Eating Once the PeelEat ball is complete, it is also ready to be eaten. Each ball contains the exact amount and proportion of food that children aged 5-8 years old will need, for one dinner/lunch. This will also give the child a sense of how much food is enough for them and how to avoid overeating.

PeelEat will allow the children to taste new ingredients, which will reduce the possibility of them to become pickyeaters and enjoy a wider variety of flavors.

The Product

The creation of the meal becomes a new ritual that can be performed in different ways, both individually by the kid or with a few guidances from the parent.

Create your own recipes Each PeelEat will contain small illustrated recipes pages, that can be put together to create a PeelEat cookbook.

Follow the provided recipes With PeelEat it is possible for the kid to decide which ingredients to mix and which ones to leave alone and in what order to eat them.

The Product

MakeEat: the cookbook Each PeelEat package will contain a small “cookbook”. At PeelEat we know how food plays an important role in a family’s culture. Traditional cuisine passed down from generation to another is something which has survived for decades and decades: grow up with it and it becomes part of who we are. Especially if someone is far from their own roots, making food that is related to their origins can be a symbol of pride, a way to feel more connected to what is far or even just because it is comfortable. Many of us associate food from our childhood with warm feelings and good memories and it ties us to our families, holding a special and personal value for us.

Each one of the seasoning slices will contain a small card, which will explain, with very simple and clear instructions, a particular recipe that uses the foods available in PeelEatand (which means the current season’s products). The seasoning slice won’t contain the ingredient in a loose way: since the actual mixture of spices it is going to be less in quantity than the other items, it will be contained inside a long paper sachet, with multiple single servings, so that it can be used more than one time.

Thanks to the PeelEat cookbook it is going to be possible for the kid to explore a diverse range of recipes that are inspired to different cultures, from latino cuisine, to indian, to italian. All the recipes will be easily explained with symbols and colors, so that also the young users can understand and learn from it.

The Product

The steps The actual sequence of actions to give life to the meal are very simple and straightforward:

Choose the box and open it from the upper lid

Add warm water following the quantity instructions on the PeelEat slice

3 1 4 Read the recipe or create your own

2 Prepare the number of bowls required

Enjoy your meal!

Pour the contents following the instructions or on your own preference

03 The service

The Service

What are we addressing? Cooking takes forever and you have no time

Providing young children with an healthy diet can be hard, especially in 2036, where there are a lot of challenges to overcome.

because of long work shifts Recipes are confusing and complicated

Fresh food is expensive Meal kits delivery are too pricey and they add a lot of delivery fees

rising temperatures and extreme weather brought the prices of avocados, broccoli, lettuce and more to the sky

Corner stores do not have nutritious ingredients and sell mostly low quality highly processed meals

It is easier to get fast food

you cannot really put a lot of effort in them and you cannot afford most of the ingredients

where highly refined foods have taken the place of “real” meat and grains

Grocery stores are far they are hard to reach if you do not own a car and public transportation is nonexistent or too pricey

The Service

What is our aim? PeelEat services, along with the product, make healthy eating more available to lowincome families improving food quality and access in food insecure communities.

The Service

What we offer PeelEat product and services pay a particular attention to the needs and aspects that a low income family can have. This is the reason why the business model is not only formulated to be completely sustainable, but it also assures that the prices can be kept as low and as reasonable as possible, making it an actual better alternative to fast food meals. Moreover, our customers will be able to carry out all the steps connected to our service and product with both a digital and a physical support, from the very start: at PeelEat, infact, we aim for equitable access and we do not want our services to rely completely on digital devices. Owning or not owning technologies that enable certain features should not be a discriminator factor. The main service we offer it’s the distribution and refill of the PeelEat ball ingredients. It is possible to ask for more details, sign up and keep track of the order linked to our service in both person and/or with an online platform. Widespread in the different

neighborhoods of the city of Fresno, there will be strategically handpicked locations, which will host information and pick up points in order to make it convenient and simple for our customers to reach, without a car or even public transportation and in a small amount of time. They will be positioned in K12 schools, community centers, churches of multiple neighborhoods it will be possible to freely choose the preferred location. Here there will be a PeelEat stand with a mindful staff, ready to support at best our customers. Also, in order to face the uncertain times we live in today in 2036, our organization, in cases of extreme weather events or mandatory lockdowns, will carry out the refill by automated free home delivery. Our main service works throughout a subscription system. It is possible to subscribe following different types of packages, based on each family’s budget and the duration of the subscription. This service is designed to be very flexible, in order to accommodate the different needs possible: thanks to local businesses’ and the government support it is possible

to file for eligibility in having a subsidized subscription or also pay with SNAP dollars. PeelEat also offers different healthcare related services for your children. Thanks to our program, made possible by private and public health institutions, it allows you to get a special connection to a network of pediatricians and professionals and access different types of health benefits, such as regular check-ups, detection of food allergies and/or intolerances, prevention and control of food related chronic diseases (such as diabetes and obesity) and emergency lines in case of food poisoning.

NORTH AREA

WOODWARD PARK

BULLARD

Some of the pinpointed PeelEat locations in Fresno:

HOOVER WEST

Elementary schools Community centers

FRESNO HIGH

MCLANE

CENTRAL ROOSEVELT EDISON SOUTH

The Service

How it works

Subscribe to the service

Pick the ingredients you prefer

Bring the package home

Disassemble & play with the product

Create a balanced meal

Confirm the order & pay

Collect empty PeelEat slices in their own bag

Pick up your product at the defined location

Go to the stall with the bag to get the blocks refilled 69

The Service

Journey Map: parent Catarina

PRE

ACTIONS

AWARENESS

EMOTIONS & THOUGHTS

Comes in contact with the new PS through her daughter and advertisements

“What is this PeelEat? I should look more into it...”

DURING

RESEARCH

REGISTRATION

CHOICE

Checks online for more information & takes a look at the product and the different services that are available

Signs up on the platform

Takes a look at the ingredients offered and helps her child pick out the ingredients they prefer

“I don’t want to get my hopes up, unfortunately I rarely encounter good products that we can actually afford!”

“Nutritious meals and all these other services... This might be a great opportunity, we have to give it a try”

“I love that my kid is having fun with this process. And all this choice! She has never eaten these vegetables before... ”

CONFIRMATION

Conﬁrms the details and pays.

“I still can’t believe I will get all this healthy food for Kyle in one go!”

PICK UP

Goes to the pick up her child at the community daycare center

“Having this pick up point in the community is a life saver since the nearest market is half an our away from here”

hopeful

incredulity

Assist her child in bringing the package home

“This so easy to carry, way better than regular groceries, especially for us that we have to walk most of the way”

TOUCHPOINTS

smartphone ( or other device)

smartphone (or other device)

smartphone ( or other device)

online and offline ads

PeelEat website

platform

supporting/ back end

co-performing actions

daughter

SUPPORT

Supervises her child during the meal preparation and steps in only if needed

“Well, she is deﬁnitely having lots of fun with it and I can keep on with house chores while she prepares the meal”

REFILL

RECYCLE

Goes to the pick up point with the bag on the predetermined day, to get the blocks reﬁlled

Gives back the slices to the PeelEat point for them to be recycled

“Wow, we run out so fast! Fortunately the reﬁlling system is very convenient, in this way we don’t even have any waste”

satisﬁed

aware

comfortable

PeelEat staff (volunteer/ employee)

“Recycling the slices is a good lesson for my kid to learn. I hope she will always be mindful of her actions”

approving

appreciative

pessimistic

OTHER CHARACTERS

TRANSPORT

content inquiring

POST

Product

smartphone ( or other device)

Product

payment system

daughter

Community center

daughter

Community center

daughter

Community center

The Service

Journey Map: child

EMOTIONS & THOUGHTS

ACTIONS

Kyle

PRE AWARENESS

SHARING

CHOICE

At school some of her classmates and teachers talk about a new special food related ball they recently got

Shares this new information with her mother and convinces her to look more into it

Picks out the ingredients she prefers between the list of available products

“A coloured ball with slices and food? What is that?”

After school, she picks up the PeelEat bag at the pick up point inside the community center daycare where she spends the afternoon

“ I get to go pick up my own groceries by myself! This is so exciting”

POST

TRANSPORT

PLAY

CREATE

LEARN

DISCOVER

RECYCLE

She brings the package home by herself

Opens the packaging, disassembles the seven balls and plays with the single slices

Re-places together the slices creating seven different multicolored balls and “cooks” her meal.

Reads the small sentences and understands the beneﬁts of eating those speciﬁc foods

Attends a PeelEat workshop held in her class at school

She brings the bag at school and gives back to the PeelEat point the empty slices to be recycled

“So, once upon a time there was a girl with a magic carpet... one day she decided to open her favourite tent over it and...”

“I have the grains, the fats, the vegetables and now I need to mix one dairy and one protein! This is so fun!”

“I ate so many carrots my eyes will be as powerful as a telescope! Wow!”

“Look mum, I am like my you, like a grown-up! I have my own bag!”

excited dreamy

TOUCHPOINTS

amused

satisﬁed

“I learned so many things today! And I saw a real working plow, they are sooo big!”

“Now that I know what recycling means I will do it for ever, because I love my planet to be healthy like me. ”

interested

aware

pleased

wishful

offline posters smartphone ( or other device)

classmates

Product

platform

co-performing actions

mother

school

mother

Product

mother

school

mother

Community center

teacher

PeelEat brand

PeelEat staff (volunteer/ employee)

teacher

supporting/ back end

OTHER CHARACTERS

“That PeelEat ball looks so much fun, please mum!”

“Peaches, I love peaches, they are so sweet and we never buy them! What is a chickpea? It looks funny, I migh try it!”

PICK UP

engaged curious

DURING

mother

school

Product PeelEat staff (volunteer/ employee)

mother

school

farm

The Service

PeelEat system What meakes PeelEat possible? Our product and service system works with the help of multiple organizations, from schools to churches and other local networks of community institutions. The business model has the main goal of producing benefits for both us humans and the planet, focusing on the reduction of middlemen, on the creation of new positive behaviours and a direct connection between the resource, our brand and the users. Everything has a start with the creation and support of a sustainable food system, based on fundamental pillars such as reduction of energy consumption, availability of water, respect of biodiversity, local seasonal production and positive socioeconomic effects. Our first step is finding, through different regional farmers networks and government agencies, the right agri-food and producers. They need to be local and share our own values in making nutritious

food more easily available, other than carrying out their activities in respect of climate change official dispositions. Keeping our system local is one of our main objectives: creating a short supply chain will be beneficial for both the farmers and the overall regional economy, improving incomes (special regards are maintained for low-income owned farms or suppliers) and reducing transportation costs and energy. All these agri-food stakeholders will supply PeelEat with what would be food losses or food waste, that include items which quality and esthetic standards imposed by the market or food regulations are not met, as well as intentional discarded foods left from industrial processing. These products are not only perfectly edible, but in most cases they are also high quality. The difference is solely in pure aesthetics. The only manufacturing process that our initial supply of food will undergo is the freeze-drying, the way in which all the moisture is removed. Our product will be composed in a PeelEat facility located in the city

of Fresno where the product itself awaits. For the main body of the PeelEat balls we work together with UPM, a business based on growing and harvesting forests. We share a commitment towards the limitation of carbon fossil usage and take decisive actions with their operations. They provide us with paper pulp, a 100% recyclable and renewable material in which we will insert the different ingredients. The next step in the PeelEat system is understanding how to reach our customer, which means the right communities. First and most important partner in this challenge are government agencies with which we consult. They, infact, have all the insights concerning the development and levels of income in the different neighborhoods. More in detail, though, our product and specifically our services are possible thanks to a connection of different local stakeholders, bigger and smaller, which all contribute with their own “slice” to create a seamlessly functional and supportive network.

Core elements of new & sustainable food systems

limited energy usage

conscious water usage

biodiversity respect

local economy support

lo w ca th ork l b e in us co g in m for ess m un it y

The Service

The Chamber of Commerce gives support to the service facilitating and enhancing the relationships with local employment organizations, which allow PeelEat to hire workers from low-income families.

The local farms connected to PeelEat and their network aim to teach the importance of agriculture and the value of eating seasonally in different environments, such as school workshops or communitylevel events.

D ON ICE C SE HO D C OO F

F TO RES FR H FO EE ZE OD DR IED

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N IO APP T EC E EL H TH S OD UG FO HRO T

P PE LAY E EA L T

s nk a th s t st or co sp ed ts w an ct in lo tr le po f o se up to ick p

Furthermore, we collaborate with other Health institutions and government offices who help us make a thorough assesment of the different areas of the city, taking in consideration multiple factors, in order to make our services available where they are most needed and assess its impact afterwards.

Schools play an important role in hosting pick up points and collaborating with our organization and the Farm’s Bureau in order to share knowledge about agriculture and nutrition.

re a n re ed y ild ag rn la ch ng lea h p e d g n u a ro th

Healthcare companies give support about the nutritional details of PeelEat: through doctors and nutritionists PeelEat can develop the right quantity of food for your child. Moreover, with them we are able to create a special network of healthcare benefits and offer different options that will increase the wellbeing of the communities.

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The USDA is responsible for monitoring the farmer’s production & in concert with other organizations advises on how to efficiently manage the planting and harvests with the uncertain conditions created by climate change. They also guide PeelEat in the selection of the right agrifood producers.

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us io it tr nu od fo

The Service

Product-Service System Map

partn

ers

financial flow government agencies

information flow material flow people flow

hospitals & daycare

local businesses

nd rs a rs plie sup facture u man local NGOs

farmers

regional farmers network

faith based groups

families freeze-drying facility

UPM 78

K12 schools

food banks

The Service

Main partners We work with numerous different institutions, which share our own values and seek to reach a vision that resound with our. PeelEat enjoys a deep connection with some particular stakeholders: without their support and collaboration our product and services would not be the same.

VALLEY’ CHILDREN HOSPITAL

PARKS AT FIG GARDEN COMMUNITY LIVING Park at Fig Garden is a complex of community houses which promote adequate, affordable and equitable housing opportunities for low-to moderate income families.

FRESNO COUNTRY FARM BUREAU It takes a leading role in educating children and the public about agriculture. Their goal is to help bridge the gap between the consumer and the farmer.

Valley Children hospital is fully, dedicated to family-centered care. They serve families to the point of emotional, physical and spirtual point of view.

SAN JOAQUIN CHAMBER OF COMMERCE It promotes economic opportunity, business education and successful business relationships throughout the region. They encourage growth and to identify needs and opportunities for the community.

ALLIANCE FOR MEDICAL OUTREACH & RELIEF It is a community benefit organization that works strategically to build healthier communities in areas of concentrated poverty, taking care and improving the health status of the commnuities.

The Service

PeelEat App The application is used as a support for the PeelEat product service system. This tool aims to facilitate, enhance and make more interactive the experience that the families can have with what we offer. We remind that though having it is recommended, it is not essential to enjoy the core aspects of PeelEat. In our mission, infact, we stated how we aim to create a system which is equitable and fair. For this reason it is possible, for families who don’t have access to specific technology, to still be able to enjoy these same benefits through on-site support. This application is mainly designed for parents, but it also proposes a section dedicated to children.

Parent Section 1

In a first section the list of the available ingredients for the current season will be portrayed. Here the parents can select which ones they want for each nutrient, in order to create the seven ingredient balls.

In a second section the parent can visualize a map with all the available PeelEat locations and select the pickup point (where to go to collect & refill their order).

In a third section the parents can easily see the status of their orders, when they need to refill their products and also manage the payment systems.

Children Section 1

Play section In here there will be an interactive version of PeelEat. Seven different bubbles that will represent the sevel different food areas. The kid will be able to play by selecting the ingredient they prefer, mixing it with other ingredients and visualize stories about the illustrated characters Recipes section In this section there is a selection of extra recipes created to help the child following a specific diet. By selecting one of them they will be able to visualize all the needed instructions about which ingredients to use, in which order and how to mix them with the right amount of water.

In a fourth section the parent will be able to connect to a network of health and nutrition specialists, also by adding personal preferences and customizing their search. This section will also allow them to contact the doctor/specialist and book an appointment or exam for their child.

The Service

04 The communication

The Communication

Our brand

MISSION

VISION

We seek to improve food quality and access for children of low-income families.

We envision a food system free from the exploitation of the environment and excessive creation of waste, with equitable access to healthy, sustaining food for all communities.

VALUES #Affectionate #Accessibility #Dependable #Affordable

The Communication

Who we design for? We design for families who need access to nutritious food to achieve a balanced diet. PeelEat is the solution which merges education, play and real needs. It provides an educational tool and nourishing meals, that will allow young kids to learn and live a healthy lifestyle. PeelEat primarily focuses on children from age 5 to 8 years, especially who’s parents are working and even in the absence of a supervisor, they can make themselves a fun nutritious meal. Therefore our top focus is on children as main enjoyers. However also the parents are fundamental subjects to consider, since they wield the decision of purchasing the product, take advantage of the service and facilitate the inclusion of PeelEat in their children’s lives.

When designing our product service system we didn’t only take into consideration insights on existing behaviour and therefore improving the existing experience. We, instead, tried to see behind it, to understand deeply the needs and the changes of the bigger picture. We tried to change a small silver lining of what is their own broader experience of life.

Through PeelEat our goal is to take a step back from seeing the children and the parent as “simple” users and instead looking at them as people.

The Communication

Logo P is the symbol

Logo variations Brand typographic design element

Ingredient illustration from the product slices

Symbol

The straight view of the shape of the product 92

Customised Font Gilroy

The Communication

Colour palette

Moodboard - graphic elements

#E7AC49 C: 9% M: 34% Y: 84% K: 0%

#81B0A5 C: 52% M: 17% Y: 38% K: 0%

#EFE4DA C: 5% M: 9% Y: 12% K: 0%

#B1283B C: 22% M: 97% Y: 77% K: 12%

#357D84 C: 80% M: 36% Y: 43% K: 8%

#212121 C: 72% M: 66% Y: 65% K: 73%

#F08765 C: 2% M: 58% Y: 62% K: 0%

#A04763 C: 33% M: 83% Y: 44% K: 11%

Moodboard - communication design Typography

Gilroy - Bold AaBbCc

Logo

Gilroy - Black AaBbCc

Headlines

Gilroy - Light AaBbCc

Body copy

Size 9 | Leading in typo 9

The Communication

Graphic elements

Ingredient name

Action Visual representation of the ingredient

Symbol/ logo

Character illustration

Packaging Our product will be given to the customer with a packaging, a bag, in order to easily carry the seven PeelEat balls all together. The bag has a simple design and it is made in recycled thin cardboard, which is 100% recyclable. It is designed to be accessible by both the parent and child: it sports different holes in which the PeelEat balls can be slide in or out when necessary.

Brand Strategy 1_Pre launch Create a buzz around the Brand PeelEat. What does PeelEat do? Who is it backed with? Why does the user need it!

2_Launch Launch posters in all the touchpoints (along with QR code). Based on the location there could be different kinds of posters. Flyers spreadt around schools, malls and near bus stops etc. Kiosks at public spaces where also people get to experience the product and service - 4 days programme Logo Launch Launch Video/ad : on Youtube website- app - Google Ads.

3_ Post launch Constant customer engagements through ads online offline.

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Stay connected with the consumers to stay updated on their needs and also communicate about what is coming up, in terms of food as well as new offers. Build a strong customer base through building a relationship with the customers Continue with collaterals like posters, online/offline ads etc

Personas touchpoints Metro stations, bus stops, movies, theatres, supermarkets. Notice board of a Church - school community spaceshospitals- nursing homes - parks Newspaper (online/ offline) - social media platforms - Website - App

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Our process The first phase of our process was research that had as a starting point climate change and its effects in California, 15 years from now. Through this exploration we discovered that climate change, agricultural disruption and therefore rising food prices will have a significant impact on what people will be able to eat. Food is not only fundamental for proper human development and survival, but has also a deep cultural significance and in uncertain times the human diets are going to be modified. From this broader analysis we zoomed in on a more specific challenge: how lower income families can maintain a healthy and balanced diet in uncertain times when food resources are limited. Why low income families? Households with more resources at their disposal will, infact, be better able to cope with all the uncertainties, from both climate and human activity. But for people that have a lower income, it will be way more difficult. These families, whose food budgets represent a large portion of their incomes, already live in a critical situation,

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and are potentially more vulnerable to future price spikes than middleand high-income households. They, infact, do not have the economic reserves to manage sudden or extreme increases in food prices. The second step was creating our scenario. It was painted from all the insights and data we gathered from the initial research and re-defined along with our subsequent inquiries. Our goal was to keep the scenario as close as possible to a very realistic future, without adding extreme features. We, then, focused on our three main opportunity areas 1) lower income families & children 2) Sustainability & food waste 3) freeze dried food 1) Lower income families: need, behaviours, relationship with food and most importantly, how may we allow them to have better access to healthy food? To be able to better understand and empathize with them we delved deeper in their current status and tried to draw a detailed picture

of their needs and behaviours. Through our research we found out that the factors that shape their needs are multiple and complex. Affordability and costs of preparing meals are the first two barriers to healthy eating, followed by heavily marketed and easily reachable fast foods. Lack of proper supermarkets and the subsequent creation of food deserts is also another great point: places like gas stations and convenience stores make them able to purchase only foods high in saturated fat, sodium or sugar, and low in essential nutrients. Other reasons linked to unbalanced eating are, instead, related to the social and cultural importance of specific meals and poor nutrition education, for both kids and adults. Exploring the current solutions to this problem we learned the importance of encouraging families to eat different products by implementing healthy school lunch programs and making these people more aware of what they eat. Working with young people is what we discovered as the key: they are the most vulnerable but also most critical part of these projects. They often share their excitement on what they’ve learned with their families, inspiring them to eat healthier and convince their family

to try new foods. For this reason we found the possibility of teaching families and especially children, how to create a balanced meal a good opportunity to develop our product. But in uncertain times education is not enough: what about the actual food availability? 2) Sustainability & food waste Another interesting opportunity area that we pinpointed is related to food waste. The current food system is of high complexity and it is deeply connected with other variables, such as energy, soil quality, availability/use of water resources, (agro-)biodiversity and socioeconomic effects, both at a worldwide and local view. The core of this system, agriculture, is also very fragile: its exposure to possible shocks (climate change & human activity as prime examples) can bring devastating effects. Therefore, it is necessary to find new forms of balance that would allow it to be sustainable in the long run. And California, the leading state for agriculture production in the US, might be one of the best places to actally put changes in motion. Achieving a more sustainable food system is not an easy task and for sure something that cannot be 107

Annex Climate Change

PROBLEM

California, 2036 Home living

done very fast: it will occur through the gradual adoption of models that are able to produce healthy food of good quality, respect the natural environment, be able to withstand the impact of climate change and be in harmony with social contexts in which they should contribute to sustainable development. One of these models is the reduction of food waste. FAO studies estimate California’s annual waste at approximately 6 million tons of food. The causes of these losses and waste are multiple and they can occur along all the various stages of the food supply chain. All of them, though, have very negative impacts on the environment (gas emissions, soil degradation, energy consumption), on the economy sector (value wasted, negative externalities produced) and on the social/ethical point of view (malnutrition, difficult access, nutritional deficiencies). Part of this waste are all the products that are discarded because of their aesthetic reasons or lack of conformity with selling standards, they very close to the expiry date

or are too ripe. Although with the same quality, their appearance is not within the requirements set by the main retailers and therefore not commercialized and consumed. Business models that commercialize this type of products instead of completely refusing it, are, therefore, one way to improve the current food system and make it more sustainable. It is not the work of a single company, though. It is critical to implement horizontal and vertical cooperation between all the different stakeholders in order to better respond to the growing uncertainty. Sustainable and circular processes are necessary for our future, when, eventually, food waste it is also going to be one of the priorities within political agendas.

How can low income families maintain a healthy and balanced diet in uncertain times when food resources are limited?

SCENARIO

Low income families: the children

OPPORTUNITIES

Sustainability & food waste Freeze dried food

3) Freeze dried food The process of freeze-drying which consists in removing almost all the moisture from food products and prolonging their shelf life, is a technique that goes along with the idea of saving items that would otherwise be thrown away. In a great increase in the last few years, it opens up a lot of different design opportunities.

RESEARCH CHALLENGE

IDEATION

food family

resources

culture

world challenges

rites

future

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For us, the product and service development process was a rough & iterative path, that went through a lot of different ideation phases. Each one of them, though, was fundamental and they all helped us reach the final product. First phase The first time we went through the concept brainstorming we drew from the multiple scenarios we initially proposed different and more “ideal” opportunities areas, which we used to ideate in team. Concepts developed: growing bowls, accordion microgreens, community-connected growing system, seed bank What we learned from this phase: We were using a very narrowminded vision, which was only focused on families producing their own food/products and the “spirit” of the community. We had a lot of concepts, but all similar and they were not solving the problem of providing low income families with a balanced meal. Our ideas required a lot of space and time to reach the wanted goal, which was not realistic.

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Between the second and thirdd phase we carried out a very deep and detailed additional research which helped us to deeply emphatize with the users.

Second phase This second time we tried with individual brainstorming and small group brainstorming, re-evaluating the opportunities and trying to look more at the practical context, with a focus on on “how the food is going to be different in the future” and “how we are going to eat in the future”.

Third phase All the team members were focused on only one big concept, which was carried out following the insights from the new and detailed research. We focused on only one scenario, bringing on a strong and realistic idea which was totally revolving around low income families and their future (and present) needs.

Concepts developed: FoodGuru, Chewy, BagMyFood, SmartMat, Encouraging robot, smart scale

Concepts developed: Freslow

What we learned from this phase: Our visions were naive and the products bulky. They did not really focus on the low income perspective and we were not using paper pulp in a smart way.

What we learned from this phase: Even though the business model was theoretically possible, the concept was too complicated and we developed mostly a packaging and not a product. We had a hard time figuring out the difference between packaging and product when food itself is the answer (the actual product) to the initial research challenge.

Fourth phase In the last phase, we had small individual brainstorming in order to come up with different possibilities in terms of design. We focused on the specific “simplified” idea/concept and transformed the packaging in an actual product. Concepts developed: Platey, PeelEat, BuildYourMeal The final selection between the “fourth phase” concepts resulted in PeelEat, which elements were further developed, tested and prototyped in different versions.

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Annex

PeelEat: the ideation Our exploration started by envisioning the world in 2036. We asked ourselves many questions: how would our future earth look like as an aftermath of climate change? How would society deal with the consequences of climate change? What stories should our children be told? And then, more in detail: how is food going to be? If it’s going to change, is it for better or for worse? The perception around consuming food had changed through history due to survival and cultural reasons, the question was how would it evolve in future? We realized quickly how complicated the whole system is, especially the connection humans have with food is incredibly intricate. It is also very special, unique between all the animal species. We don’t eat just to survive. We also eat because it makes us feel better, it amazes us, it is a way to socialize, to bond, to grow, to have fun. We eat alone, but also together, in public. We throw brunch parties, we cook with our friends, families, strangers.

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Food makes us feel part of a community, it marks identities. It is a fundamental part of religion, politics and ideology. It is also influenced by trade, migration, economics. It is the subject of trends and globalization. It is a powerful element. But what about 2036? After a long research and discussion we came to the realistic conclusion that the actual ingredients are going to be different just in terms of selection and quantity, due to climate change effects. So we shifted our attention to what is really going to be different: how the food gets produced, brought to the table and how it gets eaten. We looked at the rituals, the gestures that happen around food consumption at the present. How do you open a package of cookies? How do you eat a hamburger? How do you carry food to work? How do fast foods serve you cola and chips? We tried to project ourselves into 2036 and apply our insights to the future. The first learning was to understand how food is sold to its target

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audience while making high margin profit. On the other hand our product should be affordable to be able to cater to our low income communities. Considering it is a new product, among all the several unhealthy, but exciting foods that are available, the question was how to make it work, especially for children. That is when we realized, our product needed to be more than just a packaging, it should be something that connects a community, brings joy, encourages people to consume healthy food repeatedly and therefore build beneficial behaviours. That led us to dig more on learning tools that could help us connect with users, our people. We instantly knew, it had to be somewhere in between a story telling game - education – tasty food. We had a brainstorming session that helped us articulate what stories would we like to tell. Such as, how things worked in the past, you know? Like how I helped our grandparents grow tomatoes, how much fun I had and how juicy they were. How everything they see in the supermarket actually started out with a seed. A seed, it usually looks circular, stays inside a fruit.

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It is the beginning of something. From here a lot of connections came up to our minds. The Earth. The Moon. Another seed. A hail. An egg. A ball! Children love to play with a ball. What if we could allow them to play with a ball, which could also contain food? Just like on the inside of an orange skin we have orange slices, which we love to eat and that contains all the good nutrition. The question was how to create a wholesome design that could also contain all different groups of the food, can be played with and also be educational.

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4.2

Annex R2.

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Technical drawings Structure 4.8

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Technical drawings Stickers

Scale 1:1 118

Scala 1:1

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Magnet

Magnet to keep the package close

0.3mm Paper printed sticker

Paper printed sticker

0.3mm

Pulp paper structure

2 mm

Magnets

0.3mm Paper printed sticker

Paper printed sticker

0.3mm

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References [Our process researches & opportunity areas]: University of California San Francisco, Latest SugarScience Research, http://sugarscience.ucsf.edu/ latest-sugarscience-research.html#. W8x4LxNKh8c National Center for Chronic Disease Prevention and Health Promotion, Poor Nutrition, https://www.cdc.gov/ chronicdisease/resources/publications/ factsheets/nutrition.htm Protein Challenge 2040, https://www. forumforthefuture.org/proteinchallenge Bill & Melinda Gates Foundation, (2018), Good food is good business: opportunities driving the future of affordable nutrition, Institute for the Future (IFTF). CookingMatters, APCO insights, ConAgra Foods Foundation, It’s Dinnertime: A Report on Low-Income Families’ Efforts to Plan, Shop for and Cook Healthy Meals, (2012). http:// cookingmatters.org/sites/default/files/ pdf/ITSDINNERTIME-report.pdf Healthy Eating | SF Gate, The Eating Habits of Low-Income Populations. https://healthyeating.sfgate.com/ many-calories-should-averageteenager-eat-per-day-3718.html EpiAgri, European Commission, Innovation in short food supply chains: Creating value together, (2019), https://

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ec.europa.eu/eip/agriculture/sites/ agri-eip/files/eip-agri_brochure_short_ food_supply_chains_2019_en_web.pdf National Academies of Sciences, Engineering, and Medicine. (2020), Innovations in the food system: Exploring the future of food: Proceedings of a workshop. Washington, DC: The National Academies Press. https://doi. org/10.17226/25523. American Farmland Trust, (2012), California Agricultural Vision: From Strategies to Results. https://www. cdfa.ca.gov/agvision/docs/Ag_Vision_ Progress_Report.pdf Guido Barilla, Dacian Ciolos, Danielle Nirenberg, Gabriele Riccardi, Riccardo Valentini, Alex Renton, Enrico Crippa, (2013), Food and the environment: diets that are healthy for people and for the planet, Barilla Center for Food & Nutrition. BCFN, (2011), New Models for sustainable agriculture, Codice Edizioni. Sara Murray (The EconomistIntelligence Unit), (2018), Fixing foods 2018: best practices towards the sustainable development goals, BCFN. Centre for Non-Traditional Security Studies, (2011) Mind The Gap: Reducing Waste And Losses In The Food Supply Chain.

Parfitt J., M. Barthel and S. Macnaughton (2010), Food waste within food supply chains: quantification and potential for change to 2050, The royal society.

Anna Vlasits, (2016), The growing diet divide between rich and poor in America, STAT. https://www.statnews.com/2016/06/21/ growing-diet-divide/

Global Alliance for Improved Nutrition, Making markets work, https://www. gainhealth.org/impact/programmes/ making-markets-work

Drewnowski, A., & Eichelsdoerfer, P. (2010). Can Low-Income Americans Afford a Healthy Diet?. Nutrition today, 44(6), 246–249. https://doi.org/10.1097/ NT.0b013e3181c29f79

Sam PK Collins, (2015), How To Create A Policy That Might Actually Convince People To Eat Healthier, ThinkProgress. https://archive.thinkprogress.org/ how-to-create-a-policy-that-mightactually-convince-people-to-eathealthier-ea784078d7a4/ Melissa Patrick of Kentucky Health News, (2020), Study shows nutrition education for low-income people in Southeast states resulted in healthier diets and better budgeting, Hoptown Chronicle. https://hoptownchronicle.org/ study-shows-nutrition-educationfor-low-income-people-in-southeaststates-resulted-in-healthier-diets-andbetter-budgeting/ Nicole Duncan, (2019), Fast Food’s Complicated History with Lower-Income Consumers, QSR. https://www.qsrmagazine.com/ marketing-promotions/fast-foodscomplicated-history-lower-incomeconsumers

Isabel V. Sawhill and Quentin Karpilow, (2013), Strategies for Assisting LowIncome Families, The Social Genome Project. https://www.brookings.edu/research/ strategies-for-assisting-low-incomefamilies/ Los Angeles Food Policy Council, (2020), 2020 Food System Dashboard. Culumbus Health Department, (2005), Improving Access to Healthy Food: a community planning tool. U.S. Department of Agriculture, (2020), My Plate. https://www.myplate.gov/eat-healthy/ what-is-myplate

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