Switching Puerto Rico towards a Sustainable Food Chain
2MA Final Project : Prof. Verena Paepcke + Scott Boylston : Yahayra Rosario-Cora : SP + SU -2011
1
Design Management MA Final Project
Enable Puerto Rico’s Society to be self-sufficient...
Working from Savannah, GA
2
Context Background Just look... Territory XX Context 35
XXX 100
Island in the Caribbean 100 miles x 35
miles
Puerto Rico is a self-governing commonwealth in association with the United States 2010
3,808,610 population 63%
1960 3
2,400,000 population
USA Puerto Rico
Context Background Cultural Pride Territory XX Context
Building Development
Tourism
XXX Global + Local Image Cultural Identity Social perception Behaviors
Natural Resources
100mi x 35mi
Sports
Values
Intramodal Transportation Systems + Infrastructure 4
Cultural Patrimony
Arts Performers
PUERTO RICO
DOES IT BETTER
Technology Micro-Enterprises
But...
Today, Puerto Rico’s society has an overwhelming dependence on U.S. imports
5
Today
Wicked Problem Today
35% to46% 46% 35% to
Territory XX Context 35
of of the thepopulation population receives Aids receivesWelfare Federal Funds
XXX
$
100 Island in the Caribbean 100 miles x 35
miles
Puerto Rico is a self-governing commonwealth in association with the United States 2010
3,808,610 population 63%
1960 6
Access to
products Access Products
2,400,000 population
ed in terms of nutrition
85%85% toto90% 90% Food Products are IMPORTED Food Products are IMPORTED
+ Campaign during mid 1990’s devalued the market of local food + Campaign during mid 1990’s devalued products local food products market
Social sector
with Social sectorhigh with % highof % health issues and health issues and it is the on less educated less educatin terms of nutrition
Non Fresh -- Non Fresh Cheap -- Cheap
- USA -regulates USA regulatesprices prices
- Prices of P.R. food products aren’t
competitive - Prices of P.R. food product aren’t competitive
How we got there?
Since the late 1930’s the Puerto Rican and US governments have encouraged industrial development at the expense of agricultural development and have perpetuated the idea the agricultural land use represents underdevelopment.
7
Insight
XX
UNDERDEVELOPMENT
Agriculture
PROGRESS
Industrialization
8
Insight
As a consequence of the government’s stance on agricultural development, agricultural jobs are viewed by society as low-paying, dirty, thankless jobs that are better filled by immigrants. 9
Puerto Rico’s agricultural production imbalance is unsustainable but can be improved by teaching local communities agricultural skills that have been lost in recent years and by providing economic incentives to create community farms. 10
What?
Wicked Solution Future XX Scenarios WORST XXX
BEST
Just imagine that...
Enable Puerto Rico society be self-suficient...
USA takes away Wellfare Aid
Safe Food Chain
A natural catastrophe occurs and there doesn’t exist any opportunity to import products to the Island Oil crisis...
11
Small Urban/Suburban Sustainable Farms for Enable individuals in low-income communities to be self-sufficient
How?
Defining
O
pportunities
12
O1
Create a crossdisciplinary group composed of agronomists, engineers, sociologists, educators and designers. The idea of creating a crossdisciplinary group is to link existing efforts and/ or positive deviance to develop a humancentered approach in order to re-signify the agricultural economy on the Island.
O2
Use academia in order to expose the students to real issues in a community, such as perceptions, behaviors and policies.
O3
Include designers to assign value to their skills with the intent of inspiring [using existing models], motivating [envision the future] and empowering [hands-on] communities to switch toward a sustainable model in Puerto Rico, and also justify the idea of it
Why include designers? Existing relation between designers and other disciplines in Puerto Rico DESIGNERS
ACADEMIAS
OTHER DISCIPLINES
CORPORATIONS
Metropolitan Center
Social Science
Social Science
South
Political Science
Political Science
East
Technological Scientist
Technological Scientist
North
Agrionomists
Agrionomists
Public Private
West
Engineers
Engineers
Designers
Designers
“Enhance social innovation, and steer it towards more sustainables ways of life� [Enzio Manzini]
Get information through campaigns Difficult to assimilate
Community 13
ECOTourism
Empower communites Community through Movie performance
Organization + Community Participation
ARCH LAB
Link + Exposing local & creative communities
Existing relationships between Organizations and low-income communites in Puerto Rico
RUM:: Education through handsAgriculture on, but is invisible for the culture UPR::Empower communities through improvement of infrastructure
Empower communites through performance
Working inside communities
Public System breaking classroom walls RUM Agriculture Livestoke Engineer
ECOTourism Community Movie Organization + Community Participation + Cross-Disciplinary
Link + Exposing local & creative communities
Agriculture
UPR Architecture Law Sociology Media
14
Opportunity to create a workshop to bring a low-income community, Puerto Rican designers and experts from a wide range of fields together to develop solutions
ARCH LAB
UPR::Empower communities through improvement
RUM:: Education through hands-on, switch to invisible for the culture
Workshop
XX XXX
Understanding young Puerto Rican designers perceptions
15
Workshop
with Young Puerto Rican designers at SCAD Exposing the problem Creating future scnenarios for Puerto Rico’s society What if...?
16
Creating awareness
Workshop
Community Farmers Market
Young Puerto Rican designers at SCAD
Outcomes...
Tomato
Pedro
Lettuce
Ana
Corn
Petra
Beans
Cheo
Strategy 2 The members of the community develop a specific food product which can be sold or traded in the Community Farmers Market Low-income community members
Bag with seeds
Strategy 1 The cross-disciplinary group gives bags with seeds to each family of the community.
Strategy 3 Re-signify the truck that is used to sell local food products street by street in different sectors. The truck changes locations daily to sell fresh local products. 17
2
Design for Sustainability Final Project
Make the IDEA Meaningful for Puerto Rico’s Society!!!
Working from Puerto Rico
18
Turning insights into opportunities
XX
Opportunity to generate awareness for the potential of local production by promoting the use of resources in a sustainable manner, the economic and health benefits of exploiting things in one’s own backyard, and the culture of ownership and taste
19
How?
Promote sustainability in Puerto Rico’s society...
Taking XX
Action
Going into XXX the field Developing workshops Let’s Move Boricua “No more politics, no more critics, we are looking for SOLUTIONS...”
Consumerist Society
Departamento de la Comida, Puerto Rico
Productive Society
Understanding
20
Perceptions
Work the land = under development
Values
Foreign products are better
Behavior
Comfort Zone!
Road Trip!!!
Building my kNOWledge...
XX Uncovered NEED Problem making XXX the idea relevant to others
Micro-sphere Students Parents
Others
Understanding Puerto Rico’s Social, Cultural + Economic Context 21
University of Puerto RicoMayagĂźez Campus
School Components
Laura Mercado Public School, New School Specialiced in Agro-Egrocology
Rosario Community
Understanding
Why the dislocation?
XX the NEED? Why Interviews XXX outcome
Macro-sphere “High % of individuals with low-income don’t see the need of work to get money...”
Low-Income
Towns + Agriculture/ Rural Areas
Government
High dependance of Welfare Aids
Understanding Puerto Rico’s Social, Cultural + Economic Context 22
Consumerist Society
Agriculture = Underdevelopment
Not educated Lack of work ethics
Lazy
Keep a political carreer means have a sector in inertia
4 generations under welfare aids
Value more foreign products
How make it meaningful?
Isn’t set the rules from the top to the bottom...
Build knowledge Citizen participation
Design Thinking Cross-Disciplinary Human-Centered Approach Designers [+]
Designers facilitator of ideas
Enhance Context Identity Sustainability Social Innovation
Ideation Shape future environment 23
Community Community
Perceptions Behavior Values
Social + Economic NEED
Encouraging Citizen Participation Workshops
XX Ideation Process DesignXXX Thinking + Social Innovation
Focus on HumanCentered Approach
24
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
Macro-Visions
Workshops / Trial Version [+]
Shake the Base XX Showcase for Host XXX your backyard Appeals to emotions Six Hat Methodology by Edward de Bono
Idea:
Devil’s Advocate
Thinker
Emotional
Factor/ Information
Creative
Optimistic
Asign roles to address the discusion
25
Macro-Visions
Workshops / Trial Version [+]
Shake the Base XX Solutions XXXto prepare our future generation to be self-sufficent and have a sustainable socio-economy. Trial of idea host your own backyard
26
Macro-Visions: Outcomes Workshops / Trial Version [+]
Shake the Base XX Solutions XXXto prepare our future generation to be self-sufficent and have a sustainable socio-economy. Health + Nutrition + $ Benefits
Reframe School Food System Brand Local Food Products [Cool] Grad Students have to go out
Relations + $ Benefits
Host your backyard Grow it by your own
Work=Food [CSF]
Common land, demonstration, education, hands-on
Formalize Cycle
Production, Promotion and Market Protects land, offers incentives, 27
EDUCATION Family Values
Sense of Community Policies
Micro-Visions Workshop Ideas Pilot Model In XX Puerto Rico MISSIONXXX Grow food, educate and help Rosario community students and members meet their future food and socio-economy needs.
Make it meaninful for School members, Rosario community members and others... 28
Laura Mercado Public School, New School Specialiced in Agro-Egrocology
Micro-Visions Workshop Ideas Pilot Model In XX Puerto Rico Integrate XXX
Students Parents
Others
University of Puerto RicoMayag端ez Campus 29
School Components
Laura Mercado Public School, New School Specialiced in Agro-Egrocology
Rosario Community
Micro-Visions Purpose
1
Clarify the message
3 Workshops Focus:
School Components
School semantics School Curriculum Brand local food products Transparency Collaboration
30
Change or shape their future environment
3
Laura Mercado Public School, New School Specialiced in Agro-Egrocology Student’s Parents + Community
Students
2
Motivate
Let’s Move Boricua Workshops
XX
Plan [+]
Teachers
XXX
Workshop Micro Visions
B
Students
Students Workshop
Modified Students Workshop
Emerged workshops 31
Emergent Students Workshop
1
2 3
Community Workshops Showcase + Community Forum
Workshop Micro Visions
X
C
Let’s Move Boricua
Graphics for XXWorkshops XXX
Teachers
Students
1
2 3
PANAS
AGUACATES
PLATANOS
GALLINA
LECHON
VACA
LECHUGA
MANGOS
CHINAS
YAUTIAS
GUINEOS
CAFE
Community 32
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Teachers
Director
Secretary
Activate XXX Memories Brainstorm Direct
Laura Mercado Public School, New School Specialiced in Agro-Egrocology
Motivate Brand
Others
Teachers
Janitors Lunch Ladies
33
Director Assistant
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Teachers
XXX Six Hat Methodology
Devil’s Advocate
Thinker
Emotional
Factor/ Information
Creative
Optimistic
Asign roles to address the discusion
Use of Community Based Marketing Show the following... Idea/ Benefit/ Barrier
34
What you would do... to intagrate Rosario’s community, the school members and your materia to the efforts of specializing the school in Agro-Ecology?
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Teachers
XXX Use of Community Base Marketing Show the following... Idea/ Benefit/ Barrier
IDEA
35
BENEFIT
BARRIER
Assign Homework Ideal fruit
Student learns about farming
Parent support & Student interest
Use products in the school from the farm
School saves money Use of fresh products
Student support
Organization & Subdivision
Decrease Barriers
Need leaders
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Teachers Activate XXX Memories Brainstorm Direct Motivate Brand “I thought that the school’s new focus will eliminate my course, but now I understand that it is necessary too... I can include in the nursing course the use of natural plants as medicine... we could create a garden to nurture the idea and teach the students how to use it...” [Mirna Rivera, Nursing Course] “Now I don’t feel that this is only our responsibility...”
[Minerva Camacho, Agronomy Course]
36
“We developed new ideas to integrate our course to the new program of agro-ecology” [Various teachers not related to agriculture course]
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students
Seventh
Eight
Take XXX Action
Nine
Take it home Showcase
Laura Mercado Public School, New School Specialiced in Agro-Egrocology Twelve
37
Ten
Eleven
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...” Students XXCommunity
7th
8th
9th
10th
11th
12th
CriteriaXXX The has student to feet that he or she is part of the process... Please... Do not choose the students...
“ I will choose 2 students per grade for the workshop...”
School Director
38
Let’s Move Boricua
Idea to Address Students’ Workshop Students XXCommunity CriteriaXXX to choose the students for the workshop Let’s Move Boricua... has to be volunteer. Get as many students as I can... “They have to feel that they are part of the process...”
7th
8th
A2 B 2 A2 B 2
A2 B 2 A2 B 2
A2 B 2 A2 B 2
A2 B 2 A2 B 2
A2 B 2 A2 B 2
A2 B 2 A2 B 2
9th
10th
11th
12th
A3 B 3 A3 B 3
A2 B 2 A2 B 2
A3 B 3 A3 B 3
A3 B 3 A3 B 3
A3 B 3 A3 B 3
A2 B 2 A2 B 2
A3 B 3 A3 B 3
A3 B 3 A3 B 3
Room 1A 6 students
per grade for 12:40pm to 2:30pm
Room 1B 6 students
Room 2A 6 students
Room 2B 6 students
per grade for 2:30pm to 4:00pm
39
A2 B 2 A2 B 2
per grade for 12:40pm to 2:30pm
per grade for 2:30pm to 4:00pm
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...” Students XXCommunity The number XXX of students per grade that showed-up for the workshop were not according to my guidelines... At the beginning, only enough students showed up to create 4 groups with students from all grades... So... go with the flow...
“3 seconds zone.... RE-THINK & RE-FRAME...” 40
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...” Students XXCommunity
7th
8th
9th
10th
11th
12th
Strategy:XXX
Shift Classroom Dynamics
1
GALLINA
Team
41
2 PANAS
Team
3 LECHON
Team
4
Team
5 VACA
AGUACATES
Team
6
PLATANOS
Team
XX
Students
Students Workshop
42
1
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students
Modified Students Workshop
2
QUESTIONS;
1. Which places came to your mind when somebody said to you, let’s go to eat?
43
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students XXX
Modified Students Workshop
2
QUESTIONS;
2. What kind of Puerto Rican food places do you like to go to eat?
44
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students
Modified Students Workshop
45
2
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students XXX
Modified Students Workshop
2
Why??? Local Places
Local Food
Accessibility [$ and Placement] Wrong idea of good food… Local perceptions and values
46
Government Subsudize
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
Students
Modified Students Workshop
2
Let’s establish a fashion... The Outcome!
Twisting the idea... Social Networks
La Mancha de Plátano Lab Laura Mercado Public School, New School Specialiced in AgroEgrocology
Collaboration [Students, Teachers and Student’s parents]
Internal aspects of the school Host your backyard Challenges
Visit other schools National News
47
+
Tour
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students XXX
Emergent Students Workshop
48
3
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
XX
Students Take XXX Action Take it home Showcase
49
Community XX XXX Workshops Showcase + Community Forum
Workshop Micro Visions
50
X
C
Let’s Move Boricua The Event / Community Forum “Made in Puerto Rico by us, for you and the rest of the World”
Let’s Move Boricua
Community XX Spread the XXX Sustainable Virus Practice “Made by us for you”
Students Parents
Amplify Positive Deviance Facilitate visuals of best future scenarios for Puerto Rico’s socio-economy Transparency Round Table to integrate and facilitate collaboration 51
Others
University of Puerto RicoMayagüez Campus
School Components
Laura Mercado Public School, New School Specialiced in Agro-Egrocology
Rosario Community
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
Community XX Workshops Showcase + Community Forum
Workshop Micro Visions
52
X
C
Community XX Workshops Showcase + Community Forum
Workshop Micro Visions
53
X
C
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
Community XX Workshops Showcase + Community Forum
Workshop Micro Visions
54
X
C
Devil’s Advocate
Thinker
Emotional
Factor/ Information
Creative
Optimistic
Community XX Workshops Showcase + Community Forum
Workshop Micro Visions
55
X
C
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
Community XX Workshops Showcase + Community Forum
Workshop Micro Visions
56
X
C
QUESTIONS; 1. Which ones do you think are the needs of the new agro-ecology program? 2. What would you do to be integrated to the new program of agro-ecology? 3. Which do you think are the resources? 4. How would you be compromised with the new program?
Community XX XXX Workshops Showcase + Community Forum
Workshop Micro Visions
57
X
C
Let’s Move Boricua
“No more politics, no more critics, we are looking for SOLUTIONS...”
Community XX Spread the XXX Sustainable Virus
“Shaked the base...”
Practice “Made by us for you” Amplify Positive Deviance Facilitate visuals of best future scenarios for Puerto Rico’s socio-economy Transparency Round Table to integrate and facilitate collaboration 58
Because was
“Made in Puerto Rico by us, for you and the rest of the World”
Let’s Move Boricua
My tips / Personal Experience + Recomendations XXWorkshops XXX
Teachers
Students
1
2 3
Community 59
“Shake the base...”
Authority or structures of power always will be an issue... So, - Make clear your goal and explain why? - Be flexible, positive, and have always a back-up plan - Be a good host - Identify possible partners to help you during the process - Be on top of your agenda... do follow-ups... - Smile, be athletic and dynamic to motivate and inspire others to take action
I believe Puerto Rico’s sustainability problems are not unique and my ideas can be further developed and applied to many more communities around the world.
60
“Very good and transcendent for the times that we are living and the problems that we confront as society...” [Rafael Rosario, owner of Rafael Rosario & Associates] “We need more graduate students moving to action… is another way to take out the mental jam that our society has…” [PhD. Mundo Jimenez, Human Resources and Motivator] “Refreshing… another way of thinking of new strategies to fix our socio-economy mess…” [Nana, Manager] “I love it!... let me know how can I help you for the final event…” [Irma Pagan, Lawyer of Environment Department]
“DESIGN KNOWLEDGE IS POWER” 2MA Final Project : Prof. Verena Paepcke + Scott Boylston : Yahayra Rosario-Cora : SP + SU -2011
“Is the first time that I participated in a workshop… for me was interesting share knowledge and perspectives with people of different backgrounds…” [Aleja Martínez, retire sewer from Coach manufacture in New York] “This open my eyes to our socio-economy reality… I need do something now… like spend more money in local food products”[Marcia Rosario, Psychology Student] “Is true… we need to educate the present generation to create new behaviors and values for the next one…” [Ivan Romero, Ex-mayor of Culebra and economist] 61