Part 1_Switching Puerto Rico's society towards sustainable practices by Yahayra Rosario-Cora

Switching Puerto Rico towards a Sustainable Food Chain

MA Design Management Final Project : Prof. Verena Paepcke-Hjeltnes : Yahayra Rosario-Cora :: SP-2011

“Design Knowledge is Power...” Ashley Ciecka and Michael Jeter from the Academy of Art University, San Francisco” Inspiration for MA Design Management Final Project Design Ethos Conference 2010 Amplifying Communities by Cameron Tonkinwise [Parsons Lab] Project M John Belinjeng Enzio Manzini Project Habitat for humanity by Cameron Sinclair Professor of Sustainability at SCAD Scott Boylston Book Natural Capital Book Switch your organization

My Design Journey

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

A B

Index Project Brief

1 Stage2 Stage3 Stage4 C Stage5 Stage

Observations Understanding Socio-Economy Future Scenarios Identifying

Positive Deviance

Repackage References Yahayra Rosario-Cora

My Journey

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Project BRIEF

Yahayra Rosario-Cora

My Journey

BRIEF

Final Version

Day 18 05.30.2011

Project

SMALL

Urban/Suburban Sustainable Agriculture Program for Puerto Rico

1 8

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Introduction

“Puerto Rico moving toward Smart Growth” Since the 1990s, various organizations in Puerto Rico have researched the need for sustainable practices in the island and developed master plans to justify such practices to politicians and society. Agriculture is one of the areas that has been investigated to develop a sustainable model in Puerto Rico.. Currently, around 90% of Puerto Ricans’ food depends on imported products, which stresses the need to strengthen local agriculture. Studies have concluded that one of the ways to increase local production is by improving marketing strategies that promote local agriculture. However, most of the methodologies that have been developed to promote change in agricultural practices are not working. These methodologies are not inspiring many Puerto Ricans because the plans are based on statistics or financial goals that are not tangible to the general population. This project will address the challenging task of inspiring a society to renew their agricultural practices and change the perception that an increase in the agricultural practices translates into a lack of progress.

Problem The biggest problem for implementing a sustainable model for agriculture is that currently there are no incentives that motivate the Puerto Rican community to cultivate the land. One of the challenges is the public perception regarding agriculture: that it doesn’t represent progress. In addition, Puerto Rican designers, who are working within low-income communities to enable them to be more active in the society, are more focused on producing sustainable products and infrastructure rather than agriculture. Moreover, the designers on the Island do not seem to be working with other disciplines or joining organizations and, thus, their efforts are isolated.

Opportunity Statement A mixture of factors affecting Puerto Ricoâ&#x20AC;&#x2122;s economy highlight an opportunity to develop small urban/suburban farms and promote local products including: external and internal economic downturns, uncertainty regarding US federal funds for the Island and the dependence on imported food. The problem around the existing food supply in the Island is forcing the society to reframe and re-signify agricultural practices inside the Island. There exists the opportunity to create a cross-disciplinary group which links existing efforts, such as research and master plans, to create small commitments and identify positive examples, such as leaders and communities that can inspire and motivate others to take action. The cross-disciplinary group will include agronomists, engineers, sociologists, educators and designers that can formulate small proposals for sustainable agricultural practices and serve as elements of inspiration.

networks. Schools can be used to create gardening programs that involve parents and students, providing a educational cycle between parents, children, teachers, etc. In addition the farming program will make use of abandoned or empty sites located in urban and suburban areas to increase local food production. The Small Urban/Suburban Sustainable Farms will also encourage people to be active in their communities. The government may be able to fund these farms by investing a small percentage of the money that is used for assistance programs in community farms. Additionally, legislation could establish that in order to receive certain financial assistance from the government, people have to work in the farm and also participate in educational conferences.

The development of urban/suburban farms will provide the opportunity to enable low-income communities to be self-sufficient, promote local farm products, and grow markets through small commitments. Another advantage of the creation of Small Urban/Suburban Sustainable Farms is that it will provide a center of nutrition inside each public housing project and link communities through farmer markets and business networks. Schools can be used to create gardening programs Yahayra Rosario-Cora

My Journey

BRIEF

Final Version

Day 18

Objective

Project

05.30.2011

SMALL

Urban/Suburban Sustainable Agriculture Program for Puerto Rico

2 10

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Create a cross-disciplinary group

A Human-centered approach aims to understand perceptions, behaviors and social patterns of individuals in a community. The creation of a cross-disciplinary group will let participants share expertise to meet the urgent need for improving our existing food supply and address the need of enabling individuals to be self-sufficient. The cross-disciplinary group will include participation from individuals in the community. The interaction will expose existing perceptions regarding agriculture in a given region the local situation regarding economy and federal funds, and what it means for them be self sufficient. The strategy will be to Identify community leaders that facilitate a socio-economic understanding of a given community.

Inclusion of designers in the process of creating cross-disciplinary group

The inclusion of designers aims to assign value to their skills with the intent of inspiring [use existing models], motivating [envision the future] and empowering [hands-on] communities to move toward a sustainable model in Puerto Rico, and also justify the idea of it. The strategy will be the following: - Applying design thinking to link ideas, develop strategies, and plan execution of ideas - Applying social innovation to identify, motivate and extend existing positive examples - Creation of a cross-disciplinary group including designers as managers in the process of developing strategies to enable communities to be self-sufficient - Focus on a human-centered approach

Plant a seed to make a difference and do something right

The idea of planting a seed aims to expose the need to create small commitments to inspire participants in the communities. Additionally, the participation of individuals will allow them to take leadership of their own solutions to be self-sufficient. The strategy will be identifying individuals inside a community making a difference in a positive way.

Educational cycle

Educational cycle[workshops] to enable communities to be self-sufficient, and also have a long-term relationship with them. The educational cycle aspires to integrate organizations, government, educators, students, cross-disciplinary group members and communities. The plan is to use existing research and master plans in agriculture, urban renewal and the economy to educate, give hands-on training, demonstrate, and reach out.

“Amplify” a positive deviance

“Amplify” a positive deviance [i.e. Cameron Tokinwise] The idea is to to identify and use existing communities in Puerto Rico that are using sustainable methodologies as role models to enable individuals to be self-sufficient. As mentioned before, is necessary to identify, connect, promote, and diffuse the actions of existing communities that are doing the right thing. The strategy will be the following; - Use communities that are already organized and advocating for their rights - Use organizations that are empowering communities through agriculture - Use communication channels that are local and international, such as Univision & TeleMundo, existing local press that is advocating for communities with low income, environmental programs and newspapers - Creation of events to demonstrate the process of understanding social perceptions; expose benefits and barriers to the idea; and show how to enable communities; bring new people and business to the network; develop new entrepreneurs [“Creative agriculture”]

Make walls of academia permeable

Make walls of academia permeable [i.e. Scott Boylston]. The idea is to expose students from different backgrounds to real conditions, like social behaviors, perceptions and policy and involve them in the process of inspiring communities to be creative. The plan is to create a workshop to take students to communities and develop strategies to make the students understand that they are facilitators of ideas in the community .

Yahayra Rosario-Cora

My Journey

BRIEF

Final Version

Day 18

SCOPE

Project

Develop a document, which exposes the need for sustainable practices in the Puerto Rican society in a cohesive way. It has to create small commitments in order to enable individuals to be self-sufficient and move toward sustainable agricultural practices. The document will be shown to non-profit and for-profit organizations, academia, designers, community leaders, entrepreneurs, educators, agronomists, economists, politicians, and sociologist in Puerto Rico.

05.30.2011

SMALL

Urban/Suburban Sustainable Agriculture Program for Puerto Rico

3 12

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

In order to create small commitments to move toward sustainable practices, the project will be divided in two phases. The first phase is to conduct research and modeling strategies to enable individuals within low-income communities in Puerto Rico to be self-sufficient. The idea is to expose to potential key partners the need to develop small commitments as strategy to make them tangible to individuals in low income communities, as well as the idea to produce, promote and market local food products. Another aspect that will be addressed in the document is the need for creating a cross-disciplinary group to introduce small urban/suburban sustainable agriculture.

The second phase is to take action. The idea is to contact people in my network, visit projects that are working with low-income communities and prepare a workshop in a community with a cross-disciplinary group and students. The workshop will help me to better understand perceptions and behaviors, and expose the challenges and benefits associated with sustainable farms. Finally, create an event to show the results of the process and possible design ideas and strategies that could be used for the implementation project. After setting and starting to apply the design strategy for social innovation, the goal is to create a document to submit to Echoing Green to apply for funds. Echoing Green has awarded start-up capital to incredibly successful nonprofit organizations such as Teach for America, City Year, and the Freelancerâ&#x20AC;&#x2122;s Union

Deliverables Project Brief Visual The visual will contain a timeline with the evolution of Puerto Rican socio-economy since it became a Unite States territory. The visual will show the existing problem related to the unsustainable food supply and economy of Puerto Rico. Scenarios Create two future scenarios for Puerto Rican society in order to expose the need of movingg towards sustainable agriculture practices. One scenario will show what could happen to Puerto Rico if the socio-economic system continues as it is. The second scenario will show what could happen if Puerto Rican society decides to take action and move towards sustainable practices. Additionally, the second scenario will show what could happen if designers are part of a cross-disciplinary group, which intends to develop strategies to enable individuals of low income communities to be self-sufficient through the use of agriculture.

Mapping Create a map showing people that I know, potential people to contact and organizations that could be part of my network and/or crossdisciplinary group. Create a map showing existing non-profit organization in Puerto Rico working to enable communities to be self-sufficient. Business Canvas SWOT Analysis Channels to diffuse the idea Blog Create a â&#x20AC;&#x153;blogâ&#x20AC;? to expose the project value, ideas, strategies, and process of the project. Additionally, use the blog to have feedback and/or multiple perceptions. Workshop Develop a charrette with young designers from Puerto Rico studying in Savannah College of Art and Design in order to understand their perception about social innovation and their understanding of what it is to be a designer today. Project Timeline Pass it on document:: Process Book

Yahayra Rosario-Cora

My Journey

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Project TIMELINE

Yahayra Rosario-Cora

My Journey

WEEK 1

Working for Week 2

Process to Develop Project Idea Value Research Plan

Day 1 03.28

Day 2 03.30

Frame the Project

Day 3 04.04

Frame the Project [Share Back]

In Class:

Opportunity Statement Discussion of project topic

In Class:

Opportunity Statement Discussion of project topic

Day 4 04.06

Day 5 04.11

Day 6 04.13

Day 7 04.18

Day 8 04.20

Project

Present:

Star Project Brief

Present:

Star Project Brief Objective + Criteria

Objective + Criteria

Development

Development [Share Back]

Development

Market Definition + Strategy

Development [Share Back]

Market Definition + Strategy

Development

Value Proposition + Marketing Plan

Development [Share Back]

Concept + Marketing Plan [Start Video]

Worksheet Quarter Schedule Long mile :: Working on the brief Framing the project Organize ideas & Define the value

Starting poing to create a Business Canvas

Validate why do this? Re-analyzing the context Secondary Research Interviews + Readings Creation of cultural models Identify + Reconsider: 1. Real opportunites 2. Key Partners

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

[Caminante no hay camino se hace camino al andar] Interview Puertorrican Young Designers and contact people in Puerto Rico Create map to see possibilities of link Communities + Schools [Marketing Plan]

Day 9 04.25

Day 10 04.27

Project

Development

Present:

Source of Production + Capital

Day 11 05.02

Mid-term

Presentation Portfolio/ Video Project Brief

Day 12 05.04

Day 13 05.09

Day 14 05.11

Day 15 05.16

Project

Present:

Development

Mid Course Corrections

Development

Concept Map Review

Development

Development [Share Back]

Validation of Concept

Project

Day 16 05.18

Development of Implementation Plan

Strategy Adjustment

Project

Day 17 05.23

Development [Share Back]

Working Session

Submit Grad Show Poster

Day 18 05.25

Day 19 05.30

Project

Development [Share Back]

Day 20 06.01

Final Presentation

Final Doc. Package

Working Session

[Cont.Video]

Re-Package :: Project Corrections + Walking to Final

BLOG to share and expand the idea + bring people to action? [Definition of the project for next quarter]

Research Case Study

Final Presentation Grad Poster

Workshop with Puerto Rican students at SCAD

Get ready for finals

Yahayra Rosario-Cora

My Journey

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Project STAGES

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Project Symptom or Problem

Process after midterm presentation. Look and analyse case studies related to my project idea and review project ideas, value, problem, opportunites, objectives and others...

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Stage

Observations

Yahayra Rosario-Cora

My Journey

WEEK 1

Sharing Project Ideas

Puerto Rico Territorial Context Process to Develop Project Idea Value Research Plan Worksheet

USA

Quarter Schedule Puerto Rico

Territory and Political Status: Puerto Rico is a self-governing commonwealth in association with the United States, since 1948.

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

3,808,610 population

2010

35 miles

100 miles

63% Geography: Puerto Rico is an island located in the Caribbean. Its geography is 35 miles by 100 miles and it is the smallest and the most eastern island of the Greater Antilles. Products exported versus imported: At present Puerto Rico only produces around 16% of the foods that the population consumed. The other 90% of Puerto Ricans diet is imported.

1960

2,400,000 population

Population Compare with CENSUS 2008 decrease.... We have around 1,000 people per square mile.

Yahayra Rosario-Cora

My Journey

WEEK 1

Working for Week 2

Process to Develop Project Idea Value Research Plan Worksheet Quarter Schedule

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Idea

Value

This project will utilize design thinking and social innovation to create strategies to implement the concept of Small Urban/Suburban Sustainable Farms on the island of Puerto Rico. We will focus on disadvantaged communities to create social innovation in one of the population sectors that has depended on government assistance programs for generations.

Through the creation of Small Urban/ Suburban Sustainable Farms educate communities with â&#x20AC;&#x153;low incomeâ&#x20AC;? will be educated to manage and farm their own food. The farms will provide hands-on demonstrations, outreach, and technical assistance to cultivate vegetable crops while integrating the community into to the labor force. In addition, the proposed farming program will teach participants to live in a sustainable manner by growing, processing, marketing and distributing their own food.

[Design thinking + Social Innovation]

Around 46% of the population of Puerto Rico depends on the economic assistance from the United States of America government in order to survive. This sector of the population is inactive, does not contribute any work to society, and receives the worst education in terms of health and nutrition. Part of the problem is that the government does not provide any incentive to this dependent sector to be active and productive.. On the contrary, the government supports inactivity by offering more financial aid if people stay inactive in the society and ignorant (i.e. get low or no wages). Therefore, these communities need a program that encourages productivity and teaches skills that can be used for work in case these sectors loose economic assistance from the government.

The creation of community farms will also empower disadvantaged communities by educating participants to improve their physical and mental health and providing jobs

Other values... According to the National Sustainable Agriculture Information Service are the following: Growing Power Providing hands-on training, on-the-ground demonstration, outreach, and technical assistance through the development of Community Food Systems that help people grow, process, market, and distribute food in a sustainable manner. Just Food Fostering new marketing and food-growing opportunities that address the need of regional, rural family farms, and community gardeners..

35% to 46%

of the population of Puerto Rico depends on the economical benefits that the Government of United States of America offers

Yahayra Rosario-Cora

My Journey

WEEK 1

Sharing Project Ideas

Day 1 03.28.2011

Class Discussion

DESIGN THINKING Presentation of our topic or area of interest

1 26

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

SOCIAL INNOVATION

Just Ideas... What means social justice in XXI Century? The idea of social justice could be reframe...

I understand that Puerto Rico government disables communities to be self-sufficient throught the distribution of federal funds. Additionally, the government to support its ideas they creates and diffuse images that develop in a society unethical behaviours and a wrong idea of quality of life... Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

Today

05.26.2011

35% to 46% of the population receives Federal Funds

Access Products

$ Reorganizing Information and making infographics

85% to 90%

Food Products are IMPORTED

Social sector with high % health issues and less educated in terms of nutrition

- Non Fresh - Cheap

- USA regulates prices - Prices of P.R. food products arenâ&#x20AC;&#x2122;t competitive

Why do my peers and I in the middle class have to count and stretch money to buy food products? Why do we have financial problems but the government doesnâ&#x20AC;&#x2122;t help us? Why are we in a socio-economic limbo? 28

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Selected food products - Unhealthy - Imported + Cheap

GOVERNMENT

Middle Class Tax Payments

Low-

incom

e co

Cheap prices on imported products, US federal regulations and socio-cultural perception and values make local food products uncompetitive in the marketplace.

mmu nity Not a ctive in ou socio r -eco nomy

Individuals in low-income communites - High % of health problems [Obesity, Diabetes] - Less educated in nutrition

TADA!!! Moment

C M

Design Thinking + Social Innovation

To enable individuals in low-income communities be self-sufficient and provide a safe food chain for Puerto Rico Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Project Symptom or Problem

Process after midterm presentation. Look and analyse case studies related to my project idea and review project ideas, value, problem, opportunites, objectives and others...

Previews

View Working for Week 2

EXISTING PROBLEMS Currently there are no incentives that motivate the puertorrican community to cultivate the land. One of the problems is the public perception regarding agriculture due to the myth developed in 1950â&#x20AC;&#x2122;s indicating that agriculture didnâ&#x20AC;&#x2122;t represent progress. In addition, the government promotes an inactive behavior from people that use to collecting government aid by keeping them in a bubble of apparent comfort. It is an apparent comfort because people keep receiving more economical benefits if they stay under such conditions of government dependence and ignorance.

OPPORTUNITIES To Empower Communities Create new legislation to encourage people to be active in their communities by developing Community Sustainable Farms (CSF). A way of paying for the CSF would be through the government. Certain percentile of the money that the government gives to the dependent sector could be invested in community farms. Additionally, the government could make legislation establishing that in order to receive certain economical benefits from the government people have to work in the farm and also participate in educational conferences. The creation of CSF will provide a center of nutrition inside each public housing project and link communities through farmer markets and_ business networks. Schools can be used to create gardening programs to involve parents and students providing and education cycle between parents, children, professor, etc.

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Symptom Puerto Rico [P.R.] has an Associate Relationship with United States of America [USA

Socio-Economy Reality

“Social Justice” TNAF + PAN + Others Quality of life

ECOLOGY

Individual Benefits Low citizen participation Low % Local Products

USA

SOCIETY

Insecure FOOD CHAIN

Socio-Cultural Perceptions + Behavior

ECONOMY

P.R.

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Project Value

Process after midterm presentation. Look and analyse case studies related to my project idea and review project ideas, value, problem, opportunites, objectives and others...

Value Proposition We propose the development of a Small Urban/Suburban Farm Program for the island of Puerto Rico. This program will benefit nonprofit and for profit organizations whose intent is to switch towards a sustainable economy and society. The Small Urban/Suburban Farm Program will enable subjects with low income to become independent from government economic assistance, be self-sufficient and build self-esteem. The farming program will facilitate social innovation because it will enable interested parties to better understand socio-cultural perceptions, expose local barriers to proposed projects, assess benefits, uncover local solutions, build connections, and open networks to propose new ones. The Small Urban/Suburban Farm Plan will be accomplished through the creation of a cross-disciplinary group composed of existing organizations that have developed plans to move toward sustainable practices. However, the proposed plan will focus on a humancentered approach through the identification, connection, and extension of existing plans that aim to help develop local economies based on agriculture. Unlike social engineering projects, which try to imitate other cultural contexts, and big campaigns, which are not meaningful to the users, our Small Urban/Suburban Farm Program will offer solutions that are relevant to the unique socio-cultural context of Puerto

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

to the unique socio-cultural context of Puerto Rico and establish a platform for successful sustainable agricultural practices in the island.

Idea

Enable Puerto Rican society be self-sufficient

Values to

Pursue

Work for food and access to land We understand that social justice, socioeconomic considerations, food security, and community political involvement are reinforced when community members have access to land held in trust for the purpose of growing food.

Collaboration We value sharing local knowledge and experience, and promoting community dialogue. We aim to share power and resources with community members and partner organizations to foster healthy and powerful communities through collaboration.

Small urban/suburban sustainable farm We understand that generous amounts of inexpensive healthy food can and should be grown in and around the Island using simple technology and renewable resources. We value sustainable cultivating practices as fundamental to our responsible participation in the re-establishment of agriculture and preservation of our ecosystem.

Dynamic Governance We value self-governance structures and processes that are transparent, honest, diverse, respectful, and encourage community and stakeholders participation.

Hands-on training We value learning through growing food, [i.e. Case Study Common Good City a process based in sharing knowledge, Farm in Washington DC and Southside demonstration, observation, reflection, and action, that deepens our understanding of the Community Land Trust] world around us and strengthens our capacity for problem solving. Community/citizen participation We value individuals and organizations that work together to grow food and re-connect with the land; low-income communities and families

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Project Value

Process after midterm presentation. Look and analyse case studies related to my project idea and review project ideas, value, problem, opportunites, objectives and others...

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Mission

Vision

Use Small Urban/Suburban Farms to educate and enable low-income communities in Puerto Rico to reduce the high dependence on government economic assistance; and produce, promote and market local food products in order to improve the local economy and meet the nutritional needs of the community.

We aim to involve every Puerto Rican in the transition to change from a consumerist society to one with sustainable practices. We aim to include all social classes, professionals and nonprofessionals of our socio-cultural context in the process of reframing the existing unsustainable food supply, improve our local economy, and help disadvantaged communities. Function as a replicable model of a community-based urban food system that can be used in other islands and/or countries.

llaboration Co

MY NO

O EC

rm Pe

sign Think i ng

Value V1

[Continuos Share of Knowledge]

Small Urban/ Suburban SUSTAINABLE Farms

S OC IET Y

bility of the pro ce

ECOLOGY

De me fr a Re

USA

[Ethical Action]

Education

[Cross Boundaries]

[Community Involment + Emergent Structure + Design Structure]

P.R.

Enable Puerto Rican society be self-sufficient and less dependent on US federal funds and imported food products

First step is to encourage citizen participation in order to make meaningful the idea of safe food chain to Puerto Ricans. [Understand perceptions, behaviors and policy] Enable individuals in low-income communities to be self-sufficient.

V3 Function as replicable model for Puerto Rico and other countries. Yahayra Rosario-Cora

My Journey

WEEK 1

Working for Week 2

Process to Develop

Research methodology_ Secondary Research Create the logistics to empower the societal sector that has a high economic dependence on the government

Project Idea Value Research Plan Worksheet Quarter Schedule

MA FINAL PROJECT PART I

Design Management

Identify communities in the Island that are doing well or using the idea of â&#x20AC;&#x153;sustainable community farmsâ&#x20AC;? Identify groups that are already working with those communities Identify academic programs that are involved or work with the communities [n/a designer as facilitator] Identify existing small projects or products that could be applied in those communities [example green window] Identify what kind of farm products could be developed locally [understand seasons] Understand problems with existing farmers markets on the Island_ How can we promote the use of local goods? [Sale of local products]

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Category Social

Considerations Community Acceptance + Commitment

Education

Academias involment + support Demonstration Facilitators

Political

Political Support Public Support

Economy

Benefits Cost of action or investment Outside Funding [if is requeres] Posible Profit

Environment

Consider comunity environmental goal or involvement

Technological

Subject to type of solution [Long, mid, short term]

Administrative Legal

Research Plan Defining the need + opportunities Secondary Research [Policy + Perceptions] Interviews - Puertorrican Young Designers - Professional Designers - Educators - People working on change Puerto Rico to a sustainable model - People working on low income communites - People receiving benefits from the goverment - People working on agriculture Context [What had been done?] - Identify communities that starting to empower their residents [Positive deviance] - Identify organizations [profit + non-profits] working on those communities - Identify foreing organizations that want invest [key partners] - Identify potential areas to implement the idea Readings Web-Search

Find + Manage Fundings

Authority Action support by legislation [subject to legal challenge] Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.02.2011 05.28.2011

History

Analyzing the history of Puerto Rico; and studying the existing investigations that legitimate the idea of changing Puerto Ricoâ&#x20AC;&#x2122;s socio-economy toward sustainable practices; local news about politics, economy and social perceptions about low-income communites; and policies and requirements to get government benefits.

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Secondary Research + Interviews

Stage

Understanding Socio-Economy

Yahayra Rosario-Cora

My Journey

WEEK 1 to 10 Sharing Project Ideas

Day 1+ 03.28.2011

Secondary Research

Analyzing history of Puerto Rico; existing investigations, that legitimate the idea to change Puerto Rico socio-economy toward sustainable practices; local news about politics, economy and social perceptions about low-income cmmunites; and policies and requirements to get government benefits.

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Understanding Puerto Ricoâ&#x20AC;&#x2122;s context

Yahayra Rosario-Cora

My Journey

WEEK 1 to 5 Day 1+

Framing the Problem

Analysis Process

USA

Puerto Rico

“More than 50 countries import food products to Puerto Rico. Those food products arrive to Puerto Rico from 4 ports in New Jersey, Florida and Texas, they are carried by four shipping companies, which use only one port to get into Puerto Rico.”

Today, around 85% to 90% of Puerto Ricans’ food products are imported to to the Island. Around 76% of the food is produced in US and imported to Puerto Rico from the Jacksonville port in Florida Only 16% of the products are developed on the Island

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

“s of

ocia

Analysis of socio-economy of existing relationship between government and individuals in low-income communites

l justice”

High % Unactive

to 35 %

uip me D [Pu Co iet nt bl i +C mo cS d om i ch tie fo oo s rt ls + Pu bl i cC oll eg e]

46 %

Be ne fits

in t er Hig m hd s e p Un ed e Soc ioC

“Low Income” Sector EL MANTENGO

]

uc at ion

Ut ilie s+

rec tio na l

o riti

Un i di

n io at

Po liti c

Le gi

Since the 1930s, Puerto Rico has had a political system in which the government uses a percentage of external funds to help individuals that live in “disadvantaged conditions” in its society.

Ho us ing +

mical aspect ono s [ p -ec ar e gover m ti c cio on th en ip so nce ms of he t a of in ter a l th nd ed +n at ereotyp uc a l St e tur ul

Government System

External Fundi ng s rder to fulfill the no i i m n m n r e e v nt A ag tio G or g rested in m enc in sla e t n i ain i ns ia Political Pa t r ti

y ar olitical ca eir p ree es n th r ai 3] [ s e

Around 36% to 46% of the population of Puerto Rico depends on the economical benefits that the government of United States offers to the Island. Yahayra Rosario-Cora

My Journey

WEEK 2 & 6+ Repackaging Ideas

Day

05.02.2011 05.28.2011

History

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

How we got there?

Yahayra Rosario-Cora

My Journey

WEEK 2

Working for Week 3

Visualising the Problem

Politicians as drivers of an unsustainable idea of “wellbeing”

Unethical representation of progress: Puerto Rico + Expansion Model

Social Aspects

Social and economical equity

Politicians, Privates Corporations, & Markets Designers + Advertisement

“PROGRESS” is equal to industrialization... “UNDEVELOPMENT” is equal to agricultural economy base...

[Puerto Rico goverment & leaders during 1950’s]

“Pan, Tierra & Libertad”

“Operación Manos la Obra”

Individual Benefits

Collective Benefits

[Bread, Land & Freedom]

[Operation Bootstrap]

Devaluation of land Dependance of commerce = High imports products 1950’s started massive movement of families from rural to urban area looking for the “new” imaginary of quality of life”

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

1950’s Politicians & Leaders conveyed the imaginary of

“PROGRESS” as industrialization...

“UNDEVELOPMENT” was associated to an agricultural economy base...

“Sustainability is politics, not a cheap one...”

[Cameron Tonkinwise in Designethos conference] Yahayra Rosario-Cora

My Journey

WEEK 2

Working for Week 3

Visualising the Problem

Introduction of the idea of “Social Justice” and the Decline of Local Food Products

Timeline Exportation of principal agro industry_sugar

Imported food products Local food products Federal funds assigned Aprox. Federal Funds assigned

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

During the 1930s an investigation in P.R. determined that a high percentile of people didn’t own a portion of land to cultivate and lived under poor quality of life conditions

Puerto Rico Socio-Economy TIMELINE 1900

1910

1920

Socio-economical problem in P.R._the land that could be farmed is owned by sugar corporations, the profit is in foreign hands

1930

1940

Worldwide economy recession

1950

Framing socioeconomy of P.R.

1960

1970

Introduction of strategies to develop the economy of P.R. based on manufacture.

1980

1990

2000

2010

P.R. has had multiple economic recessions as a consequence of external factors like high petrolum prices and the secondary interests of each political party in power

100% 90% 80%

‘30

70% 60%

Boom & Decline of sugar cane industry low market prices, high cost to transport, low labor forces, others

50% 40% 30% 20% 10%

+PAN Principal Agro Industry::1.Sugar, 2. Coffee, 3. Tobacco / Secondary:Vegetables, lifestock , fish

+TNAF

Surviving secondary agro industry:Vegetables, lifestock , fish, but with low support of the government and culture to produce it

Proposal of “Plan Chardon” failed. US invested to improve train infrastructure in P.R.

1898 Puerto Rico new territory of US

Campaign to get “Social Justice” for lower & worker classes in the Island “Pan, Tierra & Libertad” 1919 US started to offer to P.R. Federal Funds

1933 US Federal Funds for P.R.:: “new deal” to reshape economy

1947 P.R. commowealth relationship with US + “Operacion manos a la obra”

1943 Introduction of federal funds for women with children + Social Security Act for workers

1935 Feminism Movement in P.R. + Introduction of social workers [Dorothy D. Bourne] 1941 Reforma Agraria Land=life + Liberty

Light Industry::Needle industry

Investigations exposed the need to develop & market local food products in P.R.

Mid 1990s Massive campaign to promote and distribute imported products 1975 US extended to P.R. the federal program of food stamps Heavy Industry:: Petrochemicals 1976 To bring new industries to P.R. the goverment approved Section 936

1996 Reframed Federal Funds for low income communities 2000s Campaigns to produce, promote & distribute local products

1997 Section 936 was canceled

Technology Industry:: Electronics, chemistry, science, pharmacy

Yahayra Rosario-Cora

My Journey

WEEK 4+

Sharing Project Ideas

Day 8+ Class Discussion

Socio-cultral perceptions and values aout local food products

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

The campaigns aimed at promoting local food products are unrealistic because the high prices of local food products make it unaccessible and intangible to individuals in low-income communites. To them, this blocks the idea of switching towards sustainable food practices.

TODAY... Campaigns to promote local food products in Puerto Rico

â&#x20AC;&#x153;The space developed and promoted to switch Puerto Rico towards sustainable food practices are not parallel with the discourse...â&#x20AC;? [Puerto Rican Architect Hialible Mateo] Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.02.2011 05.28.2011

History

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Project

BRIEF

Uncovered Need Intersection = Symptom

Safe food chain for Puerto Rico

Sustainable farm for Puerto Rico Enable individuals in low-income communities be self-sufficient

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.02.2011 05.28.2011

History

Prof. Verena Paepcke Hjeltness

High % Unactive

in t er Hig m hd s ep e

Un ed Soc ioC

“Low Income” Sector EL MANTENGO

MA Final Project

Un idi rec tio na + Ut l Be ilie ne s+ fits Eq uip me Die nt t Co + Co mo mf c Sc dit ort ies ho ols + Pu bli c Co lle ge ]

ing

[Pu bli

sla

Le gi

DMGT-748 Design Management

Po liti c

uc at ion

Puerto Rico

Ho us

ical aspec ts [ onom pa -ec rtic cio e on the goverme nt ip so c of dan d in terms of hea lth n e at ereotyp uc a l St e tur ul

USA

Government System

] on ati

External Fundin gs rder to fulfill the no ni vernment A ima tio g Gor g rested in m enc in inte ain i ns ia Political Pa t rt

l justice” ocia f “s yo ar olitical ca eir p re e es n th r ai 3] s[ ie

P1 + P2 = NEED

Hands-on Education

SAFE FOOD CHAIN

Re-signify idea of agriculture Produce Promote Market

Citizen Participation be active in a socio-economic Specific Need system Small commitment Work for food

Education about health and nutrition

ENABLE Individuals in Low income communities be self sufficient

MAKE TANGIBLE TO PUERTO RICAN SOCIETY THE NEED OF SWITCH TOWARD SUSTAINABLE FOOD PRACTICES

Local Food Product Enable Puerto Rico be self-sufficient Provide safe food chain

SAFE FOOD CHAIN

Increase local economy Healthy kids, healthy communities Work for food Produce, promote & market local products Enable low-income communities be self sufficient

ENABLE Individuals in Low income communities be self sufficient

Low-Income Communites

Yahayra Rosario-Cora

My Journey

WEEK 3 & 6+ Day 6+ Scenario Planning

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Stage

Future Scenarios

Yahayra Rosario-Cora

My Journey

WEEK 3 & 6+ Day 6+ Scenario Planning

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Understanding + Innerscopping Trends

Forces + Drivers [Macro + Micro/External + Internal]

Looking at scenarios Worst_”Hay Bendito”

Best_ Hecho en Puerto Rico por ti, para ti y para el Mundo”

STEEP

Worst

Best Inluence Diagram [FLOW]

Finding Patterns

[Perceptions, Values, Behaviour]

Uncertainty + Threats Workshop

[2x2 Axis]

Assigning Names [ARTIFACTS]

Qualifying + Defining Quadrants

[Puerto Rican Young Designers at SCAD]

Mindmapping

Overarching Themes Education Education + Nutrition Economy Politics Socio-Culture

Story Board

Chosen Media + Message

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 1 03.28.2011

Scenario Planning

Trends External

Internal

The continuing rise of oil prices.

The island of Puerto Rico measures 35 miles by 100 miles.

Economic decline of USA creates uncertainty about the cut of federal funds that the United States government offers to Puerto Ricoâ&#x20AC;&#x2122;s society.

Developing Axis 2 x 2

1 60

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Climate Change agriculture industries.

constantly

threatens

Corn industry in US produces high percentage of corn-based products. The high production of corn-based products lets food corporations establish low prices in the market. Scientific studies show that corn-based product cause a lot of health problems. However, the low prices of such products are accessible for subjects who use Government coupons to purchase groceries.

The population in Puerto Rico counted during the CENSUS 2010 was 3,808,610. The population in the territory is around 1,000 people per square mile. The population counted during the CENSUS 2010 compared to the population counted during the CENSUS 2000 reflected that the population downsize around 300,000. Today around 90% of the Puerto Rican diet is from imported products, with 76% coming from the US. Puerto Rico doesnâ&#x20AC;&#x2122;t have the capability to store imported food. Socio-economically around 35% to 46% of the population is dependant on federal funds to live and purchase their food. Internal economic pressure is causing a Brain Drain to USA Agriculture industry in the Island only produces 16% of food; the agronomists argue that they could develop 60%.

Forces + Drivers

Uncertainties + Threats

Internal

Agronomist Gregorio Rivera argued that the island uses 113.000 hectares to agriculture; to sustain the island it needs 335.000.

Politicians promoting the use of federal funds to keep the “sleeping beauty” culture in order to maintain their political career

There exists the threat that a natural catastrophe could shut down the port that transports 76% of the Puerto Rican food from United States

The Island doesn’t have enough land for cattleraising and livestock.

Citizens strike when government and organizations try to apply social-economical and environmental benefits without including citizen participation. The action is considered an imposition or social engineered construct

The continuing rise in oil prices will continue affecting the price of food products that are imported to Puerto Rico, but if the internal economic deficit in the Island is prolonged, individuals with low income could become selfsufficient and change their food habits.

Local Government promotes diet based on corn products Puerto Ricans imitate and assign to other countries more meaning to external image, life style, and diet. Internal economic pressure is causing a Brain Drain to USA

“Culture difficult to accomplish” Government and a high percentile of the society doesn’t support an economy based on agriculure because of the myth that agriculture represents un-development and explotaition of lower classes [worker] Socio-culture that constantly devalues local production because they glorify the image of American culture as “salvador de los pobres” ... economic benefits... facilitation of industrialization and creation of jobs...

There exists the threat that United States economic pressure could cause a cut in federal funds offered to the Island of Puerto Rico. What kinds of consequences will this have on the Island if Federal Funds get cut? How will the Puerto Rico’s common wealth relationship with USA play out in five to ten years? Puerto Rican government will allow farmers to develop the 60% of the food products that are necessary to sustain its inhabitants. Capability to re-assign meaning to traditional diet or twist a diet based on meat to one based on fish, viands and vegetables

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 6 +

URBAN

Scenario Planning

Sustainable agricultural practices and markets are “crafted”

Imitation of external image, sustainable practices

High % is touch by “American Glory”

Incentives to bring foreing investment

Promotion of urban renewal

Shut-down local voice

Contraposition of ideal and no ideal image of the Island

Sale of aesthetic and progress image of the Island

Developing Axis 2 x 2 LOCAL

NON-LOCAL Invisible sustainable practices and markets

Travel to rural to urban area to get product

Matain traditional practices

Aspiration

low % is touch by “American Glory”

Killing traditional practices

Menace by urban sprawl

Goverment promote as better

Low income communities “la barriada” unrecognize as part of the culture

Shut-down local image

Natural landscape promote as part of Puerto Rico global image

American Dream RURAL Traditional

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Bad Copy

I want that so bad

URBAN Un-educate about health and nutrition

Advocate for social inclusion Better infrastructure better life Middle class more active

â&#x20AC;&#x153;Truequeâ&#x20AC;?::Goverment benefits to shut-down initiatives

Rebels against the socio-political system

Easy to access by politicians:: easy to corrupt

Craft market:: sustainable practice focus on revenue

CITIZEN PARTICIPATION

CITIZEN WITHOUT VOICE Survivors

Local actions attrack presence of organizations

Unactive in social issues

Open to hear proposals

Development of backyard garden

Share practice and ideas

Forgotten by goverment

Advocate to protect natural resources Pride of their roots:: Eco-tourism to expose Bidirectional knowledge

We need action

I deserve it

Use your resources

Survivors

RURAL

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 6+

PROFIT

Scenario Planning

Sustain socio-economy system:: payment of taxes

government creates programs to enable subjects be independent

unprotected by goverment

Matain political careers

Looking for personal benefits

Keep blind the sector

Developing Axis 2 x 2 WORKERS

MANTENGO looking to empower communites new entrepreneurs local action

“hay bendito” need of empowerment Acts to move them to be part of the society Cycles of education

3 64

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Sandwich ham

Save my political career

Hope

“Hay bendito”

NON-PROFIT

AGRICULTURE ECONOMY Less scale

High scale

Local production, marker and economy

Capability to export Rotation system

Promotion of job for “low brain”

Foreign investors

Educational tool Hands-on training Thinking process:: increase social network HUMAN FORCE

Community involvement

MACHINE FORCE Exclusion or reduction of human labor

Production line Automatic action

Impersonal relation

a/c work creation social-economy networks relation of society and technologies extension of knowledge Hands-on

Save food chain

First dream

i Robot

INDUSTRIAL ECONOMY

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 6+

AGRICULTURE ECONOMY

Scenario Planning

Low incentives

Promote local product

Low protection of land

slow food system

High price local products

Interaction with communites to promote the idea

2 of 3 Parties Opinion affects the action

Creative agriculure

Developing Axis 2 x 2 GOVERMENT

ORGANIZATIONS Benefits for foreign agriculture industry

Donations money and material

alteration of genetics:: high production

Social & environmental act to support brand identity

support business

Lagard

INDUSTRIAL ECONOMY Progress

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

slow system

“HELP ME”

STRENGTHS Include design thinking in the process of identifyinh and incubating ideas for social innovation

OPPORTUNITIES

SWOT Analysis

External economic pressure increasing awareness for local and fresh products :: slow food movement

Development of small commitment wicked problem of imported product Citizen participation and enable people to be self-sufficient

non-profit organizations empowering communities

Link, promote and extend existing investigations and plans to resignfy agriculture in Puerto Rico Connect with existing efforts Acceptance of the idea to create a cross-disciplinary group

Perceptions about agriculture

Dependance on volunteer work

Low prices of unhealthy & non local products Easy access to other products Idea could be viewed as socially engineered

Strength

Opportunities

Weakness

Threats

Incentives for agriculure Community Acceptance Political parties THREATS Yahayra Rosario-Cora

My Journey

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

WORKSHOP

Yahayra Rosario-Cora

My Journey

WEEK 7+

Discussing Scenarios

Day

05.14.2011 05.28.2011

Workshops

Workshop with Puerto Rican students at SCAD

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Workshops with Young Puerto Rican Designers at SCAD 1+2

W2 Yahayra Rosario-Cora

My Journey

WEEK 7+

Discussing Scenarios

Day

05.14.2011 05.28.2011

Workshops

Workshop with Puerto Rican students at SCAD

1 72

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Worst Scenario “Hay Bendito”

Possible

Futures Scenarios for Puerto Rico Socio-Economy

The economic decline of the United States leads them to cut external liabilities. One of the actions is to take away the federal funds that the government of the United States offers to the Commonwealth of Puerto Rico since the late 1940’s. The United States government only provides the government of Puerto Rico 3 years to prepare 46% of the individuals within the lowincome communities to make a transition from being dependent on the federal funds to being self-sufficient. The action of removing federal funds and the continuing rise of oil prices affect the government and private entities that cannot afford the payment of the approximately 85% of nourishment products that are imported to the Island. The talk show “La Comay,” “Fuego Boricua,” and local newspapers, announce some actions people have posted on Facebook, individuals starting to express the symptoms of a possible collapse of the Puerto Rican society.

Worst Scenario “Hay Bendito”

Yahayra Rosario-Cora

My Journey

WEEK 7+

Discussing Scenarios

Day

05.14.2011 05.28.2011

Workshops

Workshop with Puerto Rican students at SCAD

2 74

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Best Scenario “Hecho en Puerto Rico, por ti, para ti y para el resto del Mundo”

“No more critics is time to look for real solutions, involve citizens and offer tangible tools to enable Puerto Rico’s society have a safe food chain and be selfsufficient...”

by Adrian Schwarch 19 years, Puerto Rican student in SCAD

A group of designers get together and create a cross-disciplinary alliance to develop strategies to enable Puerto Rico to be self-sufficient and have a safe food chain. The idea to make Puerto Rico self-sufficient will be initiated by developing Small Urban/Suburban Sustainable Farms. The concept consists of developing small commitments that will make tangible and meaningful the need of a safe food chain to the community. Additionally, the concept pursues interactions with members of the community in order to comprehend existing perceptions, behaviors and barriers to introduce the new ideas and design among the specific needs in a community. The first step is to identify a leader in a community, for example, Doña Carmen. She has made possible the access and introduction of these ideas into the community Esperanza and creates multiple workshops to have participation of members of the community. The interaction with members of the community leads them to know perceptions and barriers to introduce new strategies and design for the need. The first idea is successful and is adopted for other neighborhoods and municipalities. Then, the society of Puerto Rico establishes a safe food chain for Puerto Ricans, and a solid market for local food products. The slogan “Made in Puerto Rico by you, for you, and for the rest of the World…” is promoted within the markets,. Eventually, entrepreneurs will extend the food market to the Caribbean and the model of the Urban/Suburban Sustainable Farm will be adopted in other countries.

Best Scenario “Hecho en Puerto Rico, por ti, para ti y para el resto del Mundo”

Yahayra Rosario-Cora

My Journey

WEEK 7+

Discussing Scenarios

Day

05.14.2011 05.28.2011

Workshops Outcome Future Best Scenario

Workshops

Workshop with Puerto Rican students at SCAD

Low-income community members

Bag with seeds

Strategy 1 The cross-disciplinary group gives bags with seeds to each family of the community.

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Community Farmers Market

Tomato

Lettuce

Corn

Beans

Strategy 2 The members of the community develop a specific food product which can be sold or traded in the Community Farmers Market

Pedro

Ana

Petra

Cheo

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.

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Project Symptom or Problem

Process after midterm presentation. Look and analyze case studies related to my project idea and review project ideas, value, problems, opportunites, objectives and others...

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Interviews + Feedback of the idea

Stage

Identifying

Positive Deviances

Yahayra Rosario-Cora

My Journey

WEEK 2

Working for Week 3

Day 1 03.28.2011

Class Discussion

Who is doing the right thing? Puerto Rico

“Switching toward sustainable Agriculture Practices” Puerto Rico has 78 municipalities. Each municipality has a mayor with his or her committee ruling their territory portion.

Review of week 3 during week 5 to 6

I’m concious about the complexity behind our political system...

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

Adjuntas Aguada Aguadilla Aguas Buenas Aibonito Añasco Arecibo Arroyo Barceloneta Barranquitas Bayamón Cabo Rojo Caguas Camuy Canóvanas Carolina

17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38.

Cataño Cayey Ceiba Ciales Cidra Coamo Comerio Corozal Culebra Dorado Fajardo Florida Guánica Guayama Guayanilla Guaynabo Gurabo Hatillo Hormigueros Humacao Isabela Jayuya

39. Juana Díaz

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78.

Juncos Lajas Lares Las Marías Las Piedras Loíza Luquillo Manati Maricao Maunabo Mayaguez Moca Morovis Naguabo Naranjito Orocovis Patillas Peñuelas Ponce Quebradillas Rincón Rio Grande Sabana Grande Salinas San Germán San Juan San Lorenzo San Sebastián Santa Isabel Toa Alta Toa Baja Trujillo Alto Utuado Vega Alta Vega Baja Vieques Villalba Yabucoa Yauco

Presence of Organic Farms and Farmers Market Events in Puerto Rico 3

51 1

Farmer Market Events

45 16 32 65

76 58

13 21

46 27

40 44

53 36

61 15

71 33

57 31

48 64

69 11

67 6

Organic Farms Location of some Agro Corporations

Presence of Academia using Sustainability Practices in Low-Income Communities in Puerto Rico 3

51 1

Creative Schools + Low income communities

64 41

45 16

69 11

55 76

32 65

54 23

10 22

57 31

4 1

48 35

67 6

Agro Schools + Low income communities

40 44

27 53

36 75

56 00

77 49

Creatives Schools Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Project Symptom or Problem “Invent projects in response to discovered needs...” Process after midterm presentation. Look and analyze case studies related to my project idea and review project ideas, value, problems, opportunites, objectives and others...

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Opportunities

Previews

View Working for Week 3

“interdisciplinary and international collaboration in all fields of design”

Kenji Ekuan

Opportunities_Make permeable the wall “Think wrong” “Community are the designers” “Opportunity for risk + know the rules” “Opportunity to deal with the real world”

Small Urban/Suburban Sustainable Farms Educating and training individuals how to grow food;

Collaboration = Multidiciplinary

Placing, gaining in trust, and working land; Increasing access to local resources, talents, and markets; Constructing communities of empowerment where people share tools, skills and inspiration; Shaping replicable and economically feasible programs and practices.

Cross-Disciplinary Group Designers + Collaboration + Community

Application four categories of natural capitalism promoted by Hawken, Lovins and Lovins. The four categories are; - Radical resource productivity - Biomimicry + Industrial Ecology - Service and flow economy - Investing natural capital

Academy + Designers + Others + Community Members Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day

05.18.2011

Defining opportunities

Project Symptom or Problem

Process after midterm presentation. Look and analyze case studies related to my project idea and review project ideas, value, problems, opportunites, objectives and others...

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Create a cross-disciplinary group composed of agronomists, engineers, sociologists, educators and designers. The idea of creating a cross-disciplinary 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.

Use academia in order to expose the students to real issues in a community, such as perceptions, behaviors and policies.

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

Existing relation between designers and other disciplines in Puerto Rico

DESIGNERS

ACADEMIAS

OTHER DISCIPLINES

CORPORATIONS

Metropolitan Center

Social Science

South

Political Science

East

Technological Scientist

North

Agrionomists

Public Private

West

Engineers

Designers

“Enhance social innovation, and steer it towards more sustainables ways of life” [Enzio Manzini]

Get information through campaigns Difficult to assimilate

Community

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 6+ Scenario Planning

Defining opportunities Organizations + Community Participation 3

More interviews::Diego, Samuel, Hialibel, Josue, Omar

64 41

55 76

45 16 32 65

54 23

10 22

57 31

26 73

69 11

67 6

40 44

27 53

36 75

56 00

77 49

Look for organizations working to enable individuals in lowincome communities to be self-sufficent Levels of community activisim In the Metropolitan area of the Island the levels of community participation with non-profit organization are more spread out.

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Existing relationships between Organizations and low-income communites in Puerto Rico

ECO-Tourism Empower communites through performance

Working inside communities

Public System breaking classroom walls RUM Agriculture Livestoke Engineer

UPR Architecture Law Sociology Media

Link + Exposing local & creative communities

Community Movie

Organization + Community Participation

ARCH LAB

Agriculture

RUM:: Education through hands-on, but is invisible for the culture

UPR::Empower communities through improvement of infrastructure

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 1 03.28.2011

Business Model Generation

Business Canvas

Business Canvas KP

Key Partners

UPR

+ ARCH Department Community LAB

KA Key Activities Design Thinking Social Innovation

+ Law School Advocacy for Sustainability

Identify Positives Deviance

RUM

Motivate

+ Agro Department Grant

Facilitate Demonstrate Outreach

Non-Profit Corp. - Cine Comunitario - Ruta P.R. - COUSUAM

Re-signify Local Food Products Create a cross-disciplinary group and include designers in the process

Value Proposition

Enable Puerto Rico society to be independent from United States of America

Management Marketing

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Cycle of education and diffusion to other communities

TV & Radio

Social Media

[Facebook] Non-profit Media [Prensa Communitaria]

Customer Segments

Low-income communites Other Puertorrican communities or social levels Tourist

Local + International

Designers

Agriculture [tools, seeds, etc.]

Long term

CH Channels

Key Resources People - low income communities

Cost Structure

Customer Relationships

Enable individuals in low-income communities to be self-sufficient and independent from the economical benefits that the government offers to them

Revenue Streams Market of local products

Proposed relationships between Organizations, lowincome communites and crossdisciplinary groups in Puerto Rico ECO-Tourism Empower communites through performance

Working inside communities

Public System breaking classroom walls RUM Agriculture Livestoke Engineer

UPR Architecture Law Sociology Media

Link + Exposing local & creative communities

Community Movie

Organization + Community Participation + Cross-Disciplinary

ARCH LAB

Agriculture

RUM:: Education through hands-on, switch to invisible for the culture

UPR::Empower communities through improvement of infrastructure

Yahayra Rosario-Cora

My Journey

WEEK 3

Working for week 4

Day 1 03.28.2011

Creating the Brief

Introduction_Backgrounds Opportunity Statement Objective Scope

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Objectives What?

Why?

How?

Create a cross-disciplinary group based on human-centered approach

To understand perceptions, behaviors and social patterns of subjects in a community is necessary to have citizen participation. The interaction will

Identify community leaders that facilitate to the team get into communities to understand the context

Inclusion of Designers

To assign value to designers in the intent to inspire [use existing models], motivate [envision the future] and empower [hands-on] communities to switch toward a sustainable model in Puerto Rico, and also justify the idea of it.

Creation of a cross-disciplinary group including designers as managers of the process

Plant a seed

To expose the need of create small commitment in order to inspire subjects in the communities.

Identification of subjects inside the community doing the right thing

Educational cycle

To develop a creative cycle between educators, students, cross-disciplinary groups and communities.

Use of existing research and master plans in agriculture, urban renewal and economy to fulfill knowledge, put hands-on training, demonstrate, and out-reach.

“Amplify” positive deviance

To identify, connect and extend [diffuse] the action that existing communities which are doing the right thing [Positive deviance]

Creation of events to demonstrate process, bring new people and business to the network, develop new entrepreneurs… “Creative agriculture”

Focus the approaches in one human-centered Applying design thinking and social innovation

Yahayra Rosario-Cora

My Journey

WEEK 1 to 6+ Repackaging Ideas

Day 12+ People that I contacted during SP-2011

Contact List

Purpose Step 2

Connect

Process after midterm presentation. Look and analyze case studies related to my project idea and review project ideas, value, problems, opportunites, objectives and others...

Talked to my peers, professionals and non-professionals to expose the idea of introducing design thinking and social innovation through small urban/suburban sustainable farm. Build my network

51 1

64 41

45 16

69 11 24

55 76

32 65

54 23

13 21 18

71 33

57 31

26 73

4 1

67 6

36 75

56 00

77 49

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

Adjuntas Aguada Aguadilla Aguas Buenas Aibonito Añasco Arecibo Arroyo Barceloneta Barranquitas Bayamón Cabo Rojo Caguas Camuy Canóvanas Carolina

17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38.

Cataño Cayey Ceiba Ciales Cidra Coamo Comerio Corozal Culebra Dorado Fajardo Florida Guánica Guayama Guayanilla Guaynabo Gurabo Hatillo Hormigueros Humacao Isabela Jayuya

39. Juana Díaz

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78.

51 1

64 41

Students

57 31

45 16 32 65

54 23

10 22

Education

36 75

Economy

46 27

61 15

Design

4 1

69 11

48 35

67 6

56 30 00

77 49

Agriculture

Business

Law

Tania Alfonso

Hialibel Mateo

Coco Santiago

Raquel Robledo

Carlos Alverio

José Lozada

Adrian Schwarz

Tatiana Rosado

Jesús Quiñones

Josito Giuliani

Angel Alverio

Irma Pagan

Liana Vizcarrondo

Josue Rivera

Nelson González

Carlos Schwarz

Eric Alonso

Diego Conde

Cristina Alonso

Omar Garcia

Gustavo Vélez

Harvey Santos

Roberto de Jesus

Carlos Quiñones

Rafael Rosario

Dahyana Rosario

Carlos Bobonis

Marcia Rosario

Vladimir Garcia

Yamel Saad

Rony Olavarrieta

Mayra Rosario

Samuel Rosario

Carmen Rosario

Yaleska Cruz

Naomi Curret

Monica Rivera

Warner Ithier

Government Agencie

RUM-Agro College

AE-Creative College

UMET-Sustainable Education

Sociology Aspect

Turabo-Creative College

ARQPoli-Creative College

Empowering Low-Income Communities

UPR-Creative, Socio, Economy, Law, others

Puerto Rican students in SCAD

Yahayra Rosario-Cora

My Journey

WEEK 5

Working for Week 6

Research, Graphics & Interviews

More interviews::Raquel Talked to Scott Boylston Look for Case Studies to Understand logistics behind Urban Agriculture Started the Blog [Tumblr]

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Raquel Robledo Conferences to discuss the theme of agriculture production, promotion and marketing in the Island of Puerto Rico. Expression of local issue... What kind agro-products would develop if BioDiesel was introduced or Land was set aside for food security Arq. Hialibel Mateo “The space doen’t represent the discourse...” “The value of the money that low-income communities spend is double...” Samuel Rosario “In Puerto Rico there doesn’t yet exist the application of design thinking...” Lic. Diego Conde “You really have to resignify the cultural value of local products and brand it as somethng cool...”

RUM Conferences

“Puerto Rico moving toward Smart Growth”

“Agronomist from University of Puerto Rico-Mayagues Campus [RUM] said that they are enabling individuals in low-income communites... but I don’t see it...They have the farm next to my house...” Raquel Robledo

What are designers doing today in Puerto Rican society to make meaningful the idea of changing towards sustainable food practices?

â&#x20AC;&#x153;Until now Puerto Rican designers are only affecting our environment, because most of them only work to earn capital...â&#x20AC;?

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day 12+ Working on Fixing the Project Brief Looking and Analyzing Case Studies Project Final Infographics Symptoms + Value of the project Creating the Blog

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Blog

http://switchfoodchainpuertorico.tumblr.com/

Yahayra Rosario-Cora

My Journey

WEEK 6+

Repackaging Ideas

Day 12+ Working on Fixing the Project Brief Looking and Analyzing Case Studies Project Final Infographics Symptoms + Value of the project Creating the Blog

To Be Continued ...

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Stage

Repackage

Yahayra Rosario-Cora

My Journey

WEEK 5

Working for Week 6

Day

05.02.2011

Research, Graphics & Interviews

Case Studies What we can do!

Case Studies:: Urban Gardens...

We can listen for new ways of resourcing everyday city life

http://www.gardenrant.com/dc_urban_gardeners/ community_gardens/ http://www.washingtongardener.com/index_files/ CommunityGardens.htm

We can learn from creative local experts about the systems they are set-up

More interviews::Raquel

We can design new forms of collaborative living with urban communities

Talked to Scott Boylston

We can broadcast all these good ideas for others to adopt...

Look for Case Studies to Understand logistic behind Urban Agriculture

100

[Amplifying Creative Communites]

http://earthfirst.com/urban-gardening-you-cangrow-food-no-matter-where-you-live/ Denver urban garden http://dug.org/ Washington DC http://www.commongoodcityfarm.org/ Rhode Island http://www.farmfreshri.org/learn/urbanagriculture_ providence.php http://www.southsideclt.org/

Started the Blog [Tumblr]

New york http://www.heifer.org/site/c.edJRKQNiFiG/b.734899/

http://www.urbanfarmhub.org/2011/01/2010-newyork-city-urban-ag-writ-large/

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

http://www.added-value.org/

San Diego, California http://www.greenecoservices.com/tag/ca/page/3/

Discuss Methodology Find a case study related to P.R.

Helping Kids Get Healthy! A Workshop Series for Educators Offered by Denver Urban Gardens

Common Good Farm Washington DC

Southside Community Land Trust Rhode Island

Added Value

Yahayra Rosario-Cora

My Journey 101

WEEK 6

Working for Week 6-7

Day 12+

Work = FOOD

Common Good City Farm in Washington DC

Case Study

Mission

Grow food, educate and help lowincome DC community members meet their food needs

Vision

Looking for Similar Models

Serve as replicable model of a community based urban food system Land Education

WORK

Hands-on

Demonstration

Low-Income Communities

FO O

102

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Opportunity for individuals with a living wage 1<$480 +<$980

Yahayra Rosario-Cora

My Journey 103

WEEK 6

Working for Week 6-7

Day 12+

Work = FOOD

Southside in Rhode Island

Case Study

Core Values

- Access to land - Sustainable small scale agriculture - Education - Governance - Community - Collaboration

Looking for Similar Models

Land Education

WORK + Memb

Hands-on

Demonstration

Everybody

FO O

104

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

er sh i

Yahayra Rosario-Cora

My Journey 105

WEEK 6

Working for Week 6-7

Day 12+

Work = FOOD

Amplifying Creative Communities

Case Study Creative and Sustainable Lifestyles in the Lower East Side of New York

Looking for Similar Models

Identify Recognize and Expose core values Workshops

3 106

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

Yahayra Rosario-Cora

My Journey 107

WEEK 1 to 10 Building Knowledge

Day 1 to 20 Books Websites Interviews Conferences Local and International News

108

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References

Yahayra Rosario-Cora

My Journey 109

WEEK 1 to 10 Building Knowledge

Day 1 to 20 Books Websites Interviews Conferences Local and International News

Books

Websites

Natural Capitalism by Duany Speck Lydon

Case Studies:: Urban Gardens...

Democratizing Innovation by Von Hippel

http://www.gardenrant.com/dc_urban_gardeners/ community_gardens/ http://www.washingtongardener.com/index_files/ CommunityGardens.htm

The Hidden Connections; A science sustainable living by Frotjof Capra

for

The Necessary Revolution by Peter Senge, Brian Smith, Nina Kruschwitz, Joe Laur, and Sara Schley Design Futuring Sustainability, Ethics and New Practice by Tony Fry Small Town Sustainability by Paul Knox and Heike Mayer Diffusion of Innovation by Everett M. Rogers Switch: How to change things when change is hard by Cheap Heath and Dan Heath The Scenario Planning Handbook by Bill Ralston and Ian Wilson

110

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Scenarios: The Art of Strategic Conversation by Kees van der Heiden

http://www.urbanfarmhub.org/2011/01/2010-newyork-city-urban-ag-writ-large/

The Art of the Long View: Planning for future in an uncertain world by Peter Schwartz

San Diego, California http://www.greenecoservices.com/tag/ca/page/3/

Business Model Generation Osterwalder and Yves Pigneur

Massachusetts http://www.foodbankwma.org/about/

Alexander

Puerto Rico h t t p : / / a g r i c u l t u r a e c o l o g i c a p r. b l o g s p o t . com/2009/08/tras-largas-decadas-de-abandono-la. html Food Department h t t p : / / a g r i c u l t u r a e c o l o g i c a p r. w o r d p r e s s . com/2009/07/26/para-empezar/ Government and agriculture http://www.fortaleza.gobierno.pr/news_detalle. php?id=238 Desde mi Huerto http://www.desdemihuerto.com/ Agro Chic http://www.agrochic.com

Empower communities idea News related to agriculture

http://www.scn.org/cmp/modules/emp-ce.htm

http://telemundoatlanta.com/2.0/3/188/1083621/ Hispanos/Piden-una-mejora-en-la-agricultura-parareducir-la-importacion-de-alimentos-a-la-isla.html

http://changingthepresent.org/gift/338/ empower_a_community

http://www.prensacomunitaria.com/ambiente/ desarrollo-sustentable/671-impacta-la-vi-jornadaambiental-agricultura-ecologica-y-soberaniaalimentaria

Design thinking for social innovation

http://www.prensacomunitaria.com/pobrezay-desigualdad/desarrollo-economicocomunitario/670-linda-colon-reyes-mitos-sobre-lapobreza-y-la-asistencia-social

http://www.socialinnovationexchange.org/

http://www.ssireview.org/articles/entry/design_ thinking_for_social_innovation/

http://socialinnovationpitch.org/ http://www.sicamp.org/ http://www.sba.pdx.edu/sii/

Puerto Rico Economy Dra. Mayra Comas http://academic.uprm.edu/mcomas/id17.htm Organic Market http://energiaverdepr.com/index.php?option=com_ content&view=article&id=75:el-mercado-orgco-hato-rey&catid=14:organica&Itemid=57

http://urbanomnibus.net/2010/08/amplify-creativeand-sustainable-lifestyles-on-the-lower-east-side%E2%80%93-on-view-through-915/ DESIS http://www.desis-network.org

Farma and Organic Food Products http://www.organicconsumers.org/espanol/260905_ organico.htm http://agricultoresoroverdepr.blogspot.com/ http://prorganico.info/organica_enlaces.htm Yahayra Rosario-Cora

My Journey 111

WEEK 1 to 10 Building Knowledge

Day 1 to 20 Books Websites Interviews Conferences Local and International News

Websites Federal Fund assigned to low-income communites Targeta de la familia http://www.gobierno.pr/ADSEF/Servicios/ AsistenciaNutricional/Beneficio.htm http://www.gobierno.pr/Secretariado/ NoticiasInformacion/HerramientasPrensa/ RequisitosPan.htm http://www.pr.gov/ADSEF/Servicios/TANF.htm http://www.slpr.org/Data/DocumentLibrary/ Documents/1098893294.18/Bienestar%20Publico.html http://html.rincondelvago.com/bienestar-social-enpuerto-rico.html TNAF and commerce http://www.oslpr.org/download/es/2004/0001s0874. pdf Legislation to use food stamp to purshes food products in fast foods http://www.vocero.com/negocioses/%C2%A0continua-la-oposicion-del-uso-de-tarjetadel-pan-en-%E2%80%9Cfast-foods%E2%80%9D Funds for organic agriculture http://www.pragroecologico.info/2010/06/vencejunio-18-ayuda-economica-para.html Investigation about organif farms in the Island https://webspace.utexas.edu/kra353/Research%20 ENITAB%20FOVI%202009.pdf Directorio de agricultores organicos y agencia pro-

112

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List of Organic farmers and agencies prosustainability http://agricultoresoroverdepr.blogspot.com/ Slow Food Puerto Rico http://www.carivegan.org/2010/03/slow-foodpuerto-rico.html http://slowfoodpuertorico.blogspot.com/ Institute Loaiza Cordero in San Juan, Puerto Rico Garden School http://slowfoodboricua.blogspot.com/ Incentives for farmers http://www.gobierno.pr/NR/rdonlyres/3566E8CF9DD6-4227-A561-1F86C7EA4913/0/equipos.pdf Mayaguez and Sustainable Farms http://academic.uprm.edu/ofarrill/HTMLobj-155/ Plan_SARE-English.pdf http://academic.uprm.edu/ofarrill/HTMLobj-155/ Plan_SARE-English.pdf Agriculture Department http://www.agricultura.gobierno.pr/ http://www.hdmdesigns.com/erp/finan10.htm http://www.topuertorico.org/economy.shtml

Investigations Demography and Employment: Government and federal fund assigned to low income communites http://www.demografia.estadisticapr.com/2010/09/ puerto-rico-la-isla-del-mantengo.html

Sustainability Topic in the Island http://www.corrienteverde.com/algunas%20 propuestas%20ecologicas%20para%20la%20 produccion%20de%20alimentos%20en%20puerto%20 rico.html

http://www.elblogdeborges.com/?p=651 http://borinquen-llora.blogspot.com/p/sobre-elmantengo.html http://www.vocero.com/negocios-es/alcalde-debayamon-adjudica-al-mantengo-estancamientoeconomico

http://green.uprm.edu/pres/pres_foroUSGBC_ MJuncos.pdf http://www.suagm.edu/umet/pdf/vicerrectoria_ asuntos_internacionales_corporativos/encuentro/ puerto_rico_hacia_el_desarrollo_inteligente.pdf 100 politicas de implantacion http://www.smartgrowth.org/pdf/gettosg2_spanish. pdf

Vulnerabilidad de las cadenas de suministros de alimentos de Puerto Rico, el cambio climรกtico y estrategias de adaptaciรณn by Myrna Comas Pagรกn, PhD. Department of Agriculture Economy and Rural Sociology. Unversity of Puerto Rico - Mayaguez Strategic Plan to Foster Sustainable Agriculture in Puerto Rico. University of Puerto Rico - Mayaguez Campus, College of Agricultural Sciences Hacia el desarrollo inteligente: 10 principios y 100 estrategias para Puerto Rico by Maria A. Juncos Gautier. Centro de estudios para el desarrollo sutentable, Escuela de Asuntos Ambientales. Universidad Metropolitana

http://www.alianzapr.org/documentos/BoletinInformativo-Abril08.pdf

Yahayra Rosario-Cora

My Journey 113

“Design Knowledge is Power...” Ashley Ciecka and Michael Jeter from the Academy of Art University, San Francisco”

114

DMGT-748 Design Management MA Final Project

Prof. Verena Paepcke Hjeltness

My Design Journey â&#x20AC;&#x153;Because there has been no fundamental reinvention of design practice in order to play an active role in the culture of sustainability, clear paths to new forms of practice do not exist. Designers must rethink their practice both individually and collectivelly in order to find ways of engaging with the massive problems that confront humankind.â&#x20AC;? [Victor Margolin]

Yahayra Rosario-Cora

My Journey 115