We have been taught what food should look like from advertisements, commercials, and magazines that are all around us. But there is only one type of food we see. Food that is supposedly more aesthetically pleasing, food that doesn’t have any bruises, marks or dry edges. The way we market food today has created a damaging picture that we bring into our households and grocery stores. We, consumers, are influenced by what we see around us, and what we see today is a picture of food that doesn’t match the looks of what food really looks like. It leads us to believe that anything that doesn’t look like the pictures around us is bad, even if they’re perfectly good to eat. My project aimed to change the personal behaviours of those producing household food waste, as this is the main source of food waste in Sweden. Focussing on avoidable food waste, Do You Dare To Eat Us? wanted to center responsibility on the issue within private homes, with the hopes this could have a positive rippling effect at larger scales. This was done through a micro campaign which entailed producing physical and digital posters and recipes in public. The most obviously successful response was seen in the digital realm of social media, which was used as an information platform for continuing awareness of the issues of food waste. Questioning our actions which lead us to determine what is sustainable, this design project educated and empowered consumers to reflect more on their produce than just relying on impossible beauty norms and the expiration date on packaging. Since the food waste issue reflects upon more than initially meets the eye, these complexities need to be simultaneously tackled in order to break this destructive cycle.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-105773 |
| Date | January 2021 |
| Creators | Kudla Thuresson, Veronica |
| Publisher | Linnéuniversitetet, Institutionen för design (DE) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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