9. 2017
▪ Everybody can be a maker
▪ Direct access to factories
around the globe. Today.
10. 2017
▪ Everybody can be a maker
▪ Direct access to factories
around the globe. Today.
11. What if the digital
revolution works
for your own
food?
12. ▪ What the industry does when
people go to the store to buy
▪ lettuce
13. ▪ What the industry does when
people go to the store to buy
an onoin
14. ▪ What the industry does when
people go to the store to buy
a tomato
15. Monocultures problems
▪ Pollution
▪ Pesticides
▪ CO2 emissions
▪ Killing of insects
▪ Soil deprevation
▪ Minimized income for increasing
number of farmers
24. The PixelFarming Robot
- Autonomous vehicle
- Precision GPS navigation
- 4 wheel drive
- 4 wheel steering
- Solar powered, 2 day radius
- Low weight, less than 400 kg
- On board vision systems
- Integrated data platform
- Laser module for weeding
- Watering module with buffer
- Onboard air compressor
27. Consumers rent a field
and order what crops
they want.
They can control the
robot from a mobile
device or have
somebody do this for
them.
Crops are shipped to
them when they want to
have it.
35. Design Methods in Food :
with methods more market succes for meaningful
innovations in agri-food
Antien Zuidberg, 25 oktober 2018
MD
FOOD
36. Food is Seduction
Food can be LOVELY and SEDUCTIVE , but with the abundant variety we become too
fat and the world can’t handle the waste (food, plastic and footprint).
We have to eat differently: more vegetables and more sustainable.
How, if we don’t really want to?
37. My mission
• Make meaningful innovations more seductive
• By research towards aspects of seduction and how we use the knowledge to create
a method
• So that students and SME’s can use it to have more market succes with meaningfull
innovations
• So that consumers start choosing for healthy and sustainable not because they
have to but because it’s fun, tasty and swag/cool/trendy/hip/in.
38. What are …..Meaningful innovations in
agri-food?
• Meaningful for the consumer =
“consumens”
• Helping towards a healthy and sustainable
life
• De innovations in agri-food that need help,
because it is complex
• Human behaviour doesn’t change easily =>
make healthy & sustainable products more
seductive
39. meaningful innovations in agri-food
Ingrediënten, insecten
Nieuwe technologieën
waste
gezondheid
duurzaamheid
Doelgroep
kinderen
/ouderen
Anders denken
40. What are…Methods for seduction?
• Theory about:
– Cialdini about how to convince people
– Neuromarketing about hoe people make decisions (rational and irrational)
– Marketing
– Consumer research
• Seduction model: model to define the seduction of a product, from the perspective
of the consumer/user?
• => methode for scoring
• => low score means you have work to do!
41. CONCEPT Model: 7 factors of seduction
Rational:
1. Price
1. Availability
3. Functionality
Irrational:
4. Product Quality
5. Brand
6. Opvallendheid
7. Communication
In collaboration with v. Devies and D. de Rooij, 2018
42. Sustainable products - soep
Jumbo, van misvormde groenten
Verspillingsfabriek,
van tomatenkontjes
AH okt 2018,
samenwerking
Verspillingsfabriek
misvormde &
andere kleuren en
maten
Okt 2018 Kromkommer (instock)
44. 3D food printing
Making residual food flows more seductive with 3D food printing
– Why food waste ?
– From food waste to concepts from 3D food printer
45. Why Food Waste?
• 1/3 of our food = 4,4 miljard kg /year
• Reasons:
1. cosmetic (too crooked/ too small / too large)
2. product may not be sold after THT date
3. Consumers buy too much
• 14% van totaal = 50 kg p.p. p.j. = Euro 155 pp
• 58% inspects products at THT, but 18% throws away without thinking
• What do YOU do?
Source: www.DAMNFoodWASTE.com
Top 3 most wasted products:
46. 3D food printing ?
• Puree of product (thick paste)
• Eat after printing
• Or conserve by:
– Drying, baking, frying, freezing etc
47.
48. • Sanne Vonk, Chantal van der Noordt, Michiel
Lenders, Benjamin Verduijn
• Goal: Development of a new consumer friendly
vegetable concept using the 3DbyFlow Printer.
– Low vegetable intake
– Vegetables shouldn’t only be eaten during
dinner
– Low in calorie, high in vitamins
49. Ask your child what they wan’t to eat, let them draw it, take a picture and send it to
your printer using an App. The printer will use the vegetable ink to print the exact
drawing on your plate. That is how easy it will be in 2025.
Every household will have it’s own 3D Food Printer.
If that won’t let the kids eat,
What will?
Tested at an elementary school
50.
51.
52. UPPRINTING FOOD
Goal: Design a new food concept by upgrading residual food
flows with the use of a 3D food printer.
– Material, structure & taste
– Shape
– Market/ user value
Elzelinde van Doleweerd, Student Industrial Design TU/e
Client: Antien Zuidberg (HAS)
53. UPPRINTING FOOD
Two flavors, >75% residual food flows.
1. Bread, carrots and banana (including peel)
2. Bread, carrots and the green part of the
leek
• Baked & dried after printing.
• Printed in the design of a cup.
73. Kuang-Yi Ku
Dentist / Bio-Artist / Social Designer
Co-founder of TW BioArt (Taiwan BioArt Community)
MA, Social Design, Design Academy Eindhoven
MA, Communications Design, Shih Chien University
MSc, Dental Science, National Yang-Ming University
D.D.S. (Doctor of Dental Surgery), Kaohsiung Medical University
78. Yi Xing Bu Xing
In traditional Chinese medicine (TCM), there is a concept of "Yi Xing Bu Xing," which
means eating an animal organ to nourish the corresponding human organ. Based on
this concept, the masculinity of the male tiger has developed the phallic worship
centered on the "tiger penis" among people.
以形補形
81. Creating a win-win system for both protecting endangered animal (ex: Tiger)
and preserving disappearing Asian medical heritage (ex: Traditional Chinese Medicine)
Goal
82. Using design as a research method to hybridize TCM and Western biotechnology
for speculating medical futures with more possibilities.
Vision
83.
84.
85.
86.
87.
88.
89. Interview again with four TCM doctors
Dr. An-Bin Cheng Dr. Chun-Yu Lin Dr. Yu-Yen Lin Dr. Po-Hsun Chen
STS sociologist
106. Science is unable to solve its problematic cultural issues.
Approaching science in a creative way will introduce unexplored methodologies into the field.
Design + Science
