CoverImage

Sustainability

Research

Strategy

Action

3D modeling

Animation

Surface Design

Blender AE Illustrator Photoshop

The overarching goal of this project is to research and address the waste and injustices that occur in the vegetable supply system during the agriculture and selling process, which is driven to a large extent by consumers' high cosmetic standards for crop appearance. Because consumers have high cosmetic standards for the appearance of crops, farmers are forced to use fertilizers and pesticides to assist in crop production and ensure that they look good. I aim to shift consumer expectations towards more sustainable and environmentally friendly agricultural practices rather than the good-looking appearance that is highly dependent on chemical inputs. The solution to the problem should simultaneously focus on educational activities, exploring new food retail outlets, and strengthening regulatory measures.

Research

ISSUES SUMMARY:

Waste of “ugly” crops

  • Caused by consumers' high cosmetic standards
    • Excessive use of pesticides and fertilizers
  • They are harmful to human body and pollute the natural environment such as water and soil
    • Oversuppply
  • Unpredictable order fluctuations and last-minute cancellations
    • Low crop selling price
  • Resulted in labor shortage and low harvest rate, food wasted in the field

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    Strategy

    All problems are interrelated but all are driven to a large extent by consumers' high cosmetic standards for crop appearance. Because consumers have high cosmetic standards for the appearance of crops, farmers are forced to use fertilizers and pesticides to assist in crop production and ensure that they look good and get paid. I aim to shift consumer expectations towards more sustainable and environmentally friendly agricultural practices rather than the good-looking appearance that is highly dependent on chemical inputs. The solution to the problem should focus on educational activities.

    Pathways for Action

  • Educating consumers and retailers to stop rejecting imperfect-looking vegetables. Through social media or billboards, educate them that imperfect-looking vegetables do not affect their nutritional value and demonstrate the significant environmental impact of food waste.
  • Educate farmers about the adverse effects of excessive pesticide and fertilizer use on human health and the environment. Provide information on alternative practices that can improve soil health, enhance crop resilience, and reduce the need for chemical inputs—for example, organic fertilizer.
  • Farmers and growers can directly sell non-standard agricultural products to consumers through farmers' markets or subscription services as an alternative way for consumers to purchase fresh, locally grown produce that may not meet cosmetic standards for supermarkets but is equally nutritious. Imperfect food can also be donated to food banks for those who cannot afford food or processed into soups or sauces for sale.
  • Strengthen regulatory measures on the sale and use of pesticides and fertilizers, including strict enforcement of pesticide registration and labeling requirements, setting pesticide residue limits, and conducting rigorous pesticide content testing before sale. Simultaneously, implement policies to restrict the use of high-risk pesticides. Provide financial incentives, subsidies, or tax breaks to farmers adopting sustainable agricultural practices.

    • Final Deliverables

    When consumers buy ugly crops, they can get AR crop mascot by scanning QR codes on food packaging. They can dance. After collecting a certain number of AR mascots, consumers can exchange them for physical items, such as recyclable shopping bags with the same mascot on them. A less traditional and didactic education campaign Consumers will see promotional videos for the event on social platforms and in supermarkets.

    Promotional Video

    Shopping Bag Design

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