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How might we better connect food production and consumption?

Inspiration 514 inspirations

Concepting 616 concepts

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Window to the Farm

A startup business that boosts food traceability and brings producers closer to consumers. The startup would create a wiki style platform for food providers to share their provenance and information on their products. It would sell kits to schools to enable kids to print off batches of QR code stickers specific to each producer / product for the producer to place on the product / packaging. Enable producers to occasionally offer 'golden ticket' winning QR codes to offer prizes and encourage consumers to read the codes...

We could create a startup (perhaps to be founded by a young, web-savvy entrepreneur?), called Windows to the Farm. In this case QR codes would be used to enable consumers to access the producers / product's relevant page on the 'Window to the Farm' site.

Kara Pecknold gave a great example of a US coffee company 'Ethical Bean Coffee' doing exactly this at the moment - you can see it by clicking here. I managed to find a video outlining their scanner approach that helps bring this approach to life.

In this case the entrepreneur would build and moderate a wiki that enables producers to create their own page for each product, they could also choose whether to enable consumer ratings on their page.

Smartphones with embedded QR code readers are more and more widespread, this trend is likely to continue through the support for the technology by large companies, including Google.

Bit.ly has a free QR code generator that acts as a hyperlink - you can see this in action by adding a URL into the site here: http://bit.ly/ . Here's one that we made for this challenge: http://bit.ly/localfood-ideas. Bit.ly also enables users to access information on how many people have read the QR code, here is information on the clicks on our link: http://bit.ly/localfood-ideas+ . This information alone would be valuable to producers.

Further to James Mcbennett's idea we could also offer the farms a low cost kit to livestream and enable them to embed the stream on their producer page. Alternatively farms could perhaps just livestream from the video camera on an iPod to keep costs low?

We could do three things to help scale the idea and drive early adoption:

1) In order to get the idea out there and help the producers set up the site we could leverage Queensland High Schools. Schools would be able to purchase the 'Window to the Farm' QR Code stickers and could print specific QR codes in bulk for the food producers that they work with.

2) In order to drive up the amount that the QR codes are scanned the producers could run competitions – similar to Golden Ticket type approaches. The producers would just need to place a unique ‘Window to the Farm’ QR code sticker on a product occasionally.

3) Invite retailers to broadcast producer pages in their stores (including livestreams if the farms have it)

PLEASE FEEL FREE TO BUILD OFF THIS CONCEPT OR SUGGEST IMPROVEMENTS IN THE COMMENTS BELOW - I WILL CHECK IT REGULARLY...

26 Evaluations so far

How effectively do you think that this concept reconnects food consumers and producers?

It would reconnect food consumers and producers strongly
It would somewhat reconnect food consumers and producers
It would not significantly reconnect food consumers and producers

How scalable is this idea across communities and geographies?

This concept can be scaled across many communities
This concept will take a fair bit of work to build and scale
This concept is not particularly scalable

How quickly could this concept be impactful?

This concept could happen today
This concept could happen soon with some work
I struggle to see this happening in a reasonable timeframe

How original is this concept?

This concept is extremely original
This concept has some original aspects
This concept already exists

Overall, how do you feel about this concept?

This concept rocked my world – it’s brilliant
I liked this concept but preferred others
This concept didn’t get me overly excited

How effectively do you think that this concept reconnects food consumers and producers?

It would reconnect food consumers and producers strongly It would somewhat reconnect food consumers and producers It would not significantly reconnect food consumers and producers

How scalable is this idea across communities and geographies?

This concept can be scaled across many communities This concept will take a fair bit of work to build and scale This concept is not particularly scalable

How quickly could this concept be impactful?

This concept could happen today This concept could happen soon with some work I struggle to see this happening in a reasonable timeframe

How original is this concept?

This concept is extremely original This concept has some original aspects This concept already exists

Overall, how do you feel about this concept?

This concept rocked my world – it’s brilliant I liked this concept but preferred others This concept didn’t get me overly excited

Thanks so much for your input - if there is anything that you think we should be aware of feel free to submit it below. These comments will not be public - if you would like to leave comments for the concept author please do in the Comment box below...

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Ridhwan Rahim

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August 06, 2011, 06:29AM

Great idea. Now lies the biggest challenge, how do you motivate/cultivate the consumers to grab their smartphones and QR it. The golden ticket idea like the one from charlie and the chocolate factory might only be temporary craze. One would go to a store and keep zapping away code without purchasing.

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Kara Pecknold

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July 19, 2011, 05:19AM

Thought you might find this short news report interesting (not the reporters as much as the report) in light of your concept: http://www.ctvbc.ctv.ca/servlet/an/local/CTVNews/20110718/bc_story_qr_codes_110718/20110718/?hub=BritishColumbiaHome

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Paul Fr

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May 13, 2011, 02:54PM

Very simple, yet very efficient. It truly links the food with its production. I am not sure I understood why you want to use schools.
Also, could it possible to print the QR code directly on it, instead of using a sticker (more environmentally friendly), of course using bio ink :)

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Tom Hulme's reply to Ridhwan Rahim's comment

Tom Hulme

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May 17, 2011, 08:11AM

Printing directly onto the food is certainly a possibility if the printers are affordable - I'll have a look into it. Regarding schools - it struck me that building student engagement is an important way to build impact - I imagine that they are more tech savvy...

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Paul Fr 's reply to Ridhwan Rahim's comment

Paul Fr

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May 17, 2011, 09:23AM

Definitely agree with you on the education part :)
By the way, congratulation for your concept !

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Kirk Soderstrom's reply to Ridhwan Rahim's comment

Kirk Soderstrom

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May 17, 2011, 06:51PM

In terms of feasibility, wouldn't it make sense to label the packaging, or crates, instead of individual food items? (assuming, of course, that a given cluster of produce is shipped same day, from the same source) And, congratulations on the concept.

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Duncan Ferguson's reply to Ridhwan Rahim's comment

Duncan Ferguson

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July 07, 2011, 12:39AM

Building on the schools engagement... they could be linked with both growers and local green grocers for the project. This would provide a connection through the whole supply chain as well as giving a point of difference between the grocers and the big supermarkets.

Other food industry experience has shown that creating demand from consumers through improving specialist food retail (eg butchers) has susbequently changed the supermarkets as well.

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Duncan Ferguson's reply to Ridhwan Rahim's comment

Duncan Ferguson

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July 07, 2011, 12:39AM

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James McBennett

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May 16, 2011, 08:41AM

I was just thinking about restaurants that are closed kitchen and open kitchen in the preparation of food. Many customers prefer seeing the kitchens, but let's not forget that many chefs prefer seeing the food go to the table, seeing the life of the restaurant and of course not working long hours in a dark basement.

The window to the farm is an excellent concept, but what about the other way of window to the store where the farmer looks back at you, a two-way communication.

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Louise Wilson's reply to Ridhwan Rahim's comment

Louise Wilson

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May 25, 2011, 04:38PM

interesting idea, James but what would the farmer gain from it? There would need to be an incentive for the farmers to want to look back. Maybe it could encourage more people to scan and watch if they know there was a direct communication going....? I'll have more of a think as I don't want to appear negative ;-)

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James McBennett's reply to Ridhwan Rahim's comment

James McBennett

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June 06, 2011, 04:57AM

The farmer could see what is liked and not liked, and easily see consumer preference i.e. baby carrots vs. large carrots for example. Esteem needs can be met as the farmer sees his food celebrated for its quality. He can get feedback from other farmers, and consumers about any positive and errors in his work......the relationship equally exists between farmer and chef.

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Srinivasan Sankaranarayanan

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May 30, 2011, 04:24PM

Very interesting post Tom! good luck with your entry at the challenge!

I am sure this will create a buzz amongst consumers once it takes off fully. But, this also requires a lot of support (including financial) from a number of players for its implementation.

But, once the ball gets rolling, whole loads of content can be hosted on a common platform. This might in turn create a new culture which would help producers to move closer to the consumers.

Good luck!
Srini

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Susan

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May 26, 2011, 06:25AM

Tom, I definitely agree with the video ideas to make them more interactive. To streamline the brand of Windows to the Farm, reps from WTTF would need to go to the farms and help produce the 2-5 minute video that is educational, interesting and captivating to school children. The production quality of all the videos should be similar and also increase demand for more products to be involved on the interactive piece. Great idea!

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Johan Löfström's reply to Ridhwan Rahim's comment

Johan Löfström

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May 26, 2011, 05:00PM

But as a start, any volunteers could go to nearest farm to make a short clip (to get lots of browsable content quickly into the system at starting day) that could later-on become updated and improved. as time and camera quality improves, and gradually all farms are covered with best quality of reportages.

Also, with a written promise on the page around the video clip that the clips will be constantly updated, makes visitors more likely to accept poor image quality, and make them return often to check out the progress, just as their favourite weekly reality-show!

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Ben Morgan

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May 17, 2011, 08:44PM

This is such a fantastic idea. So much potential. I was thinking, if the Qld Govt. is going to sink some money into this, then why not have top-class video production (much like the Mast Brothers video concept from SINA MOSSAYEB http://www.openideo.com/open/localfood/inspiration/the-beauty-of-quality-the-story-behind-the-food-production-process/)?

While a live stream is a great idea, it really is video production quality that will make the difference between people pulling out their iPhone in the supermarket, or while they're unpacking the groceries, or sitting down at the breakfast table.

A really amazing concept, can't wait to workshop it!

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Louise Wilson's reply to Ridhwan Rahim's comment

Louise Wilson

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May 25, 2011, 04:36PM

I agree, Ben. Live streaming sounds like a lovely idea but in reality it will need close monitoring and could become boring to watch. Having a well produced video (which could change on a regular basis?) would be more appealing to me.... it could be more humourus and have hidden messages added in.

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Huw Griffiths

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May 19, 2011, 07:23AM

One concept/inspiration suggested the use of baacodes to link back to the animals; For your idea I'd suggest adding in Moovies - scan your milk carton to get a live web cam showing the cows that your milk came from. I was at a dairy north of Brisbane over Easter with my kids (Maleny dairies) They could probably trial this (perhaps with some help from the Queensland government?) since they are an independent producer who do their own packing/distribution and are proud of their quality products.

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Huw Griffiths's reply to Ridhwan Rahim's comment

Huw Griffiths

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May 19, 2011, 11:22AM

Just found that baacode mention in Jonatan Wentzel comment below used by Icebreaker clothing.

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May 13, 2011, 09:25AM

Way to go on making the Shortlist on the Local Food Challenge! Selecting 20 concepts out of over 600 was a tough job and we're excited to have you move through to the Refinement Phase. You can get a low-down on how the phase works over on Field Notes: http://bit.ly/refine_lowdown

Basically over the next 10 days we'd like you to further fine-tune your idea. You might explore opportunities and challenges to implementation, visualise further, expand on engagement strategies or connect various dots and details that would assist bringing your concept into fruition.

If you hit the Update This button on the right of your post, you'll see we've added 5 new fields to help you refine: Concept Builds, Actions, Project Partners, Funding Sources and Virtual Team. Check them out and feel free to keep updating your post throughout the phase – based on feedback and collaboration with fellow OpenIDEATORS and your own ideating goodness!

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Vincent Cheng

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May 06, 2011, 01:40PM

Thought you all would be interested in how a "Window to the Farm" has been implemented in Japan as reported on in this Fast Company article: http://bit.ly/jOBbnN

Basically, Japan faced issues around food origins & safety, after food scares begun due to deaths caused by tainted dumpling from China. Since then, various food products (dumplings,salad, fish, sugar, etc.) began to feature images and info (Name, title, age, address) about the farmer/producer & even scannable QR codes (linked to video of the same person explaining the production & distribution process, and even info on his/her family history)

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James McBennett

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April 06, 2011, 08:20AM

If the farms were to have cameras producing a live feed to the web, you could make a literal "window to the farm" Would be cool in a supermarket, some augmented reality app showing the windows (video feeds) of where everything came from.

There is so much meta-data that could be used, for example you could set the smartphone to "distance to farm", and quickly scan over the various QRcodes and it would produce a full screen result for each apple scanned. Remembering each code, it then displays them as a list realizing you are no longer scanning new items.

Also would love to see billboard advertising as a "window to the farm" showing full screen video (LIVE feed) of the farm, with minimal text overlay.

This is very exciting!

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Tom Hulme's reply to Ridhwan Rahim's comment