Fostering food sovereignty in urban communities by connecting planting to eating
THE CHALLENGE 2020/21
How might we connect planting to eating?
ABOUT FAZENDA CUBO
Fazenda Cubo is an indoor vertical urban farm based in São Paulo, Brazil. Their mission is to connect planting to eating. They produce leafy greens in an urban setting to enable customers to buy directly from the producer at the place of production. This means that their produce can go from farm to plate in as little as four hours, with reduced transport related emissions.
Fazenda Cubo utilizes the hydroponic farming technique which greatly improves the efficiency of the food production process, namely the elimination of pesticides and the 90% reduction in water use, and reduced land requirements.
The team’s design space comprises primarily of the emerging urban farming industry. Within this space, the team took a special focus on hydroponic farming methods.
To connect planting to eating took special care to address two stakeholders: the consumers and the producers. The consumer in this case is the customer purchasing leafy greens; and the producers are the urban farmers such as Paulo Bressiani, the CEO of Fazenda Cubo.
Throughout the course of the project, the team developed three key insights that aided them in tackling the challenge posed to them.
DESIRABILITY OF FRESHNESS
Consumers use the freshness of produce as key metric in deciding what particular food product to buy.
CONSISTENCY OF QUALITY
Consumers are inclined to become loyal to a supplier that can maintain a consistent quality of produce.
Consumers are placing more importance on the source and nutritional content of their foods.
Fostering food sovereignty in urban communities by reconnecting planting to eating
SuaFazenda reimagines the relationship that exists between urban residents and the food that they consume. Through lifting the veil on food production by producing food close to its point of consumption, SuaFazenda hopes to boost the awareness of urbanites on how their food is grown, reduce greenhouse gas emissions by eliminating the use of pesticides in the growing process, and reducing food waste by keeping produce fresh up until the point of purchase and beyond.