EDIBLESINCREDIBLETH

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There’s more to food than how it tastes!

The Situation

In pursuit of efficiency and convenience,we, as North American consumers, demandbetter accessibility of our daily needs.The food industry has responded to this changein need and supplies the market with mass-produced and processed food.

Now, we buy corns and peas in frozen bags,beef in ground form, chicken in pieces andfish in fillet form. This shift in lifestyle creates a shiftin consciousness. We no longer see food as afresh produce from the nature, but mass-producedproducts rolled out from the assembly line.Our standard for the quality of food also shiftsfrom its quality of origin to the quality of its finalpresentation on the supermarket shelves.

The Action

The goal is to attempt to raise the awarenessabout what food is. Food, being not just the thing thatwe eat, once has life and a story. Food, being one of themany essentials in our lives, can reveal our culturalhistory as well as relationships between peoplefrom the different parts of the world throughunderstanding the logistics of our food supply.The more we find out about the story of thefood that we consume, the more we becomeconscious about things around us.

Using children as a starting point,this project attempts to spread theconsciousness of the need to understandour food, and the world.

“UK - The average eight year old might know how to email

people and use internet search engines, yet millions of British kids

don’t know which animals their food comes from, according to

new research by Dairy Farmers of Britain. The findings reveal that

thousands of today’s 8 year olds think that cows lay eggs.”

- ThePoultrySite News Desk

Let’s PLAY!!!

The Hardware

Learning is the most efficient when it’s fun.Four vegetables and fruits commonlyfound in the supermaket have been chosen,namely the corn, pea, pineapple and banana,of which toys will be made.

The toys will encourage the players to assemblethe food from the form in which it is beingpresented to us, to its original plant form.

The form and proportion of the parts will bedetermined according to human ergonomics,specifically by how conveniently the hand canhandle.

The CornThe most common form of corn available to

us come in the form of bags of kernels, foundin the frozen vegetable isle of the supermarket.

The Corn toy allows the player to assemblethe corn from its kernel state onto its cob,

then into a plant stalk.

Parts

Kernel Cobb

Leaves Stalk

The Peamost commonly availablevegetable isle, in the formpackaged in plastic bags.

ws the player to assemblethe peas to the pea pods,m onto the vines that theo twine around the racks.

Peas are min the frozen v

of pellets p

The Pea toy allowhe pea plant from t

then attach themplayer has to

Leaf

Vine

th

Rackkkkk

Leaf

Pod

PeaPea

The PineapplePineapples are commonly found

in uniformly pre-sliced form. They canpackaged in both plastic sealed cups

or in cans as preserved fruits.

The Pineapple toy allows the player toassemble the fruit from its pre-slicedform back to its full plant form, along

with leaves and the stalk which it isgrown from on the ground.

Stalk

P li dPre-sliced

Leaves

Skin

Pineapple

anana Treee commonly found in

duce section, typicallyerage of five bananas.

toy allows the playerananas onto the stalknch of bananas along

e player then attachesnk of the banana tree

ollowed by the leaves.

The BaBananas are

the fresh prodin a bunch of an ave

The Banana Tree to assemble the bato form a large bunwith its flower. Thethe stalk to the trun

fo

Leaf

Banana

Tr

GroundBase

Leaf

Stalk

Flower

unk

BrandingThe Jolly Green Giant

The influence of a product is limited without an efficient way of distribution.The introduction of a manufactured food brand to this project will not onlyalign the product with the issue that it is addressing, but will also act as aconvenient media for its mass distribution.

Among the many market players, Green Giant® was chosen for its approachableimage of the Jolly Green Giant.

Distribution

The toys will be packaged in the respective massproduced food packagings in separate parts asfree gifts. Therefore, the consumer(adults) willpurchase the food from supermarkets. The free giftswill then assumed to be given to kids around them.

Along with the toy will be an instruction bookletthat will outline the procedures to put the partstogether. It will also give a very brief informationof the food and directs the child to refer to aparticular website, by Green Giant, for acomplete story of the food’s origin.

BrandingPackaging

PLU (Price Look Up) Codes

The codes 4078, 4674, 4011 and 4433are the standard PLU Codes for yellow sweet corn,green pea, banana and pineapple respectively,widely used in grocery stores nation wide toidentify the various fresh produce.

Corn and Pea

Using existing Corn and Pea packaging,the toys will be packaged in separateparts and included in the plastic bag.

Instruction Booklet Cover

ookletSample Instruction Bo

Banana

The banana will be pre-assortedand packed in a paper bag witha window for the consumer toinspect the bananas inside.

Pineapple

The pineapple will be in canform with a separate containeron top of it to house the toyparts.

The Green Giant Farm

After collecting all four sets of toys, the kidcan then gather them as a farm.

The farm kit can be ordered for free from Green Giant’swebsite. Kids just need to log on to GreenGiant.comto obtain the farm pieces as well as the fence tocomplete the entire set.

Green Giant can also use this as a feedback systemto understand the level of success of this campaign.The more farm kits ordered, the more popular thiscampaign is, which also inplies the success of theGreen Giant brand.

As a brand, Green Giant can also strengthen itsrelationship with their customers through providingeducational information about their products andbuilding confidence within their customers on theirGreen Giant purchasesGreen Giant purchases.

Toy DetailsPrototype of the toys are built with3D printing in 1:1 scale.