Wunderfood is a surplus and imperfect food marketplace that connects farmers with food buyers
FOOD WASTE IS A MULTI-BILLION DOLLAR PROBLEM
The United States spends $218 billion per year growing, processing and transporting food that is never eaten. This adds up to 52.4 million tons of food sent to the landfill each year. On the farm alone, over 10 million tons of food is left unharvested and never goes eaten.
With all this waste, we face a moral dilemma given that 1 in 7 people in the United States are food insecure. How is it that we are throwing away enough food to feed millions of people, and yet we still have millions in the U.S. (and around the world) living without knowing where their next meal will come from?
If that wasn’t enough, food waste is the largest single contributor to GHG emissions in the United States. In fact, food that is never eaten consumes 21% of all fresh water, 18% of all cropland, and occupies 21% of the space in landfills.
HOW DOES THIS HAPPEN?
Limited access to imperfect produce
Limited access to technology
Consumer Facing Biz
Lack of planning and education
Only purchase perfect foods - informed by consumer demand
$15 Billion worth of food that is grown on the farm does not make it to a hungry consumer resulting in food waste manifesting in 3 ways:
Surplus food - excess cosmetically perfect food due to unpredictable demand of the market
Imperfect food - cosmetically imperfect food that is too big, too small, blemished, or bent
Rejected orders - entire orders of packaged and harvested food rejected upon delivery by a food buyer
Large Scale Food Buyers
The competitive food industry results in food buyers competing on price and quality. Buyers are constantly seeking ways to increase profit margins while providing high quality food, but are limited to:
Lack of reliable channels – limited channels for food buyers to purchase surplus or imperfect food
Consumer Demand – consumers perceive imperfect as unsafe
Delivery and transportation challenges – quick, reliable food delivery execution is a major challenge
farmers want to sell all their food
Wunderfood exists to provide farmers with a channel to sell, and buyers with a means to purchase surplus and imperfect produce.
In doing so it delivers community, harmony, and justice.
It delivers this through an interactive online marketplace with curated profiles, seamless transactions, and dynamic pricing.
Video shot and edited by me.
secondary research and documentation
primary research and documentation
supply chain analysis
use case scenario building
User journey mapping
User experience strategy
process diagrams & journey maps
Video documentation & editing
This project was conducted by California College of the Arts students Tony Gui, Franzi Sessler, Mathew Ridenour & Uzair Ahmed