Food Production : Opportunity Analysis Charlotte Chapellier, Phillip Downey, Scout Heid UC Berkeley | ME290H 11 March 2019 1
Phase I Overview: Problem Statement Develop an innovative solution that ❏ reduces food waste in the food production phase, and associated impacts throughout the entire life cycle Theme Focus on early-stage production: ❏ - Impact of waste on the value chain - Sustainability opportunities Food producers (which will ultimately influence downstream industries) ❏ Target Solution via product or service ❏ Users 2
Phase I Overview: Initial POG ❏ Develop an innovative solution that reduces food waste Theme ❏ Focus on early-stage production There is a lack of quantitative data regarding in-field losses and quality ❏ Most large farms do not perform a second harvesting pass ❏ POG Small farms do not sell 5-30% of their produce. ❏ Help farmers during the production phase through a product or service ❏ Target Downstream industries (consumer, environmental, etc.) will also see benefit ❏ Users Develop a stable and sustainable method for collecting quantitative data ❏ Ultimately address other top-scoring POGs with data-driven indicators of ❏ Next Steps optimal harvest times and economic efficacy 3
Phase I Overview: Key SET Factors ❏ Address the rising food consumption ❏ Quality control of the produced food S ocial ❏ Livelihood of agricultural community Reduce wasted food by harvesting as much edible food as possible ❏ ❏ Record quality for targeted distribution and consumption E conomic Optimization & automation to limit land necessary for equivalent yield ❏ ❏ 65% of unharvested crops are of edible quality [2] ❏ Utilize available sensor data ❏ Focus on specific factors and issues identified by professional research T echnical on farm sustainability. ❏ Data-driven decision for the farmers 4
Production: Stakeholder Identification Primary: ● Initial focus on local , small (<50 Acres), independant farms in California ● Scalable technology grows beyond small and local Secondary: ● Customer base of primary stakeholders: restaurants and shoppers ● Business empowering population generates a market for produce Tertiary: ● Sustainability focus has widespread influence - we all become stakeholders ● Elimination of waste at the initial stage will propagate to other stages of the food lifecycle 5
Production: User Research Campaign & Insights Talked directly to farmers at the farmer’s market 6
Production: User Research Campaign & Insights Selling harvest Harsh weather 7
Production: User Research Campaign & Insights Talked directly to Blue river Technology Director of New technology 8
Production: VOA and Primary Competitors 2-Fold Analysis ● Project focussed by first analysis: “big farming = big data = big $$” ● More plentiful and impactful opportunity with different approach Market is saturated! ● Blue River Technology - Little room to add new value Our Project 1 ● - Large farms are not easily ● Current Infrastructure accessible ● Imperfect Produce Market is available! ● Our Project 2 - Little focus by big agriculture ● Farmers’ Markets 9
Production: VOA Chart (Analysis 1) 10
Production: VOA Chart (Analysis 1) 11
Production: VOA Chart (Analysis 1) 12
Production: VOA Chart (Analysis 2) 13
Production: VOA Chart (Analysis 2) 14
Production: VOA Chart (Analysis 2) 15
Production: Target Project Goals VOA Results: Fill security , confidence , and power opportunities with an enabling technology that matches or outperforms sustainability benefits of existing solutions ● Develop a stable and sustainable method for collecting quantitative data regarding market loss ● End-product implementible , non-invasive ● Significant impact on food waste percentages while emboldening the farmer’s independence 16
Production: Journey Map - The day before 17
Production: Journey Map - The day of 18
Production: Journey Map - The day of/after 19
Production: Journey Map - The day of/after At the end of the season all food is picked and usually sold at ~50% to get it out before it spoils. Need to manage expected sales at the beginning in order to plant the right amount and maximize profit. 20
Production: Kano Analysis Delights Satisfaction Satisfiers (excitement) (desired) Pleasant Match supply interaction w/ demand Free time Profit Reduce waste Absent Fulfilled Must be Maintain (expected) Sell more directly livelihood Find use for all product To customer Dissatisfaction 21
Production: Why/How Laddering Farmer : “I need to optimize the harvest time/quantity/frequency” Why ? To waste less products (less products left in the field/less unsold stocks in the market stall) Why ? To sell more/increase my profit and improve the sustainability of my business Why ? To provide for everyone in the company/to stay competitive. To improve our brand image in terms of environmental responsibility. Why ? To ensure a long-term future for the company. To adapt to new expectations from society and keep our consumers in the long run. Preserve future generations, save the earth 22
Production: Empathy Map Customer Think I am very experienced. Farming has Society doesn’t care about small I have about 20% of unsold products but been in my family for years producers and don’t help us to compete there is nothing to do about it Technology makes things more We are the most respectful towards complicated for little gain Nature in the agrobusiness See Hear Small Competitive product Consumers at the Others farmers Workers in markets/stores Farmer market Consumers Food inspectors Crops in field Say and Do ? Hard to compete with large farms and Lack of water is the biggest issue Waste is a large farms’ issue world Don’t need a sensor with additional Nothing is wasted : food for Weather is another big issue data livestock 23
Production: Empathy Map Customer Think I make only rational decisions based I am ready to lose one entire field to make I must pay attention to the image of the on cost/benefit analysis new technical experiments brand and social new expectations 2nd harvest pass is not economically Science and technical research are viable so I take waste into account in worth the investment my business plan See Hear Large Consumers at the Others farmers Workers Crops in field Farmer market Consumers Food inspectors Competitive product in markets/stores Technical experts: “data science is the future” Say and Do Waste is a real issue We are engaged for environment I am already using some sensors and and sustainability some decision are data-based A 2nd harvest pass is not economically viable 24
Production: Empathy Map Customer Think Organic vegetables are sometimes Going to the farmers market is I would like to support local organic very ugly and I don’t want to eat complicated in terms of logistics, I work a producers if it was less expensive and them lot and I do not have time easier to buy Organic and local market’ food is so I do not understand very well food expensive labeling See Hear Friends and relatives with a healthy Californian Vegetables at market Marketing campaign lifestyle Food Technology Consumer Physicians Online ads and services lovers Alarming scientists regarding climate Sensibilisation campaign to healthy way of life change / junk food ... and respect for environment Say and Do Do not always buy organic food from I prefer to buy from a sustainable I am healthy and eat organic food local producers even if supports it in (local) business model theory 25
Production: Key Product Requirements ● Support farmers decision-making for harvesting time ● Intuitive and easy to use (for farmers and/or food consumers) ● Data easily interpretable ● Non-destructive of crops ● Improve sustainability image of the farm 26
Production: Revised POG Phase I: “ Meaningful, accurate, and quantitative data regarding on-field losses will encourage farmers to make data-driven decisions, reconsider the economic analysis of second-pass harvests, and ensure that on-farm food waste is reduced.” Phase II: “ Meaningful, accurate, and quantitative data regarding overharvest losses in both the short and long term will encourage farmers to make data-driven decisions, foster a harvest-what-you-need paradigm , and ensure that on-farm food waste is reduced.” Why the shift? Through user-research, the team discovered that on-field waste plagues large scale operations but the biggest threat to small-scale sustainability is marketing over-harvested produce 27
Production: Positioning Map Easy Barrier ★ Consistently To Implement Over-harvest TARGET REGION ★ Consistently Under-harvest ★ Hire More Harvesters Reduces Reduces Waste Waste Significantly Slightly ★ IoT Intuition Sensor Array ★ Gleaning ★ Blue River High Barrier Tech. To Implement 28
Production: References Design methodologies: theDesignExchange.org Interviews: 1. Tom Shepherd, vegetable and strawberry farmer in Central California 2. Robert (BD) Dautch, vegetable farmer in Southern California 3. Sandy Lejeune, citrus farmer in Southern California 4. Berkeley Farmers’ Market, fruits/vegetables/products farmers in Northern California 29
Thank you - Questions? 30
Recommend
More recommend
