PEMB-Food Innovation Hub (Mao Tzu, Lo)

food innovation hub

Trends Report developed by JĂşlia Tannous Sager, Isabella Viana, Maria Fernanda Jeikel and Mao-Tsu,Lo for PEMB. Final work at the Postgraduate Diploma in Coolhunting, Design and Global Trends at Elisava.

Work supervised by professor Jorge Rodriguez Barcelona, Spain | 2020

take ve ‘cause we gotcha

Contents 6

10

executive summary

introduction

44

110

methodologies

strategy and recommendations

134

140

implemenation in time

144 annexes

conclusions

154

references

EXECUTIVE

SUMMARY

food innovation hub | executive summary

09

Through a collaboration between

grasp their drivers and ways in

Hub will make sure that every

•

ELISAVA (Barcelona School of De-

which they could participate in-

project is well aligned with the

fecting

sign and Engineering) and PEMB

side the Hub

desire of the government to make

right now which are: revisiting

Barcelona a more sustainable and

narratives,

equal city.

and ways to waste.

The main findings we’ve got while

•

developing the project are:

different types of users which

(department

of

Strategic

Plan

for the Barelona’s Metropolitan

Moreover, we followed the Trends

Area), a private non-profit as-

Research methodology to develop

sociation promoted by Barcelo-

signals,

na’s City Council, our team of

that will give us a clearer view

four students worked on a semes-

of

ter-long project in the fall of

trends to think about possible

•

2019. The challenge: help PEMB

scenarios

are really interested in partic-

develop the strategy for a Food

could act in the best way. After

Innovation Hub focused on Food

that,

Design

based on what people think about

•

get to work together in order to

food

ers

solve difficulties in relation to

think it might be in the future.

where

the

stakeholders

the

patterns, future.

we

in

We

which

developed

right

now,

and

trends

used our a

and

these client

we

consumption in Barcelona’s Metropolitan Region.

Using in

the

tools

we’ve

we’ve

uncovered

extent

of

the

food

learned the

are

lacking

is

•

ities directed to the citizens

The Hub needs to hold activ-

that have more opportunities to raise their

our

The Hub needs to have its

own physical space.

recognition for their hard work.

and

for

centers, and big companies.

support from the government, and

think the Hub should look like tool

The Hub will have at least 4

resources,

•

our

economy,

nies and entrepreneurs, research

• What most of the stakehold-

the business model for what we created

sharing

context

ipating in the Hub somehow.

On the other hand, we developed

class,

Barcelona’s

would be: citizens, small compaThe stakeholders interviewed

strategy what

There are 3 main trends af-

The citizens would like to voice

and

acquire

new

industry

client that might help him think

knowledge and experiences.

and its complexities, learning

about new projects to be devel-

the importance of each one of

oped on the future. Our propos-

•

the stakeholders involved. Af-

al, in the end, will enable PEMB

already involved in the food in-

ter understanding the key roles

to connect all of the stakehold-

dustry would like to collaborate

in the industry, we interviewed

ers to the citizens, big compa-

among themselves but don’t trust

a variety of people that focus

nies, and research centers. Fur-

each other enough to talk about

on food and design and tried to

thermore, the existance of the

their current projects.

The business people that are

focus

on

Catalan

and food experiences.

culture

INTRODUCTION

The Master’s Degree in Research for Design and Innovation (MiDi) is a combination of two postgraduates: Trends Research and Design Thinking. Both of them follow a methodology called Learning by Doing where the students have the opportunity to work alongside real companies with a true challenge. This enables the students to practice while they’re learning and actually apply their knowledge in a problematic that belongs to the real world.

For this specific project, we focused on Trends Research in order to reach a solution for our client. There are many ways of approaching Trends, that’s why we use a combination of tools to understand as deeply as possible the methodology and apply the ones that fit better the project.

To put you into context, we’re going to present who we are, who our client is, and what we all expect to do during this semester. We truly hope you enjoy the rest of the report as much as we did with the process.

13

We are a group made by 4 empowered and passionate women that love researching

meet

and are curious about changes in society by the passing of time. By creating Take 5, we are blending our most distinct skills which are human centered design, creative writing, coolhunting, and strategy building.

JĂşlia:

A

foodie,

dog

lover,

ninja

at

crosswords and, most of all, a passionsame time, she has a strong vein in the research of all kinds. Always trying to learn

different

people –

things

from

different

she believes that this thirst

for knowledge makes her job at translating ideas into a visual expression even

WE?

more complete – be they shaped in the form of animations, posters, texts, illustrations, video, photography or even

ARE

packaging.

WHO

team

meet the team

the

ate graphic designer from Brazil. At the

Bella: From Brazil, her great passion is to

understand

and

experience

new

cul-

tures. She graduated in Fashion Design and through her online thrift store has been

increasingly

deepening

into

new

forms of consumption and sustainability. She has had different opportunities

15

that have helped her to under-

Fer: Born in Costa Rica, Fer is

stand a little about how trend

a nature lover and a true free

agencies

spirit.

and

researchers

work

She

considers

herself

around the world. She has also

an independent, energetic, cu-

volunteered at TETO org and has

rious, confident woman. She has a

learned a lot about the impor-

background in Fashion Design and

tance of representative leader-

is always on a constant quest

ship within a community by vis-

for

iting

nearby

fashion, she discovered she is

cities and understanding their

extremely passionate about sus-

stories and limitations in so-

tainability in design projects,

ciety.

natural

some

families

in

knowledge.

fibers,

While

and

studying

everything

that has to do with artisanal Momo: a girl born in Taiwan, she

processes. She has been involved

is an architect and has a major

in

in Urban Planning and Technol-

life and believes that through

ogy. She truly believes in the

perseverance and a great atti-

importance of practical opera-

tude everything is achievable.

tion and cross-field cooperation

lot about the importance of rep-

to create various possibilities.

resentative

She has been focusing on under-

a

standing design as a whole that

families

needs to consider sales, consum-

understanding their stories and

er acceptance and follow-up ser-

limitations in society.

vice satisfaction. She believes in great management, responsibility, and teamwork.

sports

disciplines

community in

leadership by

all

within

visiting

nearby

her

cities

some and

17

“Ask not what you can do for your country.

meet

Ask what’s for lunch.”

Orson Welles

We were very excited to work with Plan

the

Metropolitan

(Plan

Estratégico

Strategic Metropoli-

tano de Barcelona) which is a private non-profit promoted by Barcelona’s City Council.

THEY?

and social agents of the Metropoli-

ARE

It is formed by the main economic

Its main goal is to identify the

WHO

client

meet the client

the

PEMB,

tan Area of Barcelona, 36 municipalities, and 300 organizations.

needs of the Metropolitan Area of Barcelona in the medium term, foresee

tendencies

treats,

and

and

propose

forthcoming solutions

to

tackle the future in the best conditions. It expects to boost economic and social development by promoting

19

meet the context

meet

WHERE

ARE

WE?

Even though our client is not a very old company, they have had a long journey. It began its first strategic plans in 1990 to take advantage of the nomination of Barcelona as the headquarters of the Olympic Games in 1988 and the renovations of

This has been the first time that different companies and associations united in order to achieve something bigger for the development of Barcelona as a whole. Since then, there

context

have been 2 phases, the first one was focused in Barcelona as a City while the second one has been considering Barcelona as a Metropolitan Area.

Nowadays, they are working in the vision of the Plan for

client

2030 which is based on the promotion of social and economic

the

the

the city that were already taking place.

progress, and the use of innovation and sustainable practices. All of this has the purpose to reduce inequalities and spatial segregation in the metropolitan area. Also, the new plan must include the commitment of the “quintuple helix’ which is the public administrations, the private sector, the academic and research world, and the citizenship and its organizations.

- 21 -

When we think about a successful city we all imagine a place where entrepreneurs, investors, fresh talent, and the press are working with each other to make the place and its citizens grow.

However, when we think about how to get there we all might start to talk about different solutions. What can we do to make a city interesting? It could be about the different opportunities the city offers, but also about the quality of the environment, and the support a company might get from the local government.

The government’s interest and willingness to give resources for funding, access to government sponsorship, public initiatives, promoting innovation, and the technology available depends on the economic capabilities of the country itself.

Besides the government support, the city must ensure an open environment with access to talent, a sufficient number of specialists, education facilities, and low labor intensity.

How did Barcelona has become one of the most important cities in Europe? First of all, it’s important to mention that the city is the capital of Catalonia, an autonomous region responsible for 25,2% of the total market of Spain. Because of its industrial tradition, the city has a highly diversified

Barcelona

economic structure that has been focused on being recognized internationally.

According to Business Insider (2017), Barcelona is one of the Top 5 Europe’s biggest startup & innovation hubs. Here are some relevant reasons to justify why Barcelona heads the list of innovation hubs:

food innovation hub | introduction

•

Because

of

ternational

local

talent.

and

in-

Barcelona

- 23 -

ing innovation characters from

The agro-food industry is huge, and it involves a variety of

all over the world.

stakeholders that could revolve around the production, pro-

presents a high quality of life, it has a sunny and relaxed atmo-

•

sphere, which explains why many

working opportunities that cre-

people prefer to live in this

ate

place, even though they receive

ingness

lower salaries compared to some

creativity. At this time most of

other cities in the rest of Eu-

them are about tech, design, and

rope.

business.

•

Because

of

the

memberships

an

environment to

learn

and

of

EO

for

It

beaches,

giving

diverse

opportunities

to

show

many them-

selves.

has

playing

the city as an Innovation Hub, Companies

sold. Because of this, it is logical to notice that there are many people involved throughout the whole industry.

they would like to improve. However, in this changing times,

The quality of life is high

•

sunny.

Spanish

way with the tertiary sector, where the products are finally

Like any other industry, the food one has many challenges

lona Tech City, Catalonia Apps, promote

sector, where the raw materials are obtained, and all the

increase

(almost 300 days per year are

that

consumption. To say it better, it interacts with the primary

will-

and organizations such as BarceOrganization,

cessing, preparation and packaging of foodstuffs for human

It presents events and net-

an

culture,

health and to find a way to completely monitor the production

availability

sports,

music,

the main one is to raise awareness on sustainability and processes: from the flying systems to the traceability of the

different

products, throughout their journeys, and finally to people’s

food-tasting, parks,

consumption.

moun-

tains, etc.) that makes Barcelo-

Nevertheless, this job is not an easy one, since it is influ-

na a place to enjoy life outside

enced by other external elements such as new laws that affect

of work, attracting people from Activa,

that

is a notable organization with

abroad and keeping their local employees motivated.

the main goal of promoting economic growth, being a business

•

incubator program providing ad-

Co. and BBVA bank set their data

vice and supporting startups and

center in the capital of Catalo-

entrepreneurs.

nia, explaining that it has been a

•

It’s

(around

an 30%

international of

the

Big companies such as Pepsi-

major

hub

for

ICT

and

bio-

city

technologies (sectors that are

population

strongly connected to big data

are foreigners), hosting lead-

and data science).

importation and exportation, the struggle between private

industry

Barcelona

food

The

the

•

and manufactures labels, and the Research and Development (R&D) itself, that opens new paths regarding production.

On the other hand, there are many fields of activity related to food, some of them being: meat, fish, vegetables, and milk industries; the biology, physics, and marketing departments; the food science, food technology, and industrial engineering degrees; and research in Ph.D. and/or Masters. So, it is clear that there are many ways to address food problems that not necessarily go hand in hand with everyone’s needs or everyone’s benefits. Because of the number of people involved,

food innovation hub | introduction

- 25 -

“There is no love sincerer than the

The food industry specifically is one of the key sectors in

love of food.”

total net sales and operation incomes of Spain, leading the

Barcelona and Catalonia. It represents more than 20% of the country’s market. Also, it is responsible for fostering com-

George Bernard Shaw

petitiveness, productivity, and the internationalization of companies.

to close the circle, and start

na is internationally recognized with the presence of con-

industry has the capability to

thinking about food production

solidated Catalan chefs like Ferran and Albert Adriá, Joan

impact the environment and peo-

not as an isolated line, but as

Roca, and Jordi Cruz. On the other hand, it has a variety

ple’s

a whole cradle to cradle system.

of universities and technology centers that support a huge

health

by

the

processes

they follow and the quality of the food they produce. So, there

According to Oriol Estela, the

must be protected designations

general

of

“everything is very fragmented

origin

sustainable

and

tradition,

practices

and

relating

and

coordinator

there

are

of

different

PEMB, areas

to the convenience of use and

that work on this issue, such

purchasing.

as economic promotion, consumption or the environment. What is

Just to have an idea, each per-

proposed from the PEMB is joint

son in Catalonia launches around

work

35 kilograms of food waste per

to the whole chain.” (La Van-

year. For about 35 kilograms on

guardia,

average,

could

why the PEMB wants to focus on

feed for almost a whole month

all stages of the food system,

(Catalan

another News,

person

2018).

So,

with

a

holistic

2018).

This

approach explains

the

so then it will be possible to

agro alimentary industry doesn’t

reverse the tendency and mini-

only include production and dis-

mize the future effects of this

tribution but has to take into

“waste moment”.

account a responsible consump-

Barcelona

Besides boasting a rich food and cuisine culture, Barcelo-

agro-alimentary

amount of research and innovation activities in this signif-

in

tion as well. What PEMB aims, is

The

sensitive

ternational food manufacturers and distributors, where some

industry

and

fragile.

is

presented. According to Barcelona Yellow (2019), “in 2018

food

sector

the

this

icant area.

Moreover, there is also the Feria Alimentària which hosts one of the largest foodstuff fairs in the world. This event is held every 2 years and serves as a meeting point for inof the most important innovations of the industry have been the fair attracted over 140,000 buyers from 155 countries and almost 4,000 leading food and beverage manufacturers and distributors of which 1,300 are from 75 different countries.”.

Feria Alimentaria works as a bridge to connect Europe, Africa, and Latin America. They also hold parallel activities linked to research, development and foodstuff innovation, knowledge, creation, nutrition, health, welfare, sustainability, and retail.

- 27 -

Apart

Barce-

aims to gain a greater under-

lona has a strong distribution

from

the

events,

standing of the many possibili-

facility. Its most important one

ties of relationships regarding

is Mercabarna (Mercado de Abas-

the

tecimentos de Barcelona), which

tory,

leads and supplies more than 10

which its activity is conduct-

million people with fresh pro-

ed. Nowadays, they’re focusing

duce.

Mercabarna

also

Industry,

and

the

the

terri-

environment

in

re-

on the socio-economic study of

sponsible for managing the mak-

the whole food chain from the

ing,

producer to the final consumer.

selling,

is

Food

distributing,

importing, and exporting fresh

Where

they

analyze

the

prices

and frozen products, providing

of the products, consumer behav-

products in its best conditions

ior, and the impact of policies.

and exemplary customer service.

On the other hand, it has very

As

the

Metropolitan

strict safety and sustainabili-

Barcelona

ty policies, as well as a green

highly

space for discarding waste.

platforms, and universities en-

and

Region

Catalonia

significant

of

have

facilities,

gaged in research, development, Moreover,

Barcelona

has

agro-food

department

of

the

and innovation in the food sec-

IRTA

tor, it has created a “body of

(Institute of Agrifood Research

business” with the intention to

and

provide

Technology),

which

is

fo-

cused on the promotion of research

and

provides

research

and

develop-

ment services for companies.

technical

assistance services in the eco-

Barcelona has become one of the

nomic and social sciences fields

biggest cities regarding food in

applied to the food sectors.

Europe in terms of the number of jobs

it

generates

compared

to

It is also contributing to the

its size. That’s why there is a

rural development of society and

high attraction value that comes

food innovation hub | introduction

- 29 -

from foreign investments, espe-

value added activities are be-

markets are the largest network

fair), promotional campaigns to

cially in industry and advanced

coming more important.

of food markets in Europe, with

stimulate sales, and so on.

services.

a thousand years of history and Additionally, since 2016, Bar-

acting as a significant part of

Through a unique public/private

lead-

celona has had an important food

the economy of the city. Through

cooperation, the Barcelona City

ing companies are increasingly

platform: the Zona Franca Con-

a

Council

growing

in-

sortium (CZF), which is respon-

mainly of it as fresh produce,

Catalonia are very committed to companies,

Also,

the

presence

and

dustries

of

complementary

have

range

food,

and

Government the

and also help to promote a food

this collaboration has been key

packaging, logistics, and cold

alonia’s

culture based on a balanced and

to

storage. To set an example, Bar-

park. By sharing the same policy

healthy diet.

With

celona’s Zona Franca is strate-

measures, inside the CZF there

gically located between the main

is an area called Enterprise BZi

The markets have become so im-

one of the leading labor markets

logistics

Barcelona’s

for

success

of

the

transformation.

human-resources the

of

future,

prepared

Barcelona

has

be-

that is used by the CZF and Mer-

portant that it promoted an as-

in Europe in terms of critical

ing the principal transport in-

cabarna to develop the Barcelona

sociation

mass

frastructure

Food Platform.

called

terminals,

(ports, and

Spain,

dynamic

the

main industrial zones and Cat-

of

are

and

sible for being one of Spain’s industrial

markets

being

developed

principal

local

of

as well, such as containers and

areas

been

wide

airports,

freight

train

based

Emporium,

in

Barcelona

that

aims

in

high

value-added

sec-

to

tors, highly productive, a wide-

provide markets a voice at the

spread use of technology, and a

station) which is very attrac-

The focus of the platform is to

European Union level, defending

good tendency for innovation and

tive for companies that have to

provide a better service and to

and

creativity.

worry about logistics related to

clarify the forecasts of future

markets as keys to urban, so-

fresh products.

growth. Also, it aims to consol-

cial, cultural, and commercial

idate the whole Food Industry,

development. Acting like bench-

Additionally, the Complementary

as well as the companies that

marks, the markets can promote

Activities Zone (ZAC), is a rel-

operate inside it by character-

health campaigns regarding food

evant differential of that food-

izing the technological changes

issues,

stuff sector from other markets

that the food sector should and

for schools to encourage the use

all over the world. This is pre-

needs to make.

of food markets and great eat-

cisely one of the main things

strengthening

the

educational

role

of

programs

ing habits, organization of mar-

that have helped Mercabarna to

On

the

other

hand,

according

ket and product fairs, partic-

evolve to meet the current needs

to the Barcelona City Council,

ipation in events and workshops

of commerce and consumers as the

2015, the Barcelona’s municipal

(for

example

the

Alimentària

- 31 -

“Part of the secret of success in life is to eat

food

what you like and let the food fight it out inside.�

Mark Twain

a variety of angles. When we think about food and design we usually think about a

IS

IT

IMPORTANT?

chef, or literally about the plate where

HOW

design

food and design

and

Food and Design can be approached from

food is served. However, it is more related to the experience we can provide to the user rather than about the tools we use for eating. Among others, Food Design could be approached in 6 different ways: Design for Food, Design with Food, Design about Food, Food Producto Design, Food Space Design, and Eating Design.

On the other hand, we can see clearer examples of 5 different Food Designers that specialize in the field in different ways.

These are: Marti Guixe in Spain, Marije Vogelzang in the Netherlands, Bompas & Parr in the UK, Honey & Bunny in Austria, and Dato Sato in Japan.

food innovation hub | introduction

- 33 -

Spanish food designer Marti Guixe’s background is interi-

Instead of calling herself a “Food Designer,” Marije says

or design. He is credited with being the first designer to

she’s designing not food per se, but “Eating Design.” In-

come up with “Food Design” (1997). He believes that food is

stead of designing objects, she thinks more about movement.

now a consumer product rather than a necessity. Through his

She believes that food has been created by nature. What

design/exhibition platform, he has redefined the place of

designers do is to change human digestive behavior through

food in society by questioning human behavior (in this case

eating.

eating).

The shape of food is only the visual form that is ultimately represented, not the whole of Eating design. Food gets into

tomato bread project at the H2O gallery in Barcelona, where

our gut, but it affects how our brains and emotions work.

he first came up with the concept of “Food Design”. At that

In her published book Eat Love, she proposes eight design

time, was when people began using computers in an exagger-

philosophies that echo her design thinking and approach.

ated way at work, and affected the eating behavior. He high-

These are: the senses, nature, culture, society, technique,

lights how his objective is not to taste the evolution of

psychology, science, and taken actions. By placing these ob-

food itself, rather than to explore human life behavior and

jects on a plated dish, the brain is led to believe that is

the relationship between food through design.

it full faster than if there were only edible items.

Marti

Marije

Guixe

Vogelzang

In 2007 Marti exhibited Spamt (short for: es pa amb tomaquet)

https://graffica.info/premiosgraffica/marti-guixe (2017)

https://plainmagazine.com/marije-vogelzang-volumes (2017)

food innovation hub | introduction

- 35 -

This is a duo team from London with an architectural back-

Sonja Stummerer and Martin Hablesreiter, an austrian couple

ground, which should be the closest team to Catering in this

who also come from an architectural background, express food

series. Beyond general cognitive dinner, however, they cre-

issues through many publishing and performance forms, such

ate a “multiple sensory experience�. They have people from

as industrial refining, industrial manufacturing, food con-

many backgrounds participating as their team members, such

sumption, and ecology. They even take it further and think

as: chefs, designers, architects, artists, scientists, musi-

about how to bring such thinking into the food industry man-

cians, and cross-border cooperation. They say that, through

ufacturing and mass production.

food, they were able to do the greatest common divisor between art and commerce.

They feel that people should talk about food as an aspect of culture, seeing it as the most important matter of all

but the company Bompas & Parr, the gastronomy of the future

ry’s most game-changing events owe their roots to food, they

was all there, all the while its founders came into a niche

also understand that dozens of habits, norms, cultural and

market to create pieces and designs in food through their

social rituals in our everyday lives do, as well. Their in-

senses, in an artistic and creative way, more than satisfy-

terdisciplinary studio, honey & bunny productions, develops

ing our appetite.

projects, books, films and performances.

Honey

Bompas

&

&

Bunny

and as a design product. In realising that some of histo-

Parr

To think that the food is to satisfy our needs, it is right,

buhomag.elmundo.es/my-life/foodporn/bompas-parr-la-gastronomia-del-futuro (2018)

https://www.damnmagazine.net/2015/09/27/being-sustainable/ (2015)

food innovation hub | introduction

He is an architectural. His best-known food case is probably the “chocolatexture” he designed for the 2015 Maison & Objet furniture fair in Paris, France. Words sounds in Japanese, with many fold word pronunciation, to describe the sharp feeling and the crisp feeling when, through 3D printing technology. Transforming sound into texture and then into taste is a very representative food design work.

The 9 different types of chocolate are made within the same size, 26x26x26mm, featuring pointed tips, hollow interiors, smooth or rough surface textures and, while the raw materials are identical, the distinctive textures create different tastes. Each chocolate is directly named after Japanese expressions used to describe texture such as “tubu-tubu” chunks of smaller chocolate drops and “sube-sube” - smooth

Sato

edges and corners.

“I think the division of food is sick. If we keep on consuming the way we do, we won’t have the foods that we have now, so we need creative ideas to change this food system.”

Daichi

Marije Vogelzang, 2017

thedieline.com/blog/2015/2/11/chocolatexture (2015)

- 39 -

better

understand

how

they

are

struc-

tured, what kind of people they have in them, how they go through the process of hiring people, and what kind of projects they focus on. All of this with the idea of better understanding which kind of strategies would work for Barcelona according to the challenges and the people we have here.

IMPORTANT?

An Innovation Hub is a social community, or work space, or research center that provide subject-matter expertise on technology trends, knowledge and strategic innovation management, and industry-specific insights.

IS

IT

The world’s top Innovation Hubs all have

HOW

hubs

innovation hubs

innovation

benchmark:

The main things we had in mind was to

one thing in common - a strong ecosystem.

In order to establish a strong ecosystem, a Hub must have a large startup community, active investors, established corporations, top universities or research institutions, and a supportive local government. Some of them are: Cue Health, Human Longevity, Staqu, Edge Innovation Hub and Danish Food Cluster.

food innovation hub | introduction

Cue Health

- 41 -

CEO, and CPO. All of them have

lives

a high level of expertise and

life.

a

healthier

and

longer

On

the

been

other

hand,

creating

they

have

alliances

with

They are placed in San Diego,

some of them are even teachers

California and are focused spe-

at prestigious schools such as

As any other Hub, they have a

ic, Lava, Coca Cola, Bing, Jay-

cifically

UCLA, UCSD, and UCSB.

multidisciplinary

What

pore, and more than 30 more as

they offer their employees is a

a strategy to build a stronger

in

Health

Care.

They

use technology and manufactur-

big companies such as Panasonteam.

ing as the main tool to solve

On the other hand, whenever they

variety of compensation programs

community inside and outside the

each one of the problems that

need someone new to make part

and bonuses, financial well-be-

Hub.

arises.

de-

of their team, they upload it

ing, health care, self-fulfill-

softwares

They’re

veloping

currently

at their website and ask for a

ment,

enable

CV and an interview. However, we

ment, fitness classes, massages,

load

people to have a better control

haven’t had the opportunity to

laundry

available at their official web-

of their general health and that

find out if they hire people only

company events, networking op-

site.

will help physicians have better

for specific projects or if they

portunities,

ing for people with more than 3

access to data.

do so in a conventional way as

professional development.

and

different

products

that

will

a

dog

friendly

services,

environ-

game

recognition,

room, and

quality

assurance,

operations,

and

positions

They’re

they

currently

have ask-

of knowledge to fill a full time Staqu

job.

Human Longevity

On

the

other

hand,

they

don’t discuss which benefits the

clinical,

production,

the

years of expertise in their field

part of the company.

Their team is multidisciplinary and is conformed by engineers,

As well as Cue Health, they up-

Staqu is based in India. They’re

employees get if they end up being part of the Innovation Hub.

This is another Hub focused on

using Artificial Intelligence as

testing teams. They offer their

health but with a twist.

the main tool to generate more

employees a competitive salary,

focus, as well, in creating a

security

access to new equipment, snacks

better and faster database that

analysis. Their main goal is to

and treats in the common kitch-

will help people remain healthy.

provide

plat-

Edge is a Hub placed in Ohio,

en, team building activities and

However,

on

forms for large scale analytics,

USA where they focus specifical-

events, health insurance, gym,

specific treatments or illnesses

systematic data extraction, and

ly in food. Their mission is to

and business trips.

but in genes that will give doc-

processing across all domains.

create a synergy between inno-

tors

they

focus

and

businesses

big the

data

Edge Innovation Hub

about

They currently have four prod-

vation and reality so people can

each one of the patients to rec-

ucts which they sell to compa-

have better access to food. They

is conformed by 6 expert board

ommend a personalized treatment

nies. These are: Jarvis, Pais,

also

members,

that

Pine, and Sian.

sustainable, healthy way.

advisors,

plus

the

will

information

systems

Moreover, their operations team 4

enough

don’t

They

assure

the

patient

approach

food

in

a

more

food innovation hub | introduction

- 43 -

They have a very small team that

by creating a tighter community

ty to launch events and to par-

is conformed by the founder, a

and

tal-

ticipate at a High-Level Round

chief advisor, and an executive

ent, investors, and companies.

Table. Moreover, by having the

director.

rely

What they offer is mainly net-

small

big

working, interaction, branding,

have innovation closer to them

companies such as: Donatos Piz-

and visibility. They accept as

that could be useful to develop

za, Grote, BeeHex, Platter, and

members startups and small in-

new products or services.

CIFT. As you can see, they have

dustries, large industries, and

partnered

knowledge

more

on

However,

they

partnerships

with

a

with

restaurant,

providing

knowledge,

institutions.

Howev-

equipment producers, a technol-

er, what they offer to each one

ogy driven company, a salubrity

of them is different.

industries

there,

they

Knowledge Institutions: As well as with the other ones,

focused enterprise, and a tech-

they offer them visibility but,

nical expertise company.

Startups and Small Industries:

On the other hand, they have a

Visibility

networking

the right partners from the in-

space inside the Hub that works

through events. They also give

dustry with the researchers. In

as a coworking center where they

them

this case, the Hub is basically

offer

networking,

which

gives

kitchenette and test kitchens,

about

funding,

dedicated

tools, and events. On the other

mostly, offer them the service of matchmaking where they match

hot

consultancy, offices,

desks,

breakout

and

rooms.

team

space,

conference Lastly,

access

and to

a

them

Food

Finder

information

collaborations,

and

hand, they give the opportunity

the

link

between

research

and

industry, one that almost never exists.

they

to participate in their own com-

One important thing to highlight

also host events as inspiration-

petition to get new funding, and

is that they charge a fee to each

al talks, consortium meetings,

get access to attend the Europe-

one of these members depending

start-ups presentations, facto-

an Food Venture Forum.

on the size of their company. On

ry summits, and many more.

the other hand, they host events Large Industries:

such as conferences and network-

Danish Food Cluster

ing and have a board consisting Visibility,

inspiration,

and

Their main objective is to inno-

matchmaking across the Food In-

vate in the Danish food industry

dustry. They give them the op-

of more than 12 people.

Research: By observing on the web, on the streets, everywhere. We could spot Signals and Patterns that would later help us develop the Trends we’re going to be working with.

This is the phase where we use Ethnographic Research the most since we spot each one of the signals and patterns by mere observation.

Analysis: Once we’ve gathered all of the information we need

METHODOLOGIES

to understand what it means. To do so, we used different tools such as Trends Boarding, Concept Development, and Insights. Moreover, we applied what we’ve learned in Qualita-

As part of our methodologies, we’ve used Trends Research, Qualitative Research, and Ethnographic Research. By applying all of them, we’ve based ourselves on the Design Thinking and Human-Centered Approaches, which are based on exploration, iteration, and collaboration.

At the same time, we’ve divided the Trends Research process into four main steps (Where Qualitative Research and Ethnographic Research are involved). However, it’s important to take into consideration that all of them could be repeated depending on the needs of our clients and of the project itself.

tive Research to direct In-Depth Interviews to have a better perspective of each one of our stakeholders.

Foresight: After analyzing the information, we’re prepared to spot different future scenarios, tribes, personas and narratives. After this we can see where are the business opportunities for our client, and where are people going to place their interests on.

Strategy: This

step would be to recommend our clients the

next steps they should take by presenting metrics and ways our research could be implemented by the company.

Advice: The lasthis step would be to recommend our clients the next steps they should take by presenting metrics and ways our research could be implemented by the company.

Implementation: It’s the last step and it seeks to evaluate the idea or the prototype

together with the client. It can

- 47 -

“The only real stumbling block is fear of failure. In a what-the-hell attitude.”

Julia Child

The first step in our Trends Research was to develop the Signals which are mainly things that may be visible or not, like: people, tions,

places, artifacts

behaviours, and

manifesta-

representations.

After having spotted them, we clusterize them to understand them better and call

ARE

WE?

these clusters Patterns. The criteria we

WHERE

patterns

cooking you’ve got to have

signals and patterns

and

signals

take to group them in the end is chosen by us but the idea is to see in a clearer way the differences and similarities we find between each one of the signals that belong to the same group, which kind of people it addresses, and if it’s a phenomena happening globally or locally.

Right now you’ll see the name we gave to each one of our Patterns, as well as the subject it addresses, and a small explanation of what it is about.

food innovation hub | methodologies

- 49 -

engaging and multifunctional

liar characteristics.

FOOD

hub was created with sustainability in mind to empower stake-

EXPERIENCES

Sharent: Is on a mission to change the way businesses consume when changing venues or using an event space. The digital retail holders, employees, customers, and partners to reuse and recycle

Based on the belief that food is no longer seen as something we

existing products, materials, and experience.

do to survive, but rather a whole experience that helps us feel fulfilled in a way that goes beyond our physiological needs. Some

Nightlight Food Market Hub: The Madame Brussels Lane European

examples are:

Night Market is a new activation in Melbourne that will be hosted every Friday in July. Madame Brussels Lane is a retail hub

Airbnb: The number of experiences listed on Airbnb increased 295

spotlighting food vendors, cafes, hospitality spaces, and shops

percent, year-over-year, from early 2018 to 2019. But despite

and will be transformed into a night market that celebrates in-

the growth strategy, Airbnb is looking for unique experiences

novation while nodding to the 70s.

and will reject ideas that may be too mundane.

Blue Apron: Is an American service of ingredient and recipe meal kits. It operates exclusively in the United States. The weekly boxes contain ingredients and also include suggested recipes

namastay in bed FOOD

SERVICES

that must be cooked by the customer using pre-ordered ingredients.

Equal Parts: It is a platform that facilitates the purchase of kitchenware according to what you believe is necessary for your daily life, and you also have access to eight weeks of text-based guidance from a cooking coach, who’ll regularly send you meal inspiration and answer your questions about what to cook and when, how to sauté, chop, and braise.

Barcelona Food Experience: This platform conducts gastronomic experiences according to the city’s neighborhood and its pecu-

Has to do with more specific needs we have according to food. Companies are creating and improving services that makes the food production, market, and consumption as easy and safe as possible. Nonetheless, we find that some of these developments still have a long way to go or are limiting people to keep being self sufficient and independent human beings. It is also about capturing society’s desire to have more and more products and services quickly and if possible without having to leave the house.

Blockchain Food Tracking: IBM has partnered with Raw Seafoods Inc in an effort to improve food safety using blockchain technol-

food innovation hub | methodologies

- 51 -

ogy. The technology allows IBM to track a shipment of food from

nutrition advice, instructional cooking videos and other con-

the source all the way to the market. However, IBM has had some

tents. Uncle Ben’s is now the first food brand to use the Google

problems with participating suppliers, due to different tech-

Lens in this way, providing a personalized shopping experience

nological capabilities at different points of a supply chain.

that can be customized to make note of user preferences and diet needs.

Grocery Delivery Program Expansion: The service allows users to purchase a number of different food items, including produce and

RX Bars: It’s a cereal bar that have the composition of ingre-

meat. All of the purchases will then be delivered within a two-

dients in their packaging. It’s not about calories, it’s about

hour time span. Users will also be able to access free grocery

understanding exactly what you are consuming.

delivery for orders that are over $35. If orders are under $35, then users will pay a $9.99 delivery fee. Additionally, a one-

Automated Underwater Delivery Submarines: The submarine system

hour delivery option is available for an extra charge of $7.99.

works autonomously to assist with last-mile deliveries by picking up deliveries from cargo ships at sea rather than requiring

optimized and techy TECHNOLOGY

them to make landfall. This could change radically the shipping experience by allowing for an increasing level of efficiency for businesses that are seeking to further streamline protocols.

APPLIED

Shopping Assistant Drones: The drones would help locate the store’s products and conduct price verifications for customers.

Technology for solving a variety of problems among the food in-

Walmart recently signed a patent to include the aerial vehicles

dustry. We see a lot of differences between one and the other,

in their customer service model.

nonetheless, what’s important to appreciate is that people are taking advantage of technology to create things inside the food industry that wouldn’t have been created before. It’s about how we can use these new technologies to change the consumer ex-

Buddha wouldn’t be happy

perience through new packaging, robotic services and delivery

SEDENTARISM

AND

FALSE-WELLNESS

methods.

AI-Powered Rice Packages: Google Lens in partnership with Goo-

While we believe that health in every way should always be a

gle’s AI-powered visual search tool, is making it possible for

priority, we’ve noticed that lately people are over-concerned

consumers to access the Uncle Ben’s brand and discover recipes,

with the subject and, to make it worse, are misguided in their

food innovation hub | methodologies

process by taking decisions by themselves without the lead of professionals. It’s also about the influence of the media on our choices and attitudes, and the feeling that there is always someone doing or showing more than us.

- 53 -

green is the new black POST-CONSUMPTION

ALTERNATIVES

At-Home Food Sensitivity Tests: For those concerned about their nutritional intolerances, a food sensitivity test might be able

Recycling Awareness Beverage Ads: It’s about giving social me-

to help determine a healthy and stress-free diet. One such option

dia a purpose. After using the #NotTrash hashtag on a photo of

on the market is PinnerTest -- a product that is said to be “the

an item, an Instagram user can expect to get a fast response to

most comprehensive” of its kind.

whether the item can be recycled or not. The brand also helps to educate consumers on what symbols to look for on the packaging.

Lost + Found wellness retail space and social hub: It is a social hub and mental wellness retail space. It was created to provide

Social Media Recycling Initiatives: Even though many sustainably

a safe space for those who want to heal personal issues or just

minded consumers are taking an interest in reducing the amount

to have a space that has professionals and a community of people

of waste they generate, it can be confusing to know what kinds of

built on social connections and education.

materials can and can’t be recycled but the brand “Poland Spring” is changing that and the nonprofit “The Recycle Partnership” have

Millennial Financial Wellness Pop-Ups: It is a personal financing

joined forces to offer help with recycling.

platform that is growing increasingly in young audiences especially millenials. This platform helps this audience through

Buy me once e-commerce: They try to find the longest-lasting ver-

advice and empowerment to control their spending and learn how

sion of everything. Whether that product might be manufactured

to handle their own money.

by a big corporation, or by a punchy upstart, they help give those products an audience. They’re campaigning for a law forcing manufacturers to indicate product lifespan before purchase.

Flipfood: Is a cold pressed juice company from Barcelona that makes juices from imperfect fruits and vegetables that are overlooked by the markets. The bottles are made with recycled plastic and instead of generating new plastic, they give another life to

food innovation hub | methodologies

the one that already exists.

- 55 -

vides students with the tools they need to become effective and empowered grassroots leaders in the food justice movement. They

Tasty hour: They receive local surplus food and turn them into

do this by teaching effective community organizing and advocacy

a delicious breakfast, brunch or tapeo for corporate events,

techniques as well as engaging in dialogues about larger social,

delivered to your door. The products and flavours delivered are

economic, and racial, and justice issues.

always a surprise.

embrace your uniqueness

social protagonism SOCIAL

PERSONALIZED

NUTRITION

INCLUSION

With the sustainability concerns and all of these new diets As its name says, it’s based on approaching cultural differences in a way that people can learn experiencing something new. This idea can also be applied among elderly people, people with special needs, or any social group that are usually excluded or marginalized in society. It’s a conduct that involves all spheres of human life, including the cultural dimension and culture as human production.

Mezze restaurant: It’s an restaurant where refugees from the Middle East are trained and employed. They take advantage of the skills that many women and young people bring with them and give them the tools to make their work - and their identity - valued.

They are thus generating sustainable employability solutions and contributing to real inclusion New Roots Cooperative Farm: It’s a Farm School in NYC that pro-

arising, people are beginning to ask themselves if what they’ve learned to eat was because it’s really what their body is asking for or because they were influenced by others. It’s also about the need to have health care services, for example, without leaving home, and about the endless search for new alternative supplements and remedies that fit all the new diets that come along.

DNA Based diets: This diet has been contested by many doctors who believe that DNA testing is not the most useful approach. Their best tool is still to observe how your body responds to a given approach and adjust based on your results.

Personalized

Supplement

Subscriptions:

The

Vitamin

Shoppe’s

‘Only Me’ is a newly launched subscription service that provides people with a personalized supplement plan that supports their unique health and lifestyle needs.

- 57 -

Castellar de Riú

Campins

Instream Energy

food waste

stake

Castellar D N’Hug

Metal Recovery

Castell folit del Boix

Redd on Salmon

Regene rative Organic Cotton

Redd on Salmon

resource degra dation

food waste

produc tion

engaging and multi funcional

trans portation

map

inade quate storage

inade quate transpor tation

proces sing

Buddha wouldn’t be happy

holders

Santa María de Marto relles

it’s good for the eyes

consum ption

waste

food waste

inade quate transpor tation

infor mation overload

diseases

food waste

poorly designed legal frame works

Redd on Salmon

Milk Basket

Convious

1up Health

Guardiola de Berguéda

San Feliú Sassera

San Mateu de Bages

Human Longevity

Merca barna

Mellow Sheng

Ana Parellada

PEMB

Elsa Yranzo

Hidden Factory

Jordi Herrera

Abtoss World Gastronomy

Eva Hausmann

Cecilia Mosze

Makeat

Ignácio de JuanCreix

To visualize it better look at page 147.

(Found on the Digital Annex Methodologies>Understand>Stakeholder’s Map)

food waste

conta mination

Plastic Precios

food innovation hub | methodologies

Since the scope of our project is very big, we decided to begin addressing our project with a Stakeholders map which is going to give us a clearer perspective of the people involved and how they relate

The way we started to do it is by trying to understand the Food Industry (which we explained a little before) and divided it into 5 main steps: production, processing, transportation, consumption, and waste. The next step was to place each one of the participants in the part of the process where they played a bigger

ARE

THEY?

role and see what happened.

WHO

stakeholders map

to each other.

As you can see, we ended up with a polar map, where the bigger amount of people were focused either in production or in consumption. We had a hard time trying to decide in which one focus since, with the limitations of time, we couldn’t address each one of them. Then, we agreed with our client to focus only on consumption, which is the one we feel more related with and where we would have more access to people.

xx

“For me, this sustainable conscience would be respecting the natural processes, the passage of time, identifying the natural and good with the imperfection.”

Elsa Yranzo, 2018

- 61 -

cycles

Placing in a sequence all of the Signals and Patterns we’ve spotted will let us see the flow between cause and effect in the whole process and will clarify the context we’re talking about.

Because there are many contexts we would like to understand, we decided to develop these 3 Cycles: PEMB’s Cycle, the Consumption Cycle, and the Sharing Economy Cycle. In each Cycle, you’ll see how we

ALL DID WHEN

cycles

BEGIN?

ordered each one of the steps and how we addressed one of our signals and/or patterns to each one of the steps.

PEMB’s Cycle We elaborate our client’s cycle because we wanted to understand and appreciate the journey our client has already gone through and to get to know Catalan’s history and culture in a better way.

What we wanted to understand was: What has set each one of the changes in our client’s journey? What phenomena keeps repeating itself along the way? What can we learn from Catalan people and history from this?

food innovation hub | methodologies

1986

2010

To visualize it better look at page 149.

1988 A 1988 B

2011

PEMB cycle

2007

- 63 -

1990 1993

(Found on the Digital Annex Methodologies>Understand>Cycles>PEMB’s Cycle)

patterns

drivers

signals

key events

catalan pride

FlipFood and Es Imperfecto

1999

were the olympics in 92.

However, in the rest of the cases it’s

interesting to highlight that what caused the change was On the other hand, we’ve noticed that what keeps repeating itself in each part of the Cycle are the big events, they are really

1994 2003

It’s clear that the first thing that put everything in motion

turning points for the city of Barcelona and they help to drive the local economy and culture. We’re talking once more about the Olympics but also about the Mobile World Congress, Primave-

other cities projects

city for tourist and citizens

Tasty Hour

ra Sound and the Smart City Expo Congress. Barcelona was also recently being chosen as the World Capital for Sustainable Food in 2020.

As you can see, our Cycle begins with our clients foundation af-

Another thing to highlight is that in every change of governance

ter Barcelona was chosen as the Headquarters of the 92 Olympics.

has had it’s to get more people involved and to become a more

The next steps better explain the process our client had to go

institutionalized company. This is by engaging each time more

through to finally place Barcelona on the map in 1990. Since they

the government as well as the municipalities that surround the

had very good responses from the first city plan, they devel-

main city of Barcelona.

oped a second one having as a goal to give Barcelona a stronger international presence. Then, in 1999 PEMB developed its third

Moreover, we understood better Catalan people and their motives.

strategic plan. Its main goal was to make Barcelona a city of

It is important for Catalan that their stories and dynamics are

knowledge. That’s why they started taking actions in investment,

understood and respected.

innovation, technology, and many more. After having different changes in governance and organization, PEMB decided to become

By developing this cycle, we finally understood that Catalan peo-

more infrastructure driven in 2007, which is interesting because

ple have a deeply rooted culture and they have the need to bring

Barcelona is now known worldwide for their urban planning and

everything locally to appropriate of any initiative being done

strategy. Different changes keep going on until 2011, where Bar-

globally. Additionally, this gave us a clear image about how

celona is now planning to become a smart city.

important it is for our project to make the Hub as Catalan as possible in any way. If we want to engage citizens, we need to

Insights of PEMB’s Cycle:

engage them through their roots and their culture mainly.

food innovation hub | methodologies

- 65 -

Consumption Cycle

Our Cycle begins with the identification of a need, regardless of

There’s no way to address this project if we don’t understand

if it’s related to a physiological one or any other. Then the

the Food Industry first. After having taken the decision to focus

common thing is for us to start looking for a product or infor-

only on Consumption, we decided to create a cycle for it, since

mation of anything that might satisfy that need.After doing re-

there are many steps before a person takes a decision to buy or

search, we evaluate each one of our options regarding our values

not to buy something.

and beliefs of what’s best for us or not. This evaluation may be influenced by marketing, religion, habits, intuition, price, what

What we wanted to understand with this cycle was precisely what

other people are saying, etc.

we wanted to understand with our stakeholders map in the first place, which is which kind of people are involved in which steps.

The next step would be to buy or not to buy that precise product

That’s why we needed to identify which are these steps in the

according to the conclusions we reached. If we don’t buy, this

first place.

part of the process repeats itself until we find something that dna based diets

another evaluation of it: how was it? Did it satisfy my need completely? Finally, the next step would be to get rid of it either by recycling, upcycling, throwing it away, not having waste,

Uncle Bens packages

search for information

among other things.

RX Bars

disposal Buy me Once

consum ption cycle

green is the new back zero waste grocery stores

optimized and techy

evaluate of alternatives

social protagonism

hase rc pu

product evaluation

do n ot

(Found on the Digital Annex Methodologies>Understand>Cycles>Consumption Cycle)

product, we buy it and then we consume it. After this, we make

Buddha wouldn’t be happy

green is the new back

social media recycling inicia tives

will satisfy our needs in the first place. If we end up finding a

At home sensitive tests

Lost + Found

it’s good for the eyes

Coca-Cola ads

To visualize it better look at page 151.

persona lized subscri ptions

Fruta Feia

Mezze restaurant

purchase

green is the new back

namastay in bed blockchain food traking

engage people in our Hub, we need to understand which are their real needs and how can they be satisfied or how they satisfy them

Airbnb experiences

optimized and techy Amazon Fresh

The first thing we realized is that such as the consumption cycle we have to understand the need need of our client. If we want to

collective farms

consumption coffee scrubs

Insights of the Consumption’s Cycle:

engaging and multi functional

right now. That way, we can try to improve their experience or change their solution completely.

Equal Parts shopping assistant drones

delivery submarines

Moreover, we need to understand where do people go for recommendations? Is it social media? Word of mouth? Which is the most

food innovation hub | methodologies

- 67 -

Sharing Economy Cycle

to share this good that costs them so much and maybe profit a

As we go deeper into the project and into our research, we found

little bit more from it. The next step would be for someone to

out that sharing economy appears constantly in different sub-

see the announcement and agree to use the product owned by the

jects. We are going to deepen on it later, but it is a trend

first party. This exchange promotes each time more the idea that

right now and we need to understand how and why it arises. In

maybe is more convenient to have access to things without actual-

the end, the whole idea of the Hub is mainly based on Sharing

ly owning them. Moreover, this creates and exchange that depends

Economy and Collaboration.

mainly on trust between people, which ends up creating a bigger

optimized and techy

(Found on the Digital Annex Methodologies>Understand>Cycles>Sharing Economy

To visualize it better look at page 153.

and tighter community. Since today’s market is actually based on engaging and multi functional

completely the opposite (capitalist mindsets and companies ruling the world), this eventually ends up disrupting the current

crowfund ings delivery submarines

coworking spaces

desire to maximize the value of an owened good

optimized and techy

online banking

disruption of the industry

social protagonism

engaging and multi functional

Insights of the Sharing Economy Cycle:

anoter party uses the good

Sharing economy is a new way of thinking about exchanges. It is focused much more on interchanging experiences and interdisci-

engaging and multi functional Airbnb experiences

generates a larger community and/or companies

the exchange promotes that better to have access rather than oweing something

the process develops trust among the players

social protagonism

market and opens up more opportunities to new models to arise.

Home Exchanging

sharing economy cycle

Udemy

freelan cing websites

using technology to communicate the availability of their good

Rover

Our Hub is based on this concept in the sense that we will be solving problems through the interdisciplinary stakeholder connection. Each one of them will be divided into the following

Uber

social protagonism

engaging and multi functional

plinarity rather than only owning something.

green is the new back

You can see that the cycle starts with the desire to maximize the value of a product (or really anything) you have. For example, people who own a car have spent so much money buying it, and it just sits there more than half of the way in between trips.

Then, people start using technology to spread out their desire

areas: education, learning, entrepreneurship, research, and development.

We must take into consideration that, since our Hub is already an effect from the Sharing Economy Mindset, we should focus mainly on generating, or enabling, the space so people can create a tighter community.

- 69 -

As

you’ve

noticed,

our

project

relies

mainly on the people that are going to

in -

be part of it. Since everybody needs to eat, we could imply that each one of the citizens currently living in Barcelona could be a important participant in the of better to interview the key people who could give us a clearer view into how they are used to behave around food, what

THEY

CONTRIBUTE?

they think about the Food Innovation Hub, how do they think they could participate in this initiative, and much more.

We decided to interview two entrepreneurs that are already working in projects related to food, a chef that is specialized in Food and Design, another chef that’s focused on cultural preservation through teaching

and

research,

a

male

Catalan

citizen, and the designer director from

CAN

Barcelona Activa that focuses her job on

HOW

interviews

in-depth interviews

depth

the Hub. However, we believe it would be

social development.

We’ve decided to make in-depth interviews where we had a specific script, however we were also flexible enough to adapt ourselves to where conversation lead us.

(Found on the Digital Annex Methodologies>Understand>In-Depth Interviews)

food innovation hub | methodologies

- 71 -

Interview with Juan U.

vations about why he does what he does.

Who is he: He is an entrepreneur and has found-

When we met: We interviewed him at one of the

ed his own company, which is a center that aims

places where he works. He has his own company

to be the intersecting “point of connection of

and works for an even bigger one as well so we

the gastronomy with design, creativity & new

met on the second one.

technologies�. Because of his profile, we were very interested in talking to him and getting

What we learned: What moved us the most was how

to know his perspective with food and design.

passionate he was about everything and how that was the only thing that kept him trying harder

When we met: We interviewed him at Elisava in

each day. He believes in collaboration and in

the morning, when he kindly took time to speak

uniting forces to achieve better results. He

with us.

is focusing the most in technologies and in new ways to find new values in what we consider

What we learned: We’ve discovered that Juan

waste nowadays.

U. is a very passionate professional, really interested in being around students and re-

Interview with Elsa Y.

searchers from universities and schools. He believes that collaboration among people from

Who is she: Elsa Yranzo runs her own creative

diferent fields can take innovation through a

studio for food, art & design. She designs and

whole new level and that, maybe in the beggin-

produce artistic installations using food and

ing of the Hub, citizens should be left aside .

gastronomy as a means of communication. Her goal is to build ties with food through ex-

Interview with Ignacio de Juan C.

periences, design, art and beauty. She works with companies, institutions and brands in a

Who is he: He is also an entrepreneur (actual-

personalized

ly, we later found out that he and Juan were

communicate experiences for their consumers,

relatives) and has founded his own company as

customers or employees. Multiple creative dis-

well. He is currently working in a Food Inno-

ciplines participate in all of her projects.

vation Hub himself and told us about his moti-

She works, among others, with chefs, design-

way

to

help

them

generate

and

food innovation hub | methodologies

- 73 -

ers, farmers, artisans, artists, architects,

everything better through food education. She

sociologists

believes that combining food with culture creates the power of inheritance.

When we met: We interviewed her at Elisava during the morning, when she kindly agreed to

Interview with Guillem A.

meet with us.

Who is he: He represents the citizens. He is What we learned: Elsa does not believe in big

a 22 year old man from catalunya that’s very

companies. She strongly thinks that, in order

passionate about food and everything related

to make change, we have to start by the little

to it. He enjoys being among subjects related

things ourselves. She is a food lover and wants

to food even in his free time, cooking, looking

to be part of that change by transmitting her

for new recipes, etc. He studied product design

knowledge to others. She is an activist and

and wants to specialize in Food Design and Art

regurlarly uses food as a tool to protest.

Direction in the future.

Interview with Mellow S.

When we met: We met at Elisava for the interview. He agreed to speak with us after his

Who is she: She is a girl from Taiwan who came

working hours.

to Barcelona for work. She used to be a graphic designer, but now she pays more attention

What we learned: There are people really in-

to food and cultural heritage. Her workshop

terested in learning more about cooking, and

is currently promoting Taiwanese tea, Chinese

food in general, who would like to have a place

calligraphy and food education.

to go to get new knowledge and experiences. He would like to be involved in any project be-

When we met: We met at the cafe next to her

ing developed by companies. He wants to speak

workshop.

up and wants to be considered when decisions

Have

an

interesting

conversation

with relaxed and comfortable.

are being made. He’s passionate about food. He sees it as an emotional art rather than a basic

What we learned: She has the courage to pro-

need, so the way to approach him is completely

mote what she thinks makes sense. She made

different than most of the citizens.

- 75 -

Interview with Mireia O. Who is she: she works at Barcelona Activa. Is one of the voices from the government we had the opportunity to speak to. She is a promoter of Innovation and Design for the city and is always looking for more opportunities to improve the sector.

When we met: we met at the Barcelona Activa Headquarters near Glories. We waited for her in a conference room in a very big and nice building What we learned: The government is willing to give the support and resources to any project being developed. However, they want other people to start working on them, since they don’t have enough people that can help in the development of external projects from scratch.

She’s very interested in the Hub and considers that Barcelona really needs it. It would be the starting point to reach solutions to any problem arising nowadays. Other than monetary help and the services Barcelona Activa provides, she doesn’t know how else she, or the government, could help in this initiative.

- 77 -

“How can you govern a country which has 246 Charles de Gaulle

Persona is the fictitious representation of the ideal customer of a business. It is based on real data about customers’ demographic

characteristics

and

behav-

ior, as well as their personal histories, cerns (RESULTADOS DIGITAIS, 2019).

Now that we’ve done our in-depth interviews, we have enough information to de-

MOVES

THEM?

motivations, goals, challenges and con-

velop Personas that will later become ar-

WHAT

drivers

varieties of cheese?”

personas and drivers

and

personas

pathize more with them. Once you analyze

chetypes and/or tribes. Doing a Persona is always helpful because it brings you closer to the people and helps you emthem in a more personal way, you’re able to see which are the real motivations behind everything hence, you can develop a product or a service that truly provides value to them.

food innovation hub | methodologies

- 79 -

Oriol The client Tribes and Background

Main driver

The Sherers. He’s a Catalan geog-

To prove to himself and to others that he has the tools to make

rapher and economist.

Barcelona a better place to its citizens.

What he thinks and feels

What he hears

He dreams about putting strate-

He’s usually influenced (and pressured) by what other cities

gies into action that will engage

are doing, and by his colleagues asking him what’s the next

the community and will finally make

move and how they’re going to solve a specific challenge. He

Barcelona a better place to live.

has a presence on Twitter and likes to be updated in the la-

He sometimes gets frustrated by

tests news.

his

tight

agenda,

bureaucracy,

and lack of interest from people beside him.

What he sees His

What he sees

environment

looks

full

of

knowledge but also busy and a little

bit

messy.

surroundings

by

He

contacts

traveling,

He is always attentive and calm, but doesn’t hesitate to speak out loud when he doesn’t agree with someone.

his net-

working, and observation.

His gains

His pains

Measures success with data, met-

He’s afraid of losing both opportunities and money. He doesn’t

rics, and tangible results. De-

want to be caught by surprise. He gets frustrated by lacking

sires to see his city thrive and

a proper plan and being behind others.

to keep launching projects that make life for locals better.

food innovation hub | methodologies

- 81 -

Mireia Barcelona Activa Tribes and Background The

Catalan

To connect the industry, the market, and citizens through

design director from a public in-

design. Design is the tool to solve many of today’s problems.

What she thinks and feels

What she hears

She dreams about taking design to

She likes to keep up with the news. She listens to podcasts,

every field and to create a strong

people talking in the streets, and documentaries. She likes

community of designers where they

to keep updated and is always asking people around her how

can work together. Also, she al-

they’re doing.

ways

activists.

enjoys

She’s

Main driver a

expanding

her

net-

works, since it makes it easier for her to connect people and assign them to the specific projects.

What she sees Her

environment

What she says and does and

She is attentive, empathic, but also down to Earth. She has a

full of people. She feels appre-

very positive attitude and thinks everything is possible with

ciated

the right partners and with the willingness to achieve it. She

when

looks

people

ask

busy for

her

advice, and when she gets invited

is always motivating people to keep going and to do better.

to events, meetings, and talks.

Her gains

Her pains

Attentive, empathic, but also down

She always worries about how she can solve or launch a specific

to Earth. She has a very positive

project and is afraid of not being aware of things. She gets

attitude and thinks everything is

frustrated by bureaucracy and being kept in the dark of what

possible with the right partners

other people are currently doing.

and with the willingnes.

food innovation hub | methodologies

- 83 -

Nacho Entrepreneur Tribes and Background

Main driver

The Sherers. Catalan entrepreneur

To leave an even better place where his son could grow happily

and CEO of his own company.

and without worries.

What he thinks and feels

What he hears

He believes that each problem can

Podcasts and documentaries about other innovators. He’s al-

be solved through a collaborative

ways asked questions like “how did you do this?”.

approach. One of his main ambitions is to be considered at the same level of the people he admires the most, to get to work with

the

biggest

brands

on

the

world, and to be recognized.

What he sees

What he says and does

He sees other people’s behaviours

He keeps updated on the latest innovations and on the people

and

that

behind them. He spends time with his family and is always

could be reused and revalued: he

talkative, attentive, and curious about the world that sur-

people

wasting

things

sees people throwing money away all of the time.

His gains

His pains

He desires and needs good allies.

His main fear is to not have achieved as much as he would have

He measures his success by see-

liked because of lack of time or lack of resources.

ing his projects and plans take shape.

food innovation hub | methodologies

- 85 -

Ada Chef Tribes and Background

Main driver

The Chefs. A Catalan Chef and own-

Her main driver is to get the help she needs to keep her busi-

er of her own restaurant.

ness afloat and keep devoting her time doing what she loves.

What she thinks and feels

What she hears

She desires to keep catalan cui-

She hears people acknowledging her work since she is an inde-

sine alive and would like for peo-

pendent woman that has managed to keep a restaurant alive for

ple to actually value it. She also

more than 30 years.

wants to survive in a competitive market where food chains are taking control of the industry.

What he says and does

What she sees She

having

She is always curious, excited, and has an outstanding will-

many resources and personnel that

sees

big

companies

ingness to help. She has written many books about child nu-

allow them to innovate, while she

trition, recipes, and has even written a novel. She feels

recognizes herself as someone be-

concerned about food waste the most and looks for every oppor-

ing drowned by the daily routine

tunity to make people realize the big problematic behind it.

she needs to control to keep her restaurant alive.

Her gains

Her pains

To see she has been making a dif-

Her main frustration is the belief that she can’t survive a

ference in people’s mindset to-

globalized world by herself but that she doesn’t have the re-

wards

sources to expand her business either.

waste.

food

in

general

and

food

food innovation hub | methodologies

- 87 -

Guillem Citizen Tribes and Background

Main driver

The foodies. A young, Catalan prod-

To prove to himself and to others that he has the tools to make

uct designer.

Barcelona a better place to its citizens.

What he thinks and feels

What he hears

He dreams about dedicating himself

That he is crazy, that they don’t understand how he dedicates

to Food and Design and redefining

so much time to do things that other people consider boring

the eating experience to people

and an obligation.

surrounding him. He is very passionate about food and would like for people to feel the same way he does.

What he sees He

sees

their

What he sees

her

colleagues

connection

missing

ipes. He likes to cook for his whole family and share a nice

lacking the experience he loves

meal with all of them after it. He says that his favorite

so

moments with the people he cares about are always related to

about

eating,

food

He loves to experiment with new ingredients and cooking rec-

and

much

with

going

to

the market, and sharing with his

food.

family

His gains

His pains

to be able to experience food in

Being each time in a more insensitive environment where peo-

a

him

ple no longer support local producers or care about natural

with the people he loves. To have

products at all. He is afraid that people’s lack of interest

found the opportunity to connect

will eventually change the experiences he appreciates so much.

deep

way

that

reconnects

his studies with food.

- 89 -

Tribes are groups of people who are associated with a common passion. They move collectively and are ambassadors of this

tribes

lifestyle. Understanding the tribes related to our project helps us to properly analyze their rituals and practices. By that, we can collaborate alongside them in the development of projects, events, and

initiatives.

Most

importantly,

we

can better spot their needs and derive a perceived value into each one of the projects developed inside of the Hub to engage them better and make it easier for

THEY WHOM TO

tribes

BELONG?

people to collaborate. In this case, we developed 7 tribes.

As we’ve said so many times before, food involves everyone. That means that the universo of tribes can be endless. However, we based these tribes on the information gathered so far, depending on the people we’ve interviewed and the people we believe are a crucial part to make the Hub work properly. These tribes are: The

Sharers,

Vegans,

The

Foodies,

The

Chefs, The Activists, Salesmen, and the Lazy Consumers. Our tribes are exactly our personas in a sense that they are people who are acting and working within these real dynamics of the food industry in barcelona.

food innovation hub | methodologies

The Sharers

- 91 -

if they’re living and eating in

al life. They act as a bridge

They

the most sustainable way. They

between

and

themselves that convince people

They are the entrepreneurs that

inspired wellness movements and

the

also

to do what they want. They are

love to keep connected and seek

made being “natural” cool again.

considered artists by combining

spread throughout the industry,

flavors,

from markets to restaurants, and

to share their experiences and knowledge with others. They pri-

Foodies

the

food

population. colors,

industry They and

are

textures.

They accompany societal changes

oritize flexibility in relation

have

ways

of

expressing

shops.

and transform them into palpable

to their job, time, and personal

They are all about the food expe-

relationships. Because of that,

rience and travel (and pay dear-

they will combine leisure with

ly) for special dishes in nice

work life to have a balanced and

restaurants. They use food as a

fulfilled

to

way of understanding different

They

work in co-working spaces rather

cultures. They are not necessar-

based on their high education-

are always consuming on the fast

than in their own offices and are

ily connected to sustainability

al levels and economic status.

food

always looking to try out new

but

production

They are always paying attention

example. Usually they are those

economic and marketing models to

process of what they eat. They

to what the companies and the

who

their own companies.

inspire magazines, events, and

government are doing in general

pointments and only eat out of

restaurants. Over time, they be-

but mainly related to the en-

necessity, without pleasure in

gan to use social media to in-

vironment.

the experience.

fluence

ferent layers of society to be

life.

They

prefer

Vegans

care

about

people

the

and

communicate

products ready to be consumed.

Lazy Consumers

Activists

They and

have

strong

They

push

ideologies

the

dif-

They seek to live a healthier

their findings, tastes, and trips

transparent,

life in every sense, both be-

around the world.

coherent. They often share their

cause it is good for the environment or for their own. They

accountable,

and

opinions on social networks and Chefs

always

often raise questions for those

use

these

platforms

to

complain about products and ser-

around them and challenge their

They are passionate about their

daily decisions. They are always

careers

attentive and aim to be heard by

ing for ways to improve their

big companies generating inno-

skills.

vation. They influence the main-

tight schedule, they can’t have

They are those who can persuade

stream by making people wonder

an

people through their opinions.

and

are

Because

active

social

always they and

vices.

look-

have

Salesmen

a

person-

don’t just

present.

That

and do

care

want

to

go

live

means

fashion

not

about

to

health in

that

industry medical

the they for ap-

- 93 -

trends

The the trends mapping is used to organize the trends hierarchically and, from there,

organize

them

by

establishing

their connections through out their conect we prioritized those that, despite representing changes in global mindsets, are both very present in the local imagination, which is very peculiar and important to us (FSG, 2016).

Trend mapping can support systems think-

CAN

WE

USE?

ing and practice by their context - un-

WHAT

trends mapping

mapping

cepts. In the specific case of our proj-

derstanding

an

issue’s

landscape

and

history; by dentifying how various contextual factors (e.g., social, political, cultural, and economic developments and events) - how they influence a goal; by making onnections and exploring relationships, momentum, and energy among the trends on the map; and by spotting patterns among the key trends that influences the goal, understanding how policies or social and cultural norms are changing, in addition to becoming aware about the relationships between outputs and outcomes and external

food innovation hub | methodologies

Paradigm

- 95 -

complex (PETERSON INSTITUTE FOR INTERNATIONAL ECONOMICS, 2019).

Our trends mapping begins with the paradigm of lack of transparency,

informed. Of course there are many advances that have taken place Macro Trends

and today we can talk about things like artificial intelligence

and

FOMO

Out).

This

Sustainability: It’s about be-

of what is human and robotic and their new dimensions. All of

means that society no longer re-

ing aware that our resources are

this raises questions such as the value of human labor and espe-

lies on the structures that were

finite. and so we want to try to

cially how our relationships will be from now on.

once

everything.

live in a way that is more con-

Volatility appears as a need for

cerned with the environment and

symbol recycling and as a hyper-

the

modern fluidity that calls into

that have already caused damage

Green pressure, responsible consumption, ways to waste, collabo-

question our self-image and our

to land and society as a result.

rative mindset, and sharing economy are some of the micro trends

sense of belonging. That’s why

Clearly

the

developed from the macro Sustainability. From the macro Sevis-

FOMO comes, after all of this,

feeling of guilt that we carry.

iting Narratives, the micro are: urbanity, personalization and

(Fear

volatility,

Hyper Connection: It’s about the need to be always connected and

Of

the

Missing

basis

of

for example, but another factor to think about is the extension

consequences

it

is

of

also

about

as a response to the fast chang-

power to the people. Finally, from the macro hyperconection we Revisiting

es we´ve been through.

about Mega Trend

the

Narratives:

nostalgia

sense

that

and

It’s

memory

connectus

in

Mega

tion.

It

Trend

is

occupies

Globalizathis

space

tity elements and symbols that represent

our

roots.

specifically

of

It

we can think of Catalan culture

and

as a symbol of resistance that

our

society our

structures. modernity

alive

the

our

Thinking

because it affects large parts emphasizes

about

sense

project

of

have the micros human to human (a counter movement of the macro), hybridization and secret and disconnected.

with

the experiences that carry idenOur

Micro trends

attitudes

the rapid changes that have al-

keeps

tered our forms of consumption

longing over time and, somehow,

be-

and lifestyles. The wide-rang-

keeps reinventing itself to re-

ing effects of globalization are

main relevant.

revisiting narratives

sustainability

hyperconnection

power to the people

responsible consumption

secret and disconnected

personalization

collaborative mindset

human to human

power to the people

sharing economy

hybridization

ways to waste green pressure

- 97 -

“Anything is good if it’s made of chocolate.”

Jo Brand

The trends framework is a summary of the trends mapping according to what relates the most to our project and the personas we’ve developed. From all macro and micro trends we have selected the ones we think are the most relevant ones are: Revisiting Narratives, Ways to Waste, and

USE?

We chose the macro Revisiting Narratives

WE

and they would like to get closer to it

CAN

Sharing Economy.

namics. On the other hand, Ways to Waste

WHAT

trends framework

framework

trends

because we noticed that Catalan people are very concerned about their culture and get to know more about Catalanl dyis

about

the

main

issue

that

will

be

discussed during the projects or events, which

is

sustainability,

new

ways

of

dealing with waste, overproduction, and poor distribution of food. While, Sharing Economy is the foundation of the Hub and the way services and activities will be developed by the stakeholders involved.

- 99 -

It’s a tool about understanding how long the selected trends will remain pertinent within a particular context. We know

archeology

that transformations and evolution always happen, however, we need to prepare ourselves and consequently prepare our do that, we use all the research we’ve gathered and the knowledge we have about the industry, our client, and the people

TIME?

involved in the project.

As you can see, we divide the graph into 4 different times, the first is the past (1990), the second is the present (2020), and the last is 10 years after that.

Through our analysis we understand that the first macro Revisiting Narratives begins stably and ends up growing exponentially, this is due to the fact that the

THEY

BEHAVE

ON

the third is 18 months into the future,

Catalunya history keeps being discussed

HOW

trend

archeology of a trend

of a

client for possible future scenarios. To

alan Culture is what gives people the

and so the feelings of independency. As we’ve mentioned before, we noticed Catfeeling of belonging and the will to be better each time. Since people are nowadays trying to recover these tight communities we see Catalan interests and culture growing each time more.

- 101 -

The micro Ways to Waste in 1990 was little discussed, because abundance was highly valued,

and so it kept falling until it

came to light today. Nowadays, we believe it will remain relevant for a while until it becomes a natural and forced practice. So, maybe, it will still be discussed but in different ways and with other contexts.On the other hand, we believe that the micro Sharing Economwill be something long discussed.

Especially after

the First and Second World War where it was necessary to ration food, clothing, etc. From then on, the idea of sharing changed its name and will keep adapting to the new needs of society, thus will remain relevant.

past

today

(1990)

(2020)

sharing economy

in 18 months

revisiting narratives

in 10 years

ways to waste

- 103 -

Strategy by projection is based on looking

internally

at

your

organization’s

strengths, weaknesses, processes, struc-

strategy

ture, culture, technology, financial capacity etc. and projecting what you can achieve with these resources over a certool, built on analysis of data collected

through

established

organizational

processes. It ensures the strategic direction chosen is based upon the resources and skills of the organization. Strategy by projection supports this natural tendency and as such, is often associated with incremental improvement (Ron Robinson, 2002).

We use it to prioritize our actionable

WE

trends. This activity helped us to better understand our project and to focus only

WILL

BE

USING

THEM?

structures and understood and accepted

Since a Trend is something that affects

HOW

strategy projection

projection

tain period of time. It is a powerful

take them into consideration. For this

into one piece of information at a time. every area of every industry, we need to be careful while trying to apply them and specific exercise, we decided to place in a priority our trends in the following order: Revisiting Narratives in the Short Term, Sharing Economy in the Mid Term, and Ways to Waste in the Long Term.

Ways to Waste was placed in the

long term

long term in terms of priori-

mid term

It

ties but it’s between short and

short term

Once we have the people we would

Economy.

As we mentioned before, if we

need to define the structure and

Sharing

our

mid term in relation to how long

launch

the

to

the way all of them are going

Ways to Waste is the one that’s

trends

to be organized. As we said,

going to give us the subjects

our

of

is

Sharing Economy is gaining more

that are discussed inside the

alive.

project it would be Revisiting

importance

Hub along with the events and

staying

because,

changing people’s mindset along

activities. However, since we

is

before doing anything else, we

the way. If we don’t base our

already mentioned Ways to Waste

Trends would.

a foundation as the other two

Trend

would need to seduce the peo-

Hub under those beliefs, people

Once

is

ple that’s going to participate

are not going to be convinced

value.

This

in the Hub and understand where

Narratives.

they’re

is going down in a period of

and

they

10 years, it wouldn’t work as

time

already engaged, we could start

in the institution and it’s go-

each

thinking about anything else.

ing to lose its reliability.

ture.

phasize so much in Catalan Cul-

and culture, that’s why we em-

the importance of our own roots

people close to you and about

iting Narratives is about the

find

As we mentioned before, Revis-

be

Ferran Àdria, 2019

would have to choose only one

would

We are fortunate to have an incredible generation of chefs and restaurateurs, the most prepared and brilliant in history, and certainly the next will be even more.

- 107 -

After the whole process, we’ve found 7 key findings in which we would summarize the whole research. Some of them were

key

gathered from the context, others from the interviews, others from the trends.

However, regardless of where they come from, we believe that they should be taken into consideration at the time the are:

Business

people

vs.

Citizens,

A

Physical Presence, All About Cultural Experiences, Democratization of Knowledge, Breaking the Walls, and We’re Enablers.

We’ll explain further each one of them.

Business People vs. Citizens After creating our Stakeholder’s Map and interviewing some of them, we’ve come to understand that the Hub would have two

UP

main users: business people on one side,

SUMMING

key findings

findings

client decides to launch the Hub. These

and citizens on the other one. Because their interests, knowledge, and experience is so different from one another, we would need to include them in a very different way. Yes, we would need both of them participating in the Hub, but we wouldn’t provide the same values to each one of them. The good part is, that great part of the value we’ll be offering would be to be close to one another.

food innovation hub | methodologies

A Physical Experience

- 109 -

new things about their culture,

the end, it’s about giving peo-

the common good. The value ex-

their health, and their eating

ple the right tools so they can

change is there, we got to meet

Apart from the other report made

habits. It’s a space where pro-

raise their voice with real ar-

people that already had what the

by

6

fessionals will have closeness

guments against, or on behalf,

other one needed, they just de-

months ago, we believe that a

Elisava’s

MiDi

with the final consumer so they

companies that rule the Catalan

cide to not ask for help because

physical space is a must for our

can assess and better understand

Market. We would be giving them

of mistrustfulness.

stakeholders. We need to enable

their

the power to take smart deci-

connections,

Since these needs are not always

and

students

virtual

ones

real

same

needs

ones

and

all

desires.

around

sions along all the way.

We’re Enablers

Breaking the Walls

One

are no longer enough. Food is

the

the

a cultural and a shared prac-

world, we would need to start

tice, and to not enable a phys-

local first to later on take Cat-

ical space to them would be to

alan culture to the World and

All of the business people in-

ing to participate in the Hub,

put barriers into their commu-

the other way around.

terviewed agreed that the Hub is

each one of them already have

needed in the city and that they

their

would love to participate on it

would like to keep on working

nication. On the other side, we believe that the Hub would be

Democratization of Knowledge

useful for the city’s government

of

the

main

findings

was

that, even if people are ach-

personal

projects

and

anyway they can. However, we no-

on them. Moreover, all of them

to give the World another rea-

It

discussion

ticed that, even if they already

also

son to watch Barcelona. Because

throughout the process: how can

know the people in the industry,

have

of that, we would need to give

we

in

they don’t rely on each other.

ties they need to work so they

reliability to the institution

the

processes

To say it best, it’s not that

wouldn’t move to the Hub to work

through a building people could

and in the business people ac-

they lack the networking to col-

there permanently, at least not

use as an icon and even visit.

tivities? The Hub needs to be a

laborate and work together, it’s

at

space where knowledge is finally

that they don’t trust each oth-

we reached the conclusion that,

democratized so people can have

er enough to tell others what

we’re

more access to information. In

they’re

thing.

As we keep mentioning, the Hub

the end, it’s about giving peo-

Because of that, we need to base

with facilities, but we’ll also

would need to be a platform Bar-

ple the right tools so they can

our Hub on trust so the business

develop a model in which these

celona’s citizens could use to

raise their voice with real ar-

people

walls,

people can participate without

explore, experiment, and learn

guments against, or on behalf,

open up, and start working for

having to be there all day long.

All About Cultural Experiences

was

a

involve

long-term common

decision

citizens

making

currently

can

break

working

their

on.

agreed the

the

that

offices

beginning. more

they

already

and

facili-

That’s

enablers

We’ll

provide

than a

why, anyspace

STRATEGY

AND

RECOMMENDATIONS

The whole strategy and recommendations we can make to our client begins with developing a Business Model. Since the Hub doesn’t exist yet, it would be impossible to assess with actionable trends or activities if we don’t have first, the idea of the company itself.

To create the structure and the value proposition of the Hub itself, we took into consideration ideas we’ve got from the benchmarking, our spotted trends, and the needs of our stakeholders interviewed. Not to mention ways in which the Hub could relate perfectly to Barcelona’s context and culture, as well as ways to profit, how to get internationally recognized, and how to scale.

We’ve also developed a tool based on all of the research done throughout the semester. One of the main challenges for us was to define which kind of activities should the Hub focus on and which kind of people to involve. After having developed the Tribes and the Trends, we discovered that each activity would depend on the people involved and vice versa.

That’s why we decided to create a dynamic tool for our client that will help him define which kind of activities, values, tribes, themes, and challenges could be developed each time they want to solve a specific problem.

- 113 -

We decided to use the Business Model Canvas as a tool to develop the skeleton for our Hub and we’ll explain it soon.

business

However, we would like to talk about our general proposal before presenting the Business Model so it can be better understood.

For

the

general

structure

of

the

Hub

we’ve thought about a platform in which we have the citizens, small companies or independent stakeholders, and big companies. The main idea of the Hub would be gy and the necessary equipment so people can go there to work.

The idea would be to have at least 3 fixed employees in the Hub managing everything, to have the independent entrepreneurs and

COME?

small companies as members of the Hub,

HOW

business idea

idea

to have a space with the latest technolo-

and to have big companies as clients.

As we’ve mentioned before, citizens are looking more into local products, companies, and behaviors as a response to capitalism and globalization. Since citizens no longer trust big companies, these will need to gain reliability to survive in this changing world. On the other hand, we have entrepreneurs and small companies

food innovation hub | strategy and recommendations

that

already

have

support

with each one of the members of

completely free and some others

from the citizens, the willing-

the Hub, their expertise, port-

will have a cost. From the cit-

ness to improve the system, and

folio,

izens that participate in these

the creativity to innovate, but

match a team with the big com-

initiatives,

are

lacking

and

pany so they can begin working

their

the

reach

the

the

- 115 -

resources

these

etc.

and

will

data

the and

Hub

will

get

will

also

add

companies

on the project for a set period

them to the database so they can

already have. Finally, we have

of time. Later on, the company

have

the

research

big

desires,

from

people

uni-

will pay the Hub for the project

they might need to test, inter-

being developed and the Hub will

view,

the knowledge and the talent but

pay the participants so they can

ects

don’t have the ability to influ-

reinvest

personal

big companies. This means that,

ence the industry or the market.

projects. For the members of the

apart from the events, regular

Hub being a part of it it will

citizens will have the opportu-

be

nity

the

Hub

will

and

contacts

versities, which currently have

So,

centers

the

function

in

it

in

completely

their

free,

but

there

improve, being

to

etc.

developed

participate

the

proj-

with

closer

the

to

the following way: one of the

would be clear guidelines about

the entrepreneurs and small com-

employees

will

to

big

what they need to do to belong

panies somehow in each one of

a

to it. On the other hand, the

the projects inside the Hub de-

in

Hub will also provide mentoring

pending on their profile and the

the market and as an opportu-

and consultancy to the membering

project itself. This will finally

nity to work with local people

small companies, entrepreneurs,

solve the problem we had at the

that will help them innovate in

research centers, and startups

beginning

whatever challenge they have in

that are willing to pay a small

citizens enough.

mind. For example, a big com-

fee for it.

these

way

pany

to

regain

focused

Restoration

“sell�

the

companies

reliability

in

Hub

as

Collaborative

could

involving

Lastly, because all of the small Moreover, the Hub will also pro-

companies

Hub with the challenge of de-

vide events, workshops, talks,

of the projects being developed

veloping more sustainable pro-

courses,

and

will have the Catalan stamp we

cesses, like a Hospital. Another

markets

citizens

talk so much about that will be

employee

can attend. Some of them will be

spread out throughout the world.

have

a

to

not

the

will

come

about

database

masterclasses, the

regular

are

local,

each

one

- 117 -

At its core, your business model is a description of how your business makes

business

money. It’s an explanation of how you deliver value to your customers at an appropriate cost. According to Joan Magretta in “Why Business Models Matter� (2002) the term business model came into wide use with the advent of the personal computer and the spreadsheet. tools

let

entrepreneurs

experi-

ment, test, and, well, model different ways

that

they

could

structure

their

costs and revenue streams. Spreadsheets let entrepreneurs make quick, hypothetical changes to their business model and immediately see how the change might impact their business now and in the fu-

COME?

ture.

HOW

business model

model

These

In their simplest forms, business models can be broken into three parts: everything it takes to make something: design, raw materials, manufacturing, labor, and so on; everything it takes to sell that thing: marketing, distribution, delivering a service, and processing the sales; and how and what the customer pays: pricing strategy, payment methods, payment timing, and so on (Noah Parsons, 2018).

food innovation hub | strategy and recommendations

For the city:

- 119 -

cy for a small fee and will be recognized internationally as members of Barcelona’s Food Innovation Hub.

As we’ve mentioned before, the institutionalization of the Hub will give reliability to Barcelona both in a local and in

For research centers:

an international way. Moreover, it will connect stakeholders in a way in which projects are going to finally be launched

They will finally have closeness to the industry in which they can

and applied. This, at the same time, will improve people’s

apply their knowledge. They will be recruited for specific projects

quality of life and will bring more talent, innovation, and

in which they will get resources in exchange, as well as the fulfill-

investment to the city.

ment of having done something that was actually applied to improve the city.

For the citizens: For big companies

value

proposition

The citizens will finally have a voice and will have the opportunity to participate in big projects being developed by

They will have the opportunity to bring their products closer to

the local and international companies. On the other hand,

the people and, with that, regain the reliability they have lost in

the Hub will enable for them different activities, classes,

the last years. They will have a group of expert innovators and en-

and events in which they get to meet new people and expand

trepreneurs to solve any challenge they bring to the Hub. They will

their knowledge in relation to Catalan culture and food in

also have access to the events, networking, roundtables held by the

general.

Hub and will be branded through the Hub’s communication platforms.

For small companies:

For all of them

The Hub will give them access to big projects in which they

The Hub offers a collaborative and a safe environment in which each

can apply their passion and knowledge without worrying about

one of the members has the tools and the opportunities to grow. It

resources. On the other hand, they will have a space with the

is a place where they’ll finally have the support they need and are

latest technology at their disposal, as well as networking

valued for the hard work they’ve been putting for years.

activities. They will have access to the database to get the people they need to work with them. On the other hand, they will have the opportunity to ask for mentoring or consultan-

- 121 -

It is important for an entrepreneur to recognize from the onset that target customer is under no automatic obligation to buy your product or service. However, every business that wants to remain viable must appeal to its target customer segment or face a long and slow dissolution.

To ensure a business’ appeal to its customer segment the business must work to understand who the customer is. These can be recognized by evaluating the customer’s environment, experiences and general context. Customer segments is one of the most important building blocks in the business model canvas for your business, so getting this building block right is key to your success.

Customers can be segmented into distinct groups based on needs, behaviors and other traits that they share. A customer segment may also be defined through demographics or on their psychographic factors. An organization can choose to

segments

ucts and services (CLEVERISM, 2015).

customer

target a single group or multiple groups through its prod-

The value created to each one of them would be different

As we’ve already mentioned, our main customer segments would be small and local companies, big international companies, research centers, and the citizens.

depending on the role they fulfill. On the other hand, local government’s will also be benefited by the existence of the Hub and will place Barcelona as a leading city in relation to the Food Industry and Innovation.

to solve in a specific period of time. The Hub, with their database, will contact the local members so they start working together to solve this project. The Hub will present at

will ask the Hub for an extra use of space, equipment, mentoring and consultancy for a set fee

They will present any specific project or challenge they want

will provide networking events.

Protagonism and recognition

beginning, they will later come looking for it themselves).

will contact specific teams when already have a project from big companies and will provide with everything they need

Big Companies will be pitched by the Hub (at least at the

will give them an agreement to all of the people interested in being members of the Hub for free

The relationships held at the Hub would be as follows.

will provide citizens data

small companies and entrepreneurs

food innovation hub | strategy and recommendations

things with the citizens with specific profiles. The Hub would be the one in charge of recruiting them. At the same time,

will provide networking events.

Protagonism and recognition.

As the project goes on, the team could need to check some

will bring money

As the project finishes, the big companies will pay the Hub

etc.

will bring their projects to the hub because of their prestige, equipment, talent and innovation

relationships

to equipment, tools, citizens contacts, government support,

costumer

The Hub will provide everything the team needs in relation

will provide citizens data

the Hub will be hosting more events, workshops, and classes

for the work done and the Hub will pay the team what was initially agreed. At the end of each project, an event will be held so that big companies, citizens, and professionals can attend, do networking, and enjoy the experience.

big companies

to keep the citizens involved and to expand its database.

will deliver project

it follows the rules set at the beginning of the agreement.

will provide their data

lets them organize themselves however they see fit, as long as

citizens

The Hub communicates the decision taken to the members and

will sell the idea of the hub so they bring their projects to it

hub

on decide who would be assigned the project.

will provide experiences for the citizens

least two team options to the big companies, which will later

food innovation hub | strategy and recommendations

- 125 -

Citizens

Pitch the idea to them. Also, they will see the Hub’s news especially through Twitter and Linkedin. On the other hand,

They will be engaged through social media mainly. The Hub

the Hub could also use ambassadors in each one of the com-

will have an account on Twitter, Facebook, and Instagram

panies they’re interested in pitching and use them as one

where they’re going to publish on going projects, the people

more channel.

involved and future events which citizens can attend to.

They will also be promoted in the Ajuntamiento website and

On the other hand, because we want to respect the Quintu-

will have a newsletter with updates and the calendar.

ple-Helix proposal done by PEMB since last year, the Hub should also invite Media to participate in each one of the

Entrepreneurs and small companies

events. The main idea is to get them engaged in each one of the initiatives so they can communicate it better to the

We would first contact the people we’ve already interviewed

citizens. Also, the Hub should make interviews and special

and go through the membership process. The Hub could sched-

publications

ule more meetings with a variety of people but then it will

magazines.

in

business,

environmental,

and

specialized

all be about word of mouth. Of course, they will also receive newsletters and could follow the Hub’s accounts through social media.

As we’ve said before, our key partners would be each one of our members, research centers, big companies, and the cit-

Research Centers

izens. However, we need to also have as a partner the local people that develop and distribute equipment, producers,

er, we believe that they will keep more engaged to the news

partners

markets, investors, etc. Additionally, it would be necessary

key

government to act as an enabler. On the other hand, we need They work in a very similar way as the entrepreneurs. Howev-

the time to new talent and new ways of thinking that will

channels

published on Twitter, Linkedin, and the newspaper.

Big Companies Would be an enterprise that have their main focus on food - such as Danone, Nestlé and Unilever. They will be reached personally through our Sales Manager in the Hub. He will

to let students have access to the Hub to make internships and work along the entrepreneurs and the big companies. This is because that will enable young citizens to work in real life projects that are making Barcelona a greater city. On the other hand, the Hub could ensure that it has access all constantly refresh the professional’s mindset.

food innovation hub | strategy and recommendations

- 127 -

However, the need of all of these people also means that

A physical space: a building in a central and attractive

they could be members of the Hub or one of the big companies

space of the city.

aiming to develop a project. On the other hand, since we want the Hub to be seen as a powerful place, we will need to part-

Equipment: a kitchen, a lab, a library, computers, internet,

ner with other Hubs around the world with whom we can develop

food. Everything each one of the members of the Hub would

events, exchange information, and even talent.

need so they can work properly.

Projects: they will be brought up by big companies that have

Employees: fixed people working inside of the Hub that manage

a specific challenge. They will “hire� the Hub to assess which

all of the people and the data involved.

specialists will focus on the development of the project.

The Hub will arrange meetings, provide the equipment and fa-

Database: the one in charge of maintaining the members in-

cilities, and will have a calendar planned so that the team

side of the Hub. It’s the one that knows everyone involved

delivers correctly to the client and the client stays close

in the Hub and matches big companies with entrepreneurs. He

throughout the whole process.

is also the one in charge of arranging schedules between big companies and entrepreneurs and networking in general.

be open to the public. The Hub will have a calendar full

Sales: the one in charge bringing the big companies and proj-

of activities directed to the citizens that could go from

ects to the Hub. The one that takes care of all of the new

talks, classes, workshops, and even courses. The focus of

members and explains them how the process goes.

the citizens will have the opportunity to vote which one interests them the most.

Contests: to promote social and local development, the Hub can also develop a yearly contest so that entrepreneurs can participate and compete for funding. This will be held with the help of the government and local investors. The whole process will he developed inside the Hub and after the project is done, the entrepreneur gets the self-fulfillment,

resources

the events will be proposed by the members of the Hub and

key

key

activities

Events: will be held after each project is done and it will

Media manager: it would be the one managing all the social media and the channels in which the projects and the members of the Hub get promoted. He would constantly be in search of new ways to promote the Hub either because of branding or investment.

Event planner: the one in charge of the general calendar of the Hub to create the events for the citizens. He would be the one in charge of hearing what the citizens have to say

food innovation hub | strategy and recommendations

- 129 -

.

and promoting new activities where they can get new experi-

Projects: the main revenue comes from what big companies pay

ences and knowledge.

to have their challenges solved and their projects done.

A lawyer: someone in charge of all of the paperwork by cre-

Events: the Hub will also gain money by developing big events

ating the deals with the big companies and managing member-

that will have an entrance fee. These events could be di-

ships from the small entrepreneurs, research centers, and

rected to the general public or for the members of the Hub specifically.

Mentoring: the Hub will have specialized people willing to give mentoring to the members that need it. These will also mean a fee for the members.

Space: the space and the equipment would be the things that need more resources from the Hub. Since the members will be

Space: the members could move their offices inside the Hub and

working with the latest technology so they can innovate.

work from there. This would mean they need to pay a monthly fee for the space.

Events: the Hub will need to have people actively participating on it. This means they will need to constantly develop big events. Depending on the activities held, the cost may

working on it since the beginning. However, as the Hub keeps growing, it would be better to have more fixed employees so everything works properly.

Payment to the members: The Hub will need to pay the members for the project being done. Since the price big companies pay already covers it, it shouldn’t add or rest to the general cost of the Hub. However, it is better to take it into consideration

streams

Salaries: we believe that the Hub doesn’t need many people

revenue

cost

structure

be higher or lower.

- 131 -

With the purpose of helping our client come up with ideas of what kind of events

our

and projects could be held inside the Hub, we’ve developed a tool that will make brainstorming more dynamic. On the other hand, with this tool, we would make sure that whatever our client decides to do, each activity will always be aligned with the trends we’ve spotted and the interests of the people we’ve interviewed.

The tool we developed is a game that has 6 dices. Each one of them focuses on the

tool

following subjects: People: whether they’re citizens or busi-

IT? USE TO HOW

our tool

ness people.

Value:

as

we’ve

mentioned

before,

the

value our Hub provides will vary depending on the people it addresses. Since we have the small companies and entrepreneurs on one side and the citizens on the other, we decided to create two dices for value: one directed to values in B2B and the other in B2C. •

B2B: the options among the dice

of values from B2B are connection, innovation,

simplification,

transparency,

support, recognition, and availability.

food innovation hub | strategy and recommendations

•

B2C: the options among the dice of values from B2C are

entertainment, health, protection, availability, belonging, and cultural development.

Themes: the subjects for each one of the activities being held may vary from consumption, food waste, packaging, health, education, research, and culture development.

Activities: the activities the Hub could developed are talks, workshops, events, markets, curses, meetings, and masterclasses.

Challenges: among the challenges we have how to engage, how to provide value, how to democratize, how to profit, and how to structure it.

How does it work?

Whenever our client needs to come up with an idea to define a project or an event, he will roll each one of the dices. Depending on what he gets in each one, he will focus on a specific group of people, value, theme, activity, and challenge. Once he gets the proper combination, he will fill out the information in a canvas that will later on allow him to develop a brainstorming with the team.

xx

Design doesn’t need to be focused on shapes.

You can design, for example, Sunday evening as a protocol. You can design behaviours or perceptions.

That’s what designers should do.

Martí Guixé, 2015

IMPLEMENTATION

IN

TIME

After everything we’ve done and after developing the business model, we provide this short, mid, and long term recommendations so it would be easier to our client to follow a specific path. We know that there are many things that need to be done to establish a company, however, we pinpoint the ones we believe should always have a priority so that the Hub could function properly and the members always find value.

- 137 -

implementation in time

implementation

LET’S

GET

STARTED

A space and people: our first recommendation for our client would be to get a space near the area of Poblenou, since it’s the place where the innovation is leading and where the startup mentality arises. It would be necessary to at least hire the first employees that will be managing the Hub: one person to gather the small companies and entrepreneurs that idea to big companies so that they give the Hub projects to

time

work on and/or to investors that will start putting money on it, and another one that starts arranging all of the equipment needed to start filling the Hub with the appliances it needs.

term

Word of mouth: the best way to prove something is relevant

shorr

in

invites them to be part of it, another one that pitches the

is if people are talking about it. The creation of the Hub should be placed and communicated in every possible channel so that people begin talking about it. It would definitely need to have a Twitter, Facebook, and Instagram account, as well as a web Page and Linkedin. On the other hand, it will need to be on the newspaper, radio, magazines, and in posters around the city.

food innovation hub | implementation

- 139 -

Events: as we’ve seen with our cycles, Barcelona has always

ensure that collaboration between players will happen.

used events as an excuse to promote itself. This time won’t be the exception. The first way to get to involve citizens

Develop contests: Open up new opportunities to people that

and small companies is to invite them to networking events,

want to be part of the Hub and can’t do it for any reason.

markets, food experiences, and cooking classes that could

Promote

be held in the Hub. This will enable people to get to know

projects that will keep everyone in Barcelona with a posi-

the place and the people in charge so they can get more in-

tive attitude. Moreover, this sponsorship will enable inno-

formation.

vation to come from all parts of the community, making it

growth,

develop

contests,

invest

in

small

scale

possible to be a broader project rather than a bubble.

Host Conferences: after having a lot of power inside and outside of Barcelona, it would be necessary to be recognized worldwide as one of the best Hubs in the world. That’s why, International view: after the Hub has been stable for a

the Food Innovation Hub will begin hosting conferences where

while, it should look for partnerships with other Hubs around

the latest technologies and challenges will be presented.

the world. This would be done with the purpose of opening doors to acquire new talent, knowledge, technology, etc. It

Develop its own large scale projects: there will come a time

will give another value to the members, since they will have

where the Hub will no longer depend on the big companies.

more contact with other professionals that might be of their

That’s when they will start launching and directing their

interest.

own large scale projects to solve whatever challenge they decide to focus on.

Assess the government: some day, the Hub will have so many

would end up doing nothing at all). Establish a board of di-

valuable information, data, research, technology, and talent

rectors to vote, make decisions, do the mentoring, and manage the networking for the big companies. On the other hand, it is important to highlight that the companies that ask for a project, the members of the Hub, and the formal employees shouldn’t sum more than 150 people. This is with the goal of always keeping a close and tight-knit community that will

term

feel overwhelmed doing a little bit of everything (they

that they will be able to speculate about the future and

long

mid

term

Scale: hire more people that manages the Hub so they wouldn’t

power to assess the government about food policies, tech-

everything that needs to be done to resolve food challenges.

That will be when, as an institution, the Hub will have the nologies, and decisions that should be made to solve any problem.

CONCLUSIONS

food innovation hub | conclusion

- 143 -

PEMB reached us with the idea

are more focused into the con-

share,

of

sumption

culture.

developing

a

Food

Innova-

part

of

the

process.

tion Hub in order to connect the

Among the stakeholders we got to

stakeholders

Food

interview

consumption

citizens,

and

Design

process

of

focused in

the

the

Nevertheless,

Food

through

on

Industry.

are: chefs,

experience

Catalan

At the end, by this proposal, we are solving our client’s needs by engaging the different stake-

entrepreneurs,

Moreover, we developed a busi-

holders

distributors,

ness model about what the Hub

ing and support to the projects

should be. Since it doesn’t ex-

related

ist just now, we decided to draw

Also, we increase the visibility

the

to

and researchers.

research the

and

meetings

es in a way in which everyone

international level and include

to achieve that, we would need

each one of them is interest-

would be benefited. At the end,

the citizens to participate to

to base our Hub in Catalan cul-

ed in participating in the Hub

we got to understand these val-

have great experiences.

ture, sharing economy, and sus-

somehow and that would like to

ues and drivers by doing the in

tainability. On the other hand,

have the opportunity to collab-

depth interviews and better un-

We still have a long way to go

we would have to address all of

orate with other professionals.

derstanding Barcelona’s context

and there are many things that

our users in a different way,

However,

and the food industry in gen-

could be improved, defined, and

since the Hub would have to en-

each other enough to share their

eral.

specified. Nonetheless, the in-

gage citizens, small companies,

future projects and ideas.

big companies, and research centers.

Finally, On the other hand, while we were

that

we

will

developed make

exchang-

a

tool

brainstorming

interesting

Barcelona.

stakeholders, we discovered that

trusted

value

in

After

them

different

food

network-

gy, we found out that in order

of

our

to

providing

and Trends Research methodolo-

none

with

by

terest

shown

through

the

that

the

projects

by

the

interviews

Food

at

an

people proves

Innovation

Hub

developing our Trends Research

easier to our client. It depends

should be launched quickly and,

Since PEMB is a private non-prof-

methodology, we found out that

on 8 different dices that ad-

if done well, could be a good

it with the back-up of the gov-

there are three key trends to

dress the people involved, the

tool to help PEMB meet its goals

ernment, we needed to take into

follow that will be crucial for

activities, the focus, the val-

of finally engaging all of the

account the hundreds of stake-

the Hub to work properly. These

ues, and the challenge. This, so

stakeholders to get them to work

holders that could take part in

ones are: Ways to Waste, Sharing

we can assure our client that

together and have a more sus-

the project. That’s why we nar-

Economy, and Revisiting Narra-

whatever idea comes up after us-

tainable and equal Barcelona.

rowed down the different stake-

tives. While the first one is the

ing the tool, will be aligned

holders into the ones involved

one directing all of the activi-

with the trends spotted and the

in Food Design and the ones that

ties held at the Hub, the second

process taken.

ANNEXES

Milk Basket

Redd on Salmon

Merca barna

inade quate transpor tation

food waste

trans portation

infor mation overload

Makeat

Cecilia Mosze

Ignácio de JuanCreix

Eva Hausmann

Abtoss World Gastronomy Jordi Herrera

Hidden Factory

Elsa Yranzo

San Mateu de Bages

PEMB

Ana Parellada

Human Longevity

San Feliú Sassera Guardiola de Berguéda 1up Health

Mellow Sheng

Convious

poorly designed legal frame works food waste diseases

consum ption

it’s good for the eyes

engaging and multi funcional

Buddha wouldn’t be happy

inade quate storage

proces sing

food waste

Redd on Salmon

produc tion

resource degra dation

Santa María de Marto relles

Regene rative Organic Cotton

Castell folit del Boix

Redd on Salmon

Castellar D N’Hug

Metal Recovery

Campins

food waste

Instream Energy

Castellar de Riú

inade quate transpor tation

food waste

conta mination

Plastic Precios

waste

food innovation hub | annexes - 147 -

food innovation hub | annexes

1986

- 149 -

1988 A 1988 B

2011

2010

PEMB cycle

2007

1990 1993

1994 2003

1999

patterns

drivers

signals

key events

catalan pride

FlipFood and Es Imperfecto

other cities projects

city for tourist and citizens

Tasty Hour

food innovation hub | annexes

- 151 -

dna based diets

persona lized subscri ptions

it’s good for the eyes

Coca-Cola ads

Buddha wouldn’t be happy

green is the new back

social media recycling inicia tives

At home sensitive tests

Lost + Found

Uncle Bens packages

search for information RX Bars

disposal Buy me Once

consum ption cycle

green is the new back zero waste grocery stores

optimized and techy

evaluate of alternatives

social protagonism

hase rc pu

do n ot

product evaluation

Fruta Feia

collective farms

Mezze restaurant

purchase

consumption green is the new back

coffee scrubs

Airbnb experiences

optimized and techy Amazon Fresh

namastay in bed blockchain food traking

Equal Parts shopping assistant drones

delivery submarines

engaging and multi functional

food innovation hub | annexes

- 153 -

optimized and techy

engaging and multi functional

crowfund ings delivery submarines

coworking spaces

desire to maximize the value of an owened good

optimized and techy

online banking

disruption of the industry

social protagonism

anoter party uses the good

engaging and multi functional Airbnb experiences

generates a larger community and/or companies

the exchange promotes that better to have access rather than oweing something

the process develops trust among the players

social protagonism

engaging and multi functional

Home Exchanging

sharing economy cycle

Udemy

freelan cing websites

using technology to communicate the availability of their good

Rover

Uber

social protagonism

green is the new back

engaging and multi functional

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food innovation hub | references

- 157 -

INTRODUCTION:

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AI-Powered Rice Packages, Laura McQuarrie, September 16, 2019.

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food innovation hub | references

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Uncle Ben’s partners with Innit. IFB Desk, September 16, 2019.

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trends/wellness-retail>

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Food by Robots y de Reimagine Food, 21/02/2019. <https://www. lavanguardia.com/comer/al-dia/20190221/46611216938/restauran-

Repurposed

te-espana-robots-madrid.html>

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11,

2019.

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<https://www.trendhunter.com/trends/subma-

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<https://www.trendhunter.com/trends/card-

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food innovation hub | references

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could-do-to-pitch-in-too/>

METHODOLOGIES:

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Persona: como e por que criar uma para sua empresa. AndrĂŠ Siqueira, January 14, 2019. <https://resultadosdigitais.com.br/blog/

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<https://www.issuelab.org/resources/25683/25683.pdf>

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Marta Brown, January 24, 2018. <https://www.timeout.pt/lisboa/

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by

projection

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June

3,

projection_or_creation_/last/238#.Xibg6shKhPZ> Dna

based

diets,

Nutrition

Diva

Monica

Reinagel,

September

27,

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<https://www.scientificamerican.com/article/personal-

ized-nutrition-the-latest-on-dna-based-diets/> Personalized

Supplement

Subscriptions,

Laura

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McQuarrie,

Sep-

Business model canvas: Customer Segments. Cleverism, February

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16,

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2015.

<https://www.cleverism.com/customer-segments-busi-

food innovation hub | references

- 165 -

PICTURES:

Kale: Chutter Snap. Unsplash.

Cover picture: Alejandro Duarte. Unsplash.

Zucchini: Harshal Hirve. Unsplash.

Garden: Markus Winkler. Unsplash.

Artichoke: Christine Siracusa. Unsplash.

Strawberry: Merve Aydin. Unsplash.

Soup: Cayla. Unsplash.

Barcelona: Erwan Hersy. Unsplash.

Caqui: Anthony le Grand. Unsplash.

Girls working: John Schnobrich. Unsplash.

Pear: Jo. Unsplash.

Lemons: Lauren Mancke. Unsplash.

Graprefruit drink: Amy Shamblen. Unsplash.

Blubarries: Bartolomiej Jacak. Unsplash.

Gyozas: Charles D. Unsplash.

Mandarines: Asoggetti. Unsplash.

Cookies: Kharytonova Antonina. Unsplash.

Eggs: Jakub Kapusnak. Unsplash.

Chocolate: Irene Kredenets. Unsplash.

food innovation hub | references

Melon: Kenny Timmer. Unsplash.

Bread: Leiliane Fagundes. Unsplash.

Papaya: Charles. Unsplash.

Pot in the oven: Gaelle Marcel. Unsplash.

Peppers: Sydney Rae. Unsplash.

Pouring seasoning: Taylor Kiser. Unsplash.

Garlic: Matthew Pilacho. Unsplash.

Green Juice: Dose Juice. Unsplash.