Food Production : Opportunity Analysis Charlotte Chapellier, - - PowerPoint PPT Presentation

Food Production:

Opportunity Analysis

Charlotte Chapellier, Phillip Downey, Scout Heid

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UC Berkeley | ME290H

11 March 2019

Phase I Overview: Problem Statement

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Target Users

❏ Develop an innovative solution that reduces food waste in the food production phase, and associated impacts throughout the entire life cycle ❏ Focus on early-stage production:

• Impact of waste on the value chain
• Sustainability opportunities

Theme

❏ Food producers (which will ultimately influence downstream industries) ❏ Solution via product or service

Phase I Overview: Initial POG

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Next Steps

❏ Develop an innovative solution that reduces food waste ❏ Focus on early-stage production

Theme

❏ Develop a stable and sustainable method for collecting quantitative data ❏ Ultimately address other top-scoring POGs with data-driven indicators of

• ptimal harvest times and economic efficacy

POG

❏ There is a lack of quantitative data regarding in-field losses and quality ❏ Most large farms do not perform a second harvesting pass ❏ Small farms do not sell 5-30% of their produce.

Target Users

❏ Help farmers during the production phase through a product or service ❏ Downstream industries (consumer, environmental, etc.) will also see benefit

Phase I Overview: Key SET Factors

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Technical

❏ Reduce wasted food by harvesting as much edible food as possible ❏ Record quality for targeted distribution and consumption ❏ Optimization & automation to limit land necessary for equivalent yield ❏ 65% of unharvested crops are of edible quality [2]

Economic

❏ Utilize available sensor data ❏ Focus on specific factors and issues identified by professional research

• n farm sustainability.

❏ Data-driven decision for the farmers

Social

❏ Address the rising food consumption ❏ Quality control of the produced food ❏ Livelihood of agricultural community

Production: Stakeholder Identification

Primary:

• Initial focus on local, small (<50 Acres), independant farms in California
• Scalable technology grows beyond small and local

Secondary:

• Customer base of primary stakeholders: restaurants and shoppers
• Business empowering population generates a market for produce

Tertiary:

• Sustainability focus has widespread influence - we all become stakeholders
• Elimination of waste at the initial stage will propagate to other stages of the

food lifecycle

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Production: User Research Campaign & Insights

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Talked directly to farmers at the farmer’s market

Production: User Research Campaign & Insights

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Selling harvest Harsh weather

Production: User Research Campaign & Insights

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Talked directly to Blue river Technology Director of New technology

Production: VOA and Primary Competitors

2-Fold Analysis

• Project focussed by first analysis: “big farming = big data = big $$”
• More plentiful and impactful opportunity with different approach

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Market is available!

• Little focus by big agriculture
• Imperfect Produce
• Our Project
• Farmers’ Markets

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Market is saturated!

• Little room to add new value
• Large farms are not easily

accessible

• Blue River Technology
• Our Project
• Current Infrastructure

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Production: VOA Chart (Analysis 1)

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Production: VOA Chart (Analysis 1)

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Production: VOA Chart (Analysis 1)

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Production: VOA Chart (Analysis 2)

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Production: VOA Chart (Analysis 2)

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Production: VOA Chart (Analysis 2)

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Production: Target Project Goals

VOA Results: Fill security, confidence, and power opportunities with an enabling technology that matches or outperforms sustainability benefits of existing solutions

• Develop a stable and sustainable method for collecting quantitative data

regarding market loss

• End-product implementible, non-invasive
• Significant impact on food waste percentages while emboldening the

farmer’s independence

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Production: Journey Map - The day before

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Production: Journey Map - The day of

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Production: Journey Map - The day of/after

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Production: Journey Map - The day of/after

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At the end of the season all food is picked and usually sold at ~50% to get it

• ut before it spoils. Need to manage expected

sales at the beginning in order to plant the right amount and maximize profit.

Production: Kano Analysis

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Fulfilled Absent Dissatisfaction Satisfaction Must be (expected) Delights (excitement) Satisfiers (desired) Maintain livelihood

Free time Profit Sell more directly To customer Reduce waste Match supply w/ demand Pleasant interaction

Find use for all product

Production: Why/How Laddering

Farmer : “I need to optimize the harvest time/quantity/frequency” Why ? To waste less products (less products left in the field/less unsold stocks in the market stall) Why ? To sell more/increase my profit and improve the sustainability of my business Why ? To provide for everyone in the company/to stay competitive. To improve our brand image in terms of environmental responsibility. Why ? To ensure a long-term future for the company. To adapt to new expectations from society and keep our consumers in the long run. Preserve future generations, save the earth

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Production: Empathy Map Customer

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Say and Do ?

Waste is a large farms’ issue Nothing is wasted : food for livestock Lack of water is the biggest issue Weather is another big issue Hard to compete with large farms and world Don’t need a sensor with additional data

See

Crops in field Competitive product in markets/stores

Think

I am very experienced. Farming has been in my family for years Society doesn’t care about small producers and don’t help us to compete Consumers at the market We are the most respectful towards Nature in the agrobusiness Technology makes things more complicated for little gain I have about 20% of unsold products but there is nothing to do about it

Hear

Others farmers Consumers Food inspectors

Small Farmer

Workers

Production: Empathy Map Customer

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Say and Do

Waste is a real issue A 2nd harvest pass is not economically viable We are engaged for environment and sustainability I am already using some sensors and some decision are data-based

See

Competitive product in markets/stores Crops in field

Think

I make only rational decisions based

• n cost/benefit analysis

I am ready to lose one entire field to make new technical experiments Consumers at the market 2nd harvest pass is not economically viable so I take waste into account in my business plan Science and technical research are worth the investment I must pay attention to the image of the brand and social new expectations

Hear

Others farmers Consumers Food inspectors

Large Farmer

Workers Technical experts: “data science is the future”

Production: Empathy Map Customer

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Say and Do

I am healthy and eat organic food I prefer to buy from a sustainable (local) business model Do not always buy organic food from local producers even if supports it in theory

See

Online ads and services Vegetables at market

Think

Organic vegetables are sometimes very ugly and I don’t want to eat them Going to the farmers market is complicated in terms of logistics, I work a lot and I do not have time Marketing campaign I do not understand very well food labeling Organic and local market’ food is so expensive I would like to support local organic producers if it was less expensive and easier to buy

Hear

Technology lovers Friends and relatives with a healthy lifestyle

Californian Food Consumer

Physicians Alarming scientists regarding climate change / junk food ... Sensibilisation campaign to healthy way of life and respect for environment

Production: Key Product Requirements

• Support farmers decision-making for harvesting time
• Intuitive and easy to use (for farmers and/or food consumers)
• Data easily interpretable
• Non-destructive of crops
• Improve sustainability image of the farm

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Production: Revised POG

Phase I: “Meaningful, accurate, and quantitative data regarding on-field losses will encourage farmers

to make data-driven decisions, reconsider the economic analysis of second-pass harvests, and ensure that on-farm food waste is reduced.”

Phase II: “Meaningful, accurate, and quantitative data regarding overharvest losses in both the short

and long term will encourage farmers to make data-driven decisions, foster a harvest-what-you-need paradigm, and ensure that on-farm food waste is reduced.” Why the shift? Through user-research, the team discovered that on-field waste plagues large scale

• perations but the biggest threat to small-scale sustainability is marketing over-harvested produce

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Production: Positioning Map

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Easy Barrier To Implement High Barrier To Implement Reduces Waste Significantly Reduces Waste Slightly

Intuition ★Gleaning ★IoT Sensor Array ★Blue River Tech. ★Consistently Over-harvest

TARGET REGION

★Hire More Harvesters ★Consistently Under-harvest

Production: References

Design methodologies: theDesignExchange.org Interviews: 1. Tom Shepherd, vegetable and strawberry farmer in Central California 2. Robert (BD) Dautch, vegetable farmer in Southern California 3. Sandy Lejeune, citrus farmer in Southern California 4. Berkeley Farmers’ Market, fruits/vegetables/products farmers in Northern California

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Thank you - Questions?