OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign Up / Login or Learn more

75 in 10: a Participatory Media Project for a Plant-Forward Central Florida

working in tandem with communities in Greater Orlando to reduce meat consumption by 75% in 10 years through storytelling & collective impact

Photo of Angelina Lopez
3 3

Written by

Lead Applicant Organization Name

Player Piano Productions

Lead Applicant Organization Type

  • Media Outlet

If part of a multi-stakeholder entity (i.e. team), provide the names of other organizations and types of stakeholders collaborating with you.

Our approach is to work with local partners to showcase signals of change in Central Florida. During the refinement phase, we will engage with: nonprofit and grassroots organizations (Fleet Farming via IDEAS For Us), local farmers (Maya Papaya Farm, Frog Song Organics), producers and foodpreneurs (Yaupon Bros, East End Market), health institutions (UCF College of Medicine, Edible Education Experience, Winter Park Health Foundation), the FL food policy council and city officials. We'll host public forums and workshops to develop a more comprehensive stakeholder map. We envision the media project working as a "backbone organization" supporting "connective tissue" between the people and organizations aligned with the vision for a plant-based and community-centered local food system. In prior projects we have partnered with: Center for Food Safety, Pesticide Action Network, Beyond Pesticides, Navdanya, International Indian Treaty council, and Advocates for Environmental Human.

Website of Legally Registered Entity

How long have you / your team been working on this Vision?

  • 1-3 years

Lead Applicant: In what city or town are you located?

New York City

Lead Applicant: In what country are you located?

United States of America

Your Selected Place: what’s the name of the Place you’re developing a Vision for?

Greater Orlando, a metro area extending across four counties in the central part of the state of Florida in the United States.

What country is your selected Place located in?

United States of America

Describe your relationship to the place you’ve selected.

Greater Orlando is ripe for change and it’s where our team first meet over a decade ago. Since that time, a grassroots food movement has grown, signaling change for a plant-based food future. I (Angelina, project co-author and Central Florida native) began to notice these patterns four years ago after moving from NYC back to the Orlando area to work more closely with my family’s bakery and help care for my grandmother at home. I’ve been captivated with the region’s natural beauty and local food movement ever since and have spent the last few years curiously exploring promising practices for community-based food systems in Florida and New York. 

Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.

Central Florida is more known tourism and sprawling suburbia than for it's rich agricultural history of citrus and vegetable production. While Florida is the nation's second leading producer of vegetables, agriculture is the second largest industry in the state after tourism with the vegetable farming concentrated in central and southern Florida. 

Greater Orlando is the fifth largest growing metro area in the United States of America and ranked the ninth most ethnoracial diverse midsize city in the nation. A 2017 peer-reviewed study published in the Nature journal predicted that Greater Orlando will experience a net migration of 360,000 to 460,000 people due to rising sea waters and coastal flooding throughout the state. 

In 2018, the City of Orlando's Office of Sustainability and Resilience released a community action plan (attached) highlighting strategies and progress to make the city a leading local food destination and support the resident and business access to local food options.  

What is the approximate size of your Place, in square kilometers? (New question, not required)


What is the estimated population (current 2020) in your Place?


Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.

Current (2020) Challenges:

- We have a globalize food system run by corporate interests. Fast food and processed meat is more accessible and affordable than fresh, whole foods for the majority of Central Floridians. And while the state is a leading distributor of citrus and vegetable products, grocery store carry fruits and vegetables that are transported from out of state. 

- Changing weather including fluctuating rainfall, high temperatures, and stronger storms affecting growing cycles. 

- Agricultural runoff on both sides of coast fueling destructive algal blooms, threatening water quality and access to local seafood. 

- Land use policies favoring subdivisions and discouraging neighborhood cohesion around growing food. 

- Fresh food apartheid and disparate health outcomes in the city's most economically vulnerable areas. 

- Increasing homogeneity among crop genetics and antibiotic resistance in animal ag.

Future (2050) Challenges: 

- Climate migration to Central Florida due to rising sea levels and flooding along coast communities of Florida. 

- Saltwater intrusion into freshwater wells threatening agricultural land and drinking water. 

- Non-local food will be more expensive and more difficult to transport long distances. 

Address the Challenges: Describe how your Vision will address the challenges described in the previous question.

If we don’t act, and act fast, our planet will not be able to sustain the amount of processed food and meat we eat, our healthcare costs are going to become even more unaffordable, and global food insecurity will reach drastic levels.  Instead of supplying the grains yielded from the crops to human beings in desperate need of it and those affected by the world food crisis, those crops are fed to livestock, exacerbating the pace of the current climate change crisis. Addressing this global issue requires local action through coordinated activities, resources, regulations, institutional support and storytelling. 

We know how to tell stories.  Our last documentary, Circle of Poison, focused on problems with our current food and agriculture system.  Part of what we wanted audiences to walk away with was to understand that sustainable agriculture isn’t just about you and your personal health – there is a whole system of humans, insects, animals, and plants that are affected by this system.

We want to make the impossible possible.  We want to change the conversation and thinking around a plant based future, and do so by highlighting and supporting grassroots efforts that are already working on solutions to our current food system through documentary film, podcasting, and a website showcasing promising practices. To build and sustain public will for this future, we will mobilize funding for community actors and advance local policy through coordinated media campaigns.  

High Level Vision: With these challenges addressed, now provide a high level description of how the Place and the lives of its People will be different than they are now.

- Fresh, plant-based and culturally-relevant foods are accessible to all residents of Central Florida. 

- Development in Greater Orlando supports food growing among neighborhoods and walkable food forests, encoring more social interaction and neighborhood cohesion. 

- Health and food outcomes are views as interconnected. Medical professionals apply a holistic view of food and health. Less health related diseases due to diet. Food is used as medicine. 

- The tourism industry embraces agro-tourism. Major corporations and institutions offer local food and maintain public-private farms at their establishments.  

- Technology enables more storm-resistant agriculture. 

- Infrastructure supports transportation of local food and agriculture beyond trucking.  

Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?

Desperate times call for desperate measures. We plan to create a sense of urgency around changing our food system to save both our health and the planet’s health by shifting from the global perspective to the local through storytelling and coordinated impact. 

How did you hear about the Food System Vision Prize?

  • Prize partners
  • Twitter


Join the conversation:

Photo of Vicent ST

Hello there !! Do you think your community need the food they eat to be healthier, more nutritious, better tasting – and they believe that food could be all those things, and better for the environment, if we moved to a more natural,
a more balanced approach to producing our food??

View all comments