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The Ugly Veggies

The ugly Veggies is an attempt to increase awareness among consumers, in order to prevent discrimination against ugly produce.

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In order to make consumers (children and adults alike) aware about food wastage, we thought it would be a great idea to create a game to change the average consumer's perception of which produce (Fruits or vegetables) is beautiful and which isn't. Globally, about 1.6bn tons of food is wasted. About 1/5th of it is dumped for not conforming to industry standard of perfection. Ugly looking produce (blemished and funny looking) are regularly abandoned in the field to save the expense of labour involved in harvest. Also Shoppers fixate on visually appealing food instead of nutritional value of the food.

The game would involve ugly (read: odd) looking vegetables which fight for the attention of the shoppers in a bid to get in the shopping cart. The user will have a selection of various characters (such as Komodo Karrot, Tarantino Tomato etc) to play the game. 

What early, lightweight experiment might you try out in your own community to find out if the idea will meet your expectations?

Create a Beta Version of the game and test it in the market (for eg. Students at the New School). Another experiment could be of creating an animated video/teaser for the game, and releasing it on the social media (within certain circles), and take into consideration the analytics.

What skills, input or guidance from the OpenIDEO community would be most helpful in building out or refining your idea?

Market Research, Programming, Media Management etc. would be the skills which would be of great help!

Tell us about your work experience:

Our team has a mixed background in Graphic Design, Project Management, Strategy and Organisation Management and Design and Merchandising. Currently, are all enrolled in Parsons School of Design's MS in Strategic Design and Management Program.

This idea emerged from

  • A student collaboration

How far along is your idea?

  • It’s just been created! It’s existed for 1 day - 1 month


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