Title: Sustainable Design and Food
1Sustainable Design and Food
2eco-design - what is it?
- Nothing more than intelligent design
- It assesses the whole life-cycle of the product
- Identifies areas of financial and environmental
opportunity - Develops new products which are better
- Use less materials
- Use less energy
- Easier to disassemble recycle
- Legislative compliance
3Why?
?
- Legislation
- Waste disposal and clean-up costs
- Resource efficiency
- Corporate social responsibility
- Chemical safety
4Chemical Safety
- Concern over chemical safety
- Focus on flame retardants
- Found in high levels in breast milk in US women
- Phthalates, endocrine disruptors, parabens,
aluminium compounds, triclosan, etc etc -
5Chemical safety
- Greenpeace are
- even asking.
- Electronics industry is increasingly in the
firing line but all industry will be looked at
6Design for what?
- Design for disassembly WEEE
- Design for energy efficiency energy rating,
climate change - Design for dematerialisation reduced weight,
reduced costs - packaging - Design for longevity buy right-buy once, higher
retail prices, lower impact? - Design for modularity future proofing, easy
repair - Design for chemical safety - REACH
- Design for recycling extracting end value, WEEE
- Design for maintenance and repair extending
product life - Design for short-life avoids redundancy due to
technological advancement
7The role of design why is it important?
- we dont design things we just make stuff
- 80 of the cost of a product is set at the design
stage - 93 of production materials are never used in the
final product - 80 of products are discarded after a single use
- Design decisions will affect the manufacture, use
and disposal phases of a product - Design says a lot about your product/company, and
increasingly is a short-hand way of saying a lot
about the buyer!
8A product is a symbol of a companys
capabilities. It is a result of all the decisions
made before, during and after the design phase
9Increasingly the environmental performance of
products will also say something about the
companies that make them
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11Packaging
- Started off as a way to just get things home.
- Now does many things - protects the product,
advertising, information provision, shelf
display, transit packaging, storage. - We have been very tolerant of over-packaging.
- No longer. Now a massive issue
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16- Packaging is a huge issue for retailers both
sides of the Atlantic
17Walmart Scorecard
- How will the scorecard be weighted?
- 15 will be based on GHG / CO2 per ton of
Production - 15 will be based on Material Value
- 15 will be based on Product / Package Ratio
- 15 will be based on Cube Utilization
- 10 will be based on Transportation
- 10 will be based on Recycled Content
- 10 will be based on Recovery Value
- 5 will be based on Renewable Energy
- 5 will be based on Innovation
18Shelf ready packaging
- Reduces stacking time
- Ensures better presentation
- Costs not born by the retailer
- Design
- Process
- Material
- Compliance
- Like it or not - its the future.
19Packaging (Essential Requirements)
- Came into force 31 May 1998 (updated 2003, 2004
and 2006) - Packaging volume and weight to maintain necessary
levels of safety, hygiene and acceptance for the
packed product and the consumer. - Packaging must be recoverable
- Limits on heavy metal content (hex chrome,
cadmium, mercury, lead) - 600ppm on or after 30th June 1998
- 250ppm on or after 30th June 1999
- 100ppm on or after 30th June 2001
- Applies to packaging components - can not be
separated by hand or simple mechanical means. - Applies to ALL companies regardless of size and
turnover
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21Product Design
- Developing better products
- Avoiding planned obsolescence
- Identifying largest environmental impact
- Raw materials
- Manufacture
- Distribution
- Use
- Disposal/end of life
- Designing waste out
22Planned obsolescence product lifespans
instil in the buyer the desire to own something a
little newer, a little better, a little sooner
than is necessary
23Does more
Does everything
Absolute obsolescence
24Development of the unnecessary?
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26Dont ask..
27Communication
- Point-of-sale and communication with the customer
is essential to explain the environmental
benefits of products. - Not always clear-cut.
- Bog off BOGOF
- Communication works two ways - what do your
customers want and think?
28Customer perceptions of environment
- Have the public changed their behaviour?
- Reality or rhetoric?
29The public
- Spending on green and ethical products grew by
18.1 in 2000/2001 - Ethical food up 24
- Organic food up 33
- Green energy market up 74
30Household sizes
- Smaller households
- In 2001 6.5 million single person households
- 30 of all households
Germany
UK
Italy
Spain
France
31Larger families
- At the same time three is the new two and four
is the new three.
32Changes in Brand ValueWho leads? Who follows?
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36What are you going to do?
37Thank you