local food altered_pdf
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CO2
CH4
N2O
HFCS
PFCS
REDUCING THE CARBON EMISSION OF CONSUMER GOODS
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This equates to 9 tons of CO2 per Camden
Resident Or 1.2 million
flights to New York
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Food Cycle
Where can we make a difference?
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LOCALLY PRODUCED
FOOD
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TARGET: Camden
Residents aged 20- 29
42% of Camden residents are aged
between 20-29
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THE CONVENIENT CHOICE Promotions
COMMON BEHAIVIOURS: Regular consumption of
Fast Food & Ready Meals
quick
convenientto locate
incentives
frequentspecialoffers
promotionalcoupons
loyaltycards
aroundmajor Tube
stations
alreadyprepared
ready to eat
almostpreparedno confusion
and forgotteningredients
identifiablebranding
andadvertising
cheap
WHY is fast foodand readymeals so
successful?
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CONVINIENCE INCENTIVE
SOLUTION: Implementing the same concept of convenience and
incentives to promote local food which make fast food so
successful
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CONCEPT A web initiative aimed to make
home cooking as simple as possible & rival fast food with a money incentive for fruit & veg growers
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DIY MEAL FRESH FOOD
BOX
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JOURNEY MAP
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