Contextual Understanding, Systemic Solutions
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The document discusses various strategies for improving access to healthy foods and the effectiveness of the Beeline project in Portland, Oregon, which is a marketplace and distribution system connecting local farmers to retailers. It highlights the importance of technology in facilitating efficient transportation and the need for community-based initiatives to promote healthy eating. Additionally, the text raises questions regarding funding, community norms, and the integration of urban agriculture in existing infrastructures.
Contextual Understanding, Systemic Solutions
- 1. Contextual Understanding: Systemic Solutions
- 2. Fixing Broken Windows a theory by George Kelling and Catherine Coles
- 3. NYC Subway: 1986 NYC Subway: 2007 Photos: © urban75
- 4. Violent crime in the city has dropped by three quarters in the twelve years ending in 2005 with the murder rate at its lowest then level since 1963, when reliable sta- tistics were first kept, for a murder rate of 6.58 per 100,000 people, compared to 2,245 murders in 1990. -Zeranski, Todd. “How Safe is New York City?”
- 5. Other Potential Causes for Drop in Crime Increased # of police officers 1970’s Abortion Legalized COMPSTAT (Computer/ Compara- tive Statistics) => Controversial
- 6. Take Away Questions: Rewards & Penalties How can you create order for the process of accessing healthy foods? How might you convey a new community norm of eat- ing healthy food? What types of policies might be implemented to deter the sale of unhealthy foods? ...
- 7. As a result, Bank of America has gotten 10 million new customers and $1.8 billion in savings for them. - Tim Brown
- 8. Take Away Questions: Latent Needs How might you make making healthy food choices seemlessly integrated into everyday life? What are people not saying, but doing that indicate a need?
- 9. Watch Video: http://vimeo.com/925729 Next Manahattan Mob- 2:00-> 5:35 -> 7:00 bing Event: January 30th
- 10. Take Away Question: Access How might you harness the power of local consumers to increase access and affordability of healthy foods?
- 11. provides small HOW IT WORKS PROJECT Beeline farmers with LOCATION Portland, Oregon Beeline is a virtual marketplace and distribution system for fresh produce in the Pacific Northwest designed to support local farms by reducing the cost of + Dawn Danby greater access to transporting produce to retailers. + Mary Rick + Jyoti Stephens the marketplaces An online system connects retailers and restaurateurs to growers. As orders are + Kevin Etra placed, Beeline automatically plans transportation + Daniel Wilhelm routes with a robust that keep them in Global Positioning System and radio-frequency identification to “pool” pickups and deliveries. The system saves individual farmers from having to deliver business. their own product. A version of Beeline is currently being tested in Portland, Oregon by Ecotrust’s PROJECT Beeline Food Hub initiative. LOCATION Portland, Oregon + Dawn Danby + Mary Rick BENEFITS + Jyoti Stephens Not only does Beeline’s system save time and reduce driving miles, it also pro- + Kevin Etra vides small farmers with greater access to the marketplaces that keep them in + Daniel Wilhelm business. By aggregating products from a number of farms, Beeline helps small farms stay competitive without having to resort to single-crop monoculture. + Maximizes transportation efficiency + Reduces costs to individual farmers Beeline’s use of technology + Helps local farmers compete allows drivers to link pick ups and Diagrams courtesy Dawn Danby and Paul Waggoner deliveries as shown above. Handheld digital assistants distribution systems connect distributors to markets (below). Ecotrust is currently testing Beeline in Portland, Oregon. (delivery shown at right) BEELINE Beeline’s use of technology Beeline’s system In the Unitedallows drivers to link pick ups and States, our food travels between 1,500 and 2,500 miles from farm to plate. Local food offers many benefits: cost, freshness, security and the deliveries as shown above. streamlines preservation Handheld digital assistants of open land. But merely localizing food production does not guarantee efficient delivery or theto markets of small farms. Many frequently connect distributors profitability distribution and make less than ten cents on every dollar spent on their produce. (below). Ecotrust is currently testing Beeline in Portland, provides small HOW IT WORKS Oregon. (delivery shown at right) farmers with Beeline is a virtual marketplace and distribution system for fresh produce in the Pacific Northwest designed to support local farms by reducing the cost of greater access to transporting produce to retailers. the marketplaces An online system connects retailers and restaurateurs to growers. As orders are placed, Beeline automatically plans transportation routes with a robust that keep them in Global Positioning System and radio-frequency identification to “pool” pickups and deliveries. The system saves individual farmers from having to deliver business. their own product. A version of Beeline is currently being tested in Portland, Oregon by Ecotrust’s PROJECT Beeline Food Hub initiative. LOCATION Portland, Oregon + Dawn Danby + Mary Rick BENEFITS Not only does Beeline’s system save time and reduce driving miles, it also pro-
- 12. Take Away Question: Distribution How might the delivery of locally manufactured foods be redistributed to provide access to local community members?
- 13. fig. 1 fig. 2 BROWNFIELDS HIGH SCHOOL BLACKSTONE RIVER VALLEY, MIDDLE SCHOOL fig. 3 RHODE ISLAND
- 16. Take Away Questions: Building on Strengths What are some existing technologies that can help catalyze urban agriculture initiatives? How can urban agriculture initiatives be integrated into existing community infrastructures? What would your project look like over 5, 10, 20 years?
- 17. N O VAT I O N R SOCIAL ENTERPRISE Ninety- untries. ortality many of the neonatal within five onnel. Many improved o create a current aired www.designthatmatters.org
- 19. Take Away Questions: Building on Strengths What resources and skills currently exist in Hunts Point that your project can build on?
- 20. Current Business Strategies Business Stategies grants MF Loans Product Local ngo Business direct direct subsidized full-price sales sales or donated grants volunteers grants ngo ngo govern US NGO ment local marketing NGO in Country distribution distribution
- 21. Innovative Business Strategies Virgance Personal Investment Contracts Co. Adv $ Investor Virgance Offshoot Co.s Public Voting Investee e
- 22. KA CR Key Activities Customer Relationships CS KP Customer Segments Key Partners VP Value Propositions KR Key Resources CH Channels C$ R$ Cost Structure Revenue Streams www.businessmodelgeneration.com
- 23. The Business Model Canvas 44 Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Key Channels Resources Cost Revenue Structure Streams www.businessmodelgeneration.com
- 24. Take Away Questions: $$ Who has the money? How might those funds find their way to services/products offered from your project? If you lower the price point, would more people buy?
- 25. How can you create order for the process of accessing healthy foods? How might you convey a new community norm of eating healthy food? What types of policies might be implemented to deter the sale of unhealthy foods? How might you make making healthy food choices seemlessly integrated into everyday life? What are people not saying, but doing that indicate a need? How might you harness the power of local consumers to increase access and affordability of healthy foods? How might the delivery of locally manufactured foods be redistributed to provide access to local community members? What are some existing technologies that can help catalyze urban agriculture initiatives? How can urban agriculture initiatives be integrated into existing community infrastructures? What would your project look like over 5, 10, 20 years? What resources and skills currently exist in Hunts Point that your project can build on? Who has the money? How might those funds find their way to services/ products offered from your project? If you lower the price point, would more people buy?