MADE FROM SCRATCH Tag-line ‘Made from scratch’ is a food experiment that gets people tasting, thinking, and talking about the way they buy, cook and eat. Description
Whatever your opinion, ‘Made from scratch’ intends to disrupt the status quo. It intends to get you tasting, thinking, and talking about how you buy, cook and eat.
‘Made from scratch’ is a food experiment. You invite 4 friends for a home-cooked meal where each person cooks one course of the meal. There is just one rule - all the food must be cooked from scratch. That means no spice mixes, stock cubes or ready-to-cook food. This simple experiment triggers complex conversations. By cooking and eating the meal, you inadvertently engage in sustainable actions such as buying fresh, local or seasonal produce, or avoiding highly processed foods. The dialogue initiated hopefully leads to a re-evaluation of your relationship with food.
People learn of the experiment from flyers at their local cafes and grocery stores or on the website. The website provides information on hosting a ‘Made from scratch’ and provides the space to share your experiences with other people.
User research revealed that there is no lack of information on sustainable food. There are credible organisations and experts providing facts, statistics, forecasts, instructions and even resorting to scare tactics. These informative, educational approaches appeal to us, as rational human beings, to make “the right choices”.
But decisions aren’t always rational, especially when it comes to food, which is so personal and emotional. When most vegetarians are asked why they gave up meat, they don’t answer “to reduce my carbon footprint.” They usually say “because it just felt right.”
‘Made from scratch’ is built on the belief that people’s behaviours can be influenced by experiences that challenge their established patterns. It doesn’t aim to instruct people about what they should or shouldn’t do. Instead it aims to stimulate them to question and investigate sustainability and food.
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Having to do this documentation forced some clarity.
