STIMULATING THE SEPARATION OF FOOD WASTE AMONG VISITORS Graduation report by Tom Lagendijk Oktober 2015 - PB - - 1 - Technical University of Delf Schaalwerk Tom Lagendijk Landbergstraat 15 Locomotefstraat 4 Fultonstraat 17B 2628CE Delf 3534BK Utrecht 3112 ZP Schiedam The Netherlands The Netherlands The Netherlands Website: htp://tudelf.nl Website: htp://schaalwerk,nl Website: htp://tomlagendijk.nl Project chair: Dr. H.H.C.M. Christaans Project chair: Walter Bak Contact: [email protected] Job ttle: Associate Professor Job ttle: Director Contact: [email protected] Contact: [email protected] Project mentor: E.J. Jepma Job ttle: Teacher design aesthetcs Contact: [email protected] Special thanks Walter Bak, Joost de Boer, Ingeborg Pinkcaers, Beaujoura, Lisa van de Merwe, Sanne Jonge- ling, Sophie Boonen, Govert Reeskamp, Laura van de Voort, Dago Houben, Eva Verboon, Didi- er Prince, Oscar van de Reyden, Marnix Bramer, Alex Laman, Nadine Jongeling, Robin Koens, Silvia Lagendijk, Fresco, Bram and Marlinka. - 2 - Executive summary. KOOSIE is a new festval-catering concept that is one of the big problems at festvals. KOOSIE waste management companies. Festvals and enables and stmulates visitors to separate their does focus on the food by encouraging /chal- eateries can use KOOSIE to create the needed waste and create their own cosy and comfort- lenging visitors to separate waste . The design is behavioural change and facilitaton of waste able eatng locaton at festvals. KOOSIE en- based on a thorough analysis of current eateries separaton, which is needed for festval to cre- ables this by facilitatng a compact crate that at festvals and of the psychological aspects of ate these mono waste streams. includes, a picnic rug, waste compartments, behavioural change. a transformable table leaf and space for food and drinks. Visitors have the freedom to com- Several other concepts, next to KOOSIE were fortable carry the compact crate towards any created during this phase. First, the Cone desired locaton at the festval. Food, a concept that is focused on limitng the amount of packaging used and on enabling peo- ple to ‘stay in their moment’. The second and third concepts Batle of colours and Your waste is our Food are focussed on behavioural change through gamifcaton. Finally, the warehouse concept is based on convenience for visitors. Koosie came out as the most ideal soluton for this problem. Festvals have to create a mono waste stream to KOOSIE enables festval organizatons and solve the food related waste problem. The enor- eateries to increase the service value and total mous amount of diferent materials used for experience of the festval through limitng the packaging by eateries, the lack of agreements shortage of seatng spots and decreasing the between eateries and festval organisatons and food related waste problem in a commercially the current behaviour of visitors do not stmu- feasible way. late these mono waste streams. Therefore, we recommend eateries and festval organisaton Current solutons on the festval market are to limit the amount of diferent packaging by focused on the plastc cup waste problem and making clear agreements about the materials do not focus on the food related waste prob- used for food packaging. These decisions must lem. Currently the food related waste problem be based on the facilites of the cooperated - 2 - - 3 - Table of contents Chapter 1 Introducton Chapter 6 Detailing The company 6 Interacton vision 74 Waste problem 7 The basic design 77 Use of KOOSIE 90 Chapter 2 Analysis and research Scenarios 112 Internal analysis Schaalwerk 10 Deposit & administraton system 125 Festvals and Sustainability 14 Waste and festvals 19 Chapter 7 Evaluaton and recommendatons Eateries and Festvals 24 Pilot 128 Trends and developments, current solutons 30 Recommendatons 129 and technical developments Rough Redesign 130 Financial and commercial feasability 132 Festval Visitors 33 Commercial selling points 136 How to infuence behaviour 37 Conclusion 137 Ideal eatng environment 48 Next step 137 Case: Into The Great Wide Open 49 Conclusion chapter 2 56 References 138 Appendix A. Interview Govert Reeskamp 142 Chapter 3 Design specifcatons Appendix B. Interview Laura van de Voort 151 Requirements 58 Appendix C. Observatonal Research HCTS 157 Wishes 58 and DGTL Appendix D. Context Mapping research HCTS 165 Chapter 4 Idea generaton Appendix E. Clustered Quotes Public Survey 187 Concept 1. Your waste is our food 60 Appendix F. Idea Generaton 188 Concept 2. Batle of the colours 62 Appendix G. Concept Detailing 196 Concept 3. Cone food 64 Appendix H. Producton 203 Concept 4. Picnic 66 Appendix I. Online Survey 205 Concept 5. Warehouse 68 Appendix J. Height Research 209 Appendix K. Administraton table 211 Chapter 5 Concept choice Appendix L. Pilot Research 212 Concept choice 72 Appendix M. Financial calculatons 230 - 4 - - 5 - CHAPTER 1 INTRODUCTION This Chapter provides a frst introducton about the company Schaalwerk and the waste problem at festvals. - 4 - - 5 - The company Schaalwerk is a Utrecht based company, which encompasses several design disciplines, from exhi- biton design (mainly for museums), theatre stands, to graphic design and prototyping. Exhibitons and stands are their core business. Over the last 15 years Schaalwerk has also designed and built a wide range of concepts for festvals in the Netherlands. Examples of their festval work are: pop-up restau- rants, pop-up bowling clubs, entrance of Best Kept Secret festval, and the decoraton for Into the Great Wide Open festval. Schaalwerk mainly works with a variety of freelancers. These freelancers are special- ised in a specifc aspect of the design and produc- ton process. Figure 2 Schaalwerk’s premises Figure 1 Logo of Schaalwerk - 6 - Waste problem The impact of waste Waste is currently a big problem at festvals. 29% According to research of Felia Lanno (2011) 77% According to Laura van de Voort (interview, 2015), of the total environmental damage of festvals is of the Belgium festval visitors associate the word sustainable manager at Extrema Outdoor and caused by waste. [1] According to Razag Raj and “dirty” with festvals and 56% of the Belgium festval founder of Greenevents Nederland, these negatve James Musgrave (2009) who did research on Sziget visitors think that waste is a disturbing factor of fes- experiences leads to damage of their festval image festval in Hungary, measures the amount of waste tvals. [5] Hereby one may assume that a signifcant and of the desired total experience. Hence, we can per visitor at approximately between 0,5 - 0,8 amount of the festval visitors are confronted with conclude that eateries on festvals are defnitely a kilogram. [2] The Dutch festval Into The Great and experiencing this problem of waste. Among vis- source of the waste problem. Sustainable wise and Wide Open creates a waste amount of proximally 1 itors food and drink related waste, like plastc cups experience wise it is important for festvals to solve kilogram per person per day. [3] In 2013, a total of and food, were experienced as the most disturbing this problem. [6] 12.820.000 people visited Dutch music festvals. [4] types of waste. The main reasons, according to Lan- This means that only in the year 2013 festval visi- no, why people experience it as disturbing were the tors have produced an enormously amount of about horrible smell, atractveness for insects and the look 10 million kilograms of waste. of the environment. Figure 3 Waste problem and impact at festvals - 6 - - 7 - - 8 - - 9 - CHAPTER 2 ANALySIS AND RESEARCH Afer an internal analysis of the company Schaalwerk., this chapter provides a more in-depth analysis about the current situaton and developments of the festval market related to the waste problem. It will also give insides into several socio-psy- chological theories focused on behavioural change. - 8 - - 9 - Internal analysis Schaalwerk This paragraph will give you insights into the company is not optmal. This leads to stress and the company Schaalwerk and its strength a decrease in efciency of the building process. and weaknesses by analysing the compa- Company Strategy. ny’s structure, facilites and strategies. There is not a real defned strategy within Schaalw- erk. Schaalwerk executes projects that vary from big Structure of Schaalwerk. productons, such as for museum, to small such as a The founder of Schaalwerk is Walter Bak. All em- dinner table for a household. The main selling strat- ployees in the company are freelancers. This is a egy of Schaalwerk towards their client is focused conscious choice made by Walter. The amount of on costs reducton. Schaalwerk is mainly involved in assignments in the theatre, museum and festval the end process of a design project. Eight out of ten market does fuctuate a lot. In this way the company projects are consistng out of building the installa- becomes fexible and can respond to the fuctuaton tons, which are designed by other companies. Figure 4 Schaalwerk’s ofce. of those markets. To acquire these assignments Schaalwerk tries to Each freelancer has his or her own specialism and convince most of their clients by ofering the cheap- skills. The types of freelancers working for Schaalw- est soluton instead of selling high quality. Cost erk vary between crafs man, mechanical engineers, reducton is a good selling point towards their client, programmers, painters, woodworkers, art directors, although Schaalwerk does not always calculate real- special efects specialists, and industrial designers. istc prices. Therefore, they have to cut in their own This variety of people increases the knowledge, proft percentage of 20% on the whole project and skills and connectons that Schaalwerk can ofer this leads to less proft, which limit the growth of the their clients. The disadvantage of this structure is company. that freelancers are usually more expensive to hire than permanent employees. In this way Schaalwerk increases their costs for themselves and their clients.