Title: Imperfect Truth of Imperfect Fruit
After visiting a few galleries over the past few weeks, I’ve been surprised with how many contemporary works I found that related to the relationship of humans and ecology. This goes to show how prevalent the issue is in our generation as our huge economic expansion is starting to reflect in our waste. Our success as a first world country does not come without cost: increasing wealth has come mountains of garbage that finds its way into rivers and lakes, and into the food chain.
After a long process of research I came back to the idea of food and branding. The reason for this is that maintaining a healthy diet and eating fresh produce has always been keen interest of mine, so I decided to explore further.
According to Oz harvest, if one quarter of the food currently lost or wasted could be saved, it would be enough to feed 870 million hungry people. Almost half of all fruit and vegetables produced are wasted, that’s 3.7 trillion apples!
People fear difference, hence why supermarkets chains are apprehensive to sell distorted, abnormal and malformed fruit and veg.
Imperfect fruit helps reduce 25% of farmers crops that never leave the farm because they are a bit ugly, and do not meet the visual specifications of some consumers and supermarkets (Horticulture Australia).
This means that every time you buy Imperfect produce we’ll be helping take more of the farmer’s crops, helping reduce food wastage, and most importantly saving up to 50% of food produced.
Like all of the species on earth, humans depend on the bountiful resources of the planet for our very existence. What happens when they run out? Is it because we reject so many fruit and veg that don’t meet the consumer standard?
This work was created using images I’d found on the internet of skewed, grotesque fruits. I put these images into photoshop and drew each individual fruit using block shapes and colours. Inspired by graphic designers; Paul Rand and Saul Bass with their brightly colour brands yet extremely simple designs.
Following after the inspiration of Steve Jobs and Steve Wozniak’s apple logo, these graphic designed fruits are made to look like simple outlined shapes. Although these fruits are bright, fun and tasty I’ve brought on an uncomfortable truth, about how quick we are to judge.
Its not the outside that matters but the heart that matters. Imperfect fruit and vegetables may not look perfect from the outside, but are perfectly tasty in the inside. Should we reject something for their appearance?
Inspired by artists such as: Matisse for his brightly coloured paper cut outs and Filip Pagowski (creator of the Comme des Garcons logo) again he focused on the minimalist style.
https://thecenterforfamilyconsultation.com/the-evolving-relationship-between-humans-and-the-earth/
http://www.foodwise.com.au/so-much-food-so-much-waste/
https://www.ozharvest.org/what-we-do/environment-facts/
http://www.wwf.org.au/what-we-do/food/reducing-food-waste#gs.s1szE9M
https://www.foodbank.org.au/about-us/how-we-work/food-waste/
Book: Nature and its symbols - The J. Paul Getty Museum
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