nudging for change
TRANSCRIPT
Developing sustainable restaurant services as part of the Sustainable Campus vision at Aalto University SUSTAINABLE DESIGN CASE PROJECT
Ilkka Kelaranta, Mridu Mehta, Pinja Heininen
NUDGING FOR CHANGE
Our Focus... To enable the restaurants
to serve more eco-friendly food... To encourage customers
to consume more eco-friendly food...Discourage consumer food waste
PART 1: BUILDING A ROADMAP...................Slide 6-19Role of restaurants and food in environmental sustainability studied and ideas offered.
PART 2: TEST CASE.....................................Slide 20-30Two Weeks One Plate campaign pilot tested for 2 weeks to reduce consumer food waste in campus restaurant. RESULT: upto 20% reduction in food waste
This presentation has 2 parts
Skip to part 2 for interesting results (and my favorite part of the project :)
DESIGN PROCESS: week 1- 4
Information Collection
Problem Definition, Ideation, Roadmap
Environmental impact in Finland Percentage of consumption per person per day
Environmental impacts:· Climate change· Primary energy consumption· Ground-level ozone formation· Acidification· Eutrophication of waters
The remaining 52.5% includes:· Clothing· Home furnishings, appliances and accessories· Health· Hotels, cafes and restaurants· Education· Refreshments and culture
Source: The Eco-Benchmark Project (SYKE, MTT, BSc, FGFRI), Nissinen et al. 2007. Material: Mäenpää, 2005 / as a method of national input-output method
FOOD
20.5%
HOUSING AND ENERGY
15%TRANSPORTATION
12%
• Nordic Climate Festival• HENVI Seminar• Other restaurants’
initiatives: Katri-Antell in Dipoli, Unicafe, Fazer Amica biowaste, Lahti schools
• Food MIPS report• Low carbon footprint meal
report by Jenni Saarelmaa
• Stakeholder mapping and prioritization
• Designing Behaviour through polarity scenario
• Future visions• Identifying benefits and
barriers• Ideas organised into
a Roadmap
Meeting Important Stakeholders
• Meri Löyttyniemi, Sustainability Planner, Aalto University
• Restaurant Advisory Board
• Continuous feedback from Katri-Antell chief at TaiK, Hanna Rosenberg
Presentation to Board Test Case Implemented Test Case Results & Feedback to Customers
Aalto
Sustainable
Restaurant
Services
A Roadmap
SUSTAINABLE DESIGN CASE PROJECT
Pinja Heininen, Ilkka Kelaranta, Mridu Mehta
In collaboration with• Positive response from the Restaurant Board
• Pilot test for 2 weeks to reduce consumer food waste in Katri-Antell
• Results of the test weeks were shared during the test period
• The final result was also displayed at the end of the test
DESIGN PROCESS: week 5-7
Food has the highest environmental impact in terms of CO2 emissions in Finland
The choices made by restaurants have a huge affect all the way from the primary production to the consumers plate. Therefore they have a really important role in making the food and its production chain more sustainable.
INFORMATION COLLECTION
Environmental impact in Finland Percentage of consumption per person per day
Environmental impacts:· Climate change· Primary energy consumption· Ground-level ozone formation· Acidification· Eutrophication of waters
The remaining 52.5% includes:· Clothing· Home furnishings, appliances and accessories· Health· Hotels, cafes and restaurants· Education· Refreshments and culture
Source: The Eco-Benchmark Project (SYKE, MTT, BSc, FGFRI), Nissinen et al. 2007. Material: Mäenpää, 2005 / as a method of national input-output method
FOOD
20.5%
HOUSING AND ENERGY
15%TRANSPORTATION
12%
Comparison of Environmental Impact of Food Items in terms of CO2 EmissionsAll values in kg CO2 -ekv./kg
MEAT DAIRY PRODUCTS EDIBLE OILS VEGETABLES MAIN COURSE ADDITIONS FRUITS
CHEESE13,0
BUTTER6,5
OLIVE OIL1,2
RAPESEED OIL0,8
BANANA0,5
ORANGE0,3
APPLE0,1
MELON1,1
BEEF20.5
PORK3,8
CHICKEN2,9
SALMON1,3
EGG2,2
WHOLE MILK1,1
MILK1,0
PALM OIL0,3
GREENHOUSE CUCUMBER
4,7
GREENHOUSESALAD
3,7
GREENHOUSETOMATO
2,7
CARROT0,1
CUCUMBER2,3
OUTDOOR SALAD
0,4
TOMATO0,8
POTATO0,1
RICE2,9
BARLEY2,0
WHOLEGRAIN BARLEY
1,1
WHEAT0,4
MAIZE0,4
RYE0,3
OATS0,4
Source: Vahahiilinenateria - Low carbon footprint meal report by Jenni Saarelma
Finland
76 kgChina
46 kgIndia
4 kgU.S
120 kg
Consumption of meat per person/year
Source: FAO, State of Food and Agriculture Report 2009
Europe North America & Ocenia
Industrialized Asia
SubSahara Africa
North Africa, West &
Central Asia
South & Southeast
Asia
Latin America
Per Capita Food Losses and Waste kg/yr
Consumer
Production to retailing
0
50
100
150
200
250
300
Source FAO (2011): Global food losses and food waste
Shift from animal farming to natural
farming
Eating meat becomes rare
Lesser CO2-emissions, mostly because of
lower livestock
Concentration on other environmental
issues
Less space needed
More space to grow natural food
Social equality - people eat same food
all over the world
People eating environmentally
healthy food/people eating
less meat
Healthier people
Reduced spending on healthcare
New species can be developed
Less producers, higher prices
Less energy needed
IDEATION: Future Visions
... Economical barriers: Organic and local food is currently costly - LUXURY LABEL
...Customer attitudes and lifestyle
...Misleading information about eco-food in media
... Negative mainstream image and reputation of ecological food, especially vegetarian food
... Different policies followed by the various restaurant companies on campus
BARRIERS to eco-friendly food consumption
Benefits
For Restaurants... Monetary savings for the restaurant services
· Savings on price of vegetarian food over non-vegetarian food · Optimised supply chain
... Image and reputation for the restaurant services · Vegetarian food has a good image with women · Good PR for restaurants
BENEFITS
Benefits
For Customers and Society...Healthy and slow lifestyle for consumers
...Positive thinking
...Reduced Environmental impacts (The total life cycle environmental impacts)-Climate change (greenhouse gas emissions)-Eutrophication-Acidification-Land use, biodiversity-Ecotoxicity
...Increasing knowledge amongst customers and restaurants
BENEFITS
Roadmap for Aalto Sustainable Restaurant Services 2020Lays out all our ideas on a timeline. Ideas are mapped starting with the easiest to implement and those that appear to be more easily acceptable by customers
Toolkit for restaurants For other campus restaurants to replicate suggested roadmap and test case
SOLUTIONS
SOLUTION: Roadmap for Aalto Sustainable Restaurant Services
Recycling; Waste Management Optimised Logistics, Efficient use of resources Reduce beef, rice and greenhouse salads consumption
Encourage competition amongst restaurants for ‘greener’ results
2020
Targets achieved for each
Two Weeks One Plate campaign + info awareness Plate model Awareness about ‘true costs’: Show CO2 footprint of food Serve only fair trade coffee Serve all food in the same line on the buffet table Serve previous days’ food first Environmental pass Online platform to connect campus restaurants Raise the price of environmentally straining food
Theme days: Veggie day, Surprise Menu day etc.
Tastier seasonal and vegetarian food by serving fresh herbs
Herbs grown in Otaniemi urban gardens - served in restaurant
Aalto environmental policy/standards
Feedback system - connect better with customers
Modifying meat recipes to reduce meat consumption- e.g adding soy to bolognese
Invest in seasonal food Remove Greenhouse salads
Eco-food Pop-up restaurant
Marketing diets e.g after christmas
Calories counted food
Reward vegetarians with lower prices
Shadow pricing achieved
Major percentage of food is seasonal
Completely remove beef and rice
Minimize food waste to nil
2012
PART 2Test Case: Two Weeks One Plate Campaign
Please find attachedNudging for Change, a paper I wrote for the course Creating the Mindset of Sustainable Societies in 2012. It discusses nudging as a behaviour change strategy using the Two Weeks One Plate campaign as a succesful example.
PROBLEM Students were throwing away too much food at the end of meals
INSIGHT: Consumers loading too much food on their plates? Restaurant offered consumers the choice of two plates – a smaller plate for salad and a bigger one for the main course.
IDEA Take away the salad plates and see what happens.
• Pilot test for 2 weeks with support from Katri-Antell Restaurant
• Customers were expected to manage their meal with the one big plate provided
• Campaign material developed to nudge customers to participate: - Promotional stand - Interactive feedback corner - Information leaflet - Feedback Poster
2 Stands at strategic locations in the restaurant during the pilot test to announce the campaign
TWO WEEKS ONEPLATE
PARTICIPATE!Our target is to reduce the amount of food thrown away at the end of every meal. The small salad plate
is taken away for two weeks.
We are going to monitor the amount of food waste generated
at our restaurant. If our, customers can manage with one plate, we believe it will reduce the
amount of food thrown away at the end of every meal.
Aalto Sustainable Campus
www.aalto.fi /en/about/sustainability
Interactive Feedback Corner
Used to collect customer feedback. Also a tool to increase customer engagement with the campaign by giving them a place to express heir opinion using post-its.
The corner also tracked the amount of food waste recorded at the end of every day for all to see.
Supporting Leaflet./kg
CO2 ComparisonMeal effect
GREENHOUSE SALADBEEF MEAT
RICE
3,5525 kg CO2 -ekv.
CARROT, ORANGE, APPLEPOTATOESSALMON
0,179 kg CO2 -ekv.
All above food items are 1 kg each.
EGG2,2
WHOLE MILK1,1
MILK1,0
BEEF20.5
PORK3,8
CHICKEN2,9
SALMON1,3
CHEESE13,0
BUTTER6,5
OLIVE OIL1,2
RAPESEED OIL0,8
PALM OIL0,3
GREENHOUSE CUCUMBER
4,7
GREENHOUSESALAD
3,7
GREENHOUSETOMATO
2,7
CARROT0,1
CUCUMBER2,3
TOMATO0,8
OUTDOOR SALAD
0,4
WHEAT0,4
MAIZE0,4
RYE0,3
OATS0,4
POTATO0,1
RICE2,9
BARLEY2,0
WHOLEGRAIN BARLEY
1,1
BANANA0,5
ORANGE0,3
APPLE0,1
MELON1,1
MEA
TDA
IRY
PROD
UCTS
EDIB
LE O
ILS
VEGE
TABL
ESM
AIN
COUR
SE A
DDIT
ION
SFR
UITS
All values in kg CO2-ekv./kgSource: VÄHÄHIILINEN ATERIA
Comparison of Environmental Impact of Food in terms of CO2 Emissions
Read
me.txt
Ru
oa
n C
O2
-va
iku
tuk
setLeaflet placed next to the
buffet table aimed at nudging customers to pick more eco-friendly food on their plates
Did this reduce the amount of food you threw away at the end of every meal?
Feedback Corner Response by Customers
Katri-Antell SodexoYes 25.8% 20%No 51% 66%Maybe 23.2% 14%
Katri-Antell SodexoYes 65.5% 39%No 25% 54%Maybe 9.5% 6%
Can you manage without a salad plate?
The campaign was conducted by Meri, the Sustainability Planner at Aalto University 6 months later in another restaurant Sodexo, Otaniemi and the results are included here.
We asked:
Results & Conclusions
Amount of Food Waste decreased on an average (as compared to before the test weeks):Katri-Antell: 20%Sodexo: 15.25%
The response of customers on the feedback corner indicates that they do not believe that taking away the salad plate reduces the amount of food waste. Our measurements of food waste thrown at the end of every meal however show otherwise. For this reason, we decided to declare the results at the end of the test weeks as a poster (as shown on the next slide) to let customers know that their participation did make a significant difference
AALTO SUSTAINABLE CAMPUS
KIITOS OSALLISTUMISESTA!
Kaksi Viikkoa, Yksi Lautanen - kampanjan aikana vähensitte ruokajätteen määrää 20%. Yhden vuoden aikana yli 3000 litraa täysin syötävää ruokaa pelastuisi jäteastialta.
Vähensitte myös astianpesupro- sessissa tarvittavaa vettä, sähköä, pesuainetta ja tilan käyttöä.
THANK YOU FOR PARTICIPATING!
During the Two Weeks One Plate Campaign, you reduced the amount of consumer food waste by 20%. Over one years time, this would prevent over 3000 ltrs of edible food reaching the dustbin!
In the dishwashing process, you also reduced the amount of water, electrical energy, detergent and space used.
Poster informing customers that the amount of consumer food waste decreased during the pilot test weeks.
The campaign gathered positive response from most customers.Unfortunately, at the end of the campaign the restaurant decided to bring the salad plates back because they did not want to alienate the customers that did not approve. However, we observed that conscientious customers continued to use one plate only even after the salad plates were reintroduced. The restaurant has on its own initiative discouraged the use of salad plates by placing them after the big plates (it was the opposite before).
Project Follow Up
• Project well recieved by the Restaurant Board of the University• Project presented at Design in Glocal Transformation Seminar
in EnsAD 2012• Project presented at Nordic Sustainable Campus Network
(NSCN) Seminar 2013• Two Weeks One Plate campaign also tested totally in 3 campus
cafeterias till date by the University• 1 restaurant does not use the salad plates till date (Dec 2013)