Taste old salad
Concept for a fresh produce trade fair for Ljusgårda
The assignment
Event
Idéation
Ljusgårda is the high-tech food company that produces Swedish pesticide-free lettuce all year round in its vertical indoor farm in Västergötland. The village contributed the idea for Ljusgårda’s participation in the ICA retailers’ fresh produce trade fair.
The customer’s problem is also the retailer’s problem.
Everyone hates salad that goes off in the bag and has to be thrown away because you don’t get a chance to sell or eat it before its best-before date. Because Ljusgårda’s salad goes directly from harvest to bag to shop, it keeps for much longer than imported salad. Longer shelf life means less waste and the potential for higher profit margins for the retailer.
Would you dare eat a six-week-old bagged salad?
To prove the long shelf life, visitors to the trade fair were given samples of a six-week-old and a three-week-old “out-of-date” salad to taste and see if they could tell the difference between them and the freshly harvested one.
There was no problem getting visitors to try the samples. The difficulty lay in determining which salad was the oldest.
The visitors received a pair of salad tongs and a leaflet.
The village provided drawings for the stand space.
