Last night I went to buy sweet potatoes, slice in half, roast, and add a topping. They were all HUGE - 1 would be enough to feed a family of 6! I wanted small ones, to serve individually.
Retailers are setting demand. Farmers have to produce. Consumers have no say.
We overproduce, over-standardise, and then act surprised when waste piles up.
We keep talking about waste like it happens at the bin.
It doesn’t.
It happens long before that.
In the restaurant space, chefs are ordering ingredients they never see wasted. #jelle has the perfect solution to this exact problem!
It’s broken telephone… from soil to shelf.
And everyone is doing their job “correctly” inside a system that is fundamentally misaligned.
It’s visibility, because once you can SEE the system, you can finally redesign it.
Not optimise the broken one - just rebuild it.
