Swapsee, the community marketplace for talent, and Claro Partners, business innovation and service design firm, in collaboration with EatWith and LE18 hosted a unique Service Jam focused on the issue of food waste at Fest-UP. Currently, over 262,000 tons of food is being wasted every year in Catalonia. This is a huge problem but an opportunity Also with great potential. During three consecutive evenings (May 5-7), three groups of six people with a background in entrepreneurship, business, technology, engineering, marketing and design were invited to flex muscles their mind and come up with a solution to this problem rooted in the Internet and / or mobile technology. Facilitators from Swapsee and Claro Partners guided the participants and helped them structure their Ideas and develop a product concept and business plan around it.

1. Organized
by:
Supported
by:
Welcome
to
Fest-­‐UP
Service
Jam
BCN!
5-­‐7
March,
2014
IllustraKons
by:
EducaKon
Scotland

2. This
is
a
Fest-­‐UP
event!
With
45
events
in
20
venues
across
the
city,
Fest-­‐UP
is
making
history
as
Barcelona’s
first
crowdsourced
startup
fes?val!
It
is
a
plaOorm
for
the
change-­‐makers
of
the
Barcelona
Startup
Ecosystem
to
think
outside
the
box,
showcase
their
projects
and
share
their
knowledge.
Thanks
for
being
part
of
it!

3. Fest-­‐UP
Service
Jam
BCN
is
an
ini?a?ve
of…
the
local
talent
marketplace
and
skill-­‐sharing
plaOorm

4. Why?
Our
mission
is
to
bring
together
talented
people
living
in
the
same
community
to
work
together,
collaborate,
and
even
exchange
skills!
Fest-­‐UP
Service
Jam
BCN
is
an
iniKaKve
of
Swapsee!
Swapsee
at
its
core
is
supported
by
offline
acKviKes,
hence
the
Fest-­‐UP
Serivce
Jam
BCN!

5. Are
you
a
member
yet?
Join
now
using
this
invitaKon
link:
hYp://swapsee.com/join/invitaKon

6. Naviga)ng
disrup)ve
change
Claro
helps
corporaKons
and
startups
to
navigate
disrup?ve
shiJs
in
society
and
business
Fest-­‐UP
Service
Jam
BCN
co-­‐organizer:

7. FEST-­‐UP
SERVICE
JAM
BCN
Social
science,
anthropology,
and
design
research
Service,
interacKon,
and
product
design
Business
strategy
and
markeKng
Aldo
Netherlands
Rich
USA
Megan
UK
Elisabeth
Netherlands
Jiri
Belgium
Mandy
Lebanon
Gunes
Turkey
Abby
USA
We
are
an
internaKonal,
inter-­‐disciplinary
team

8. FEST-­‐UP
SERVICE
JAM
BCN
Service
design:
An
interdisciplinary
approach
Service
design
product
design
Industrial
design
interacKon
design
social
design
strategic
management
operaKons
management
Ethnographic
design

9. FEST-­‐UP
SERVICE
JAM
BCN
The
five
principles
of
service
design
BE
USER-­‐CENTRED
it’s
all
about
people
CO-­‐CREATE
design
with,
not
just
for
ESTABLISH
A
SEQUENCE
a
service
is
a
flow
of
correlated
ac)ons
DEFINE
CONCRETE
TOUCHPOINTS
services
are
experienced
through
physical
contact
points
THINK
HOLISTICALLY
improve
people’s
day-­‐to-­‐day
lives
2.
1.
3.
4.
5.

10. Supporters
of
Fest-­‐UP
Service
Jam
BCN:

11. Why
are
we
here?

12. Why?
FEST-­‐UP
SERVICE
JAM
BARCELONA
This
Jam
is
all
about
finding
an
Internet/Mobile
Technology
soluKon
to
Food
Waste
Every
year
262.000
tons
of
food
is
wasted
in
Catalunya
a
year.
We
want
YOU
and
your
fellow
team
members
to
come
up
with
a
soluKon
to
this
dreadful
problem.
It
could
be
an
App,
an
online
community,
a
IoT
soluKon
or
anything
else
you
may
think
of
rooted
in
the
Internet
and/or
mobile
technology.
STOP
FOOD
WASTE!

13. FEST-­‐UP
SERVICE
JAM
BCN
What
is
a
Service
Jam?
A
Service
Jam
is
an
event
where
teams
of
bright
and
creaKve
people
come
together
to
solve
a
problem.
In
summary,
it's
like
invenKng
a
new
product
or
a
startup
in
as
liYle
Kme
as
possible
and
compeKng
against
other
teams
to
see
who
has
the
best
idea.

14. Mentors
FEST-­‐UP
SERVICE
JAM
BCN
Gunes
Kocabag
Mercè
Rua
Nishant
Bhaskar
Joshua
Dresner
Sam
Morris
Marta
Mariné

15. ParKcipants
FEST-­‐UP
SERVICE
JAM
BCN
Aina
Pascual,
Food
Waste
Sp.,
Researcher
Food
Waste
Ayse
Naz
Pelen,
UX/UI
Designer
Ilia
Zelenkin,
Business
Analyst
Josep
Romero,
MarkeKng
&
Code
Dev.
Julie
Frene,
Comms
&
Graphic
Design
Mariana
Socorro,
MarkeKng
Marilyn
Markman,
Business
Mayya
Husseini,
Food
Waste
Specialist
Nuria
Valero,
Engineer-­‐
Climate
Change
Paco
Muñoz-­‐GuKérrez,
Food
Waste
Specialist
Rebeca
Marln,
CommunicaKons
Roberto
Renteria,
Product
Design
Sergio
Correa,
Comms
&
Design
Simon
Green,
Graphic
Designer
Branislav
Erdelyi,
Business
Benedicte
Bodard,
Product
Design
Enio
Sarrias,
InteracKve
Design
Nicole
Harper,
Comms
&
Resercher

16. Judges
FEST-­‐UP
SERVICE
JAM
BCN
Franck
Poirier,
Co-­‐founder
Le18
Àlex
Rodríguez,
Director
at
Startup
Grind
BCN
Aldo
de
Jong,
Co-­‐founder
Claro
Partners
and
Startupbootcamp
Data
&
IoT
Rosa
Monge,
CEO
Imagine
CreaKvity
Center
Victor
Fortunado,
CEO
of
Cookbooth
Abdi
Shayesteh,
Ousul
Ventures
&
Duty
Gral
Counsel
Mitsubishi
UFJ
Financial
Group

17. What
will
we
be
doing
these
three
nights?
Know
the
user
Value
Proposi?on
The
Idea
Presen?ons
B.
canvas

18. FEST-­‐UP
SERVICE
JAM
BCN
Tonight’s
AcKviKes
• Before
dinner
– Warm
up
– Desk
research
– IdenKfy
your
problem
• 10:00-­‐10:30
pm:
Relax!
(dinner)
• AJer
dinner
– Persona
collage
– Value
proposiKon
DAY
1:
•
IdenKfy
your
problem
•
Know
your
user
•
Define
your
value
preposiKon

19. FEST-­‐UP
SERVICE
JAM
BCN
Tomorrow’s
AcKviKes
• Before
dinner
– Warm
up
– IniKal
soluKon
finding
– Service
journey
canvas
• Customer
journey
canvas
• OrganizaKon
journey
canvas
• 9:30-­‐10:00
pm:
Relax!
(dinner)
• AJer
dinner
– Business
model
canvas
DAY
2:
•
SoluKon
finding
•
Understand
your
service
journey
•
Define
your
business
model

20. FEST-­‐UP
SERVICE
JAM
BCN
Wednesday’s
AcKviKes
• Before
dinner
– Warm
up
– Work
on
presentaKons
• 9:30-­‐10:00
pm:
Relax!
(dinner)
• AJer
dinner
– PresentaKons
before
the
jury
DAY
3:
•
Present
your
work!

21. Winning
team
will
be
announced
at
the
FEST-­‐UP
AWARDS!
FRIDAY,
May
9,
at
10pm
@Bling
Bling
Have
you
registered
yet?
hYps://www.eventbrite.com/e/
the-­‐fest-­‐up-­‐awards-­‐party-­‐
Kckets-­‐11450832749
FEST-­‐UP
SERVICE
JAM
BCN
Friday…
FEST-­‐UP
AWARDS!
Prize:
Further
mentoring
by
Claro
Partners

22. WIFI
Username:
Le18_BCN
Password:
tasteandpost

23. #FESTUPSERVICEJAM
#SWAPSEEBCN
FEST-­‐UP
SERVICE
JAM
BCN
Don’t
forget
to…
Share
the
experience
with
the
rest
of
the
Fest-­‐UP
community
and
the
World
@festupbcn
@myswapsee
@claropartners
@EatWithEspana
@Le18_bcn

24. The
state
of
food
waste
-­‐
SituaKon
Analysis
by
PAA,

25. Dilefa
Parente
+
Gaby
Susanna
Plataforma
Aprofitem
els
Aliments
hfp://aprovechemoslosalimentos.wordpress.com
hfp://aprofitemelsaliments.wordpress.com
Contact
paaliments@gmail.com
dilefaparente@hotmail.com

26. What
it
is
Food
Waste
?
• Food
loss
is
a
decrease
in
mass
or
nutriKonal
value
of
food
that
was
originally
intended
for
human
consumpKon.
This
loss
are
mainly
caused
by
inefficiencies
of
the
food
supply
chain,
such
as
poor
infrastructure
and
logisKc,
lack
of
technology,
insufficient
skills,
knowledge
and
management
capacity
of
supply
chain
actors,
lack
of
access
to
markets
or
natural
disasters.
• Food
Waste
refers
to
food
appropriate
for
human
consumpKon
being
discarded
most
ozen
because
of
the
behavior
of
the
retailers,
the
food
service
sector
or
consumers
shopping
eaKng
habits.
• Food
Wastage
any
food
that
go
unused
by
deterioraKon
or
discard
encopasses
both
food
loss
and
food
waste
• FAO,
2011
Global
Food
Losses
and
Waste.
Extent,
Causes
and
prevenKon.

27. Why
is
it
a
problem?
• Economic
• Ecologic
• Ethic/Social

28. Chart Title
I pay for somenthing I trash
No return for an economic value
Land occupation
Water use
Energy use
Labour
Waste all the resourses for production
packaging, distribution
and marketing
?
Why food waste directly contribute to
world hunger
Effects of Food waste on the economy

29. • Whether
rich
or
poor,
all
countries
buy
food
from
the
same
global
market
of
internaKonally
traded
commodiKes.
If
rich
countries
buy
hundreds
of
millions
of
tonnes
of
food
they
end
-­‐up
wasKng,
they
are
removing
food
from
the
market
which
could
have
remained
there
for
other
country
to
buy.
By
raising
demand
for
there
commodiKes,
rich
countries
also
contribute
to
price
raise,
which
makes
them
less
affordable
for
poorer
naKons.
That’s
why

30. Ecological
problem
• Land
• Water
• Biodiversity
• GHG
emissions
for
producKon
and
food
waste
disposal
If
the
food
which
produced
annually,
but
not
eaten,
were
a
country,
it
would
rank
number
3
in
the
world
for
greenhouse
gas
emission,
behind
US
and
China.

31. Ethical/Social
• Ethical
Is
evident
that
while
so
much
food
is
wasted
a
large
number
of
individuals
are
suffering
from
hunger,
malnutriKon
or
food
poverty
all
over
the
world.
• Social
United
NaKon
projecKon
of
grow
suggest
that
by
2075
word
populaKon
should
reach
9.5
billion.
1)This
means
that
could
be
an
extra
3
billion
people
to
feed
by
the
end
of
the
century.
• United
NaKons,
World
populaKon
to
2300
(United
NaKon
NY,
2004)

32. How
and
where
Food
Wastage
occurs?
Food
Supply
Chain
Producers
Distributors
Retailers
Consumers
Food
loss
low-­‐income
countries
Food
waste
high-­‐income
countries

33. FAO,
2011
Global
Food
losses
and
Food
Waste.
Extent,
causes
and
prevenKon.

34. Monrovia,
Liberia
South
west
Asia
FOOD
LOSS

35. FOOD
WASTE

36. Food
loss
and
waste
per
capita
in
the
world
• Food
loss
in
Europe
and
north
America
is
280-­‐300kg/year.
In
Sub
Saharan
Africa
and
south
Asia
120-­‐170
Kg/year
• Food
waste
by
consumers
in
Europe
and
North
America
is
95-­‐115/year
while
this
figure
for
Sub
Saharan
Africa
and
Asia
is
6-­‐11
Kg.
• Food
losses
in
industrialized
countries
is
are
as
high
as
in
developing
countries
but
while
in
developing
countries
more
then
40%
is
lost
at
post
harvest
and
processing
levels,
in
industrialized
countries
more
then
40%
is
wasted
at
retail
and
consumers
level.

37. FOOD
WASTAGE
diagnosis
in
Catalonia
In
Catalonia,
3.74
million
tones
of
solid
food
are
consumed
(499
kg/person/
year),
of
which
2.56
million
are
eaten
and
1.18
are
discarded
in
the
form
of
FOOD
WASTE.
Of
the
total
solid
food
products
acquired
by
homes,
restaurants
and
shops
in
Catalonia,
7%
(34.9
kg/person
per
year)
goes
to
waste,
the
equivalent
to
discarding
food
consumed
over
25.5
days,
or
feeding
over
500,000
people
for
one
year!!!!!!!!

38. Food
consumpKon
in
Catalonia,
by
sector
2010

39. MERCATS
1%
SUPERMERCATS
16%
COMERCIAL
ALIMENTARI
ALTRES
9%
RESTAURACIÓ
12%
INSTITUCIONS
4%
LLARS
58%
Total Food Wastage (t)
MARKETS 3.671
SUPERMARKETS 42.987
OTHER FOOD SHOPS 23.391
RESTAURANTS/
CATERING SECTOR 30.976
INSTITUTIONS 9.574
HOUSEHOLDS 151.872
TOTAL 262.471
FOOD
WASTAGE
IN
NUMBERS
This
food
wastage
is
the
one
found
in
municipal
waste
collecKon
(waste
from
whole-­‐
sale
distribuKon,
the
agrifood
industry
or
the
primary
sector
is
not
considered
here)
!!!!!!!

40. What
is
the
impact
of
FOOD
WASTAGE
IN
CATALONIA?
Producing,
distribuKng
and
consuming
FOOD
leads
to
a
no
of
Environmental,
social
&economic
repercussions.
So,
nowadays
(with
the
crisis),
where
nearly
1bil.
people
suffer
from
hunger,
food
wastage
has
a
massive
social
and
ethical
impact.
Given
that
annual
expenditure
on
solid
food
products
in
CATALONIA
is
esKmated
1,599€/p/y
and
that
7%
is
wasted:
So,
these
figures
represent
841mil
€/yr,
equivalent
to
1/10th
of
the
Government
of
Catalonia
HEALTH
ministry’s
spending
in
2012!!
From
the
environmental
perspecKve,
applying
the
concept
of
ecological
footprint,
the
impact
of
FOOD
WASTAGE
is
0.89
ha
/tn
of
waste
which
means
that
the
260,000
t
of
food
wastage
are
thus
equivalent
to
the
use
of
234,000
ha
or
20%
of
the
total
agricultural
land
in
catalonia
With
respect
to
greenhouse
gas
emissions
from
different
phases
in
the
life
cycle
of
wasted
food
product,
from
producKon
to
managing
the
food
as
waste,
emissions
exceeded
the
520,700t
of
CO2
eq
in
2010

41. Conclusions
FOOD
WASTAGE
IN
CATALONIA
is
a
big
fracion
from
the
total
(6,19
%)
and
thus,
it
has
to
be
taken
as
a
central
mafer
in
the
food
and
waste
poli?cs.
So,
we
have
more
than
260.000
t
of
FOOD
being
wasted
35kg/person/year
goes
to
waste
we
could
be
feeding
more
than
500,000
people
for
one
year
European
Parliament
calls
for
urgent
measures
to
halve
food
wastage
in
the
EU.
Plenary
Session
Agriculture
−
19-­‐01-­‐2012
Members
of
the
European
Parliament
proposed
2014
as
the
european
year
against
FOOD
WASTAGE
and
although
that
was
not
assumed,
it
was
indeed
the
leit
mo)f
of
the
PAA,
PLATAFORMA
APROFITEM
ELS
ALIMENTS

42. 1. Raise
social
awareness
about
food
wastage
while
promoKng
educaKon
on
proper
food
manipulaKon
in
all
the
steps
of
the
food
chain
and
households.
2. Support
research
and
innovaKon
oriented
to
develop
skills
for
the
full
use
of
food.
3. PromoKng
beYer
informaKon
transparency
on
food
usage
and
food
waste.
4. PromoKng
legislaKve
and
regulatory
changes
necessary
to
encourage
full
use
of
food
while
ensuring
food
safety
and
liability
protecKon.
5. PromoKng
economic
and
fiscal
measures
aimed
at
prevenKng
food
losses
and
responsibly
managing
food
waste
according
to
the
“Waste
Hierarchy”.
6. FacilitaKng
donaKons
of
food
and
direct
gleaning
acKviKes
as
a
community
safety
net
for
social
NGOs
and
disadvantaged
groups.
7. Collaborate
in
halving
of
food
wastage
by
2025
as
recommends
the
European
Parliament
resoluKon
of
January
19th
o
of
2012.
OUR
GOALS
WHY
THE
PLEDGE
STOP
WASTING
FOOD?
⇒
FOOD
WASTAGE
is
a
mundial
scandal
⇒
Because
of
its
high
environmental,
social
and
economical
COST
Our
AiM
is
to
impulse
and
colaborate
with
all
implicated
agents
to
DETECT
where
food
waste
takes
place
and
ALL
TOGETHER
LOOK
FOR
the
best
tools
to
avoid
it
and
create
a
movement
that
promotes
wise
FOOD
USE
and
CONSUMPTION

43. Last
February
the
20th
(2014)
we
presented
ourselves
in
society
by
making
public
the
pledge:
STOP
WASTING
FOOD

44. MAIN
ACTION
PLAN
2014
• Make
the
manifesto/pledge
known
+
GET
MORE
SIGNATURES
at
• aprofitemelsaliments.wordpress.com/
aprovechemoslosalimentos.wordpress.com
• BE
PRESENT
in
as
many
acts
related
with
FOOD
AND
WASTE
as
possible
• NETWORKING
+
ALLIANCES
with
similar
projects/movements
in
&
out
Catalonia
• Organise
a
BIG
FREE
PUBLIC
MEAL
as
a
social
awareness
campaign
in
Barcelona
• Promote
a
Parlamentary
ACTION
to
favor
wise
FOOD
USAGE
&
CONSUMPTION

45. RECENT
AND
NEXT
PARTICIPATIONS
Madrid
MEETING

46. 25
oct.
2014
Barcelona
TRADE
SHOW
on
FOOD
WASTE
PREVENTION
experiences
&
GLEANING
FEAST/BANQUET
A
delicious
free
meal
will
be
given
made
only
with
ingredients
that
would
otherwise
have
been
wasted
Gleaning+
cooking
+
serving
the
meal
+
many
other
acKviKes
and
workshops
taking
place
the
whole
day
by
people
involved
in
the
fight
against
FOOD
WASTAGE

47. The
big
picture
recommendaKons
• REDUCE
our
consumpKon
and
make
more
responsible
and
sustainable
• RESTORE
the
value
of
food
not
only
from
the
economic
point
of
view
• BUILD
ALLIANCES
among
the
actors
of
the
food
supply
chain

48. Dilefa
Parente
+
Gaby
Susanna
Plataforma
Aprofitem
els
Aliments
Thank
you
very
much
for
your
afen?on
hfp://aprovechemoslosalimentos.wordpress.com
hfp://aprofitemelsaliments.wordpress.com
Contact
paaliments@gmail.com
dilefaparente@hotmail.com

49. Program
for
the
day

50. FEST-­‐UP
SERVICE
JAM
BCN
Tonight’s
AcKviKes
• Before
dinner
– Warm
up
– Desk
research
– IdenKfy
your
problem
• 10:00-­‐10:30
pm:
Relax!
(dinner)
• AJer
dinner
– Persona
collage
– Value
proposiKon
DAY
1:
•
IdenKfy
your
problem
•
Know
your
user
•
Define
your
value
preposiKon

51. Time
to
work…
let’s
have
fun!