From Farm to Fork design concept

1. Team C
Congman
Lixiang
Leisure Farm
Team Instructor /
Eui-Chul Jung (Korea)
Facilitator /
Gerome Lee (Taiwan)
Team members /
JYu-Syuan Huang (Taiwan)
Wei-Ting Wu (Taiwan)
Bing-Hsun Wu (Taiwan)
Sander Bogers (Netherlands)
Liow Wei Ting (Singapore)

2. Final Projects 8786 Asian Smart Living International School Report. 2014 8786
2) to protect the sustainable development of the natural environment;
3) to fill in gaps between urban and rural areas and between older and
younger generations.
Design Target Positioning
To help Mr. Lin to achieve his ideal leisure farm, the team proposed four
core goals.
1) to establish a new brand identity based on the ideals of the
Congman Lixiang Farm's owner, in order to match with the leisure farm
transformation;
2) to provide travelers with a unique travelling experience through
innovative farming experience design;
3) to increase travelers' knowledge about environmentally-friendly farming
through the design of educational events;
4) to allow the Congman Lixiang Farm to become a model for
environmentally-sustainable operations and promote the successful
operation model to further help the development of Taiwan's
environmentally-friendly agriculture.
Figure 40 Value propositions for the Congman Lixiang Farm
8
Background Exploration
The Congman Lixiang Farm is a famous organic Sanxing green onion farm
in Taiwan. The founder Mr. Lin Donghai realized that, as he grew older, he
would not be able to continue agricultural production in the future. For
the sake of sustainable management, Mr. Lin hoped that the farm could be
gradually switched from a production-oriented farmland to an education-
oriented and sustainable field. Urbanization has caused the long-existing
material and spiritual gaps between urban and rural areas, as well as the
communication and interaction gaps between older farmers and the
younger generation. The younger generation lacks agricultural knowledge
and rarely has opportunities to go to farms and get educated. The team
discovered three key needs of the Congman Lixiang Farm. They are:
1) to design considerations for leisure farm transformation;

3. Final Projects 8988 Asian Smart Living International School Report. 2014 8988
Design Details
After the Discover stage, the design team made an inventory of all of
the Congman Lixiang Farm's resources, including its famous brand,
cooking techniques, cuisine creation, farmer association communities,
and seed funds. In addition, to realize the the Congman Lixiang Farm’s
transformation into a leisure farm, protect the sustainable development
of the natural environment, and fill in the communication gaps between
urban and rural areas and older and younger generations, the design team
developed a three-stage design implementation proposal. The first stage
was designing innovative and unique experience activities, to bring rich
farming experiences to target customers. Doing this creates more revenue
to support farmland operations. In the second stage, experience planning
corresponds to Mr. Lin’s Green House construction plan. Utilizing the
Green House, the experience design can be more educational; knowledge
can be spread, allowing the younger generation to have a deeper
understanding of environmentally-friendly agriculture. By the third stage,
the transformation is completed successfully. More focus will be placed
on three main value propositions: innovation, education, and sustainable
ecology. The Congman Lixiang Farm can become the model for emerging
farms and keeps promoting the concepts of environmental sustainability,
to further help the long-term development of Taiwan's agriculture.
Figure 42 A concept framework for service experience at Congman Lixiang Farm
Figure 41 The logo design for the Congman Lixiang Farm
The leisure farm experience itinerary design is as follows. First, customers
obtain information from multiple channels, such as the online store or
marketing activities. It not only creates brand awareness, but also continues
to provide services to loyal customers (Figure 43). Later, when customers
decide to go to the farm, they can get information and receive education
at the "Information Center" to learn knowledge related to organic farming
and agricultural cultivation. Then, customers can go to "Organic Land"
to have personal contact with nature and experience organic farming
methods with observational and experiential activities (Figure 44). Finally,
customers can see all the stages of green onion cultivation, including
planting, fertilizing, harvesting, trimming, and washing, at the Green House
farming experience area. Later customers can choose to continue with
onions from the former customer and continue planting at the next stage

4. Final Projects 9190 Asian Smart Living International School Report. 2014 9190
(Figure 45). Beyond that, customers can pick the produce they like from
the Green House and cook it in the open kitchen (Figure 46). After the
customers experience the services provided by the Congman Lixiang Farm,
they can have a complete experience of the "From Farm to Fork" process.
When the service itinerary is over, customers shall receive the Congman
Lixiang Farm's signature Sanxing green onion that serve as a reminder
of their farming experience, allowing them to carry the sensation from
farming experiences back home to share with more people.
Figure 43 The touch point design before the physical service
Figure 44 Organic farmland visiting experience
Figure 45 Five stages of green onions plantation at the green house area
Figure 46 The layout of From Farm to Fork green house
Figure 47 The map of the Congman Lixiang Leisure Farm experience itinerary