Thorpe’s (2011) criterion three “Claim for Change” (Thorpe, 2011, p.11) is shown in Food Connect’s (Inkahoots, n.d.) project by advocating the need to support local farmers and their produce, via prints upon vehicles, pamphlets and posters.
Food Connect (Inkahoots n.d.) disrupts the perception or the public opinion of what real local and organic Australian produce looks like. This corresponds with Thorpe’s (2011) criterion one “Disruption” (Thorpe, 2011, p.9). Many supermarkets have misguided society into believing that big, bright and perfectly shaped produce is the best produce, this misconception is the root of the problem for local farmers.
Thorpe’s (2011) criterion two “Framing a Problem” (Thorpe, 2011, p.10) is highlighted in Food Connect’s (Inkahoots, n.d.) project, where they have identified the problem local farmers are facing and structured it into a easily digestible concept to raise awareness. It is difficult for these farmers to connect with locals as all their funds go towards their produce rather than advertising and branding, which is the key factor in connecting consumers to suppliers.
Inkahoots. n.d. Food Connect. retrieved 22/07/15 from http://inkahoots.com.au/projects/food-connect/~details
Food Connect. (n.d.) Food Connect poster [image]. Retrieved 24/07/15 from http://inkahoots.com.au/projects/food-connect/~i-200