Whole Foods Deli Container. Retrieved from http://assets.inhabitat.com/wp-content/blogs.dir/1/files/2010/08/GreenPackagingWFDeli.jpg
Braggart, McDonough & Bollinger (2007) believe humanity should be giving back to the eco-system as much as it gives back to us; it provides energy and food for us, so why can we not do the same? Sustainability is just the tip of the iceberg, it is okay, but it is not the best approach. Braggart, McDonough & Bollinger (2007) argue that instead of using less energy, we should design buildings that produce energy and instead of reducing waste, we should design to eliminate the concept of waste. Up-cycle waste is far better than recyclable waste (Braggart, McDonough & Bollinger, 2007).
Braggart, McDonough & Bollinger (2007) state that “being less bad isn’t being good” (2007, p.79) and this is why they have formulated a list of steps which can be followed to achieve eco-effectiveness. A design which follows at least two of these steps is the Deli Containers designed by Whole Foods (2012). The Deli Containers (2012) are a clamshell-styled container which has been designed to hold greasy, watery and oily foods. The containers are made from “annually renewable bulrush and a blend of other plant fibres” (Whole Foods Market, 2012). They are also harvested from the wild, making them “compostable in 90 days” (Whole Foods Market, 2012).
Whole Foods have clearly followed step one in Braggart, McDonough & Bollinger, (2007) list for eco-effectiveness, because their product is “free of” (Braggart, McDonough & Bollinger, 2007) x-substances, which have dangerous and harmful impacts on all life on Earth. This then follows on to show how Whole Foods (2012) has thought very long and hard about the materials they have used to design the Deli containers and have distinctly shown that they have considered the effect each material has upon biological metabolisms.
The aspect I enjoy most about the design is how it has followed step 5 (Braggart, McDonough & Bollinger, 2007). There is a “reinvention of the relationship of the product with the customer,” (Braggart, McDonough & Bollinger, 2007) where the customer is not paying for ownership of the materials the product consists of, but for the service it provides and I believe this is a very clever approach.
Braungart, M., McDonough, W. & Bollinger, A. (2007). Cradle-to-cradle design: creating healthy emissions e a strategy for eco-effective product and system design. Journal of Cleaner Production. Retrieved from http://www.sciencedirect.com.ezproxy.lib.swin.edu.au/science/article/pii/S0959652606002587?np=y