ABOUT

RSA Brief: Campaign against food wastage

Freshly Freshly Picked is a system and campaign that was created from an RSA brief called Waste Not, Want Not. Our system re-appropriates the use of fruit and vegetable waste to benefit humanity. As well as creating a new system for the use of food waste, it also creates awareness of the issue.

The campaign promotional material includes posters, bags and T-shirts that have been created with these natural dyes to emphasis the potential that can be created from fruit and vegetable waste. Our campaign is a celebration of the beauty of fruit and vegetables, in their health benefits and in their natural colours. The bag on display is printed with red cabbage. The beauty of natural dying is that the colours that are produced are very dependant, this makes each naturally dyed product bespoke.

We can’t change people’s habits, but re-appropriating the waste to make something beautiful is the way our campaign is helping to make a difference. We are giving the fruit and vegetables a chance to have a purpose by extracting their colours to create natural dyes.