The Winner of the Future Food Design Awards

The Winner of the Future Food Design Awards

With a clear design backed up by thorough research, Adelaide Tam is the winner of this year’s Future Food Design Awards. Her project 0.9 Grams of Brass takes the only piece that is left over from the slaughter of a cow, the cartridge of the stun gun, and turns it into a mundane object, a paperclip. This paperclip costs exactly the same as the cartridge and leaves us wandering, what is the value of life within the meat industry? With her design she won the audience award, as well as the jury prize.

 

The value of our food

The meat industry in the Netherlands is well hidden behind doors. From one moment to the other, a cuddly animal ends on our plate as meat product. This dichotomy is what interests Adelaide Tam. With her project 0.9 Grams of Brass she aims to make the consumer aware of the value of our food and the life of an animal. By winning the awards, Tam wants to bring the 0.9 Grams of Brass vending machine into a real context and let more people experience the purchasing of the brass paperclip.

From the three finalists: Adelaide Tam, Alexandra Genis and Kuang-Yi Ku, the jury selected Adelaide Tam, as they were impressed by the quality of her design. The jury believes that the design successfully challenges the value of animals and the transparency of the meat industry from a social point of view.

©JoëlHunn, Adelaide Tam

"0.9 Grams of Brass tells a complicated story through a seemingly banal, everyday object."

Jurymember Clemens Driesen about the choice for Tam’s design:

“0.9 Grams of Brass tells a complicated story through a seemingly banal, everyday object. This brass paperclip looks subtly different from the average metal one. After buying one for 5 cents, you are left with the question what to do with it: give it a special place, use it as a paperclip, put it in a bottom drawer out of sight and forget it, throw it out, let it somehow linger in your subconscious? The paperclip seems ambiguous on whether it aims to critique or ritualize and remember the taking of the life of a cow.”

About Adelaide Lala Tam

Food designer Adelaide Lala Tam originates from Hong Kong and graduated cum laude from the Design Academy Eindhoven in 2018. She did internships in Indonesia and Japan and followed the International Summer School of Design. Adelaide is curious about the role of the designer as a mediator between food and design. She has a fascination with modern cattle husbandry and its relationship to the consumer. Her most current projects, 0.9 Grams of Brass and The Ultimate Cow are a reaction to the meat industry and consumption.

About the Future Food Design Awards

This competition aims to shine a spotlight on designs that challenge food-related topics, ranging from gastronomic culture, to our food chain. Our treatment of land, freshwater reserves, the impact of agriculture on our climate and the use of scarce resources are food security concerns shared around the globe. Migration, technology, eating habits, and the way food is consumed in contemporary households could also be among the themes thus addressed. This international incentive award puts innovative and disruptive designs for a sustainable food future in the spotlight.

The Future Food Design Awards 2018 will be conferred as part of the Dutch Design Week. The award is a joint initiative by Agri meets Design and The Dutch Institute of Food&Design. A total of 50 projects from 30 different countries were nominated for this second edition.