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UNLOCKING BARRIERS
TO SUSTAINABLE
FOOD PROCUREMENT
IN FINLAND:
A CASE STUDY
Andrea Cuesta
Hel辿n Marton
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
photo: (cc by-sa 2.0) Sami Kein辰nen
World with Countries by FreeVectorMaps.com
FINLAND
World with Countries by FreeVectorMaps.com
AGRICULTURAL
SECTOR RESPONSIBLE
FOR 20% OF
CARBON EMISSIONS
TRANSPORTPRODUCTION RETAIL WASTECONSUMERINPUTS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
INPUTS PRODUCTION
Fossil fuel
dependance
Subsidy
dependance
Unprofitability
Declining soil
quality
Unstable weather
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
RETAIL
Hyper-
centralization
Unstable
global markets
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
CONSUMER
Low fruit and
vegetable
consumption
Rising obesity
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
WASTE
Food
loss
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TRANSPORTPRODUCTION RETAIL WASTECONSUMERINPUTS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
DESIGN
THIS WAY
photo: (cc by 2.0) fl旦schen
photo:(ccby-sa2.0)CreativeSustainability
14 WEEKS
2 BRIEFS
FINNISH MINISTRIES
4 TEAMS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Commisioned by:
Ministry of Agriculture
and Forestry
Ministry of Environment
THE BRIEF
A Model for
Regional
Sustainable
Circular Food
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
FOCUS ON:
TOWN OF
FORSSA
CIRCULAR
ECONOMY
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Elli
Rustholkarhu
Anna-Mia
Myllykangas
Lindsay
Simmonds
Andrea
Cuesta
Hel辿n
Marton
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
OUR
TEAM
PRESENTATION STRUCTURE
1. Methodology
2. Methods highlight
3. Final proposal
4. Reflection
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
OUR FOCUS
EMPHATHIC
DESIGN
BEHAVIOURAL
INSIGHTS
SYSTEMS
THINKING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
EMPHATHIC
DESIGN
BEHAVIOURAL
INSIGHTS
SYSTEMS
THINKING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
EMPHATHIC
DESIGN
BEHAVIOURAL
INSIGHTS
SYSTEMS
THINKING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
EMPHATHIC
DESIGN
BEHAVIOURAL
INSIGHTS
SYSTEMS
THINKING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
EMPHATHIC
DESIGN
BEHAVIOURAL
INSIGHTS
SYSTEMS
THINKING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
SYSTEMS
THINKING
EMPHATHIC
DESIGN
BEHAVIOURAL
INSIGHTS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
STAKEHOLDER
MAPPING GAME
ATLAS
GAME
SYSTEMIGRAMS
SSM
EAST CARDS
BRAINSTORMING
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
AFFINITY
DIAGRAM
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
STAKEHOLDER
MAPPING GAME
ATLAS
GAME
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
DESIGN
GAMES
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
DESIGN
GAMES
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
FIELD
TRIP
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
FIELD
TRIP
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
DESKTOP
RESEARCH
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
AFFINITY
DIAGRAM
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
SYSTEMIGRAMS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
SSM
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
SSM  RICH
PICTURE
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
PARTICIPATORY
MAPPING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TIME (WEEKS) 21 3 4 5 6 7 8 9 10 11 12 13 14
EAST CARDS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Make it
social
Make it
easy
SOCIAL
EASY
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
PROCUREMENT
AGENCY
PROCURER
EDUCATION
BOARD
HUMPILLA
JOKOINEN
TAMMELA
YPJ
SOMERO
OTHER
MUNICIPALITYOTHER
MUNICIPALITY
OTHER
MUNICIPALITY
WHOLE-
SALER
VALIO
NATIONAL
PRODUCE
IMPORTED
PRODUCE
HOSPITALSNURSERY
SERVICE
KITCHENS
IN
UPPER
SECONDARY
SCHOOL
PRIMARY
SCHOOL
HEALTH
CENTRE
ELDERLY
HOME
CITIZEN
CARROT
FARM
POTATO
FARM
FORSSA
FARMER
MTK PRO
AGRIA
BAKERY
LOCAL
WHOLESALE
AGREEMENT
BUDGET
BUDGET
SPECIFICATIONS
MINISTRY
(MMM)
INGREDIENTS
SPECIFICATIONS
AGREEMENT
AGREEMENT
TENDER
PRODUCE
PRODUCE
PRODUCE
PRODUCE
ORDER
PRODUCE
FEEDBACK
TENDER, ORDER
PRODUCE
PRODUCE
TENDER, ORDER
MEAL
NUTRITIONAL GUIDELINES
FORSSA
FARMER
FORSSA
FARMER
FORSSA
FARMER
MENU
PLANNING
EMERGENCYORDER
ONE-OFFORDER
MEAL
CENTRAL
KITCHEN
MEAL
SERVICES
FORSSA
HOSPITALSNURSERY
SERVICE
KITCHENS
IN
UPPER
SECONDARY
SCHOOL
ELDERLY
HOME
MTK PRO
AGRIA
BAKERY
LOCAL
WHOLESALE
ADMINISTRA-
TION
INFRA-
STRUCTURE
HEALTH
& WELFARE
BOARD
HYKY
FORSSA
REGION
WELLBEING
COOP
SUPPORT
SUPPORT
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
PRIMA
SCHO
HEAL
CENT
CITIZEN
MEAL
PROCUREMENT
AGENCY
PROCURER
EDUCATION
BOARD
HUMPILLA
JOKOINEN
TAMMELA
YPJ
SOMERO
OTHER
MUNICIPALITYOTHER
MUNICIPALITY
OTHER
MUNICIPALITY
WHOLE-
SALER
CARROT
FARM
FORSSA
FARMER
AGREEMENT
BUDGET
BUDGET
SPECIFICATIONS
MINISTRY
(MMM)
INGREDIENTS
SPECIFICATIONS
AGREEMENT
AGREEMENT
TENDER
DUCE
PRODUCE
ORDER
PRODUCE
FEEDBACK
TENDER, ORDER
PRODUCE
PRODUCE
TENDER, ORDER
SUPPORT
SUPPORT
NUTRITIONAL GUIDELINES
FORSSA
FARMER
FORSSA
FARMER
MENU
PLANNING
EMERGENCY
FFORDER
MEAL
CENTRAL
KITCHEN
MEAL
SERVICES
FORSSA
ADMINISTRA-
TION
INFRA-
STRUCTURE
HEALTH
& WELFARE
BOARD
HYKY
FORSSA
REGION
WELLBEING
COOP
POTATO
FARM
FORSSA
FARMER
FORSSA
FARMER
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
CLIENTS
REACH
TEAMS
INTEREST
Why
procurement?
POTENTIAL
IMPACT
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Finding a supplier through the
process of tendering
BUT WHAT IS
PUBLIC
PROCUREMENT?
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Finding a supplier through the
process of tendering
Tendering is a process of open,
fair competition
BUT WHAT IS
PUBLIC
PROCUREMENT?
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Moikka! I am the
Procurer in Forssa.
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
The Municipality is
not telling me what they
value and expect.
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
I get to make important
decisions here about what
is on the menu.
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
But I dont get to
select 95% of suppliers
of the food.
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
I only tender ~4%
and I dont feel good
about getting
the local produce.
It feels wrong.
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Most of my day-to-day
work consists of placing
orders to suppliers.
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Onto the
next menu...
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
95% ~4%
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
SMALL & MEDIUM
FARMERS UNABLE TO
PARTICIPATE
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
SMALL & MEDIUM
FARMERS UNABLE TO
PARTICIPATE
PROCURERS JOB
REDUCED TO
PLACING ORDERS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
SMALL & MEDIUM
FARMERS UNABLE TO
PARTICIPATE
PROCURERS JOB
REDUCED TO
PLACING ORDERS
MUNICIPALITY LOSES
OUT ON LONG
TERM BENEFITS
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
PROCUREMENT
AGENCY
PROCURER
E-
R
CARROT
FARM
POTATO
FARM
FORSSA
FARMER
FORSSA
FARMER
FORSSA
FARMER
FORSSA
FARMER
CENTRAL
KITCHEN
FORSSA
MUNICIPALITY
SERVICE
KITCHENS
IN
UPPER
SECONDARY
SCHOOL
LDERLY
HOME
MTK PRO
AGRIA
BAKERY
LOCAL
WHOLESALE



 
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
PROPOSAL
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
TA
KICKSTART
ACTION 1
ACTION 2
ACTION 3
EAT LOCAL,
SOURCE LOCAL
ACTION PLAN
Strategic Directive
Art of Tendering
Joining Forces
Innovation Lab
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Kickstart  STRATEGIC DIRECTIVE
Forssa city will seek to
increase the local procurement
by 20% percent starting 2017.
20% local
4% local
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Action 1  ART OF TENDERING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
OWNER
EkoCentria
PARTICIPANTS
Procurers
OUTCOME
Skilled procurers
in creative tendering
Action 1  ART OF TENDERING
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
Action 2  JOINING FORCES
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
Action 2  JOINING FORCES
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
BEET
OWNER
MTK
EkoCentria
PARTICIPANTS
ProAgria,
Food producers
Procurers
Kitchen staff
Local distributor
OUTCOME
Connection
Mapping current
possibilities
Identifying gaps
Farmer collaboration
Action 2  JOINING FORCES
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Action 3 
INNOVATION LAB
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
Action 3 
INNOVATION LAB
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
photo: (cc by-sa 2.0) Creative Sustainability
FULL
PROPOSAL
& MORE:
BIT.LY/DFG-17
LIMITATIONS
14 weeks course
New to using the
methods
Language barriers
in interviewing &
desktop research
Clients present only
in key moments
Implementation and
impact not clear
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
SIGNIFICANCE
Bridge between
government & lived
experiences on the
ground
Introducing
design methods into
government
Education & interest
in public sector work
for students
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University
photo: (cc by-sa 2.0) Creative Sustainability
Andrea Cuesta
andrea.cuestaclaros@aalto.fi
Hel辿n Marton
helen.marton@aalto.fi
息 2017 Andrea Cuesta, Hel辿n Marton, Anna-Mia Myllykangas, Ellinoora Rusthokarhu, Lindsay Simmonds and Design for Government course at Aalto University

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