FRUIT takes up the challenge of elevating the ecological knowledge of consumers and encouraging a way of life that is friendly to the environment. We want consumers to be conscious of the entire life of a product, from production to utilization, and not just what they see in the stores. Consumers must be aware that every phase of a product's life influences the environment and ourselves.
Free Soil has produced a run of FRUIT wrappers, a website, and a traveling installation as part of an initiative to inform people about alternative food systems and local food movements. The wrappers are disseminated throughout the food chain by piggybacking on oranges. Information will be carried through the food system and into the hands of consumers. The wrapper holds information on a variety of aspects concerning food movements, transport and urban farming. Get your daily dose!
The project intersects with recent public debate in Copenhagen about air pollution in the city. In collaboration with Senior Scientist Jørgen Brandt from The National Environmental Research Institute in Denmark a first prototype is developed for making an indicator that can be placed in the city and display local levels of pollution as well as pollution forecasts on individual streets. The project holds an open source script for displaying data from the Internet in a variety of forms.