Seed is Power
Eric Cheng
Advisor: Luisa Pereira
"Seed is Power" redefines the retail experience, using the humble tomato to narrate its own story, fostering a connection between consumers and the origins of their food.
Abstract
"Seed is Power: The Voices of Tomatoes" transforms the mundane act of grocery shopping into an immersive journey into the origins and stories of heirloom tomatoes. This innovative retail experience invites customers to not just shop for produce but to engage with the very essence of what they consume. As shoppers reach for a tomato, the rack comes alive with narratives spoken from the perspective of the tomato itself, sharing tales of its heritage, the soil it sprouted from, and the hands that nurtured it. This project seeks to bridge the gap between urban consumers and the agricultural roots of their food, highlighting the importance of seed preservation, biodiversity, and the cultural significance embedded in each seed. Through this interactive experience, "Seed is Power" aims to awaken a sense of curiosity and responsibility towards the choices we make in our diets and to foster a deeper appreciation for the diversity and richness of our agricultural heritage.
Technical Details
The installation incorporates sensor-triggered audio devices embedded within tomato racks in a retail setting. These devices are programmed to play recorded narratives that provide insight into the heirloom tomatoes' origins, the farming practices employed, and the cultural history they carry.
Research/Context
The project is rooted in extensive research into the heritage of heirloom tomatoes and the narratives of the farmers and communities that preserve these varieties. By situating this experience in a retail context, "Seed is Power" directly confronts the disconnection many urban dwellers feel from the sources of their food. The initiative is inspired by the principles of environmental sustainability, the slow food movement, and the critical need to preserve agricultural diversity in the face of industrial farming practices. This interactive shopping experience serves as a platform for education and engagement, encouraging consumers to ponder the impact of their food choices on biodiversity and cultural heritage.