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What is foodtree? The four word explanation.

I emailed the designer of our awesome new logo to see if she could hook up a business card design.

Appropriately, she asked about the timeline (we’re a startup, yesterday would be great) and whether we wanted a standard, nice business card or something more outstanding, something she would have to concept and design.

Knowing that concept and design was my answer I sought out a bit of explanation. My message:

I’m doing this crazy thing this year where I only eat and drink things that I know the origin of…and I can’t stop thinking about social science research into happiness and the importance of connection. Humans as social beings. And the connection between the pleasures of the table, i.e. food and further linkages to origins and context. The best and most memorable meals for me have always been the ones that were fully shared. Not only sharing around a table, but shared knowledge and understanding. Remember the fish you caught or the wine you sipped with the winemaker or the potatoes from your grandfather’s garden? Those things made you happy. Those foods tasted better because you knew something about their origins.

The discussion of happiness and social connection/ relationships also makes me think about the genealogy references with foodtree.

I don’t have a succinct way of communicating this yet, but I can’t get Bobby McFerrin out of my head and I’m thinking of the problems with food safety and the importance of transparency to trust and I end up at “foodtree. don’t worry, eat happy.”

So, um, yes, please. Concept and design a nice business card.

What do you think? Does “don’t worry, eat happy” resonate with you? Either way, you should watch this video. I hadn’t seen it before and it’s awesome.


Bobby McFerrin – Don’t Worry Be Happy
Uploaded by jpdc11. – Explore more music videos.

3 Comments Post a comment
  1. Brian Plain #

    I like it. I also like, “foodtree, feel your food” or “foodtree, know your food”.

    January 19, 2010
  2. Taina #

    Love the project! I guess the Reef dinner was both a blessing and a curse for you ;) As for the business card thing, I have the same dilemma. I was thinking of crunching the message down to one or two sentences…How do you capture a world full of plastic in that small a space, let people know how amazing it is to break free from complacency, and thank them for their interest (and patience in some cases)?? Looking forward to what you come up with.

    January 25, 2010
  3. Anthony Nicalo #

    Thanks, Taina. Yes, it was our fateful dinner at the Reef where I finally decided to eat provenance this year. I think you could use a provocative photo of all the plastic in the ocean to good effect on your biz card.Too bad I can’t go to the Reef anymore…

    January 25, 2010

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