#ai #food-choices #hidden-information #augmented-reality #engaged-consumers
Have you ever pondered the journey of the food on your plate? Most consumers have limited knowledge about the sustainability of agricultural practices, animal welfare considerations, or the environmental impact of their supermarket purchases. Yet, our choices at the checkout counter wield significant power: we can either perpetuate failures in our food system or become agents of change.
Welcome to the world of WTFood, an innovative project by artist Bernat Cuni as part of the S+T+ARTS Hungry EcoCities initiative. This ingenious application aims to transform how consumers interact with their food choices and, by extension, the global food system itself.
At first glance, WTFood might seem like just another augmented reality gimmick. Point your phone at an apple or a carrot, and watch as the image morphs into a glitchy, distorted version of itself. But this digital sleight of hand is far more than mere entertainment. It’s a powerful tool for unmasking the often-invisible complexities and failures of our food systems and giving a portal to explore different perspectives and actors.
In an era where we can track a parcel’s journey from warehouse to doorstep with pinpoint accuracy, it’s ironic that the provenance and impact of our daily fruit consumption remain shrouded in mystery. The average shopper is largely oblivious to the myriad issues lurking behind each product label. Questions of sustainability, animal welfare, environmental impact, and labor practices are often lost in a sea of attractive packaging and clever marketing. This knowledge gap isn’t just a matter of consumer curiosity—it represents a significant barrier to addressing pressing issues in global food production and distribution. As the saying goes, you can’t fix what you can’t see.
WTFood bridges this gap by leveraging smartphone and AI technology. By transforming mundane grocery items, starting with fruits and vegetables, into glitchy digital metaphors, it provides a visceral representation of the “glitches” in our food system—a term Cuni uses to encompass everything from unsustainable farming practices to unfair labor conditions. But WTFood goes beyond mere exposure. Within 30 seconds of scanning a product, users are presented with a short video clip, explanatory text, and—crucially—links to local initiatives addressing the specific issues associated with that food item.
This feature transforms the app from an educational tool into a catalyst for direct action, leveraging the need to convert fleeting moments of consumer curiosity into tangible engagement with food system issues.
A shopper wondering about their avocado’s origins might find themselves connected to a local fair trade initiative or a campaign for better conditions for plantation workers. This hyper-local approach to a global problem is particularly noteworthy. By connecting consumers directly with nearby organizations, WTFood sidesteps the paralysis that often accompanies awareness of large-scale issues, offering immediate, actionable steps individuals can take to get informed or effect change in their local food systems.
WTFood is a prototype in how consumers can become more aware of the hidden costs and consequences of their food choices. The assumption is that demand for more sustainable and ethical products is likely to increase, potentially driving significant changes in farming practices, supply chain management, and food processing. Moreover, by making the invisible visible, WTFood has the potential to reshape the relationship between consumers and producers. The current model, where vast distances—both geographical and informational—separate those who grow food from those who eat it, could give way to a more connected, transparent system.
Despite its promise, WTFood faces challenges. The accuracy and comprehensiveness of its information will be crucial to its success and credibility. There’s also the risk of information overload in an already choice-heavy shopping experience.
Regardless, WTFood represents a compelling new approach to tackling food system issues. By harnessing technology to make abstract problems concrete and immediate, it offers a route for turning passive consumers into informed, engaged citizens of the food system. The next time you reach for that apple in the supermarket, remember: your smartphone might just be the most powerful tool in your shopping basket.
PROJECT: WTFOOD, Hungry EcoCities
