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Made-in-Transit Packaging is Innovative, but is it practical? Time Magazine thought so!

  • Broadcast in Business
Jon Hansen

Jon Hansen

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Most fresh food comes with a “best before” date, but Amsterdam-based Canadian designer Agata Jaworska thinks it should be marked “ready by.” Her concept: packaging in which food can keep growing during shipping to the supermarket so that it arrives ready to be harvested, in a state of optimum freshness. from Made-in-Transit Packaging, TIME’s picks for the top innovations of 2008 must admit that when I first came across the Made-in-Transit concept it was through a video – which by the way is very well done in that it is unique, distinguishable and without a doubt memorable. The premise behind Made-in-Transit is fairly straight forward in that certain perishable goods could be distributed more reliably from a quality standpoint while simultaneously reducing the costs associated with current “preserve” methods of production and distribution. What is also interesting is that the visionary genius behind the concept Agata Jaworska, has demonstrated a rare character trait in that she not only acknowledges detractors of her idea but welcomes their input. More specifically, in a December 7th, 2007 article titled “Made in Transit: The end of the factory?” she openly acknowledges the fact that experts from the world of academia and industry have raised valid questions regarding potential problems such as the impact of vibrations during transport on mushrooms at various stages of growth. I am happy to say that Agata will be joining us today via telephone from Amsterdam to talk about her acclaimed vision and what she foresees in terms of its ultimate implementation.

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