Local agricultural economies face a big challenge. In Japan, transporting vegetables can be costly and time consuming because the produce travels to consumers through centralised distribution networks. Hakuhodo Inc’s solution was to build a new platform that lets vegetables be traded within the place of origin. Bus-sharing service VEGI-BUS was born, integrating eCommerce and SNS. The service directly unites farmers and consumers, boosting local communications and achieving a large reduction in traveling time and costs.
What did the judges have to say?
We’re at an interesting point socially where people are incredibly interested in where their food comes from, so provenance is not about fine wines anymore it’s also about the cucumber that you buy in the corner store.Alex Hulme, Director, Universal Design Studio and Map Project Office
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.