1. ECO-bread
A proposal with the intention to create a win-all outcome for
consumers, suppliers and the endangered natural environment.
Nutrition Energy Availability,
& health distribution
& logistics
Ethnic
influence
Price
Taste
Quality Looks &
of life presentation
Environmental
impact
National / regional preferences
Dependence on standard of living
Education / awareness related
Logistic and environmental issues
wjs_Stanford_Creativity 2012

2. Concept assumptions, objectives, prerequisites:
• Approximately 20% of baked goods are wasted in industrialized
nations because the volume produced does not match the ever
fluctuating demand.
• According to reasonable estimates 30 million of the world’s
hungry could be lifted out of their fate if the waste of baked
goods is reduced substantially.
• The proposal “ECO-bread”, single loaf or millions, aims to assure
freshness, quality and timely availability of breads. At the same time
it is intended to reduce the environmental impact of unnecessarily
grown grain and discarded breads. At least elements of the
concept should be applicable to all regions of the world.
• The success of the concept requires an effective awareness
campaign about credible benefits for all:
• Bakeries and grocery stores will garner additional
margins by a JOT system. It is based on prepaid orders
with specific delivery dates and even time, requested by
consumers.
• Consumers will receive fresh (higher quality) baked
goods with a “made to order” advantage. Products will
be free of preservatives and additives that retain the
desired appearance longer. It should also be considered
to discount the preorders by part of the newly gained
profits by the suppliers.
• The world will benefit by a reduction of environmental
burdens from the substantially reduced waste and a
better match of grain yield and actual demand.
The project should be field tested in several locations. An exit
strategy would seem to be free of monetary and credibility risks.
wjs_Stanford_Creativity 2012