2. The Brainstorm
Currently value
of bread in
the west is very
low
(a lot is thrown
away).
Bread
Increase the value of
bread by replacing
the Big Mac-index by
the Bread-index
History of bread (wikipedia)
Use old bread as bio full (German War and peace because of food, mainly
bakery is using it to cut baking costs) bread.
Food for the poor
Website to reuse old bread Social aspects of bread
3. Framing and Reframing
• Meaning of bread through history is very high.
• Current value of bread in the west is very low (a lot is
thrown away).
• Increase the value of bread by replacing the Big Mac-
index by the Bread-index.
• Don’t look at the value of a loaf of bread, but as
bread in the world.
• The west moving away from eating bread due to
sugars, pre-processed food.
• The west becomes too fat.
4. The solution
Build a alternative for the Big Mac-index: the Bread-index.
This will rise awareness regarding the healthy components
of bread.
5. Start building
• Build a website.
• Execute the viral marketing.
• Get the data (value of bread, people’s
health).
• Get attention in the world.
• Replace the Big Mac-index by the Bread-
index.
The value of bread has
increased!
23. The team decided to reframe again, and
temporarily split up…
They worked on both ideas
simultaneously…
After all, they decided to submit the
assignment with the two proposals
together…
24.
25.
26. In the end they had lunch
together and lived happily
ever after!
27. Result nr 1
HEALTH APPROACH
The Bread Index is meant as a social
experiment with a touch of humor. It is
inspired by the Big Mac-index (by the
Economist).
We ask you to submit the price for a loaf of
bread or comparable bread product in your
place. The results are shown below, indexed
to the USA, the number one Big Mac country
in the world.
With this experiment we want to create
awareness and arouse discussion for health in
relation to the food we eat. Although we
realize the healthiness of bread can be
discussed, it is definitely a better alternative
than the Big Mac.
Submit your contribution, spread the news
and comment on Twitter!
28. Sub team 2 on Framing and
Reframing
Challenge
Look at bread in a new way. Create as
much ‘value’ as possible starting with
one loaf of bread.
Any type of bread can be used and value
can be measured in any possible way.
29. Framing and Reframing
When we (sub team 2) brainstormed about the value of
bread, we immediately thought about the history of bread,
its Biblical meaning, social aspects and (world) peace.
After WWII there was a Dutch saying: “Bread, peace and
freedom.” So, we came up with the idea of using bread as a
social connector: breaking bread together as a symbol of
peace. Because bread can break the silence or the tension.
30. Share bread
That’s why we want to challenge people all over the world
to think about what they have, and to share it with the
people around them. A small investment can lead to
invaluable social connections, which cannot be expressed in
money.
Small investment, BIG IMPACT!
31. Therefore…
….we want to start and maintain a sourdough starter.
Because a good sourdough starter can be a means to cause a
chain reaction:
“The more you give and share, the more you receive.”
By sharing and completing this dough, it can exist forever and
ever. Simply by multiplying and distributing it.
32. Sourdough starter
- The mythology of sourdough is that you are capturing
yeast from the air.
- A sourdough starter is, of course, at the heart of
sourdough baking. Remember, the bread is the goal; the
starter is just the way there!
33. There are four guidelines you have to keep in mind!
1. All kinds of different sourdough recipes can be found in
books or on the internet. Just see for yourself which one
you like and start making your own sourdough.
2. Sourdough starter at room temperature must be fed no
less than twice a day. If you feed it less than twice a day, it
will lose vitality and eventually become useless and die.
3. Each feeding of the starter should be enough to double
its size.
4. Each feeding should be equal amounts of water and flour,
by weight. You can use about 1 part of water to 2 parts of
flour by volume as an approximation.
34.
35. Example of a sourdough starter recipe
Combine 2 cups of flour, 1 cup of water and 1 package of bread
yeast in a large bowl. Cover the bowl with a clean dishcloth or
paper towels and let it sit in a warm place for 2 or 3 days. Stir the
starter daily. Within 12 hours, the mixture should start to bubble
on the surface. This means the starter is working. Let the starter
continue to work until it has a nice sour, yeasty smell. Store the
starter in a glass or ceramic jar in the refrigerator until you need
it. Feed your starter any time you deplete it: Add in 1 cup of flour
and 1/2 cup of water for every cup of starter you use in a recipe.
36. Starting a starter
Sourdough is a natural fermenting dough that needs to be
adjusted during a period of time.
To make the process more personal and to give personality
to the dough, it’s important to give a name to the dough!
Every time you adjust the dough, make a wish. It makes you
reflect your friendships and other relationships.
37. Maintaining a starter
Once a starter is reliable, the next question is how to
maintain it.
The first thing to remember is that a starter is a living
thing. It needs to be fed and cared for regularly.
A starter at room temperature needs to be fed no less
than twice a day, and with each feeding half of the starter
is discarded and the remaining portion fed its weight in
food.
38. Storing a starter
The starter should be at least 30 days old, having been fed
twice a day the entire time. Next, the starter should be able
to double its size between feedings. If it's not healthy, it's
not a good idea to refrigerate it. And finally, the best time
to refrigerate the starter is when it is freshly fed. So, feed
your starter until it will double in size between feedings,
feed it one more time and then refrigerate it.
39. Using a starter
You can bake a sourdough pancakes and waffles,
cookies and cakes and basic sourdough bread.
40. But the most important thing to do with your own
sourdough starter is to pass a piece of the dough on
to somebody else. This way you will connect with
another person, maybe even someone you don’t
know. By connecting socially, you can cause a chain
reaction!
And remember:
“The more you give and share, the more you receive.”
41.
42. What to do to make it happen?
We make a viral of this “Peace of Bread”
concept. By spreading the message, it continues
to keep having endless (emotional) value.
Because the starting dough can being shared
endlessly and globally.
