The case study of a big coffee roasting company in the Turin Metropolitan Area on the lens of systemic design

1. SUSTAINABILITY
PARADOX
Cofix case study
RSD10 Conference - 67 | 5th November 2021
Short paper | Design of food systems: a case study
Chiara Campolmi, Domenico Devanna,
Mariaserena Di Giovanni, Daniel Jaramillo Rueda,
Tommaso Muzi, Alisia Pellegrini.
RSD10 Conference - 67 Playing With Tensions: Cofix Case Study ©
E M B R A C I N G C O M P L E X I T Y

2. The team
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Chiara
Campolmi
Domenico
Devanna
Mariaserena
Di Giovanni
Daniel
Jaramillo Rueda
Tommaso
Muzi
Alisia
Pellegrini
Playing With Tensions: Cofix Case Study ©

3. THE MAIN ACTOR C O F I X
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“We are in the search of more
sustainable and innovative practices.”
If they have done so
much in terms of
sustainability what
else is left to do?
Playing With Tensions: Cofix Case Study ©

4. Main Elements
of Research
C O F I X
T U R I N
RSD10 Conference - 67 Playing With Tensions: Cofix Case Study ©

5. Interwoven
Realities
C O F I X
T U R I N
G E O G .
D E M O G .
E C O N O M Y
H I S T O R Y
C U L T U R E
P R O C .
E C O N.
H I S T .
T E C H.
Complex reality
RSD10 Conference - 67 Playing With Tensions: Cofix Case Study ©

6. RSD10 Conference - 67
C O F I X
T U R I N
G E O G .
D E M O G .
E C O N O M Y
H I S T O R Y
C U L T U R E
P R O C .
E C O N.
H I S T .
P R O C .
Complex reality
Complex system
Through the lens of
Systemic Design
SD is a mindset
Tools and processes for
understanding complexity, giving
strategies for sustainable impact.
SD is able to gain
clarity of the system.
Playing With Tensions: Cofix Case Study ©

7. RSD10 Conference - 67
Reveals leverage points which
take us to opportunities for
networking, hence clarifying
strategic paths that open the
doors for hypothesis of action
and adaptation for the system.
Playing With Tensions: Cofix Case Study ©

8. Systemic
methodology
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S Y S T E M I C P R O J E C T
D A T A V I S U A L I Z A T I O N
Analysis of the territory and of the
company, with the aim of gathering
data (social, economical and cultural).
Identification of the main criticalities of the
current scenario and definition of new
opportunities to develop a systemic
strategy.
A systematic visual representation of all
the main data collected, aimed at
creating clusters of information and
connections.
Definition of two main branches of a
unique system, in order to transform
coffee waste into a resource.
C H A L L E N G E S + O P P O R T U N I T I E S
D A T A C O L L E C T I O N
C H A L L E N G E S + O P P O R T U N I T I E S
D A T A C O L L E C T I O N D A T A V I S U A L I Z A T I O N S Y S T E M I C P R O J E C T
Leverage points Opportunities for
networking
Hypothesis for action
and adaptation
Emerging
tension
Playing With Tensions: Cofix Case Study ©

9. RSD10 Conference - 67
S U S T A I N A B I L I T Y
IS NOT
A UNIQUE CONCEPT
Playing With Tensions: Cofix Case Study ©

10. RSD10 Conference - 67
Put in stand-by initial
suggestions and took a
panoramic view of the territory
and the company.
Have a clear and visual
representation of the different
tangible and intangible assets.
Prioritize criticalities present
within the relation between the
territory and Cofix.
Predetermined suggestions
limit the holistic vision.
How we addressed it:
0 1. B R E A K I N G P O I N T
Playing With Tensions: Cofix Case Study ©
Tension with leverage points

11. RSD10 Conference - 67
Identification of case
studies that have
addressed these
criticalities in various ways.
Identification of key local
sectors with opportunities
and need for innovation.
Mapping of potential for
larger impact on people
and local realities.
Long-term innovation
traspasses technology.
How we addressed it:
0 2. B R E A K I N G P O I N T
Playing With Tensions: Cofix Case Study ©
Tension with opportunities for network

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Networking of complementary
assets in the territory guided
by SD 5 principles.
Proposal of a win-win
situation, creating a
network of mutual favors.
Economical assumptions
require mediation in real life.
How we addressed it:
0 2. B R E A K I N G P O I N T
Playing With Tensions: Cofix Case Study ©
Tension with hypothesis for action
Generation of specific
economic actions, in a
short, medium and long term.

13. RSD10 Conference - 67 Playing With Tensions: Cofix Case Study ©
What comes out with
this tensions?

14. S D
Role of the
systemic designer
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Hidden relationships in the
territory
Connections between actors,
people and assets
Strategies for balancing the
economic oriented view and the
sustainability oriented one
N E E D S
K N O W L E D G E
Actors
Disciplines
Playing With Tensions: Cofix Case Study ©

15. Sum up
C O F I X
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T U R I N
Benefits for:
Local people | Environment | New networks |
Retribution | CSR | Communication
Playing With Tensions: Cofix Case Study ©
SD

16. Sum up
C O F I X
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T U R I N
A Shared and Accessible
System of Communication
To narrow the gap between different
sustainability visions in an SD project.
Playing With Tensions: Cofix Case Study ©
SD

17. RSD10 Conference - 67 Playing With Tensions: Cofix Case Study ©
RSD10 | P L A Y I N G W I T H T E N S I O N S
Embracing complexity: Sustainability paradox
Thanks for your attention