FARM FOOD FAMILY
FOOD DESIGN EVENT FARM FOOD FAMILY BY KATJA GRUIJTERS CONSISTS OF NINE REGIONAL PRODUCTS THAT TOGETHER FORM THE IDENTITY OF THE ACHTERHOEK. WE CREATED THE GRAPHIC CAMPAIGN FOR THIS EVENT.
The Achterhoek region has specific flora, fauna, landscapes, crops, products, and is the home of passionate farmers, growers and producers. Progressive developments for issues concerning sustainability, chain formation, circularity and waste are in full swing. All the more reason to involve everyone in the agro and food sector in this region.
Food designer Katja Gruijters delved into the history of regional products in the Achterhoek at the request of the Cultuur en Erfgoedpact Achterhoek (Culture and Heritage Pact Achterhoek). In this pact, nine municipalities work together on the identity and vitality of the region. These are Aalten, Berkelland, Bronckhorst, Doesburg, Doetinchem, Montferland, Oost Gelre, Oude IJsselstreek and Winterswijk.
The connecting theme is 'family'. This refers to 'naoberschap' (neighbourliness): the charming Achterhoek system that still encourages people to look after each other. Katja Gruijters traced families of ingredients and crops. She paired each family with a municipality on the basis of historical, substantive or agro-technical grounds. This is how the project came about, which in the 2019/2020 season placed Achterhoek's ingredients and products in the spotlight and brought together young people, the elderly, residents, visitors, consumers, producers, pupils, students and specialists through events and workshops.
Interview in newspaper de Volkskrant about Farm Food Family with food designer Katja Gruijters