Phase 3a-Reference I: TRH Market Stalls/Edit!
Zelené Trhy (Green Markets)
It has been a growing tradition in the USA and Europe approach Green Markets in cities. They begin to appear in 70’s with 2 main objectives: to promote regional agriculture by providing small family farms the opportunity to sell their locally grown products directly to consumers, and to ensure that people on the city have access to the freshest, most nutritious locally grown food region has to offer.
This unique relationship between farmers and city residents has not only changed the face of regional agriculture; it has revitalized rural communities and urban spaces, improved consumer health, provided fresh and nutritious food, supported immigrant farmers, encouraged crop diversity, educated school children and city residents about the importance of regional agriculture, provided a wholesale opportunity for medium sized farms, inspired new culinary trends, and influenced chefs and eaters in one of the culinary capitals in the world.
The objective of this project TRH Market Stalls is to increase consumption by citizens of local and organic products because they are healthier and improve local economy.
.Location and demography
When dealing with an urban intervention of this nature, we sought approaching cities of a certain size and in which there was already a certain tradition of Green Market.
For this reason, we can find in the following cities of Czech Republic: Praga (1,2 milions Inhab.), Pardubice (90.000 Inhab.), Hradec Králové (94.000 Inhab.). Furthermore, prototypes were placed in the city of Aberdeen (210.000 Inhab.) located in United Kingdom.
As for the economy of the cities, we have:
Aberdeen, who holds the title of Oil Capital of Europe. Industries related to oil gas are the main sources of wealth of the ciy. Traditional fishing and farming industries complete their economy.
Prague is the economic center of the country, besides being its capital. Accumulate the headquarters of most financial institutions and transnational companies in the Czech Republic. It has traditionally been one of the most important cultural centers of Central Europe, both by museums, such as architecture, …Since 1992 the historic town’s is World Heritage. Its beauty and historical heritage make it one of the twenty most visited cities in the world.
Pardubice, it bases its economy on food, mechanical and petrochemical industries. This is one of the oldest cities in the Czech Republic and it is for this reason that the historic center of the city is protected.
Hradec Králové, the city’s economy is based on the food industry, photochemical, and electronics. The sector includes the production of traditional craftsmanship of musical instruments (PETROF, specializing in pianos).
Environment and population groups
The 4 cities where TRH Market Stalls in Green Markets have been developed have in common that are towns with cultural and tourist attractions. Note that economy is based on industrial or handicraft are made that leads to most of the population working in this sector.
Here we have historic center of Pardubice. Square of intervention
Here we have TRH Market Stalls in the Green Tower Square (Pardubice)
Here we have TRH Market Stalls and the little park for kids (left)
Issues and controversies
Despite being a highly educated and industrialized, overweight and obesity have reached epidemic proportions. The phenomenon is related to balanced eating habits and the cost of it can play an even greater role.
In Europe the countries with the highest percentage of obesity are Cyprus and the Czech Republic, although obese people and those who are overweight, Germany ranks first, before adding Britain. In the four countries, between 55 and 60 percent of the adult population (women and men) have a higher than they should according to the Body Mass Index (BMI). At the same time, dramatically increases the number of obese children and youth.
According to the IASO (International Institute of Advanced Studies Osteopathy), the Prevalence of Obesity in Adult Males in European Region are Croatia (31%), Cyprus (27%), Czech Republic (25%), Albania (23%) and England (23%).
According to the IASO, The Prevalence of Obesity in Adult Females in European Region are Albania (36%), Malta (35%), Turkey (29%), Slovakia (28%) and Czech Republic (26%).
Obesity as it relates to certain lifestyles which involve multiple factors such as sedentary lifestyle, diet, … It is precisely at the place where the diet are to Exploit the Green Market.
The ever-increasing mechanization of production systems (mechanization of agriculture and livestock farming), has led to small local farmers have been disappearing and losing economic relevance.
Moreover, the growing habit of the citizen who are increasingly opting to shop at large supermarkets and large shopping areas, leaving aside more and more local businesses.
As the case of tourism, the increasing international competition, has to be provided to the tourist-cultural cities in the Czech Republic a small incentive, the gastronomy based on organic products (thus involving at restaurants).
In this context, the TRH MARKET STALLS project arises.
Why buy local?
10 reasons to Buy Local and Organic Food
Reprinted from With an Ear to the Ground by Vern Grubinger, published by Northeast Region SARE, 2004.
.Local food tastes better. The crops are picked at their peak, and farmstead products like cheese are hand crafted for the best flavor. Food imported from far away is older, has traveled on trucks or planes, and has sat in warehouses before it finally gets to you.
.Local produce is better for you. The shorter the time between the farm and your table, the less likely it is that nutrients will be lost from fresh food.
.Local food preserves genetic diversity. In the modern agricultural system, plant varieties are chosen for their ability to ripen uniformly, withstand harvesting, survive packing and last on the shelf, so there is limited genetic diversity in large-scale production. Smaller local farms, in constrast, often grow many different varieties to provide a long harvest season, in an array of colors and flavors.
.Local food is safe. There’s a unique kind of assurance that comes from looking a farmer in the eye at farmers market or driving by the fields where your food comes from. Local farmers aren`t anonymous and they take their responsibility to the consumer seriously.
.Local food supports local families. Wholesale prices that farmers get for their products are low, often near the cost of production. Local farmers who sell directly to consumers cut out the middleman and get full retail price for their food, which helps farm families stay on the land.
.Local food builds community. When you buy direct from a farmer, you are engaging in a time-honored connection between eater and grower. Knowing the farmer gives you insight into the seasons, the land, and your food. It gives you access to a place where your children and grandchildren can go to learn about nature and agriculture.
.Local food preserves open space. When farmers get paid more for their products by marketing locally, they are less likely to sell their farmland for development. When you buy locally grown food, you are doing something proactive to preserve our agricultural landscape.
.Local food keeps taxes down. According to several studies, farms contribute more in taxes than they require in services, whereas most other kinds of development contribute less in taxes than the cost of the services they require.
.Local food benefits the environment and wildlife. Well-managed farms conserve fertile soil and clean water in our communities. The farm environment is a patchwork of fields, meadows, woods, ponds, and buildings that provide habitat for wildlife.
.Local food is an investment in the future. By supporting local farmers today, you are helping ensure that there will be farms in your community tomorrow.
Greenmarket is good for local farms
.Preserving Farmland. Greenmarket keeps local family farms in business. Over the past 50 years, close to a million acres of local farmland have been buried under cement and asphalt.
.Strengthening Rural Economies. 80% of Greenmarket farmers report they would be out of business if it weren’t for Greenmarket.
Greenmarket is good for city neighborhoods
.Food Security. Nearby farms ensure food access in times of blackouts, fuel shortage, or other crises. Greenmarket works with city agencies to bring healthy eating to neighborhoods that lack fresh foods. Greenmarket participates in the NYS Farmers Market Nutrition Program, providing food to families at nutritional risk.
.Improving Neighborhood Economies. Greenmarket brings money to neighborhood businesses.
.Creating Community & Urban Renewal. Greenmarket raises quality of life, brings neighbors together and revives public spaces. Markets have revitalized neighborhoods citywide.
.Education. Each year thousands of school children and other groups visit Greenmarket to taste fresh food and meet the people who grow it.
Greenmarket is good for our environment
.Sustainability. Greenmarket farmers use sustainable practices. Some are certified organic. All are personally invested in the health of the water, soil, and air quality on the farms where they live and raise families.
.Clean Water. Praga’s water comes from reservoirs northwest of the city where sustainable farms and open space help protect our water supply. More than a dozen Greenmarket farms are in Praga’s Watershed.
.Energy Conservation. Transporting food long distances uses tremendous energy. Fossil fuels contribute to global warming, acid rain and smog. Local foods travel short distances and use dramatically less energy.
.Biodiversity. Greenmarket farmers grow thousands of varieties of fruits and vegetables, including over 100 varieties each of apples and tomatoes. In contrast, industrial agribusiness cultivates high-yield hybrids bred for fast maturation and thick skins to withstand mechanical harvest and transport. Meanwhile heirloom produce and heritage-breed livestock are vanishing from fields and plates, drastically shrinking the gene pool for those foods; the UN Food and Agriculture Organization estimates that more than 75% of agricultural genetic diversity was lost in the 20th century. Small, biodiverse farms preserve our food heritage.
–Architecture studio EDIT! Architects. Studio located in Prague that won the Urban Intervention Award in the year 2013.
– Market Operators Zelené Trhy. They commissioned the design of the study stands to EDIT! Architects.
– Jury and sponsors that collaborate in Senate Department for Urban Development and the Environment.
Urban Intervention Award Berlin, which was presented for the first time in 2010 on a European level by the Senate Department of Urban Development and the Environment Berlin, will be in cooperation with the Deutsche Wohnen AG, be expanded in 2013 to include the new Urban Living Award.
By the middle of this century, more than 65 percent of the world population will be living in cities. This places public authorities, in particular, in the challenging position of simultaneously being the initiator, the stimulator and the promoter of forward-looking inner-city processes.
The goal of the Urban Intervention Award Berlin is to contribute significantly to the improvement of the quality of life in an urban environment. Above all, we wish to recognize the creative development of new urban locations of high architectural quality. In their vital charisma, these projects have an exemplary character for their surroundings, and they were created through innovative and interdisciplinary cooperation between partners from different fields such as culture, architecture, business, initiative groups and social forces, etc.
– Citizens of the different cities in which are held the Green Markets
– Farmers producing organic products sold in the market.
– Traders and their own involvement in the strategies of the Green Market.
DESCRIPTION OF THE STRATEGIES
.One of the main objectives is to implement an attractive and guarantees the Green Markets in the cities of the Czech Republic (Prague, Pardubice and Hradec Králové) and the UK (Aberdeen)
.Another objective is to demonstrate the effectiveness of the design was carried out by the EDIT study! Architects. A goal of EDIT!’s work was to transform the role of the vendor into an advisor who helps with purchasing decisions. This resulted in redesigning the shape of the stalls to be more open and encourage conversation between the seller and consumers. The V-shaped stalls can be arranged in a variety of ways to create clusters with adjacent vendor storage areas.
.Improve current shopping experiences, in other words, improve relationship between the seller and the customer who comes to own stall. Reconfiguration of the typical retailing method transforms the vendor (a person behind a counter) into real assistant, an advisor who helps us to choose the best goods.
Order of events. PHASES
In 2009, the Green Market operators decided to commission the EDIT! Studio to construct few stalls that improved sales and involve more citizens where these prototypes would be implemented.
In 2010 arrived “Prototyping phase”. Here they began to test the first stalls. They took to the streets and they were filled with organic products. Advertising strategy was also used and tested by a series of green fabrics urban storefronts.
In 2012 is when the design of the final prototype is implanted. People come to the places where it is implanted. Therepeople can make purchases of food and also the kids can play in a small park that teach them about how are vegetables, fruits, and farm animals.
It is also when Zelené Trhy Market Operators manage the relationship between the Green Market and restaurants offering menus made with local and organic food. In addition, markets are also advertised with posters.
In 2013, EDIT! Architects decided to present their Project at the contest Urban Intervention Award Berlin and they won. In addition to the compensation received by the studio, the project was advertised on a larger scale by an European organization.
Nowadays, Green Markets continue operating. The relationships created by the events that studio and Market Operators, remain intact. In addition, the involvement of the vendors themselves helped by the design, still works these days. Also, production of the small farmer and rancher that provide Green Markets continues to reach customers.
The product prizes are quite affordable, taking into account that, organic products will be always more expensive than mechanized products. For example, while a standard Kg of potatoes costs (1,024 € – 34 CZK), the Kg of potatoes in Greenmarket is (1,64 € – 45 CZK). This case is far from Spain, where one Kg of standard potatoes costs between (0.40 and 0.60€) and a Kg of organic potatoes cost between (1.60 and 1.80€).
In the Czech Republic we have one rise of 60% between standard and organic product. In Spain, this rise is about 200%. Here we can see negotiations carried out by operators in the Green Market.
Environmental strategies are evident in various steps of the whole project and management:
In the lower oil consumption by transport services. Providing the Green Market with small farmers near cities, production systems are not far from the outlets and therefore oil consumption is small.
The cultivation of organic products preserves a greater amount of microorganisms and keeps a richer ecosystem. Furthermore, the reduced use of fertilizers, pesticides, weed-killer,…keeps in better soil and groundwater which populations are supplied.
In the choice of materials used in TRH Market Stalls are natural (wood). Furthermore, it was also chosen to leave visible material as it is, avoiding as far as possible that expensive finished prototype, so it is consumed less environmental resources. Thus, within the “urban almara” (urban wardrobe) shelf plates are shown as wood conglomerate without finishing layer. Something that has not been able to get outside because they needed to protect the wood from the weather with a primer and finish paint later.
It also highlight the woven network around the Green Market, with the involvement of restaurants offering menus with 100% organic ingredients. A letter may be as follows:
-Green Bistro Restaurant (Bubenska 1 – 3ª planta -354 Menú 14, 12)
.Onion quiche with sage – 45 CZK (1,64 €)
.Rye sándwich with cucumber and greaves – 40 CZK (1,64 €)
.Apple strudel – 20 CZK (0,73 €)
.Lemon Muffins – 20 CZK (0,73 €)
.Fair trade coffee – 30 CZK (1,09 €)
As you can see in the ingredients of the menu itself, are quite affordable for tourists arriving from other places such as the EU.
About children entertainment:
The design of small furniture following the same design that stalls, these small furniture has shelves for children to store toys park there.
Placing a green carpet on the ground that recreates a park space while defining the pitch of children.
Toys are also characterized with the theme of the Green Market. So that, you can find a variety of small animals and vegetables that are similar like reality.
About advertising campaign:
When the “urban almara” is opened, it appears a blackboard that provides an opportunity to all vendors to publish and update when the products appear. This same campaign is also evident in the same shelves for viewing by customers products that stall available.
It was also made posters to advertise the days when the Green Market would remain mounted in the city. The posters contain the following information:
Moreover, in comparsa form, partners traders decided to visit the city of Prague to announce the celebration of TRH Market Stalls in Green Market. They dressed like vegetables and were accompanied by a small Xaranga. Citizens were informed in a playful way of the forthcoming Green Market.
Benefitial relationship: First question is how to create a kind of personal relationship with farmers and their products on the basis of the entire market. It was thought of reconfiguring the typical business model (person behind the counter), had become a friend to help us in real time to choose the best products.
Strategy space organization: The Stalls are positioned differently in the market so that you can use several groups creating different areas of typical and traditional market. This offers an added tourist and urban appeal.
Introducing the TRH Market Stalls in the historic centers of the cities, They bring at cities a fresh air to the customs of the people that live there.
Also, the different spatial arrangements that have been studied by EDIT! Architects must adapt to business strategies and improve the environment of the place where they are located when not in use (closed at night). In this way, they help improve night space, enriching place continuously.
BENEFITS AND SUCCESSES
It has allowed a large number of small farmers to maintain their jobs.
It has created more jobs. Thus, increasing the number of sellers in the Green Market.
They have increased the menus served in restaurants by the fact that many tourists and the inhabitants of the cities come to enjoy eating healthy food served in them.
Due to good design and good management has achieved an excellent urban intervention. That allowed EDIT! Architects win Intervention Award Berlin 2013 with the economic value of 3.000€.
Being Stalls outdoor, power consumption is minimal because activity of the TRH Market Stalls will take advantage of the light energy from the Sun. Only when it is necessary, small refrigerators that are located in the design will use electric energy to work. Nevertheless, their cost will be minimal due to their size.
The fact to promote the consumption of organic food, directly promotes agriculture and livestock. This promotes better environmental conservation because the agriculture and livestock are less aggressive to the environment.
By using local resources, make the transport of hydrocarbons consumption is decreased and therefore, atmospheric pollution is reduced.
The fact to promote a less mechanized agriculture (industrialized), has been beneficial because it has also reduced air pollution.
It has allowed to act as a cultural enhancer in the cities where they are provided, by virtue of being an icon in the public space where they are located.
It has encouraged the consumption of organic foods are healthier and that’s a big benefit if you consider that Czech Republic has one of the highest rates in Europe.
Jobs have been increased, thus increasing sellers in the TRH market stalls in Green Market and the placing on the market of the restaurants in a series of menus and dishes that are cooked with 100% organic products.
They have kept the jobs of local farmers. Considering that encouraging the consumption of organic and local food has managed to avoid the entry of large mechanized companies always looking for maximize their profits at the expense of anything.
In terms of design, I must say that from the first moment, prototype was thought to be anti-vandal. It was achieved to some extent by the fact that at night when prototype is closed, shelves and blackboard (where sellers can advertise their products) are protected from outside. However, when the prototype is closed, Its volume provides the ideal smooth planes to be painted with graffiti. It should be discussed whether a controlled artistic performance on closed Stalls will improve the image of the project.
Have arisen some unexpected facts in the implementation of the prototype and its upkeep and maintenance. Although, prototypes were designed to be anti-vandal, in some cities Market Operators Green Market have decided that a better preservation of the prototypes are that only can be in public space when Green Market is operating.
When Market is finished, every prototypes are collected and stored in a nearby warehouse. In this way, It has been clearly harmed public space because it lost an iconic reference when prototypes are not present.
One fact that is very difficult to get is convince at people that even though organic products are more expensive, It is better consume it for all the reasons that are described above, for example, healthier, richer the local economy, more environmentally friendly,…
The initiative of TRH Market Stalls in Green Market has been advertised a lot at street level, posters and direct contact with citizens, but It have been missed a greater diffusion in social networks.
Taking in account that TRH Market Stalls in Green Market have been implemented in major cities such Prague (1,2 milions Inhab.), Pardubice (90.000 Inhab.), Hradec Králové (94.000 Inhab.) and Aberdeen (210.000 Inhab.), is not enough diffusion that in facebook Zelené Trhy profile has only just about 1900 likes.
It should been emphasized the good design of the TRH Market Stalls that have been improved the relationship between seller-customer, becoming seller in a real assistant, an advisor who helps us to choose the best goods.
Furthermore, the design itself has enabled better advertise of organic products that are sold there. Therefore, we can see one kind of advertise in blackboard and in shelves because they show what products are selling in this Stall. As well, same materials that has been used to build Stall allow to familiarize design and prototypes construction with concepts like low-cost, sustainability and recycle.
The design itself also creates a powerful image (green color) that creates a kind of icon in public spaces where it is inserted. This allows to give a warning to pedestrians and invite you to walk through a different Green Market of the typical market.
Every management around Green Market have been useful because benefits have not been only in the TRH Market Stalls, if not they have arrived at small and local farmers. These workers have seen a possible future in production of food to provide Green Markets specially TRH Market Stalls.
The cities where prototypes have been pushed have won cultural benefits because a more attractive public space have been created there. In addition, there are a gastronomic restaurant network that offer at tourists and citizens a new, healthy and original opportunity to eat.
For Green Markets: http://www.grownyc.org/blog
For Urban Intervention Award Berlin 2013: http://www.stadtentwicklung.berlin.de/staedtebau/baukultur/urban_intervention_award/index_en.shtml