Project: Fresh

@P:HC, We think that Real Food, makes a Real Difference in every life.

At P: HC, we truly believe: We are what we eat. We want to connect users to fresh produce and products made locally. By doing this, we will be able to empower local producers to grow with more control, care and insight into sustainable practices and systems, so every Human City becomes food secure and abundance-oriented.

Big Agriculture and Fake Organics are run rampant with food production and are not really accountable to the environment and our health. We need to make local and real organic more affordable. We need to shift the conversation to science-based regulating and consumer protection practices that deliver everyone with the best food possible so they can live the healthiest lives possible!


Some Ideas We're Thinking About:

Seeds of our Future

Genetic diversity is important for our crops.

Developing new breeds of crops through natural land racing helps farmers adapt to climate change and produce healthier, tastier food. At P:HC we want to help farmers connect, share and develop new seeds; so they have more options in their farming and we have more variety in our food.

You to Farm

Farm to table is trendy, it's cool, but have you ever been to a farm?

Have you seen where your food comes from? At P:HC we want your farmer to be as or more familiar to you as your regular grocery store. By connecting farmers to the public through pop-up markets, experimental farming programs and learning centres, we will be able to change the conversation about food and engage actual face to face conversations.

Forget green thumbs,

Green communities all the way.

Not everyone has a yard, the time or the patience to grow their own food. At P:HC we want to turn farming into a community activity. We want to empower community connections and the production of affordable healthy food for everyone. Creating new friendships, stories and recipes all the while. That deserves a green thumbs up.

Project: Fresh = Community + Food + Conversation + Sharing

Why is this important?

Scroll down to learn the Quick Facts!

  • Hunger reduction requires an integrated approach. We can do this by providing: public and private investments to raise agricultural productivity; better access to inputs, land, services, technologies and markets; promotion of rural development; social protection for the most vulnerable, including strengthening their resilience to conflicts and natural disasters; and specific nutrition programmes, particularly to address micro-nutrient deficiencies in mothers and children under five.
  • 795 million people are estimated to be chronically undernourished in 2012–14, down more than 100 million over the last decade
  • In 2000, about 37 percent of the earth’s land area was agricultural land.
  • About one-third of this area, or 11 percent of Earth’s total land, is used for crops.
  • The balance, roughly one-fourth of Earth’s land area, is pastureland, which includes cultivated or wild forage crops for animals, and open land used for grazing
  • By 2020, the developing countries of Africa, Asia, and Latin America will be home to some 75% of all urban dwellers, and to eight of the anticipated nine mega-cities with populations in excess of 20 million.
  • It is expected that by 2020, 85% of the poor in Latin America, and about 40-45% of the poor in Africa and Asia will be concentrated in towns and cities.
  • Most cities in developing countries are not able to generate sufficient (formal or informal) income opportunities for the rapidly growing population. The World Bank estimates that approximately 50% of the poor live in urban areas (25% in 1988).
  • In urban settings, lack of income translates more directly into lack of food than in a rural setting. (cash is needed).
  • The costs of supplying and distributing food from rural areas to the urban areas or to import food for the cities are rising continuously, and it is expected that urban food insecurity will increase.
  • Urban agriculture lowers the cost of food, especially for poor households in poor countries where food can be up to 50-70% of their income.
  • Urban agriculture includes food products, from different types of crops (grains, root crops, vegetables, mushrooms, fruits) and animals (poultry, rabbits, goats, sheep, cattle, pigs, guinea pigs, fish, etc.)
  •  In addition, non-food products (like aromatic and medicinal herbs, ornamental plants, tree products, etc.) or combinations of these can be produced in an urban centre. Often the more perishable and relatively high-valued vegetables and animal products and by-products are favoured.

Information Sources: