I was on to the next big idea here, really I was. I had it all figured out in my head last night, and in my dreams, and was set to wake up early and write about it. but it’s gone. Dormant, hopefully. so i’ll write about what i was thinking about before I hit onto this idea which, by the way, is much more interesting. (it’s the next big thing, really) Perhaps, in the process, it will come back to me.
I’d been thinking about the idea of “de-technologizing” a product or system in two ways: First, as a simplification, a removal of excess and clutter, which of course many of the products we use on a daily basis would benefit from, if only quality weren’t strongly associated with number of features (in most markets, at least).
But can the idea also be extended to using technology to enable a market which is currently archaic and stuck competing with old technologies tied to and economy of scale of production and distribution. Can it somehow subvert a 20th century means of production with a 21st century means of information flow and networking? But in that process, can it revive a way of life in which local is not a fad or a wave of nostalgia, but a legitimate way of obtaining goods and services in a global marketplace.
What I have in mind is food. Of course, the local food movement is not new, and it is growing in awareness and market share (I assume), but it’s still solidly niche, and farms in much of the country are in a crisis state of consolidate, specialize, or die. The subsistence farm, or the farm that is interested in diversity of production, both ideologically and economically, is constrained to niche markets centered around urban centers and believing people with money to spend.
I’m thinking of an online tool which seeks to bridge the gap between the farmers market and the supermarket. It’s about consolidating and understanding information, of predicting trends and setting prices. But in doing so in regulated, regional market places, farmers can have access to the information they need as to who is producing what, what is in demand, etc. Responding to these things are the things that small, diverse farms are uniquely good at. And good farmers are into stats. They are problem solvers, tinkerers, a dying breed in our society. What they need is a tool to support them, to enable new systems of distribution, to allow a direct link to customers or restaurants, even an amazon-style rating system where by the community would regulate itself. A farmer is rewarded if she can deliver 200 pounds of red peppers, predicted two weeks in advance at a set price, at a certain quality. The accuracy of her predictions and quality of her products are rewarded not just in a marketing, or through word of mouth, but within a tightly structured, networked online marketplace.
What this is, I suppose, is a system of regulated capitalism. But we’re ready for that again, right? At some point, there must be a way to capitalize on the strength of small, diverse farms, which are much more connected to the land and have real, built-in incentives to treat it with care. As energy prices increase, and food, which as we know travels something like 1500 miles to our plates, becomes more expensive, it’s possible that with such a system in place we could see a real shift in food production to the local farm, thus inspiring a new generation of entrepreneurs who know how to solve problems with their mind, hands, and bodies.
Of course, there are a lot of people out there thinking about this problem. I think I’ll start poking around, but I’d love to hear of projects in the works.