Project related to full-time master’s degree Food and Wine Business, Major of the Master in Management of Creative and Cultural Industries, Amsterdam and Rome

My Prompt

PROMPT 1 – ChatGpt
I am looking for a comprehensive business development package for a new venture focused on sustainable food marketing using innovative technology. The package should
Business Idea, Brand Identity, Slogan, Visual Mockup and Logo (make also this one visual to see how the prototype will be), Problems Addressed and Limitations. Please ensure that the entire concept is cohesive and reflects a forward-thinking approach to sustainable food marketing

PROMPT 2 – ChatGpt
Can you generate me more images displaying the product, its technology and the consumers interaction with it? Make sure the images have a background to make them as real as possible

PROMPT – Pitch
Business Idea of EcoTable, an innovative platform that bridges the gap between sustainable farmers and technology-savvy consumers. Using augmented reality (AR) and blockchain technology, it enables users to trace the journey of their food from farm to table, learn about sustainable practices, and make purchases directly from growers. This system not only boosts transparency but also fosters a direct connection between producers and consumers, enhancing trust and engagement.

PROMPT – Perplexity
Hello, can you give me some insights on consumers’ perception towards food
sustainability and these problems? Provide for some numbers as well
• Lack of Transparency in Food Sourcing
• Consumer Detachment from Food Production
• Food Waste
• Sustainability Challenges
• Lack of Engagement and Education

How would you structure a short paper for the presentation of a business idea? Then, following this structure, use all the info you find in the attached document (including the brand identity and the limitations of the idea) to write a paper using an academic tone of voice. The purpose of this paper is to present a business idea around the theme “Let’s Make a Better World” that can foster positive global change. Add at the end some
keywords for SEO optimization purposes.

Ai Tools: ChatGPT4, DALL-E, Pitch, Canva, Promo

EcoTable: A Technological Leap Towards Sustainable Food Practices

Sustainable Food Marketing, EcoTable, Augmented Reality Shopping, Blockchain Food Traceability, Sustainable Eating, Green Technology, Digital Food Marketplace, Consumer Engagement Sustainability.

Executive Summary

EcoTable is an innovative business model designed to address the critical gaps in the current food industry by enhancing transparency and sustainability through augmented reality (AR) and blockchain technology. This business proposal seeks to establish a platform that not only educates consumers about sustainable practices but also provides a direct link to ethical food sources, thereby encouraging informed and environmentally friendly purchasing decisions. The aim is to revolutionize the food market by making sustainable choices straightforward and verifiable, contributing significantly to global ecological health.


Despite growing consumer interest in sustainable food options, there remains a significant disconnect between intentions and actual purchasing behavior, primarily due to a lack of transparency and direct connection with food origins. The food industry faces issues such as consumer detachment from food production, high levels of food waste, and insufficient engagement with sustainable practices. These challenges are exacerbated by inadequate transparency in food sourcing and a general mistrust in sustainability claims. This paper introduces EcoTable, a business initiative that utilizes advanced technologies to bridge this gap and leverages AR and blockchain to provide consumers with reliable, traceable information about their food’s journey and production practices, thereby fostering responsible consumption and reducing environmental impact.

Business Idea

Product/Service Description
EcoTable is a platform that integrates AR and blockchain to offer a comprehensive, interactive experience for users seeking sustainable food products. By scanning a product, users can access detailed information about its origin, production methods, and sustainability credentials verified by blockchain.

Target Market
EcoTable targets environmentally conscious consumers, particularly millennials and Gen Z, who prioritize transparency and sustainability but are often hindered by a lack of accessible and reliable information.

Unique Selling Proposition
EcoTable uniquely combines AR and blockchain to create a user-friendly platform that ensures data integrity and enhances consumer engagement through interactive technology. This approach not only informs but also empowers consumers, differentiating EcoTable from other sustainability apps in the market.

Market Analysis

EcoTable enters a market characterized by increasing consumer demand for transparency and sustainability in the food industry. According to recent surveys, 60% of consumers express a desire for more information about the origin and production of their food, highlighting a significant market need that EcoTable aims to address. Moreover, 75% of consumers indicate a willingness to pay more for food products with greater transparency, underscoring the potential market opportunity for EcoTable’s services. In terms of competition, EcoTable distinguishes itself by offering a unique combination of AR and blockchain technology to deliver comprehensive and verifiable food sourcing information. While existing platforms may provide limited transparency, few offer the level of detail and authenticity provided by EcoTable’s integrated solution. Market trends further support the viability of EcoTable’s business model. With growing consumer awareness of sustainability issues and an increasing preference for locally sourced and environmentally friendly products, EcoTable is well-positioned to capitalize on these trends and capture market share.

Brand Identity

Name: EcoTable
Symbolizes bringing eco-friendly options right to the consumer’s table, emphasizing ease and accessibility.

Color Palette and Logo
Green (#76B041): Represents growth and sustainability.
Blue (#4A90E2): Conveys reliability and technological innovation.
Brown (#A67853): Reflects the earth and organic farming.
Logo: Features a stylized leaf intertwined with a digital circuit pattern, illustrating the fusion of nature with technology.

“Sustain Your Bytes” – A clever play on words that ties the digital aspect of the business (bytes) with the food aspect (bites), reinforcing the message of technological integration in sustainable eating.

Strategy and implementation

EcoTable will be marketed through digital channels leveraging eco-conscious influencers and partnerships with sustainable farms. The operation will be based on a scalable cloud infrastructure to support AR and blockchain functionalities, ensuring seamless user experiences and data integrity. Initial funding will be sought through venture capital, aimed at developing the platform and establishing market presence. Revenue models include subscription services and transaction fees.

Opportunities and limitations

EcoTable addresses critical issues in the food industry by enhancing transparency with blockchain technology, which records food’s journey from farm to fork in a tamper-proof system. AR technology visually connects consumers with the origins of their food, bridging the gap between consumers and production processes. The platform also aims to reduce food waste and improve supply chain efficiency with real-time data. Moreover, EcoTable educates consumers about sustainable practices, promoting environmentally responsible consumption. However, the platform faces several limitations. Its success depends on widespread adoption of AR and blockchain technologies, which may be challenging among users unfamiliar with these technologies. High development and maintenance costs for these advanced systems could also restrict participation from smaller producers. Additionally, stringent security measures are necessary to protect the substantial volume of sensitive data handled by the platform. Adapting the technology for diverse global markets and ensuring producer cooperation are further challenges that could affect the scalability and effectiveness of EcoTable.


EcoTable is poised to transform the food industry by providing a solution that not only meets the current demand for sustainability but does so through an innovative use of technology that appeals to a broad consumer base. This initiative promises to drive significant positive change in both consumption patterns and the overall sustainability of the food industry.

Berrebi, L., Turquier, L., Kurth, T., & Taylor, L. (2023, June 2). Whetting Consumers’ Appetite for Sustainable Foods. BCG Global. foods
L.M. van Bussel, A. Kuijsten, M. Mars, P. van ‘t Veer (2022). Consumers’ perceptions on food-related sustainability: A systematic review. Journal of Cleaner Production.