If you knew it took 160 days to grow a carrot, would it change the way you think about eating one?
That’s the question that artist and farmer Matthew Moore set out to answer with a series of time-lapse videos of plants growing from seed to harvest. “If you went to the supermarket, bought a head of lettuce and you were able to see the life cycle of that plant in a few seconds or a few minutes, it might change the way you think about that food,” he said.
Pam Weisz is deputy director of Change Food, a nonprofit that works to raise public awareness and educate consumers about problems with the U.S. food system. Learn more at www.changefood.org.
Art, Moore said, “can put us into a state that words can’t describe — it completely simplifies everything.”
Moore talked about the importance of art in making people think about food at TEDxManhattan, a one-day conference in March featuring leading innovators in the food movement. (See embedded video below.)
In his poignant and emotional talk, Moore said that his story began when he realized that although he is the fourth generation on his family’s farm outside of Phoenix, “I’m also the last to farm this land” because of the massive amount of development going on in the region.
“When I returned to run the family business in the beginning of the last housing boom I just inherently knew that I had to document this process,” he said.
He began by artfully showing the impact of suburban sprawl on the land. In one picture-perfect example, he created a replica of a suburban lot map in which he grew 253 homes out of sorghum and made roads out of wheat.
“What art is so good at is asking questions,” he said. “The question I had was: Why does this make sense? Why is this the best, the highest use of this ground?”
He began to make his time-lapse videos on the theory that most people don’t understand what goes into growing the produce they eat, and that if they did, they might approach the supermarket with a different perspective.
The time-lapse films were shown in a Utah supermarket as part of the 2010 Sundance Film Festival. When consumers approached a selected vegetable, an LCD screen displayed that plant’s entire life cycle, set to music. And, Moore said, people watched. “We realized that it works,” he said. “I did all these conceptual projects, and all I had to do was let the plant tell the story.”
Moore is part of a larger movement using art to encourage people to think more about their food, at a time when consumer interest in food, and how it’s produced, is rising. Many artists are engaged in this work. Stefani Bardin used pills, designed to record video and sound from the gastrointestinal tract, to examine the effects of eating natural versus processed food; the resulting video has been watched more than 3 million times. Tattfoo Tan has developed a range of specialized paint colors matched to the colors of fruits and vegetables, known as the Nature Matching System. He’s used the system to create, among other things, a place mat that has been sold at the Museum of Modern Art Design Store. Photographer Henry Hargreaves created physical maps using iconic foods of countries for his Food Maps series.
Moore founded a nonprofit, the Digital Farm Collective, inspired by what he describes as “the increasing disconnect between consumers and the source of their food.” The DFC’s mission is to broaden the understanding of how food grows and preserve growing practices by telling the story of cultivated crops using video and digital media in schools and public spaces.
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The DFC has sent cameras around the world, asking farmers to create time-lapse videos similar to those Moore has made. Interviews with farmers and practical data about produce as it grows from seed to harvest are also incorporated. This content is available in the DFC’s “Living Library.”
The DFC shares its work through two other programs. The first, Seedlings, provides curricula for schools to get kids engaged in gardening. “Through that we learn how better to communicate and inspire the next generation of growers and consumers,” Moore said. The second, Lifecycles, works to exhibit the DFC’s content in public spaces. For example, the group’s work was part of an exhibit at the San Jose Museum of Art in Northern California this year.
The goal, Moore said, is to inspire and educate. “Consumers play a role in food advocacy every time they go to the grocery store,” he said. “We have to understand the global implications of every choice that we make.
“And all I know is words won’t cut it sometimes,” he added. “Sometimes we need more.”
Main photo: An aerial shot of Matthew Moore’s replica of a suburban lot map, in which he grew 253 homes out of sorghum and made roads out of wheat. Credit: Matthew Moore