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The One Show – City Harvest credit: Hai Pham, Clay Cooper, Satsuki Atsumi and Julian Jones-Pittman.
City Harvest
The One Show – annual international advertising contest
Serving New York City for 30 years, City Harvest is the world's first food rescue organization, dedicated to feeding the city's hungry men, women, and children. This year, City Harvest will collect 42 million pounds of excess food from all segments of the food industry, including restaurants, grocers, corporate cafeterias, manufacturers, and farms. This food is then delivered free of charge to some 600 community food programs throughout New York City by a fleet of trucks and bikes. City Harvest helps feed the more than one million New Yorkers that face hunger each year.

City Harvest also addresses hunger’s underlying causes by supporting affordable access to nutritious food in low-income communities, educating individuals, families, and communities in the prevention of diet-related diseases, channeling a greater amount of local farm food into high-need areas, and enhancing the ability of our agency partners to feed hungry men, women, and children. Their mission is to end hunger in communities throughout New York City. We do this through food rescue and distribution, education, and other practical, innovative solutions. Go to for more information.

For The One Show of 2011, City Harvest wanted to see what the international design and advertising community could come up with to promote their message out to a wider audience and to further their cause.

Redesigned logo for City Harvest. Credit: Clay Cooper.
A small portion of the food City Harvest rescues is repurposed as a purchasable product to residents in the city via lunch truck. The "Good Lunch" truck is a win win promotional experience that not only generates extra revenue for City Harvest using donated food, but also informs customers of the City's major nutrition problems through messages in the Good Lunch packaging.
The Good Lunch packaging will display various facts about nutrition and poverty in New York, beginning by thanking the customers for making "the good choice" and continuing on by directing them to the website.
City Harvest will replace the take out ware of local restaurants and cafes, starting with the current donors. Each take out box will contain an informative message about nutrition and poverty in New York, beginning by thanking the customer for not wasting food and continuing on by directing them to the website.