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Published on Nov 30, 2007
'Made in Transit: a supply chain concept for on the way growth' presented at Pecha Kucha night in Rotterdam, November 2007. In the concept, time and space used in transit is redefined as production time, shifting the paradigm from preservation to on-the-way growth, a shift from 'best before' to 'ready by' for perishable food. A futuristic scenario for growing mushrooms in their package on the way to the supermarket is presented.