Josh Treuhaft
True or false: Treuhaft always wanted to open a restaurant
False, he wanted to change peoples attitudes about food waste and later decided that a restaurant was the best way to accomplish his goal
True or false: 40% of food in the United States goes uneaten
True
True or false: Treuhaft relied on using prototypes instead of formal, long-term business plans
True
True or false: The Salvage Supperclub always planned their menu in advance
False, their menu offerings were dependent on the food they gathered and thus could not be planned ahead of time
True or false: Treuhaft always asked people what they thought of his ideas, but did not always take their feedback seriously
False, Treuhaft carefully listened to all the feedback that he received and revised his ideas according to what was appealing and likeable to others
What was Treuhaft‘s ultimate goal?
To change the way people think about and consume food
What downside did Treuhaft discover when raising awareness about food waste?
That raising awareness about food waste can lead to feelings of guilt, especially in the absence of a motivation solution or alternative
How many formal prototypes did Treuhaft make to test his idea?
Three
Where was The Salvage Supperclub first established?
Brooklyn, New York
What did Treuhaft do after receiving feedback from others?
He shifted his direction and refined his understanding of what inspires people to engage with food waste
Why did Treuhaft decide to go to graduate school?
To learn how to design a business that would work
What percent of the total U.S. energy budget is spent on getting food from farm to table?
10%
Why did Treuhaft’s strategy of making plans one step at a time end up making his venture successful?
He had solid evidence of what worked and what did not, instead of relying on assumptions
At the time this case study was written, how long had The Salvage Supperclub been in operation?
5 years
What negative feedback did Treuhaft receive about food waste?
People thought talking about food waste was inconvenient and unappetizing