Create a journey map based on the interview transcripts below and organize the findings on the journey map. Conduct analysis and some brief contextualizing commentary. introduce the tool using and summarise the key takeaways

X: In General, what do you know about farm food waste and why it is happening?

K: It is quite a big and common issue for all farmers, normally people see food waste in their households and supermarkets, but they cant see there is a big portion of the production has been wasted on the farm before it reaches to the stores and customers, lots of the food may be left unharvested due to overproduction, you will have some magic times that the farm produces lots more than expected. Not enough labor, these days, it is getting harder to get casual staff to help during the harvest season and the cost of them is getting higher each year. Price volatility, lack of storage facilities, high cost of transportation, or some of the products just dont look great, as you know the odd bunch.

X: What kind of problems are caused due to farm waste and how do you deal with the waste?

K: We dont have a big problem with food waste because we are quite good at controlling the production amount and as a quite mature business model, we have a relatively stable supply chain, dedicated labor resources and solutions. However, food waste is still happening, I feel really bad when I saw the berries went bad on the farm because we couldnt sell them and those farm waste could cause a series of problems. For example, when fruit gets spoiled and left on the ground, it provides breeding places for pests such as flies, mice. Also rotting fruit in the land produces methane which is polluting the air, some of the rotting fruit could damage the plant and soil which is affecting the production next year. We were thinking about a few solutions to convert the waste to fertilizer but it costs too much,

X: What kind of solutions have you tried to prevent farm food waste?

K: Try to sell as much as possible, haha, but it is impossible to sell them all. In the beginning, we invite our family members, neighbors and their friends to our farm during harvest season to enjoy the berries and cherries, they all loved it. Then thought it could be a good idea to attract tourists as we are 20 minutes from Puffing Billy, it worked really well and people from everywhere can taste the delicious fruit, it also helped us with marketing and especially relieved the stress for us to sell them all. Another solution is we make berry jams using misshaped or imperfect ones as the retailer wont accept them, they are fresh and delicious just not looking great. We also donate the fruit to events and charities.

X: What are your concerns about your current solutions and what you are frustrated about?

K: The berry picking is relying on the number of tourists. From 2020 due to the COVID restrictions, the number of tourists dropped significantly, especially overseas tourists, we had to close down the farm for a few months.

X: How about the berry jams?

K: It is series of great products but we are not making lots of profit from it, the cost of making jam is quite high as we dont have our facility ourselves, we have to send to the factory to process and pay for the packaging. The distribution channel for the Jam is a bottleneck too, there are not many people who know our jam so you cant find them in coles and woollies, if we would have a high volume sale then we can build our factory to make it a proper business.

XZ: How the other berry cherry farm stops and processes those wastes?

K: As far as I know, they also have the berry pick program as it is very popular, some of the farms also making dried berries or frozen berries.

XZ: Do you hear any new ideas to reduce farm food waste that you havent attempted but are interested in?

K: We are always looking into different options for example sell to pharmaceutical companies as berries and cherries have lots of ingredients that which is needed for their products. Another option is to reuse food waste by converting it to compost or mulch which can then be used to improve the quality of your farms soil. However, you should be aware of the government regulations for disposing of farm waste before you do so.

XZ: What kind of options you have tried on storage and packaging to prevent food waste?

K: Most of our fruits are packed freshly with plastic boxes as you see in the supermarkets as people prefer the clean and fresh look. We will consider frozen products or vacuum package for longer life.

XZ: In general, Do you think it is important to prevent farm food waste and why?

K: Yes it is very critical for the farming industry, stop farm waste will save a lot of work and money for us, also it will help on the pollution caused by farm waste

XZ: What are the issues and blockage you realize in the current process of dealing with farm food waste?

K: Not all farmers have the money to build facilities to dispose of expired food. Take us for example, because our profit margin is very thin, most of the income has to be used to ensure the next year's production and deal with some unexpected situation. So we can hardly afford the expensive equipment and site construction. Another problem is labor. Every farm needs a lot of manpower to pick the fruit in the harvest season, and because the time frame is unpredictable, these workers need a lot of flexibility, so it is often difficult to find enough resource when needed, which leads to the failure of picking the ripe fruit in time.

XZ: What is your expectation of improving the food waste and what are your future goals for the farm?

K: We hope to shorten the picking time and improve the storage method through the new technology so that the shelf life of the fruit can be longer. Then, work with other factories to provide ingredients for their products such as dried fruit, berry cookies, ice cream, etc., to minimize waste on the farm.

XZ: Lastly, What kind of suggestion you have for the industry and government to help the situation?

K: First of all, I think every farm owner should pay attention to the problem of food waste and be proactive to find solutions. The whole farming industry should also strengthen cooperation, learn from each other's experience and technology, and work together to deal with farm food waste. It will be helpful that the supermarkets accept edible produce with flaws in the appearance. Of course, the government should introduce relevant policies to subsidize the purchase of facilities and equipment, increase efforts to publicize relevant knowledge and supervise and manage the processing of food waste.