Packaging should be thrown away … shouldn’t it? Studies of human behavior show us how difficult it is to change behavior patterns. So how can we remove the ingrained association between food packaging and the rubbish bin? Theresa Imre, the founder of the digital farmers’ market markta, and Studio Jutta Goessl are working together on new storage and transport concepts for markta’s “Farm to Fork” delivery service. The idea: a collection of reusable packaging that is simply too beautiful and practical to be thrown away. The partners for the implementation of the first prototypes are Ifco and the Swiss Bieri Group, a manufacturer of innovative solutions made of tarpaulin fabrics. In the so-called Crate House, an installation in Vienna’s Burggarten created in cooperation with Ifco, visitors to the VIENNA DESIGN WEEK obtain insights into the ongoing process of designing the collection. In the Palmenhaus, markta invites them to taste the regional products and chat with local farmers.