Taking up this year’s subject of the City as a Resource, the Vienna Business Agency and the VIENNA DESIGN WEEK joined up with Wiener Gusto to issue a challenge related to the Viennese soybean. Wiener Gusto is the brand, with which the forestry and agricultural departments of Vienna City Council have been marketing the organic products that they grow on arable land in the city since 2022. This means that Vienna is probably the only major city in the world to have its own food brand. 
In addition to wheat, rye, lentils, oil seeds and meat, soy will also be an important part of the product range in the future. In their project HEIMAT, Anke Noack and Olivia Ahn of Beyond Projects address the introduction of soya to Vienna and shed light on the subject of urban agriculture. The focus of the project is the sensory treatment of a crop that seeks to reconcile the wider population with the notion of responsible consumption.