Interview with designer Justin Cheung (JC), regarding views on design, and for the award-winning design Food Feeder Plus Food Feeder.

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Interview with Justin Cheung at Friday 11th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
JC : Food Feeder Plus is a feeding essential that developed to let little ones safely and independently explore new tastes and textures at early age 6 months without the risk of choking. Its innovative yet simple design gives babies a head start toward a lifetime of healthy eating. It also helps developing babies’ fine motor skills and hand-eye coordination.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
JC : We would like to encourage self-feeding, reduce the risk of choking and introduce a safe and easy way to use the product. As the appearance of Food Feeder Plus looks like a teether, babies will find it easy and familiar when using it.

DI: What are your future plans for this award winning design?
JC : We hope to introduce Food Feeder Plus to all the babies and parents all around the world as self-feeding could be easy and convenience with numerous advantages.

DI: How long did it take you to design this particular concept?
JC : We spent around a few weeks to come up with the solid concept of Food Feeder Plus. It took us several months for design development to come up with the final design.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JC : The inspiration comes from another team member, Herman Lo. He wants to give his son a taste of the world, as he very much appreciates different cultures and cuisine. He imagines how wonderful it will be if Edwin can also experience a diverse palette of tastes and textures during mealtimes. However, as Herman was helping his son make the important transition from liquid to solid food, he experienced some early frustrations. And we came up the best solution - Food Feeder Plus.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JC : Food Feeder Plus is under production by our company. We are going to promote it all around the world.

DI: Who is the target customer for his design?
JC : Food Feeder Plus is designed for babies who aged 6 months or above. We hope all the parents and babies love and enjoy using Food Feeder Plus.

DI: What is the most unique aspect of your design?
JC : The Food Feeder Plus not only helps children to eat alone, but also means more independence for the parents. Babies can hold by themselves. It is a developmental milestone that babies pass when they start solid foods. kidsme Food Feeder Plus is invented for babies to enjoy food without any food ending up in their hair or the floor anyhow. There is no need for food to be pureed if the babies are 5 or 6 months or older. Simply cut the food into small pieces and put it in the food feeder. Babies will feed themselves. In addition, the ergonomics consideration on sac let babies using the food feeder much more enjoyable.