
Defective Carrots
- Publisher
- Bemojake
- Year
- 2013
- ISBN
- 9780956247049
- Specifications
- Hard cover
132 pp
176mm x 250mm
55 colour + 6 Tip-ins
Text in English
This is a typology of carrots that have been deemed unfit for consumers' eyes. Mechanically scanned, thousands of optically deficient specimens are singled out each day and promptly removed from the conveyor belt. Some are grotesquely deformed and understandably rejected on the consumer's behalf. Others have morphed into humorous shapes referential of phallic abnormalities, human body parts and various imagined creatures. Many, however, have only the slightest irregularity, encouraging one to question the extent to which the retailer and the buyer are willing to privilege perceptions of the norm over basic nourishment.
The work is introduced by a press release for the optical sorting machine that acts as the barrier between the rejected vegetables and the shop. It registers each individual root live on screen; as they pass through its gaze on a high-speed belt they are deemed good or bad. If one is just a degree too crooked it is relegated and sliced into batons or mixed into animal feed. This offers a glimpse into a world behind the fruit and veg shelves of the local supermarket and the curious relationship that has evolved between agriculture and technological innovation.
Bound in orange cloth over board, with a foil blocked shape on the cover, the book integrates six tipped-in illustrations among the plates, depicting defects such as fanging, scabbing and crookedness adapted directly from the machine's user manual. The sequence culminates with an index over a double page spread.