Jeroen van der MOST

What happens if AI empowers vegetables and their small producers with the marketing skills of the biggest global brands? The Vegetable Vendetta explores this question and aims to trigger discussion about advertising, art and human desire. 

The project is presented at museums and events. Different setups explore new project meanings and perspectives. The movie above shows an installation realized at PoCo Museum (Tallinn, Estonia). In the context of this Pop art museum the setup can also be seen as an exploration of a next phase in Pop art. In which commodities are no longer presented as art, but with the help of technology become the artists themselves. The human artist only presents.

Exhibit locations of The Vegetable Vendetta included:

• Teknowlogy, Utrecht, The Netherlands
• PoCo Museum, Tallinn, Estonia
• From Seed to Cloud, Beijing, China
• NVIDIA – GTC, Paris, France
• AI Ecologies, Artphy - Groningen, The Netherlands (july, 2025)

Find out more at:

https://www.jeroenvandermost.com/vegetable-vendetta

The prototype for the Vegetable Vendetta project was developed in a coop with In4Art, Eatthis and KU Leuven. As part of the European funded project Hungry EcoCities. The project received funding from the European Union's Horizon Europe research and innovation program under grant agreement 101069990 and was part of the STARTS program on promoting art-driven innovation through Science+Technology+Arts.