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  • 1. H U N T S TA T E M E N THow do we decide whatmeat to buy at the grocery?
  • 2. THE PROBLEMmany different terms and labelslocal, sustainably raised meat is expensiveconflicting information released in the media about whatwe should look for, for example: corn fed vs. grass feddifficult to find and access responsibly-raised meatoverall lack of awarenessgeneral impression that eating meat is an isolated issue
  • 3. RESEARCH1 survey: 72 respondents2 fish counter workers1 meat counter worker1 butcher7 consumers3 farmers2 farms
  • 4. H O W W E C U R R E N T LY D E C I D Ecost organic local farm raisedgrade/quality fat content othercage free kosher wild caught grass fed sell by date brand air chilled hormone free
  • 5. C O N S U M E R S & B E H AV I O R SCONSUMER T YPOLOGY UNCONCERNED CONSCIOUS CONSCIENTIOUS ACTIVIST considers only price and ambient understanding considers source, restricts food choices recipe need of hormone free, cage treatment of animals, due to animal rights, the free, organic; seeks processing methods; environment, religion, or these terms when follows personal stand- the support of major making purchase ards for each purchase corporations target consumers future eats meat increase quality > decrease quantity > vegetarian
  • 6. M E ATfish ≠ beef ≠ poultry ≠ porkfocus on beef going forward
  • 7. RESPONSIBLE CONSUMP TIONhealthy for mehealthy for the environmenthealthy for animalshealthy for farmers
  • 8. GROWING BEEFHobby farmers may keep 8–10 cattle, and 1 bull of their own. They will selltheir calves to a local big buyer. A local big buyer may have 300–400 of theirown cows, with as many as 200 calves each season. Big buyers/CAFOs willsometimes call a local big buyer for a “shipment” of calves. Local big buy-ers will buy calves from as many hobby farmers as possible in the region,which they turn around and sell to the big buyers. The big buyers completethe growing process and beef ends up in our supermarkets. *Concentrated Animal Feeding OperationsHOBBY LOCAL BIG BUYERSFARMERS BIG BUYERS CAFOs *
  • 9. C R E A T I N G A N A LT E R A T I V EIn order for an alternative to exist for conscious and conscientious con-sumers to move toward activist consumers, they must have the opportunityto engage directly with hobby farmers.BEEFRIEND offers consumers an opportunity to buy beef directly from a lo-cal hobby farmer in small groups. Consumers use their collective purchas-ing power to decrease the demand on mass-produced beef, supportingsmaller operations and socially responsible meat consumption. CONSUMER FARMER
  • 10. E A R LY C O N C E P T ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R How does this work? How does this work? Welcome! This is a purchasing platform aimed at supporting the responsible and How much meat? What parts? healthy consumtion of animals. This protal allows you to leverage the power of groups to purchase your meat directly from local farmers. By using B E E F R I EN D, Pick up or deliver? How much meat? What cuts? Pick up or deliver? you support farmers in your local region that care for each cow they raise. The Select how large you want benefits are simple: Everyone receives a variety Learn more about your Select how large you want Everyone receives a variety Learn more about your your purchasing group. reduced carbon footprint of cuts, but there are a few beef by picking up directly your purchasing group. of cuts, but there are a few beef by picking up directly animals raised and processed naturally and humanely More people, less meat. simple selections to make. decreased cost of higher quality meat by buying in bulk from the slaughterhouse. More people, less meat. simple selections to make. from the meat packing You may also choose to house. You may also have your meat delivered choose to have your meat to a local depot for pickup. delivered to a local depot for pickup. START MY ORDER START MY ORDER ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R How much meat? What cuts? Based on a 600 lb steer
  • 11. C O N C E P T VA L I D A T I O N
  • 12. VISITING A LOCAL BIG BUYER
  • 13. SERVICE MODEL OP T IONSOPTION ONE:BEEFriend orders are sent to a middleman who then calls the farmers tofulfill the orders; the middleman establishes the relationships with the par-ticipating farmers.
  • 14. SERVICE MODEL OP T IONSOPTION TWO:BEEFriend orders are sent directly to a label printer which prints each or-der on an individual label. The farmer takes these labels and uses them tofulfill each order, package and ship each order in their own shipping boxes.
  • 15. SERVICE BLUEP RI NT
  • 16. CONCEP T V2 WIREFRAMES A B O UT FA RM E RS FO O D FO R TH O U G HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R 76 PL AC E MY ORDER Welcome! This is a purchasing platform aimed at supporting the responsible and healthy consumtion of animals. This protal allows you to leverage the power of groups to purchase your meat directly from local farmers. By using B E E F R I EN D, you support farmers in your local region that care for each cow they raise. The benefits are simple: consumers reduced carbon footprint animals raised and processed naturally and humanely decreased cost of higher quality meat by buying in bulk 37 steaks ground beef roasts flank steak cows 5 prime rib stew meat short ribs round steak Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. farmers Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad soup bones ox tail liver heart minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum. A B O UT FA RM E RS FO O D FO R TH O U G HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R PL AC E MY ORDER MY ORDER 5 lbs. 1” thick steaks STEAKS Sed ut perspiciatis unde omnis ground recipes Neque roasts beef porro quisquam est, flank steak 9 more orders need to be placed that are similar to yours before we ship! iste natus error sit voluptatem Qui dolorem ipsum quia dolor accusantium doloremque laudan- Consectetur, adipisci velit, sed quia non tium, totam rem aperiam, eaque Tempora incidunt ut labore et dolore ipsa quae ab illo inventore Ut enim ad minima veniam, quis nostrum veritatis et quasi architecto PL AC E M Y O RD ER beatae vitae dicta sunt explicabo. prime rib stew meat thickness short ribs round steak 3 /4” 1” 1 1 /4” QTY ADD steaks ground beef roasts flank steak soup bones ox tail liver heart prime rib stew meat short ribs round steak
  • 17. C O N C E P T V 2 W I R E F R A M E S , T E S T I N G R E S U LT S• purchase sequence screens were confusing, show all three sections in one view, the three sections being: • what I can buy (pictures of meat) • what I have selected to buy (my order) • information about what I can buy (recipes, meat info)• Use conventional looking buttons• Include login place/info• Show sequence of user getting pushed information upon re-login• Take out any comparison to other meats• Do not compare against other meats, which is basically a comparison against other farmers • instead focus on good things about beef and farmers participating• Best entry point of site is by the kind of meat I want, not how large of a group i want to purchase my meat with
  • 18. FINAL CONCEP T Create an account LOGIN Create an account LOGINNEWS WELCOME THE BEEFriend COMMUNITY>> Food Safety Question? USDA Has MEMBERS 76 an App for That BEEFriend is a cooperative way to buy your beef, aimed at Controversy Looms Over Dairy Order >GROUND BEEF Prime Rib>> supporting sustainable agriculture, preserving the environ- ROUND ROAST Farm Drug Tests>> Moms Weigh in on Animal ment and providing access to higher quality, healthier beef. This portal allows you to leverage the purchasing power of BEEF FEED PRIME RIB MOO-METER Antibiotics There are 76 members to date and growing! groups to source your meat directly from local farmers. By Meet the others that care about the quality A standing rib roast is a cut of beef from the rib section, which is>> Tester: Small Farms Won with of their beef. One day, you may share the Food Safety Exemption using BEEFriend, you reduce the demand on commercially purchase of a cow! one of the eight primal cuts of beef. The entire rib section com- raised animals and support farmers in your local region that prises ribs six through twelve of the animal; a standing rib roast>> States Consider Bans on Farm SHORT RIBS PRIME RIB Photos care for each cow they raise. can comprise anywhere from two to seven ribs. It is given the 12 FARMS name “standing” because it is most often roasted in a standing>> Processors Ask for Meat, Poultry position, that is, with the ribs stacked vertically and the vertebral ‘Pasteurization’ The benefits are simple: WE NEED processes on the bottom. A colloquial and popular term for this>> Publisher’s Platform: Transparency • reduced carbon footprint cut is “prime rib”. is Good • animals raised and processed naturally and humanely BEEFriend sources its beef from 12 different SOUP BONES>> GAO Reports on USDA Contracts • support local farmers family owned farms in West Virginia and OX TAIL SOUP BONES RECIPES 12 more orders similar to yours before we can ship. for School Meals Pennsylvania. Sourcing meat locally can save • decreased cost of higher quality meat by buying in bulk a cow over 4,000 miles of travel in its life. Blackened Prime Rib>> USDA Rule Encourages Local Food Photo of: Boneless Garlic and Rosemary Rubbed Prime Rib with MY ORDER for School Meals Become a member or visit at your leisure—your presence Red Wine Mushroom Sauce 1 3 lb-bag, soup bones $5.85 45 COWS CONTINUE>> Report Ranks Riskiest Food- CONTINUE Prime Rib Au Jus with Yorkshire Pudding 10 lbs Short Ribs $18.90 Pathogen Combinations here means you care and can make a difference. STEW MEAT>> Dairy Pro Offers Food Safety FILE T MIGNON STEW MEAT ORDER JOIN NOW CONTINUE Strategies JOIN NOW 5 lb Bone-in Prime Rib $2.29/lb Qty:>> Salmonella Outbreak Tied to Raw 45 cows sold to date. All are raised on grass PURCHASE JOIN NOW and hay while some farms supplement with 5 lb Boneless Prime Rib $3.29/lb Qty: Milk in Texas Becoming a member allows you to check the status of your order once its placed. BEEFriend grain during the winter months. Antibiot- PURCHASE will also make sure you see meat-related news and issues that interest you. Creating an ac- ics are only given to the animals during real>> More Salmonella Illnesses in ADD TO ORDER PURCHASE count also allows you to see your sphere of influence. times of need. OX TAIL Rhode Island ADD TO ORDER © BEEFriend | Privacy Policy | Legal Statement | Contact Us © BEEFriend | Privacy Policy | Legal Statement | Contact Us EDIT ORDER ADD TO ORDER EDIT ORDER EDIT ORDER