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Foodconscious: Grocery Store Buy-In


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A prototype for my design thesis project, the grocery store buy-in was designed to communicate to grocery store owners why it is important to implement a service, like Foodconscious, into their service model. It not only illustrates the benefits for the company and its customers, but it also explains how the service works in the life of the grocery store.

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Foodconscious: Grocery Store Buy-In

  1. 1. foodconscious Sarah Calandro Masters of Design Candidate,Communication Planning and Information Design Stacie Rohrbach, Thesis Advisor Carnegie Mellon University, 2011
  2. 2. What would it be like if your grocery store hadbins of freshly delivered food straight from the farminstead of aisles of boxed convenience foods?What if your grocery store was more likea farmers market? Or a community garden?What if grocery shopping was more about buyingingredients for cooking rather than pre-prepared The food movement* is shiftingmeals to be microwaved? our food culture towards Sitopia.** The food movement is a “collaborative effort to build Sitopia, or “Food Place,” is a place where eating wholeWhat if grocery shopping today more locally based, self-reliant food economies–one in which sustainable food production, processing, foods is the norm; where we are healthy, our earth is healthy, and we have a connection to the food wewas completely different? distribution, and consumption is integrated to enhance the economic, environmental and social health of a consume; processed foods are rarely consumed and not widely accessible; we know what healthy food is particular place.” (Feenstra, 2002) and we have access to it. (Steel, 2008)
  3. 3. Slowly, but surely, an improved grocery store model foodconscious intervenes on the failing industrial food system we have today and–will emerge. With foodconscious, you can be part of it. step by step–furthers communities, and their local grocery stores, towards Sitopia. As a grocery owner, you have the opportunity to be an agent for change; an opportunity that ensures you are at the forefront of the food movement and that your business will be better in the future foodconscious is dedicated to helping you be part of the food movement by influencing the current supply and demand cycle of your grocery store. It provides a link between you and your shoppers by fostering an open conversation and a strong relationship. The service enables you to provide better access to real (whole) foods at a lower cost to the community along with a support system around a lifestyle of healthy eating. The service provides you with the tools you need to slowly and efficiently transition into being more conscious of the food you provide to your community.
  4. 4. Why do your customers need your help? ...because they can’t do it alone. Phase 1: Phase 2: Phase 3: Phase 4: The Healthy Unhealthy Motivated Active Healthy Eater’s Journey Apathetic Early Learner Applier Sustainer Access to food is one of the greatest nutritional information, food pyramids, etc. barriers to eating healthy. As eaters move They are all sending a similar message along the healthy eating journey, access with different levels of engagement. “Eat Motivation to healthy food becomes more important more fruits and vegetables!” they say. to people because they begin to directlyNeeds along the journey seek out and explore a wider variety The list of services for healthy eaters is Information & Understanding of healthy foods. It quickly becomes much slimmer. Whole Foods Market, apparent that, due to a lack of services Trader Joe’s, Community Supported and social support, their biggest hurdle to Agriculture, Farmers’ Markets, Food Application Skills maintaining a healthy diet is accessibility Co-ops, and Community Gardens are to healthy food. A healthy eater can know spread across cities–maybe just one or two everything there is to know about eating per big city. For most of these resources, Access to Healthy Food right and be motivated to do so; but if whole food is either too expensive or she has to drive across town, shop at two inconveniently located. Also, where these grocery stores to get healthy food, pay services do exist, they enable the growing Phases 1, 2, and 3 all Motivation to eat healthy, Once an eater gets closer to double the cost, or simply settle for lower market of healthy eaters to opt out of the seek out the knowledge to successful maintenance, she still contain barriers that quality foods, she’s likely not going to local conventional grocery store. understand what is healthy, has a barrier to eating healthy. are matters of personal sustain success. and then apply that knowledge That barrier is access to the responsibility. Phase 4’s and motivation by cooking, healthy food itself. Currently, there’s an exhaustive list Deciding to eat healthy is barrier is a matter of tracking habits, and choosing of resources fulfilling the needs of a personal problem. Having healthier options are major community responsibility. individual undertakings. the apathetic, early learners, and the means to actually do it active appliers: an overabundance of is a community problem. motivational campaigns, informational books, health facts, commercials, newspaper articles, diet programs,
  5. 5. “The human animal is adapted to, and apparently can thrive The cheap, low a rise inon, an extraordinary range of different diets, but the Western Western cheap food processes quality foods + chemical unhealthy food consumption western Diet additives diseasediet, however you define it, does not seem to be one of them.” -Michael Pollan, 2008 lead to lead to leads to Over the past 150 years, the US Food of the main causes for the rise in western System has experienced dramatic changes diseases–obesity, heart disease, cancer, in an attempt to mass produce food so hypertension, stroke, diabetes, etc.* The that more people have access to it at a effort to make food cheap and convenient lower cost. Through industrializing farming has resulted in widespread disease–and practices and utilizing science to make that is a global problem. the growing, preparing, and transporting of food more widespread and efficient, we are able to produce more grain and It’s not just a personal problem beef than we ever have in farming history. and a community problem. The western diet that has materialized due to the industrialization of farming, It’s a global problem... while inexpensive and convenient, is high in fat, sugar, and empty calories. It is the only diet in the history of humankind that humans cannot thrive on. In fact, it is one *In 2001, NCDs [western diseases] accounted for 60% of the 56 million deaths annually and 47% of the global burden of disease. According to the World Health Organization (WHO), NCDs are largely a result of lifestyle choices–namely too much processed food and too little physical activity. (NCD Control 2010)
  6. 6. FoodConcious recasts your store as a community resource,...and this global problem impacts the quality of where whole foods are abundant and customers rely on youthe products you sell. to partner with them to create and sustain a healthier life.Since its inception in the mid-1800s, the Because of the state of the food system, foodconscious supports a balanced, food consumption over time. As membersgrocery store has evolved into the primary it’s important that the product you stock customer-driven progression towards the of the program, customers will promise yousource of food for individuals. In recent on your shelves is healthy for the public; stocking, consumption, and discounting that they will buy a larger proportion ofyears–due to food industrialization–this and not just for the health of the public, of healthier foods for the loyal health whole foods than processed foods. So longservice isn’t sufficient because it’s actually but for the viability of your business. But focused customers in the community. The as they do this, you will reduce the cost ofunhealthy for the public. As a grocery what can you do? You can’t just drastically service will start small and only be used by their whole food purchases. As customersstore owner, it’s not your fault this has change your product overnight or start the healthy eaters in your community. As it become more vested in the program, ahappened. Your grocery store is a stocking more healthy foods, on a whim. catches on and the healthy eaters benefit tighter bond and expectation will doing what a business does: from it, other eater types will be drawn in As they continue widening the gap of theirit sells products to people for profit. and their endeavors to be healthy will be whole food to processed food ratio, you more achievable. will continue discounting their whole food purchases.*One of the great challenges of conventional food providers With this service, customers will sign up astoday is to find a way to make whole food more accessible to members of the foodconscious program.more people–in proximity, cost, and availability. If achieved, They will then be able to give their input on the whole foods they’d like you to stock.whole food will be more practical to buy. Swipe cards will keep track of the ratio of each customer’s whole food to processed *Of course, there is a cap to the amount of discount an individual can have. The cap will be dependent on food wholesale cost and other factors to ensure you don’t lose money on the product.
  7. 7. foodconscious is a flexible cycle that grows along with the customers and the store. As more customers participate, the service will expand. Whatever needs may arise, supp u the service will adapt. pia ot ort Sito rds owa vis ua With foodconscious, you will gain: liz With foodconscious, your ues t e customers will gain: in> knowledge about your service cont customer community. > better access to healthy food in se their neighborhood grocery store. po buy o> new loyal customers. pr > a greater awareness of how> incentive for collaborating with start they shop for food and a better service your customers: revenue will promise promise strategy for shopping. increase as customers grow in abundance and loyalty and as > incentive beyond just the desire k stoc more whole foods turnover. to eat healthy: the longer they are ge an active participant, the greater an> a relationship with your ch the benefits they will receive. co customers that provides a unique lle ct customer-grocer experience. > a voice in the grocery store and stock buy products products open-ended customer-grocer and> a forward-thinking, trustworthy customer-customer conversation. reputation with the community change propose buil at large. what’s stocked new stu > the capability of suggesting u d and implementing activities that d> a higher status in the community; promise promise further advance the community to lower price to buy more you won’t just be a grocery store, towards Sitopia. rather, you’ll be a community track collect food hub interested in the well- and visualize whole food by > a flexible service tailored to their being of the people you serve. consumption over time purchasing over time needs and a grocery shopping experience like no other.> the potential for reduced- support build community building community cost access to whole food as > personalized visualizations of relationships with farmers and whole food to processed food other food resources strengthen. The Grocery Store The Customer Community consumption over time.
  8. 8. The food movement is growing. New servicesare rapidly emerging to address the problem.Do you want to be part of the changeor get left behind?
  9. 9. nds on What is depefoodconscious helps to pull your grocery store out of the failing supply bought at the grocerychain so that your community can take a leap towards Sitopia. de pe nd What’s in s on the kitchen fooCurrently, the grocery store d comodel is processed food focused. What isIt causes sickness in your non-healthy nsci available oncustomers and inconvenience for your to buy ndshealthy customers. If this continues into depe ousthe future, the health of your customersand your business is at stake. Your storewill diminish in the future and you won’t Broccoli cheddar flavored rice What’s the health depends onhave much to offer to your community. consumed determinesThe ideal grocery store model Rice with broccoli and cheddar cheese of youris whole food focused. Over time, whatever foods community are being consumed get moreIt allows all of your customers to be healthy, accessible and inexpensive and,happy, and live longer. If you start selling therefore more desirable to buy.more whole foods than processed foods,your customers will grow and your revenue What the grocerywill increase because you offer a service decides depthat no other store like you offers. to stock en ds on n Agriculture so and Industrial nd pe demand de The Consumption depe nds on What products are Supply and Demand Cycle available to stock
  10. 10. It’s important for you, the communitygrocer, to be foodconscious because:you want to engage your customers with the highquality foods that you sell, not just rope them inwith the occasional weekly want to offer your customers healthy wholefoods that your competitors do not. Will you do it?you want to bring in new customers and offer theman experience, not just a grocery shopping want to change the way your store is viewed asa company both within the community and at large.
  11. 11. ReferencesChrisotb. Grains, Ecuador 2006. Photograph. Flickr. Web. 12 Apr. 2011. <Chrisotb. Farmers Market Colors2009. Photograph. Flickr. Web. 12 Apr. 2011. <>.Feenstra, Gail. “Creating Space for Sustainable Food Systems: Lessons from the Field.” Agriculture and HumanValues 19 (2002): 99-106. Print.Hicks, James. Farmers’ Market 2010. Photograph. Flickr. Web. 12 Apr. 2011. <Hicks, James. Farmers’ Market2010. Photograph. Flickr. Web. 12 Apr. 2011. <>.Jane Rhee, Sarah. CSA Rocks! 2007. Photograph. Flickr. Web. 12 Apr. 2011. <>.jdoehling. One Lonely Sweet Pea Plant 2009. Photograph. Flickr. Web. 12 Apr. 2011. <jdoehling. OneLonely Sweet Pea Plant 2009. Photograph. Flickr. Web. 12 Apr. 2011. <>.Lindsay_NYC. Farmers Market Colors 2009. Photograph. Flickr. Web. 12 Apr. 2011. <Lindsay_NYC.Farmers Market Colors 2009. Photograph. Flickr. Web. 12 Apr. 2011. <>.“Noncommunicable Disease Control.” Encyclopedia of Public Health. Ed. Lester Breslow. Gale Cengage, 2002. 2006. 16 Apr, 2010Pollan, Michael. In Defense of Food: an Eater’s Manifesto. New York: Penguin, 2008. Print.Steel, Carolyn. “Chapter 7: Sitopia.” Hungry City: How Food Shapes Our Lives. London: Chatto & Windus,2008. Print.