The document discusses the foodconscious service, which aims to help grocery stores transition towards a whole foods focus and become a community resource. It argues that the current industrial food system has led to a Western diet that is unhealthy and a major cause of diseases. The foodconscious service would track customers' whole food to processed food purchases over time and lower prices for whole foods as customers increase their whole food ratio. This would give customers better access to healthy options and incentive to shop healthier. It would also benefit grocery stores by building loyalty and improving their role in the community.

2. foodconscious
Sarah Calandro Masters of Design Candidate,
Communication Planning and Information Design
Stacie Rohrbach, Thesis Advisor
Carnegie Mellon University, 2011

3. What would it be like if your grocery store had
bins of freshly delivered food straight from the farm
instead of aisles of boxed convenience foods?
What if your grocery store was more like
a farmers market? Or a community garden?
What if grocery shopping was more about buying
ingredients for cooking rather than pre-prepared The food movement* is shifting
meals 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 whole
What 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 we
was 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)

4. 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.

5. 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 directly
Needs 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,

6. “The human animal is adapted to, and apparently can thrive
The cheap, low
a rise in
on, an extraordinary range of different diets, but the Western Western
cheap food
processes
quality foods
+ chemical
unhealthy food
consumption
western
Diet additives
disease
diet, 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)

7. 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 you
the 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 members
grocery 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 you
source 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 of
years–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 long
service 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 of
unhealthy 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 customers
store 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, a
happened. Your grocery store is a stocking more healthy foods, on a whim. catches on and the healthy eaters benefit tighter bond and expectation will develop.
business doing what a business does: from it, other eater types will be drawn in As they continue widening the gap of their
it 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 as
today 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.

9. 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.

10. The food movement is growing. New services
are rapidly emerging to address the problem.
Do you want to be part of the change
or get left behind?

11. nds on What is
depe
foodconscious helps to pull your grocery store out of the failing supply bought at the
grocery
chain so that your community can take a leap towards Sitopia. de
pe
nd
What’s in s on
the kitchen
foo
Currently, the grocery store
d co
model is processed food focused.
What is
It causes sickness in your non-healthy
nsci
available
on
customers and inconvenience for your to buy
nds
healthy customers. If this continues into
depe
ous
the future, the health of your customers
and your business is at stake. Your store
will diminish in the future and you won’t
Broccoli cheddar flavored rice
What’s the health
depends on
have much to offer to your community.
consumed
determines
The ideal grocery store model Rice with broccoli and cheddar cheese
of your
is whole food focused.
Over time, whatever foods community
are being consumed get more
It 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
grocery
will increase because you offer a service decides
dep
that 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

14. It’s important for you, the community
grocer, to be foodconscious because:
you want to engage your customers with the high
quality foods that you sell, not just rope them in
with the occasional weekly special.
you want to offer your customers healthy whole
foods that your competitors do not.
Will you do it?
you want to bring in new customers and offer them
an experience, not just a grocery shopping trip.
you want to change the way your store is viewed as
a company both within the community and at large.

15. References
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Feenstra, Gail. “Creating Space for Sustainable Food Systems: Lessons from the Field.” Agriculture and Human
Values 19 (2002): 99-106. Print.
Hicks, James. Farmers’ Market 2010. Photograph. Flickr. Web. 12 Apr. 2011. <Hicks, James. Farmers’ Market
2010. Photograph. Flickr. Web. 12 Apr. 2011. <http://www.flickr.com/photos/gonetomorrow00/5077282932/>.
Jane Rhee, Sarah. CSA Rocks! 2007. Photograph. Flickr. Web. 12 Apr. 2011. <http://www.flickr.com/photos/
sierraromeo/541049922/>.
jdoehling. One Lonely Sweet Pea Plant 2009. Photograph. Flickr. Web. 12 Apr. 2011. <jdoehling. One
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kaboodler/3647377369/>.
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Farmers Market Colors 2009. Photograph. Flickr. Web. 12 Apr. 2011. <http://www.flickr.com/photos/
lindslurd/3636419295/>.
“Noncommunicable Disease Control.” Encyclopedia of Public Health. Ed. Lester Breslow. Gale Cengage, 2002.
eNotes.com. 2006. 16 Apr, 2010
Pollan, Michael. In Defense of Food: an Eater’s Manifesto. New York: Penguin, 2008. Print.
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2008. Print.