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M0RAN’S MARKETgood goods

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table of contents

abstractproblemsolution?

“healthy”game theorymindfulnessmoran’s marketbrandingbusiness componentscase studiesreferencescolophon

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Moran’s Market reevaluates the grocery store as an educational

experience in which Americans can reshape their relationship

with food. The market uses point of purchase information to

improve the customer’s experience, nutrition, mindfulness, and

confidence - getting back to healthy eating and living habits. By

subtly modifying preexisting grocery store components, such

as signage, packaging, environmental aspects, as well as take aways,

the decision for change is in the customer’s hands. They are well

equipped to make decisions, with information given at the exact

moment it is needed. Giving the customer control empowers

them to make the right choices and take charge of this weekly ritual.

Whether Buying, Planning, Cooking, or Eating, Moran’s Market

has a recommendation to help each customer live the Good Life.

Reenvisioning the Grocery Store to Reshape America

a thesis presented by kelly hendrickson

m0ran’s market

• • • 6 —

the Problem

1950 1970

30

40

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60

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America is in the midst of an obesity epidemic draining both

humanity and our national health-care budget. Brought on by

apathy, ease of indulging, and “eat-ertaining,” America is an

overweight nation. Few are raised in an area where the food on

the table was pulled from the ground. Looking towards the city,

the number of people eating poorly is saddening. Walking

painfully because of joints and children not being able to zipper

their Dora the Explorer coat. A humanitarian endeavor is needed

to seek help for those with an unhealthy relationship with food.

0BESITY RATE IN AMERICA

— 7 • • •

20121990

0BESITY RATE IN AMERICA

obesity incline factors:

� apathy towards health

� portion size increase

� processed and modified food

� pace of life

� lack of food knowledge

� loss of cooking know-how

� reduced importance on meal time

� stigma that “healthy” tastes bad

� no connection with where food comes from

• • • 8 —

THEN

— 9 • • •

NOW

• • • 10 —

IneffectIve camPaIgn SolutIonSAlthough these campaign solutions are very informative in their

own right and have ‘celebrity appeal’ on all accounts, at the end

of the day, they are ultimately not effective. This extends to their

web presence. There is plenty of information, yet the issue is that

when people are put into eating and food-buying situations, they

do not have the website handy. It is as if they are asking someone

to study for a food test. No wonder people are not receptive

to these campaigns.

— 11 • • •

community outreach programs

celebrity campaigns

sensationalized weight loss

Let’s MoveA campaign to end childhood obesity in the United States. Lead by First Lady, Michelle Obama.

Jamie Oliver’s Food RevolutionOliver’s attempt to reform the school lunch program to help America fight obesity.

the Biggest LoserA television show where contestants attempt to lose the most weight to earn a cash prize.

• • • 12 —

IneffectIve DeSIgn SolutIonSDesign has been utilized in an effort to assist people with

understanding and utilizing food and health information.

In all cases, the information is decontextualized. Even in the My

Plate solution, plate size is relative as well as portion size. Yet in

the more data driven solutions, consumers can not understand

numbers and measurements in relation to their food. Food is

an experience driven subject, and when put into a numerical

setting, it is no longer food to an eater. It becomes a hassle.

— 13 • • •

choose my plate

food pyramid

nutrition facts label

United States Department of AgricultureThe current nutrition guide depicting a place setting with a plate and glass divided into five food groups.

United States Department of AgricultureA triangular nutrition guide divided into sections to show the recommended intake for each food group.

U.S. Food and Drug AdministrationA label required on most packaged food that lists the percentage supplied of serving measurements and constituent elements compared to the daily recommended intake.

• • • 14 —

WhY are Some PeoPle healthY

— 15 • • •

WhIle otherS chooSe not to be?

So after all these unsuccessful attempts made by many people and organizations, there

is a glimmer of hope in the individuals who lead healthy lives. The people who take the extra

half hour to go to the farm. What inspires them to live a healthy life? Why are they the

minority? What enables them to be healthy and other not?

• • • 16 —

What Do farmerS SaY?Q. Why should people shop at a farm over a grocery store, why do you think the majority of people do not?a. Supporting local food supports jobs, supports the local

environment, and is healthier for you. Most people don’t care

and want convenience.

Q. for those that do shop at farms, what inspires them to shop at a farm over a grocery store? What keeps them coming back?a. People shop at our farm because we offer them a connection

to the land. they believe in what we’re doing and we have the

highest quality

Q. has your farm done anything to try to attain more customers? If so, can you please give some examples.a. More customers - farm festivals, fi eld trips for kids, ad in

edible boston, farmer’s markets, marketing through local

restaurants, and most importantly word of mouth. our

facebook page is pretty active too.

-Dianagreen meadows farms, hamilton ma

— 17 • • •

• • • 18 —

Q. Why should people shop at a farm over a grocery store, why do you think the majority of people do not?

Q. for those that do shop at farms, what inspires them to shop at a farm over a grocery store? What keeps them coming back?

a. Shopping at local farms can be a great way to feel

connected to your local farmers, the land, and the

food you eat. You’re also supporting a local business

and you’re helping to ensure that the farmland in

your community remains as an open space rather

than going into development. Finally, your food

choices can have a big impact on the environment,

so shopping at a sustainably managed local farm

can have a less negative environmental impact than

buying food at a grocery that has been shipped from

thousands of miles away. There are a lot of good reasons

that people shop more at grocery stores, though.

Convenience is a big reason - many people prefer

“one-stop” shopping and farm stands usually don’t

have nearly the variety of goods available. Also,

there is a perception that farm stands are more

expensive than grocery stores. This is sometimes

true, especially with meats, cheese and eggs (not

as true with produce), but you could also argue

that grocery store prices don’t always reflect the true

cost of producing the food you buy there (I mean

the cost to the environment, human health, animal

welfare, plus the fact that big commodity crop

growers receive government subsidies)

a. I think feeling a connection to a farm and it’s

farmers, and feeling like you are doing something

positive for your community is a big reason why

people continue to want to be shareholders at our

farm. I think they also know our vegetable shares

are a really good value and that what they get here

is fresher and generally tastier than what they

could get at the grocery store.

— 19 • • •

-Liseappleton farms, hamilton/ipswich ma

Q. has your farm done anything to try to attain more customers? If so, can you please give some examples.a. No. We have a 5 year

waitlist to get a vegetable

share, so we don’t need

(or want) to advertise.

• • • 20 —

What Do PeoPle SaY?to try and better understand the consumer at large, I decided to survey the market at large through an online survey. Posting on food blogs, social media, as well as emailing contacts, a large pool of responses was obtained.

These results were hopeful as it indicated that people do know what behaviors are healthy

and which behaviors are detrimental to health. Yet, the only behavior with a high percentile

was to sleep regularly, which is required for living. The less “required” a behavior is, the less

people participate.

behavIorSSleep regularly (70%)

eat a fruit/vegetable every day (58%)

exercise at least 3x a week (33%)

Watch 3+ hours of tv every day (27%)

Smoke (12%)

tanning sun or bed (3%)

— 21 • • •

Do You PrePare a grocerY lISt ?

Yes no Split right down the middle, preparing a grocery list speaks

towards the level to which a person cares about their grocery

shopping, ergo their health. Taking the few minutes to prepare

a list shows a concern and consideration for healthy choices.

toP PrIorItY In fooD nutritional content (42%)

Quick & easy food (21%)

Savings (21%)

getting all the ingredients (12%)

food’s background (3%)

While the majority of people said their focus in selecting food was nutritional content, a large

portion of people were mostly focused on obtaining quick and easy food or saving the most

money. This shows that the majority of people’s grocery shopping goals could be in a better

place. There is a balance needed between life convenience and nutritional benefits.

• • • 22 —

What IS healthY fooD?What does “healthy” really mean to the consumer? It seems as though

it is a “bad word.” If something is healthy it will taste bad, be expensive,

and make you a hippie. I think this stigma frightens many people as

well as makes them not listen nor care to any information sputtered

to them about “healthy food.” My research showed that people

were generally split on their opinions on healthy food,

positive versus negative.

— 23 • • •

flavorful

filling

earthy

comforting

dull

• • • 24 —

The drive by an individual to maximize rewards. Upon seeing

these rewards, the individual will wish to repeat those actions

to obtain the results again. Customers no longer believe that

what they eat can impact their mind, body, and spirit. They do

not trust the food they eat to act beneficially for them. And why

would they? The current market only pushes poor user experience

and poor products. There is no room for success on behalf of the

consumer. Until now.

Point of Purchase : the Grocery Store Experience

game the0ry

— 25 • • •

• • • 26 —

The act of bringing an individual’s full attention to the present

experience. When an individual is aware of their actions, they

make better decisions. It is pure human nature. Most grocery

stores today have created such a regimented and disassociated

system that customers robotically walks through, grabbing

things mindlessly from shelves. This system we have become

accustomed to has enabled the mass public to stop preparing

grocery lists, shopping every 3 weeks, and being fearful of “healthy”

food. By giving customers the power to be mindful of their food,

the customer’s wellbeing is back in their hands.


mindfulness

— 27 • • •

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— 29 • • •


• • • 30 —

A classic market utilizing point of purchase information

to improve the customer’s experience, nutrition, mindfulness,

and confidence. Getting back to healthy eating and living habits.

Moran’s Market encourages home cooked meals using food from

By re-envisioning the components that exist at every grocery

store nationwide, Moran’s Market guides customers in food

choices in an unobtrusive manner. Instead of giving them

information via advertisements, campaigns, or books which they

must study before forgetting it all while shopping, Moran’s

Market gives consumers the information while they are shopping.

Information is present during the entire shopping experience

from grabbing a shopping cart upon entering to your receipt when

leaving. This creates an awareness within the customer to the

actions they are making (Mindfulness). Customers are rewarded

for their mindfulness through earning Reward Points which

amount to coupons and discounts on healthy food and activities.

What

hoW

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• • • 32 —

— 33 • • •

There are many pre-existing aspects of grocery stores that can be

better utilized to educate and inform in real time. The first thing

people do when they enter the store - grab a carriage, maybe snag

a weekly flyer. They grab a number at the deli counter. They look

to aisle signs for direction. They obtain a receipt. There are so

many habitual actions that consumers do without thinking. These

components are the opportunity that has been missed by countless

campaigns, ads, movements, etc. Instead of asking a grocery

shopper to ‘study-up’ before they set foot into the store, Moran’s

Market guides them with all the information they need to make

good decisions continually. The success of Moran’s Market is the

partnership between store and customer, sharing the same goal.


user experience

• • • 34 —

— 35 • • •

America is the target audience, specifically 18–55 year old

shopping Americans. Although every American can benefit from

health and food education, the focus is given to those individuals

who do not know the basics of nutrition. This audience is typically

overweight and/or potentially suffering from maladies which

can be directly connected back to their diet and lifestyle. The more

knowledgeable shopper can still benefit from knowledge at the

point of purchase. While learning more about what is in season

and new recipes, the expert can gain experience while the novice

can gain knowledge. Whether expert of novice, Moran’s Market

utilizes devices that are subtle reminders to all. Even the most

expert of shoppers can purchase poor choices. Moran’s Market

is here to help everyone.

Targeting the American grocery store shopper

the audience

• • • 36 —

branDIng

inspiration

— 37 • • •

inspiration

• • • 38 —


M0RAN’S MARKET

PLAN � BUY � C00K � EAT

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M0RAN’S MARKETDELI


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PmS 185 c

PmS 368 c

PmS 3278 c

PmS 012 c

PmS 291 c

PmS 143 c

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Mrs. Eaves

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• • • 44 —

M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115

www.moransgoodlife.com

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REWARDSGood Life Good Life

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GOOD CHOICESGOOD PERKSGOOD LIFE




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— 45 • • •

For each healthy and fresh purchase a customer makes using their

Good Life Rewards Card, they earn points towards discounts

towards healthy activities (rock climbing, bicycling, etc.) or future

grocery orders. Positive rewards for positive choices.

Plangood life rewards Program

Good Life REWARDS



Good Life REWARDS



Good Life REWARDS



Good Life REWARDS



• • • 46 —

— 47 • • •

A folder given to each new customer when they join the Good

Life Rewards Program. Includes an explanation of the devices

throughout the store that aid with shopping, as well as their

membership cards and a few starter recipe cards.

plangood life rewards Program, Intro folder

Need some help getting a balanced diet? Look around

Moran’s and you’ll see some helpful tips around every

corner. Use our Cart Chart to help you purchase the

perfect proportions. Just fill up the colored regions

with the foods listed in the Chart. If you need help

finding where these foods our located, just look at our

handy map on our Carts. Don’t forget to check out the

health benefits our foods can make while you shop

- just look at our signs! If you need help remember-

ing portions, just check out our super easy guides on

the back of your deli ticket as well as your receipt. No

more guessing games, just good eating.

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MMMMMMMMMMMMMMMMMM AAAAAAAAAAAAAAAAAAAAAAAA RRRRRRRRRRRRRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKKK

REWARDSGood Life

..


Good Life REWARDS

Good Life REWARDS

Good Life REWARDS

Good Life REWARDS

Shop Til You Drop

GOOD EATING MAKES WAY FOR THE GOOD LIFE.Present at the time of purchase to start earning Good Life Points.

What to Look For : • Cart Chart

• Cart Map

• Moran’s Mark

• Good Life Rewards

• Health Benefit Signs

• Portion Guides

• Recipe Cardsthe back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No

more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.

• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark

• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards

• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe CardsM0RAN’S MARKET

VANILLA P0ACHED PEARS

1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12

4 PEARS, PEELED

1 VANILLA BEAN POD

1 CUP WHITE SUGAR

• Bring the water, wine, vanilla pot, and sugar to a boil in a medium sized pot.• Reduce the heat to low and submerge the pears for 30 minutes until tender.• Remove pears from liquid to cool• Let liquid simmer until syrupy.

1 BOTTLE WHITE WINE

1 CUP WATER

M0RAN’S MARKET1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12

SWEET P0TAT0 FRIES

SWEET POTATOTES

OLIVE OIL

SALT, COARSE

• Preheat the oven to 450°• Peel and slice potatoes into 1/4 inch long slices• Toss in just enough oil to coat• Sprinkle with salt• Bake 20 minutes until browning

M0RAN’S MARKET

CLASSIC BAKED CHICKEN

ONE WHOLE CHICKEN (6 LBS)

SOFTENED BUTTER

SALT & PEPPER

• Preheat the oven to 375°• Rinse and pat dry• Rub butter over chicken with your hands• Sprinkle with salt and pepper• Can add garlic & thyme for extra taste• Bake 1 ½ - 2 hours

SIDE DISH: SWEET POTATO FRIES

Check You OutCheck out your purchases with one of our Good Gro-

cers or at one of our Self Checkout Lanes. Don’t forget

to scan your Good Life card to start earning Reward

Points. They add up fast! Every time you buy a prod-

uct with Moran’s Mark, you earn points. The better the

mark, the more points earn. Get discounts on food

as well as discounts to some of our favorite sponsors.

Who knew eating apples could get you rock climbing?

Browse our wide selection of back to basics Good

Goods. Everything you want to find, and everything

you didn’t even know you wanted to find, all under

one roof. With some love from Jeannie Moran, dinner

is a breeze. Breakfast and dinner aren’t so bad either.

When you purchase one of our fruits, vegetables, or

What’s Cookin’ Good Lookin’

meats simply grab one of Jeannie’s Recipe Cards to

help plan a tasty meal with that product. Our recipes

are always under 6 ingredients and all available in

our Market, making the transition from our store to

your table as easy as ordering take out. They’re pretty

good, if we do say so.

At Moran’s Market… everything!

While recuperating from your recent rock climbing

adventure, take advantage of our grocery list on the back

of your latest receipt. Organized by sections in our store,

planning a grocery list saves time and money. Trust us.

• • • 48 —

GOOD CHOICES • GOOD PERKS • GOOD LIFE

Good Liferewards pr0gram

M0ran’s

We’re in the business of practicing what we preach (Jeannie taught us well). As a business we are giving America the help it needs. We are reshaping America’s relationship with food, one market at a time.

100 HAPPY STREET, BOSTON MA 02115

[email protected]

www.m0ransg00dlife.c0m

978-555-3210

J0in 0ur Team:

You’re our Number 1! To supply our shelves

with our ‘Good Goods,’ we need good vendors.

Companies who believe, like us, that America

needs a change. Companies who are fighting

the good fight with good ingredients and

good practices. It is a way of life.

We support you in your impression to our

customers. We encourage them to purchase

your goods through our Marking system. We

have three levels of “Moran’s Mark” ranking

our products from good - great - best based

on health. Our judgements are made on

a patented system, comparing calories, fat,

carbs, and protein for ultimate health. This

is a system designed to aid the customers

in making smart decisions quickly and efficiently.

Where you fit in:


How are we going to do this?Good question. Quite simply, by offering

people the food they know they should eat.

Healthy choices. Hearty choices. Good

choices. To help people adjust to this new

system, we educate and equip our customers

while they shop, giving them the tools they

need to not only eat, but cook healthy at home

and forever in life. Once the consumer

is given the power to make choices, they

notice a change in their life. They feel good.

There is a repeat customer, believing in us

and the goals we seek. They become the

demand for healthy food back in American

homes. They are the change.

How are we going to do this?How are we going to do this?How are we going to do this?How are we going to do this?

1. SupplyGOOD FOOD

2. Educate & EquipGUIDE, PLAN, TEACH (FOOD GROUPS, PORTIONS, RECIPES)

3. DemandHEALTH BENEFITS

1 - 2 - 3

— 49 • • •

A tri-fold brochure to encourage outside vendors to partake

in the Moran’s Market business model. By explaining the

problem at hand and the philosophies and research that

founded Moran’s Market, the vendor is asked to join the team.

plan business to business collateral, vendors

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Look around. Out of 5 people, 3 are overweight are obese. In the past 20 years, America’s obesity has skyrocketed, becoming a full blown epidemic.

We found that most people do not prepare a shopping

list before they head out to gather their groceries. In

addition, they do not create meal plans either. Both

these methods of preparation are shown to promote

healthy eating and behavior.

In addition, we found most people grocery shopped every

other week or every three weeks! Shopping this infrequently

limits the amount of fresh food that can be purchased

as well indicates grocery shopping as a low priority.

Perhaps most shockingly to us, we found that there were

mostly negative connotations associated with the word

“healthy” - people described “healthy food” as “dull,”

“earthy,” and “bad.”

When did healthy become such a bad thing?

Why this Works:

When an individual is aware of

their actions, they make better

decisions. Most grocery stores

have created such a

regimented and

disassociated system that

customers robotically walks

through, grabbing things

mindlessly from shelves. By

giving customers the power

to be mindful of their food, the

customer’s wellbeing is back

in their hands.

Founding Principles:

Customers no longer believe that what they eat

can impact their mind, body, and spirit. They do

not trust the food they eat to act beneficially for

them. And why would they? The current market

only pushes poor user experience and poor

products. There is no room for success on behalf

of the consumer. Until now.

MINDFULNESS

we did some research ourselves HOW DO PEOPLE GROCERY SHOP ?

THE ACT OF BRINGING AN INDIVIDUAL’S FULL ATTENTION TO THE PRESENT EXPERIENCE

- Cart Chart : Our patented grocery cart and basket

inlays which segment the grocery cart into the

recommended ratio of food groups to obtain

a balanced diet.

- Cart Map: A guide for the customer containing

a color coded (by food group) map of the store,

with an area specifically for their grocery list.

- Receipt (back) : A empty grocery l ist for the

customer to fill out and bring next time, also

contains a chart suggesting basic portion sizes.

- Product Signs: Our signs not only tell the

customer what the food is and price, but also

the health benefit of the product.

- Moran’s Mark: Our patented scale by which we

rate products from outside vendors. The system

compares calories, fat, carbs, and protein deeming

whether a product if good, great or best in our

health scale.

GAME THEORYTHE DRIVE TO MAXIMIZE REWARDS. ONCE REWARDS ARE MET, ACTIONS ARE REPEATED

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GOODCHOICE

GREATCHOICE

BESTCHOICE

• • • 50 —m

0ran s


TURN OVER FOR PORTION & LONGEVITY GUIDE

Enjoy our Good GoodsYou earned 6 Good Life Counts Points!

cheese crisps

parsley fl akes

olive oil

St0re #43, 100 Beac0n Street, B0st0n MA 02115

..

3, 2012 06:12 : .

GRAINS

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VEGETABLES

MEAT

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sourdough loaf

honey nut granola

water crackers

oranges, navel - 2.67 lb

kiwi - 3/$1.00

onions, 3lb bag

celery hearts

garlic

chicken legs, 2.35 lbs

skim milk, 1 gallon$3.98

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SUBTOTAL

TAX, 6.5%

TOTAL

$44.56

$2.90

$47.46

To learn more about Good Life Counts and our Good

Life Program, please visit www.moransgoodlife.com

• • • 50 —


cheese crisps

parsley fl akes


..

3, 2012 06:12 : .

GRAINS

FRUIT

VEGETABLES

MEAT

DAIRY

SNACKS

sourdough loaf

honey nut granola

water crackers


kiwi - 3/$1.00

onions, 3lb bag

celery hearts

garlic


skim milk, 1 gallon

GROCERIES

GRAINS

FRUIT

VEGGIES

MEAT

DAIRY

SNACKS


GRAINS FRUITS VEGGIES MEAT DAIRY

1 OZ6•DAY

½ CUP4•DAY

½ CUP4•DAY

5½ OZ1•DAY

1 CUP3•DAY

PORTION SIZES

— 51 • • •

m

0ran s




cheese crisps

parsley fl akes

olive oil


..

3, 2012 06:12 : .

GRAINS

FRUIT

VEGETABLES

MEAT

DAIRY

SNACKS





sourdough loaf

honey nut granola

water crackers


kiwi - 3/$1.00

onions, 3lb bag

celery hearts

garlic



$0.99

$4.99

$3.99

$5.97

$1.37

$5.87

$3.00

$3.99

$1.89

$0.30

$6.23

$1.99

SUBTOTAL

TAX, 6.5%

TOTAL

$44.56

$2.90

$47.46



As each customer will be receiving a receipt, we include a blank

grocery list on the back, color coded and divided by food groups

to encourage the customer to plan a balanced diet ahead of

their shopping trip.

plangrocery list

• • • 52 —

m0ran s

M A R K

m0ran s

M A R K

— 53 • • •

m0ran s

M A R K

m0ran s

M A R K

A color range from good, great, to best, Moran’s Mark helps

customers in making wise decisions on food produced by an

outside vendor. It is Moran’s Seal of Approval. Moran’s does

the work, so the customer doesn’t have to.

BUYQuality mark

• • • 54 —

FRUITFRUITFRUIT FRUITFRUITFRUITFRUITFRUIT FRUITFRUIT



FRUITFRUITFRUIT FRUITFRUIT

VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES

VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES

VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES

VEGETABLESVEGETABLESVEGETABLESGRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINSVEGETABLESGRAINSVEGETABLES

GRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINSVEGETABLESGRAINSVEGETABLES

GRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINSVEGETABLESGRAINSVEGETABLES

GRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINS

FRUITGRAINSFRUIT

FRUITGRAINSFRUITGRAINS GRAINSGRAINSGRAINSGRAINS

GRAINSGRAINSGRAINS GRAINS GRAINSGRAINSFRUITGRAINSFRUITGRAINS GRAINSGRAINSGRAINSGRAINS

GRAINSGRAINSGRAINS GRAINS GRAINSGRAINSFRUITGRAINSFRUITGRAINS GRAINSGRAINSGRAINSGRAINS

PROTEINPROTEIN PROTEINPROTEINPROTEIN PROTEINPROTEIN




PROTEIN PROTEINPROTEIN

DAIRYDAIRY DAIRYDAIRY DAIRYDAIRY



SNACKS

SNACKSSN

ACKS

SNACKSSN

ACKS

SNACKSSN

ACKS

SNACKS

SNACKS

GRAINS


While shopping feel free to use our basket guide. Fill these colored sections with the coordinating food to obtain a well balanced diet. Keep an eye out for Moran’s Mark, our seal of approval for Good Goods!

Welcome to the Good Life FRUIT

DAIRY

PROTEIN

SNACKS

VEGETABLES

— 55 • • •

FRUITFRUIT FRUITFRUITFRUITFRUIT FRUITFRUIT FRUITFRUIT



FRUITFRUIT FRUITFRUIT

VEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLESVEGETABLES VEGETABLESVEGETABLES

VEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLESVEGETABLES VEGETABLESVEGETABLES

VEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLES

VEGETABLESVEGETABLES VEGETABLESVEGETABLESGRAINS


While shopping feel free to use our basket guide. Fill these colored sections with the coordinating food to obtain a well balanced diet. Keep an eye out for Moran’s Mark, our seal of approval for Good Goods!

Welcome to the Good Life FRUIT

DAIRY

PROTEIN

SNACKS

VEGETABLES

By contextualizing the food group ratios, the customer can

easily see how their food choices compare to the suggested

choices, allowing them to make their own decisions. Also

provided within a carriage scenario.

BUYIn-basket food group Place mat

• • • 56 —

WWW.MORANSGOODLIFE.COMbecome part of our Good Life program MORAN’S MARKET, STORE #45 MARLBOROUGH, MA

m0ran s

M A R K

Look for our Seal of Approval

TO HELP MAKE THE BESTCHOICES FOR YOUR FAMILY

GOOD CHOICEGREAT CHOICEBEST CHOICE

m0ran s

M A R K

m0ran s

M A R K

MEAT MEAT

DELI & SEAF00D

JUIC

E JUIC

E

FRUIT

FRUIT

FRUIT

FRUIT VEG

VEG

VEG

VEG

CHEE

SE MEAT

BAKER

Y

BREAD

EGGS

DAIRY

CEREAL

GRAINS

snacks

snacks

snacks

prep

prep

healthh0use

fr0zen

fr0zen

f00ds

registers registersM0RAN’S MARKET

good goods

Grocery L�t

Need help making a list? Check the back ofyour reciept after purchasing for a guide!

Welcome

WWW.MORANSGOODLIFE.COM

— 57 • • •

WWW.MORANSGOODLIFE.COMbecome part of our Good Life program MORAN’S MARKET, STORE #45 MARLBOROUGH, MA

m0ran s

M A R K

Look for our Seal of Approval

TO HELP MAKE THE BESTCHOICES FOR YOUR FAMILY

GOOD CHOICEGREAT CHOICEBEST CHOICE

m0ran s

M A R K

m0ran s

M A R K

MEAT MEAT

DELI & SEAF00D

JUIC

E JUIC

E

FRUIT

FRUIT

FRUIT

FRUIT VEG

VEG

VEG

VEG

CHEE

SE MEAT

BAKER

Y

BREAD

EGGS

DAIRY

CEREAL

GRAINS

snacks

snacks

snacks

prep

prep

healthh0use

fr0zen

fr0zen

f00ds

registers registersM0RAN’S MARKET

good goods

Grocery L�t

Need help making a list? Check the back ofyour reciept after purchasing for a guide!

Welcome

WWW.MORANSGOODLIFE.COM

Human nature urges people to go towards the center of a room, so

by placing the good food in the center, it encourages purchasing of

these foods. This map can be attached to any cart, with a place for a

grocery list, to help the customer while shopping.

BUYStore configuration & map

• • • 58 —

m0ran s

M A R K

m0ran s

M A R K

m0ran s

M A R KM0RAN’S MARKET


1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12

4 PEARS, PEELED

1 VANILLA BEAN POD

1 CUP WHITE SUGAR

• Bring the water, wine, vanilla pod, and sugar to a boil in a medium sized pot.• Reduce the heat to low and submerge the pears for 30 minutes until tender.• Remove pears from liquid to cool• Let liquid simmer until syrupy.

1 BOTTLE WHITE WINE

1 CUP WATER

M0RAN’S MARKET1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12

SWEET P0TAT0 FRIES

SWEET POTATOTES

OLIVE OIL

SALT, COARSE


M0RAN’S MARKET



SOFTENED BUTTER

SALT & PEPPER



— 59 • • •

m0ran s

M A R K

m0ran s

M A R K

m0ran s

M A R KM0RAN’S MARKET


1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12

4 PEARS, PEELED

1 VANILLA BEAN POD

1 CUP WHITE SUGAR

• Bring the water, wine, vanilla pod, and sugar to a boil in a medium sized pot.• Reduce the heat to low and submerge the pears for 30 minutes until tender.• Remove pears from liquid to cool• Let liquid simmer until syrupy.

1 BOTTLE WHITE WINE

1 CUP WATER

M0RAN’S MARKET1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12

SWEET P0TAT0 FRIES

SWEET POTATOTES

OLIVE OIL

SALT, COARSE


M0RAN’S MARKET



SOFTENED BUTTER

SALT & PEPPER



Each fresh food is accompanied by a healthy recipe, changing

periodically. Always under 6 ingredients, all which can be found

within the market. The card also either tells which months that

food is in season, or suggests and appropriate side dish.

C00krecipe cards

• • • 60 —

m

0ran s




cheese crisps

parsley fl akes

olive oil


..

3, 2012 06:12 : .

GRAINS

FRUIT

VEGETABLES

MEAT

DAIRY

SNACKS





sourdough loaf

honey nut granola

water crackers


kiwi - 3/$1.00

onions, 3lb bag

celery hearts

garlic



$0.99

$4.99

$3.99

$5.97

$1.37

$5.87

$3.00

$3.99

$1.89

$0.30

$6.23

$1.99

SUBTOTAL

TAX, 6.5%

TOTAL

$44.56

$2.90

$47.46



MARKETgood goods

You earned 6 Good Life Counts Points!

cheese crisps

parsley fl akes

olive oil


..

3, 2012 06:12 : .



onions, 3lb bag



$0.99

$4.99

$3.99

$5.97

$1.37

$5.87

$3.00

$3.99

$1.89

$0.30

$6.23

$1.99

SUBTOTAL

TAX, 6.5%

TOTAL

$44.56

$2.90

$47.46


GROCERIESGRAINS

FRUIT

VEGGIES

MEAT

DAIRY

SNACKS


GRAINS FRUITS VEGGIES MEAT DAIRY

1 OZ6•DAY

½ CUP4•DAY

½ CUP4•DAY

5½ OZ1•DAY

1 CUP3•DAY

PORTION SIZES

— 61 • • •

By using common objects to express portion sizes instead of measuring

units, the customer can fully actualize an appropriate size. With

that, the customer is given how many times a day to each that serving

size. Eating the right food is no good if you are not eating it right.

EATPortion guides

m0r

an s

M R K

M0RAN’S MARKETDELI

TURN OVER FOR PORTION & LONGEVITY GUIDES

Enjoy our Good Deli GoodsA54 !

nnn ssss

RRR KK

MARKET







Enjoy our Good Deli Goods





Enjoy our Good Deli GoodsMEAT 1•2•3•4•5 DAYSCHEESE 1•2•3•4•5•6•7•8•9•10•11•12•13•14 DAYS

1 CUP3•DAY

5½ OZ1•DAY

DAIRYMEAT

FRESH SERVING

2 OZ1•DAY

2 OZ1•DAY

DAIRYMEAT

AT THE DELI

AT THE DELIFOOD LONGEVITY

PORTION SIZES

PORTION SIZES

• • • 62 —

— 63 • • •

• • • 64 —

— 65 • • •

• • • 66 —

— 67 • • •

Case Studies

let’s move & the president’s challenge America, 2010Let’s Move is an initiative launched by Michelle Obama, using comprehensive strategies and common sense aimed at raising a healthier generation. Resources are available for parents, kids, and schools to help foster a healthy environment that supports healthy choices. Following the footprints of the President’s Challenge, Let’s Move also encourages setting active lifestyle goals.

jamie oliver : ted 2008, food revolution campaign America & Europe, 1990s-2000sUsing his celebrity as a famous chef, Jamie Oliver calls for a change in our culture, primarily focused on instilling healthy eating habits in children from a family unit. He encourages changes in school lunches and education, as well as cooking at home, and eating around a dinner table. massachusetts department of public health & blue cross blue shield of massachusettsMassachusetts, 2007In an effort to understand collaborations between stakeholders such as academic institutions, state education agencies, and businesses (not health agencies), MDPH and BCBS launched an initiative focused on preventing childhood obesity. Similar to Healthy Choice (health care program), this initiative focused on increasing opportunities for physical activity and increasing knowledge on nutrition and fitness.

the classic food pyramid : united states department of agricultureAmerica, 1992The Food Pyramid depicted the recommended intake of various foods, broken down into 6/7 basic food groups. The first Food Pyramid was published in 1974 in Sweden. Though a visual ratio was glanceable, the actual amount of food had to measure in cups and ounces. nutrition plate / nutrition keys : michelle obama & eatwell plate (uk)America & Europe, 2011Based on the UK’s Eatwell Plate, Michelle Obama launched a Nutrition Plate as part of her Let’s Move Campaign. Using a reference point familiar to the country, the Nutrition Plate establishes the recommended ratios of daily food group intake, through the example of a single meal. The Nutrition Keys are an element of Let’s Move as well, moving the most vital information of packaged food to the front of the product in an easy to read manner. eat ‘em like junk food : a bunch of carrot farmersAmerica, 2010In an effort to make carrots “the official favorite food of everyone, everywhere,” a group of carrot farmers (Bolthouse Farms, A.F. Silveria & Son, Blackwell Land, LLC, and Borzini Farms) changed the packaging of their carrots to look like that of junk food, like Doritos. Lead by an ex-Coca Cola exec, they used packaging, commercials, and print advertisements to target all ages and genders.

• • • 68 —

— 69 • • •

Be Love Farm, California, 2012

The Center for Mindful EatingClatskanie, Oregon

Julia Child

CSA, Community Sustained AgricultureGreen Meadows Farm, Hamilton MA

the Examiner, 2010Teaching Nutrition with Game Theory to Sacramento’s Kids in School Cafeterias

Fergus Henderson, 2004“Nose to Tail Eating”“The Whole Beast”

Gratitude Cafe, California, 2012

Hobby Farms.com, 2011

David A. Kessler“Conditioned Hypereating”

“5 Modern Ways to Show Food Gratitude” #foodthanks

Dr. Monteiro, World Nutrition Journal, 2010 “Commentary: The big issue is ultra processing”

Native American philosophy“Love food in every stage of it’s life”

The New York Times, 2009XXXL : Why are Americans Fat?

Jenna Norwood, Raw foodism (rawism)“Supercharge Me! 30 Days Raw”

Jamie Oliver - TED Talk, February 2010

Michael Pollan, the Daily Show, January 4, 2010“Food Rules”

Smarter Lunchrooms Campaign, 2011

Martha Stewart

Terry Walters, Eat Seasonal Philosophy“Clean Food,” 2009“Clean Start,” 2010

References

• • • 70 —

— 71 • • •

Colophon

creationKelly HendricksonMassachusetts College of Art and DesignSpring 2012

fabrication Adobe InDesign CS4Shutterfly, USA typographic commendationMarket DecoMr. EavesMrs. Eaves

• • • 72 —


M0RAN’S M

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good goods

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