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CONSUME WITH CAREKelly NashSocial Impact by DesignStatus Update 11/03/2010
hunt statement
HOW dO WE dECIdE WHAT MEAT TO bUy AT THE gROCERy?
interviews
Giant Eagle1 fISH COUNTER WORkER 1 CUSTOMER
Whole Foods1 fISH COUNTER WORkER1 MEAT COUNTER WORkER2 CUSTOMERS
interviews
“john” Giant Eagle, fish counterWHAT’S fRESH? IS THIS WIld OR fARMEd? I’d lIkE SOMETHINg NEW, dO yOU HAvE SUggESTIONS? COUNTRy Of ORIgIN?
interviews
“Zack” Whole Foods, fish counterWHICH fISH HAS OMEgA 3S? WHICH fISH HAvE HIgH MERCURy lEvElS? COUld yOU ClARIfy WHETHER I SHOUld bE bUyINg WIld fISH OR fARMEd fISH?
interviews
“Owen” Whole Foods, meat counterdId THIS COME fROM A lOCAl ANd SUSTAINAblE fARM? HOW dO I COOk THIS?
interviews
Whole Foods, male customerI gET A lOT Of AdvICE fROM A fRIENd WHO OWNS A fARM. ORgANICTRACEAblE TO fARMCOST
interviews
Whole Foods, male customerONly AT HOME, bUyS My MEAT HERE COST, bUT I’M NOT lOOkINg fOR CHEApESTWHAT I HAvEN’T HAd IN A WHIlE, WHAT I CAN MAkE WITH INgREdIENTS I HAvEUSE pRICE TO MAkE My CHOICE AfTER I’vE NARROWEd dOWN USINg OTHER fACTORSTRANSITION HAppENEd gRAdUAlly, WASN’T AlWAyS THIS WAy
survey
1pRIMARy CONSIdERATIONS IN MEAT pURCHASES ARE COST ANd WHAT pEOplE NEEd TO pREpARE A dISH
survey
2bRANd ANd pROdUCTION TECHNIqUES dO NOT plAy A lARgE ROlE IN OUR dECISION MAkINg pROCESS
survey
3THE TWO pROdUCTION TECHNIqUES MOST vAlUEd by CONSUMERS ARE “ORgANIC” ANd “HORMONE fREE”
survey
top three termsCAgE-fREEHORMONE-fREEORgANIC
next most popularlOCAlgRASS-fEdfARM-RAISEdWIld CAUgHT
least familiarAIR CHIllEd
UNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
audience & behavior
problem
If WE ARE CHOOSINg TO CONSUME MEAT, HOW CAN WE MAkE THE MOST SOCIAlly RESpONSIblE CHOICES?
socially responsible
HEAlTHy fOR MEHEAlTHy fOR THE ENvIRONMENTHEAlTHy fOR ANIMAlS HEAlTHy fOR fARMERS, pROCESSORS
statistic
“JUST THREE COMpANIES pROCESS OvER 80% Of OUR bEEf; fOUR COMpANIESpROCESS 60% Of US CHICkEN, ANd ONE CORpORATION OWNS 90% Of THE SEEdSUpply.”cOmmUnIty FOOD SEcUrIty cOalItIOn
statistic
“THE U.N. fOOd ANd AgRICUlTURE ORgANIzATION (fAO) CONClUdEd THAT WORldWIdE lIvESTOCk fARMINg gENERATES 18% Of THE plANET’S gREENHOUSE gAS EMISSIONS — by COMpARISON, All THE WORld’S CARS, TRAINS, plANES ANd bOATS ACCOUNT fOR A COMbINEd 13% Of gREENHOUSE gAS EMISSIONS.”http://WWW.tImE.cOm/tImE/hEalth/artIclE/0,8599,1839995,00.html#IxZZ14aZKEyr7 (2006)
AN ALTERNATIVEair-chilled chicken
AN ALTERNATIVEgrass-fed beef
belly bands
belly bands
UNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
counter reference cards
1
2
• additonal questios you could ask • additonal questios you could ask • additonal questios you could ask
• additonal questios you could ask • additonal questios you could ask • additonal questios you could ask
IRRELEVANT BESTGOOD
AntibioticsHormonesVegetarian DietTraceability to FarmLocalGrass FedPasture RaisedNot con�nedBarn roamingInspected for WholesomenessGrade A, B, C Minimally proceessedAll natural “Federeal regulatons prohibit the use of hormones in poultry” Country of originCage freeFree range
air chilledAir Chill helps inhibit the spread of bacteria by keeping all of the chickens independent, and saves 30,000 gallons of chlorinated water every day
inspected for wholesomeness by us department of agriculture
The 1967 Wholesome Meat Act and the 1968 Wholesome Poultry Products Act require State inspection programs to be "at least equal to" the Federal inspection program.
organicOn foods like fruits and vegetables, look for a small sticker version of the USDA Organic label or check the signage in your produce section for this seal.
The word "organic" and the seal may also appear on packages of meat, car-tons of milk or eggs, cheese, and other single-ingredient foods.
meal with conventional beef
family favorites include beef stew or steak fajitas
meal with conventional pork
try a pork tenderloin with some fresh steamed vegetables
3 salad nicoise
a great way to enjoy vegetables accented with a tuna steak
4 day of rest
opt for vegetarian pizza with a fresh salad
5 meal with conventional chicken
buy a whole chicken and roast it with vegetables
UNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
counter reference cards
1
2
• additonal questios you could ask • additonal questios you could ask • additonal questios you could ask
• additonal questios you could ask • additonal questios you could ask • additonal questios you could ask
IRRELEVANT BESTGOOD
AntibioticsHormonesVegetarian DietTraceability to FarmLocalGrass FedPasture RaisedNot con�nedBarn roamingInspected for WholesomenessGrade A, B, C Minimally proceessedAll natural “Federeal regulatons prohibit the use of hormones in poultry” Country of originCage freeFree range
air chilledAir Chill helps inhibit the spread of bacteria by keeping all of the chickens independent, and saves 30,000 gallons of chlorinated water every day
inspected for wholesomeness by us department of agriculture
The 1967 Wholesome Meat Act and the 1968 Wholesome Poultry Products Act require State inspection programs to be "at least equal to" the Federal inspection program.
organicOn foods like fruits and vegetables, look for a small sticker version of the USDA Organic label or check the signage in your produce section for this seal.
The word "organic" and the seal may also appear on packages of meat, car-tons of milk or eggs, cheese, and other single-ingredient foods.
meal with conventional beef
family favorites include beef stew or steak fajitas
meal with conventional pork
try a pork tenderloin with some fresh steamed vegetables
3 salad nicoise
a great way to enjoy vegetables accented with a tuna steak
4 day of rest
opt for vegetarian pizza with a fresh salad
5 meal with conventional chicken
buy a whole chicken and roast it with vegetables
more interviews
1 UNCONSCIOUS CONSUMER1 CONSCIOUS CONSUMER2 CONSCIENTIOUS CONSUMERS
UNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
VOUCHERgovernment subsidized
health insurance premium, utility bill, tax write-off
action
inaction
aware, lots of knowledge
unaware, little knowledge
conscientious behaving as unconscious
conscious behaving as conscious
unconscious behaving as unconscious
currentUNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
VOUCHERgovernment subsidized
health insurance premium, utility bill, tax write-off
action
inaction
aware, lots of knowledge
unaware, little knowledge
conscientious behaving as unconscious
conscious behaving as conscious
unconscious behaving as unconscious
current
COST
desired
VOUCHERgovernment subsidized
health insurance premium, utility bill, tax write-off
action
inaction
aware, lots of knowledge
unaware, little knowledge
conscientious behaving as unconscious
conscious behaving as conscious
unconscious behaving as unconscious
vOUCHERgovernment subsidized
health insurance premium, utility
bill, tax write-off
voucher
SUppORTS pOSITIvE bEHAvIORdOES NOT pUNISH THOSE WITH fINANCIAl CONSTRAINTS
UNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
1 meal with conventional beef
family favorites include beef stew or steak fajitas
2 meal with conventional pork
try a pork tenderloin with some fresh steamed vegetables
3 salad nicoise
a great way to enjoy vegetables accented with a tuna steak
4 day of rest
opt for vegetarian pizza with a fresh salad
5 meal with conventional chicken
buy a whole chicken and roast it with vegetables
daily dinners
CARdS WITH dINNER SUggESTIONS fOR EACH dAy Of THE MONTHMEANT TO ENCOURAgE CONSUMpTION Of SUSTAINAbly RAISEd MEATS AlSO ENCOURAgES MEATlESS dAyS
UNCONSCIOUS consumer
price recipe need
buys meat on nearly every shopping trip, enough for meat in every dinner;eats meat at restaurants
buys meat on some shopping trips, enough for meat in 2–3 dinners a week;eats meat at restaurants
buys meat 1–2 times a month, maybe has meat 4 times a month;eats very little or no meat at restaurants
no meat or fish; eggs and dairy optional
hormone freecage freeorganic
Where’s my meat coming from?Was it humanely raised and processed?
vegetarian
CONSCIENTIOUS consumer
ACTIVIST consumer
CONSCIOUS consumer
AUDIENCE & BEHAVIOR
finally
qUESTIONSSUggESTIONS, plEASETHANk yOU