Status update101102

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