In the last decades, there has been a rise in consciousness on the importance of good nutrition and the responsibility that individuals have to provide themselves with good food. Organic food is not accessible to everyone, being restricted to those who can actually afford it. Supermarket chains and other big companies benefit from the organic food market and conscious customers, but don’t actually solve the situation — they just make the gap and the impact bigger with unsustainable models.
So,
How Might We help communities access the seasonal produce of their region, fueling fair and honest relationships between producers and customers while ensuring food safety for all?
To understand pain points of our user's I conducted survey and interviews.
This is what they said:
“I am skeptical about sustainability labels. I think it is just an excuse to make products more expensive.”
“I understand that shopping in large supermarket chains is generally not a sustainable way, but let's face it, it's easier.”
“I like to eat organic food, but I can always afford to pay the high prices.”
After analyzing our data from interview, we understood pain points of the user : trustability, accessibility and price. They have no time to look at local producers and contact them.