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- 1. CONSUME WITH CARE Kelly Nash Social Impact by Design Status Update 11/03/2010
- 2. hunt statement How do we decide what meat to buy at the grocery?
- 3. interviews Giant Eagle 1 fish counter worker 1 customer Whole Foods 1 fish counter worker 1 meat counter worker 2 customers
- 4. interviews “john” Giant Eagle, fish counter What’s fresh? Is this wild or farmed? I’d like something new, do you have suggestions? Country of origin?
- 5. interviews “Zack” Whole Foods, fish counter Which fish has Omega 3s? Which fish have high mercury levels? Could you clarify whether I should be buying wild fish or farmed fish?
- 6. interviews “Owen” Whole Foods, meat counter Did this come from a local and sustainable farm? How do I cook this?
- 7. interviews Whole Foods, male customer I get a lot of advice from a friend who owns a farm. Organic Traceable to farm Cost
- 8. interviews Whole Foods, male customer only at home, buys my meat here Cost, but I’m not looking for cheapest what I haven’t had in a while, what I can make with ingredients I have use price to make my choice after I’ve narrowed down using other factors transition happened gradually, wasn’t always this way
- 9. survey 1 Primary considerations in meat purchases are cost and what people need to prepare a dish
- 10. survey 2 Brand and production techniques do not play a large role in our decision making process
- 11. survey 3 The two production techniques most valued by consumers are “organic” and “hormone free”
- 12. survey top three terms cage-free hormone-free organic next most popular local grass-fed farm-raised wild caught least familiar air chilled
- 13. 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 free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR audience & behavior
- 14. problem If we are choosing to consume meat, how can we make the most socially responsible choices?
- 15. socially responsible healthy for me healthy for the environment healthy for animals healthy for farmers, processors
- 16. statistic “Just three companies process over 80% of our beef; four companies process 60% of US chicken, and one corporation owns 90% of the seed supply.” community food security coalition
- 17. 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)
- 18. AN ALTERNATIVE air-chilled chicken AN ALTERNATIVE grass-fed beef belly bands
- 19. 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 free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR
- 20. counter reference cards IRRELEVANT BEGOOD 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. organic On 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.
- 21. 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 free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR counter reference cards • 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 BEST Antibiotics Hormones Vegetarian Diet Traceability to Farm Local Grass Fed Pasture Raised Not confined Barn roaming Inspected for Wholesomeness Grade A, B, C Minimally proceessed All natural “Federeal regulatons prohibit the use of horm poultry” Country of origin Cage free Free range air chilled Air Chill helps inhibit the spread of bacteria by keeping all of the chickens independent, and saves 30,000 gallons of chlorinated water every day re at
- 22. more interviews 1 unconscious consumer 1 conscious consumer 2 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 no meat or fish; eggs and dairy optional hormone free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR
- 23. action inaction aware, lots of knowledge unaware, little knowledge conscientious behaving as unconscious conscious behaving as conscious unconscious behaving as unconscious current 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 free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR
- 24. action inaction aware, lots of knowledge unaware, little knowledge conscientious behaving as unconscious conscious behaving as conscious unconscious behaving as unconscious current cost
- 25. desired action inaction aware, lots of knowledge unaware, little knowledge conscientious behaving as unconscious conscious behaving as conscious unconscious behaving as unconscious
- 26. vOUCHER government subsidized health insurance premium, utility bill, tax write-off voucher supports positive behavior does 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 free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR
- 27. 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 month meant 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 free cage free organic Where’s my meat coming from? Was it humanely raised and processed? vegetarian CONSCIENTIOUS consumer ACTIVIST consumer CONSCIOUS consumer AUDIENCE & BEHAVIOR