Moran's Market by Kelly Hendrickson

good goods

M0RAN’S MARKET REENVISIONING THE GROCERY STORE TO RESHAPE AMERICA

M0RAN’S MARKET good goods

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table of contents abstract problem solution? “healthy” game theory mindfulness moran’s market branding business components case studies references colophon

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5 6 10 14 24 26 28 36 44 67 69 71

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m0ran’s market Reenvisioning the Grocery Store to Reshape America 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.

a thesis presented by kelly hendrickson

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60 50

the Problem 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 1950

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1970

obesity incline factors: � pace of life � apathy towards health � portion size increase � processed and modified food � 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

RATE IN AMERICA 1990

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2012

THEN

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NOW — 9 •••

IneffectIve camPaIgn SolutIonS Although 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.

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community outreach programs Let’s Move A campaign to end childhood obesity in the United States. Lead by First Lady, Michelle Obama.

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

sensationalized weight loss the Biggest Loser A television show where contestants attempt to lose the most weight to earn a cash prize.

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IneffectIve DeSIgn SolutIonS Design 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.

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

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

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

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WhY are Some PeoPle healthY

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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?

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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, field 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. -Diana green meadows farms, hamilton ma

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Q. Why should people shop at a farm over a grocery store, why do you think the majority of people do not? a. Shopping at local farms can be a great way to feel Convenience is a big reason - many people prefer connected to your local farmers, the land, and the

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

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

have nearly the variety of goods available. Also,

and you’re helping to ensure that the farmland in

there is a perception that farm stands are more

your community remains as an open space rather

expensive than grocery stores. This is sometimes

than going into development. Finally, your food

true, especially with meats, cheese and eggs (not

choices can have a big impact on the environment,

as true with produce), but you could also argue

so shopping at a sustainably managed local farm

that grocery store prices don’t always reflect the true

can have a less negative environmental impact than

cost of producing the food you buy there (I mean

buying food at a grocery that has been shipped from

the cost to the environment, human health, animal

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

welfare, plus the fact that big commodity crop

that people shop more at grocery stores, though.

growers receive government subsidies)

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

farm. I think they also know our vegetable shares

farmers, and feeling like you are doing something

are a really good value and that what they get here

positive for your community is a big reason why

is fresher and generally tastier than what they

people continue to want to be shareholders at our

could get at the grocery store.

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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.

-Lise appleton farms, hamilton/ipswich ma

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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.

behavIorS Sleep 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%) 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.

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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.

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.

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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.

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flavorful filling earthy comforting dull — 23 • • •

game the0ry Point of Purchase : the Grocery Store Experience 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.

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mindfulness Point of Purchase : the Grocery Store Experience 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.

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M0RAN’S • • • 28 —

MARKET good goods

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What 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

hoW 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.

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user experience Point of Purchase : the Grocery Store Experience 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.

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t h e au d i e n c e Targeting the American grocery store shopper 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.

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branDIng

inspiration

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inspiration

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M0RAN’S MARKET good goods

M0RAN’S MARKET PLAN � BUY � C00K � EAT

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M0RAN’S MARKET good goods

M0RAN’S MARKET DELI

M0RAN’S MARKET good goods

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Good Life

M0RAN’S MARKET

REWARDS GOOD CHOICES GOOD PERKS GOOD LIFE

If found, drop in any mail box. Postage is guaranteed. Moran’s Market, 100 Happy Street, Boston,  02115 www.moransgoodlife.com

..

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Good Life

M0RAN’S MARKET

REWARDS GOOD CHOICES GOOD PERKS GOOD LIFE

If found, drop in any mail box. Postage is guaranteed. Moran’s Market, 100 Happy Street, Boston,  02115 www.moransgoodlife.com

..

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M0RAN’S MARKET

REWARDS GOOD CHOICES GOOD PERKS GOOD LIFE

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If found, drop in any mail box. Postage is guaranteed. Moran’s Market, 100 Happy Street, Boston,  02115 www.moransgoodlife.com

Good Life REWARDS

Good Life

REWARDS

M0RAN’S MARKET

If found, drop in any mail box. Postage is guaranteed. Moran’s Market, 100 Happy Street, Boston,  02115 www.moransgoodlife.com

Plan good life rewards Program 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.

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Shop Til You Drop

What’s Cookin’ Good Lookin’

Need some help getting a balanced diet? Look around Moran’s and you’ll see some helpful tips around every

VANILLA P0ACHED PEARS

SWEET P0TAT0 FRIES

CLASSIC BAKED CHICKEN

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

SWEET POTATOTES

ONE WHOLE CHICKEN (6 LBS)

1 VANILLA BEAN POD 1 CUP WATER

OLIVE OIL

SOFTENED BUTTER

1 CUP WHITE SUGAR

SALT, COARSE

SALT & PEPPER

• 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.

• 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

• 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

4 PEARS, PEELED

finding where these foods our located, just look at our health benefits our foods can make while you shop

What to Look For :

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

• Cart Chart

ing portions, just check out our super easy guides on

• Cart Map

• Portion Guides

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

• Moran’s Mark

• Recipe Cards

more guessing games, just good eating.

• Good Life Rewards

• Health Benefit Signs

1 BOTTLE WHITE WINE

M0RAN’S MARKET

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

SIDE DISH: SWEET POTATO FRIES

At Moran’s Market… everything!

GOOD EATING MAKES WAY FOR THE GOOD LIFE.

Browse our wide selection of back to basics Good

meats simply grab one of Jeannie’s Recipe Cards to

Goods. Everything you want to find, and everything

help plan a tasty meal with that product. Our recipes

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

are always under 6 ingredients and all available in

one roof. With some love from Jeannie Moran, dinner

our Market, making the transition from our store to

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

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

When you purchase one of our fruits, vegetables, or

good, if we do say so.

Check You Out

Present at the time of purchase to start earning Good Life Points.

Check out your purchases with one of our Good Gro-

REWARDS GOOD CHOICES GOOD PERKS GOOD LIFE

..

REWARDS

Good Life

cers or at one of our Self Checkout Lanes. Don’t forget to scan your Good Life card to start earning Reward

REWARDS

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

Good Life m

Good Life

0 r an

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

Good Life REWARDS

mark, the more points earn. Get discounts on food

Good Life

as well as discounts to some of our favorite sponsors.

REWARDS

Who knew eating apples could get you rock climbing?

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.

plan good life rewards Program, Intro folder 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.

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How are we going to do this?

Where you fit in:

Good question. Quite simply, by offering

You’re our Number 1! To supply our shelves

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.

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

Good Life M0ran’s

rewards pr0gram

GOOD CHOICES • GOOD PERKS • GOOD LIFE

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.

1-2-3 1. Supply GOOD FOOD

2. Educate & Equip GUIDE, PLAN, TEACH

J0in 0ur Team: inf0@m0ransmarket.c0m www.m0ransg00dlife.c0m 978-555-3210

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.

(FOOD GROUPS, PORTIONS, RECIPES)

3. Demand HEALTH BENEFITS 100 HAPPY STREET, BOSTON MA 02115

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M0RAN’S MARKET good goods

Why this Works: 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.

Founding Principles: MINDFULNESS 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. Most grocery stores

have created such a regimented and

we did some research ourselves HOW DO PEOPLE GROCERY SHOP?

We found that most people do not prepare a shopping

GAME THEORY

n a s r

THE DRIVE TO MAXIMIZE REWARDS. ONCE REWARDS ARE MET, ACTIONS ARE REPEATED

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

disassociated system that

products. There is no room for success on behalf

customers robotically walks

of the consumer. Until now.

through, grabbing things

- Product Signs: Our signs not only tell the

mindlessly from shelves. By

customer what the food is and price, but also

list before they head out to gather their groceries. In

giving customers the power

addition, they do not create meal plans either. Both

to be mindful of their food, the

these methods of preparation are shown to promote

customer’s wellbeing is back

rate products from outside vendors. The system

healthy eating and behavior.

in their hands.

compares calories, fat, carbs, and protein deeming whether a product if good, great or best in our

In addition, we found most people grocery shopped every

- Cart Chart : Our patented grocery cart and basket

other week or every three weeks! Shopping this infrequently

inlays which segment the grocery cart into the

contains a chart suggesting basic portion sizes.

MARK

GOOD CHOICE

GREAT CHOICE

MARK

MAR

customer to fill out and bring next time, also

When did healthy become such a bad thing?

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- Receipt (back) : A empty grocery list for the

“earthy,” and “bad.”

0 ran

with an area specifically for their grocery list.

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

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mostly negative connotations associated with the word

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

recommended ratio of food groups to obtain a balanced diet. - Cart Map: A guide for the customer containing

Perhaps most shockingly to us, we found that there were

health scale.

limits the amount of fresh food that can be purchased as well indicates grocery shopping as a low priority.

the health benefit of the product. - Moran’s Mark: Our patented scale by which we

BEST CHOICE

plan business to business collateral, vendors 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.

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G RO C E G RA IN

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DA IRY S N AC K

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garlic M E AT 5 lbs legs, 2.3 chicken

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MARKET ’S N A R 0 M good

goods

DA IRY n k, 1 gallo skim mil S S N AC K risps e ch ese c es

$3.99 $5.97 $1.37 $5.87 $3.00 $3.99 $1.89 $0.30 $6.23 $1.99 $3.98 $0.99 $4.99

plan grocery list 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.

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MARK

a r 0 n

MARK

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a r 0 n

MARK BUY

Quality mark 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.

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SNACKS SNACKS SNACKS SNA

SNACKS

DAIRYGRAINS DAIRY GRAINS GRAINS VEGET DAIRY DAIRY VEG GRAINS DAIRY GRAINS GRAINS GRAINS VEGETABLE DAIRYGRAINS DAIRY GRAINS GRAINS VEGE DAIRY DAIRY VEGETABLES GRAINS GRAINS GRAINS DAIRY DAIRY GRAINS GRAINS GRAINSVEGETA DAIRY DAIRY VEGETABLE GRAINS GRAINS PROTEINGRAINS PROTEIN VEGE GRAINS PROTEIN PROTEIN GRAINS GRAINSFRUIT F PROTEINGRAINS PROTEIN GRAINSFRUIT GRAINS FRU M 0 RAN’S MARKET PROTEIN PROTEIN GRAINS GRAINS GRAINS FRUIT F PROTEINGRAINS PROTEIN GRAINS GRAINS FRUIT FRU PROTEIN PROTEIN GRAINS GRAINS GRAINS FRUIT F PROTEIN PROTEIN Welcome to the Good LifeFRUIT GRAINS GRAINS GRAINS FRU PROTEIN PROTEIN PROTEIN F GRAINS GRAINS GRAINS FRUIT F PROTEIN PROTEIN good goods

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!

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TABLES VEGETABLES GETABLES ES VEGETABLES ETABLES VEGETABLES S VEGETABLES TABLES VEGETABLES ES VEGETABLES ETABLES VEGETABLES FRUIT FRUIT UIT FRUIT FRUIT FRUIT FRUIT UIT FRUIT FRUIT FRUIT FRUIT BUY UIT FRUIT FRUIT In-basket food group Place mat FRUIT FRUIT FRUIT

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.

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M0RAN’S MARKET

pre

GRA Need help making a list? Check the back of your reciept after purchasing for a guide!

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FRUIT

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FRUIT

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FRUIT

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TO HELP MAKE THE BEST CHOICES FOR YOUR FAMILY

DAIRY

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 

Grocery List

Welcome

registers

good goods

MARK

BEST CHOICE

GREAT CHOICE

GOOD CHOICE

EGGS

become part of our Good Life program WWW.MORANSGOODLIFE.COM

MORAN’S MARKET, STORE #45

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DELI & SEAF00D

WWW.MORANSGOODLIFE.CO

registers

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Store configuration & map 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.

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SWEET P0TAT0 FRIE

VANILLA P0ACHED PEARS

4 PEARS, PEELED

ra m0 n

1 BOTTLE WHITE WINE

1 VANILLA BEAN POD 1 CUP WATER

• 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.

OLIVE OIL

1 CUP WHITE SUGAR

SWEET POTATOTES

M0RAN’S MARKET

SALT, COARSE

r 0 m

• 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

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CLASSIC BAKED CHICKEN

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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

SOFTENED BUTTER

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ONE WHOLE CHICKEN (6 LBS)

M0RAN’S MARKET SIDE DISH: SWEET POTATO FRIES

C00k recipe cards 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.

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V EG G IE S

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EAT Portion guides 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.

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Case Studies let’s move the president’s challenge

& America, 2010 Let’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.

America, 1992 The 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)

jamie oliver : ted 2008, food revolution campaign

America & Europe, 1990s-2000s Using 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 massachusetts

the classic food pyramid : united states department of agriculture

Massachusetts, 2007 In 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.

America & Europe, 2011 Based 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 farmers

America, 2010 In 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.

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References Be Love Farm, California, 2012

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

The Center for Mindful Eating Clatskanie, Oregon

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

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

CSA, Community Sustained Agriculture Green Meadows Farm, Hamilton MA the Examiner, 2010 Teaching Nutrition with Game Theory to Sacramento’s Kids in School Cafeterias Fergus Henderson, 2004 “Nose to Tail Eating” “The Whole Beast”

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

Gratitude Cafe, California, 2012 Martha Stewart Hobby Farms.com, 2011 David A. Kessler “Conditioned Hypereating”

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

“5 Modern Ways to Show Food Gratitude” #foodthanks

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Colophon creation

Kelly Hendrickson Massachusetts College of Art and Design Spring 2012

fabrication

Adobe InDesign CS4 Shutterfly, USA

typographic commendation Market Deco Mr. Eaves Mrs. Eaves

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M0RAN’S MARKET good goods

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good goods

M0RAN’S MARKET REENVISIONING THE GROCERY STORE TO RESHAPE AMERICA