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How can we raise kids' awareness of the benefits of fresh food so they can make better choices? Read the challenge brief

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Farmer's Market Meets Fast Food!

If farmer's markets selling fresh fruits and vegetables played by the same rules as fast food restaurants - convenient, fast, heavily branded, heavily advertised and visually fun - kids might be drawn to them and more interested in eating there.
Develop a chain of branded farmer's markets positioned to compete against fast food restaurants for kid's attention. Each 'Grow2Go' (working title) store would sell fruits and vegetables collected from local farmers. This would be especially helpful in suburban and rural areas that don't have easy access to farmer's markets. Stores would use the same vocabulary as popular fast food chains, featuring bold graphics and signage, casual indoor seating and drive-thru service. In addition they would also have a farm stand of daily delivered fruits and vegetables and a roof garden for added visual impact. 'Grow2Go' would look like a fun fast food restaurant, and be as convenient, but offer fresh and healthy food.
With the supply of locally grown produce 'Grow2Go' would then also make food to sell at their in-store counter or drive-thru windows. There could be a 'Grow2Go' line of fruit smoothies - think locally sourced Jamba Juice. There could also be a line of vegetable based smoothies, maybe putting a modern twist on traditional cold gazpacho soups. Flavors could include, tomato / melon, garden gazpacho, cantaloupe / almond, etc. Hot menu items could include corn on the cob with chili and lime, veggie burgers, sweet potato fries, grilled eggplant, etc.
By centralizing the organization 'Grow2Go' will be able to offer fresh fruits and vegetables in a highly branded and advertised form, making the typically 'grass-roots' look of independent farmer's markets more interesting and visually appealing to kids.

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Food Knowledge - To what extent is this concept teaching people about food knowledge?

2

Cooking - Is this concept focused on getting people to cook?

3

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Matt Currie

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October 21, 2010, 04:28AM
Great reinvention of the fast food experience!
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Demian Repucci

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September 07, 2010, 10:14PM
Arjan, Thanks for the very kind comment! This 'Grow2Go' concept would take some development, but I think there is definitely some opportunity there for expansion. And I agree - the OpenIDEO platform is great for suggesting build ideas for other people's inspirations and concepts. I know for myself, my creativity is catalyzed by the creative ideas of others, (heart shaped vegetables - I love it! :) ) so I have really been enjoying OpenIDEO. Hopefully we will be able to end up with a concept that can make a difference. Thanks again!
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Arjan Tupan

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September 07, 2010, 03:30PM
That is one of the fun things of this platform, discussing ideas and getting to other ones. How about the best Turkey stuffings workshop for Thanksgiving? Or seductive herbs for Valentine's day? (I once made a special love-themed menu for friends who had just got engaged, with rose-spoom and heart-shaped vegetables).
Anyway, I think this is one of the best concepts so far.
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Demian Repucci

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September 06, 2010, 04:02PM
Arjan, great point! I seem to remember McDonald's birthday parties too (though not ever getting to go to one...;) ). This is a key factor to think about in regards to fast food brands - their ability to appeal in one way or other to just about every age group. Kids get Happy Meals, parties and play areas, teens get a place to eat junk food, hang out with their friends and cause trouble, grown ups get a quick, convenient and cheap fat/salt/sugar fix and seniors get a place to have coffee and visit with their friends. For this 'Grow2Go' concept to truly impact the communities it is in and compete with established fast food restaurants it will need to also appeal to multiple age groups. And birthday parties for kids would be a great feature.
In addition to birthday parties, 'Grow2Go' could do pumpkin carving contest parties, smoothie-making demonstrations for older people, vegetable gardening workshops in the roof garden, etc., etc. There are lots of opportunities here to spread the word about healthy food and locally grown produce, And all could be branded and advertised to the public in a way that competes with typical, and let's face it tired, fast food.
Thanks again for the comment!
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Arjan Tupan

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September 06, 2010, 06:16AM
This reminded me also of something that a lot of kids did when I was growing up (admitted: quite a long time ago): celebrating their birthdays at the local McDonalds. With a visit to the kitchen to see how a hamburger is assembled and of course loads of happy meals and milkshakes. Imagine the possibilities of having a kid's birthday party at a Grow2Go.
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Demian Repucci

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September 06, 2010, 04:14AM
Arjan, Thanks for the comment! I agree. I would bet that the nearest farmer's market is probably not on most teenager's radar. I think a consolidated branding and marketing effort could do wonders for the visibility of farmer's markets not only with the general public but also with younger people. And if these stores offered healthy food in a highly marketed / branded / slickly advertised way, much like fast food restaurants, teens might be swayed to opt for this instead of fatty fast food when going with friends to hang out and get something to eat. Thanks again!
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Arjan Tupan

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September 05, 2010, 04:04PM
Great idea. Most current farmer's markets have well-to-do adults as their main target audience. Bringing good food to teenagers in this way could definitely work.
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