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How might we better connect food production and consumption?

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Redesign the supermarket layout based on food miles... UPDATED

(Initial concept is below) ** Update** Since building upon this concept through some intense brainstorming with everyone at the OpenIDEO workshop in Brisbane, this concept has developed into 'The Super Challenge: An Australian Event', which (as shown in the diagram below) is a multimedia extravaganza to bring Aussie supermarkets (in a positive light) into a public forum through the media to engage in the conversation: what does the supermarket of the future look like? How can the supermarket support local food production? Pairing up supermarket retailers with designers, this event would be held in a public space or art space, in which the future supermarket would be brainstormed/designed/prototyped during a live event. This event would be filmed by Australian TV and developed into a documentary/reality show, and would also include an iphone app & web platform as well.

Initial Concept:

Starting from 1 kilometre at the entry to the supermarket, food will be arranged according to food miles. The further your food comes from, the further into the supermarket you have to walk. Therefore, the most local food will be in the most seen & visible places, instead of the current junk food and specials being close to the checkouts. Make this system highly visible, with signage showing kilometres & place names too so that people can physically walk through the locations their food comes from - from local, to state, to national, to international.

Given the large size of Australia, the signage system could also incorporate maps so that people understand geographically where their food comes from. This type of system would encourage people to rethink their priorities in terms of local vs imported food consumption, and allow shoppers easy and highly visible access to this information.

Concept builds

http://www.openideo.com/open/localfood/concepting/what-s-the-foodprint/

What actions would need to be taken to turn this idea into a reality?

1. Partnership with supermarket chain
2. Map the location of existing products stocked against food miles
3. Also map the supermarket shelf space against rent price per shelf (to be able to relocate the locally produced food to the most valuable shelf space)
3. Plan a new store layout which is based on the principle of food miles, and takes into account the problems as mentioned below in the comments section. These issues could be addressed by re-planning within each section of the supermarket (eg. Dairy in the refrigerator section/Pastas etc) based on food miles.
4. Devise a holistic signage system which works as an educational tool and a wayfinding tool to navigate the customers around the supermarket. This would incorporate information including food kilometres, maps, information about the producer etc.

**Update**
Key partnerships with supermarket retailers need to be formed first, then designers, then the idea needs to be pitched at the Australian media

Who might make a good partner for this project?

Supermarket chains (Coles/Woolworths/IGA), local designers, Australian media

What suggestions would you have for potential sources of funding for the development of this project?

This programme would require pilot funding from government or local food organisations and growers

**Update**
Australian media

Virtual team

Everyone who has commented, all delegates at OpenIDEO workshop Brisbane

33 Evaluations so far

How effectively do you think that this concept reconnects food consumers and producers?

It would reconnect food consumers and producers strongly
It would somewhat reconnect food consumers and producers
It would not significantly reconnect food consumers and producers

How scalable is this idea across communities and geographies?

This concept can be scaled across many communities
This concept will take a fair bit of work to build and scale
This concept is not particularly scalable

How quickly could this concept be impactful?

This concept could happen today
This concept could happen soon with some work
I struggle to see this happening in a reasonable timeframe

How original is this concept?

This concept is extremely original
This concept has some original aspects
This concept already exists

Overall, how do you feel about this concept?

This concept rocked my world – it’s brilliant
I liked this concept but preferred others
This concept didn’t get me overly excited

How effectively do you think that this concept reconnects food consumers and producers?

It would reconnect food consumers and producers strongly It would somewhat reconnect food consumers and producers It would not significantly reconnect food consumers and producers

How scalable is this idea across communities and geographies?

This concept can be scaled across many communities This concept will take a fair bit of work to build and scale This concept is not particularly scalable

How quickly could this concept be impactful?

This concept could happen today This concept could happen soon with some work I struggle to see this happening in a reasonable timeframe

How original is this concept?

This concept is extremely original This concept has some original aspects This concept already exists

Overall, how do you feel about this concept?

This concept rocked my world – it’s brilliant I liked this concept but preferred others This concept didn’t get me overly excited

Thanks so much for your input - if there is anything that you think we should be aware of feel free to submit it below. These comments will not be public - if you would like to leave comments for the concept author please do in the Comment box below...

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Jennifer Jeng

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December 06, 2011, 12:05AM

A fantastic idea! Thanks for coming up with it. It's hard to truly grasp how many miles your food travels to your plate without "walking" it yourself. If my market was laid out this way you'd be hard pressed to find people walking all the way to the back of the store to get cheese puffs produced on the other side of the country. The best "impulse buy" spots at the aisle caps could be reserved for local, fresh food! Also love the idea Yvonne Martin put out below -- within each miles and food section, put the most environmentally-costly foods (GMO's, highly-processed, ect) in harder to reach places. People would have to work harder to reach highly processed food, which would then make it less attractive.

You could also combine this idea with digital information. Utilizing the new technologies available for tablets on shopping carts (http://www.mediacart.com/), shoppers can get instant feedback on where their food comes from and the production process. Here's Mediacart's description "The MediaCart® system delivers an effective shopping experience for your shoppers. Shoppers can locate products, check prices, and scan products at their cart. They can store and retrieve their shopping lists on the Web and retrieve a map of their items at the cart. Shoppers can retrieve product information and pricing, giving basket totals and check off items on the shopping list as they shop." With this system, shoppers could roll around Australia with a simulated GPS system and experience how far their food travels.

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Charlotte Fliegner's reply to Jennifer Jeng's comment

Charlotte Fliegner

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December 06, 2011, 12:28AM

Great suggestions, I love the idea of integrating the media cart into the local food shopping experience

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Yvonne Martin

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December 04, 2011, 10:30AM

Great concept, perhaps even add a form of labeling from one to ten where one represents local and ecologically friendliest, and so on.

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Elizabeth Denton

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June 24, 2011, 06:57AM

What an inspiration. I love this idea.

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Simon Morfit

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June 06, 2011, 04:44PM

I really enjoyed how the processes of choice and decision making function in this idea.With a smartphone app (which can certainly be powerful and influential), the shopper must download the app and then go around the store scanning different items to find one that is locally grown - that potentially adds up to a lot of decision points and a lot of effort on the part of the consumer (thereby undermining long term changes in food production and consumption behavior). With this project, however, the "burden" of decision making is considerably reduced - the main choices the shopper must make are deciding whether or not go to a grocery store with this kind of layout and then how far down an aisle to go in search of an item. Very Clever!

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Rodrigo Isasi

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June 04, 2011, 05:17AM

I really like "the super challenge", about the layout I think that is not the best from the customers perspective, it´s still a producer approach. Maybe reorganizing the shelf in a way that serves both what customers look and the local identification. This will make it easier to convince the supermarket chains.

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Rodrigo Isasi

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June 04, 2011, 05:17AM

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Srinivasan Sankaranarayanan

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May 30, 2011, 01:25AM

Hello Charlotte! Very unique idea indeed! good luck with the challenge.

My comment in a way resonates Susan's comment below.

How do you reckon supermarkets will be able to allot spaces to vendors based on distance.

I sincerely think that such an arrangement based on point of produce would be an organisational nightmare for supermarkets. Unfortunately, this will inherently be a major barrier for adoption.

Good Luck!
Srini

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Susan

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May 26, 2011, 06:45AM

Very unique idea, Charlotte! My only question would be how will the supermarket recoup the costs for giving prime shelf space to local vendors than to national vendors that can afford the shelf space? If this campaign increases the demand of local produce, maybe the supermarket will pay less in transport/delivery costs, passing on this "expense" and trading it for the loss of revenue for the prime shelf space? This will be a medium to long-term outcome so what will the supermarket do in between then? Can there be subsidies from the QLD government? Your idea makes a lot of sense, given that the food that needs to stay a specific temperatures continues to maintain the temperatures even though it is in a new location.

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Jakob Trischler

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May 24, 2011, 04:32AM

Really comprehensive and holistic redevelopment of your concept Charlotte! Also your visualisations are really good and understandable. Honestly I can't wait to shop at one of such stores as I'm really confident that your concept is going to be implemented as it is prototyped here. Great work :)

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Charlotte Fliegner's reply to Jennifer Jeng's comment

Charlotte Fliegner

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May 24, 2011, 11:54PM

Thanks Jakob! Great to meet you last week, looking forward to more collaboration.

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Kirk Soderstrom

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May 20, 2011, 04:50PM

Out of curiosity...would each market have a different layout, since the distance would change depending on the store's location?

For what it is worth, during the concepting phase I devised the "Farmers Marketing Institute." (feel free to draw from it) There are 2 ideas in there: (1) the institute and (2) the huge interactive map that relates to the produce. If you want to know where the fruit or vegetable originates from, you simply push the button, which is located next to the price tag. (If nothing else, it would provide children with an outlet while educating them about their food!) Hope this helps.

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Charlotte Fliegner's reply to Jennifer Jeng's comment

Charlotte Fliegner

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May 23, 2011, 02:55AM

Each supermarket would differ slightly, which is problematic logistically to organise. That huge interactive map sounds like it relates alot to 'window to the farm' shortlisted concept, and could for sure be built into this concept either through educational signage in stores or via a web based platform.

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Cara O'Shell

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May 22, 2011, 06:18PM

Have you thought about shelf space too? The eye-level shelves are prime real estate, and placing foods in this area often influences people's purchasing decisions (discussion "Nudge" http://www.amazon.com/Nudge-Improving-Decisions-Health-Happiness/dp/0300122233). It seems like this offers a really good opportunity for a concept like this.

Perhaps producers that have sustainable practices can be rewarded with this space?

What other ways are there of deciding how to allocate the space?

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Kirk Soderstrom

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May 20, 2011, 04:50PM

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May 20, 2011, 12:15AM

Hey Charlotte – given you were at the Ideas Festival we think you'll have no trouble building on the spirited feedback!

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Peter Nixon

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April 25, 2011, 08:51PM

This is fantastic! I think people would really respond to this, as soon enough 'nearer' would become synonymous with 'fresher'. Customers would also avoid being caught in the back, not wanting to be associated with unethical consumption. I really hope this idea gets a lot of attention, I think its great!

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Bob Stark's reply to Jennifer Jeng's comment

Bob Stark

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May 19, 2011, 03:27PM

I really like this association between nearness and freshness -- I think that could really make this concept work. Making it inconvenient for the consumer I don't think is wise, but making it obvious that things closer to the front of the store are the "most fresh" might strike a nice balance.

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Dave Gravina

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May 14, 2011, 01:11PM

What a fantastic opportunity for a store to gain publicity and lead the field - in Australia two large firms Woolworths and Coles – practically run the retail food industry, so the opportunity for one of the smaller players to differentiate with this experiment would be fantastic (perhaps underwritten by the Qld Govt to cover costs and manage the risk associated with the experimental changes to store layout ).

Perhaps showing the faces and stories of local growers would assist in creating empathy as shoppers walk the aisles and decide on the local vs imported or cheaper varieties. Its harder to ignore the produce of people you may have heard of or even know.

Imagine if the store displayed a nice info graphic showing the money spent on local products - perhaps multiplied for the impact this has on the local economy - compared to regional/state, Australian and even International goods. This might be done in the traditional Australian giant object sculpture style (Aussies seem to love giant animals and food like yabbi, bananas and sheep which are rendered in fibre glass 2 stories high along our highways across the country - i kid you not!) . "Watch the Brisbane banana grow with local product sales - dont let it get smaller than than the others" etc. :)

Charlotte, I think this idea is gold. No doubt the concept will need to be prototyped in a real store and many of the issues raised in the comments (and many more!) will need to resolved through the design process. But overall it feels practical, do-able, impactful and a very creative way to connect shoppers to critical aspects of food production.

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Cindy Huang's reply to Jennifer Jeng's comment

Cindy Huang

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May 16, 2011, 05:04AM

It's interesting you mentioned the "showing faces" idea, Dave. In the "Adopt-A-Farmer" concept (http://www.openideo.com/open/localfood/concepting/adopt-a-farmer/), I made a similar comment about allowing the consumers to see/meet the farmers at a store, because as you say, it's harder to ignore products from someone you know of. And I totally agree that a store should prototype this concept to test the effects!

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Cindy Huang

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May 15, 2011, 02:28AM

Charlotte, I think this idea is wonderful! - since every consumer engages in a gradual learning process every time they shop.

As others have mentioned, the organization of foods may be a concern. A simple solution is to plan the store a grid-like formation, where "the distance" runs along one axis and various food categories runs along the other (as major aisles). On top of that, mini aisles separating the food aisles creates these "general shopping areas" that are characterized by distance. Here's an image I created to make things clearer: http://www.mediafire.com/imgbnc.php/ada7cc4dd6980ee77100ec251e4c766050e4fca15c0321d257150e0baeaba1d04g.jpg

I think if every grocery store were to take on your concept, and the "closest aisles" became the most popular area to shop in, there would be great potential to influence manufacturers to localize, and steer the food distribution system towards being more sustainable.

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Dave Gravina's reply to Jennifer Jeng's comment

Dave Gravina

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May 15, 2011, 07:58AM

Nice idea Cindy - Perhaps we should just legislate store design! - force the local layout system onto the big retailers - im sure the Qld govt would love to take on Wollies and Coles ;) Seriously though we already legislate so much about food production and retail in Australia why not enforce it!?

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Charlotte Fliegner's reply to Jennifer Jeng's comment

Charlotte Fliegner

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May 15, 2011, 08:59AM

Good idea Cindy, I added your image to the page, it's great

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Cindy Huang's reply to Jennifer Jeng's comment

Cindy Huang

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May 16, 2011, 04:49AM

Aww, thanks guys! Dave, I do feel that retail designers should consider more socially-driven approaches - not only in grocery stores, but clothing stores, furniture stores, etc... Distinguishing the link between consumers and producers within all industries would greatly benefit/clarify the way people perceive location, transportation, and social inequalities within distribution systems. Enforcing such designs would be ideal. And thanks for putting my image up, Charlotte! I'm happy to be a part of your concept development.

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Ian White

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May 16, 2011, 01:10AM

From #11 Rethinking food transportation - What about opening a local farmer section at every supermarket?

I think it's going to be substantially easier in practice to integrate a 'local farmer section' than to negotiate the backroom $ for shelfspace dialogue between supermarkets and suppliers. Supermarkets do not exist for our benefit, they are a cuthroat business. Ask the people who reconfigure supermarket layouts to make us buy more, quite startlingly run as an interest story on local current affairs TV only weeks ago.

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Jakob Trischler

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May 04, 2011, 09:37PM

Cool Idea Charlotte! When reading the comments below I would suggest following solution in regards to the food distribution within the grocery store: Instead of using an app or other online tools I would keep your idea as it is but would narrow it down to the different food sections within the store.

It would be of course very confusing if everything gets rearranged just based on food miles (milk products would be mixed up with vegetables and bread and so on). But why not rearranging the food within its sections. Like local milk products first and then imported milk products? The same accounts for the other products. When you walk down the aisle, you start at KM1 and end at KM2500 (for example pasta produced in Australia vs pasta imported from Italy). That I think is easy adaptable and creates awareness.

In most supermarkets in Europe it is used anyway like in wine or fresh food sections where big logos indicate the place of origin. :)

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Vincent Cheng's reply to Jennifer Jeng's comment

Vincent Cheng

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May 13, 2011, 09:30PM

Brilliant Build Jakob!

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OpenIDEO

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May 13, 2011, 09:01AM

Way to go on making the Shortlist on the Local Food Challenge! Selecting 20 concepts out of over 600 was a tough job and we're excited to have you move through to the Refinement Phase. You can get a low-down on how the phase works over on Field Notes: http://bit.ly/refine_lowdown

Basically over the next 10 days we'd like you to further fine-tune your idea. You might explore opportunities and challenges to implementation, visualise further, expand on engagement strategies or connect various dots and details that would assist bringing your concept into fruition.

If you hit the Update This button on the right of your post, you'll see we've added 5 new fields to help you refine: Concept Builds, Actions, Project Partners, Funding Sources and Virtual Team. Check them out and feel free to keep updating your post throughout the phase – based on feedback and collaboration with fellow OpenIDEATORS and your own ideating goodness!

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James McBennett

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May 12, 2011, 03:51PM

The main issue to be solved is how the user would navigate a supermarket of this layout.

I have never come across a supermarket organized by price, although paying more shelf rent might get more exposure. The most common layout for supermarkets is based on impulse vs. necessity. Necessities / 'giffen goods' (milk, rice, pasta) are at the back as customers will always purchase these and be exposed to the entire store encouraging impulse buying. In some cases they rearrange the stores regularly so that customers are lost and constantly searching encouraging even more impulse buying. The most impulsive purchased items go beside the cashier as many will buy them up while paying. Sweets, snacks, chewing gum, batteries and so on....

If an arrangement was based purely on distance, consumer choice would be very difficult as pasta would be at 5 locations in the supermarket, milk would be in 10, and bread might be everywhere. An app could correct this, but then everyone is dependent on walking around a confusing store navigating every product with GPS, unnavigable without a computer in your pocket. Miles travelled might actually increase as all the international cheap stuff is now conveniently located beside each other, so you don't even have to see the expensive local.

So what are the navigation options.
i Digital app / GPS to indicate shelf.
ii. All similar products beside each other and then sorted by distance.
iii.
iv.

________________

I also like Jakob's suggestion mentioning 1Km-2500Km below and think this can be graphically quite strong when displayed in large format. Could even do it Koolhaas style.

http://wikiarquitectura.com/es/images/4/48/7_Koolhaas-Library.jpg

See image (Seattle Public Library)
i. make the supermarket a continuous 4 story ramp,
ii. the bottom represents 1Km and the top represents 2500Km,
iii. walk upslope and the products are from further away
iv. walk downslope and the products are more local.

If all customers start at the bottom, they would have to work out to get to the top. (not sure this feasible for the consumer world, but a fun concept none the less.)

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Johan Löfström

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April 22, 2011, 09:54AM

This could work very well in an online experience. Where you could search and browse alphabetically and so on.

But I have doubts about it, say I want to just buy one or two things. And don't know in what region they are produced. Where would I start to search?

And shops have spent a lot of time and expertise to model the order of the shelves, how can you point out that your proposed system would improve anything as regards to convenience, sale and shelf space issues.

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Arjan Tupan's reply to Jennifer Jeng's comment

Arjan Tupan

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April 22, 2011, 10:51AM

Am I right in thinking you are proposing an augmented reality app? Using the camera in a smartphone to recognize a food item and then show a distance number over it?

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Johan Löfström's reply to Jennifer Jeng's comment

Johan Löfström

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April 22, 2011, 11:44AM

i do not know how to best develop it. i just went to myself, as a shopper, and thought about how awkward it would be to find any stuff. and that the fridges/freezers would need to be in every aisle, mixed in with dry staples

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Cristina Greavu's reply to Jennifer Jeng's comment

Cristina Greavu

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April 23, 2011, 03:38AM

i agree, this idea lends itself better to online navigation or to being complemented by some kind of app. i could see a compromise between how people think about their grocery lists now and what charlotte is suggesting - you could do the locality thing within the isles as they are currently organized, similar to how wine sections are often organized. once people get accustomed (from a variety of influences) to think about their food choices based on locality first, you might be able to do something more drastic with the stores, like what charlotte is proposing.

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Johan Löfström's reply to Jennifer Jeng's comment

Johan Löfström

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May 03, 2011, 05:34AM

or maybe the orientation difficulties I imagine could be solved with some library-technology in the shops to help me figure out where my food is from, so I won't have to search through all aisles every time I shop. ?

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Sydney Malawer's reply to Jennifer Jeng's comment

Sydney Malawer

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May 06, 2011, 06:44PM

I think that this idea lends itself both to an online system AND to the physical supermarket system. Jakob's suggestion above is definitely a solution! it can also be a transitional process...as jakob mentions in wine sections they already divide it by region and the consumers have learned overtime where to look for their favorite wines based on region, why not transitionally apply this to food as well? we can start with organizing specific foods like produce by mileage and slowly but surely work our way through the whole market. also signage would need to lend a hand in educating the users on the new system, but eventually users and markets will adapt to a system that is best for both.

also maybe supermarkets can have displays at the very beginning of the aisles for "picks of the week" from every category of food so that if people are in a rush they can just go to that section and grab something hand-picked by the supermarket.

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Sydney Malawer

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May 06, 2011, 06:35PM

woah honestly this concept sort of just blew my mind! it's using design and the cognitive human factors concept of proximity to educate the users and facilitate a half-second more of forethought in making decisions. fantastic idea charlotte!!!

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Alonso José Grillo

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May 06, 2011, 04:51PM

This is a grat concept. People can have a phisical expierence of the distance the food tavels. It also educational. It teach you about geography and food with the masp and signage, and is very low tech, which makes it easy to implement in any place. :)

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Charlotte Fliegner

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May 06, 2011, 02:48AM

I agree Jakob - in each section food could be arranged by distance rather than currently where shelves are arranged according to price and how much the brand has paid for the shelf space.
Therefore food in the most reachable places (middle) will be the most local, with the imported foods in the more inconvient places (bottom/top).

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Cliff Overton

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May 03, 2011, 04:19AM

The more I look through all 600 plus concepts, the more I like this one because I want to go to this supermarket. As far as Apps that tell the story, why not make it easier by installing simple readers at each distance marker point, where you can scan a barcode and hear more about the product, how it is produced and how far it has travelled?

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Robin Waldroup

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April 27, 2011, 08:35AM

Great. The message would not only be transmitted conceptually, but experientially as well. Having to walk those extra aisles for a pineapple would really start to make you think...

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Cliff Overton

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April 26, 2011, 10:57PM

What a wonderful simple concept. I love the idea of getting into a supermarket and re arranging it according to food miles. In fact - it would also make a great documentary, where we could take on supermarket in the 'traditional' layout - empty it and then re arrange all the food. You might find a load of stuff squashed up the 'top end'!

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Cristina Greavu

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April 23, 2011, 03:44AM

really cool idea though - it could totally change how we think about the space in grocery stores. maybe they'd become more like the classic library - where you have a check-in point, a reference area, the stacks (with food) - and lots of natural light? could be great in combination with stores that deliver - moving in the digital direction libraries are moving in nowadays, where a big portion of what they do becomes about creating spaces for the community.

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Louise Wilson's reply to Jennifer Jeng's comment

Louise Wilson

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April 23, 2011, 07:59AM

This is a really interesting comment, Cristina! I love the idea of relating it to where libraries are going. Reference areas are a great idea. Creating spaces for the community is so powerful!

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LaToya Burton

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April 22, 2011, 04:26AM

i like that this makes you connect physically (walking to your food of choice) and mentally to your food. I think is would work well in combo with additional labeling on items and apps that tell you more of the story...

see

http://openideo.com/open/localfood/inspiration/tracing-food-back-to-its-source-food-has-a-story-to-tell/

and

http://openideo.com/open/localfood/concepting/what-s-the-foodprint/

and

http://openideo.com/open/localfood/inspiration/tracing-food-back-to-its-source-food-has-a-story-to-tell/

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Louise Wilson's reply to Jennifer Jeng's comment

Louise Wilson

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April 22, 2011, 06:40PM

and
http://openideo.com/open/localfood/concepting/signailng/

and the one changing signage within the supermarket...

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Vincent Cheng

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April 22, 2011, 01:24PM

Charlotte, I loved how you made the food miles distance tangible by directly connecting it with location/convenience in the store. I think this would be very cool as an awareness raising demo store, but there'd be huge challenges around getting this adopted more broadly (for the reasons Johan mentioned around consumer preference & current shelfing arrangements, and thus its effect on store sales).

Hmm...perhaps there'd be more chance to setup farmers' markets that way. Raising awareness (which will increase local farmers sales), while setting up a "straw man" of how far other food has to travel.

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NarasimhaMurthy Gollapudi

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April 22, 2011, 09:27AM

I think it worth considering also...how far the food has to travel to Reach You...make that easy.... maybe ...i donno if this is the right place to express this idea..... a food magnet....like a magnet attracts the iron filings that are nearby.... a food magnet in the home can attract the food to you... sounds crazy?

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Redesign the supermarket layout based on food miles... UPDATED

Concept builds

What actions would need to be taken to turn this idea into a reality?

Who might make a good partner for this project?

What suggestions would you have for potential sources of funding for the development of this project?

Virtual team

33 Evaluations so far

How effectively do you think that this concept reconnects food consumers and producers?

How scalable is this idea across communities and geographies?

How quickly could this concept be impactful?

How original is this concept?

Overall, how do you feel about this concept?

How effectively do you think that this concept reconnects food consumers and producers?

How scalable is this idea across communities and geographies?

How quickly could this concept be impactful?

How original is this concept?

Overall, how do you feel about this concept?

Thanks so much for your input - if there is anything that you think we should be aware of feel free to submit it below. These comments will not be public - if you would like to leave comments for the concept author please do in the Comment box below...

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