What are your food values?

How do we empower people to make mindful, informed food decisions?

We face it in the supermarket every day: sifting through deluge options, asking ourselves, what food to pick and whether or not our choice is a „good" choice. The GOOD FOOD experience proposes a self-motivated approach of food education. An holistic experience that enables people to understand the food they are buying by first of all understanding themselves: What are my own criteria for good food?

The GOOD FOOD experience enables the customers to make decisions not on food in the first place, but on values around food and food production, such as environmental or social sustainability. It challenges them to think about what is important to them or how they expect "good food" to be. A visual guidance based on their ideal food helps to find the food that meets those values. The three key moments of the GOOD FOOD journey, manifested in both physical and digital touch points, are:

Make up your mind

What are your food values? Make up your mind about what criteria your „good food" should meet and create your personal food profile in form of a 7-armed spider chart.

Make a choice

Your own criteria will help you sift through and compare the food options. Different color gradients empower you to find the food that fits your expectations best.

Reflect on your choices

Find out whether your purchase meets or opposes your values. This reflection will feed back into your next shopping trip: Will you change your food choices? Or your criteria?

What doesgood food even mean? Behind today's food, there are complex supply chains and especially technological advances in food processing that have made us unsure about the food's origin. We are confronted with expressions such as organic food, processed food, fair-traded food, or, as a current controversial example, genetically modified food. We might have very little understanding or even a wrong understanding of what our food of today is. But – we all have an opinion, we all have certain expectations or conceptions of what good food means to us.

Good Food takes a new perspective on the complexity of grocery shopping: the perspective of the customers and their mindsets – understanding this complexity begins with understanding oneself.

THE GOOD FOOD TOUCH POINTS

The GOOD FOOD journey consists of several physical and digital touch points: The Value Kiosk to create your food profile initialises the experience, the profile is saved onto the Membership Card to reveal your matching food on the Food Labels. Your purchase is evaluated by your Receipt, and you can get a holistic overview and maintain your profile on the Online Platform.

The Value Kiosk

The interactive kiosk at the store entrance is the starting point of the GOOD FOOD experience: You create your ideal food profile based on 7 values around food and food production. These values affect each other in one way or another, changing one will have an effect on another, the entire shape changes in real time. The user realises: You can't have it all.

The Membership Card

The membership card builds the bridge between your profile and the food and enables the interaction with the food labels. Three different color gradients indicate the level of match with the food.

The Food Labels

Every food has its own profile, too. The digital price tags that do not only show necessary information known from conventional food labels, but also their food profile. The synchronisation of you and the digital price tags allows for a visual comparison between your own values and the actual food values: Your profile appears as an outline on the label; for a quick evaluation, the shape indicates how well and which values of both profiles matched or mismatched. In addition, three different color gradients rate the match.

The Receipt

On the receipt, all purchased food and your food profile are evaluated and rated. You are able to see whether your purchases have matched or opposed your initial values.

The Online Platform

The GOOD FOOD experience doesn't end in the store: As a reflection on your purchase, you can call for a holistic checkout online – all purchased products with comparison and rating, and additional information. As a reaction to that, you are able to adjust either your future food choices by being suggested products that match your values, or instead reconsider your food values.

The food profiles help the user not only to be aware of the interconnections between costs, environmental footprints or labor, to name a few. The user might experience a big mismatch between your own beliefs and the food's values and wonders why. So a closer look at the values (by tapping on one of the seven arms of the chart) can reveal explicit information on the product: How a certain production location improved the CO2 footprint or how tough competition among companies beat down the price.

The GOOD FOOD experience aims to be not only a one-off experience but rather an iterative, long-term experience. Your profile is your constant companion for your shopping trip and for all upcoming shopping experiences. This experience is a constant dialogue with yourself: Whenever you have reflected upon your decision, you might consider to either stick with profile, or change it, or choose other products that fit your expectations better.But it is also a dialogue between the customer and the store. The store can understand what is important to their customers, what they care about and adapt to that.

In greater perspective, the values the profile is based on can be seen as a first draft, that not at all have to be static. Different countries, different eras and societal or global changes can and should be reflected in those values. So can these values change over time. In addition, these can also be determined by the customers themselves by adding a value of their own choice.