Credit: Gary H
Harnessing the rich detail, creativity, and individual relevance of personal narratives, Shareable.net and Latitude Research co-sponsored an innovation study to explore food information needs, information accessibility in decision-making contexts (e.g. while food shopping), and technology solutions for the future of food and offline purchasing in general.
The study (led by senior analyst Marina Miloslavsky) asked participants to tell a story about a time when they needed more information while food-shopping, and to suggest a technology solution which might have addressed their needs. The results are in!
We live in a world where we understand that any bit of information we require most likely already exists somewhere. If we have the time and energy to look, for example, we can generally discover the environmental and social impacts of our consumer choices.
But as our new study reveals, we don't always have access to that information at the times and in the places where we need it. There are instances when having more information would easily change our decisions and behaviors in ways that might help make the world a better place, say the study participants. We know the information is available through mobile and real-time technologies; it's just not available in certain everyday scenarios, like shopping in the grocery store.
If we could use new technologies to access all of the food information we desired while shopping for groceries, suggest our findings, we'd likely be healthier, happier in our environments, and more sustainable as a society.
"I'm usually not a thorough person. I'm an impulse buyer at heart. But lately I've been approaching my food shopping with the background research and patience of a 50-year old man looking for a car for his youngest daughter.
I pick up each brand and study the packaging. Where the heck is this chicken raised? I search labels, sometimes for 15 seconds until I hit on a locality. One says Pennsylvania. That's pretty close. But then I read closer and see that the distributor is located in Pennsylvania. Does that mean it's being distributed from Pennsylvania, or just that their computer systems running the complex process of shipping chicken all over the country are located in Pennsylvania? I take note of each location and then set in on my next information criteria. What are it's almost-organic or all-organic qualifications?"--Participant submission, "The Interactive Future of Food"
"The Interactive Future of Food" (Introduction for Participants) from latddotcom on Vimeo.
Current Information Demand: Background Facts + Food in Physical Space
In the context of food-shopping, more than half of participants (56 percent) expressed a primary information need relating to "background" product information, such as health, food origins, organic, farming practices, food safety, or ingredients. With new awareness of sustainability issues and the impact of our personal decision-making, it isn't surprising that we would ask for Web resources to make food origins and processes more transparent to the public.
Participants' expressed information needs by category. In cases where participants expressed more than one type of information need, a "primary need" was coded to reflect prioritization by the participant. (n=93)
The second most "in-demand" category of information, 31 percent of study participants, related to navigating one's immediate physical environment--rooted in the universally relatable (and frustrating) experience of not being able to locate something you need in a store or a restaurant you'd like to eat at. When we stop to think about it, connected culture dictates that, just as we should be able to wiki clear-cut "cage-free" standards suddenly from our smartphones, shouldn't we be able to "Google Map" our way around grocery store aisles? Mobile technologies have empowered decision-making processes and blurred the line between physical and virtual information needs--by responding in real-time, anywhere we require answers.
(Of course, there are plenty of online food resources: Check out Sourcemap, a tool for researching and optimizing the supply chains behind everyday products, and LocalHarvest and SharedHarvest to find sustainably grown food in your area.)
Information Scarcity: Credibility and Context
As it happens, people often aren't getting the answers they need. Among the participants who didn't have their information needs resolved at all, a majority (59 percent) ultimately made purchases regardless--and one in five people explicitly mentioned that this was a recurring experience. In addition to an accessibility issue (simply getting the information we need where we are, when we need it--we'll explore the technology solutions that participants generated in our next post), one possibility is that people simply don't know where to locate trustworthy information.
"What is a transfat? Why don't I want it in my crackers? How do I recognize products that are bad for me? Most people want to eat healthily, they just don't necessarily know how, and supermarkets don't actively help." --Participant submission, "The Interactive Future of Food"
For example, only 14 percent of participants said they would have liked to receive background product information from the product's supplier; conversely, 51 percent said they'd like to hear this type of information from stores (response options were not mutually exclusive)--indicating a possible opportunity for stores to alleviate information-frustration by building out user tools and extending this root sense of trust.
After all, purchasers are increasingly information-autonomous, and "Web 2.0" philosophy rewards businesses which facilitate information transparency and accessibility. The integration of social information streams presents another avenue for connecting individuals to trusted information, as today's benchmark for unbiased information--especially consumer-related information--becomes the consensus of the social aggregate.
Why Isn't There an App for That?
What's clear is that no matter what type of information people required in trying to make informed purchases, the solution was often perceived to be a mobile one. In fact, three in 10 participants (six times the number of people who actually used smartphones while shopping!) suggested mobile solutions to their own information dilemmas.
It didn't matter whether I wanted to know if the store's tomatoes were locally grown, if I wanted a price comparison with other stores in a five-mile radius, if I wanted credible standards for "organic," or if I just needed to track down this store's tabouli: mobile was just as likely to be perceived as the answer to one information need as another--and by people who aren't currently smartphone users in this context. Mobile has become an integrated solution for informed, real-time decision-making--an expected offering--rather than simply a platform for accessing superfluous, "nice-to-know" information.
Next: An in-depth look at the common solution attributes that participants generated in solving their varied information challenges. For a more detailed overview of the study, see this PDF.
Latitude recently donated $500 to The Hunger Project, a global non-profit committed to the sustainable end of world hunger, on behalf of the individuals who contributed their time and thoughtful narratives to "The Interactive Future of Food."
Comments
Neal Gorenflo wrote on 04.27.10, 12:44pm:
We've entered the age of transparency, so not only is accurate labeling expected but food companies who obscure ingredients do so at their peril. Citizens will buy elsewhere or just grow their own.
In context of the record low amount of trust US citizens have in big institutions, transparency seems more important than ever.
To answer Liz's question about right-to-know initiatives. Tough question. I don't know enough to have an answer for that close-in political work.
In general, I think people should grow their own as much as possible to build up some self-sufficiency and signal the market about the type of food they want.
Neela wrote on 04.27.10, 1:16pm:
Neal - well-made point regarding transparency. Not only will it be crucial for marketers to tell a transparent story on labels, but also consistently across all media/platforms as consumers simultaneously look for information in multiple places at once.
More info on the study here: http://www.life-connected.com
Liz McLellan wrote on 04.27.10, 1:56pm:
The problem - the political one at least - is that the commodity crop/processed food complex has great power to distort the market - as they have with the USDA food pyramid, school lunch programs, labeling of 'organics.' They have succeeded in watering down trust of any labeling systems...especially the term 'organic.'
So both truly sustainable growers and some consumers have started to avoid the organic label all together. Many work to build face to face relationships with the growers in their areas - over trusting 'systems' - Many consumers are turning towards finding growers they can talk to and develop human to human trust and transparency relationships...
How do we ensure that the systems we create don't dis-empower truly sustainable growers in comparison to the deep pocketed processed commodity system?
Do folks think there are trustworthy information resources out there? And do those organizations have the resources to build truly trustworthy information systems?
How are you developing your webs of trust and transparency?
Liz McLellan
hyperlocavore.com - a yardsharing community
because everyone loves a homegrown tomato!
@hyperlocavore
Robbie Vitrano wrote on 04.27.10, 2:33pm:
Our point of view is that fast food can be a part of the solution. And because it can, it must. Its convenience, affordability and cultural fit has it's advantages. So our idea: Our company is based on making an unhealthy and popular food healthier (and delicious) and aligning that with a business case to attract necessary investment for distribution and influence. So full transparency in terms of addressing economic and cultural issues as well as how the product is made.
Transparency about the realities of the entire food supply to promote accountability and advocacy. Reciprocity is at the core of our business model - we share information and perspective to make it easier for people to navigate the core issues in selecting food (diversity of whole foods to feed you and the microbes you host in your gut).
One of our founders is an evolutionary archaeologist who specializes in ancient diets & cooking techniques (he's also an nutritional expert). So all natural (some organic, but as some of the writer's note, there are slippery slopes here), with a crust made from a diversity of 12 whole grains plus prebiotic fiber and probiotics for digestive health.
There's a nutritional ecosystem we all need to continue to address in order to get to a better place.
Neal Gorenflo wrote on 04.27.10, 2:51pm:
Yeah, I can see where this trend leads. If the integrity of standards and trust systems are compromised by big ag, then it will just drive people toward buying food from those they know and growing their own.
So I see a need here. In lieu of going totally self-sufficient & local, imagine a cell phone app that scans barcodes and gives you another perspective on a food item.
The service could be provided by a trusted third party, like a nonprofit.
Marina, Miloslavsky wrote on 04.27.10, 3:03pm:
Liz - great points. I agree that there's no easy or obvious answer to the question of transparency and labeling. In my mind, the first place to start is with the question of origin, as where an apple was grown can be answered more straightforwardly than whether the apple is organic (based on the myriad of definitions out there).
And no matter what information we're after, community (and therefore trust!) seems to be an important part of it. Personally, I buy my fruits and vegetables at a local farmer's market, and I trust what my grocer is telling me about that produce. And I trust him to tell me when he doesn't know certain information, too.
Examining all of our entries for this study, people certainly mentioned shopping at farmer's markets, co-ops, and other places where building that community is easier than at a traditional supermarket.
My question is (and Robbie answered it a bit above) where should we focus our efforts for transparency and information access? Should we first try making more straightforward facts (like food origin) available in a convenient way? Or must those bigger transparency issues be tackled first?
Marina Miloslavsky
Liz McLellan wrote on 04.27.10, 3:05pm:
I very much agree there is a giant consumer want and need - including for convenience/fast food - Chipotle is a good example of a company working to provide these alternatives. Though I don't know what their transparency.. um... quotient is. Wouldn't that be a nice number to have. Company X is 25% transparent at the sourcing level and 100% transparent at the ownership level. Company Y is 80% transparent at the sourcing level and 20% transparent at the ownership level...
The non profit sector is not independent of the corporate sector at this point. They depend heavily on foundation grants (derived from multinational philanthropic wings of their PR departments), have desperate quarterly funding cycles and they a rule compete for very small funding crumbs. The problem of true independence and stability is real. Also the many rating systems compete in other green markets such as construction.
So creating a truly financially sustainable - untethered info system - is also part of the task...
Liz McLellan
hyperlocavore.com - a yardsharing community
because everyone loves a homegrown tomato!
@hyperlocavore
Liz McLellan wrote on 04.27.10, 3:07pm:
Perhaps - reporting and data/access export requirements for all multinational products? Deciding what data we demand, and requiring easy usable data access for 3rd parties is the way to go.
The tools come after?
Liz McLellan
hyperlocavore.com - a yardsharing community
because everyone loves a homegrown tomato!
@hyperlocavore
Neal Gorenflo wrote on 04.27.10, 3:38pm:
Robbie, glad you could join us to add another perspective. Interesting strategy with Naked Pizza too. I like how you put health front and center without beating people over the head with it. I agree, we've got to make healthy food accessible, and remove the cultural barriers that some super crunchy brands might be inadvertently be putting up.
Question for you. As a person in the fast food business, how feasible would it be to take your nutrition information to the next level, to say have source information about every ingredient? For instance, show what farm the grain for your crust comes from or what company sells you olive oil.
That level of transparency would appeal hugely to Gen Y. It would be so nerdy have that level of detail too. It's almost like opening the code on your pizza. That might get you points with the net culture, free culture market. But it would also make it easier to copy your Pizza, which might be a bid downside.
Here's a cool thing I experienced in Mendocino. My wife and I went to Cafe Beaujolais for our anniversary last year. The walls of the main dining room is decorated primarily with high quality black and white portraits of their suppliers. It's sparsely and tastefully decorated. These photos are the main decoration. In their business, the SUPPLIERS ARE PART OF THE BRAND. I just thought that was the coolest, most respectful thing to put their partners front and center.
And because there's no TV or other distracting elements at the cafe, your companions, the food, the other patrons, your server, and the suppliers on the wall are the focus. And it's a fantastic experience. So simple, so loving, and so delicious.
Liz McLellan wrote on 04.27.10, 4:56pm:
Wow - I love the picture idea for locavore restaurants!
In this tiny Eastern Oregon town, we have one small grocery store - stocked mostly with Western Family brand products which are quite cheap... but we are also in Oregon! It's foodie heaven here...well, on the coast anyway.
When I first got here I talked to the owner of the grocery store and asked if he sourced locally for the meat or veg. I am surrounded by cows feeding on grass out every window. But for him the ease of running a weekly order through Western Family - which I imagine has the information infrastructure to shave days of his order/stocking process. He was sympathetic but, the man-hours that would be required of him to build up all those local sources, was prohibitive... in his mind.
I've been working on hyperlocavore.com so I haven't really had a chance to dive into the local food scene here as much as I would like but it was interesting to hear his perspective. Hopefully I can get more involved with Oregon Rural this year. He's a really hard working guy so I understood the level of anxieties my questions brought. That said he is also the only game in town, so his pressure to adapt to localism is minimal at this time. I am hoping to sneak him a copy of Power Down to get him thinking about what is at stake.
So, I imagine ease of use for sourcing local producers via one interface (localharvest.org) for instance...is one barrier for the independent grocers.
Liz McLellan
hyperlocavore.com - a yardsharing community
because everyone loves a homegrown tomato!
@hyperlocavore
Jaica Kinsman wrote on 04.27.10, 8:50pm:
This is a great discussion. Thank you for having it.
I thought you might be interested to hear about the nutrition navigation program Guiding Stars. Guiding Stars is an objective food rating system that rates food based on nutrient density using a scientific algorithm. Rated foods are marked with tags indicating 0, 1, 2, or 3 stars. The more nutritional value a food has, the more Guiding Stars it receives.
Research published in the American Journal of Clinical Nutrition shows that Guiding Stars has a positive influence on food purchasing decisions. Guiding Stars has also been cited by the U.S. Surgeon General as a program that positively impacts eating behavior.
We just launched an Expert Chef series on our blog to help people plan healthy star rated meals. Each recipe includes a star rating, Nutrition Facts and easy tips. Here's an example of Moroccan Pork Loin and Athenian Couscous Salad.
Our data team has rated over 60,000 foods - and the program is not influenced by price, brand or manufacturer trade groups. 1500 grocery stores in the US have implemented Guiding Stars along with a growing number of colleges and universities, like the University of New Hampshire and Bates College.
Guiding Stars ratings are also available on the iPhone and iPod Touch app Shopper.
I'm looking forward to more posts in this series - as we are always looking for ways to help people make more nutritious food choices!
Neal Gorenflo wrote on 04.28.10, 7:13am:
Hi Jaica, glad you could join us! I had commented earlier that an independent, third party service would be really helpful. Little did I know that Guiding Stars already existed. How cool.
Glad to know about Guiding Stars. And I just watched my first episode of Expert Chef.
Are you going to do or have you done any Expert Chef episodes that combine healthy food, socializing, and sharing?
Maybe you could do an episode on how to throw a potluck and feature some healthy potluck recipes? Or do an episode on a simple dinner party?
We'd definitely promote episodes like that on Shareable. Food serves a vital social function. Our re-education about food should include a notion of the value of growing, preparation, and dining together. Food knits the social fabric, from the bonding ritual of harvest to that of feast.
And consider this. Martha Stewart's media empire was catalyzed by the success of her first cookbook - Martha Stewart's Entertaining. It was not a book strictly about food, but about how food brings people together and the joy of hosting.
Just a thought ;) If you ever do an episode along these lines, please drop me a line, neal at shareable dot net. We'll run the episode on Shareable & promote it in our network.
Michiel Van Kets wrote on 10.19.11, 12:41am:
I agree that it is vital for consumers to have access to information about foods that they are not only spending money on but more importantly consuming in their bodies. Food companies have the duty to provide information about the origin of the product, its nutritional content and so on. And this duty to its customers should be fulfilled regardless of whether the consumers themselves are impulsive or thorough buyers. It will be useful if companies manufacture a type of directory in the form of a mobile app so that consumers can make more informed decisions when shopping for food.
This looks to be a great series! I am looking forward to the rest of the posts this week!
I have additional questions - How do we address the blocking of "right to know" initiatives by multinationals who fight and fought all sorts of labeling requirements? I personally want to know what trans-genics are in a product but the multinationals argue I don't even know why I want to know, that the knowledge will just confuse me on the matter. Besides finding this insulting, I find it ridiculous that corporate shareholders think they should be the decider in the equation. Essentially - if I understood - I would certainly want them! I beg to differ. I do understand quite well why I don't want to purchase them and demand labeling. Alas, I am just a lowly citizen.
What do you folks think? What do you need to make more informed choices? Is making it easier to make those choices a worthy effort?