In less than 100 words, what is your idea?:
What's for dinner? connects fresh food retailers like butchers, greengrocers, fishmongers and market farmers to local consumers.
It's a direct marketing service that helps independents compete against major supermarket chains by promoting the best-freshest, tastiest, sustainable and good value-ingredients available for the day.
For consumers, it streamlines the fresh food shopping and meal planning process. Available quality produce can inspire dinner ideas. It improves their chances of buying and preparing food to their satisfaction and eating healthy foods.
For more info, see http://www.richapplefool.com/blog/real-world/fresh-eats-tweets
What’s really new about your idea?:
Now consumers will be able to start their meal decision at home or work with the question "What's best and fresh at the shops?" Information will assist with purchase, preparation and cooking to optimise the flavour. Hence, enjoyment is the "carrot" to engagement to fruit and vegetables instead of the usual health and nutrition.
For fresh food retailers, it's food spruiking gone digital; the vast majority are not online. By aggregating their promotions with others in the area, they will collectively compete against major supermarket chains, cost-effectively and easily.