What's for dinner?

Sharon Lee's picture
Submitted by Sharon Lee on 1 February 2010 - 9:16am
What's this idea about?
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 is the social need or challenge your idea could address?: 
Australia has one of the highest market concentrations of grocery retailers in the world with Coles and Woolworths accounting for 80% of the total market. Combined, they own around half of the fresh food market, and both have announced plans to increase their market share. Supermarket dominance will weaken local economies, culture and character. With little or no competition, the quality, diversity and affordability of fresh food will decline. This will have a negative impact on (the already low) consumer engagement with—and intake of—fresh fruit and vegetables. Supermarket dominance is much more than an economic issue; it has far-reaching social and health implications for Australia.
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.
Stage of development
What inspired you to come up with your idea in the first place?: 
I'm interested in the debates around Australian supermarkets, farmers and market competition, as a result of my (healthy!) obsession with food. I lived in England for a few years and the fresh food was atrocious. I stopped eating fruit because of the continual disappointment. And that's my expectant feeling now when I'm forced to buy "fresh" food from Australian supermarkets. Which is kind of ridiculous. Anyway, thinking around the topic I remembered a friend's idea to list the produce and prices of greengrocers. I wondered how that could work for different merchants, remain current and be more desirable for consumers to use. And then I recalled this Twitter device (http://www.bakertweet.com) for a baker.
From 1-5, what stage of development would you say your idea is in? - Explain further: 
1 - early concept stage
What can we do for you?
Tell us what we can do for you: 
During the weekend, an open brainstorm around the concept would be good. As well as hearing more ideas on how it can become viable. I'd like to work on a functional prototype for the fresh food spruiks component. So working with people that know about (or are interested in) Twitter applications / mobile connectivity would be great. It needs to be easy for a greengrocer (or shop assistant) to upload daily, so a mobile to web is ideal. Design isn't important now, more so user experience and development. A proof of concept would be great to take to merchants / food shoppers for testing + interviews. Beyond the immediate, I'd love help navigating through funding, foundation vs. company (which is best for long-term success of the project?) and staying focussed.
Select which are the one or two most important things that you need to help the development of your idea: 
Mentor - to help you through the process of turning your idea into reality
Funder - to give you some initial cash
If Social Innovation Camp is able to help push your idea forward, do you have the time or desire to take ownership of it?: 
Yes
Anything else you want to tell us?: 
I'm interested in seeing if I can combine my professional life with my values and health and food fixation. Not a big ask?
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Sharon Lee's picture

Re: What's for dinner?

by Sharon Lee - 10 Mar 2010 - 7:22pm
Oh yay you've signed up! Thanks for the message, to answer your query: It's a direct marketing tool that extends the customer service of local merchants. They "spruik" to consumers what is best/fresh in the shop that day. It reminds consumers to visit the shop and increases the likelihood of them eating delicious fruit and vegetables (in season, ripe, local, fresh etc). Connected to that is information about how to purchase/store/prepare the ingredient, as many people don't know the basics. Things like do strawberries go in the fridge, which potato is best for mash etc. Also multicultural recipes-and garnered from them-interesting yet easy combinations to spice up the mid-week meal. These would most probably come from food bloggers or vegetable gourmet types. For people who want quick new ideas, the site could combine a query with a few of the best and freshest and serve up three suggestions (and recipes) for dinner. BUT for the camp, priority is work on the spruiking section. For more on the project, visit http://www.richapplefool.com/blog/whats-for-dinner/ I'll be posting new stuff every so often, so keep an eye out! Over the next few weeks I'll be doing wireframes, prep for database etc. We have a little email thing happening with peeps from the other night so drop me a line if you want in, otherwise see you in March! YAY! Thank you!
chieftech's picture

Re: What's for dinner?

by chieftech - 12 Feb 2010 - 1:34pm
I think one of aspect of this idea - and you've already hinted at this - is making sure it works well for both merchants and food shopper alike. This isn't just the user experience, but also making sure the underlying mechanics of the site benefit both groups. I'd be interested to understand more if this about competing with the big chains on price, or developing a community around a tool that makes its easier for them to cook from scratch using quality, fresh, locally distributed produce.
Sharon Lee's picture

Re: What's for dinner?

by Sharon Lee - 2 Feb 2010 - 7:53am
Thanks Don! I'll definitely be in touch with both for audience development and for FCS, spruiking their wares. For anyone interested: 'No Woolies" campaigns are happening from Erskineville (http://www.erskinevillevillage.org) to Mullimbimby (http://www.mullumaction.org) and Newport (http://www.newportversuswoolies.org) in between. Food Connect Sydney (http://sydney.foodconnect.com.au) is a social enterprise—new to sydney—that delivers fresh produce from eco-friendly farmers. 10% of their net profits will go towards a Foundation dedicated to resolving food security issues.
donmacca's picture

Re: What's for dinner?

by donmacca - 1 Feb 2010 - 2:00pm
Great stuff. Perhaps worth connecting in with some of the 'No Woolies' compaigns, such as in Newport. Also worth looking at the work of Food Connect Sydney.

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