"How can we re-think the grocery experience — from growing produce to food consumption — reinforce ecological and social sustainability, locally-grown goods, social equity, and secure supply chains?" The team honed this design challenge with a particular consumer segment in mind skewing Millennial, female-identifying, having greater levels of education and income, and valuing cooking from fresh produce in a time-efficient way. Using this demographic motivated by values-based purchases, the team focused first on this segment to lead towards scaling these strategies for larger audiences.
