4. interviews
“john” Giant Eagle, fish counter
What’s fresh?
Is this wild or farmed?
I’d like something new, do
you have suggestions?
Country of origin?
5. interviews
“Zack” Whole Foods, fish counter
Which fish has Omega 3s?
Which fish have high mercury
levels?
Could you clarify whether I should
be buying wild fish or farmed fish?
7. interviews
Whole Foods, male customer
I get a lot of advice from a friend
who owns a farm.
Organic
Traceable to farm
Cost
8. interviews
Whole Foods, male customer
only at home, buys my meat here
Cost, but I’m not looking for cheapest
what I haven’t had in a while, what I can
make with ingredients I have
use price to make my choice after I’ve
narrowed down using other factors
transition happened gradually, wasn’t
always this way
13. UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
at restaurants
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR
audience & behavior
14. problem
If we are choosing to consume meat,
how can we make the most socially
responsible choices?
16. statistic
“Just three companies process over
80% of our beef; four companies
process 60% of US chicken, and one
corporation owns 90% of the seed
supply.”
community food security coalition
17. statistic
“the U.N. Food and Agriculture Organization
(FAO) concluded that worldwide livestock
farming generates 18% of the planet’s
greenhouse gas emissions — by comparison,
all the world’s cars, trains, planes and
boats account for a combined 13% of
greenhouse gas emissions.”
http://www.time.com/time/health/article/0,8599,1839995,00.
html#ixzz14AZKEyR7 (2006)
19. belly bands
UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
at restaurants
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR
20. counter reference cards
IRRELEVANT BEGOOD
inspected for
wholesomeness by us
department of agriculture
The 1967 Wholesome Meat Act and the
1968 Wholesome Poultry Products Act
require State inspection programs to be "at
least equal to" the Federal inspection
program.
organic
On foods like fruits and vegetables,
look for a small sticker version of the
USDA Organic label or check the
signage in your produce section for
this seal.
The word "organic" and the seal may
also appear on packages of meat, car-
tons of milk or eggs, cheese, and other
single-ingredient foods.
21. UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
at restaurants
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR
counter reference cards
• additonal questios you could ask
• additonal questios you could ask
• additonal questios you could ask
• additonal questios you could ask
• additonal questios you could ask
• additonal questios you could ask
BEST
Antibiotics
Hormones
Vegetarian Diet
Traceability to Farm
Local
Grass Fed
Pasture Raised
Not confined
Barn roaming
Inspected for Wholesomeness
Grade A, B, C
Minimally proceessed
All natural
“Federeal regulatons prohibit the use of horm
poultry”
Country of origin
Cage free
Free range
air chilled
Air Chill helps inhibit the spread of
bacteria by keeping all of the chickens
independent, and saves 30,000 gallons
of chlorinated water every day
re
at
22. more interviews
1 unconscious consumer
1 conscious consumer
2 conscientious consumers
UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR
23. action
inaction
aware, lots of
knowledge
unaware, little
knowledge
conscientious
behaving as
unconscious
conscious
behaving as
conscious
unconscious
behaving as
unconscious
current
UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
at restaurants
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR
25. desired action
inaction
aware, lots of
knowledge
unaware, little
knowledge
conscientious
behaving as
unconscious
conscious
behaving as
conscious
unconscious
behaving as
unconscious
26. vOUCHER
government subsidized
health insurance premium, utility
bill, tax write-off
voucher
supports positive behavior
does not punish those with
financial constraints
UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
at restaurants
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR
27. 1
meal with
conventional beef
family favorites include
beef stew or steak fajitas
2
meal with
conventional pork
try a pork tenderloin with
some fresh steamed
vegetables
3
salad nicoise
a great way to enjoy
vegetables accented with
a tuna steak
4
day of rest
opt for vegetarian pizza
with a fresh salad
5
meal with
conventional chicken
buy a whole chicken and
roast it with vegetables
daily dinners
cards with dinner suggestions for
each day of the month
meant to encourage consumption of
sustainably raised meats
also encourages meatless days
UNCONSCIOUS
consumer
price
recipe need
buys meat on nearly every
shopping trip, enough for
meat in every dinner;
eats meat at restaurants
buys meat on some
shopping trips, enough for
meat in 2–3 dinners a week;
eats meat at restaurants
buys meat 1–2 times a
month, maybe has meat 4
times a month;
eats very little or no meat
at restaurants
no meat or fish;
eggs and dairy
optional
hormone free
cage free
organic
Where’s my meat coming from?
Was it humanely raised and
processed?
vegetarian
CONSCIENTIOUS
consumer
ACTIVIST
consumer
CONSCIOUS
consumer
AUDIENCE & BEHAVIOR