Every purchase counts: Creating awareness by involving consumers in the impact of their food choices

The Dutch food system nowadays is more efficient than ever and is able to feed many. However, this globalized and industrialized food system cannot be sustained in the next eras, because of its high contribution to biodiversity loss, the emission of greenhouse gasses and the fast decrease of soil health. System change is needed to move our food system to one that can feed the world population without compromising our future generations. Short food supply chains (SFSCs) could contribute to this system change as they increase consumer awareness, promise a better price for the farmer and as such create room for more sustainable farming approaches. To increase the amount of short food chains in the Netherlands, this thesis project focuses on equipping SFSC entrepreneurs to overcome one or more of the main barriers they face when creating such a chain. A literature study, interviews and observations uncover that the most important challenges are faced in the phase of scaling-up. The one-on-one contact between food producer and consumer is no longer viable in this phase due to the rising amount of customers. Meanwhile, consumer research shows that this direct contact with the producer is crucial in meeting the specific consumer needs that are fulfilled when buying in a SFSC. In conclusion, the challenge of creating a customer experience in which the consumer feels close to its food- and producer, whilst having indirect consumer-producer contact, is defined as this projects’ design focus. To find a tangible solution to this challenge a case study with De Nieuwe Melkboer is set up. This Dutch soy milk initiative has just launched its first product and is facing the abovementioned challenge. A creative and collaborative approach has led to a design solution for De Nieuwe Melkboer: every purchase counts - a customer experience to create awareness by involving consumers in the impact of their food choices. Instead of selling a bottle of milk, a bottle of positive impact is sold as the front of the label only states ‘deze aankoop telt’ – this purchase matters; it counts. An online service is created in which the consumer can decide to what positive impact project their purchase should contribute. Offering this choice will create a feeling of inclusion and build understanding the impact that growing and processing soy has on our planet and society. The consumer will be notified once the positive impact is realized and thus stays included and gets a tangible image of the impact that his food choices have. To share the insights of this research with SFSC entrepreneurs a handout has been created. It provides an overview of consumer wishes when buying in a short food chain and includes three questions that SFSC entrepreneurs should ask themselves to better respond to consumer needs. All in all, it is one step forward in better equipping short food chain entrepreneurs to take on the challenge of scaling up their initiative.Strategic Product Desig