2) The unmet need is fresh, locally produced food for people to eat. Everyone in the world has the need for food, as they need it to survive. The need has always existed and will continue to exist for the foreseeable future. Currently we have done a good job in optimizing our food production through the development of large scale agricultural operations and the introduction of GMO's. These are large sources of contention however, and present an opportunity for large scale, locally, organically grown food opportunities to enter the market.
3a) Prototypical Consumer 1: Father, family of 5
4a) What is the nature of your need for fresh food?
Well, you know, I'm a single father with 4 kids at home that I need to feed and make sure they get all their vitamins and minerals so fresh food is important in our household.
When do you become aware of this need?
We usually notice an uptake in our eating of fresh foods around flu and cold season. These are important times to make sure everyone is eating healthy and getting things like Vitamin C to fight colds and keep their immune systems strong.
How long have you had it?
We are a pretty health conscience family. We tend to be pretty active with sports and outdoor activities so we take an interest in what we put in our body's to make sure we have the fuel to perform.
When did you first become aware of it?
Back in college I got into weightlifting a lot and realized that you could workout all you wanted to but it wouldn't make much of a difference if you didn't take a stand in your diet. That's when I first really started watching what I ate and have kept it up since.
How are you currently addressing your need?
Currently we shop around from Aldi, Publix and Fresh Market to try and find the best deals on fruits and veggies that we like. There is always questions brought up about GMO's and organics but I don't really see the difference, never have, so we just go for our favorites like broccoli and peppers.
How satisfied are you with this solution?
We do great with our health! Our diets and fitness have kept us in shape and healthy and we also go to annual physicals to make sure with our physicians. All in all we need it and are happy with what its done for us.
5a) I did not expect the very first person I talked to to be very up on their health and knowledgeable on the essentials they need in their body. However, I can't say that this convinced me that people knowing about healthy fresh foods are in the majority. I couldn't see this man spending a little extra to make sure that his foods were organically and locally produced.
3b) Prototypical Consumer 2: College male, 22
4b) What is the nature of your need for fresh food?
Haha define fresh food? I eat food thats made right away that's like fresh right? I guess I need fresh food to survive, can't be eating stale old food out here.... Oh, vegetables and stuff? Yeah I don't really cook too much on my own so I guess I don't get too much of that. Just so easy to walk over to Chik-fil-a or McDonald's and get a cheap sandwich you know?
When do you become aware of this need?
Ummm I usually get hungry around about 1:00 because I wake up at like 11:00 and thats like my breakfast. I don't ever get cravings for vegetables and stuff like that though haha.
How long have you had it?
Honestly dude, I don't think I've had a vegetable since I've come to college. Maybe like some guac in my Chipotle bowl or lettuce and tomato on a burger but that's like it.
When did you first become aware of it?
I always feel like I need to eat more veggies when my mom calls though, always telling me I need to to be healthy and stuff.
I always feel like I need to eat more veggies when my mom calls though, always telling me I need to to be healthy and stuff.
How are you currently addressing your need?
Whenever she says stuff I just kinda brush it off. It's not that big of a deal, I'll just take some vitamins or something when I'm older. Plus that food just doesn't taste that good and is'nt filling.
Whenever she says stuff I just kinda brush it off. It's not that big of a deal, I'll just take some vitamins or something when I'm older. Plus that food just doesn't taste that good and is'nt filling.
How satisfied are you with this solution?
I'm doing well so far my man, I never get sick except like the annual flu and I play basketball everyday to be active. Always playing sports and stuff to at-least keep moving, that's important but my diet is fine, I'm happy with it.
I'm doing well so far my man, I never get sick except like the annual flu and I play basketball everyday to be active. Always playing sports and stuff to at-least keep moving, that's important but my diet is fine, I'm happy with it.
5b) This was very typical of most college students I talked to especially guys. They have fast metabolisms and can eat whatever as long as they stay a little active. But the real nature is that they are only conditioning their body onto this high sodium high sugar food and that is why they feel like vegetables don't fill them up. In reality they are just missing essential vitamins and nutrients and are the prime targets for locally fresh grown food to make the biggest impact, once they are educated on the subject.
3c) Prototypical Consumer 3: Grandmother, late 70's, fit
4c) What is the nature of your need for fresh food?
Oh, fresh food is the secret to health! I've been telling my children and husband for years that that is the way to stay young! Your skin doesn't stay this healthy and vibrant if you aren't eating the right foods, after all you are what you eat!
When do you become aware of this need?
Whenever I'm feeling a little low on energy or need a pick me up I feel like some veggies are in need! You can tell when your body is low on minerals, it talks to you you just need to learn how to listen.
How long have you had it?
Well I'll tell you, growing up we were always expected to eat everything on our plate so denying veggies was out of the question! My family owned a small corner-store supermarket and we would always make sure that the produce was from local farms and growers, we wanted to support our fellow neighbors of course that's what you do. Fresh produce has been a staple all my life since I remember seeing the carts come in on Monday's with the fresh produce for the week.
Oh, fresh food is the secret to health! I've been telling my children and husband for years that that is the way to stay young! Your skin doesn't stay this healthy and vibrant if you aren't eating the right foods, after all you are what you eat!
When do you become aware of this need?
Whenever I'm feeling a little low on energy or need a pick me up I feel like some veggies are in need! You can tell when your body is low on minerals, it talks to you you just need to learn how to listen.
How long have you had it?
Well I'll tell you, growing up we were always expected to eat everything on our plate so denying veggies was out of the question! My family owned a small corner-store supermarket and we would always make sure that the produce was from local farms and growers, we wanted to support our fellow neighbors of course that's what you do. Fresh produce has been a staple all my life since I remember seeing the carts come in on Monday's with the fresh produce for the week.
When did you first become aware of it?
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How are you currently addressing your need?
Currently? I start my mornings with some eggs and spinach and a fruit shake. I'm a bit of a health nut haha so I like the exotic fruits now like acai and goji berries, they are superfoods! For lunch I usually focus on salads filled with veggies like cucumbers, peppers, zucchini, beets- oh beets are wonderful and good for so much!- umm carrots, to keep my eyes up haha, and some tree nuts for protein. Dinners are usually a hearty size of grains and veggies with a small meat to go with it like steak, chicken or oooo salmon!! I just love salmon, it has essential oils!
Currently? I start my mornings with some eggs and spinach and a fruit shake. I'm a bit of a health nut haha so I like the exotic fruits now like acai and goji berries, they are superfoods! For lunch I usually focus on salads filled with veggies like cucumbers, peppers, zucchini, beets- oh beets are wonderful and good for so much!- umm carrots, to keep my eyes up haha, and some tree nuts for protein. Dinners are usually a hearty size of grains and veggies with a small meat to go with it like steak, chicken or oooo salmon!! I just love salmon, it has essential oils!
How satisfied are you with this solution?
Honey, I am living my best life and my body is right there with me! I play competitive tennis 3 times a week and walk along the beach in the mornings. I am always full of energy and have no aches and pains. I'd say I'm doing alright for someone at my age!
Honey, I am living my best life and my body is right there with me! I play competitive tennis 3 times a week and walk along the beach in the mornings. I am always full of energy and have no aches and pains. I'd say I'm doing alright for someone at my age!
5c) This was incredible. These people are the ones who have a true need for fresh local grown foods and are willing to pay for it. It's necessary to be able to find these niches and where they exist in order to exploit the opportunities and provide for a need. There are people out there who take interest in their health and it is important to educate all who don't because it is literally your life that you are caring for with what you put in your body.
7) Overall, I believe the opportunity is there for locally grown, fresh food sources. It takes a bit of logistics in finding areas that are able to support local farms to provide food for their communities but with the advancements coming from vertical and urban farming almost anywhere can have local fresh produce now. I think that the opportunity is only going to continue to grow as more people take an interest in their health and trying to be the best versions of themselves and live long, healthy lives. I think that entrepreneurs definitely should listen to their consumers feedback as it is essential in curtailing products to meet consumers exact needs. At the end of the day though, it comes down to you and your vision of what you want to create and you have to go with your vision to see it through.
I completely agree with you with the growing opportunity of locally grown, fresh food sources. I think people would rather support the local community and fresh produce to live a healthier lifestyle. Recently, there has been a shift in eating at more vegan friendly places that offer great healthy meals. In my hometown, every weekend my family tries to go to the farmers market to buy fresh products that are grown locally to support the community and to eat better fruit and veggies.
ReplyDeleteIt is an interesting opportunity that you have highlighted here, and it's something that I never really thought of. I have the same problem as you highlighted most college students have, not getting enough fruits or vegetables. I think that it is an opportunity that is only going to keep growing because as the younger generation grows up, they may not be as educated on the need for nutrients. Also more and more people are going to college where it seems the root of the opportunity begins to occur.
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