Sharon from What’s for Dinner? takes the OZ SI Camp Changemaker Quiz
Sharon Lee | March 17, 2010
Sharon Lee introduces her new project from OZ SI Camp, "What’s for Dinner?", in a quick Q& A.
Had you ever entered a contest like this before?
No, ASIX is my first.
How much research did you do to find out if other people are already developing an idea like yours here or overseas?
I did a few weeks desk research to explore the problem and help fine-tune the solution.
I’ve discovered quite a few "seasonal" databases for food and "find a butcher" type of services. These are first generation websites built for data, not people.
There’s also a plethora of healthy eating messages, programs and websites.
What’s for dinner? is distinctly different.
It delivers the “idea” of fresh produce to the consumer, at the time when they are thinking about dinner, to inspire the meal idea.
The focus is on the consumer (and solving their problems) to improve their experience of fresh food. The strategy is to increase the frequency and intensity of pleasure (through taste) of eating fresh food. We support them from inspiration to flavour tips to dinner ideas.
It also serves to promote independent fresh food merchants such as farmers, greengrocers, fishmongers, and butchers. Through daily promotion of their best produce, they remain on top of mind.
The closest thing to my idea is the application that helped inspire it, bakertweet.com. It’s a simple physical interface that enables bakers to “tweet” freshly baked goods.
People may draw comparisons to “Grocery Watch” but the focus of what’s for dinner? is to provide quality, tasty, fresh food from independents. Cheaper prices is just a consequence of eating seasonally and, in the long-term, ensuring there is healthy competition for major supermarket chains.
It’s a win for farmers, consumers, local communities and the environment.
Are you now combining efforts with anyone you connected with through that initial research process? Tell us about it.
I’ve located a few likely stakeholders whom I will be contacting over the coming months. They range from merchants, partner organisations and consumers.
With a prototype I can demonstrate the difference in approach to first generation websites; our combination of direct marketing with social web capabilities.
The differences are:
- It’s easy to update. Merchants need only two minutes to send a text message.
- It’s open to share. By being open we can increase the likelihood of widespread adoption.
- We have audience engagement strategies. We’re starting with the most passionate and growing the base from there.
- We have a service approach. We will deliver information to where the consumer wants it, whether it’s on their personal blog, mobile or through their Twitter stream.
- We will live beyond the web. What’s for dinner? will become a symbol of what’s best and fresh in-store
- The service is likely to be revised with stakeholder input.
Which individuals or organisations would you really love to see get behind your idea?
Starting with the big guys:
- The government, in particular the Department of Health and Ageing, along with State and Territory (or through their initiatives/programs).
- The horticulture industry and their individual silos.
- The central markets.
- Organisations with an interest in promoting health.
- Farmer’s markets and community supported agriculture programs.
- Consumer advocates.
- Local councils.
- Chefs, farmers and fresh food merchants.
- Foodies and home cooks.
Are you working on this project as part of your job or in your own time?
I’ve been working on this in my own time with assistance from friends.
How do you first find about OZ SI Camp?
Through my blogI’ve been exploring design thinking and social change and I found out about it through there. I was also reminded about it at a web conference.
What stage do you expect this project to have reached 12months from now?
During the next few months, the focus is on audience research, establishing partnerships and business planning.
Does it capture the imagination of consumers? Will people in the industry see its value? Will it be able to gain the necessary funding to ensure the resources for successful implementation? Beyond that, will it be economically sustainable?
Phase one of the website must be defined and developed. A plan and schedule for the marketing and rollout must be created. The project may require a phased approach to rollout, to the communities that seem prime for adoption.
From there we can fine-tune the rollout system so that it is a replicable.
If we can quickly source seed capital, phase one of the site and the first rollout could be underway in 12 months.
In your wildest dreams, what would be the ultimate measure of success for this idea?
The ultimate measure of success is transforming consumer ambivalence towards fruit and vegetables into passion.
The measure for that is:
- Decreasing their disappointment.
- Increasing the volume and value of purchases with independents.
- Increasing intake.
- Start thinking with “what’s best and fresh?” then planning their meal inspiration from there.
- An emotional connection and understanding of nature, its seasons and unpredictability as a basis for purchasing behaviour.
And through consumer demand:
- Decrease in imports of fruit and vegetables.
- decrease in focus of the food industry in extending seasonality.
What’s the worst that could go wrong?
I would hate to see a failure in potential of this idea through lack of support, research and planning.
On the other hand, too much planning instead of being small, nimble with constant re-evaluation and change, could result in project stasis.
Was this a new idea you developed specifically for SI Camp, or did the call for submissions simply provide an opportunity to get some traction on an idea you’ve been trying to make happen for a while?
I developed this idea specifically for the camp; the call for submission came at an opportune time. I have been searching for a way to leverage my professional experience in different ways.
Your definition of Social Innovation in one sentence
Delivering value to people and society through desirable and inventive means
Your favourite example of social innovation
I’m a fan of Stephanie Alexander’s Kitchen Garden. The kitchen garden is a great way to connect urban dwellers with food seasonality, provide fresh food and increase intake. It reframes fruit and vegetables to something fun and exciting as opposed to something you chow down to get dessert.
I’m also a fan of Jamie Oliver’s many initiatives, from England, to America and even Australia.
The time is now to address the food and health issue; it’s a global concern.
Highlight one – When it comes to technology I’m a:
a) luddite b) know the basics c) competent d) uber nerd e) professional tech geek
Will you report back in a few months and share your progress with us?
Sure, be happy to! For the diehards I’m also blogging the progress at the richapplefool blog.
Anything else you’d like to add before we finish?
Thanks ASIX for the opportunity! The camp was amazing; so many generous and passionate people working towards a common goal.
When I first saw the Internet, I knew it’d change the world, and through social innovation, I think it will for the better.
Sharon Lee is equally passionate about food and designing for human experiences. She has a web consultancy, named Richapplefool, and a dream of getting paid to eat great food.
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