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Farmer's Market Meets Fast Food!

If farmer's markets selling fresh fruits and vegetables played by the same rules as fast food restaurants - convenient, fast, heavily branded, heavily advertised and visually fun - kids might be drawn to them and more interested in eating there.

Photo of Demian Repucci
7 28

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Develop a chain of branded farmer's markets positioned to compete against fast food restaurants for kid's attention. Each 'Grow2Go' (working title) store would sell fruits and vegetables collected from local farmers. This would be especially helpful in suburban and rural areas that don't have easy access to farmer's markets. Stores would use the same vocabulary as popular fast food chains, featuring bold graphics and signage, casual indoor seating and drive-thru service. In addition they would also have a farm stand of daily delivered fruits and vegetables and a roof garden for added visual impact. 'Grow2Go' would look like a fun fast food restaurant, and be as convenient, but offer fresh and healthy food.
With the supply of locally grown produce 'Grow2Go' would then also make food to sell at their in-store counter or drive-thru windows. There could be a 'Grow2Go' line of fruit smoothies - think locally sourced Jamba Juice. There could also be a line of vegetable based smoothies, maybe putting a modern twist on traditional cold gazpacho soups. Flavors could include, tomato / melon, garden gazpacho, cantaloupe / almond, etc. Hot menu items could include corn on the cob with chili and lime, veggie burgers, sweet potato fries, grilled eggplant, etc.
By centralizing the organization 'Grow2Go' will be able to offer fresh fruits and vegetables in a highly branded and advertised form, making the typically 'grass-roots' look of independent farmer's markets more interesting and visually appealing to kids.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Middle school (Tweens) 11-13
  • High school (Teens) 14 -18
  • Young adults 18-21

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Expense and Convenience
  • Peer Pressure

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Photo of Matt

Great reinvention of the fast food experience!

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