The concept here would be to take the existing infrastructure of localized supermarket advertising (both print and in-store mediums) and use it to inform customers about what products are in season to drive demand towards products that are easily sourced sustainably at any given time.
Many stores do a great job stocking local produce when it is in season near by, but customers like me never know what to look for in any given month. To see if you are in the same boat, ask yourself a few questions: When is it most sustainable to buy eggplant in your state? How about avocados? How about corn? Tomatoes? Apples? Unless you are familiar with local harvest cycles, you are probably as clueless as I am.
When I walk through a grocery store, I usually buy what I want regardless of what time of year it is and end up with stickers on food from thousands of miles away. When someone who knows the harvesting seasons walks into that same store, they buys what is in season, and they end up with fresher, better tasting food that is sourced locally.
I would love to see big color ads in the paper and on posters on the big sliding doors of grocery store entrance letting me know what is in season this week or this month. If I knew, I would buy it.
By simply telling customers what items are locally in season, we may be able to address the core goals of this challenge by increasing global sustainability and local happiness both on the farm and in the city. Instead of pulling people into a store with a coupon to a random product, we could pull them in with a connection to their local foodshed, an inside scoop on the most delicious thing around, and a natural trend of cost savings achieved by buying things when they are most plentiful.