The average, budget conscious family, with little time to cook full meals. Parents who would like to prepare healthier meals, but always seem to end up serving basic pasta or buying frozen meals. They would opt for healthier options, such as salad or vegetable soup, but the cost of fresh vegetables in combination with the time it takes to prepare a vegetable rich meal repeatedly steers them to the frozen foods aisle.
The demographic could also include 20-something independents who would like to learn to cook, but have no idea where to start.
CURRENT IN-STORE DISPLAYS
Current, recipe-themed, promotional displays always seem to rotate between five basic, outdated recipes. Tacos, pasta, tuna noodle casserole or canned tuna and mayo. In an image search, tuna/mayo displays from 1965 look the same as present day promotions. The promotions are rarely centered around fresh food and do not include recipe cards. When developing updated promotions, the low cost and meal simplicity should be maintained.
CURRENT TIME-SAVING, HEALTHY OPTIONS
Fresh cut fruit is a time-saving, healthy option, but almost always is marked up in price for the additional preparation service; which most families do not have the luxury of paying for. The quality of frozen or prepared meals have come a long way since 1950, but are still typically high in sodium and preservatives. Organic frozen meals are a good option, but not for the average budget conscious family.
RETHINKING A HEALTHIER, BETTER VARIETY
A popular complaint for farmers and supermarket managers is the consumer's habit of over looking oddly shaped or slightly bruised produce. Utilizing hard to move, and already existing wholesale produce could allow markets to sell pre-cut vegetables with significantly lowered prices. Keeping the time saving positives of the fresh-cut fruit and offering prepared, raw vegetables, ready to cook.
Suggested recipes would still need to maintain a certain, simplicity (5 to 7 steps) and a fixed price ($10 to $20 for a family of 4). Recipe cards would be on display with the promoted items. (ex. A vegetable soup recipe would be merchandised with low-sodium vegetable broth and various fresh-cut vegetables.)
Allow weekly displays to be rotating simultaneously in key locations to catch parents on their way to the frozen food section or snack aisle.
For grocery stores with the resources, on-site demonstrations, cooking classes and collaborations with local magazine or restaurants for additional promotional support would allow an eating-healthy network within the local community to grow.