From a series of discussions with fellow OpenIDEO'ers, I created a concept map (click on second image above), which pairs Discover Local with several other concepts. Identified by challenge "themes," each set of ideas provides unique value propositions for consumers as well as producers.
Loyalty Program. (1) a point system or (2) cash-back. At this point we're leaning towards a point system, because it offers a strategic way to create further value, for both producers and consumers. It is worth considering the value of having a brand name such as Visa, as it would serve to increase credibility and as a corollary, consumer confidence.
Marketing. The possibilities here are powerful. Data collection is an essential element of Discover Local. Data => Knowledge => Power. For example, tracking and analytics can provide excellent information to retailers and producers, regarding the customer. Customer shopping patterns could identify new communities. The possibilities are limited only by one's imagination.
Purchase Management & Information. The card's online interface could enable participating customers to track and view their food purchases through an online tracking and management system. Here, there is potential to link the concept to the Eatcyclopedia, by Sina Mossayeb.
The "Building Transparency App" by Louise Wilson clearly outlines the heart of several of these concepts, which is information management and access, as well as a data collection and storage through cloud technology. Thus it is quite possible to imagine several of these concepts working simultaneously. In fact, for what it is worth, this is how I prefer to think about Discover Local.
Subscriptions. In Adaptive Distribution concept, I devised a subscription for food purchasing. Specifically, if customers order their repeat purchases (such as milk) in advance, they can save money while producers can better predict demand, thus reducing waste. (I can't seem to let go of this idea!)
Card Background Imaging. James McBennett suggested that customers select the background of the card, from the work of local photographers. Clearly, the theme would relate to local food. Perhaps the "community favorites" from a local photography competition would determine the final backgrounds?
Channels. Discover Local accommodates a variety of sales channels, including retail chains, food trucks, entrepreneurs and direct. (see first diagram, above)
Scalability and Standards. What is local? This is a question that must be answered by local experts. For starters, I'll suggest looking at another concept: "50 Within 50." Labeling is a key aspect of the program's continuing success.
Standards such as "USDA Organic" signal quality to the customers. In this sense, "Discover Local" labels could serve as a branding element that customers use to associate with locally sourced food products. The following point is powerfully subtle, so I'll put it in bold italics: Food producers that are motivated to enroll in the Discover Local program may alter their practices to participate. The program sets the desired standards; the market reacts. So, could this concept be a mechanism through which the desired behavior, or quality, is achieved? Can we combat childhood obesity? What are the most critical issues, where incentives can shape purchase patterns?