(Initial concept is below)
Since building upon this concept through some intense brainstorming with everyone at the OpenIDEO workshop in Brisbane, this concept has developed into 'The Super Challenge: An Australian Event', which (as shown in the diagram below) is a multimedia extravaganza to bring Aussie supermarkets (in a positive light) into a public forum through the media to engage in the conversation: what does the supermarket of the future look like? How can the supermarket support local food production? Pairing up supermarket retailers with designers, this event would be held in a public space or art space, in which the future supermarket would be brainstormed/designed/prototyped during a live event. This event would be filmed by Australian TV and developed into a documentary/reality show, and would also include an iphone app & web platform as well.
Starting from 1 kilometre at the entry to the supermarket, food will be arranged according to food miles. The further your food comes from, the further into the supermarket you have to walk. Therefore, the most local food will be in the most seen & visible places, instead of the current junk food and specials being close to the checkouts. Make this system highly visible, with signage showing kilometres & place names too so that people can physically walk through the locations their food comes from - from local, to state, to national, to international.
Given the large size of Australia, the signage system could also incorporate maps so that people understand geographically where their food comes from. This type of system would encourage people to rethink their priorities in terms of local vs imported food consumption, and allow shoppers easy and highly visible access to this information.