I saw your post on the DC open IDEO meetup and this idea seems great. A few thoughts to take or leave: - I think this idea could be even more impactful if perhaps in the 2nd phase, it expands beyond the individual into a family healthy lifestyle challenge. I think this addresses several things - first it adds to the sustainability, because you are more likely to keep the healthy lifestyle if the ppl around you reinforce it; secondly, it increases the appeal to grocers I think, because you could do a lot of deals/promotions around the "healthy family meals" concept; thirdly I think culturally in the communities you're targeting, family plays a key role values wise and from a behavior change perspective, and it could make for interesting TV! - I think you could do some targeted live events at the grocery stores to build excitement around the concepts and also bring more ppl to the store and make the benefits tangible for the stores. For instance, you could do a "5 minute healthy shopping challenge" - who can put together the healthiest tastiest meal from ingredients picked up in the grocery store within 5 minutes (sort of like a Guys Grocery Games concept). You could have the community attend and give out coupons and other shopping incentives for all those in attendance. - another "hook" for grocery stores is getting more data on peoples eating/meal preferences. for instance maybe via the website or the sms interface, participants could enter info abt their eating habits and food preferences, and get back customized recipes highlighting items on sale from the partner grocery store -- there are lots of possibilities I think along these lines. - you could also consider partnering with local gyms (or ymcas and community centers) as a supplement to the grocery stores.