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Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Food Trends

Investing in organic foods is much like investing in a home. Like organic food, a home protects your family, and is a reflection of personal style. It brings people together, requires planning to acquire and maintenance to keep up, and it nurtures your family’s goals. Unlike a home, organic food spoils, and the investment is weekly or bi weekly, keeping organic food at the top of mind. For Ashley, Samantha, Abigail and Isabella, investing in healthy, organic, and often local foods, enable them to support many of their other core values.

Meet the Moms


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

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Food Trends

values

Meet the Moms

obstacles


Organic Explorations Investing in moms, who invest in organics.

Findings

Food Trends

Solutions

Social and Environmental Responsibility

Family Health

Personal Health

Meet the Moms

Aesthetic

Family Relationships

For these “edge of mainstream� mothers, providing their families with healthy, primarily organic food, lays the foundation for many of their core values. While not all values are directly related to food, they are all supported in part by the mind set that organic food is important to a holistically healthy lifestyle.

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Organic Explorations Investing in moms, who invest in organics.

Findings

Eating the right foods can help the planet stay healthy; this sentiment is not new. For these moms, it helps them be both loving mothers, and responsible citizens.

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Even if one chooses not to eat or can't afford to eat organic, it is simply cheaper to by produce directly from the farm or the numerous farm stands or farmer's markets in our area than it is to buy produce from the corporate grocery stores. -Isabella

Social and Environmental Responsibility

Family Health

Personal Health

Meet the Moms

I think it's really important to support organic farming as well as keeping as many toxins out of my children's diet as possible.� - Abigail

I am lucky enough to live in an area with many natural food stores, co-ops, family farms, and farmer's markets. - Isabella

Aesthetic

Family Relationships


Organic Explorations Investing in moms, who invest in organics.

Findings

The health of the family is a real source of pride for our participants. Every day, these mothers make decisions that will help or hinder the health of their family. They often feel quite a bit of pressure to make choices of which they can be proud.

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Fresh, local, organic foods provide our bodies with the maximum nutrients available. - Isabella

I feel like I only get one chance to raise healthy children. They can't feed themselves, they are dependent on me and I have to do the best I can. -Abigail

Social and Environmental Responsibility

Family Health

Personal Health

Meet the Moms

My 3 year old daughter likes snacks, so I found things I would feel good about her eating. I did not want her just eating empty calories like chips or cookies. -Samantha I don't want to be feeding my family white flour. I want good nutrition for them and this is a way I can do it. -Samantha

Aesthetic

Family Relationships


Organic Explorations Investing in moms, who invest in organics.

Findings

Achieving optimal personal health can be a struggle for anyone, but for a mother whose places the utmost importance on the quality of food she serves her family, personal health can take a back seat. Still, it remains an important goal.

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I usually graze on what they're eating at that time, because I'm hungry - but I don't eat a full meal then because I don't want Mete (my husband) to have to eat all alone when he comes home. So unfortunately I end up eating more than I'd like I think.

Meet the Moms

-Abigail

Many soup or sauce recipes call for using cream to thicken, but you can use pureed white beans, starch veggies or tofu. This is a much healthier way to do it than cream or butter. -Samantha

You pay more for the organic products, but I believe that it is worth it for my health and the health of my family. - Ashley

Though not as strict, I have continued to try to eat the small meals throughout the day. - Samantha

Social and Environmental Responsibility

Family Health

Personal Health

Aesthetic

Family Relationships


Organic Explorations Investing in moms, who invest in organics.

Findings

Our participants place high value on a kind of beauty and taste that is closely tied to the earth. This includes everything from their home environment, to the places they like to visit, both natural and built.

Food Trends

Solutions

Our dinners are my idea of a healthy lifestyle: quality whole food, cooked at home, and shared with loved ones in a beautiful environment. Other than having someone else occasionally cook the meal, I wouldn't change a thing. Oh, except for having a dishwasher or magically self cleaning dishes. -Isabella

Meet the Moms

I cook good, healthy meals from scratch for dinner. We normally eat at home. Maybe once a week we go out for dinner. I find fun recipes to make new dishes. I like to cook with chicken and veggies and brown rice. -Samantha For our honeymoon, I had three prerequisites: it had to be someplace Damon had never traveled...it had to be colorful (vibrant in the color and texture of clothes, etc. than here in the U.S.), and I wanted culture shock. -Isabella

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Social and Environmental Responsibility

Family Health

Personal Health

Aesthetic

Family Relationships


Organic Explorations Investing in moms, who invest in organics.

Findings

Family bonding has long taken place over dinner, and these mothers are no exception. And, while a sit-down meal is not always possible, our participants still view food as a way tool to manage and strengthen important relationships.

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While sitting at the table we give each other appreciations ... we each tell all other family members something that they did or said that day that we appreciate or just something about them as a person that we appreciate. -Isabella U-pick is an ethos I grew up with, but it is much more. I often still go with my mom which allows us time together. -Isabella

Social and Environmental Responsibility

Family Health

Personal Health

Meet the Moms

I make the time after dinner, when my husband drinks his coffee, to have a cup of tea with him. It warms you up and tastes so good. -Ashley

Hosting or taking what I want my family to eat just resolves any ill feelings and makes maintaining our healthy eating much easier without the tension. -Isabella

Aesthetic

Family Relationships


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Organic is expensive

Food Trends

Organic is not always available

Organic spoils faster than conventional

Meet the Moms

The ideal meal takes longer to prepare

Eating ideally outside of the home is difficult

The Ideal Meal

There is an ideal meal that our participants have in mind: They acquire organic food locally, from a farmer’s market, organic grocer, or pick-your-own. They prepare the entire meal from scratch and enjoy it with their entire family. Unfortunately, there are also many obstacles that these mothers face which prevent them from having their ideal meal.

obstacles


Organic Explorations Investing in moms, who invest in organics.

Findings

There are several factors that make organic food more costly than conventional. Cost seems to be the main prohibitor to buying all organic groceries. Still, these mothers strive to make purchasing what they can afford, a priority.

Solutions

Food Trends

Meet the Moms

Sometimes, if I can't afford a certain item organically then I check the EWG website to check for pesticide residue levels so I can at least buy conventionally produced goods that carry the fewest chemical residues. - Isabella

It's hard to pay $5.99 for a pint of organic strawberries when I could get 2 pounds of non-organic for that price at Costco! -Abigail

You pay more for the organic products, but I believe that it is worth it for my health and the health of my family. -Ashley

Cost is the only thing that ever hinders my buying organic. Unfortunately, our budget won't always allow the entire grocery bill to be organic. Access and desire certainly aren't hindered, so I guess cost is it. -Isabella

obstacles Organic is expensive

Organic is not always available

Organic spoils faster than conventional

The ideal meal takes longer to prepare

Eating ideally outside of the home is difficult


Organic Explorations Investing in moms, who invest in organics.

Findings

All produce, conventional and organic alike, has it’s seasons when it’s available. But for our participants, there is also a component of buying fresh and local to consider.

Solutions

Food Trends

Making sure that I don't miss seasons that can pass very quickly is the main obstacle. Prime raspberry season is two weeks at most, so it is important to be ready when the fruit is. -Isabella

obstacles Organic is expensive

Organic is not always available

Organic spoils faster than conventional

Meet the Moms

Sometimes there just aren't organic options available of the kids staples - berries, fruits, etc. -Abigail

The ideal meal takes longer to prepare

Eating ideally outside of the home is difficult


Organic Explorations Investing in moms, who invest in organics.

Findings

While the edge of mainstream mothers did not speak to this specifically, other edge of mainstream participants commented about her way to incorporate produce in to her diet more easily.

Solutions

Food Trends

Meet the Moms

You may find that organic fruits and vegetables spoil faster because they aren't treated with waxes or preservatives. -USDA-FDA website

Since I've started buying them frozen, I still get all the nutritional benefits without having to go to the grocery store every couple days. -Emily (Edge of Mainstream participant, not a mother)

obstacles Organic is expensive

Organic is not always available

Organic spoils faster than conventional

The ideal meal takes longer to prepare

Eating ideally outside of the home is difficult


Organic Explorations Investing in moms, who invest in organics.

Findings

Cooking a family dinner is time consuming. Sometimes it is possible to have everyone helping to prepare a meal, but often there is a careful combination of timesaving techniques to get food on the table.

Solutions

Food Trends

When I get home from the store and am unpacking my groceries, I wash and cut up celery and carrots and put them into the bottom drawer of the fridge. I do it upon returning from the store, as I noticed when I would just leave them in the bags they came in, my family would not take the time to wash, cut and peel them in the moment for a snack. Having them ready to go makes it easy. - Samantha

obstacles Organic is expensive

Organic is not always available

Organic spoils faster than conventional

Meet the Moms

Sometimes dinner can come a little late if the plan is not thought out and if we both have to work late, or just freaking tired. - Isabella

“I always make a variety of thingsoften make a double batch to last a couple of days.� - Ashley

The ideal meal takes longer to prepare

I try to stick to fresh food made with fresh, real ingredients. Now, that said, I do let Trader Joe cook dinner for us sometimes! -Abigail

Eating ideally outside of the home is difficult


Organic Explorations Investing in moms, who invest in organics.

Findings

Leaving the home means leaving a comfort zone of control. Whether it be at someone else’s home, or out on errands with the kids, there is always a concern that organic or quality foods won’t be available.

Solutions

Food Trends

“Damon takes at least three pieces of fruit to work with him every day. I take two for a five hour shift. Whenever Maddox and I go anywhere, I grab fruit and water. So mostly it's just about forethought. If we don't carry healthy snacks with us, we eat junk. So the answer is simple ... carry fruit and healthy food wherever you go. Problem solved.” -Isabella

obstacles Organic is expensive

Organic is not always available

Organic spoils faster than conventional

Meet the Moms

“I think if I could plan really well and have a good supply of healthy snacks with me than this would work well for me, because I'm out of the house so often.” - Abigail I feel like it's healthy when I’m at home and I can control it. Otherwise, I don't feel like there are nearly enough healthy choices outside. You can't get a decent turkey sandwich at any drive through or just yogurt and fruit. I would love to change my preparation so that I had time to prepare something healthy to bring with me for when I got hungry. -Abigail

The ideal meal takes longer to prepare

Eating ideally outside of the home is difficult


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Food Trends

Meet the Moms

fresh chill prep

to go/go


Organic Explorations Investing in moms, who invest in organics.

Findings

fresh

Food Trends

Solutions

Meet the Moms

Extends the life of organic food and indicates freshness.

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Fresh extends the life of organic produce by providing protection for the food, and helping to extend it's freshness with ethylene absorbing tupperware. There is an exterior label that indicates freshness.


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Food Trends

Meet the Moms

fresh prep

Helps make meal preparation easy and efficient.

chill to go/go cut

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store

Wash, chop, prep, and store food on one piece of equipment. This helps mothers save time on the front end of meal preparation. Multi modal kitchenware has the potential to extend to the stove top and oven.


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Food Trends

Meet the Moms

fresh

chill

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chill

Protects food against freezer burn.

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to go/go

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protect

Prime raspberry season is two weeks at most, so it is important to be ready when the fruit is. That means having the freezer clean and defrosted, canning jars cleaned, etc. - Isabella


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Food Trends

Meet the Moms

fresh prep

chill to go/go

store transport compost

Compostable protection and organization for organics... ...to go!

wash & re use

I'm at the mercy of what I can find out and there are times when I have to resort to drive-thru because I have sleeping kids in the car and I'm starving. - Abigail


Organic Explorations Investing in moms, who invest in organics.

Findings

Solutions

Food Trends

Meet the Moms

Commitment trumps economic pinch. Products with label claims are doing well. omega antioxidant gluten free probiotic

calcium fiber low glycemic no salt added

Cooking at home is big. Purchases of cooking, health and healing books are up, while books overall is down. 1 million viewers during prime time on the Food Network. 1 out of 10 internet surfers are looking at food related content.

Eating healthy doesn't have to cost more. Organics are doing better at house brands than private label offerings. Organic enthusiasts are able to remain loyal because organics, which are in high demand, are becoming more affordable because of house brands and "big organic"

Sources: http://blog.nielsen.com/nielsenwire/consumer/organicenthusiasts-remain-loyal/ http://www.foodchannel.com/ articles/article/top-ten-food-trends-2011/ http://www.foodchannel.com/articles/article/top-tenfood-trends-2011/


Organic Explorations Investing in moms, who invest in organics.

Findings

Ashley, 38 Children: 2, ages 1 & 6 Income: 100k+ Alternative grocery store shopping: 50%

Solutions

Food Trends

Meet the Moms

Isabella, 37

Abigail, 38

Children: 1, age 3 Income: 60-72k Alternative grocery store shopping: 90%

Children: 3, ages 9mos, 3 & 5 Income: 75-99k Alternative grocery store shopping: 60%

Samantha, 37 Children: 1, age 3 Income: 60-72k Alternative grocery store shopping: 60%

Profile for Elise  Metzger

Oxo dp metzger finalv2  

This was a project done at Institute of Design. It was not commissioned by Oxo.

Oxo dp metzger finalv2  

This was a project done at Institute of Design. It was not commissioned by Oxo.

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