2. H U N T S TA T E M E N T
How do we decide what
meat to buy at the grocery?
3. THE PROBLEM
many different terms and labels
local, sustainably raised meat is expensive
conflicting information released in the media about what
we should look for, for example: corn fed vs. grass fed
difficult to find and access responsibly-raised meat
overall lack of awareness
general impression that eating meat is an isolated issue
5. H O W W E C U R R E N T LY D E C I D E
cost organic
local farm raised
grade/quality
fat content
other
cage free kosher
wild caught
grass fed
sell by date
brand
air chilled
hormone free
6. C O N S U M E R S & B E H AV I O R S
CONSUMER T YPOLOGY
UNCONCERNED CONSCIOUS CONSCIENTIOUS ACTIVIST
considers only price and ambient understanding considers source, restricts food choices
recipe need of hormone free, cage treatment of animals, due to animal rights, the
free, organic; seeks processing methods; environment, religion, or
these terms when follows personal stand- the support of major
making purchase ards for each purchase corporations
target consumers
future
eats meat
increase quality >
decrease quantity >
vegetarian
7. M E AT
fish ≠ beef ≠ poultry ≠ pork
focus on beef going forward
9. GROWING BEEF
Hobby farmers may keep 8–10 cattle, and 1 bull of their own. They will sell
their calves to a local big buyer. A local big buyer may have 300–400 of their
own cows, with as many as 200 calves each season. Big buyers/CAFOs will
sometimes call a local big buyer for a “shipment” of calves. Local big buy-
ers will buy calves from as many hobby farmers as possible in the region,
which they turn around and sell to the big buyers. The big buyers complete
the growing process and beef ends up in our supermarkets.
*Concentrated Animal Feeding Operations
HOBBY LOCAL BIG BUYERS
FARMERS BIG BUYERS CAFOs *
10. C R E A T I N G A N A LT E R A T I V E
In order for an alternative to exist for conscious and conscientious con-
sumers to move toward activist consumers, they must have the opportunity
to engage directly with hobby farmers.
BEEFRIEND offers consumers an opportunity to buy beef directly from a lo-
cal hobby farmer in small groups. Consumers use their collective purchas-
ing power to decrease the demand on mass-produced beef, supporting
smaller operations and socially responsible meat consumption.
CONSUMER FARMER
11. E A R LY C O N C E P T
ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R
How does this work? How does this work?
Welcome! This is a purchasing platform aimed at supporting the responsible and
How much meat? What parts?
healthy consumtion of animals. This protal allows you to leverage the power of
groups to purchase your meat directly from local farmers. By using B E E F R I EN D,
Pick up or deliver? How much meat? What cuts? Pick up or deliver?
you support farmers in your local region that care for each cow they raise. The
Select how large you want benefits are simple: Everyone receives a variety Learn more about your Select how large you want Everyone receives a variety Learn more about your
your purchasing group. reduced carbon footprint
of cuts, but there are a few beef by picking up directly your purchasing group. of cuts, but there are a few beef by picking up directly
animals raised and processed naturally and humanely
More people, less meat. simple selections to make.
decreased cost of higher quality meat by buying in bulk from the slaughterhouse. More people, less meat. simple selections to make. from the meat packing
You may also choose to house. You may also
have your meat delivered choose to have your meat
to a local depot for pickup. delivered to a local depot
for pickup.
START MY ORDER START MY ORDER
ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R
How much meat? What cuts?
Based on a 600 lb steer
14. SERVICE MODEL OP T IONS
OPTION ONE:
BEEFriend orders are sent to a middleman who then calls the farmers to
fulfill the orders; the middleman establishes the relationships with the par-
ticipating farmers.
15. SERVICE MODEL OP T IONS
OPTION TWO:
BEEFriend orders are sent directly to a label printer which prints each or-
der on an individual label. The farmer takes these labels and uses them to
fulfill each order, package and ship each order in their own shipping boxes.
17. CONCEP T V2 WIREFRAMES
A B O UT FA RM E RS FO O D FO R TH O U G HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R
76 PL AC E MY ORDER
Welcome! This is a purchasing platform aimed at supporting the responsible
and healthy consumtion of animals. This protal allows you to leverage the
power of groups to purchase your meat directly from local farmers. By using
B E E F R I EN D, you support farmers in your local region that care for each cow
they raise. The benefits are simple: consumers
reduced carbon footprint
animals raised and processed naturally and humanely
decreased cost of higher quality meat by buying in bulk
37
steaks
ground beef roasts flank steak
cows
5 prime rib stew meat short ribs round steak
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium
doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo
enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed
quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. farmers
Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet,
consectetur, adipisci velit, sed quia non numquam eius modi tempora
incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad soup bones ox tail liver heart
minima veniam, quis nostrum exercitationem ullam corporis suscipit
laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum.
A B O UT FA RM E RS FO O D FO R TH O U G HT O RD E R ABOUT FARM E RS FOO D FO R TH OUG HT O RD E R
PL AC E MY ORDER MY ORDER
5
lbs.
1” thick
steaks
STEAKS
Sed ut perspiciatis unde omnis
ground
recipes
Neque roasts
beef porro quisquam est, flank steak
9 more orders need to be placed that are similar to
yours before we ship!
iste natus error sit voluptatem Qui dolorem ipsum quia dolor
accusantium doloremque laudan- Consectetur, adipisci velit, sed quia non
tium, totam rem aperiam, eaque Tempora incidunt ut labore et dolore
ipsa quae ab illo inventore Ut enim ad minima veniam, quis nostrum
veritatis et quasi architecto PL AC E M Y O RD ER
beatae vitae dicta sunt explicabo.
prime rib stew meat
thickness short ribs round steak
3
/4” 1” 1 1 /4”
QTY ADD steaks
ground beef roasts flank steak
soup bones ox tail liver heart
prime rib stew meat short ribs round steak
18. C O N C E P T V 2 W I R E F R A M E S , T E S T I N G R E S U LT S
• purchase sequence screens were confusing, show all three sections in
one view, the three sections being:
• what I can buy (pictures of meat)
• what I have selected to buy (my order)
• information about what I can buy (recipes, meat info)
• Use conventional looking buttons
• Include login place/info
• Show sequence of user getting pushed information upon re-login
• Take out any comparison to other meats
• Do not compare against other meats, which is basically a comparison
against other farmers
• instead focus on good things about beef and farmers participating
• Best entry point of site is by the kind of meat I want, not how large of a
group i want to purchase my meat with
