Friendly Foods
Background:
Develop an entrepreneurship project with a product or service that targets sustainability for the Master’s in Customer Experience and Innovation.
Process
1. The Facts
Sustainable habits are more important than ever - for consumers, business, and government entities alike.
In Spain, there are public initiatives to reduce food waste because of its impact on the planet and the economy.
2. Research
1. Sustainability Trends
To better understand where both the public and private sector were headed, we analyzed global and local sustainability trends.
2. Competitive Analysis
Sustainability has gained popularity over the last few years. To better understand current solutions on reducing food waste, we analyzed organizations like FoodCloud, Too Good To Go, and Nilus.
3. Understanding Target Users
Defining our scope and understanding our target persona helped us identify the needs, frustrations, and motivations of our user.
4. Stakeholder Interactions
By studying the interactions amongst retailers, governments, producers, distributors, and end-consumers, we were able to identify gaps and inefficiencies in the process, both upstream and downstream.
3. Our Goal
To make sustainable habits easy for end-consumers while leveraging digital technology.
We learned that although users care about incorporating sustainable habits and helping reduce food waste, current solutions are perceived as tedious or inconvenient.
Research also demonstrated that perfectly edible food was going to waste because it was perceived as “ugly” food. Although the food met quality standards, it was not aesthetically pleasing.
4. Solution:
Friendly Foods is a weekly produce delivery service.
Offering fruits and vegetables straight from local producers that are the best of its kind, a little imperfect, but always delicious – all for a competitive price.
Team:
Nicole Alam, Daniela Bautista, Hector Manueco, Julia Sheveleva, Daniela Toro, and Alexandra Yabut.
Takeaway:
Adaptability is key.
We faced some challenges that ultimately led us to change the direction of our final solution. The ability to identify when and how to pivot is an invaluable skill, not just for this project, but for any circumstances.
Those who are able to adapt in an ever-changing environment are the ones that succeed.
