Assignment #1

Assignment 1

1a. What are the different motivations that drive Americans to make their food choices according to the readings and discussions we have had in class?
While discussing this question in class we decided that a variety of factors contribute to the choices Americans make when deciding what to eat. In Hungry Planet, although this book doesn't focus exclusively on Americans, we see that availability can be a major factor in choosing what to eat. Although most neighborhoods in America have more choices than refugees in Sudan, price and availability still greatly influence the food choices that we make. Another factor that we discussed in class was cultural and religious influences that affect the food we eat. Of course we learn about food from the people who raise us and the type of food that we are raised on can greatly influence our decisions at the grocery store. In “Omnivore's Dilemma” Michael Pollan discusses how the variety in the average American supermarket can be so overwhelming that we are confused and unsure about what is healthy and what is bad. He also discusses America's lack of a food culture. He states that because America is a place comprised of a mix of immigrants, the deep cultural roots of food get corrupted. This combination of immense variety and lack of a culture surrounding food creates an environment in which Americans are left with the responsibility to decipher which foods are healthy and which should be avoided.

1b. Do you agree? What are the motivations that drive you to make your food choices?
I agree with Michael Pollan that Americans are struggling with comprehending what their food is made of. It seems that over time people have become farther and farther removed from where their food comes from and what it is made of which turns the grocery store into a place where often giant corporations are walking away rich and the average American is largely misinformed about the contents of their food, especially processed foods. I also agree that necessity and price often drive people towards the foods that they eat. This is happening currnetly in America with the obesity epidemic present in intercity and other low resource neighborhoods. Fast food has become a staple on millions of American's daily menu because it is cheaper than fresh vegetables and quality proteins.
My food choices are based primarily on price and environmental ethics. I try and vote with my dollar generally when purchasing food. I don't contribute money to meat industry especially not factory farms, and I try to buy my produce locally. I also am a student so I have to think about money when buying groceries. I find that by not eating meat I have more money to spend to make sure that my food come from quality locations and farmers.

2a. Do you think the film “Super Size Me” is hopeful or pessimistic about the future of food? Why, specifically?
I think that “Super Size Me” showed a pessimistic but realistic view of the future of food especially in America but also in other countries which are quickly converting to a Western diet. The part of the film where he asks children to identify different mascots for foods marketed towards kids was very shocking. They knew Ronald McDonald's face but couldn't recognize Jesus' face. The fact that these companies who are selling junk to children are so incredibly influential to their market audience was very disturbing to me. Another part that was surprising and disappointing to me is when he talks to various people outside of fast food restaurants and asks them how often they eat fast food. When some of the people said that they eat there every day, I was horrified and even more so when I found out the results of Spurlock eating McDonalds for a month.

2b. Do you agree with the suggestions in “Organicize Me” about the cost of organic food?
At the end of Michael Strusser's month long organic experiment he finds that he spent 58% more money on food than he normally world in a month. This is a huge increase and it shows that buying all organic for most people is not always financially feasible. However something that struck me while reading this is that an organic diet that includes meat is much more expensive than a vegetarian organic diet. Organic meats are some of the most expensive products in the grocery store, and especially if he is buying groceries for his family of four these costs would add up quickly. I find that if you shop organic with a focus on vegetables and fruits which are in seasons locally and don't purchase expensive meat products, you can reduce the cost of shopping organically.

3. In your own words define a cooperative business model?
A cooperative business model is one in which member-owners work together to make consensus based decisions that represent the wishes of the member-owners. There are three types of co-ops producer, worker, and consumer. A consumer co-op uses it's pool of members to purchase goods wholesale, and therefore more inexpensively. This provides less expensive goods to the member-owners of the co-op. Worker co-ops are organizations owned and operated by the workers themselves. Instead of having people work for low wages, this allows the workers to make important decisions regarding the future of the company. Producer co-ops is a structure in which people who produce a product get together to sell and market their products together.

4. What are your first impressions of People's post expansion business model? Do you think they are running a strong business? Why or why not?
Based on their annual report is it clear that People's is doing very well financially. With an estimated growth of 28% in 2008 People's is doing much better than most businesses in the great recession. When looking over their plan for 2005-2010, my first impressions were that this company is very idealistic, which is not a bad thing. I especially liked how they outlined several areas where they could improve their sustainability and their outreach to the community. This is clearly a grocery store with more to offer than most. I think that People's is a strong business because they have been growing dramatically even during some of the worst financial times of recent history. This shows that they are providing something to the community that keeps them coming back despite the fact that they could buy cheaper groceries at another store. This connection with the community combined with People's dedication to sustainability and high quality products makes People's a strong business.

5. What are some of the markers of People's brand identity? Can you identify how People's store brand is marketed to its membership and the general population of consumers (in the store, newsletters and other promotional materials?)
People's brand identity is shown primarily through their choices of what to carry in their store. They are always looking for products that are local, organic, and produced sustainably. Another huge aspect of People's brand identity is their focus on the community. In their newsletter you can see all of the different activities, workshops, and classes offered by People's to the community. This is something that makes People's stand out from other grocery stores.
People's store brand is marketed to its members through the newsletter which connects members with all sorts of resources provided to the community by People's. A calendar of events, recipes, interviews with local farmers, product reviews, and interviews with board members and staffers at People's provide their members with a whole picture of the operation they are helping to finance. To the general population of consumers who probably doesn't have access to the newsletter, People's is marketed by the attitude and helpfulness of the staff when a new shopper arrives at the store for the first time. In this respect I feel that People's presents a positive first impression. The staff is knowledgeable and the products are very high quality so new shoppers would, I think, generally be impressed with People's upon their first visit with limited access to promotional materials.