Process Presentation

How do we decide what meat to buy at the grocery?

H U N T S TAT E M E N T

T H E P R O B L E M

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

R E S E A R C H

1 survey: 72 respondents 2 fish counter workers1 meat counter worker1 butcher7 consumers3 farmers2 farms

organic

grass fedair chilled

cage free

hormone free

farm raised

wild caught

localkosher

sell by date

grade/quality

fat content

other

cost

brand

H O W W E C U R R E N T L Y D E C I D E

decrease quantity >

increase quality >

future

eats meat

vegetarian

CONSUMER T YPOLOGY

considers only price and recipe need

ambient understanding of hormone free, cage free, organic; seeks these terms when making purchase

considers source, treatment of animals, processing methods; follows personal stand-ards for each purchase

restricts food choices due to animal rights, the environment, religion, or the support of major corporations

target consumers

UNCONCERNED CONSCIOUS CONSCIENTIOUS ACTIVIST

C O N S U M E R S & B E H AV I O R S

M E AT

fish ≠ beef ≠ poultry ≠ pork focus on beef going forward

R E S P O N S I B L E C O N S U M P T I O N

healthy for mehealthy for the environment healthy for animalshealthy for farmers

G R O W I N G B E E F

BIG BUYERS CAFOs*

LOCALBIG BUYERS

HOBBYFARMER S

*Concentrated Animal Feeding Operations

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.

C R E AT I N G A N A LT E R AT I V E

CONSUMER FARMER

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.

Select how large you want your purchasing group. More people, less meat.

Everyone receives a variety of cuts, but there are a few simple selections to make.

Learn more about your beef by picking up directly from the slaughterhouse. You may also choose to have your meat delivered to a local depot for pickup.

How does this work?

How much meat? What parts? Pick up or deliver?

START MY ORDER

O R D E RFO O D FO R T H O U G H TFA R M E R SA B O U T

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 BEEFR I E N D, you support farmers in your local region that care for each cow they raise. The benefits are simple: reduced carbon footprint animals raised and processed naturally and humanely decreased cost of higher quality meat by buying in bulk

Select how large you want your purchasing group. More people, less meat.

Everyone receives a variety of cuts, but there are a few simple selections to make.

Learn more about your beef by picking up directly from the meat packing house. You may also choose to have your meat delivered to a local depot for pickup.

How does this work?

How much meat? What cuts? Pick up or deliver?

START MY ORDER



How much meat?Based on a 600 lb steer


What cuts?

E A R L Y C O N C E P T

C O N C E P T VA L I D AT I O N

V I S I T I N G A L O C A L B I G B U Y E R

S E R V I C E M O D E L O P T I O N S

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.

S E R V I C E M O D E L O P T I O N S

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.

S E R V I C E B L U E P R I N T

C O N C E P T V 2 W I R E F R A M E S

O R D E RF O O D F O R T H O U G H TFA R M E R SA B O U T

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

BEEFR I E N D, you support farmers in your local region that care for each cow

they raise. The benefits are simple:

reduced carbon footprint

animals raised and processed naturally and humanely

decreased cost of higher quality meat by buying in bulk

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minima veniam, quis nostrum exercitationem ullam corporis suscipit

laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum.

37cows

76consumers

5 farmers

P L AC E M Y O RD E R


prime rib

ground beef

stew meat

roasts flank steak

short ribs round steak

soup bones ox tail liver heart

steaks


prime rib stew meat short ribs round steak

soup bones ox tail liver heart

ground beef roasts flank steak

STEAKS recipes

thickness

QTY

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3/4” 1” 11/4”

ADD

P L AC E M Y O RD E R M Y O RD E R


steaks

steaks

ground beef roasts flank steak

5 lbs.

1” thick

9 more orders need to be placed that are similar to yours before we ship!

prime rib stew meat short ribs round steak

P L AC E M Y O R D E R

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

BEEFriend is a cooperative way to buy your beef, aimed at

supporting sustainable agriculture, preserving the environ-

ment and providing access to higher quality, healthier beef.

This portal allows you to leverage the purchasing power of

groups to source your meat directly from local farmers. By

using BEEFriend, you reduce the demand on commercially

raised animals and support farmers in your local region that

care for each cow they raise.

The benefits are simple:

• reduced carbon footprint

• animals raised and processed naturally and humanely

• support local farmers

• decreased cost of higher quality meat by buying in bulk

Become a member or visit at your leisure—your presence

here means you care and can make a difference.

WELCOME THE BEEFriend COMMUNITY

ADD TO ORDER

EDIT ORDER

JOIN NOW

CONTINUE

PURCHASE

NEWS

>> Food Safety Question? USDA Has an App for That

>> Controversy Looms Over Dairy Farm Drug Tests

>> Moms Weigh in on Animal Antibiotics

>> Tester: Small Farms Won with Food Safety Exemption

>> States Consider Bans on Farm Photos

>> Processors Ask for Meat, Poultry ‘Pasteurization’

>> Publisher’s Platform: Transparency is Good

>> GAO Reports on USDA Contracts for School Meals

>> USDA Rule Encourages Local Food for School Meals

>> Report Ranks Riskiest Food-Pathogen Combinations

>> Dairy Pro Offers Food Safety Strategies

>> Salmonella Outbreak Tied to Raw Milk in Texas

>> More Salmonella Illnesses in Rhode Island

Becoming a member allows you to check the status of your order once its placed. BEEFriend will also make sure you see meat-related news and issues that interest you. Creating an ac-count also allows you to see your sphere of influence.

There are 76 members to date and growing! Meet the others that care about the quality of their beef. One day, you may share the purchase of a cow!

76MEMBERS

BEEFriend sources its beef from 12 different family owned farms in West Virginia and Pennsylvania. Sourcing meat locally can save a cow over 4,000 miles of travel in its life.

12FARMS

45 cows sold to date. All are raised on grass and hay while some farms supplement with grain during the winter months. Antibiot-ics are only given to the animals during real times of need.

45COWS

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S T E W M E AT

OX TA I L

P R I M E R I B

S O U P B O N E S

BEEF FEED PRIME RIB

RECIPES

ORDER

G RO U N D B E E F

P R I M E R I B

F I L E T M I G N O N

OX TA I L

S H O RT RI B S

RO U N D ROA S T

S T E W M E AT

S O U P B O N E S

A standing rib roast is a cut of beef from the rib section, which is

one of the eight primal cuts of beef. The entire rib section com-

prises ribs six through twelve of the animal; a standing rib roast

can comprise anywhere from two to seven ribs. It is given the

name “standing” because it is most often roasted in a standing

position, that is, with the ribs stacked vertically and the vertebral

processes on the bottom. A colloquial and popular term for this

cut is “prime rib”.

Blackened Prime Rib

Photo of: Boneless Garlic and Rosemary Rubbed Prime Rib with

Red Wine Mushroom Sauce

Prime Rib Au Jus with Yorkshire Pudding

5 lb Bone-in Prime Rib $2.29/lb Qty:

5 lb Boneless Prime Rib $3.29/lb Qty:

MOO-METER

MY ORDER

WE NEED

12 more orders similar to yours before we can ship.

1 3 lb-bag, soup bones $5.8510 lbs Short Ribs $18.90

Order > Prime Rib

ADD TO ORDER

EDIT ORDER

JOIN NOW

CONTINUE

PURCHASE

ADD TO ORDER

EDIT ORDER

JOIN NOW

CONTINUE

PURCHASE

Create an account LOGIN

© BEEFriend | Privacy Policy | Legal Statement | Contact Us

F I N A L C O N C E P T

Omnivore’s Dilemma, Michael Pollan

Eating Animals, Jonathan Safran Foer

Polyface Farmwww.polyfacefarms.com

Food Safety Newshttp://www.foodsafetynews.com/

Meatless Mondayhttp://www.meatlessmonday.com/

USDAwww.usda.gov http://www.usda.gov/factbook/chapter2.htm http://www.usda.gov/factbook/tables/ch2table21.jpg

Beef.orgwww.beef.org/udocs/Beef%20Bytes%20Health.pdf

IMAGES

ground beefhttp://quick-dinnerideas.com/ground-beef-gives-you-countless-meal-variations-and-nutritional-benefits/

primerib http://www.tommyeats.com/tommyeats/2007/12/rib-roast.html

soup bones http://www.google.com/imgres?imgurl=http://thefussyduck.files.wordpress.com/2009/02/dge_img_2009_01_25_0750-pho-beef-bones.jpg&imgrefurl=http://qwikstep.eu/search/bones-beef.html&usg=__TMjfT8BDGkiFcl5QCs4YmsGBV10=&h=1685&w=2527&sz=3042&hl=en&start=37&sig2=QrIZG2bvih0pNsbYxNtwZA&zoom=1&tbnid=m0Xs8jvKzjODTM:&tbnh=130&tbnw=180&ei=Zvm8TZWIKcTytgeSuaHVBQ&prev=/search%3Fq%3Dbeef%2Bsoup%2Bbones%26hl%3Den%26biw%3D1051%26bih%3D733%26site%3Dsearch%26tbm%3Disch0%2C1424&um=1&itbs= 1&iact=hc&vpx=128&vpy=197&dur=564&hovh=183&hovw=275&tx=148&ty=141&page=3&ndsp=20&ved=1t:429,r:10,s:37&biw=1051&bih=733

stew meathttp://www.myrecipes.com/how-to/video/preparing-stew-meat-10000001901057/

round roast http://www.google.com/imgres?imgurl=http://thebutchersdaughter.files.wordpress.com/2011/01/img_08772.jpg&imgrefurl=http://the-butchersdaughter.net/category/beef/&usg=__1VA1lZJvdWK9WF7ZzsAT4rfxsAA=&h=1200&w=1600&sz=255&hl=en&start=18&sig2=f4UiYOsYn6IzBcv0Ly-IMA&zoom=1&tbnid=pBIm29fmCxNfPM:&tbnh=125&tbnw=163&ei=B_y8TajuM4rYgQefl62DBw&prev=/search%3Fq%3Dbeef%2Bround%2Broast%2Bchopping%2Bblock%26hl%3Den%26biw%3D1051%26bih%3D733%26site%3Dsearch%26tbm%3Disch0%2C338&um=1&itbs=1&iact=hc&vpx=643&vpy=389&dur=727&hovh=129&hovw=173&tx=108&ty=76&page=2&ndsp=20&ved=1t:429,r:3,s:18&biw=1051&bih=733

short ribshttp://www.google.com/imgres?imgurl=http://farm3.static.flickr.com/2442/3797233375_4e8c1387d2.jpg&imgrefurl=http://forums.egullet.org/index.php%3F/topic/56253-the-bulgogi-kalbi-topic/page__st__60&usg=__hcFnaOa2fgxQ7VfA2HZeb1_NUHs=&h=388&w=5-00&sz=140&hl=en&start=160&sig2=LqnUubvHg3cUVS6kP2KO8w&zoom=0&tbnid=TutX5rerqFYH8M:&tbnh=101&tbnw=130&ei=-fy8TdvaC5LpgQf-5NTeBg&prev=/search%3Fq%3Dbeef%2Bshort%2Bribs%2Bchopping%2Bblock%26um%3D1%26hl%3Den%26sa%3DN%26biw%3D1051%26bih%3D733%26tbm%3Disch0%2C4674&um=1&itbs=1&iact=hc&vpx=853&vpy=323&dur=1822&hovh=101&hovw=130&tx=83&ty=53&page=9&ndsp=20&ved=1t:429,r:4,s:160&biw=1051&bih=733

oxtailhttp://www.google.com/imgres?imgurl=http://www.ap-plepiepatispate.com/wp-content/uploads/2009/07/beef-oxtails.jpg&imgrefurl=http://www.applepiepatispate.com/main-course/filipino-oxtail-adobo/&usg=__zwtbWUM0QByczL-G3H_bnr7x82w=&h=333&w=500&sz=108&hl=en&start=0&sig2=3NRHReMMudC3siAuDGQGHQ&zoom=1&tbnid=zKvpmg3roaSIfM:&tbnh=126&tbnw=168&ei=cf28TcqoFdCDtgeWyIjRBQ&prev=/search%3Fq%3Dbeef%2Boxtail%26um%3D1%26hl%3Den%26biw%3D1051%26bih%3D733%26tbm%3Disch&um=1&itbs=1&iact=hc&vpx=611&vpy=126&dur=2415&hovh=183&hovw=275&tx=188&ty=132&page=1&ndsp=20&ved=1t:429,r:3,s:0

THANK YOU

Bruce Hanington Dorrall Hall Jim Hyde Livestock Jamie Nash

S O U R C E S

Process Presentation

Education

Transcript of Process Presentation