 Detroit's historic Eastern Market |
The team conducted a comprehensive contextual inquiry process to understand Detroit’s existing food system and how it does and does not support access to local, Michigan produce. In total, we interviewed 34 stakeholders, including Detroit residents, Michigan farmers, grocery store managers and an interest group representative, farmers’ market vendors, and government/non-profit program managers. We observed and interviewed consumers at grocery stores, convenience stores, and farmers’ markets to understand their shopping behavior and food buying habits. The team also observed government and non-profit programs like Select Michigan and Peaches n’ Greens that promote consumption of local food. |
Existing systems
We surveyed several important existing markets, services, and programs that provide access to and increase awareness and consumption of local produce.
Farmers Markets directly connect consumers to farmers who supply affordable and high-quality food products and help educate consumers on food nutrition and preparation. Detroit’s large scale Eastern Farmers’ Market accepts government issued Electronic Benefit Transfer cards (EBT) and vouchers used by low-income residents, but it services a limited population – those living nearby and those with transportation means, making it difficult to access by the 22% of Detroit households that do not have a car [source]). While small neighborhood markets like Eastside Warren Farmers’ Market alleviate transportation issues, they cannot attract a large enough consumer base to be economically sustainable.
 Talking to farmer at Eastern Market
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 Eastern Warren Farmer's Market
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Project Fresh requires low-income families to participate in a nutrition class in exchange for $20 coupons (per growing season) for the purchase of local produce at farmers’ markets. Although Project Fresh provides limited financial aid and only operates seasonally, the knowledge delivered from the program creates substantial awareness of the importance of local fresh produce.
Peaches & Greens is a produce truck funded by a non-profit organization that runs three times a week through four residential neighborhoods. While this is a valuable service for those with limited transportation means such as homebound seniors, it operates at a loss and is not cost-efficient. We rode on the produce truck one afternoon and customers purchased only a small amount of produce because they had already bought food that week at the grocery store.
Select Michigan increases public awareness of Michigan produce by hosting food demonstrations and providing product labels in grocery stores. Although grocery store managers are enthusiastic about Select Michigan, the food demonstrations only occur twice a month for less than two hours per session. The team observed minimal interaction and attention among shoppers who, according to a Select Michigan volunteer, are unfamiliar with free food samples at urban grocery stores.
 Select Michigan food demo
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Analyzing the data
After our observations and interviews we converted them into over 300 notes and created an affinity diagram.
 Team working on the affinity diagram
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 Final affinity diagram
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