Where does your food come from? When most people agree the answer to this is “the store”, why is it that consumers, and not food retailers, producers, marketers, and policy makers, are blamed for the environmental and health crises caused by our food
system?
Seasonal Stars is a campaign designed to repair the consumer-supermarket relationship by encouraging consumers to understand what a healthy, locally relevant, seasonal diet is and to trust in their supermarket to help them make the right decisions. By shifting their food awareness and demand, consumers can begin to ask more of their food sources, and to pressure the self-perpetuating food system to change.
“Normally courgette doesn’t really taste like anything. But this one is really good just on its own. It’s because it’s in season, right?” Prototype Tester