Research using Empathy

UN Goal and Target :

Aspect of the goal and target you are researching: Municipal (household) food waste.
Solutions that already exist: name of company or provider Reducing- NSW Government’s Food Smart Reducing- Hello Fresh, Marley Spoon. Recycling- Sutherland Shire Council’s War on
program Waste Compost Revolution

What are they providing?- be specific Food Smart is a two-week education program Meal kits delivered to your door with pre Sutherland Shire residents get up to 50% off
which involves: measured ingredients and recipe cards. RRP + FREE delivery on a worm farm,
 completing an online survey  compost or bokashi bin. They also offer a 10
 measuring your food waste over two HelloFresh is committed to reducing food minute online education program to inform
days and sending us the results waste in the supply chain and in Australian users of effective use.
 following the six steps (tips to reduce households.
food waste) in the action cards 
 measuring your food waste again to They reduce food wastage by sourcing
see if there were any changes and seasonal ingredients directly from
sending us the results Australian producers and suppliers
whenever possible and pre-portioning
ingredients for their recipes.

This cuts out steps in the grocery supply

Who are their target audience? – eg. age group / culture / Top household food wasting groups, namely: Busy, ‘everyday chefs’. Higher income Top household food wasting groups, namely:
government / school / community group • households with children under 16 earners. • households with children under 16
• young consumers aged 18–34 • young consumers aged 18–34
• high income earners (with a combined • high income earners (with a combined
household income of more than $100,000) household income of more than $100,000)

Are they free / what do they charge for this service or Free. Costly. 50% off.
product?- what would it cost to access this solution? Requires access to internet. $8.50-$11.50 per serving plus delivery $70, $55, and $35 after the discount.
compared to the average at home meal Requires access to the internet.
with a standard grocery shop costing
around $4 per serving.
Requires access to the internet.

What gaps do you see in their service or product? – who 100 percent of people surveyed fit the target Costly. It needs to offer personal incentive. Most
misses out with this service? audience, however, the results show that 0 Individual wrapping and pre-portioning people in Sydney don’t have space, gardens, or
percent knew about the program. means increased plastic waste. a personal purpose for the compost.
It is a two week long program- time consuming. Only offer dinners.
People still need to grocery shop on top of It needs to be easy and cheap to access and
this service. use. It still costs a substantial amount of money
with the discount applied.

Adapted from 10 STEAM Innovations Class Empathy Research Bec Mckinney Shenton College