loading

A Trusted Source of Food in China

DESCRIPTION

The project goal was to develop a new business strategy for the restaurant and retail space. Two siblings, Harn and Anmao Sun, set out on an ambitious venture: to create a trusted source of food in China and, to initiate a movement around conscious farming practices, not present in China so far. The goal was to build a brand around a transparent supply chain, from farm to table to grocery shelves. The venture is based on growing and serving what they call real food: The ingredients are chemical-free and come from known and trusted sources. The purpose of the venture is simple: to serve people real food that is their right. Harn and Anmao wanted to restore trust in the simple act of eating in China, and they came to IDEO to build a scalable business based on that vision. Together with IDEO designers, Han and Anmao tested packaging, cooked countless meals, and found ways to introduce unfamiliar ingredients to Chinese consumers. They discussed different concepts of lunch and dinner. IDEO designers, along with the founding team, also worked on the brand and positioning of what would eventually become the Hunter Gatherer enterprise—its location, human resources, and marketing strategies. The restaurant and the retail store were open in October 2014. The plan is to open 40 more locations throughout China.

JUSTIFICATION

Increasing social awareness of healthy nutrition and ecological food production, free of contamination and chemicals.

REFERENCES

https://www.ideo.com/case-study/a-trusted-source-of-food-in-china

 

 

TYPE OF EXAMPLE

 

GOOD

DETAILS

AUTHORS

IDEO

YEAR

2015

PREPARED FOR

HUNTER GATHERER

COUNTRY

China

SHARE THIS EXAMPLE