Come Fresh

The Making of Come Fresh

I conducted research to learn why people did not produce their own food and came to find that there is a great lack of knowledge in this field for many who want to grow but do not know where to start. Compounded with that, urban individuals often have the issue of food deserts which lead to lowered health outcomes for these populations, usually underrepresented communities. There also was an issue of small farmers not being able to sell their produce efficiently and having to destroy their crops for money leading to less profits and less available healthy food sources to market.

I created a problem hypothesis to attempt to solve the problem of there being a lack of available fresh food sources to Urban Health-conscious individuals. The ideal solution being to make it easier for consumers to connect with local producers and acquire produce efficiently.

The Value Proposition that ended up formulating was that our digital platform helps home-gardeners, farmers, and health-conscious consumers who want to eat fresh, healthy food by minimizing big store dependency, creating greater access to fresh produce, and promoting self-sustaining communities to improve quality of life.

From that point, the next step was to test out this hypothesis by developing a framework of a prototype which was designed to be simple and intuitive for users on how to navigate the application.

I performed a series of behavioral and customer discovery interviews in Atlanta, Georgia to see their receptiveness to our prototype and then their feedback was used to pivot on specific areas of interest.

The user roles are listed below.

Moving Forward

After conducting market research, we believe there is a viable market for our proposition. We plan to continue to explore the possibilities of Come Fresh and identify what current competitors do and what they miss that customers value