Clam Power

The project aimed to utilize behavioral design to promote well-being and regenerative food systems by promoting the consumption of bivalves like clams, mussels, and oysters. These types of shellfish offer a sustainable and regenerative food source due to their rapid growth, water-filtering abilities, and minimal environmental impact. Despite their advantages, cultural and economic barriers have hindered the adoption of bivalves in Midwest grocery stores. One factor contributing to this is the lack of exploratory shopping experiences that would make customers feel comfortable and knowledgeable about trying bivalves. To address this issue, the team developed and tested a digital tool that would provide customers with relevant information during the shopping experience, particularly on clams. By providing information on the health benefits, environmental impact, and preparation methods of clams, the tool aimed to increase customers’ knowledge and likelihood of purchasing bivalves. The project sought to create a more accessible and comfortable shopping experience for customers, ultimately promoting the adoption of sustainable and regenerative food sources. The team’s use of behavioral design in promoting regenerative food systems is a promising approach to address sustainability challenges. By understanding the cultural and economic barriers to sustainable consumption, the team was able to develop a targeted solution that could potentially shift consumer behavior towards more sustainable options.