Demographics That Might Provide Helpful Context for Their Responses
39yo female; mother of two young kids; working part-time
College educated (B.A. & MFA)
Avid amateur chef / baker / foodie
Key Findings from the Interview
Friction point in the kitchen and with food storage / groceries is mostly WHAT to buy
I was surprised how much she actually thinks about food waste (without me knowing it!) but mostly in the context of our kids and how spoiled food could get them sick
If we had more space / real estate we would freeze more food to prolong it’s life. Especially things like bread which aren’t the obvious things you think of freezing compared with meats or pre-frozen food items