Today’s consumers are often left in the dark about what exactly they eat, and where exactly it is coming from. As a nation with continually rising obesity and related health problems, it is time that we demand more information about our food. Roots is a grocery store devoted to providing shoppers with detailed information. Here the deli counter will label packages of meat with not only the farm of origin, but the treatment of the animal in life and death, complete with a list of steroids, antibiotics, hormones, and other additives. Produce will be similarly labeled with all synthetic pesticides, genetic engineering, and antibiotics that were used as it grew.
A printed guide explains commercial labeling practices, and details the guidelines Roots has established for its products. Package designs for each major department focus on sustainability, and feature interactive labels to be completed by store staff. The Roots App provides even more detailed information for shoppers using product scans to relay information regarding the overall impact of the item, its place of origin, and reviews from other consumers.