How might we support artisan food producers with their deliveries?
Whole Delivery was a project based in Philadelphia that initially sought to explore how to help small, growing artisan food producers. After going through an extensive human centered process of interviews, expert interviews and prototypes I discovered that one of the biggest barriers for small producers was getting their products delivered to their existing wholesale accounts. They would often spend 5-20 hours a week delivering their products instead of making more sales, scaling up production, and training new hires.
As a prototype I created a service that was a pay-per-delivery model to explore how feasible this was as a business. Over three months I made over 200 local and regional deliveries for six producers. Though I ultimately discovered that the density of the market at the time could not support a service like the prototype laid out, I determined that there is an opportunity for new regional distributors to take on smaller food producers and help them deliver their products to their existing local accounts and reach new markets.