Preparation

Review the following Module 5 materials:

  • Readings:
    • Food Marketing and Labeling
    • “A blizzard of “sustainability” labels”
    • Sustainability labels on food products: Consumer motivation, understanding and use
    • Explore Ecolabel Index (Links to an external site.)
    • Chapters 4 & 5 in Food, Farms, and Community
  • Viewings:
    • Food & Culture: Non-Nutritional Goals Through Food

Instructions

“Consumers need to know more about how their food is produced, by whom, and who benefits—without taking on a research project for every purchase.” – Food, Farms, and Community (pg. 71)

 

Part 1: Design

Considering all that you have learned in this module, design your own food label (or logo), noting what it is intended to be used for/on. Note: This is not a nutrition label.

  • Select a specific food, e.g., pineapple; or category of food, e.g., beef; or aspect of food systems, e.g., farms workers, etc.
  • Scan or take a CLEAR photo of your food label (or logo) and submit to Canvas.

 

Part 2: Discussion

Answer the following in well-written paragraphs:

  1. Explain the rationale behind your design.
    • Why did you draw/design it like you did? Is it “self-explanatory” to consumers (i.e., easily understandable), etc.?
  2. Who/m is your “consumer?” Who/m are you trying to reach, and why them?
  3. What are the “values” and “non-nutritional goals” of your food label? What are you achieving or desiring to achieve with this label?
  4. Look at this Behind the USDA Organic Seal Graphic. For your food label: What is behind it? What is it? What is it not? What are the limitations, the gaps, the blind spots?
    • For example, perhaps your label focuses on farm workers welfare such as fair treatment, pay/wages, housing, etc. It may not speak to anything about the environmental practices on the farm, e.g., soil health, pesticide use, animal welfare, etc.
    • Be specific about your criteria! Make it meaningful.
      • As a consumer, what do you look for or want to know when you research labels? Vague phrases such as “fair” can be off-putting and reminiscent of green-washing. After all, what is “fair?” Be clear and definitive.
  5. Identify labels that are similar to yours (i.e., what is already out there).
    • How, or in what ways, is your food label different? Why is this an important distinction (i.e., what is your label addressing that has been missing, or overlooked, etc.)?
  6. Lastly, consider ‘verification.’
    • Who/m is verifying your label, and why them? How are they going to verify or substantiate the truth of your label?

 

Take this as an opportunity to apply what you’ve learned to a real-world-type scenario. The expectation is that your food label and accompanying discussion will be substantive & reflective of the themes and concepts we have covered so far in class.

Resources

Rubric

“Designing a Food Label Assignment” Rubric
“Designing a Food Label Assignment” Rubric
Criteria Ratings Pts
Food Label (Logo)

40.0 to >32.0 pts

High Performance
Food label is creative, clear, and coherent. Student demonstrates substantive evidence of thought and critical thinking in their design. Label is complete and representative.

32.0 to >20.0 pts

Intermediate Performance
Food label is adequate. Some clarity and specification is lacking, but student demonstrated effort towards a thoughtful and complete representation.

20.0 to >0 pts

Low Performance
Food label is not clearly presented or coherently finished. Student demonstrates evidence of minimal effort.
40.0 pts
Question 1

10.0 to >8.0 pts

High Performance
Rationale is detailed and thorough, reflective of concepts covered in class.

8.0 to >5.0 pts

Intermediate Performance
Rationale is adequate, but overall, tends to be limited and superficial.

5.0 to >0 pts

Low Performance
Rationale is minimal. Little evidence of applied thinking or understanding.
10.0 pts
Question 2

10.0 to >8.0 pts

High Performance
Student thoughtfully identifies their desired “consumer.” Justifies selection.

8.0 to >5.0 pts

Intermediate Performance
Student identifies their desired “consumer,” but justification for selection is superficial.

5.0 to >0 pts

Low Performance
Student identifies their “consumer,” but justification is missing or inadequate.
10.0 pts
Question 3

10.0 to >8.0 pts

High Performance
Student discussion of “values” and “non-nutritional goals” is detailed and thorough, reflective of concepts and themes covered in class.

8.0 to >5.0 pts

Intermediate Performance
Student discussion of “values” and “non-nutritional goals” is adequate though limited. It could be strengthened with deeper connections to course materials and concepts.

5.0 to >0 pts

Low Performance
Student discussion of “values” and “non-nutritional goals” is minimal. There are few, if any, connections to course concepts &/or materials.
10.0 pts
Question 4

10.0 to >8.0 pts

High Performance
Student’s listed criteria (included and excluded) is clear and comprehensive. Addresses limitations, gaps, blind spots, etc.

8.0 to >5.0 pts

Intermediate Performance
Student comments superficially on criteria (included and excluded). Criteria may be vague or limited (i.e., lists few items). Addresses some limitations, gaps, blind spots, etc.

5.0 to >0 pts

Low Performance
Student notes a few criteria (included and excluded). Discussion is minimal, with little demonstrated evidence of deep, critical thinking. Does not address limitations, gaps, blind spots, etc.
10.0 pts
Question 5

10.0 to >8.0 pts

High Performance
Student clearly identifies several similar food labels. Discussion of how their label may be “differentiated” is noted for its complexity, and substantively addresses what is “missing” or has been “overlooked” in those labels.

8.0 to >5.0 pts

Intermediate Performance
Student identifies a couple similar food labels. Discussion of how their label may be “differentiated” is adequate. Student superficially addresses what is “missing” or has been “overlooked” in those labels.

5.0 to >0 pts

Low Performance
Student identifies at least one similar food label. Discussion of how their label may be “differentiated” is minimal. Little to no discussion of what is “missing” or has been “overlooked” in those labels.
10.0 pts
Question 6

10.0 to >8.0 pts

High Performance
Thoughtful and considered discussion of the ‘verification’ aspects for their food label.

8.0 to >5.0 pts

Intermediate Performance
Adequate discussion of the ‘verification’ aspects for their food label.

5.0 to >0 pts

Low Performance
Minimal discussion of the ‘verification’ aspects for their food label.