To further explore the theme of food we performed some directed storytelling. Phil spoke to two people from the San Francisco Bay Area about their shopping behaviour and preferences.

One person we talked to said she shopped at a local grocery store called "Rainbow groceries" because it stocked local produce and products that were environmentally concious. An example she gave us was cleaning substances where the chemicals used were harmful to the environment and it was hard for her to know if the product was a 'Green' product. We also learnt that one time she was looking for cheese she found a goat's cheese that was made on a farm some 100 miles from her city and that thrilled her since it was as local as it could get.

The other person we spoke to followed the typical shopping behaviour of making a list of things to buy before going to the grocery store. Although quite affluent he said he was concerned about the price of the products he bought. He told us he didn't mind paying more for quality but among generic products of the same quality he would prefer the lowest priced. This person also scheduled some extra time: 10 to 15 minutes after his shopping; to walk around the store and explore what's new. His usual places to shop were Whole Foods, Trader Joes and the Local co-op. He found that the produce at whole foods was fresher and prefered the experience there. Also he liked Trader Joes for the new and different products they offered.