How does Daily Table compare to Whole Foods and the conventional supermarket where you shop on the four principles of conscious marketing? DAILY TABLE The growing social trends surrounding organic foods and healthy eating have helped companies such as Whole Foods and Trader Joe’s become power players in the grocery market.

But the high price of organic food remains a hurdle to expanding this market, especially to include lower-income families. Trader Joe’s has positioned itself as a lower-cost option, yet the prices it charges still keep it out of reach of many working families. In response, the company’s former president, Doug Rauch, decided to open a new kind of health food store in 2015. Daily Table, a nonprofit, membershipbased grocery store, sells fresh produce and prepackaged meals at affordable prices.43 It operates one store in Dorchester, Massachusetts, a moderate- to low-income suburb of Boston. It has expansion plans sighted for New York, Los Angeles, Detroit, and San Francisco.44 The innovative approach to groceries seeks to address several elements of the “food paradox” simultaneously. First, hunger is a major problem worldwide, as well as in the United States. One in six Americans can be categorized as hungry, and according to the U.S. Department of Agriculture, nearly 50 million Americans—including 7.9 million children—are

“food insecure.” Yet nearly one-third of the nation’s annual food supply, or 133 billion pounds, goes uneaten. Grocery stores that offer high-quality food tend to cater to wealthier consumers, and they discard more than $165 billion worth of food annually, often simply because it has minor aesthetic flaws or blemishes. According to the Environmental Protection Agency, food waste is the single biggest source of waste in municipal landfills.