BCFN YES! 2014

Overweight and obesity are defined as abnormal or excessive fat accumulation that may impair health. They impact countries at all economic levels, generating a wave of ill health and lost productivity. As with most health issues, the obesity burden does not hit equally the society: it affects mainly low-income and less-educated groups. MINDFOOD is an easy-to-use platform that addresses these issues allowing people to use their own physical movement to access healthier food. The idea is to revolutionize the common food consumption mindset, switching from an inattentive nutrition in order to save money, to saving thanks to an increasingly health care. MINDFOOD builds an educational bridge between a more conscious customer and a fully responsible producer, offering a limitless healthy experience to carry in the pocket. It consists in three elements, all embedded in a mobile app: a pedometer, counting steps across the day, simply using common smartphone's technology; a digital money, gathered just converting steps into coins; a conscious market, a community where buying from organic and local food producers and retailers, using the earned coins. This concept is scalable and can potentially reach everyone, triggering a real conscious mass trend.