Literacy Dig

     Today I went on a "Literacy Dig" with some fellow Elementary Ed classmates. We chose to visit our local cooperative grocery store to hunt for different literacies in action and analyze them. Right away we noticed that the written word abounded: in directional and instructional signs ("Entrance" and "Bulk Foods"), food labels and prices, deli menus and recipe ideas. Customers read coupons, specials, and receipts. There is a community bulletin board, newsletter, and membership literature teeming with written information.

     There are many words and phrases unique to the co-op that on one hand provide a sense of being "in" to frequent customers, but on the other hand may intimidate the newcomer. A sampling of the language found on product labels: organic, local, fair trade, conventional, vegan, gluten-free, non-GMO, homeopathic, biodegradable, BPA-free, recycled, eco. Additionally, the co-op itself comes with new vocabulary: cooperative (co-op), member, share, member-owner, rewards, specials. The first thing a customer is asked at the check-out register is, "Do you have an owner number?" Often followed by, "Did you bring a bag?"

     While analyzing our findings, our group made some interesting observations about literacy at the co-op. Beyond the written literacy, customers also interact with literacies established by society and culture. One such literacy is that of product packaging: even if I cannot read the written word, I can still identify yogurt by first reading its location in the store (in a refrigerated case near other dairy products, such as milk, which comes in a carton with a cow on it), then reading the size and shape of its packaging (almost universally sold in short, stout containers). I can even find the flavor of yogurt I am seeking by reading color (in our culture, pink packaging is most likely strawberry, blue is blueberry) and imagery (a picture of an orchid on a package of vanilla yogurt). In addition, being able to read the cultural customs of the grocery store is not necessary, but handy, when food shopping. A customer picks up a basket or cart at the entrance, places food within it as he shops, and when ready to leave, takes the items to be purchased to the cashier. He waits in line at the check-out. If he is purchasing a product from the bulk section, he has identified the product number for the cashier. Shopping using alternative customs (such as placing items in a customer's own bag while shopping instead of a cart) may slow the shopping experience or confuse the shopper or staff.

     When reflecting on the co-op in the context of The Donut House, we felt that this community location could be easily translated into a situated literacy project. The co-op is brimming with opportunities for reading and writing. A few of our ideas included:

• budget
• grocery list
• menu
• recipes                
• signage for goods/prices
• food labels
• receipts
• employee check-lists
• business logo
• advertisements
• coupons
• newsletter
• letters to potential members
• letters to farmers/suppliers
• building permit

     Like The Donut House project, we felt that the co-op provided the possibility for multi-faceted community outreach, from people such as:

• co-op employees
• farmers
• nutritionists
• graphic designers
• bank employees
• construction workers  
• city council members
• financial planners
• member-owners
• news media

     Educating students about non-traditional business models, such as cooperatives, is an interesting prospect. Cooperatives are poised to be the fastest-growing business model by the end of this decade, reflected by the United Nations declaration that 2012 was the International Year of Cooperatives. In an increasingly global society where teamwork and collaboration are prized, why not introduce the concept of cooperative business? I can imagine this being even more effective in schools where classrooms participate in a community garden. Perhaps the second graders would like to become suppliers to the kindergarten co-op, selling their homegrown popping corn to the fifth grade member-owners, who are excited to see returned dividends at the end of a successful project!