The Ecofriends application was designed to encourage people to reflect on their everyday grocery shopping from social and ecological perspectives. Ecofriends portrays the seasonality of various grocery products as being socially constructed, emphasizing subjective dimensions of what it means for a product to be in season, rather than attempting to communicate it as an established fact. It provides the user with unexpected information (news, weather, blog posts and tweets) about the place where the product was grown, and visualises how the product’s popularity shifts throughout the year, among the user’s friends, among chefs and other food experts, and the general public. Key findings from users’ first encounters with the system are presented. In particular, we discuss aspects of trust, information fragments as catalysts, and how several of the participants were challenged by the system’s portrayal of season.