CASE STUDY

Feeding Families with Confidence

CLIENT
The Center for Food Integrity

The Challenge

Keeping consumers informed and confident about their food.

Client Profile

The Center for Food Integrity (CFI) is an advocate for a transparent, sustainable food system. CFI conducts comprehensive consumer research and facilitates engagement between consumers and the food system on important food topics. CFI needed to be able to connect with consumers and provide unbiased information.

Our Approach

Food is a very important issue for many people. Moms, in particular, want to be sure the food they serve their kids is safe and healthy. A tidal wave of information makes it confusing to know what is best. Parents need an impartial source where they can get her questions answered.

CFI first worked with us in 2012 to establish an information portal to connect consumers with food experts. Best Food Facts was born. As the influence of social media increased, the target audience expanded and we transformed the site.

Starting with CFI research, we identified the audiences we most wanted to reach–moms, millennials and foodies, including registered dietitians. We built a network of more than 200 experts in diverse fields to address consumer questions. Then, we began consistently developing content to address questions and topical food issues. Fresh content is continually added to the site, building a cache of data-backed information that consistently leads internet searches to BestFoodFacts.org. We also made the site easier to navigate and added interactive elements, such as the Food Fight poll and videos in which moms interview dietitians and food scientists.

As our research further identifies what consumers want to know about their food, we continue to develop Best Food Facts to establish its brand identity and are currently conducting marketing research to evaluate potential new brands to exponentially increase consumer reach.

The Results

With reallocation of CFI’s existing media budget, the creation of Best Food Facts delivered measurable results.

Average website visits exceed 90,000 per month – 64 percent ahead of the previous year and trending skyward. The social media following grew by more than 50 percent in 2015.