Helping people make deliberate food choices for NRFC
The NRFC, a coalition of 21 food organizations (such as the Dairy and Wheat Councils), asked IA to design a communication system that will help people make better food choices. IA immersed themselves with a cross section of America, and ultimately created an icon system scoring foods based on their nutrient richness. Supported by print and digital tools, the platform provides for people’s planning, shopping, preparation, and eating decisions. This new approach provided significant influence to the 2010 US Dietary Guidelines, incorporating nutrient richness into Federal nutrition policy and education.