The Food Marketing Institute Foundation, the charitable arm of the Food Marketing Institute (FMI), seeks to ensure continued quality and efficiency in the food retailing system and is operated for charitable, educational and scientific purposes. The Foundation focuses on research and education in the areas of food safety, nutrition and health.
“The FMI Foundation website redesign comes at a pivotal time,” said Cathy Polley, FMI vice president of health and wellness and executive director of the Foundation. “With health, wellness and food safety continuing to be at the top of mind for today’s consumers, the Foundation wanted its site to be more consumer friendly and a destination where it could communicate its research and education programs. It also wanted to ensure that the site fell under the FMI brand.”
Matrix Group worked with FMI Foundation staff to understand the Foundation’s target audiences, messaging and brand. We then came up with a new design that showcases the work of the Foundation in a way that is consistent with the overall FMI brand, but gives the Foundation its own identity. Matrix Group also moved the Foundation site to the Sitefinity content management system, giving Foundation staff total freedom to maintain the website and keep the information fresh.
Today, the website showcases the work of the Foundation in the areas of food safety, health and wellness and the battle against childhood obesity. The website also features the Foundation’s most recent initiative, “Let’s Put Our Plates Together,” an initiative to help food retailers encourage their customers to eat together as families more often.