Table of Contents 4 10 20 34 40 44 54 60 62
Who We Are Our Guidelines People Who Dig Us Stationary and Products Icon Library Web Content Advertisements Photo Credits Design Credits
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who we are
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We are a non-profit organization helping to fight childhood obesity by creating a hands-on experience for kids to learn about about food production and nutrition.
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Health
Integrity
We promote wholesome practices to discourage unhealthy trends.
To create initiative for kids to make healthier choices
Education
Fun
We provide youth with knowledge of where their food comes from, how it makes it’s way to the table, and the value of what they eat.
By creating a hands-on learning experience, kids have the opportunity to be active and excited about living healthfully.
We hope to create a smarter, healthier world by educating children about the consequences of processed food, and providing a tangible solution. 7
How does FS work? Here is a short walk-through of how our program functions. The infographic is a simple step-by-step timeline through our year.
We start the year by plotting the garden, and then put these plans into the ground.
HOLY GUACAMOLE! They’re growing.
Next we learn the basics of food preparation: how to chop, slice, dice, and sautee.
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It’s time to harvest these bad boys. We learn what pops out when and how to tell when they’re ripe.
Everything is growing SO FAST! So we can and freeze our crop for fresh ingredients year round.
Time to learn the not-so-basics. Cooking from scratch takes time and practice!
What recipes did we create that will impress our friends and family?
Because they get to come check out our skills!
In the end, we create a whole meal, FROM SCRATCH!
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our guidelines
Mark & Logotype
1.5" C45M20Y85K0
.75" C45M20Y85K0 3" C45M20Y85K0
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3" C45M20Y85K0
1.5" C45M20Y85K0
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From Scratch is another way of saying something was made by hand. Our stamp logo is a great way to portray a homemade item. We are simple, clean and easily recognized all while staying true to our main purpose of being original and handcrafted.
1.5" C0M0Y0K100
.75" C0M0Y0K100 3" C0M0Y0K100
.75" C0M0Y0K100
1.5" C0M0Y0K100
3" C0M0Y0K100
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Logo & Color Palette
1.5" C45M20Y85K0
.75" C45M20Y85K0
C0M0Y0K70
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3" C45M20Y85K0
C0M0Y0K70
C30M45Y50K0
C45M20Y85K0
Fruits and vegetables grow in the most beautiful colors of the rainbow. We wanted to use those colors as a way to portray our brand. We are young, fun and healthy which is portrayed with bright, lively colors.
1.5" C0M0Y0K100
3" C0M0Y0K100
C0M10Y75K0
C0M65Y90K0
.75" C0M0Y0K100
C20M100Y75K15
C65M100Y30K20
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Photo & Book Grid Systems We cater to a young demographic, therefore we are light-hearted, fun, yet organized and simple. Our grid system expresses that. We strive to keep things organized but with a playful twist.
1.7Ă—1.625 in
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0.125 in gutters
1.7×2.5 in
1.7×1.62 in
0.785×2.5 in
0.785×1.62 in
2.6125×2.5 in
2.1625×1.62 in
0.125 in gutters
2.6125×0.75 in
0.75×0.75 in
0.875 in inside margins
Text
1.7×0.75 in
0.5 in outside margins
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Type System Legibility is our main goal. We want things to be easy-to-read and simple while allowing our program’s personality to show through in the typefaces that we chose. We chose Anitypwriter to show our cheerful side and we chose Avant Garde for legibility purposes as well as style.
Oluptur sum
Latibus unt quatet
Heading 1, 40/52 AniTypwriter Regular
Subheading 1, 20/24 ITC Avant Garde Gothic Std Book
It etus es volum quas
Ut auda voles anihit
Heading 2, 22/29 AniTypwriter Regular
Subheading 2, 16/19.2 ITC Avant Garde Gothic Std Book
Esciunt rendelicit quas eate Heading 3, 16/19.2 AniTypwriter Regular
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Gent reribus veliquam, omnimin nima coressi nverum magnis magniet porerio ssendam re volorpo reius, sa se sit ero to moles magniendi con netusci tatatquat endit faccaborum fuga. Nam, et atur? Sit magnimo exerum
Body Copy, 12/17 ITC Avant Garde Gothic Std Book
Chart Label, 11/15 ITC Avant Garde Gothic Std Extra Light
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Bulleted Copy, 12/17 ITC Avant Garde Gothic Std Book
Onsequam anti dolor ma nobitionetum fuga. erferrumquam quam imaximi, seditiu mentotatium faci cum iduciassim harum sum facium is prescip sapercit vendi coressimi, cuptaquam abo. maximendam illecaestiis siminvent pa cullabo Emphasis Body Copy, 12/17 ITC Avant Garde Gothic Std Book Oblique
Ex est ommolectes essinis ulpa ium in re occatur, offictatet earupti anitat explia sequate idelece scimus, sed eum audam, officidus endae. Nam hit arum abo. Nam faccus aut labor sunt laborum aut dolupta errovid elenihil ma nis iundae reiurist quiatia doluptatur? Untiatempe sapicias molendicabor volupisi eum
Chart Text, 8/13 ITC Avant Garde Gothic Std Extra Light
Odit incil maximustiam, quam, soluptiur? Di rehenimus magniam faceptus nonsedit ra vent vel mi, sunt et hil imusa voluptatat doloritior molorpo ribusae nis eseriat urionse quoditis modio eum ilibusandis eum hic tem laborup taquatem a doloreh endeliquate modit iusdae. Et repra quiae est odipsandam fugitatque corum venti vel ex et velecus, comnis es excepro blaboriae maiosti invendaepere vitis autati nim aut fugitatem quam conseres et pa plabo invendaepe que molorpo
Note Text, 6/10 ITC Avant Garde Gothic Std Book
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people who dig us
I’m Kurt. Married Caucasian Drives a Subaru Outback Sales Manager at ConAgra Home Owner Makes 100K per year
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I value...
Health I want my family to be happy and healthy.
Genuinity Happiness is impossible without honesty.
Liberal I’m open, encouraging, and understanding of people from all walks of life.
My day...
5:30 I wake up and head to the gym. 6:00 I make a quick stop at Starbucks to pick up a coffee for Ryan and me. 7:30 I eat breakfast with my son and husband. 8:00 I drop the kids off at school on my way downtown to work. 10:00 I fill up my CamelBak waterbottle for the first time today. 12:00 Lunch run to Whole Foods with a co-worker. 1:30 I check my email and Facebook on my iPad. 4:30 Head home after a long day of work. 5:00 I enjoy a glass of 337 Cabernet while helping cook dinner. 6:00 Dinner time. 7:30 Time to relax on the couch with the kids. 9:00 Put the boys to bed. 9:30 Settle into bed with an eBook on my Kindle.
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I’m Sammy. Only Child Chinese Drives a Pink Huffy Bike Earns Cash for Grades Vegetarian Has a cat named Sassy
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I value...
Imagination I am creative, and love thinking up new games, or ways to have fun
Energy I’m happy when busy!
Friendship Luckily, I have tons of friends to share my hobbies with!
My day...
8:00 My Hello Kitty alarm clock says its time to wake up. 8:30 Running late this morning, grabbed a GoGo Squeeze and hit the road to school. 10:45 At my favorite class... Art! 12:30 It’s lunch time, and I brought whole wheat PBJ, an apple, and baby carrots. 3:30 The bell rang, and I’m headed to my carpool for gymnastics class. 6:00 Home just in time for dinner. Dad made homemade veggie pizza! 7:00 Once my homework is done, I’m allowed to read all the Harry Potter I want. 7:45 A movie sounded better than a book tonight, so instead, I put in my favorite movie, The Incredibles. 9:00 I fell asleep during the movie, but was carried to my bed. Goodnight!
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I’m Claudia. Married African-American Drives a Hyundai Tucson Stay-at-Home Mom Home Owner Family Income of 140K
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I value...
Family Family comes first and foremost.
Encouragement Providing support for my husband and children is what I do best.
Character I make sure my kids know who they are and where they came from.
My day...
5:00 I get up for morning yoga at the YMCA. 6:30 I get ready for the day. I use my Kuerig to make coffee and enjoy a cup with my husband, Anthony, before waking the kids. 8:15 I drop the kids off at school. 10:00 I run to Village Pointe and stop at Lululemon for some new yoga pants. 12:30 I meet a friend at Panera Bread for lunch. 2:00 I stop at Hy-Vee on my way home for a week’s worth of groceries. 3:00 I head out to pick the kids up from school. 5:15 Anthony gets home from work so we start preparing dinner. 8:00 I help my kids with their homework before bed, and then put them to bed. 10:00 I settle in my bed with my new Women’s Health magazine.
S WOMEN’
HEALTH
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I’m Rene. Married Caucasian Drives a 2011 Accord Teacher Makes 52K Masters Degree
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I value...
Empathy Imagining what it’s like in someone else’s shoes is the first step for change
Education Knowledge is power
Responsibility We must be held accountable for our actions
My day...
6:30 I’m awake and I put on some Clinique lotion. I’m awake after my morning Diet Coke, my vice. 8:00 Beginning my commute to work early to finish some paperwork. 11:30 Just took my students to specials, and it’s time for lunch. I’m eating salad from home will all fresh Trader Joe’s ingredients. 3:45 The kids are out the door. I’m emailing parents about their kids’ progress and ways to get help. 5:30 On my way home, I need to stop at TJ Maxx for some new work clothes. 8:00 Grilled chicken and roasted brussel sprouts tonight! 9:00 I talk to my daughter about my students and potentially adopting them. 9:30 After being on Amazon.com, I’m ready for bed.
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I’m Elena. Has one younger sister Brazilian-American Rides a Huffy Purple Bike Laundry Duty every other day Orange Tabby Cat (Chester) $10 weekly allowance
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I value...
Wonderment The world is such a big place.
Art I love drawing and opening my mind to new ideas.
Maturity I can handle any challenge thrown my way.
My day...
8:00 My alarm clock wakes me up with the voice of Katy Perry. 8:30 I eat Honey Bunches of Oats along side my younger sister, Gabriella. 9:00 I’m at school, full of excitement for the day ahead. 11:00 It’s lunch and I packed a Hillshire Farms turkey and cheese sandwich. 3:00 Gabby picks me up from school. 3:15 I go straight to the family room to watch the Disney Channel. 5:00 I decide to go outside and jump on the trampoline while listening to One Direction. 6:00 Dinner, and Mom is trying out a delicious new casserole recipe. 6:45 I finish my homework and try out my new pastels my Dad got me. 7:00 Shower time. 8:30 Goodnight!
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I’m Evan. Has one older brother Caucasian (Irish) Rides a Razor Scooter Dish Duty on Tuesday Nights Jack Russel Terrier (Oliver) $5 weekly allowance
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I value...
Fun My high energy requires an outlet.
Adventure I love learning and experiencing new things.
Leisure I found nirvana through my DS.
My day...
8:00 I get a dreadful wake-up call from my mom. 8:30 I eat a bowl of Lucky Charms along side my older brother, Ben. 9:00 I’m at school, full of energy and ready for recess. 11:00 It’s lunch and I’m wishing this gross fiestada was Kraft Mac and Cheese. 11:30 It’s recess! 3:00 Ben picks me up from school. 3:15 Mom and Dad are still at work, so it’s time for Cartoon Network! 5:00 After Mom comes home she makes me go outside while she cooks dinner, so I show off my gnarly scooter tricks to the neighbors. 6:00 Dinner, but it’s meatloaf. Again. Blech. 6:45 Dad makes me do homework, too bad my Lego set is so tempting. 7:00 Bath time. Blah. 8:30 Lights Out!
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stationery
Taking full advantage of our color palette, we came up with a way to depict our program’s lively spirit through the stationary we use. Creating several versions of our stationary items, we were able to include our entire color scheme in a simple way.
Stationary:
From Scratch thanks its volunteers with a welcoming tote. It includes a folder that contains a gardening calendar, a program brochure, postcards, a book mark, our seed packets, a custom apron and a letter from our founder.
From Scratch also provides its members tools for gardening and cooking to be used throughout the year. A cardboard box, a tote bag, and satchel to carry the harvest, seed packets to start a garden, and mason jar labels for storing our harvest.
icon library
web content
Wireframes for the Web Our website will be our consumer’s main outlet for information. We decided to create a user-friendly, interactive site where viewer’s can go to gain knowledge of our program, view our latest adventures and stay involved with From Scratch.
Links to Homepage
Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to “Donate” page
Donate
Links to “Join” page
Join
B&W photo
Learn the Facts
How We Help
Links to “Learn the Facts” page
Links to “How We Help” page
Join Today!
Links to FS’s Facebook
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Links to “Join” page
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Links to FS’s Instagram Links to FS’s Twitter
Links to FS’s Facebook, Twitter & Instagram
Links to Homepage
Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to “Donate” page
Links to “Join” page
Donate
Join
Grow with us...
B&W photo
Links to Homepage
What’s Sprouting
Tips & Tricks
Links to Garden Description
Links to Gardening Tips & Tricks
What’s Goin’ On
Links to FS’s Facebook
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Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to FS’s Gardening Events
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Links to FS’s Instagram Links to FS’s Twitter
Links to “Donate” page
Donate
Links to “Join” page
Join
A Recipe for Success
B&W photo
What’s Cooking
Tips & Tricks
Links to FS’s Recipes
Links to Cooking Tips & Tricks
What’s Goin’ On
Links to FS’s Facebook
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Links to FS’s Cooking Events
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Links to FS’s Instagram Links to FS’s Twitter
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Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to Homepage
Links to “Donate” page
Links to “Join” page
Donate
Join
Learn the Facts Over the past three decades, childhood obesity rates have tripled in the U.S., and today, the country has some of the highest obesity rates in the world. So, if we don’t solve this problem, one third of all children born in 2000 or later will suffer from diabetes at some point in their lives. Many others will face chronic obesity-related health problems like heart disease, high blood pressure, cancer and asthma.
B&W photo
Colored Photo
We need change
How did we get here?
Tell me more!
Links to Other Articles
We complain of not having enough time Thirty years ago, most people led lives to cook, but Americans spend more time that kept them at a healthy weight. Kids ... Read More.
... Read More.
Links to Article
Links to Cooking Article
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Links to FS’s Facebook
Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to Homepage
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Links to “Donate” page
Links to FS’s Instagram Links to FS’s Twitter
Links to “Join” page
Donate
Join
How we help... We always focus on the positive. We help to educate kids on the benefits of eating healthy, wholesome meals. FROM SCRATCH teaches students useful skills that set a foundatoin for understanding how to make healthy choices.
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Twitter Feed @mom_of_2: #FromScratch helped change my stubborn son’s attitude towards healthy eating!
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2 days ago
Our Mission & Values We strive to fight childhood obesity at its core by creating a hands- experience... Read More.
“I believe the most important and the most powerful tool you have to change your health and
@jonshultz224: I would recommend this program to anyone who is looking for after school activities for thier kids. #FromScratch
the world is your fork. Imagine an experiment...
3 days ago
Read More.
@jennabrooks2001: #UGH, 4 more hours left of school. Then onto #FS to pick #tomatoes. 5 days ago
Links to FS’s Twitter account
View All Tweets Links to FS’s Facebook
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Links to FS’s Instagram Links to FS’s Twitter
Links to Homepage
Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to “Donate” page
Links to “Join” page
Donate
Join
Join Today! Join the movement in fighting obesity and educate your kids on the importance of health. Get started today!
B&W photo
email:
or connect via:
confirm email: password: confirm password:
F
T
Link to Twitter & Facebook
Sign up for our weekly newsletter!
name:
yes please
no thank you
address:
Check Box for Newsletter
city:
JOIN
state:
Link to Join FS
zip code: phone:
Text Field Boxs
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Links to FS’s Facebook
Links to “Learn the Facts” page
Links to “How We Help” page
Links to “Gardening” page
Links to “Cooking” page
Learn the Facts
How We Help
Gardening
Cooking
Links to Homepage
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Links to “Donate” page
Donate
Links to FS’s Instagram Links to FS’s Twitter
Links to “Join” page
Join
Take Part: Donate The generosity of our supporters allows our work to grow and thrive. Your gifts help provide our kids and environment with a better tomorrow.
B&W photo
your email:
credit card:
donation:
expiration date:
in honor of:
security code: *please include the name & email address of the person you are honoroing
Text Field Boxs
name on card:
Click: Drop Down Menu of Donation Options
Check Box for Maing Address
name:
same as mailing address
billing address
address: city:
city:
state:
state:
zip code:
zip code:
phone :
Donate!
Link to Submit Donation
Text Field Boxs Links to FS’s Facebook
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Links to FS’s Instagram Links to FS’s Twitter
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fromscratch.org Nothing speaks louder than an image, so we decided to use photography to tell our program’s story. When looking at our website, viewers will understand our program at a glance, as well as be able to dig deeper into what we are all about.
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advertising
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This guerilla ad is intended to be for school yards. Students can grab the playful cards from the tree and take them home. This makes the advertising interactive and is an exciting way for people to become knowledgable about the program.
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From Scratch’s billboards are simple and highlight the activities that our members participate in. Many of the ads feature puns, which catch the viewer’s attention. Michelle Obama’s “Lets Move” Campaign supports From Scratch. Here’s an article where she mentions From Scratch.
ward together on this complex and challenging but very important issue. I see it online where parenting, cooking, and health blogs are crammed with healthy recipes and tips about providing better nutrition for our kids. And I see it in schools where students can’t wait to tell me about their new salad bar or how they ate a radish or tried cauliflower for the first time, and actually like it. In fact, Let’s Move teamed with From Scratch, a nonprofit organization fighting the same fight that we are, and recently sponsored a recipe contest for kids here at the White House, and we got over 1,300 entries from 50 states across the country, and I can’t tell you how many of those recipes featured quinoa. (Laughter.) Go figure.
The First Lady Teams Up with Let’s Move and From Scratch in the Fight Against Childhood Obesity Michele Obama’s Speech on Food Marketing The First Lady continues her efforts to curb junkfood advertising aimed at children. Yesterday, she opened a summit on the issue and urged food manufacturers to basically use their powers for good, not evil. In an opening speech, she said she’s confident that companies can “remain competitive and profitable” by marketing things like actual fruit instead of Froot Loops. She also asked media companies to regulate how much junk-food advertising appears in their outlets (asking media companies to please be mindful about who’s buying advertising space is sort of like asking gun owners to please leave their firearms at home when they go to Starbucks — unlikely to resonate). In any event, it remains to be seen whether the First Lady’s efforts will do any good, but you can read the complete White House transcript of the speech straight ahead.
Palwasha Azimi
Nikki Baak
Ali Peterson
Well, welcome to the White House. It is truly a pleasure to be here with all of you today for the first ever White House Convening on Food Marketing to Children. Thank you again for being here. I want to start by thanking Sam for that very kind introduction, but more importantly for all the work that he and his team have done to make Let’s Move a reality. All of you in this room, you come to this issue from all different angles. You’re experts, advocates, parents. You represent food and beverage companies, media and entertainment companies, and so much more. And we’re eager to have a lively and constructive dialogue with you about how we market food to our children. We’re eager to hear more from everyone in this room about what’s working, where we’re falling short, and how we can keep moving for-
PND
Advertising
And if all of this doesn’t provide sufficient evidence of an important shift, then just take a look at the market research. The National Restaurant Association surveyed chefs about trends in their industry, and three of the top 10 trends were specifically about healthy kids’ meals. A survey by the Food Marketing Institute found that 90 percent of grocery stores are offering healthy recipes to their customers, and 98 percent of them maintain health and wellness websites. And today, for the first time in decades, we’re actually starting to move the needle on this issue. Between 2008 and 2011, obesity rates among low-income preschoolers dropped in 19 states and territories across the country. And childhood obesity rates are falling in cities like New York and Philadelphia, and in states like California and Mississippi.
June 13, 2013 Michele Obama visits local From Scratch garden in Washington D.C.
June 13, 2013 Michele Obama helps teens bring in their harvested potatoes while visiting From Scratch’s local garden.
But while we have made important progress, when one in three kids is still on track to develop diabetes, and when diet has now surpassed smoking as the number one risk factor for disease and death in this country, then we clearly have much more work to do. And, yes, we have made meaningful changes in a number of areas by getting healthier food into our schools and communities, but at the end of the day, if we truly want to solve this problem, we also need to get our kids to actually want to eat these healthier options. And I say this not just as a First Lady who’s been working on this issue for the past three and a half years; I say this as a mom who has been working hard to raise two girls. As you know, I haven’t always lived in the White House. (Laughter.) Not so long ago, I was a busy working mom desperate to find quick, affordable meals and snacks for my family. I needed cereal that my girls could pour themselves. I needed lunches I could pack in a hurry. I needed juice boxes that my three-year-old could hold in her hand in the backseat of my car. I needed dinners that came pre-cooked and ready to pop in the microwave. And most importantly, I needed my kids to actually eat all of this food I was buying for them. And all of you in the food and beverage industry delivered for me. You manufactured and sold the convenience foods I needed, and you did a brilliant job making those foods something
http://www.grubstreet.com/2013/09/michelle-obama-food-marketing-speech.html 03/20/2014
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Print Ad
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More puns! From Scratch’s magazine ads feature colorful vegetables and fruits combined the recognizable logo, as well as a mission statement.
FROM SCRATCH would like to say... You look radishing today. We fight childhood obesity by creating a hands-on experience to learn about food production and nutrition. We have a vision of a smarter, healthier world.
fromscratch.org
We’re berry, berry glad you can join us! We fight childhood obesity by creating a hands-on experience to learn about food production and nutrition. We have a vision of a smarter, healthier world.
fromscratch.org
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Photo Credits http://theblindcafe.com/wp-content/uploads/2013/07/exec_chef.jpg http://www.ucdavis.edu/local_resources/images/hpbg/2012/april/student_sustainability.jpg http://www.flickr.com/photos/alexkrook/6234552848/sizes/l/ http://www.flickr.com/photos/iloasiapacific/8386157594/sizes/l/ http://www.flickr.com/photos/29489500@N03/8012737145/sizes/l/ http://hwalls.com/upload/bananas_wallpaper4735.jpg http://upload.wikimedia.org/wikipedia/commons/2/23/Brussels_sprout_closeup.jpg http://farm7.staticflickr.com/6038/6250332316_fe86352dbd_o.jpg http://nicholsgardennursery.files.wordpress.com/2010/05/carrot-yaya-in-row.jpg http://joeleagle.files.wordpress.com/2011/01/artichoke-hearts.jpg http://mixedgreensblog.com/wp-content/uploads/2012/04/eggs-1.jpg https://scontent-b.xx.fbcdn.net/hphotos-prn2/t1/1546219_10201571588034376_2098024581_n.jpg https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-prn2/t31/1064446_10201571782119228_1406168226_o.jpg http://www.parenting.com/blogs/pop-culture/erik-botsford/gay-marriage-and-parenting
Art Directors Palwasha Azimi Nikki Baak Ali Peterson
pazimi@fromscratch.org nbaak@fromscratch.org apeterson@fromscratch.org