When students, family members, and other school staff hear about the actual truth of school nutrition, they are blown away - in a great way. 

“I had no idea you had salad bars at school!”

“When did you start serving local food?”

“Wait, the same food I can get at Trader Joe’s and Sprouts is what our kids are getting?”

thoughtful execution is 90% of the work. The creative part - coming up with fun ideas, branding concepts, and clear and compelling messages - is merely the first 10% of the journey of transforming your marketing into something that drives your ultimate goal

“Why do we have to make kids take food they don't want?” That was the question from a teacher to a cafeteria lead, expressed (we’ll assume) with good intentions to reduce food waste.

“Schools are now the single healthiest place Americans are eating.” They cannot believe it. And that’s exactly why I LOVE to cite it. It has an edge to it that sticks with people. They want so badly to refute it, and yet when the findings are presented there’s no arguing.

Edges don’t have to be bold, seemingly outlandish statements. They can be simple facts that people don’t understand. For example:

Getting started is often the biggest hurdle to anything new. 

“Where do I start?”
“Will it work?” 
“Can I do it?” 
“What if it doesn't go the way I think it will?” 
(Spoiler alert: it won’t).