Collaborating with the School Food Trust, Cimex has developed a new website to release guidance for parents and children on the new food standards in schools.

The School Food Trust was set up in 2005 with funding from the Department for Education and Skills to promote the education and health of children and young people by improving the quality of food supplied and consumed in schools.

The nation’s growing waistline has serious ramifications for the UK’s economic and social wellbeing. The topic of healthy eating in schools is, therefore, very high profile at present and all parents are aware of Jamie Oliver’s television programme and campaign. As a result, many schools have already begun to reform school meal provision. In addition, many primary schools have introduced rules about what parents can put in packed lunches.

After running a competitive tender, the School Food Trust commissioned Cimex to develop a website to offer guidance about the new food standards in schools to head teachers, head cooks, local authority heads of catering, local authority catering staff, parents, children and professional bodies such as trade unions, parliament, media and school governors.

The underlying objective of the Trust’s communications campaign is to increase the uptake of school meals. The key goals for the website is to ensure all schools meet the food-based standards for lunch, reduce diet-related inequalities and improve food skills.

Cimex created a fun website, providing information in a way that appeals to children as well as parents to better reflect the negotiated nature of decisions about food and encouraging them to buy into and become passionate about the Trust’s ‘eat better, do better’ philosophy.

The site is positioned to reach a wide range of social backgrounds. It is informative, approachable and fully accessible. The information and guidance are accessible, grouped together in an intuitive way and the site structure is scaleable for future development.

“The School Food Trust is delighted with the work that Cimex has undertaken in developing our new website. The team has been professional, responsive and met the tightest of deadlines.” Chris Wainright, Head of Communications: School Food Trust.


- The Department for Education and Skills was established with the purpose of creating opportunity, releasing potential and achieving excellence for all.

- Cimex is a multi-award winning, ‘top 40’ interactive media agency. Established in 1994, the firm offers a 360 degree service from consultancy through to digital design, technical and content services. The agency works in the corporate, public and e-learning sectors, and focuses on user centred design to create unique solutions.

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Published on: 12:00AM on 25th October 2006