This website is an initiative of J-Lab.

Who's Blogging

Amy Pennington

AMY PENNINGTON is a food writer, garden enthusiast and producer for a food-related radio show out of Seattle's KIRO.

Jen Lamson

JEN LAMSON has led numerous grassroots nationwide citizen action campaigns to promote buying from local food producers.

Kristin Hyde

KRISTIN HYDE created and implemented media strategies around the development of the first national organic standard.

Click for full bios.

Project Blog: The Good Food Fight

This project will connect consumers interested in food with larger public policy issues that affect food choices, security, safety, health and sustainability. Partners Kristin Hyde, Jen Lamson and Amy Pennington will use their deep experience in policy, marketing, journalism and digital campaigns "to leverage the growing concern and interest in food with a call to arms."

A Launch Plan is Announced

Friday, July 30, 2010

Progress continues on the Good Food Fight, report the site founders.  A template is up on their website,, which is currently being customized to house content.  The site will soon have draft content up and finalized for a beta launch in the middle of the summer. 

The group’s designer has developed three concepts for the Good Food Fight logo with multiple variations on those concepts. 


The site will have different “nodes”: An anchor story with four sidebars, three “good ideas” what are on-the-ground case studies illustrating how people are taking action, a set of resources and links for more information, and a Q&A section with a change leader.

Additional features will include:  A Flickr stream which will provide users with an image media library of free, creative commons photography that can be used to illustrate the themes and issues, a Twitter list that readers can use to follow leaders on GFF issues, and an RSS news feed of important articles.

The site will launch with a phased approach.  First, the site will target a core ‘friendly’ group of likely users to test out the approach and get feedback on content, frequency, delivery and engagement mechanisms.  This first tier audience will consist largely of “creators” and “critics” - prospective users of Good Food Fight who are already in the space and acting as information channels and commentators on these issues. 

In the next several months the project leaders will seek to finalize the focus, scope and tools Good Food Fight will use to further its mission and move into a Phase II strategy to expand the audience to include “collectors,” “joiners” and even “spectators” who will all help further develop the platform, will contribute to crowdsourcing news collection, and the building of a vibrant social network.

Kristin Hyde, one of the project organizers, says the plan is launch a beta version of the site, distributing content through e-mail, blogging, Twitter and Facebook.  The key theme of the launch package will be the hot topic of childhood obesity, lack of access to healthy foods and the intersection of food, good nutrition and money. 

“A key objective during this beta phase will be eliciting feedback and ideas for Good Food Fight that will shape upcoming editions of content, help us find the right frequency for updates; gauge interest in other on and off-line activities such as webinars, conference calls with change leaders, development and use of social networks etc.,” Hyde said.  “We may also find it useful to appoint an informal editorial advisory board to help make content focus decisions and to potentially contribute content as well.”

The group anticipates keeping the general focus of childhood obesity for at least three months, possibly longer, depending on the opportunities to tie into the policy battles around the Child Nutrition Act, Michelle Obama’s campaign to end childhood obesity, and other natural “hooks.”

Keep up for yourself at

   • Posted by Kristin Hyde on 07/30 at 11:53 AM