Why It’s Free
The idea behind the program is that there are way too many messages out there sponsored by people whose goal is to sell you food, and not enough messages from people who care about helping you feed your kids healthier.
Eszter Erdélyi volunteered to write the program as a pro bono project.
We performed original research with parents and children which led us to conclude that the best approach was to help parents learn. You can find a copy of the original logic model (how we hypothesized the approach would work to bring behavior change) here.
That’s how we can deliver the program with no advertising – we don’t take any money from anyone to recommend anything – and make it completely free.