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FoodFit Press


PRESS COVERAGE

Washington Post

February 26, 2003

FIGHTING FAT WITH FOODFIT.COM

BY JUDITH WEINRAUB

Looking for an Internet spot where you can get full-flavored recipes as well as personalized guidance on healthful eating and fitness? A place where you can tap into an electronic community with thousands of other people who want to talk about the success (or trouble) they're having with their diets, or hanging in with their exercise programs?

That would be FoodFit.com, a two-year old Web site created by public interest veterans Ellen Haas and Pat Kelly to provide concrete ongoing nutritional, culinary and fitness resources for people who want a healthier lifestyle.

As a former undersecretary of agriculture for food, nutrition and consumer services in the Clinton administration concerned with the school lunch program, Haas regularly dealt with parents who wanted to guide their families to a healthful lifestyle but lacked the resources to do it. FoodFit.com was designed with those families in mind.

"There were all kinds of healthy eating sites, and gourmet sites, but not anything based on the latest scientific consensus that connected those two and fitness in a personalized way," says Haas.

For subscribers ($24.95 for three months though the February promotion includes a free fourth month), the approach is definitely personal: A fitness profile leads to a diet plan, recipes designed for specific dietary needs and e-mails with targeted advice. And the FoodFit community pages (aka chat room) make it easy to reach people with similar needs and questions (Feeling great — I'm Back on Track, Truths and Myths, Five Best Tips and the like).

There are also weekly recipes from the site's executive chef, Bonnie Moore, and 100 of the country's leading chefs (area participants include Ann Cashion, Jeff Buben, Roberto Donna, Patrick O'Connell, Nora Pouillon).

Last month, the site received 1.3 million unique hits, 83 percent of them from women, with an average age of 33 to 36. Says Haas, "We see FoodFit as a healthy life experience — not just weight loss and counting the calories."




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