Women 27 to 50, who make considered, natural food choices are the target audience for Gardenburger's online movement towards positive health and positive action. A Flash intro establishes up-front the personality of the site: a good-natured, earthy, flower-child-like approach that captures the essence of the brand. At once, it's animated, informal and inviting.

• The site won a VegNews VegWebby award.

• Content is organized into two, connected thematic areas: Eat Positive and Act Positive.

• Portholes, scattered throughout the site, peer into the eating habits of Gardenburger's customers and make a connection with the audience.