Project
A research model that becomes a web application: the sustainability of fruit and vegetable businesses, measured independently, free of charge and on a scientific basis.
Foodmeter: the web application for measuring sustainability in fruit and vegetable production
- Area
- Identity, Development
- Year
- 2025
- Main link
- Website and app
For agri-food businesses sustainability is no longer, as some may have misread it, a question of image. Tightening European regulation, consumer expectations and environmental and social pressure make it a concrete necessity, to be measured and demonstrated. The tools for doing so, however, often remain complex, costly and reserved for those with technical expertise. For a small company, working out where it stands becomes an obstacle before it even begins.
Foodmeter answers that gap. It is a free web application that lets a fruit and vegetable business carry out a first self-assessment of the sustainability of its processes, on its own. It comes out of a research project at the Politecnico di Milano within the OnFoods partnership.
Dinamo handled its visual identity, experience design and full development, with one clear aim: to put into a business owner's hands what until yesterday lived inside an academic model.
Making sustainability common practice in small fruit and vegetable businesses, starting from a tool anyone can use.
Giving research a digital form
Foodmeter is one of the results of the PER-REP research project, coordinated by the ABC Department of the Politecnico di Milano within Spoke 1 of OnFoods.
The working group, led by Professor Paola Caputo, built a model founded on scientifically validated indicators, grouped into twelve macro-areas running from the environment to resource management and social impact.
Our task was to translate that rigour into a tool usable by people who are not specialists, without diluting the method.
The research stays intact beneath the surface. What changes is the way people encounter it.
Identity and data visualisation
We followed every phase of the product, from visual identity to UX/UI and on to the development of the platform. The self-assessment takes the user through section by section and returns results by macro-area, at different levels of detail.
At the end each company receives a report and a Foodmeter badge, certifying the level of sustainability reached and shareable. A form of feedback legible even to people without technical expertise, designed so that the data becomes a lever for improvement rather than one more compliance exercise.
