Our Mission
We didn't build this brand from a boardroom. We built it from a real belief that children deserve better tools, better stories, and a better foundation for understanding food.
Most children's food education starts and ends with "eat your vegetables." F.I. for Kids was built on a different premise: that children who understand food — where it comes from, what it does, how it feels in their bodies — make better choices. Not because they're told to. Because they want to.
We're on a mom-powered mission to relieve the burden of food education for parents by giving kids the food intelligence to understand how food fuels them, and the practical tools to put that knowledge into action. When introduced early, food intelligence + independence fuel healthy habits for life.
F.I. for Kids wasn't designed in a boardroom. It was designed at the kitchen table, with kids who had opinions, questions, and a lot of feelings about broccoli. That's the standard every product is held to: kids have to love it, and parents have to trust it. If it doesn't pass both tests, it doesn't make the cut.
THE TEAM
Tracy Sherrier started F.I. for Kids the same way most good ideas start — at the dinner table, frustrated. As a mom of three, she kept running into the same wall: kids who resisted food without understanding it. Once she started talking to her kids about the why behind what they were eating, everything changed. Curiosity replaced resistance. Her kids became part of the process. And a brand was born. F.I. for Kids exists because food intelligence is a developmental skill — one nobody was teaching. Tracy built the ecosystem she wished she'd had: products, animation, and real-world experiences that give kids the foundation to understand food, and give parents the relief of watching it work. No lectures. No perfection. Just curious kids who know what's in their food — and why it matters.
With a degree in Nutrition from the University of Tennessee and certification as a Health Coach through the Institute for Integrative Nutrition, Anna's approach has always been rooted in one core belief: real, lasting health starts with understanding food — not fearing it. That belief is exactly what drew her to F.I. for Kids. Anna serves as the nutritional foundation behind the brand's educational framework, ensuring every product, every class, and every piece of content is grounded in evidence-based nutrition — and aligned with what pediatric and clinical professionals actually recommend. Her integrative approach, which looks at how food, habits, and daily life work together, shapes the way F.I. for Kids teaches children about what they eat and why it matters. Because the goal was never to create another program that tells kids what to do. It was to build something that helps them understand.
Educational Framework Overview
The F.I. framework connects knowledge, practice, developmental milestones, and real-world confidence.
Kids learn food awareness, body connection, labels, categories, and why choices matter.
Kids build age-appropriate confidence through choosing, preparing, packing, planning, and cleanup.
The Developmental Milestone Matrix helps align content and products with each stage from ages 1-12.