Following results of a YouGov sample survey which reveals that 2 million children in the UK aged four and under have two or fewer portions of vegetables a day – and almost 116,000 children have no vegetables at all in their daily diet – Organix, in partnership with the National Day Nurseries Association, has today (12 May) launched a campaign to support parents to make healthier food choices.
The Good for planet. Good for me campaign, which has been developed with expert advice from infant nutritionists, encourages children the explore a colourful rainbow of fruit and vegetables.
Former JLS pop band member, turned farmer, JB Gill, who has two children aged six and two, is the campaign’s brand ambassador, and NDNA has come onboard as a partner after being concerned by the findings and inspired by the chance to do something to help.
Purnima Tanuku, chief executive of the NDNA, said, ‘Nurseries play a vital role in a child's formative years and this last year has had a big impact on children's health, well-being and development. We all know something remarkable happens when children are with other children in a nursery, like being more likely to try new foods if it’s part of a fun activity or when they see their friends eating it. So these resources will be a great support, helping children to explore a range of fruit and vegetables together and giving them healthy habits for life.’
Organix and NDNA hope to support more than 300,000 pre-school children across the UK with the Good for planet. Good for me resources which are available on the NDNA and Organix website. Campaign packs including wall charts and organic carrot seeds have been posted to 7,000 NDNA members and photos and videos will be shared on NDNA’s social media sites.
The pack contains more than 90 food activities to expose children to fruit and veg in a fun way. It also aims to take the stress out of mealtimes by encouraging children to explore healthy food through play, taste and texture.
Report findings
Repeated lockdowns have led to an increase in the number of processed foods young children are consuming. The research found that one in four parents (24 per cent) felt guilty about their child’s daily diet and worry about providing a lack of variety and not giving their children enough vegetables.
The average time it takes for children to take to a new food is between 11 - 15 times, but parents admitted to giving up their attempts, with almost one in three parents saying they would not persevere with a vegetable their child refused to eat for fear of upsetting them.
Report findings were based on a nationally representative sample survey of 1,000 parents and carers across the UK. The data found that:
- One fifth (20 per cent) of all UK pre-schoolers eat only one portion a day
- One third of all UK pre-schoolers (32 per cent) eat only two
- Almost 116,000 children have no vegetables at all in their daily diet
- A quarter of all parents and guardians said they would like to increase the variety of foods in their children’s diets
Visual techniques
Samples of the University of Reading’s See & Eat books, which have been proven to boost children’s acceptance of vegetables through increasing visual familiarity, have been included in the resources.
Dr Natalie Masento, of the University of Reading, says, ‘Familiarity is a key factor when it comes to accepting fruit and vegetables. It’s challenging for parents to offer new foods ten to 15 times and we know that parents struggle to get to this mark especially when children are consistently refusing food.
‘Our results show that just by looking at a picture book of a vegetable over a two-week period not only made children more willing to try it in the first place but tripled their intake of the vegetable. And this was an effect for several months.’
Other activities designed to help encourage children eat ‘at least one more piece of fruit and vegetable’ per day include food themed songs; healthy recipes; playing with food; outdoor nature-focussed activities, and planting their own vegetables.
Mark Golder, managing director of Organix, said, ‘Campaigning has always been a huge part of who we are. From our inception nearly 30 years ago, we have been challenging the Government and food industry to do the right thing for both parents and children. Our past research has led to high profile direct action, from Jamie’s School Dinner campaign, to getting blue Smarties made with Azo dye removed from packs.
‘Good for planet. Good for me was born out of our mission to do better for future generations by supporting parents and caregivers to get little ones loving fruit and veg. As far as we’re concerned, there’s no better gift we can give.’
JB Gill said, ‘As a parent, I know how tough it can be to get your children eating a wide variety of fruit and vegetables. That’s why I’m so excited to be involved in this campaign because I know how important it is and if there’s an easier way to support parents and caregivers to do this, fantastic.
‘As a father and a farmer, I also know how when you show kids and help them understand where food comes from, you’ll have much greater success in getting them to rethink their relationship with it. To that effect, we’ve created a wealth of amazing content to inspire parents, family members and nurseries. I can’t wait to share it with my two and help them become rainbow explorers too.’
- To find out more about the campaign visit: https://www.organix.com/goodforme and www.ndna.org.uk/organix