On July 4 a group of children from St Peter's Primary School in East Bridgford, Nottingham, will be visiting a local farm to see how a variety of seasonal vegetables are grown, cut and packed.

And three days later they will be tucking into some of this produce as they enjoy their lunch in the school canteen. It is part of a scheme devised by catering manager Jeanette Orrey (c) to encourage pupils to consume more fresh food.

She is pictured with John Lampitt (l), a member of the Asparagus Growers' Association, and National Farmers' Union vice-president Michael Paske supporting the launch of SourceDirect, the virtual marketplace for local food, at the Royal Show on Monday.

Orrey told the audience that included representatives from the leading multiples: 'If we are to create a growing awareness of what local farmers can offer and the benefits of accessing this great food on our doorstep SourceDirect has to be a winner. For every £10 spent it equates to £26 going into the local economy.' Consumption of school meals at St Peter's, which have a varied menu all making the most of seasonal UK ingredients, has increased dramatically. Parents and local pensioners are also invited to join pupils for lunch for just £2.

Orrey reported that at first children were reluctant to venture into new foods but their attitudes quickly changed, especially with vegetables with broccoli a hot favourite. Small children did not like biting into apples, but love the fruit incorporated into a fresh salad. 'Once you get them eating fresh foods they start demanding similar meals at home and all the family benefits as do the local producers,' said Orrey.

Michael Paske said he hoped the initiative would spread and he highlighted that the SourceDirect website www.nfusourcedirect.com is free for retailers and caterers to use and 'it will help them meet the growing consumer demand for fresh, locally produced food.' Some 50 farmers and growers area already participating.