The challenge of how to interest children in fruit and vegetables is arguably the industry’s Mount Everest.
With every kind of tempting snack available, and countless polls showing kids think potatoes grow on trees and peas come from Tesco, there’s a huge amount of work to be done.
That’s why it’s great to see new and imaginative ideas coming through, and one innovator is Natasha Gavin, a London entrepreneur who is finding the way to get children associating healthy eating with fun (see pages 18-19).
Arguably what she is doing is not rocket science, but it is effective and has been enthusiastically welcomed by parents and teachers alike. The development of a fruit and veg version of Top Trumps is a brilliant way of helping children understand more about provenance and nutrition.
These are the kinds of ideas that can help get consumption moving again, and educating consumers at the youngest possible age has to be the right approach.
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