McCain to extend national roadshow 'The Potato Story' in bid to close food knowledge gap of UK kids

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Having discovered the shocking truth about how little the nation's children know when it comes to food provenance, McCain has decided to extend its educational, unbranded national roadshow - 'The Potato Story'.

The Potato Story

Food provenance is a big part of this, as it's very important that children learn where their food comes from in order for them to develop healthy eating habits from an early age.

  •     1 in 10 children aged 7 - 11 think chickens lay potatoes!*
  •     1 in 5 have no idea that potatoes are grown in the ground*
  •     1 in 5 didn't realise that chips are made from the humble spud*

Having discovered the shocking truth about how little the nation's children know when it comes to food provenance, McCain has decided to extend its educational, unbranded national roadshow - 'The Potato Story'.

Taking the form of a purpose built, unbranded double-decker bus, 'The Potato Story' aims to plug kids' food knowledge gap as a survey shows that one in 10 children aged 7 - 11 year old think that chickens lay potatoes.

The bus has already been travelling across the country visiting over 130 UK primary schools and has to date reached out to in excess of 17,400 primary school pupils. Yet insight gained over the course of the last year into the level of understanding of food provenance amongst the UK's kids has indicated that there is still an ongoing need for the 'The Potato Story' programme; which will embark on its fifth tour from September 2009.

Dr Richard Woolfson, a prominent child psychologist, says: "Lack of understanding of food and a misunderstanding of what constitutes 'healthy food' may have a serious impact on the eating habits of children in the future.

"Food provenance is a big part of this, as it's very important that children learn where their food comes from in order for them to develop healthy eating habits from an early age."

Nick Vermont, CEO, McCain Foods (GB) Ltd says: "'The Potato Story' was developed as a vehicle that could help us contribute towards teaching children about food provenance and the humble spud. As part of our overall McCain 'It's all good' campaign, we are committed to working hard to ensure that 'The Potato Story' is, and remains, both relevant to the curriculum and useful for teachers to educate children, while also making it a fun and interactive experience for the kids."

Now part of a wider campaign by McCain called 'It's all good', 'The Potato Story' highlights the company's long term commitment to educating kids on food provenance and is set to visit around 30 schools throughout September - November 2009.

For more information visit The Potato Story website

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Johanna Berry
McCain
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