Asda launches new scheme to connect with kids

Supermarket group Asda has launched a new scheme to help educate school children about farming, its importance to life in Britain and the benefits of using fresh ingredients as part of a healthy balanced diet.

The scheme, called Connecting Children, was piloted on Thursday 20 March at Whiston Junior and Infant School near Rotherham, South Yorkshire.

Through a series of hands-on activities, the children discovered facts about the livestock supply chain, making them think about where their food comes from and helping them to see fresh ingredients as fun.

Asda also took its unique “aroma marketing” tasting vehicle to the school so parents could watch cooking demonstrations, sample meat dishes prepared on site and learn how to cook some of the healthy recipes fed to their children.

“We are taking a two-pronged approach and showing parents that good, fresh food – made with ingredients produced on British farms – doesn’t have to be expensive or time consuming to prepare,” said Asda meat buyer Jim Viggars.

Each session at Whiston Junior and Infant School started with a talk from a local farmer, followed by activities ranging from milking a demonstration cow and making butter, to interactive games that focus on how food gets from farm to plate.

Following the initial launch at Rotherham, Asda plans to roll out its Connecting Children programme across other major cities.

The scheme is being managed in conjunction with Anglo Beef Processors (ABP).