Jamie Oliver Does It Again – Wants To Change How You Eat
Jamie Oliver, known for his celebrity chef status, and more importantly – the initiative to change the school menus in the United Kingdom, has jumped on another initiative, Veg Power. A new action, to take some of the marketing budgets and use the money to advertise vegetables instead.
Over three hundred million is spent in the United Kingdom annually, to market sugary foods and drinks, yet, less than five percent of that is dedicated to promoting vegetables.
The new initiative to launch a campaign for new funding, marking it with the release of a vegetable ad chosen by children from a competition among design agencies and students is led by Peas Please, an organization formed by The Food Foundation, WWF, Food Cardiff, and Nourish Scotland. The main aim of Peas Please is to “bring together farmers, retailers, fast food and restaurant chains, caterers, processors and government departments with a common goal of making it easier for everyone to eat veg.”
The ad will be displayed in more than 5,000 locations nationwide, including thousands of primary and secondary school lunchrooms across the United Kingdom.
Global guidelines recommend eating at least 400g (14oz) of fruit, vegetables or legumes per day, the equivalent of five average servings.
“But unlike all the junk food and confectionery we are relentlessly sold every day, our delicious vegetables are not ‘owned’ by massive global brands so they don’t get the marketing and advertising clout they deserve,” he said.
“Having a pooled marketing budget from retailers, producers and government is a brilliant idea. It means we can get top agencies behind the marketing of veg, which will drive up demand and boost consumption.” according to Hugh Fearnley-Whittingstal, another celebrity chef, who joins Oliver, to help boost the initiative.
To reach the goal, Veg Power has started a crowdfunding page to raise the initial $135,000 (£100,000 GBP). They also intend to release a children’s book – the book will contain kid-friendly recipes and activities.