Presentation to Homebase ‌about Jamie Oliver’s Kitchen Garden Project
Registered charity number 1094536
Sewing the seed with Homebase… In 2012 we aim to EDUCATE, EMPOWER and INSPIRE school children, with the help of Homebase and its employees, by delivering Jamie Oliver’s Kitchen Garden Project ( JOKGP) Since 2005 Jamie has been an active campaigner in the fight to improve the quality of school food in the UK. He’s achieved international awareness through his hugely successful campaign FEED ME BETTER campaign JOKGP takes Jamie’s FEED ME BETTER campaign to another level. Back in 2005 we taught others to Feed our Kids Better. If we want to see real change that is sustainable, we need to give our kids the knowledge and skills to Feed Themselves Better. We can no longer wait for the government to take action; it’s time to take action ourselves and allow other like-minded projects to join in and flourish In this presentation we’ll share our exciting project, Jamie’s vision & manifesto and how Homebase can get involved
Homebase as a supporter… We see a unique synergy between JOKGP and Homebase. Not only because of the existing relationship with Jamie, but because of the HUGE wealth of experience, reach and expertise of the Homebase team in bringing the kitchen and garden alive in the homes of UK consumers. In addition, the commitment to getting more people growing their own food is aligned to our project There are lots of different ways to get involved in our project. For the purpose of this presentation we’ve given you TWO options, both of which can be tweaked and molded to suit your objectives (see slide 16 onwards) We are hugely inspired by the Homebase way of thinking - “we want to play a part in influencing the way people think and act in relation to shopping” For us, this way of thinking is parallel to the way we think. Our aim is to change the way people think and act in relation to food: what they buy and what they eat. With JOKGP, we’re empowering young kids by giving them food educational tools that remains with them FOR LIFE. And one that influences their decisions as parents and consumers in adulthood
Jamie’s vision… To get food education back on the school curriculum and for EVERY CHILD in the UK to have access to a Kitchen Garden Project by 2022
"More must be done to invest in an all-round food education for our kids; one that includes learning about where food comes from and how it’s grown as well as the hands-on experience of cooking in the classroom. I strongly believe that teaching our kids these life skills gives them the best start in life, for their own health, the health of their kids and the health of our nation.” Jamie Oliver
Jamie’s manifesto…
Food education needs to be put back on the radar; it’s hugely topical so be sure to read Jamie’s Manifesto. It’s packed with information that supports the growing urgency for grassroots initiatives such as JOKGP
What’s the big urgency?…
If we are to make any headway in reducing our country’s current obesity epidemic, food education needs to be put back on the menu in schools. Kids must be reconnected with their food, to understand where it comes from and how to enjoy it Did you know that currently 1 in 3 of our 11yrs olds are overweight or obese with 96% of children not eating the recommended 5 a day? Or that the UK has the highest rate of childhood obesity in Europe and that globally we have highest number of cases of Diabetes type 2 in adolescents EVER Clearly there’s lots to be done and we need help and support from everyone who believes education can make a difference – together we can make change for the better
About our Kitchen Garden Project… It is absolutely vital to teach practical cooking skills to children JOKGP exists to teach children the joys of growing and cooking their own fruit and vegetables It’s about nurturing positive eating habits that will last a lifetime …At the heart of the project are three key drivers: EDUCATE children about food: what it is, where it comes from and how it impacts on their health and wellbeing
EMPOWER children by arming them with the tools they need to feed themselves, and their future families, nutritious food
INSPIRE children, parents and teachers to build on these foundations
Our simple A,B,C model… Children will learn how to grow, prepare, eat and share fresh seasonal produce…with a little help from Homebase…
A B C
• Through integrated curriculum and after school learning that is fun and hands-on
• In specially designed kitchen classrooms and productive food growing spaces
• Through weekly and fortnightly sessions run by newly trained Kitchen Garden staff
Our Kitchen Garden project will … Achieve learning outcomes across the curriculum, using an innovative, hands-on education model Provide an alternative learning environment for ‘non-academic learners’ and kids with challenging behaviours Build a legacy of valuable facilities which can be used for community purposes and to create extra income Create a point of engagement and excitement for the school Create close links with local communities and business
Sounds great, but does it work?... The JOKGP has two successful pilot programmes operating in Suffolk and London
A number of like-minded projects such as FFLP, LGC, License to Cook etc are having a great impact in the area of food education
A particular model we take great inspiration from is The Stephanie Alexander project in Australia. Here are some proven results: Improved engagement in learning Increased child willingness to try new foods Improved child knowledge, confidence and skills in relation to cooking and gardening • Improved school social environment • Increased school community connection • A transfer of the benefits and skills to the home • • •
A model for success... Here are some more key findings from The Stephanie Alexander evaluation report, in terms of the benefit to children who have participated: 6% improvement in the number of pupils reaching a high level of attainment 14% drop in absenteeism 8% improvement in exam results across Math’s, English and Science leading to increased employability on leaving school Source: ‘Evaluation of the Stephanie Alexander Kitchen Garden Program, October 2009’ University of Melbourne/ Deakin University
A model for success (cont)... There are clear changes in child attitudes, knowledge, skills and confidence in relation to cooking and gardening Children enjoyed their gardening classes, but in schools where the garden specialists had fewer gardening qualifications and experience, children tended to report lower interest in participating in garden activities The program was considered particularly effective at engaging ‘non-academic learner’s and children with challenging behaviours Source: ‘Evaluation of the Stephanie Alexander Kitchen Garden Program, October 2009’ University of Melbourne/ Deakin University
Who can take part?... Eligibility: State primary schools Special Schools and Pupil Referral Units who deliver a primary curriculum Commitment to provide an element of match-funding and extend the training Show support of the programme my providing clear evidence of costings, how cooking and growing spaces will be established in school or community site
Teaching resource packs… The JOKGP will provide: Lesson plans, fact sheets and demonstration notes to promote curriculum links for numeracy and literacy Template garden layouts, growing calendars & cards Recipe books (based on meals, seasons and ages) Kitchen and garden related wall posters An online forum & network for children and families to join in (a clear community of people who want to grow and cook that is accessible to Homebase)
School meals menu templates that promote seasonality
Homebase support – option one… Partnership model – 3 year commitment: We want to work with Homebase in order to give schools the match funding to set up the facilities they need to teach kids about food Through in-kind value - not monitory value - we can get kitchens and gardens into schools across the country to benefit future generations of children The Maths per school (average) Kitchen: £75k Garden: £25k Total per school
£100K (high end, new build as pilot)
Homebase support – option one (cont.)… We want to tap into the expertise of Homebase staff and offer them training and volunteering opportunities that will truly change lives On-going support we need: 1 x regional staff from each Homebase region to be
nominated as JOKGP champions and mentor schools in their region alongside our team A bank of store staff to be nominated as Kitchen and
Garden Specialists to deliver or support delivery of cooking and growing sessions in schools 4 mornings a week term time A further bank of store staff to support schools and parents in the on-going
maintenance of their food gardens, especially in the school holidays
Homebase support – option two… Not all schools have space for a full-scale project. As such we want to give a number of schools an option to deliver a lighter model, with the help of Homebase and other partners. We call this the ‘JOKGP lite pack’, which would require a minimum one-year commitment in providing: A monthly box of seasonal veg and matching seed kits. Providing schools with the seed kits will also enhance children’s knowledge of ‘field to fork’ eating and sustainability. Schools will start to grow their own produce, and over time will have their own systems on place to have a continual supply of fresh ingredients * A set of educational cards and a JOKGC recipe that is linked to the seasonal veg box
A kit of basic cooking equipment (perhaps to include a mobile induction hob so they can do some basic hob cooking) * Opportunity to attend a monthly online training session on how to use these resources and do the recipes Jamie style A kit of basic gardening equipment * * Supplied by Homebase
Homebase support – option two (cont.)… The Maths per school Veg Box @ £25* per box/ month: Pack of Seeds @ £15* per pack/ month: A kit of basic cooking equipment: A kit of basic gardening equipment: Virtual training @ £30 per month:
£300 a year £180 a year £300* (one off) £300 (one off) £360 a year
Total per school
£120 £1,440
(per month) (per year)
Total for 50 schools a year * This costs are based on similar products available on the market
£72K
Continued support and roll out… Build and landscaping projects Base line evaluation study – Sheffield University Local campaigning/ fundraising – raising profile, increasing support, visiting selected demonstrator schools, engaging pupils, parents and staff, local authorities Establish links with local stores/ local media Delivery of training to schools and Homebase staff On going monitoring, evaluation and PR Opening/ launches of kitchens and gardens
What’s in it for Homebase?… Purpose Purpose is now the fifth “P” of marketing. It is a vital addition to the age-old marketing mix of Product, Price, Placement and Promotion Brand loyalty More people are like to switch, recommend and promote brands that support social causes
PR This project will give Homebase great exposure via Jamie’s PR activities Cachet Homebase would be acknowledged as a founding partner of this transformational project Celebration You share the success of our project
Good deeds reap rewards…
Source: Edelman goodpurpose® Study 2010. FOURTH ANNUAL GLOBAL CONSUMER SURVEY
The Results…
…a generation who can feed themselves better! Want more? Click here for a bit of inspiration from Jamie…
Contact… Michelle Smith School Projects Manager E: michelle.smith@jamieoliver.com T: 020 3375 5552 M: 07854 892 564 A: 4 Nile Street, London N1 7LL
”“In an age of fast food and ready meals, it is heartening to see pupils cooking and eating vegetables they have grown and harvested.” Stephen Green, Headmaster at Orford Primary School -‐ pilot for Jamie Oliver’s Kitchen Garden Project
Click here to find out about Michelle Smith and her passion for Jamie Oliver’s Kitchen Garden Project.