Marketing

Educate

7 July 2011

What is ‘Educate?’

The work under ‘Educate’ seeks to influence the consumers of the future about the health benefits of potatoes in their diet with an aim to developing ‘life long’ eating habits, through school learning – the programme also helps schools with cross-curriculum activities and learning.

Launched in 2005, Grow Your Own Potatoes (GYOP) was the first major primary school based growing project. Since then it has become one of the largest of its kind, with well over 1 million children participating so far: learning where potatoes come from, how they grow and that potatoes are a healthy food. It’s simplicity and the fact that GYOP is a practical activity makes it perfect for young pupils. Pupils are given the opportunity to plant and harvest their own crop using seeds, grow bags and online resources supplied to them free of charge. Following on from the success of GYOP we have now launched Cook Your Own Potatoes (cyop) and exciting new website which provides a toolkit of Food Technology resources for Ket Stage 3. Created with practicing teachers, the websites provides a bank of resources with everything needed to deliver engaging lessons.

Bill Graham- FACE

There is no doubt that Grow Your Own Potatoes is a flagship project that is really making a difference. The key to its success is that it is just so easy to take part and the project can be incorporated into the curriculum in a wide variety of ways. I look forward to the time when all schools will be taking part in this scheme.

What is the benefit to the industry from this work?

Younger consumers are eating less potatoes than their parents and grandparentsto address this we need to reach them while they are still young and help them develop lifelong eating habits. By making a difference to the way children view food at a young age, we can help shape healthy eating habits that will stay with them as they grow, influencing their diet and purchasing habits in the future. We aim to teach them about the versatility, sustainability, taste and health values of the potato so that they can make educated decisions about their diet choices.

What have been the successes?

13 000 primary schools nationwide are taking part in GYOP 2011. That’s almost 500 000 children growing potatoes. That’s 60% of all primary schools in the UK
2011 has also had the biggest industry involvement with 8 different suppliers supplying seed potatoes for the schools to grow
We have also had involvement from the Newbury Showground, Three Counties Showground and the Suffolk Showground with planting and harvesting events planned for this year
The Sun newspaper is championing the GYOP project and runs regular spots in their gardening pages on a Saturday
Following the launch of the new look, easy to navigate schools website last year we have had an amazing 93,000 visits
Reduced costs by working across AHDB sectors

What is the work based on? Evidence….

Recent research carried out by Dairy Co ranked GYOP as one of the most widely recognised school projects alongside much larger-scale activities. It is also known that children involved in growing potatoes are more likely to eat potatoes both when they are young and in later life.

We are constantly working to improve what we do and as such carry out our own research, including:

Survey monkey – sent to all schools that register to take part, following harvesting – helps assess awareness of key campaign messages
Telephone survey to schools for feed back about the project
Website Search Engine Optimisation report – to maximise visits to the site
Google analytics –check website visits, click through rates, forwards and open rates for all on line activity
Working with teachers we constantly improve the schools website to reach them in the best possible way

Paul Field (teacher)

“Grow Your Own Potatoes is fantastic, we’re 100% behind it!”

“This is the first time we’ve taken part and we really enjoyed it. Each of the infant classes had a bag and found the project easy to follow; it is a great way for children to start connecting with their food. The harvesting is magic though, the excitement on their faces is fantastic – as though they were digging for treasure

I want to be involved, how can I do this?

One of the main unique selling points of GYOP and the reason it is so successful is the ability of Potato Council to supply FREE seed potatoes to all the schools that register. As GYOP has grown and developed, seed suppliers have seen the benefit ofGYOP at many levels and recognise the opportunities on offer. Eight seed suppliers currently support the project by supplying regional varieties to the schools and funding regional prizes.

GROWER GEERT KNOTTENBELT, LUFFNESS MAINS

“At a time when concerns have been raised over the long term future of the potato industry, introducing children to potatoes is vital. The Grow Your Own Potatoes project is a great way of doing this and the feedback from pupils made it all worthwhile.”

Can you help the new project in 2012?

Recruitment for 2012 regional seed suppliers need to be safe haven accredited, fast growing first earlies seed; suitable for planting at the start of March and harvesting at the end of June.
Can you recruit local schools to take part in the gyop & cyop projects?
Visit your local school to help at planting and harvesting times
Become a school buddy and liaise with schools during growing period by helping with any questions they may have
Attend harvesting events being held at show grounds around the country
Hand out recruitment flyers at industry events

GROWER GRAHAM NICHOLS

“This is a really great project that I’m delighted to be a part of. The hands-on activity is the best way to filter information through to young children – and of course, it’s a fun learning experience. It’s particularly rewarding to see youngsters from schools in large towns and cities getting their hands mucky as they learn what’s involved in planting and growing their own potatoes.
“It is important for the industry to get on board and help change the way children – and consumers in general – think about potatoes, after all it is our business we’re promoting!”

This is a great fun project – get involved, don’t miss out.

Marketing