Meatless Farm has partnered with the UK’s youngest plant-based chef, Omari McQueen, to launch its ‘For Kids By Kids’ campaign.
The campaign is aimed at the education catering sector and intends to drive the uptake of plant-based food in schools.
McQueen says: “I am extremely passionate about the sustainability of food and teaching my generation more about where their food is sourced and the long-term environmental impact our food choices can have.
“I am so excited to partner with Meatless Farm and to be able to share my love of cooking with such a forward-thinking brand.”
The campaign for vegan school meals
The partnership is part of Meatless Farm’s foodservice mission to ‘make menus meatless’ and will be implemented by a two-phase campaign.
The campaign’s first phase is content-driven and focused on education and recipe inspiration.
It leads with a series of campaign films featuring McQueen with Meatless Farm’s culinary chef, Ben Davy.
The videos will feature recipes for school dinner favourites and will showcase how versatile and delicious plant-based food can be while educating on why sustainable eating is important.
All of the content will be hosted on Meatless Farm’s dedicated microsite for anyone to access and learn from.
Phase two of the campaign will engage schools directly, including the co-development of plant-based menus for school children.
For Kids By Kids
For many children, their main interaction is with food, particularly for the 1.4 million who claim free school meals.
With so many children showing concern for the planet’s future, the ‘For Kids By Kids’ campaign aims to show school caterers the important role that plant-based food can play beyond the all-important functional and cost priorities.
Michael Hunter, Managing Director of Meatless Farm UK and Ireland, says: “School caterers are playing an increasingly important role in food culture and we are committed to educating children on food from a young age to help them make healthier choices for themselves and the planet.
“With the help of Omari, we want to achieve a heightened level of support for caterers and a recognition of the role that plant-based food can play in offering nutritional, sustainable and cost-effective meals for children.”
It’s no secret that a plant-based diet offers a myriad of health benefits. Read how it can help students perform better at school too.