School Food Trust in bid to lift public confidence

The body responsible for revolutionising the quality of UK school meals is to launch a PR campaign in a bid to renew public confidence in pupils' dinners.

The School Food Trust (SFT) is in the final planning stages for the ‘Eat better, do better' campaign, which will be timed to support the introduction of rules for meals served to pupils.

The nutrition standards, which come into force in September and are based on recommendations published in May by the School Meals Review Panel, ban processed items, crisps, fizzy drinks and confectionery. They also put limits on fried food, and insist on at least two portions of fruit and vegetables with every meal.

SFT director of comms Chris Wainwright, who joined from RBS Insurance last Monday, said one of his first tasks would be to hire external PR support for a series of projects to support the campaign.

‘This campaign will aim to show parents, children and schools the benefits of eating healthy foods,' said Wainwright. ‘Over the next couple of months we will look for PR agencies to run projects targeting those groups.'

Messages will focus on the improvements to child health, attainment and behaviour due to healthy eating, he added.

The SFT, a non-departmental public body, was established in April 2005 by the Department for Education and Skills after Jamie Oliver's TV series Jamie's School Dinners raised concerns over school food.

The SFT hired agency Digital Public in May while the not-for-profit body was searching for a director of comms.

The agency is still providing PR support.

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