Nicki Holmyard (Seafood Scotland) - “Tomorrow's customer - engaging with the next generation”


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Nicki Holmyard (Seafood Scotland) - “Tomorrow's customer - engaging with the next generation”

  1. 1. Seafood in Schools Educating the nextgeneration of consumers By Nicki Holmyard
  2. 2. Why do we need to educate children about seafood?
  3. 3. • Consumption is declining• Health issues are increasing• Omega 3 can help
  4. 4. Reversing the trend• Familiarity!• Tasting!• Pleasure!
  5. 5. Public Procurement• School menus are a challenge• Barriers to supply• Need to follow European examples
  6. 6. Who is getting involved?• Billingsgate Seafood School outreach project• MSC - Fish ‘n Kids• Marks & Spencer - School of Fish• Project Ocean - cookery competition• Seafish• Seafood Scotland - Seafood in Schools Project• Local business initiatives
  7. 7. Billingsgate Seafood School
  8. 8. Project with joint aims:Sustainable sourcing: Education in schools:•Increasing the use of MSC •Providing schools with fun, curriculumcertified fish on school menus tailored resources to help learn about•Increasing the availability of MSC the oceanscertified products in the •Working with schools and LocalFoodservice (‘eating out’) sector Authorities to develop the food culture and link activities in the classroom to the dining room The MSC certification scheme recognises and rewards fisheries that have met its strict standards for sustainability. It is the largest and most robust ecolabelling scheme of its kind, and includes many Scottish and English fisheries.
  9. 9. The story so far… A range of resources have been developed for schools: •Packs for teachersThe project has grown over its •Packs for school cookshistory: •Posters, stickers etc to help•Began with a grant from Defra in 2006 celebrate sustainable seafood•Local Authorities join the project when they •Website with games,switch to MSC certified fish (and get Chain of downloadable resources, andCustody certification), so they can use the informationMSC ecolabel on menus•The project now includes nearly 4000schools (one-fifth of schools in the UK)
  10. 10. Next Steps… This year the Fish and Kids project will focus on: •Launching a Scottish version of the Teachers’ Education pack, to link with the Scottish Curriculum for Excellence •Some fun resources to link with the Olympics (as MSC certified fish will be served at the Olympic Games) •Improve engagement with teachers, which includes: • A research project to understand why and where teachers look for and use resources. • A range of marketing activities including social media to improve the visibility and use of teaching resources, and to increase their effectiveness.
  11. 11. Seafood in Schools Project• Eat More (Scottish) Fish!• Learn about fishing and aquaculture!• Get industry involved!
  12. 12. Aims• Use seafood as a context for learning to teach:• Where seafood comes from• How it gets to our plates• Why it is good to eat as part of a healthy diet
  13. 13. What was achieved?• Interaction with 25,000 pupils across Scotland• Ongoing partnerships between local industry and schools• CPD sessions for teachers to improve knowledge• £24,000+ in-kind donations from industry• 3-year extension to reach 50,000 per year
  14. 14. Thank