A recent poll of 2,000 parents and primary school children in the UK found that a surprising number of children have lost touch with the fields where much of their food comes from. The poll revealed that around 1.8 million British kids have never been to a farm.
The key focus of Kellogg's new Origins programme is giving kids an understanding of where their food comes from and bringing children closer to the origins of their food. Recently, a small group of school children went to visit a farm in Oxon to meet Kellogg’s Origins Farmer Jamie Orpwood who showed them how wheat seeds transform into their breakfast.
The kids spent the day getting their hands in the dirt, literally. With Jamie's guidance they planted seeds, watered the soil and even put the grains through a mill - all important steps in the making of many Kellogg's cereals. The children delighted in asking Farmer Jamie all kinds of questions about his job - significant considering only 1% of the children polled said they would want to be a farmer when they grow up!
The day was documented for Kellogg's "Little Farmers" video, which is now available to view on the Kellogg's UK & Ireland Facebook page and YouTube channel.
After the kids returned to school, they were asked to draw a picture about their day on the farm. Over the next few weeks, each drawing will be featured as the cover image on the Kellogg's UK & Ireland Facebook page.
The Kellogg’s Origins programme also aims to enhance the working lives of the farmers who supply to Kellogg’s and increase their yields while preserving the natural habitat around them.
The representative base survey was fielded between May 9th and 16th 2014 by Platypus Research Agency. 2000 adults with children ages 7-11 years and 1,000 children between 7-11 years were interviewed.