new way to eat- funding
DESCRIPTION
April 13, 2015TRANSCRIPT
“This food educa.on program could be the single most impac7ul interven.on
on children’s health” Bre< Rierson, World Food Programme, China representa.ve
Chinese kids are in a health crisis
Obesity & diabetes epidemic from rapidly worsening diets All study, li<le exercise
No formal food educa.on
13% of 7-‐18 year olds overweight, 15% are prediabe.c
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Good for you & �Good for the planet.�
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www.juccce.org/ea.ng
Protecting our future bychanging the way Chinese kids eat.Good for you, Good for the planet
www.juccce.org/eat
Urban kids eat more processed foods
Disconnected from nature & real food 80% of Chinese will live in ci.es (900 million by 2030) Concrete jungles have li<le greenery, no urban farms
Wealthy parents rewarding “li<le emperors” with fast food
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Good for you & �Good for the planet.�
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Play-based learning that entertains and engages kids
Show kids how to enjoy real food
& be smarter food consumers
www.juccce.org/eat
Exploding middle class ea8ng higher impact foods
Food is single largest source of greenhouse emissions globally (30%) 900 M middle class, 1.4 B people in China (2030)
Planet cannot sustain rapidly increasing meat consump.on China’s imports of foods are impac.ng other countries’ agriculture resources
The first program in China to combine nutrition and sustainability �
into an integrated educational program
Healthier kids means a healthier planet
www.juccce.org/eat
Change the way young kids eat3 components
Play-‐based learning for Y1-‐6 students
across mul8ple subjects
“Enjoy food & cooking. Be a smarter consumer”
Yummy & healthy school lunch recipes for various urban budgets
“Chef inspired, kid tested”
New ea8ng framework guided by experts
“Good for me, good for the planet”
1 2 3
Entertain & Educate the World�In a Profitable Social Enterprise
• Build a global brand in mul.ple channels
• Celebrity & expert endorsement and media
• Play-‐based learning with short videos, games, catchy music
• Mobile game engages kids in learning and tracks changing food preferences
• Cute, kid friendly merchandise personifies healthy foods
• Modeled a_er Dora the Explorer, California Raisins…
792K
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859K
552K
789K
94M Primary School Children in China �China has 15% of global population of children �
�The program is being developed in China, �with the intent to go global with local partners using our open-source templates
Other Ways to Engage Kids
Home Student Green Councils
Cafeteria Operations
Teacher training
Head of Schools
Restaurants
Channels to Scale
School classrooms & lunchrooms
Extra-curricular education
Educational magazines
Restaurants
Corporate CSR events
Parents education workshops
TV, Video Partner websites & Mobile app
USD3M over 3 years Development Expenses ($000)
$0
$200
$400
Y1 Y2 Y3
Game
Speaking Fees
Merchandise 0
200
400
600
800
1000
1200
1400
Y1 Y2 Y3
Recipes
Mobile Game
Program Mgmt
Videos
Brand Iden.ty
Movement Building
Curriculum
Revenue ($000)
BUDGET ITEMS USD3M over 3 years Program management Curriculum Development
Ea.ng Framework focus groups Curriculum research Ac.vity development and tes.ng Videos for each ac.vity Curriculum material prin.ng Mobile game development Website development, hos.ng and maintenance
Recipe development & tas.ng Cookbook edi.ng, produc.on, prin.ng
Brand iden.ty development Merchandise design Graphic design for curriculum TV show produc.on
Movement building Channel development Teacher and parent training Surveys-‐ impact measurement Policy influence Tailored content for partners
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A brand new eating framework ���
• Simple for kids to understand
• Incorporates nutri.on, fitness, sustainability, social aspects of ea.ng
• Implicitly encourages plant-‐based, real food
• Not influenced by food lobbyists
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Too complex for children (and adults)
to apply to everyday life
• If there are more mouths to feed everyday, can the Earth grow enough food to take care of all of us?
• The way we grow food today hurts the Earth.
• If the Earth is sick, people who live on Earth get sick.
• We need good food to fuel our minds and bodies.
• We need a healthy Earth to grow good food.
Simply speaking, for kids
Interrelationship of F-H-S (Bignet)
Environmental sustainability determines the outcome of food production at all scales;Agriculture is the world’s single largest determinant of global sustainability;Environmental change affects human health (vector borne diseases, zoonotic pandemics…);The food system (quality of supply to dietary choices) majorly influences human health.
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FOOD HERO RULES 新食尚榜样守则1. Food fuels your mind and body
2. Quality foods and exercise give you extra fuel 3. You can save the planet by ea.ng healthier
FOOD HERO RULES 新食尚榜样守则
1. Food fuels your mind and body • Be aware of how your body feels and changes before and a_er ea.ng • Eat 3 small meals and 2 snacks a day, star.ng with a healthy breakfast • Enjoy every mouthful. • Sit down to share meals with family and friends • Don’t overeat un.l you are uncomfortably full • Drink water when you wake up, with each meal and snack, before and a_er you
exercise, and when you are not feeling well
2. Quality foods and exercise give you extra fuel • Fill up first on nutrient-‐rich foods • Eat a variety of food groups, colors and textures • Be open to trying new foods and dishes • Learn to cook and prepare food safely • Avoid sudden increases of sugar • Exercise daily to help your body use food as fuel
3. You can save the planet by ea.ng healthier • Eat more greens and avoid ea.ng large animals • Eat food grown sustainably and in abundance. Don’t eat endangered animals • Buy local and seasonal veggies and fruits • Reduce food and packaging waste. Don’t take more than you can eat
DRAFT
EAT FIRST AND FULL
EAT SPARINGLY
EATING FRAMEWORK�Nutrient Rich, Planet friendly diet ���
DRINK WATER
DAMAGING
GARBAGE
EATING FRAMEWORK�饮食习惯新守则�
1. EAT FIRST & FULL 优先摄入 • LOCAL VEGETABLES • SEASONAL FRUITS • LEGUMES • NUTS, SEEDS • TOFU, EGGS • WHOLE GRAINS • ABUNDANT SEAFOOD • WATER
2. EAT SPARINGLY 选择性摄入 • SOFT WHITE STARCHES • DAIRY • LEAN MEATS • GOOD OILS
3. DAMAGING FOOD 损害环境及健康食物 • HEAVY IMPACT • CHEMICALLY PROCESSED stuff
ENDANGERED foods • UNCOOKED meats & fish • POLLUTED foods
4. GARBAGE FOOD 垃圾⾷食物 • FRIED FOODS • FATTY MEAT • EXCESS SUGAR
Play-based food activities across all subjects �in Chinese primary school curriculum
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Sample ThemesTranslating complex concepts into play-based learning
Eat This firstFood Hero RulesExpress Yourself
Eat a Rainbow EverydayWhere Our Food Comes From
Icky Sugary DrinksReal Food
Let’s Cook 10 Dishes
“I just had one of the most rewarding mornings in my life. The energy in the room, and fun had by all, was incredibly inspiring. Imagine if we all had the opportunity to
have FUN learning about healthy food when we were younger.”
Restaurant partner Sproutworks director Kim Wong
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THEME:
Teaching Concepts: ��
Balance, �Diversity in diet, Micronutrients, �Enjoy fruits & vegetables, �Seed to Fork
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Teachers’ lesson cards & videos
“Today I ate a rainbow and it tasted great. Today I ate a rainbow and it was on my plate. My body feels so healthy and happy too. Today I ate a rainbow. How about you?”
Bilingual song “多彩食物每天好滋味，
多彩食物每天真喜欢，
我的身体健康又快乐，
每天吃个彩虹一起来吧”
Music
12/2/14 A New Way to Eat-‐ London roundtable www.juccce.org/ea.ng [email protected] 29 Painting a Mural
FOOD LITERACY FLASHCARDS�
Food literacy speed game
Food literacy speed game
Stickers, Hand stamps, Temporary tattoos
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Guess the vegetable���food literacy charades game�
12/2/14 A New Way to Eat-‐ London roundtable www.juccce.org/ea.ng [email protected] 35 Touching real food
Tasting real food made out of a rainbow
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THEME: Where our food comes from
12/2/14 A New Way to Eat-‐ www.juccce.org/ea.ng [email protected] 38
How are vegetables grown?
Science
+ =
Grow Your Own FoodLima bean in a plastic bag experiment
FOOD SYSTEMS- Seed to Fork �(process, jobs, innovations, issues)�
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THEME: Be a food hero with each biteShowcase food industry job opportunities.�How can China lead in food system innovations?�Explore ecosystem risks in food supply chain.�
FOOD SYSTEMS- Fish to Fork �(process, jobs, innovations, issues)�
Innovation: Aquaculture
FOOD SYSTEMS- Farm to Fork �(process, jobs, innovations, issues)�
Draw a food related scene in this Chinese peasant painting style
Arts
+ ? =
1Kg wheat bread
1Kg wheat rice
1Kg Beef
1600 Litres Water
2500 Litres Water
15400 Litres Water
Visualizing resource impact
1Kg wheat bread
1Kg wheat rice
1Kg Beef
1600 Litres Water
2500 Litres Water
15400 Litres Water
1Kg wheat bread
1Kg wheat rice
1Kg Beef
1600 Litres Water
2500 Litres Water
15400 Litres Water
50 A New Way to Eat [email protected]
51
MathCalculate how much water goes into the production of food
Food Quantity
Water consumption
(litres)
Beef 1 kg 15,415 Pork 1 kg 5,988 Rice 1 kg 2,497 Milk 1 x 250ml glass 255 Bread 1 kg 1,608 Milk 1 x 250ml glass 255 Egg 1 196
FOOD SYSTEMS- Seed to Fork �(process, jobs, innovations, issues)�
What happens to food as it is processed?�How do food marketers promote food to kids?�
THEME: Eat real food
Compare real & processed food
Eat a lot Eat a li<le Avoid
Real Changed a li<le Changed a lot
Compare real & processed chicken
Teaching Concepts:��
Decision making, �Smart consumer, �Real vs processed food
Arts
Fruits
Vegetables
Seafood
Nuts
Collect Avoid
Garbage foods
Cooking real food
Know how to cook 10 basics
1. Scrambled eggs and tomatoes 2. Steamed rice 3. Soup noodles with toppings 4. Yangzhou fried rice 5. S.r fried vegetable with garlic (broccoli, spinach) 6. Boiled dumplings from scratch 7. Cut fruit salad pla<er 8. Steamed edamame 9. Fresh organic soy milk 10. Salad
Choose a processed food product and present its history in a slideshow (e.g. hamburgers, soda, instant noodles)
History
Food marketing�Design and promote your own food product
Avoid sugar spikes �
THEME: Icky sugary drinks
Excess sugar in soft drinksScience
Listen to Your Body�Drama class�
Swollen 腹胀 Breathless 喘不过气 Calm 平静 Clammy 出冷汗的 Faint 昏倒的 Fluid 流质，液体的 Flushed 脸红的 Fragile 脆弱的 Suffocating 窒息的 Trembly 发抖的 Twitchy 痉挛的，抽搐的 Wobbly 摇摇晃晃的，站不稳 Constipated 便秘的 Heated 加热的 Hyperactive 亢奋的 Irritated 恼火的 Jittery(饿的)心慌 Nauseated 恶心呕吐 Numb 麻木 Pounding 心慌 Raw 生的
Angry/mad 腹胀 Blocked 噎住 Short of breath 喘不过气 Bubbly 涨气 Buzzy 亢奋／心慌（吃甜食后） Cold 冷的 Stuffy 胸闷的 Dizzy 头晕的 Empty 空的 Energized 有活力的 Full 饱了的 Frozen 冰冻的 Fuzzy 毛毛的 Happy 快乐的 Heavy 大量的 Hot 热 Itchy 痒的 Jumpy 心慌的（吃甜食／咖啡后） Knotted 肚子绞痛 Light-headed 头重脚轻，头晕 Pressure 胃气胀 Prickly 刺痛的 Puffy 肿胀 Queasy 呕吐反胃 Satisfied 满足 Shaky 颤颤悠悠 Sleepy 昏昏欲睡 Spinning 天旋地转 Strong 强壮的 Sweaty 冒汗 Tense 紧张的 Tight 紧的 Tingly 刺痛的 Upset stomach 恶心呕吐 Warm 温暖的
YOUNG KIDS
Cooking activity�flavored waters
Children’s Magazine 2 scien.fic experiments in each issue. �Reaches 1 million children in China
Science
Develop 100 �healthy and yummy school lunch recipes �
for various Chinese school budgets, �with top chefs and Chartwells caterer�
3
�Working with Top Chefs
(L) Sprout Lifestyle, Kimberly Ashton (L) Wujie, Jack Gao
(R) Element Fresh, Sco< Minoie (R) Madison, Aus.n Hu
Farmhouse Juice, Uriel Copelev House of Flour, Brian Tan Sproutworks, Kelley Lee Octave, Margie Chiang
In collabora*on with Chartwells caterer
Goal: 100 Healthy Recipes�of various budgets
Our first recipes are now being served at 4 schools in Shanghai through Chartwells catering
program incubator A non-‐profit crea.ng a livable China that is good for us and good for the planet. A cultural bridge, a storyteller, and a convener for ac.on.
www.juccce.org/eat Shanghai: [email protected] London: [email protected] @juccce