Launched with the theme 'The Big Chomp', this year's Veg Power initiative, in collaboration with ITV, Channel 4, and Sky Media, aims to elevate vegetable consumption among children through an engaging schools' program and a vibrant advertising push.
Funded by the Welsh Government, the campaign is set to impact over 262,000 young minds across Wales, providing a bilingual educational experience in primary schools. Ysgol Santes Tudful in Merthyr Tydfil has already embraced the program, integrating cooking, arts, and digital storytelling into its curriculum.
Despite alarming statistics indicating a decline in vegetable intake among children, with a third consuming less than one portion daily, there's a silver lining as 53% express a desire for more greens in their diet.
Veg Power's mission since its inception in 2018 is to reverse these trends, fostering a love for vegetables that can be passed down through generations. The initiative's success is evident, with 64% of Welsh parents noting an increase in their child's vegetable consumption post-campaign.
Source: gov.wales