Caterers

Eat Them to Defeat Them is a school caterer initiative to get kids eating more veg.

Now in its seventh year in 2025 this much-loved campaign has been supported by £20m of TV advertising with over 1.7m different children taking part in over 5,000 primary and special schools. The evaluation data confirms that repeated involvement in the campaign leads to increased veg consumption over the long term and population scale improvement in veg consumption.

what caterers say…

This has really engaged the children both here and at home. We have had fantastic feedback from parents saying their children are eating and asking for more veg. Parents are also eating more veg and staff as well!

Catering Manager, Birmingham

It has given the kitchen staff a chance to be creative, added some excitement to their daily routine. In particular to see the faces of the children light up with great passion when they see their work on display and look of delight at the displays made and most of all tried things they wouldn’t normally.

Cook in Charge, Shropshire

We did a huge display showing all the vegetables in a fun colourful way. It was awesome! We based our decorations using the advert for inspiration. We also did huge tasting tables each week.

Gemma, Catering Manager, County Durham