Caterers

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

Coming into 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.

2025 BRIEFING

Update 27th August 2024: We are in the early stages of planning for 2025. The schools’ programme will focus on a single week this year, the week of 10th March 2025 but there will be plenty of activities to extend to the end of term if you wish. The programme costs 50p per child – we are busy securing funding from government, sponsors, caterers and academy trusts. Every school will need to be funded, some third party funding may be available for your schools but please also consider what funding you could provide to ensure the programme runs in your schools. Please get in touch to discuss or with any other questions.

Please get in touch…

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