Birds Eye Green Cuisine has become the official partner of Team GB ahead of the Paris 2024 Olympic Games.
Following the success of their previous partnership in 2020, the tie-up hopes to continue its mission to make plant-based foods ‘accessible for all’.
The Green Cuisine scheme will help to educate the nation on the health benefits of plant-based food as well as supporting Team GB’s drive for environmental sustainability. Working alongside Team GB athletes, the collaboration will raise awareness of how including plant-based products in diets can help the health of ‘both ourselves and the planet’.
The initiative will also aim its attention at primary schools around the country through Team GB and Paralympics GB’s youth engagement programme ‘Get Set’. According to the brand, over a third (34%) of children have asked an adult if they could eat a meal that does not include any meat.
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“This partnership offers us a golden opportunity to highlight the benefits of a flexitarian lifestyle for the good of ourselves and the planet, and allows us to go one step further and deliver a united sustainability strategy,” Green Cuisin UK and Ireland marketing cluster lead, Victoria Westwood, said.
“Green Cuisine is now in its fourth year and worth £17.3m. With plant-based consumption set to explode to five times its current size over the next 15 years, we are committed to helping consumers and retail partners recognise the benefits of the category and educate them on its relevance and the role it has to play in the health of both the planet and ourselves.”
The ‘Get Set to Go Green’ scheme hopes to reach over 25,000 primary school teachers during 2023 and 2024, providing them with 18 downloadable ideas, including videos full of ‘Get Curious’ activities and ‘Go Green’ challenges to support them with lesson content.
Team GB commercial director Tim Ellerton added: “We are incredibly proud to continue working with Green Cuisine as we head towards Paris 2024. Environmental sustainability is a huge focus for us at Team GB, so working with Green Cuisine to bring to life our work in sustainability is a great step forward. We look forward to working together to showcase the environmental benefits of opting for plant-based foods, as well as empowering children to build green, healthy habits.”
