Based on the insight that in times of increasing obesity, children are more likely to eat veggies if they are involved in the process of growing, harvesting and cooking them, the solution was to develop an integrated collector program providing primary schools throughout Australia and New Zealand with veggie patch equipment and classroom resources. The program was designed to educate kids on the origins and health benefits of eating veggies whilst also reinforcing the association between McCAIN frozen vegetables and fresh vegetables - both are from the goodness of the earth.

29% of all Australian primary schools participated in 2010 reaching 1million families.

Mccainveggiepatches.com received around 41,000 website visits with an average 4.5 minutes spent on the site.

62,000 barcodes were sent in by primary schools and close to 3,000 veggie patch items were redeemed by primary schools.

The campaign was a Parents Jury FAME award runner up with all other nominees being ‘fresh’ foods.

McCAIN School Veggie Patches will kick off again in 2011.