Woolworths develops in-store education for kids

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Brick and mortar supermarkets are developing new strategies to woo shoppers to engage in the physical experience of shopping in person. At the same time, shopping is a learning opportunity for giving children knowledge as part of the family experience.

Woolworths has announced an ambitious target to reach half a million Australian children through its ‘Fresh Food Kids Discovery Tours’ within is stores in the next 12 months. This initiative aims to inspire the next generation to love their fruit and veg.

With almost 95 per cent of Australian children struggling to meet their recommended intake of fruit and vegetables, Woolworths says it is committed to “making it easier for kids to get acquainted with their greens and find fruit and vegetables they enjoy.”

A successful pilot of the program has already run in a select number of Woolworths supermarkets over the past few months, with the ‘Fresh Food Kids Discovery Tours’ bringing Australian students in-store to learn all about fruit and vegetables in a fun and interactive way.

Strategy of activities

Fresh Food Kids Discovery Tours have been designed with the school curriculum in mind, catering to kids from Early Learning Centres all the way up to year 6.

The full program will kick off from Term 3 and teachers and educators can book a free Fresh Food Kids Discovery Tour for their class at their local Woolworths store. Amongst the key learning outcomes of the tour:

  • ELC-Kindergarten kids will learn about the importance of eating a rainbow of fruit and vegetable colours.
  • Years 1-2 kids will learn how different fruit and vegetables are good for different parts of their body.
  • Years 3-4 kids will discover fruit and vegetables don’t grow the same and they have different seasons.
  • Years 5-6 kids will learn about sustainability and waste reduction.

On the tours, students can discover and try new fruit and vegetables, learn how and where they grow, understand the benefits of eating a good variety of fresh fruit and vegetables and play veg-inspired games through a full sensory experience.

Working with educators

Woolworths Supermarkets Managing Director, Claire Peters said that getting children to eat fruit and vegetables every day can be tricky, and parents can find it challenging to get their kids to eat their required daily intake.

“We worked with educators, nutritionists as well as fruit and veg scientists to put together the program for our Discovery Tours to ensure real learning outcomes are achieved for each age group. Play is a key part of learning and we have quiz cards and sticker books to help extend the discussions back to the classroom and the home,” he said.

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