Team GB builds up to Paris 2024 with plant-based diet partnership
Team GB has linked up with Birds Eye’s Green Cuisine ahead of the Paris 2024 Olympic Games, to educate the public on how incorporating plant-based options into their diet can improve health and the environment.
Spearheading the partnership will be the be the new Get Set to Go Green initiative, which is an education programme for children, parents and teachers about the ease of including plant-based options into everyday meals.
A recent Birds Eye Green Paper Report, which surveyed 1,000 children between the ages of six and 12, and their parents, found that 34% of children asked for a meal that did not include any meat.
The programme will be delivered in primary schools through Team GB and Paralympics GB’s youth engagement programme, Get Set. This was originally created as the official education programme for the London 2012 Olympic and Paralympic Games and now offers free, cross-curricular resources for schools and community groups.
Get Set to Go Green is also designed to help children between the ages of seven and 11 learn more about sustainability. Green Cuisine’s report found that 92% of children surveyed felt that it was everyone’s responsibility to look after the planet.
"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."
The programme is aiming to reach over 25,000 primary school teachers during 2023 and 2024 to provide downloadable ideas, including videos full of ‘Get Curious’ activities and ‘Go Green’ challenges to support lesson content.
“We are incredibly proud to continue working with Green Cuisine as we head towards Paris 2024,” said Tim Ellerton, Commercial Director at Team GB. “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.”
Victoria Westwood, UK and Ireland Marketing Cluster Lead at Green Cuisine, added: “We are proud to be an Official Partner of Team GB again – continuing our mission to make plant-based foods accessible to all.
“Team GB athletes perform to the highest standards possible, and we want consumers to recognise, through this partnership, how the nutritional value of plant-based foods can help them perform to their highest standards in their day-to-day lives as well. 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.”