Is the future of school food dead?
Recent articles warn of the collapse of secondary school catering, citing that it is becoming unviable and will have to cease being offered across the country. This is of course following on from Jamie Oliver"s campaign two years ago which highlighted deficiencies in school meals services, which the Government addressed via the setting up of the School Food Trust, who then introduced a series of guidelines banning chocolate, fizzy drinks and much more.
Unfortunately what happened is that usage plummeted across the country and costs to schools rose dramatically as a result. Schools face challenges on balancing their budgets and tough economic times, but there are always opportunities to streamline operations and enhance the quality of meals produced, not necessarily by increasing costs.
Any parent will know that if you want children to do something, you tell them not to!! They do the opposite of what they are told.
The rebellion has happened in school food too. The “you must eat this because it is healthy” message is falling on deaf ears, not surprisingly.
So is it true that kids will not eat good, nutritious food by choice? We don"t think so. It is a question of approach.
Here at Cucina, a company I set up two years ago in the aftermath of the Jamie Oliver campaign, we have seen usage soar to double and treble those experienced before we took over in most of our school restaurants. We now have 21 restaurants across the UK.
There is no magic wand of course, the solution revolves around giving customers (as school kids are just that) good foods that they want at a price they can afford to pay. In this regard food service to any group of customers has never been any different; it"s just a question of the how to achieve it.
Cucina has a “whole school” approach to food provision, ensuring that the whole school community becomes involved in healthy eating improvements. Diet is so important to pupils on the sports field and in the classroom and now; thanks to Cucina, students and staff are getting the right balance of healthy food made with fresh ingredients. Teachers have also noted an improvement in both energy levels and behaviour.
Cucina took over the catering contract at its first school, Southfield School for Girls in July 2006, prior to which less than 10 per cent of students and staff paid for school meals. Most pupils opted to bring in their own packed lunch, which often included crisps and chocolate. Cucina was brought in to replace menus designed by Jamie Oliver, which had failed to inspire the pupils for the previous 18 months. Cucina immediately exceeded the food-based standards at Southfield, creating exciting menus designed by a top nutritionist and baking fresh bread and pizzas daily. Using a “stealthy approach” Cucina has managed to get extra nutrients into pupils" diets.
The first impact at Southfield was the uptake of food, which had quadrupled within a year of Cucina"s involvement. We took more money on the first day than Southfield used to in a week and now more than 600 girls enjoy a cooked meal at lunch time. Sixth formers who have never had school food are now converts. The girls" behaviour has improved because they are eating better quality food at break time and at lunch and now have a more balanced diet.
The increase in usage has allowed Southfield to practically eliminate hefty catering costs. The kitchen was losing £45,000 a year under the Jamie Oliver regime. Takings were just £100 a day and there were regularly more than two full bins of waste. Takings now top £800 a day.
It is important to eat a range of food from each of the main food groups, including the right vitamins and minerals. Children"s opinions on what they like and dislike form from a very early age and it usually follows that what is good for them, they like less. The challenge in food education is balancing likes with dislikes and often disguising the foods that are good, in attractive and popular food. We call this "Stealthy Eating! as we hide goodness in all our dishes on our menus.
Menus are designed by consulting a nutritionist, who ensures all important food groups are included. For example, we have recently introduced square burgers, which contain carrots, celery and onions made by a local butcher using all British beef.
No matter how good the menu is, fresh ingredients are required to ensure menus are nutritious. Educating students is an important part of what we do too, so that students are learning during their dining experience. We have developed Kitchen Theatre, where chefs create their food and perform in front of the pupils. In Kitchen Theatre, pupils can see how food is prepared right in front of them. Staff are also fully trained about the menus and can discuss the nutritional benefits with pupils and staff. We display “Food Facts” every day as part of our approach to educating.
Consistency of quality is important so we choose suppliers who can deliver that consistency. There are some suppliers who think that because they are supplying to schools that quality doesn"t matter, we don"t think like that, we serve good food not school food at Cucina. We"re not just feeding young people; we are feeding customers who are amongst the most demanding out there.
From September, nutrient based standards are required in Primary schools and from September 2009 nutrient based standards are to be introduced into secondary schools.
Whilst nutritional requirements are an important part of menu development, it is important not to lose the fun factor in eating, after all food can only be nutritious if it is eaten in the first place.
The key to success in delivering food services to education is:-
- Produce fresh food on site daily.
- Employ great chefs and train teams to enjoy their jobs.
- Focus on customer usage and uptake.
- Do your market research. Listen to pupils.
- Trial your ideas with pupils.
- Keep prices within their pockets.
- Remember that pupils are there for up to eight years, so keep things fresh. Keep innovating.
- Make menus fun.
- Work with the school to educate about good food. The dining room is usually the only part of the school that doesn"t provide an opportunity to learn; we are changing that.
We don"t see ourselves as a school meals company, we see ourselves as a good food company. I want the dining experience and food to be to the same high standard that you would expect in good restaurants.
So is the school food service dead? We don"t think so, but it has to start being resuscitated by providers treating it as a customer focused service and schools supporting its importance in the production of successful students equipped to do well in life.
Parents also need to support it by recognising the importance of a good breakfast and a good lunch to their kids and to their future.
Everything in moderation was what my mum always taught me…has too much really changed?
Ends: 1188 words
PHOTOS (300dpi+) and more information at
http://www.marketingprojects.co.uk/clientpo/cucina
Notes to Editors
Cucina was founded by Steve Quinn, a food and support services professional with 26 years experience within the industry, working with international hotel groups such as Rank, Thistle, Hilton and Concorde (in France), as well as contract catering firms Sodexho (formerly Gardner Merchant) and the Compass Group. Steve works with a team of top chefs and professionals to ensure that his vision of great food is truly embraced and delivered.
Cucina"s restaurants are fast growing and currently include:
1. Southfield Specialist School for Girls, Kettering, Northants:
Specialist Sports College with 960 pupils aged 11-18, www.southfield.northants.sch.uk
2. The Harefield Academy, Middlesex: A Specialist Sports Academy with 860 pupils aged from 11-18 as well as Watford FC Academy Players
www.theharefieldacademy.org
3. Sandhurst School, Berkshire: State Secondary School with 1200 pupils aged 11-18
www.sandhurst.bracknell-forest.sch.uk
4. Edgbarrow School, Berkshire: State Secondary School with 1260 pupils aged from 11-18. www.edgbarrow.bracknell-forest.sch.uk
5. Audenshaw School, Manchester: State Secondary School with 1,260 pupils
www.audenshawschool.org.uk
6. Arthur Mellows Village School, Peterborough: State Secondary School with 1,344 pupils www.arthurmellows.peterborough.sch.uk
7. Esher Church of England High School, Surrey: High School with 950 pupils aged from 11-16
8. Drayton Manor High School, London: State Secondary School with 1,545 pupils www.draytonmanor.ealing.sch.uk
9. Marlborough School Science College, St. Albans, Hertfordshire: State Secondary School with 1,150 pupils www.marlborough.herts.sch.uk
10. Parkside Community College, Cambridgeshire: College with 604 pupils www.parksidefederation.org.uk
11. Coleridge Community College, Cambridgeshire: College with 410 pupils www.parksidefederation.org.uk
12. Abbey Meadows Primary School, Cambridgeshire: Primary School with 320 pupils www.abbeymeadows.co.uk
13. Morley Memorial Primary School, Cambridgeshire: Primary School with 409 pupils
14. Newnham Croft Primary School, Cambridgeshire: Primary School with 239 pupils
15. Ridgefield Primary School, Cambridgeshire: Primary School with 200 pupils
16. Driffield Junior School, East Yorkshire: Junior School with 564 pupils aged 7-11
17. St Mary"s Primary School, Northamptonshire: Primary School with 276 pupils
18. Millbrook Infants School, Northants: Infant School with 350 pupils aged 5-11
19. St. Andrew’s C of E Primary School, Northants: Junior School with 230 pupils www.standrewsschoolkettering.ik.org
20. Pytchley Endowed Church of England Primary School, Kettering: State Primary School with 71 pupils
21. Harefield Junior School, Middlesex: State Primary School with 239 pupils. www.harefield-jun.hillingdon.sch.uk
What Clients say about Cucina:
Lynda Lorentzen, bursar for Southfield School for Girls Specialist College, said:
“The standard of food at Southfield now wouldn”t be out of place in a restaurant and all the fresh fruit and vegetables on offer ensure that the girls get the nutrients they need". Prior to Cucina"s involvement, less than 10 per cent of students and staff paid for school meals and most opted to bring in their own packed lunch which often included crisps and chocolate. Now more than 500 girls enjoy a cooked meal at lunch time".
6th former Cassie Watts was one of the students on the selection panel for the new catering contract at Southfield School for Girls said:
“I chose Cucina because when they made their presentation they spoke to us, not just to the adults. After all we”re their biggest customers, not the adults. And they have delivered exactly what they said they would. It"s the best decision we ever made"
Dr Phil Bassill, Director of Resources and Business Development, at The Harefield Academy said:
“The children at The Harefield Academy benefit from healthy, well prepared, exciting food from Cucina. We have seen Cucina”s positive influence on the students" energy, behaviour and attention spans. Before Cucina was brought in, a significant number of students were choosing not to eat at The Academy restaurant, but Cucina has really turned this around."
Steve Turner, Headmaster of Audenshaw School, said:
“We were impressed by Cucina”s enthusiasm for food. Cucina give a more personal service than larger catering companies. Cucina are real “foodies” who provide interesting menus and their theatre of food was the biggest seller to us. In these terms, of the companies who tendered for the contract, they were unique.
Since Cucina started, the service looks more professional and commercial, with clear signage and colour schemes more in keeping with a restaurant, rather than a school canteen.
The food that Cucina produce is of an excellent quality. They use fresh, well sourced ingredients which are very well presented. I like the relationship that the chefs and ladies in the canteen now have when they serve the pupils – there is a good rapport.
I am very impressed with my ability, as Headmaster, to have direct line communication with Steve Quinn. I like his hands on style. I feel I have more of an influence than when we used a multi-national company and if I have any issues they are dealt with straight away. There has been some very positive feedback from the pupils and also the staff so far. Cucina have not disappointed and have made a real impression. At present, I can"t fault Cucina. They have put in experienced chefs and maintained the high quality."
Jonathan Oakley, Deputy Head Teacher at Arthur Mellows Village College, said:
“Cucina are passionate about food. Cucina have a professional and honest relationship with their clients. We are hopeful that Cucina will revolutionize the students and staff attitudes towards food, encouraging them to eat healthy, fresh and different foods and taking advantage of local suppliers. The roast dinner Cucina provide is particularly outstanding. Fresh meat is carved on the front counter in front of the students and the roasted vegetables seasoned with herbs are excellent.”
Diana Dean, Business Manager for Marlborough School Science College, said:
“We chose Cucina because they came across as being different to the other traditional catering companies. Already we have seen a big increase in the uptake of the lunches and the canteen is really busy over both lunches. We needed new, fresh ideas. Our expectation from Cucina is that they will very much work with the School and that it should more of a partnership. There are lots of cross curriculum activities that we would like them to get involved in, and already we have a student who works in the kitchen once a week supporting the staff as part of his alternative curriculum arrangements.”
Nicola Hazelwood, Bursar for Esher Church of England High School, said:
“We were impressed by Cucina”s enthusiasm, their knowledge of food and their fresh ideas. It was Cucina"s whole approach to school catering that impressed us and is why we chose them. The children love the food.
"Cucina"s approach is trendy and appeals to the pupils; it is not staid and traditional, but is vibrant and unique. Cucina have brightened up the service, with clear pricing and a modern, bright and funky approach.
“Our expectations for Cucina, which we are sure will be fulfilled, are that they will increase the children”s awareness of a range and variety of food and that Cucina will become integrated and part of the whole life of the school. School life is about happy, healthy well fed children and Cucina will play a key role in this."
Contact Cucina
Press Office:
Marketing Projects Telephone: 01244 330000
Jane Harrad-Roberts Mobile: 07785 395705
Phil Brotherhood Mobile: 07884 493370
info@marketingprojects.co.uk www.marketingprojects.co.uk
Please view the website for press releases or photos which are available on request at www.marketingprojects.co.uk in Cucina"s press office.
Recent press stories:
The Guardian: Southfield School for Girls pupils are fully engaged in their meal choices and are now eating healthily thanks to Cucina
http://education.guardian.co.uk/schoolmeals/story/0,,2186556,00.html
School Food Trust: Cucina inspiring dissatisfied students to give school meals a try again: http://www.schoolfoodtrust.org.uk/stacker_detail.asp?Contentid=465
Times Education Supplement: School meal takings have soared as heavenly gastro grub has kicked Jamie Oliver into touch. http://www.tes.co.uk/search/story/?story_id=2316530
For Cucina"s top recipes: http://www.marketingprojects.co.uk/clientpo/59/news/736
For more information on the Food Based Standards visit: www.schoolfoodtrust.org.uk
Client Contact: Cucina Restaurants Ltd Telephone: 0845 3891320
Steve Quinn Email: steve@cucina.co.uk
Managing Director Website: www.cucina.co.uk
