Mr. Mike Neary:

The big focus for us is on the consumption and the tasting. I mentioned the three Rs - the basis of the programme. There are accompanying measures around the tasting of the produce to encourage children to eat. It is about having super heroes to look up to and messaging around that. Part of the message the superheroes give is about healthy eating, energy and sport. It is not too scientific. It is fun and, as Dr. McCrory said, there is a reward. If one tastes one's product, one gets a reward.