Mary Wallace (Meath East, Fianna Fail)
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Question 843: To ask the Minister for Agriculture, Fisheries and Food the guidelines of the Food Dudes Programme; the names of the schools participating in this programme; and if he will make a statement on the matter. [14941/10]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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The Food Dude programme is operated by An Bord Bia on behalf of the Department.

The Programme was developed by researchers at the Bangor Food Research Unit (BRFU) in the School of Psychology at the University of Wales as a way of promoting increased consumption of fruit and vegetables. The programme is based on taste exposure, modelling and rewards. Children at primary level are provided with portions of fruit and vegetables (baton carrot, sliced cucumber etc.) at regular intervals over a period of 16 days. During this time, they have the opportunity to taste 4 different fruits and 4 different vegetables and to see videos featuring peer models (the Food Dudes) who frequently eat and enjoy fruit and vegetables. Celebrity video clips featuring children's television presenters, sports personalities and pop groups endorse the message. Children who successfully complete the programme receive customised food dude rewards.

In the second phase, lunch boxes designed for fruit and vegetables are distributed to the children and parents are encouraged to provide them with fruit & vegetables daily. Teachers maintain a wall chart in each class to motivate children to include fruit & vegetables in their lunch box each day. Rewards are gradually phased out as consumption patterns are established. The supportive role of parents and teachers is very important. Both have rated the programme very highly in annual evaluation surveys. The programme was also identified in the Report of the Obesity Task Force as an evidence-based measure to promote healthy eating.

Schools are selected on a cluster basis for logistical reasons and participation is voluntary. All primary schools in the cluster are invited to participate. Schools participate on an all-school basis with all pupils in a school participating in the year in which the programme is run in the school. To date 1,485 schools and 213,541 pupils have participated. Over 380 schools will participate in 2010. A full list of schools currently participating is available on the website www.fooddudes.ie. For 2010 the budget of €2.5 million in 2010 includes EU funding of €500,000.