What we did
Our approach to delivering the nationwide programme
Since winning the tender in 2005, Real Nation has worked in partnership with Bord Bia and the Department of Agriculture to transform the Food Dudes programme into a nationwide, school-based behaviour change initiative.
Drawing on our experience in education, behaviour change, and large-scale logistics, we manage every aspect of the programme, including:
• Planning and coordination with participating schools
• Teacher training and classroom resources
• Scheduling and delivery of fresh fruit, vegetables, and reward materials
• Dedicated project managers and ongoing school support
• Comprehensive data collection and reporting for Bord Bia and programme stakeholders
The Challenge
What the client needed
Bord Bia and the Department of Agriculture sought to deliver a national healthy eating initiative that would positively influence children’s attitudes and behaviours around fruit and vegetable consumption.
Following the success of an experimental pilot designed by Bangor University’s Food and Activity Research Centre, the challenge was to scale the programme for implementation across Ireland’s entire primary education system. Food Dudes is delivered in partnership with the EU School Fruit and Vegetable Scheme, a European initiative that provides funding to make fresh fruit and vegetables available to children in schools. The scheme supports healthy diets, encourages lifelong positive eating habits.
The outcome / impact
Measurable results and long-term behaviour change
The Food Dudes programme has delivered measurable results at both school and national levels.
Key outcomes include:
- Increased fruit and vegetable consumption among participating pupils, with many children adopting healthier eating habits at home.
- Sustained behaviour change, supported by repeated exposure, positive reinforcement, and role modelling.
- High levels of engagement from teachers and parents, ensuring the programme’s impact extends beyond the classroom.
- Large-scale reach, with over one million children participating since the programme began, and over 200,000 pupils benefiting in the 2024/2025 academic year alone.
- Recognition of best practice.
Our Work
Explore our Case Studies
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Our Areas of Focus
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