what's driving usSince the initial conception for Ella's Kitchen, Ella - together with Paddy, her brother, and friends - have helped me every step of the way. Kids' thoughts and ideas have been crucial to our development. Before embarking on this adventure, I spent 10 years involved with children's television, gaining a deep understanding of children's needs and aspirations. During this time, I became increasingly aware of the frightening statistics surrounding the failing health of our children's generation. In 2003, 13.7% of 2 to 10 year olds in the UK were clinically obese, with a staggering 27.7% medically overweight (including those who were obese). 1 Frightening. As a hands-on father of two children I also recognise the difficult conflicts that we all, as parents, constantly face in balancing what kids have been led to believe they want with what is actually good for them. Yet, I really couldn't see why kids wouldn't want healthy food if it was created with nothing else but them in mind - making good food cool and using tastes and textures that they will like and will try.
1 - 'Obesity among children under 11' - Dep't of Health, April 06 |
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