The Incredible Edibles Project

In 2008, Agri Aware developed and delivered the ‘Meet the Spuds’ campaign during the year of the potato. Following the success of this project, Incredible Edibles was developed. This year, the Department of Education and Skills and the Department of Health and Children, through the Healthy Ireland framework, have joined Agri Aware’s Incredible Edibles patrons along with the Department of Agriculture, Food and the Marine, Bord Bia and the horticulture industry to support this important healthy eating educational programme for primary level students. Now in its eight year, Incredible Edibles is a healthy eating initiative developed for primary school students and their teachers across Ireland.

The aim of the initiative is to communicate the importance of food origin and of eating Irish potatoes, fruit and vegetables for a healthy diet - in an interactive way. Agri Aware’s Incredible Edibles educates primary school pupils about the importance of increasing their consumption of Irish potatoes, fruit and vegetables with the aim of tackling Ireland’s obesity issues. The project is also set up so that students take these important messages home to parents.

In September 2011, Agri Aware was invited to participate in an Obesity Governance Stakeholder conference in Brussels. Here, Agri Aware advised other countries across Europe about the Incredible Edibles project and how it was delivered. Those in attendance were interested in the Incredible Edibles project as a potential strategy to address childhood obesity issues across Europe.

Incredible Edibles has won awards!


EU CAP 50 Communication Awards

Out of a total number of 118 applications for the CAP Communication Awards 2012 Agri Aware’s submission for Incredible Edibles was short-listed among the best-practice projects in communicating on agriculture and rural development policy. As a shortlisted the Directorate-General for Agriculture and Rural Development of the European Commission has included the Incredible Edibles initiative in a database of communication best-practice examples which is currently being developed.

Family Farm, developed by Agri Aware and Dublin Zoo, went on to win gold in the 'Communication to the Public' category. You can read more about our EU win on the Agri Aware website.

'Targeted Communications' and 'The Bull' Awards

In 2010, Agri Aware, with the Incredible Edibles project, won the Targeted Communications Category at the Guild of Agricultural Journalists of Ireland. The awards are presented every two years for work of outstanding merit.There are six different categories with an overall winner being chosen from the six category winners. The Incredible Edibles project went on to win the overall prize, known as ‘The Bull Award’.