Cereals & food education in France
Future is Food
Summer School 2013 of Taste Council of Ireland
May 3, 2013 @ Cork
Julien Couaillier – j.couaillier@passioncereales.fr
Who is Passion Céréales ?
Framework dedicate to public communication.
- Non-profit making organization, active since June
2006 at initiative of the French cereal organization.
- Governed and funded by French cereal producers
and cereal value chain.
Mission : Inform on cereals, goods made from it
(food and non-food) and farmers’ craft.
Passion Céréales’ strategy
Produce, provide and spread information to opinion
leaders by :
- Listening & dialogue
- Networking
- Transdisciplinary actions
Networking
Passion Céréales is member of
different organizations
- National Association to educate
the taste of young people
- HealthGrain Forum
Food is culture
Food is not only nutrition
Food is…
Food is…
Food is…
Food is…
Food is…
Food is…
history
landscape
cooking
language
togetherness
life
Passion Céréales has a pluridisciplinary approach
about cereals and cereals products in food
Le Bonheur est dans les blés
Previous to communicate and inform,
Passion Céréales made a strong work
with university professors in humain
and social sciences to structure
knowledge found.
-> Editing a book on cereals’culture
How ?
Because cereals are banalised, Passion Céréales
tries to draw a new attention to cereals and cereals
products by…
- Making sense / linking between plate and land
- Creating / Improving the language about cereals
and cereal products
- Showing the cereals’ diversity as raw products but
also as processed products
- Developing a new imaginary around cereals and
cereal products
Tools for food education
Passion Céréales made different pedagogical tools
Tools
Target
Age
Once upon a time CAP
Teachers
16-18
There are cereals in our life
Teachers
11-18
A table with cereals !
Chef in instutitionnal catering
12-18
Cereals madness
Youth
12-18
Once upon a time CAP / Il était une fois la PAC
Food is landscape and history
To make sense between plate and land, it seems important
to Passion Céréales to explain and raise awareness of
Common Agricultural Policy among French junior secondary
students (11- to 15-year-old collégiens) and senior
secondary students (16- to 18-year-old lycéens)
A transmedia tool
 A 2 CD-ROM set containing activity sheets, videos, animations, archive
documents, etc
 An agricultural map of Europe
 A teacher’s guide tailored around school curricula
 A contest with the European Commission
 A website www.iletaitunefoislapac.com
Very positive results
The kit is a hit in France
 Quantitatively:
- Over 10,000 kits circulated.
- Schools ordered 2.4 kits each on average,
throughout France.
 Qualitatively:
- Users found the kit clear, neutral and
comprehensive.
- It is particularly suited to upper senior secondary
classes
(economics and life sciences, which tie in directly
with markets,
the CAP and farming).
 Media survey:
- 47 articles in print and on the web – 100% of
articles positive.
There are cereals in our life
Objectives : Give teachers all they need
to speak about food in biology, using
cereal as an approach
This pedagogical framework was cocreated with teachers, farmers, dieticians
It is a 360° tool about food : how grow a
cereal, what are cerals, what are the
body needs, what is a equilibrate meal ?
Examples cereal’s afternoon to cereal’s day
Results : 6000 kits distributed all
around France
More than 300 dieticians interventions
in 3 years during a biology class to
explain the role of cereal in meals
A whole day with cereals : combine
“eat and move” everyday - Film
A table with cereals !
Objectives : improve the food
directory with cereals
Tools dedicated to institutional
catering chief
20 recipes made with
Dominique Valadier, chef in
the south of France.
One example : the year of cereals in PACA region
Operation done with the French
Food and Agricultural Ministry
In 2012, 50 high schools participated
in “the year of cereals”
In Provence Alpes-Côte d’Azur, chef
have used the different recipes to
show the diversity of cereals
Film
Cereals madness
Objectives : put cereals in
everyday life with cheap easy
to cook recipes
Results : creation of the event
called “battle culinaire” during
the agricultural faire in Paris
Thank you !