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Bidfood teams up with Middlesex Cricket for ‘CrickEAT’ event

Set against the prestigious backdrop of the President’s Box at Lords, one of the UK’s leading wholesalers, Bidfood, showed students how to cook up a range of healthy, nutritious meals as part of their CrickEAT event.

CrickEAT marked the launch of Bidfood’s support of a wider initiative introduced by Middlesex Cricket, Middlesex Moves, which aims to keep young people active and healthy during the summer holidays and educate them on the importance of exercise and a nutritious, balanced diet.

Combining forces, the wholesaler and cricket club will be working together to deliver the Middlesex Moves programme to a range of young people across the UK over the summer holidays, during arguably one of England’s most exciting years’ for cricket yet!

As part of this programme, Bidfood has devised a multi-pronged approach, starting with ‘Crick-EAT’. The event has been designed with students in mind learning from Bidfood’s Development Chefs, about how to prepare, cook and eat healthy, nutritious meals that still feel indulgent and interesting, whilst hearing from special guest, Ex-England Captain, Mike Gatting. The second part of the plan is the seventh station, a healthy eating memory challenge created by Bidfood to help remind students of the importance of healthy food vs unhealthy food.

Speaking about the initiative, Tim Adams, Director of Marketing & Corporate Sales said: “We’re really excited to be partnering with Middlesex Cricket on such a great initiative.

“Whilst for many, the summer holidays are an exciting prospect, providing some much needed time to relax, recharge and most importantly have fun, it’s important to also recognise that the holidays can pose a real challenge for some parents, particularly those who work full-time or that are on a low income. Middlesex Moves provides the perfect platform for students to stay busy and active, whilst learning new skills too, but also for parents, knowing that their children are making the most of the six weeks they have off.”

A recent report by the All Party Parliamentary Group on Hunger found that children were returning to school in worse health than when they broke up, and that as many as three million children face the risk of food insecurity this summer.

Tim continues: “With frightening stats like these, it just proves the more that can be done to support families through initiatives like Middlesex Moves, the better.”

Speaking about the partnership, Rob Lynch, Chief Operating Officer, Middlesex Cricket said:

“We’re proud to partner with Bidfood on our Middlesex Moves project. The support they have given us has been a crucial component to its success so far in delivering cricket in a fun way whilst incorporating key messages to children in our communities of the importance of eating healthily.

2019 is a very important year for cricket with the World Cup Final taking place at our home ground, Lord’s, in a few days’ time.

“We want to capitalise on the excitement surrounding cricket by taking Middlesex Moves on the road and delivering cricket on the doorsteps of thousands of children across London.

“With the support of Bidfood, the Middlesex Moves sessions will include a fun activity to get children thinking more about heathy foods choices and understand the importance of a healthy balance in life.

“My sincere thanks to Tim Adams and the team at Bidfood for their support with this project.”

Date posted: 10/07/2019
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