Thanks to all that have helped us to reach the £16k target. Additional pledges will allow us to distribute more kits during our pilot phase. Each £10 over our target will cover the cost of one additional pack for one family on Fellows Court!
WHY IS THIS IMPORTANT?
We are living in the midst of an obesity epidemic. A third of children are obese or overweight by the time they leave primary school. The problem is worse for those from lower socio-economic backgrounds.
There is a rapidly growing market for recipe kits that deliver pre-measured ingredients directly to your door. Making healthy home-cooking easier and more accessible. But there is nothing on the market targeted to those that are harder to access, to those that need it most.
Make Kit wants to bridge that gap. Our recipe kits will be part-subsidised, making them affordable to people on a tight budget and sold in accessible locations such as community centres, nurseries and through community cooking events, and in areas with high levels of obesity and health inequality.
Healthy London Partnerships, part of NHS England, have brought us together following research into the causes of obesity that identified cost as the main barrier alongside the challenges of time, access and knowledge of how to cook healthy food. We want to remove these barriers and make healthy, tasty food accessible to all.
We need to make affordable interventions that positively transform food culture in order to combat the obesity epidemic and health inequalities.
Make Kit is a social enterprise that will design and distribute recipe kits from food hubs at the heart of communities around the UK.
We will overcome the barriers to eating healthy food in the following ways:
- The perceived cost of healthy food → our kits will be part-subsidised to make them affordable and designed to educate on how to home cook for less.
- The lack of knowledge of how to cook → our kits will come with clear instructions and provide a framework for the development of cooking skills from the beginner to the more advanced.
- Healthy food not being accessible → our kits will be distributed from the heart of estates.
- Disconnection and disengagement → our recipes will be co-created with the communities they are distributed in and we will engage people through cooking events.
- Unhealthy food being the cool option → our recipes will reflect healthy versions of classic takeaway dishes.
- Healthy food being the posh option → our brand will speak in terms of good food for all at affordable prices.
Through this intervention, we hope to create sustainable positive change in the way that people eat, save the NHS long-term costs in obesity-related healthcare, and build happier, healthier communities.
YOUR SUPPORT WILL ALLOW US TO:
Test the product, idea and social impact within a community with high levels of obesity and find out if it works. This includes the design, development, and distribution of 500 recipe kits (that's 2000 meals) from November 2016 to January 2017 in Fellows Court Estate, Haggerston, Hackney, London.
We will test different models of distribution: door to door delivery vs. the sale of the kits from various key areas in the community. We will be based in the Fellows Court Community Centre and hold live cooking demonstrations of the dishes from the Central Square, outside the local nursery and from the local secondary school. We will also be working with an evaluation partner, Apteligen, to carry out a detailed behavioural change analysis with 15 families delivering 3 recipe kits each week over a 6-week period, these will be tested at 3 different price levels.
Healthy London Partnerships have pledged to match fund a further £10,000 of our goal, so for every pound that you put in, Healthy London Partnerships will match that pound. That makes two pounds.
Risks and challenges
Firstly is the risk that Crowdfunding will not come through. This depends on whether you think that this is a good idea! We do. We will be carefully managing our campaign, taking regular stock so we can continue to identify ways to drive engagement and backers to our project and planning for any changes to strategy if needed.
We recognise that the people that need these kits the most will be the most difficult to reach, and therefore require a higher cost to engage with. The risk is that people don’t want to buy the kits at all! This is what the pilot is all about, allowing us to test if this is an effective way of encouraging people to eat more healthily. And if it’s not we need to find out why and adapt our long-term vision.
Our combined 20 years experience in food, start-ups, and consultancy gives us excellent preparation to be responsive to what the pilot uncovers, and effective with our use of time and energy.Learn about accountability on Kickstarter
- (30 days)