By Greg Hazley
The trade group for companies that supply meals for Connecticut's schools wants PR proposals to burnish the sector's image amid national scrutiny of school food brought on by Jamie Oliver's “Food Revolution.”
The School Nutrition Association of Connecticut has issued an open RFP to hire a PR agency that can target consumers in the Nutmeg State "in relation to the perception of school food service and increased awareness and positioning on public perception campaigns such as [Oliver's program]."
While it's media relations budget is small – $15K-$18K is set aside for the expected contract – the move suggests Oliver's show is having an impact on the image of school districts and the food service sector.
Oliver is the British transplant whose popular ABC show goes into communities and public schools to highlight unhealthy meals and encourage ways to curb obesity among kids. His recent target has been Los Angeles after focusing on West Virginia in the first season, which won an Emmy.
While the Connecticut group is headed by school food directors, its top sponsors include General Mills, HPC Foodservice, ConAgra, Campbell's and Nestle Waters.
Proposals are due by June 18. Download the RFP (DOC).
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