A new scheme aimed at educating schoolchildren about the importance of fresh food and farming has been launched by Asda.

Under the initiative Connecting Children, primary schoolchildren take part in day-long sessions which include a talk from a farmer, demonstrations on how to make butter and interactive games. The scheme is being rolled out nationwide following a succesful trial in Rotherham. Parents are also encouraged to take part in sampling dishes prepared on-site.

The scheme is one of a range of activities being developed by Asda to encourage children to think about where their food comes from, said Asda meat buyer Jim Viggars. "It is not just about the next generation," he said. "We are taking a two-pronged approach and showing parents that fresh food made with ingredients produced on UK farms doesn't have to be expensive or time-consuming to prepare."

Asda plans to extend the schools programme to other cities later this year.