Prince Charles is set to launch a government initiative to teach children about food, farming and the countryside next week.
The Year of Food and Farming will encourage children to visit local farms, grow their own plants and learn how to cook.
The campaign has received pledges of support from retailers, food producers and farmers, according to government food and farming tsar Sir Don Curry, although he added that he was disappointed by the level of support so far from food manufacturers.
The Co-operative Group has pledged £250,000 of support, while Sainsbury's is planning to extend its Active Kids initiative.
Material will be available for teachers, including a 'Get Your Hands Dirty' resource on growing plants and caring for animals.
"I passionately believe this is the food and farming industry's chance to make a difference to the life choices of the next generation," said Sir Don.
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