Sainsbury’s is extending its “Active Kids” scheme as part of its support for the Year of Food & Farming.

The move was announced by Justin King, the supermarket’s chief executive, at the Royal Show yesterday.

“Great British food has always been at the heart of our business, and this support will communicate where food comes from in a practical and exciting way,” said Mr King.

“We have access to 31,000 schools through the Active Kids scheme and will use these links to work with the NFU, FACE and the Year of Food & Farming to develop comprehensive links with farmers.

“We feel that it is the strongest way to engage the next generation who will really appreciate where their food comes from,” he added.

Mr King said Sainsbury’s had donated £34m of equipment to schools to help encourage children to adopt a healthier lifestyle.

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