Following a highly successful pilot in February and March in Shropshire, the West Midlands Food Partnership, led by Heart of England Fine Foods (HEFF) is working towards a regional launch in September 2006 of its Healthier Vending Machines in Schools project. The initiative has been planned in accordance with the government’s nation-wide schools guidelines on foods high in fat, sugar and salt and includes fresh fruit and juices.

The scheme will roll out across Shropshire, Staffordshire, Warwickshire, Hereford & Worcester, Birmingham and the Black Country and two schools in each county will be allocated one of the project’s V machines in year one (2006-07) with another two schools receiving a machine in year two (2007-08). HEFF is actively encouraging schools and catering providers to apply for entry into the project. The cost of the vending machine will be heavily subsidised by the West Midlands Food Partnership and the only contribution required by the school is an initial handling fee of £500 plus a maintenance charge of approx £10 a week.

Unlike typical vending machines, V machines are with food and drink products manufactured within the region and with full traceability, such as yoghurts, hand-made slices, fruit selections, sandwiches and wraps, mineral water and pure fruit juices. Ethnic snack items are also being sourced to cater for students with specific dietary requirements.

HEFF project executive Sophie Gethin said: “Not only will this project benefit schools and school children in promoting healthier eating and a more balanced diet, but it will also benefit food and drink producers in the West Midlands by allowing them to develop, increase and create further sustainable markets for their products enabling them to expand into a new and previously untouched customer base.” Expressions of interest in supplying food and drink products for consideration should be made to sophie.gethin@heff.co.uk