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Identifying the Target Audience(s) 137

finds the “Jamie Oliver effect” an annoyance as things were much simpler
2
before.
“I think the school meals service should be taking the initiative with this, rather
than ourselves.”
“Really, I feel that if I make a stand, here, I’ve got absolutely no backing
from the government or from the governors.”
A typical disengaged and confused head teacher will not understand his or
her role in the school meals provision and may often pass on inaccurate infor-
mation to parents. This teacher will not be aware of all the national standards
and may be confused as to who is responsible for the management of school
meals and kitchen staff in the school. This head teacher will feel that school
meals have changed for the better but feel unsupported against tricky parents
and will not always immediately see the benefits of school meals. The communi-
cation with the catering provider may only occur when there is an issue or prob-
lem to resolve. However, this teacher will be open to communication if it is clear,
concise, and easily available.
“Limit packed-lunch places? I think I’d have parents with placards at the school
gates if I did that.”
A head teacher who is trying within their field believes that the changes in
school meals were needed and feels school meals offer a good service to their
school. He or she will have sporadic communication with the catering provider,
but this communication will generally be positive. This teacher knows his or her
mission and promotes school meals to parents as far as practicable. He or she is
keen to learn from other head teachers and to share examples of what has
worked. There will be further opportunity to engage this head teacher in deeper
and more connected communications; he or she would be open to new ideas
and would probably welcome more formal engagement, through a school food
group, for example, with the school cook and caterer.
“I just need to work a little bit more with a couple of members of the kitchen
staff.”

The engaged and passionate head teacher is at the forefront of the school
meals debate in the region and will probably have prioritized school meals

2 Jamie Oliver is a celebrity chef. He produced a documentary-style TV program looking at
school meals in the UK. The program highlighted how nutritionally poor they were. The pro-
gram caused a lot of tabloid press activity, and in rapid response the government changed school
meals dramatically, making them more balanced nutritionally, but taking away many of the
foods which the children ate.