The CrickEAT campaign aims to keep young people active and healthy during the summer holidays and to educate them about the importance of exercise and a balanced diet. Former England captain Mike Gatting gave a speech about the importance of a healthy lifestyle.
Tim Adams, director of marketing & corporate sales at Bidfood, said: “We’re really excited to be partnering with Middlesex Cricket on such a great initiative.
“Whilst for many, the summer holidays are an exciting prospect, providing some much needed time to relax, recharge and most importantly have fun, it’s important to also recognise that the holidays can pose a real challenge for some parents, particularly those who work full-time or that are on a low income.
“Middlesex Moves provides the perfect platform for students to stay busy and active, whilst learning new skills too, but also for parents, knowing that their children are making the most of the six weeks they have off.”
A recent report from the All Party Parliamentary Group on Hunger found that children were returning to school in a worse health condition than when they broke up and as many as three million children face food insecurity this summer.
Rob Lynch, chief operating officer at Middlesex Cricket, said: "We’re proud to partner with Bidfood on our Middlesex Moves project. The support they have given us has been a crucial component to its success so far in delivering cricket in a fun way whilst incorporating key messages to children in our communities of the importance of eating healthily.
“2019 is a very important year for cricket with the World Cup Final taking place at our home ground, Lord’s, in a few days’ time. We want to capitalise on the excitement surrounding cricket by taking Middlesex Moves on the road and delivering cricket on the doorsteps of thousands of children across London.”