Exclusive: 'Parents value food quality as much as Ofsted rating’

The quality of food at their childcare provider is considered as important to parents as its Ofsted rating, according to a survey by the Soil Association.

Ninety-four per cent of parents of under-fives said it was important that the menu at their child’s early years setting was healthy and nutritious.

When questioned on the factors that were important in choosing a nursery or childminder, encouragement of healthy behaviours, such as good dining skills, was second only to their children seeming ‘happy’ there. The provision of healthy food and a good Ofsted rating were placed equal third.

The survey of 500 parents carried out by market research company ResearchBods in April involved families whose children were attending, had recently attended, or were about to start at early years settings.

Jo Lewis, director of policy for Food for Life, said, ‘We expected that the provision of healthy food and encouragement of healthy behaviours would be of some importance to the majority of parents. However, we were surprised by the weight that was placed on those aspects in comparison to other factors, particularly the Ofsted rating.’

She added, ‘The importance that parents place on the provision of healthy, good-quality food combined with the concerns felt in the sector about funding of food provision for the 30-hour entitlement sends a clear message to policy-makers that it is an essential consideration as they progress its implementation.

‘With over 90 per cent of parents surveyed saying that the provision of healthy food is an important choice factor, it adds weight to the call from providers to ensure that the very positive steps forward made around food provision in recent years are not lost due to underfunding of the 30 hours.’

More than half (55 per cent) of respondents said an independent endorsement of food quality and food education would be likely or very likely to influence them to select one provider over another if all other factors were equal. Just 2 per cent said it would have no influence at all.

The survey results follow the launch last month of the Soil Association’s national food award for early years settings. Oakwood House Nursery & Forest School, Huddersfield is one of the first settings to achieve the award.

Manager Samantha Richmond said, ‘We put a huge focus on a healthy, varied, seasonal menu and we ensure children learn why a healthy diet is so important, so that they can make healthy choices now and for the rest of their lives. The children love growing their own vegetables and learning about composting and are always enthusiastic to try new meals.

‘Our Food for Life award has not only helped guide our efforts, but gives parents further reassurance about the work that we are doing. We also hope it will work as a useful guide for parents and carers who are in the process of choosing a setting for their child, as it verifies we are meeting clearly laid out criteria.’

• Nurseries and childminders can find details of the programme at www.foodforlife.org.uk/earlyyears and specific information on the awards package resources at www.foodforlife.org.uk/early-years/packages/resource-packs