Vision & Mission


I Know Why It’s Yum, Mum!  was formed because I had a ‘Eureka!’ moment several years ago.

The idea for I Know Why It’s Yum, Mum! came to me as I heard my three year old son calling down from the toilet one morning: “ Mum, I need to have porridge for breakfast and broccoli for dinner- I can’t poo!”

The rest, as they say, is history..


Our Vision
To contribute both towards efforts to decrease levels of obesity in children, and to increase their consumption of fruit and vegetables, by enabling and encouraging children (two to 11 year olds) to actively make informed, healthy eating decisions for themselves, now and in the long term.

Our Mission
We passionately believe that by teaching children about the nutritional value of different fruit and vegetables in an interactive, memorable way, they will improve their understanding of how food choices they make affect their bodies and minds. We use a combination of actors and/or nutritionally qualified facilitators to deliver a lively, participative musical production, followed by workshops that are appropriately tailored to the socio economic background of the school, and age of the children. We ground all the information we convey in real facts- we tell children (and anyone else who will listen!) how and why different foods affect their physical and/or emotional health.

Our three Unique Selling Points
    1.    I Know Why It’s Yum, Mum! focuses on education: we don’t believe that any other Theatre-in-Education company conveys as much useful health information, in such an entertaining, memorable or clear way.
    2.    I Know Why It’s Yum, Mum! was founded and is run by a small team of professional and highly qualified individuals, who are passionate about making a difference to the way children eat, and have the experience and know how to do so.
    3.    I Know Why It’s Yum, Mum! is run as a social enterprise. This means that the majority of the profit will be reinvested in the enterprise, and we only charge schools enough to break even, and pay the actors a decent (not generous) wage.

” I loved your show. Everyone did. Ben (the actor) made me want to eat more veg, and my mum is really pleased about that!”
Tallulah, Year 3, St Benedict’s School, Ealing

” YOU are amazing. YOUR show and actors are amazing. You ARE making a difference to these children” Yinka Euwola, Eagle Solutions Services Limited

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