Ask a parent one of the things they struggle with in school time, and they will tell you thinking of things to pack for kid’s lunches.

Usually Mondays start brimming with fresh food and sandwiches cut in star shapes, but by Friday as the weekly shopping and a parent’s energy starts to dwindle, lunchboxes look a bit different, especially for those in live in rural and remote areas where access to supermarkets is limited and bulk shops once a week mean learning to be creative.

This week (9-15) February is Healthy Lunchbox Week, and the International Fresh Produce Association A-NZ (IFPA A-NZ) has teamed up with the Wiggles to turn the daily routine of packing school lunches into a celebration.

National Lunchbox Week inspires families to embrace diversity and enjoyment in lunchboxes, and with data recently released showing only 4 per cent of Australian children meet their recommended daily fruit and veggie intake, the IFPA A-NZ want to address this by promoting snackable produce to make them a preferred option for school kids.

The IFPA A-NZ says now is time to transform the Monday to Friday lunchbox quandary into a “Fruit and Veggies Yummy Yummy” celebration.

Managing Director IFPA-A-NZ Belinda Wilson says they are thrilled to be working with the Wiggles. [Image IFPA-A-NZ]

"We know parents want their children to be healthy and our campaign aims to inspire them to 'Wiggle' more excitement into school bags with fresh, snackable produce that makes healthy eating the best part of the school day,” IFPA A-NZ managing director Belinda Wilson said.

"Children are a key influence on what ends up in the shopping trolley. National Lunchbox Week is our opportunity to harness that influence for good. By partnering with The Wiggles, we’re making fruit and veggies fun, familiar and desirable choices for the lunchbox. It’s a brilliant way to capture back-to-school energy while tackling concerning consumption statistics.

"School mornings can feel like a whirlwind, so anything that brings a little joy and connection is a win. We're encouraging families to start the day with a quick Wiggle reel - something fun that gets everyone smiling - and then keep that energy going by packing a colourful lunchbox inspired by what they've just watched. It's a simple way for parents to turn routine into memories, spark creativity, and make the everyday moments feel a little more magical."

 The initiative comes off the back of IFPA A-NZ successful retail activations with Aldi and Harris Farm Markets in the back-to-school preparation weeks.

Families had the chance to meet The Wiggles and make healthier choices at the checkout, learning about what foods are great for lunchboxes, that are fresh and good for you.

Coming on board to support IFPA - A-NZ are Industry leaders and fresh produce organisations around the country all encouraging children to eat more fruit and vegetables in their daily lunch.

Wiggles encouraging yummy yummy food [Image IFPA-A-NZ]

Tottenham Central School Canteen Co-ordinator Lisa Fishpool says initiatives like this are a great way of teaching kids the ‘good’ foods to eat and makes it cool if everyone is eating fruit.

It is all about educating kids about the best foods to eat. Our school has a fruit break in classrooms now and that encourages kids to eat fruit, whereas they may not have if it wasn’t part of the school activities,” said Mrs Fishpool.

“I have three kids of my own, along with running the canteen, and from my experience, it’s all about preparing for the week so you know what you need.

“My daughter is great and will eat the good things, like cucumbers, carrot sticks and fruit but the boys not so much so I try to do healthy salad boxes and wraps as well.

“As far as the canteen goes cakes, slice and chips are still favourites but we offer and encourage yoghurts, muesli cups and fruit salad cups and salad boxes.

The “Fruit and Veggies Yummy Yummy” campaign may make the next generation coming along more food wise and that’s a fantastic thing,” said Mrs Fishpool.

Lisa Fishpool Canteen Co-ordinator at Tottenham Central School with husband Eric and children Max, Archie and Lexi says the Yummy Yummy campaign is a great iniiiative. [Image L.Fishpool]

With research showing children nowadays are actively involved in the shopping process and preparation as parents struggle to juggle work and everyday life, so education around what to purchase may help solve the decline in fruit and vegetable consumption around the world.

Industry partners include AUSVEG and Hort Innovation, Mitolo Family Farms, Flavorite, Perfection Fresh Australia, Premier Fresh Australia and Mackays Marketing.

Mitolo Family Farms Chief Commercial Officer, John Tselekidis said: "We're proud to support a campaign that is about more than just driving awareness, it's about influencing positive food habits for families and encouraging children to enjoy more fresh fruit and vegetables.

"The Wiggles have a unique ability to engage children, and being part of this initiative through IFPA A-NZ allowed Mitolo Family Farms to champion fresh vegetables, including potatoes, in a fun and meaningful way."

Wiggles Spreading the good food message. [Image IFPA-A-NZ]

» For more fresh ideas for National Lunchbox Week, browse these lunchbox ideas>