www.magicbreakfast.com

We offer a healthy breakfast to children who might otherwise start their school day too hungry to learn.

Magic Breakfast is a loving, optimistic charity which wants every child to have a good breakfast everyday, part of getting the best start in life.

October 2013 Summary

Carmel McConnell Magic Breakfast Founder Office 0207 836 5434

A Headteacher View

“Magic Breakfast has meant a safe, happy start to the day for all Kingsmead children that need it. With Magic Breakfast’s help we have been able to make our breakfast club free and therefore accessible to all.

Children use the club for a variety of reasons, hunger, social contact or their parents have to get to work.

Louise Nichols, Headteacher Kingsmead Primary School

Why we’re needed

The problem – being solved

People in our communities are going to bed hungry because they can't afford to feed themselves," said Lindsay Boswell, chief executive of FareShare. The charity has seen a 20% rise in the number of people it is feeding – from 29,500 a year to 35,000 in Oct 2011

Nearly 1 in 3 children in England live in poverty. Given that England’s economy is one of the biggest in the world, the figures are astounding. (Save the Children 2011)

A report (Oct 2011) by the Institute for Fiscal Studies projects child poverty to rise by 800,000 children by 2015 as a result of the Government’s policies

Child poverty is the biggest single barrier to children being able to realize their rights in the UK. It is estimated to cost £25 billion a year through costs to business, the police, courts and health and education services. Addressing income poverty is crucial to giving the most disadvantaged children the best chance to fulfill their potential. UNICEF CEO, Dec 2010

“One boy’s behavior was so bad we were about to exclude him. Before I did, I thought, let’s just try asking him to breakfast club. It was magic – he settled. He was just hungry. So simple.” Valerie Figaro, Headteacher, Randal Cremer School, London

The problem – being solved

MAGIC BREAKFAST Registered Charity Number: 1102510 Offices One90 High Holborn London WC1V 7BH Tel : 020 7836 5434 e: info@magicbreakfast.com w: www.magicbreakfast.com

Winner: Guardian Charity Awards 2005 Magic Outcomes Winner Caroline Walker Social Enterprise 2005. Founder Carmel McConnell Winner Social Entrepreneur of the Year 2008 Big Society Winner 2011 No 10 Downing Street Social Action Partner 2013

www.magicbreakfast.com

What does Magic Breakfast do, & want to achieve?

Magic Breakfast is a registered charity, which delivers free, healthy breakfasts to UK primary schools with over 50% free school meals. It has a team of just 6 and no public funds. It plans to end child hunger as a barrier to education first in the UK, then globally.

Our goal? To make sure every child starts school with a healthy breakfast, as fuel for learning. Children arrive hungry and malnourished at school due to 3 main reasons, family poverty, lack of family nutrition awareness and lack of time in the morning. But that doesn’t mean the child should miss out on their morning of study.

We believe a healthy breakfast is essential fuel for learning, ideally provided by a parent at home, but if not, at school.

Magic Breakfast feeds 8,000 children every morning in over 240 primary schools in London, Birmingham, Manchester, Liverpool, Leeds, Bristol, Sheffield and Rotherham. We have 160 primary schools on our waiting list.

The charity delivered well over a million free breakfasts in 2012. It now seeks investment and profile to upscale it’s proven approach. We feel more parents need help to translate their love for their child into better food and cookery skills.

Multiple social benefits and savings are realised by giving the most deprived children the most important meal of the day.

Stories from Magic Breakfast Schools

Some of our children come to school with the remains of yesterday’s take away in their lunch box – some cold fried chicken (mostly bones) and a few cold chips.

At about 11.30 children start going to the classroom door because they can smell the school lunch and are hungry. They can’t wait to get into the main hall to eat. We have to ask them to sit down and wait. It’s heartbreaking.

We’ve noticed some children with distended stomachs through malnutrition. We believe this is because they come from a large families who simply don’t have enough food to go round. On one visit we found a family of 10 living in one room.

*the children in these photos are not related to the stories. Names have been changed

Stories from Magic Breakfast Schools

I’ve seen a child slip under his desk, faint with hunger. I’ve taken him out, given him a drink and one of your bagels and he sprang back into life. He’d probably not eaten anything since school dinner the day before. That’s why we rely on Magic Breakfast. With breakfast, children are ready and able to learn.

Oliver was on report nearly every day for disruptive behaviour. Since coming to the breakfast club he’s become a bright and engaged student who is eager to participate in lessons.

Zara, one of our youngest children, often gets in late and quite upset. And if she kicks off, the whole school kicks off. When we realised it was down to hunger we started giving her a bagel and some milk, which settled her down and meant she could join her class without disrupting the other children. *the children in these photos are not related to the stories. Names have been changed

Feedback from Teachers

GREAT GREAT GREAT GREAT!

The breakfast club is like adding a pressure valve in the school – we can sort out problems before they turn into emergencies, just by having a few minutes to talk to the child while they’re enjoying their bagel.

Our children call the bagels: “anti-bullying” bagels. They each share a bagel with someone they don’t know and it’s built strong relationships across year boundaries.

The great thing about the breakfast club is that we can give children some additional support, extra reading or just someone to talk to. It enables children from all classrooms to mix, in a less pressured environment.

*the children in these photos are not related to the stories. Names have been changed

The problem – UK child poverty

•  6.1 million people in poverty are in working households. Excluding pensioners, in-work poverty now outstrips workless poverty at 5.1 million households. (Joseph Rowntree Foundation)

•  There are 3.6 million children living in poverty in the UK today. That’s 27 per cent of children, or more than one in four. (CPAG)

•  Child poverty is projected to rise with an expected 300,000 more children living in poverty by 2015/16. This upward trend is expected to continue with 4.2 million children projected to be living in poverty by 2020 (IFS)

•  Child poverty has long-lasting effects. By 16, children receiving free school meals achieve 1.7 grades lower at GCSE than their wealthier peers. Leaving school with fewer qualifications translates into lower earnings over the course of a working life. (CPAG w. DoE Statistics)

UK map showing % children living in poverty 2012

Poverty limits children’s opportunity to reach their full potential, and disadvantage is often handed down from generation to generation: poor children often end up being poor

adults. (Department for Education)

Positive Action To Solve the Problem

Raise public awareness & money

Help articulate the issue - gain media coverage of the issue and solution

Manage political lobbying process

Effective fundraising

Build strong, long term corporate and funder partnerships.

Be optimistic..

Efficient supply chain & food partnerships

Manage bespoke school orders, food delivered nationally

Liaise with healthy breakfast food partners

Manage logistics

Payments and problem solving

Continuous, loving improvement

Provide healthy breakfasts to hungry and poorly fed children

Children are properly fed, so start their school day with the right fuel for learning

Parents and children learn food and nutrition skills and the importance of a good breakfast at home

Schools supported to achieve sustainability. Immediately improve child attendance, punctuality, concentration and over time, attainment.

It works.

We campaign, educate, support communities as catalysts for change.

Magic Breakfast Food aid to over 240 primary school breakfast clubs nationally, feeding more than 8,000 children every morning

* Caroline Walker Trust 2005, UK Social Entrepreneur of the Year for Carmel McConnell – New Statesman/Edge

Magic Breakfast: More than Food Aid

•  Utilising skills and experience gained through implementation of 20 school programme within national Let’s Get Cooking programme, funded by the National Lottery

•  As part of programme set up 20 school based cookery programmes, helping families on low incomes, learn how to cook easy, healthy meals from scratch.

•  Leadership and CSR by award winning* social enterprise, with all profits going to Magic Breakfast.

•  Customers include Pearson, Unilever & BT. •  Programme also capable of school leadership

development, e.g. Headteacher finance skills.

•  Breakfasts served and healthy lifestyle activities offered at partner schools during school holidays.

•  A platform to engage the whole families in the poorest communities, and develop healthy eating and lifestyle habits.

•  Pilot funded by supermarket chain, Asda. •  Investment required for national roll-out.

•  Three year programme, building capacity in the school and school community resulting in an effective and self-funded breakfast club.

•  Raising family nutritional awareness •  Building social enterprise schools in the

poorest communities

Magic Cookery

Clubs

Magic Outcomes

School Sustainability Programme

Magic Breakfast

365

•  88% say improved attainment and attendance

•  94% show more positive social relationships

•  93% say increased concentration and energy in class

•  74% have seen improvement in behavior

•  75% have seen improved relationships between parents and the school

•  94% have healthier eating habits

Questioned about the impact of Magic Breakfast support, Headteachers and breakfast club co-ordinators responded as follows

Data from 148 Magic Breakfast Schools, Summer 2011

We know our support works

We believe in the power of enlightened capitalism.

We have developed partnerships with a range of business leaders; for example our partnership with Quaker Oats and Tropicana fruit juice is vitally important to these children.

www.magicbreakfast.com

•  22p to buy a healthy breakfast (65p without support from corporate partners)

•  £3.50 will give a child healthy breakfast for a month (same as a large latte…)

•  £42 will feed a child for a year •  £2,000 will support a breakfast

club of 30-50 children for a year

Data from 148 Magic Breakfast Schools, Summer 2011

How much does it cost to make a difference?

22p

Magic Breakfast business case •  Lack of breakfast •  Poor health •  Reduced attendance •  Poor punctuality •  Poor concentration and

behaviour •  Impact on achievement

and SATs scores

•  Lower baseline on entry to secondary school

•  Continued malnutrition and impact on health

•  Impact on GCSE (or equivalent) performance

•  Increased likelihood of NEETs

•  Continued malnutrition and impact on health

•  Lower paid work, or likelihood of dependence on benefits.

•  NHS pressures due to poor health.

•  Increased health spend due to obesity and other diet based health issues

Without Magic Breakfast

With Magic Breakfast

•  Every child starts the day with right fuel to learn

•  Better health and concentration

•  Improved punctuality •  Increased attendance •  Increased achievement

and SATs scores

•  Achievement at primary school means equipped for secondary

•  Responsible attitude to nutrition – healthy breakfast habit

•  Improved behaviour •  Improved performance

at GCSE

•  Increased likelihood of continuing in education or obtaining an apprenticeship

•  Increased likelihood of good health

•  Increased likelihood of positive social contribution

•  Higher paid work (and tax contribution)

•  Reduced dependence on benefits.

•  Reduced pressure on NHS

•  Reduced pressure on public crime spend

One of the teachers in a Magic Breakfast partner school recently commented

“these kids only have one chance at childhood, and one chance at education. Education is going to be their best way out of poverty. By feeding and valuing them, Magic Breakfast makes a practical difference to these children every single day”

If you know of a primary school with over 50% free school meals, tell them about us. We’ll help. If you care about this issue, please give us money – we’ll use it wisely.

Contact Carmel McConnell, Founder, Magic Breakfast and Magic Outcomes Ltd Mobile 07710 057955. Email carmel@magicbreakfast.com

Thank You

Donate at: www.justgiving.com/magicbreakfast

www.magicbreakfast.com

As the kids at breakfast clubs say so often…

Carmel McConnell F.RSA, M.MBA, Magic Breakfast Founder Carmel’s background is a mixture of social activism and senior corporate roles.

Shocked by the numbers of children arriving at school too hungry to learn in London, she founded Magic Breakfast as the first stage in a global approach to give every hungry child a good breakfast as fuel for learning. During 2012 the charity provided over a million free, healthy breakfasts to schoolchildren all over England, improving child attendance, punctuality, concentration and behaviour.

Carmel’s MBA is in change leadership and technology, she has worked at senior levels in BT, UBS & 20th Century Fox and has been an adviser to many FTSE 100 clients on change leadership, growth and strategic alliances. Her corporate background specialised in leading technology change in global markets.

While researching her first book, best selling business title Change Activist, she became aware of the problem of children arriving at school too hungry to learn and decided to do something about it. She remortgaged her home to start the project, it now feeds 7,500 children each morning and the charity plans to solve the problem for good.

Carmel is a member of the Government’s School Food Plan expert panel, working with Henry Dimbleby and John Vincent of Leon, to improve school food. It is hoped that the Plan will result in a wide range of school food improvements, including breakfasts.

Carmel was awarded the Social Entrepreneur of the Year award (New Statesman/Edge) in 2008 and now works full time on Magic Breakfast.

The charity won the No 10 Big Society Award and is currently the Pearson UK Employee Charity of the Year. Magic Breakfast is proud to be the 2013 Charity Partner for the Prime Minister and No 10 Downing Street.

MAGIC BREAKFAST Registered Charity Number: 1102510 Offices : One90 High Holborn London WC1V 7BH Tel : 020 7836 5434 e: info@magicbreakfast.com w: www.magicbreakfast.com

Donate at: www.justgiving.com/ magicbreakfast Caroline Walker Trust: Social Enterprise of the Year Winner: Guardian Charity Awards Winner; PM’s Big Society Award

www.magicbreakfast.com