"The ‘Fresh for Kids’™ Program, a multi-faceted, non-profit program was developed in the early stages of 1997 after the Sydney Markets Authority wanted to combat the alarmingly low levels of fresh fruit and vegetable consumption among the children of New South Wales. Sydney Markets formed a steering committee with representation from the fruit and vegetable industry and the NSW Health Department to develop a strategic program that targeted children – Fresh for Kids was the resulting program."