Worldwide initiative aims at supporting healthy agri-food systems

Peter Rabbit has joined forces with the United Nations (UN), the UN Food and  Agriculture Organization (FAO) and the UN Foundation to enlist more food heroes, like Peter, who see  the value in fruits and vegetables for a balanced diet and a healthier planet.  

Peter and his friends from Sony Pictures’ PETER RABBIT 2: THE RUNAWAY are joining the awareness raising campaign that asks us all to be food heroes. That means each of us being mindful to eat plenty of  fiber-rich fruits and vegetables, locally sourced and in season where possible, reducing food waste, and  planting our own gardens, however small.  

“FAO celebrates food heroes who help transform our agri-food systems and try to make sure everyone,  everywhere has access to enough affordable, nutritious and healthy foods,” said FAO Director-General  QU Dongyu. “We are delighted to have Peter Rabbit and Sony Pictures helping us to have a conversation  with children and families about why food heroes are respected, so they can learn how to do their part  and be food heroes too,” he added.  

Through a public service announcement and social media messaging that will be seen around the world  in multiple languages, Peter and his friends tackle some of the core issues regarding sustainable agri food systems and ask young people and others to join them in taking action.  

That ties in directly to FAO’s World Food Day 2021 campaign, which is geared to encourage  transformations to more efficient, inclusive, resilient, and sustainable agri-food systems that make  healthy foods affordable and available to everyone, and limit adverse environmental and climate  impacts. A key theme is that “our actions are our future”, meaning that everyone has a role to play.  During the COVID-19 pandemic, we all benefited from the efforts of those who produced, planted,  harvested, fished or transported food, people hailed by FAO as food heroes.  

“It’s an honor that our Peter is working with the United Nations for this worthy cause, which will bring  awareness to some very important issues that are very dear to Peter’s heart,” said Will Gluck, writer,  director and producer of PETER RABBIT 2: THE RUNAWAY. “Sustainable food is at the core of the Peter  Rabbit stories, so we are really happy that the UN, FAO and the UN Foundation see Peter as a helpful  voice for this important matter.”  

“Peter Rabbit is a fun-loving character loved by children and fans worldwide," said Maher Nasser,  Director of Outreach in the United Nations Department of Global Communications. “Peter can help the  UN reach new and important audiences. His voice is a great way to speak to children and their parents  about the importance of healthy eating, buying local produce and other sustainable practices that are  important to their health and the health of our planet.”