Jamie Sadler of East End Health in Newcastle upon Tyne
 | One of our achievements has been to ensure 3,000 primary school children who live in one of the most deprived areas of the UK receive a free bottle of locally produced organic milk every day of their school lives. |  |
Jamie Sadler is Director of the charity 'East End Health' based in Newcastle upon Tyne. East End Health aims is to encourage and educate people in deprived Newcastle communities to understand and enjoy food, its origins and nutritious value and the importance of using locally grown sustainable produce.
- Can you give a short history of how you got to where you are now, including why and when you 'went organic'?
I was brought up in a family restaurant in North Yorkshire which is where I discovered my passion for locally produced food. My dad trained me up in the kitchen and by the time I was 16 years old I was cooking at weekends and holidays.
I then decided to study Food and Human Nutrition at Newcastle University for four years. After graduating I was offered a job at East End Health in 2005 and given the opportunity to use my knowledge and passion to set-up an initiative which tackled food, nutrition and health related issues in Newcastle.
My biggest priority was to try and change the way children ate and perceived food and one of the first projects I set up was the 'Organic Milk Bar' scheme in Newcastle primary schools. I wanted the milk to be organic because it was produced locally, is better for children's health and it supported local food producers. This gave me an opportunity to start educating people about organic principles, and most importantly of all, it enabled me to get Newcastle Local Authority School Meals Service and Healthy Schools initiative to start thinking about the benefits of using locally produced organic foods in schools and other publicly funded institutions.
- Can you describe a typical day in your life?
Not really! I do all sorts including fundraising, managing, attending boring meetings but most of my time is spent thinking up new ways of getting children in Newcastle to eat good quality, healthy and locally produced food.
- Organic principles – why do they matter?
They matter because they promote both human and environmental 'health'; they have an honesty about them.
- What does the Soil Association mean to you?
When I think about the Soil Association I think about their Food for Life initiative. The work they have done to improve every aspect of food in schools is incredible. The Food for Life Partnership is without doubt the most exciting and innovative approach to improving the diets of thousands of children across England.
- What is your greatest achievement?
Creating the food and nutrition element of East End Health and seeing it grow. This work has gone from strength to strength and we now positively affect the health of thousands of children across Newcastle upon Tyne. One of our achievements has been to ensure 3,000 primary school children who live in one of the most deprived areas of the UK receive a free bottle of locally produced organic milk every day of their school lives.
- How do you plan to progress in the future? What is your vision?
That every child in Newcastle has the opportunity to enjoy fresh, nutritious, locally sourced food as well as the opportunity to learn about food. I also want to ensure the work of East End Health is sustained and continues to be successful.
- If you were starting all over again, what would you do differently?
Nothing.
- What is the most important lesson life has taught you?
Work hard and you will be rewarded!
- Who or what is your biggest inspiration?
Definitely my family and in relation to food it has to be Keith Floyd, he is an absolute legend. I love his passion and enthusiasm for food and travel, something I hope to make a career out of one day.
- What is the key to your success?
Belief in what you are trying to do is right, and hard work.
- What do you love most about what you do?
Making a positive difference to the health of Newcastle communities and learning something new about food everyday.
- What keeps you awake at night?
Noisy, pissed students, and thinking up new ideas.
- What single thing would most improve your life?
Sustained funding for my charity!
- What do you find most frustrating about what you do?
Working with people who have no passion for the work they are supposed to be doing.
- How can the organic market be improved?
Information and education from a young age. A lot of people don't know or understand what organic actually means.
- What's the main benefit of being organic for you?
Improved taste, animal welfare and nutritional value.
- Supermarkets – good or bad?
Both, they have a place in everybody's lives. I always buy my fish, meat, bread, dairy and vegetables from small local producers whenever I can. It is vital that we all look after and support these guys as opposed to being lazy and doing all our shopping at the supermarket where the quality is often so bad! In defence of supermarkets, they have introduced so many new world foods and flavours into all of our lives. I can't end on a positive for supermarkets so another bad point is that they have complete disregard for the seasonality of foods too.
- What's the best thing about organic farms?
They produce good quality, healthy organic food!
- What's the best thing about organic food?
It tastes better, is better for you, better for the environment and has better animal welfare standards...
- What is your favourite meal?
Eating seafood whilst sitting on the beach – squid and sea bream in Spain, cod and mushy peas in North Shields.
- If I was Prime Minister I would...
Make food poverty history.
- The world would be a better place if...
Everyone could afford to eat.
- I'd like to be remembered for...
Making a difference to the health of people in Newcastle upon Tyne.
- When were you happiest?
My days at school and university and always when I am visiting new places and eating new foods.
- What is your greatest fear?
The disappearance of local food heroes.
- What is your favourite word?
Exciting!
- What would be your 'Desert Island' luxury?
Sky Sports.
- Is the customer always right?
No.
To find out more about East End Health visit
www.eastendhealth.org.uk
To find out more about the Food for Life Partnership visit
www.foodforlife.org.uk
Jamie's work is supported by the Soil Association via a grant through the Northern Rock Foundation.