If you have seen Jamie’s Food Revolution program, you may have seen the episode where he’s testing kids in a kindergarten to see if they know where food comes from. The children couldn’t identify a tomato. This highlighted a real issue of fresh food, the lack of knowledge, and how easy it could be to develop cooking skills for kids of all ages and skills. The kick-off OpenIDEO challenge is to explore, how we might raise kid’s awareness of the benefits of fresh food so they can make better choices. Better choices about the food they eat, the skills to cook it, and the knowledge to make these choices.