Bidfood campaign feeding better mental health

Universities encouraged to get involved with student-facing Square Root of Self initiative

Bidfood has teamed up with a nutritional therapist and chef to rustle up a new campaign engaging with young people to reduce symptoms of stress and anxiety by focusing on their food.

The foodservice wholesaler has masterminded the Square Root of Self initiative highlights the vital part food plays in overall wellbeing, but not necessarily just the food you eat, but also how and where you tuck into it.

The campaign is targeting universities to support their students’ mental health and provides insight, wellness recipes developed by the wholesaler’s chef development team, along with advice on how community spaces can be laid out to help students.

“Mental wellness is a topic we’re seeing increasingly come to the forefront of conversation, particularly with students who are under added pressures of leaving home for the first time, as well as keeping on top of finances and academic pressures,” said Bidfood’s Corporate Marketing and Sales Director, Tim Adams.

“I’m extremely proud to see our Square Root of Self campaign launch. Bringing our vision to life has enabled us to provide support to students, as well as equip them with the right tools to navigate mental wellness in all elements of student life. From nutrition right through to community support.”

Nutritionist and chef Christine Bailey has been recruited to check over the recipes, which include ingredients that cover four key areas of nutritional support: healthy fats, vitamins, minerals and proteins.

As well as featuring several food options, information displays the importance of gut health, as well as how what we eat and drink impacts how we feel, think and behave – and is already receiving recognition, including from England rugby legend Jonny Wilkinson.

“Bidfood’s Square Root of Self initiative campaign is a great approach to mental health, using food and diet as a vehicle for transformation,” said Wilkinson, who is the founder of gut healthy drink, No.1 Living.

“There’s a close relationship between what we eat and how we feel, and universities are powerfully positioned to drive this movement forward for their students.”

The campaign is the latest in a long line of great initiatives launched by Bidfood that focuses on the communities consuming the food and drink they supply.

Bidfood campaign Jonny Wilkinson No. 1 Living Square Root of Self Tim Adams