Bringing younger generations closer to agriculture
As younger generations become increasingly disconnected from agriculture, there is a growing need to help children understand where their food comes from and who helps produce it. De Heus Kids addresses this need with accessible educational content that encourages curiosity about agriculture and the food production chain.
Originally created in the Netherlands in 2017, De Heus Kids was introduced in Brazil in October 2022. It is now an ongoing initiative, with activities organised throughout the year at industry events and in local communities. The initiative supports the Fostering Communities pillar of the Responsible Feeding Programme through sustainable knowledge transfer and local community engagement.
Learning through play and first-hand experience
On 5 August 2026, De Heus Kids featured at Agroleite, a leading dairy industry event in Latin America. Children and families joined an educational experience in the De Heus hospitality area, where the Ana and Du mascots and De Heus Kids materials introduced the origin of food in an engaging, age-appropriate way.
Children also participated in visits to De Heus model farms as part of the company’s technical programme. The combination of educational materials and a visit to a working dairy farm created an opportunity to experience food production first-hand and learn more about the daily contribution of dairy farmers. As Juliano Sabella, Head of Ruminants at De Heus Brazil, explains: “We believe that when children understand where food comes from, they develop greater curiosity about and appreciation for the people who help feed the world.”
An early qualitative impact
No participant total was recorded in the project input, so the initial impact is qualitative. Children and families took part in the Agroleite experience, while children also joined model-farm visits. The activities sparked curiosity about the origin of food, brought participants closer to farming and highlighted the work carried out by dairy farmers. A parent visiting Agroleite 2026 described the practical value for visitors: “Having an experience designed for children makes all the difference for families attending the event and for students visiting the exhibition with their schools.”
The activation took place in Castro, Paraná, a municipality with a strong Dutch heritage that is widely recognised as Brazil’s Dairy Capital. This setting created an additional connection between De Heus’ Dutch roots and the area’s traditions of cooperation, education and community engagement.
Expanding the educational platform
De Heus Brazil plans to extend De Heus Kids through new activities at industry events, stronger partnerships with schools and opportunities for children to visit customer farms. The long-term ambition is to make the initiative increasingly present in communities where De Heus operates.
By connecting children, families, farmers and local communities, De Heus Kids contributes to Nourishing Future Generations by sharing practical knowledge about food production with the generations who will shape its future.
