Press Release: What’s the Big Secret?


On the 10th July 2009 the Secret Seed Society launched the first in a series of adventure packs that make growing and eating your own food simple and so much fun that it is quite literally child’s play!

Each pack in the series contains an illustrated storybook, seeds, growing instructions and a recipe so children can follow their food on a journey from plant to plate. The books tell the stories of the inhabitants of Seed City; an urban environment populated by vegetable beings.

The first pack comes with a membership card for children to sign up online to become Seed Agents. Seed Agents get emailed missions that involve growing and eating, as well as being supported and encouraged with prompts and tips on the website. Growing isn’t always easy and it requires a lot of patience in the early stages.

The Secret Seed Society will engage children – and through them their families and communities – in a move towards fresh, local, organic food that they have grown themselves, perhaps on an urban balcony or a rural allotment.

Who’s behind the project? The Secret Seed Society is a social enterprise. The founding team brings together a teacher, an anthropologist, a filmmaker, a sustainability strategist and an illustrator. In March 2009, they decided to independently finance, publish and distribute these adventure packs.

“There aren’t many things that I’d launch in a recession but this pack makes so much sense right now. Growing your own food saves cash, reduces carbon and tastes delicious.” Shena Cooper, co-founder of the Secret Seed Society.

They have had huge amounts of support for the project – photographers, lawyers and designers have all pitched in and given their time, they have received a Millenium Grant from UnLtd, discounts from suppliers and the enthusiasm of a bunch of friends who worked through the night assembling 2,500 packs by hand.

More info


Contact Shena for more information, photos and a pack.

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