Kids Country

What Kids Country does

Kids Country is a charitable education programme operated by the East of England Agricultural Society (registered charity number 283564, company number 1589922), based at the East of England Showground in Peterborough, UK. Founded in 2012, it delivers hands-on learning experiences for primary school children focused on food, farming, and the countryside. Core offerings include flagship events such as Breakfast with Kids Country, Grow Your Own Potatoes, and Happy Chicks, supplemented by a thematic activity resources library spanning more than 15 topics (including Busy with Bees, Farmland Birds, Mushrooms, Peas & Pulses, Pumpkins, and Salads).

Programmes are delivered directly to schools by the Kids Country education team, led by Education Manager Sandra Lauridsen, with strategic support from agricultural partners such as Burgess Farms. Reach is regional, concentrated in Cambridgeshire and Lincolnshire, with documented engagement of over 270 primary school children during a single November 2023 event and individual school sessions such as a 30-child field-to-fork potato programme at Great Casterton Primary School in May 2023.

The business model is charitable rather than commercial. Kids Country does not charge schools for participation; funding is sourced from the parent Agricultural Society, donations, and sponsorships. Go-to-market is event-driven and field-based, supported by a website, organic social (Twitter), and earned regional media coverage. The team size is 11-50 employees, and the organisation is privately held as a charity with no external venture or private equity involvement.

Name

Kids Country

Legal name

East of England Agricultural Society

Website

https://kids-country.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Kids Country is a UK charity programme that delivers free, hands-on educational events to primary schools in the East of England on food, farming, and the countryside, operated by the East of England Agricultural Society.

Ownership category

akta.pro rank

Product category

Agricultural Education for Primary Schools

NAICS

Educational Services (61)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)

Keywords

• Agricultural education
• Children's educational programs
• Farm to fork education
• School outreach programs
• Food and farming workshops

Headquarters

HQ city

Peterborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Charitable Funding: Kids Country operates as the education programme of the East of England Agricultural Society, a registered charity (number 283564). Revenue appears to come from charitable donations, sponsorships, and society funding rather than direct program fees to schools. The program is delivered free to primary schools.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Kids Country delivers free, hands-on educational experiences to primary school children focused on food, farming, and the countryside, run as the education programme of the East of England Agricultural Society. Sessions such as Breakfast with Kids Country, Grow Your Own Potatoes, and Happy Chicks bring real farming equipment, animals, and industry experts (e.g., Burgess Farms agronomists) directly into schools in Cambridgeshire and Lincolnshire. A library of themed activity resources (Busy with Bees, Farmland Birds, Livestock, Pumpkins, Salads, etc.) extends classroom learning beyond in-person visits.

Product overview

Kids Country is a single, unified education programme run by the East of England Agricultural Society. It delivers hands-on learning experiences for primary school children focused on food, farming, and the countryside. The programme offers structured experiences including Breakfast with Kids Country, Grow Your Own Potatoes, and Happy Chicks, supported by a range of thematic activity resources covering topics from bee conservation to festive crafts. All offerings are integrated under one educational initiative targeting primary schools across the East of England region.

Differentiator

Problem solved

Functional benefit

Products and services

• Breakfast with Kids Country

Quantifiable outcome

• Over 270 primary school children educated in November 2023 alone through Breakfast with Kids Country

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Burgess FarmscoreStrategic or Co-development PartnerBurgess Farms partners with Kids Country to provide agricultural expertise for educational programs. Caroline Williams, agronomy manager at Burgess Farms, co-leads field-to-fork educational sessions with Sandra Lauridsen, Education Manager at Kids Country. This partnership brings real-world farming knowledge directly to schoolchildren.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• LEAF (Linking Environment and Farming): LEAF is a UK charity promoting sustainable farming through education, demonstration, and public engagement. Comparable in subject domain and charitable structure, with a wider remit (whole food chain) compared to Kids Country's children-focused educational delivery.
• Royal Agricultural Society of England (RASE): RASE is a UK charity promoting agricultural innovation and education with broader industry programmes. Comparable as a UK agricultural society with educational outreach, but operates at a higher industry/policy level rather than direct primary school delivery like Kids Country.
• NFU Education: The National Farmers' Union runs an education programme delivering farming resources, school visits, and farmer-led classroom sessions across England and Wales. Comparable in subject area (food, farming) and school audience, with broader geographic reach than Kids Country.
• Soil Association Food for Life: Food for Life is the Soil Association's school-facing programme focused on healthy eating, food culture, and farm connections. Comparable target audience (UK primary schools) and food/farming theme, though it is a broader certification and programme initiative versus Kids Country's single-region focus.

Emerging players

• School Food Matters: School Food Matters is a UK charity delivering food education programmes in primary schools, including cooking, growing, and farm-to-classroom activities. Comparable target audience and food-themed educational delivery, with partial overlap on subject matter (food origins and cooking).

Direct peers

• Farms for City Children: Farms for City Children is a UK charity offering residential farm experiences for primary-aged children from urban areas. Comparable charity-led, hands-on food/farming education targeting UK primary school children, though delivery is residential versus Kids Country's in-school model.
• The Country Trust: The Country Trust is a UK educational charity that brings food, farming, and the countryside to life for children from areas of disadvantage. Comparable as a charity delivering farm- and food-based educational experiences to primary school children across the UK.
• Countryside Classroom: Countryside Classroom is a UK partnership of organisations providing teaching resources about food, farming, and the natural environment. Directly comparable as a curator of food/farming educational content aimed at schools, overlapping with Kids Country's resource library approach.
• LEAF Education: LEAF Education is a UK charity (formerly FACE - Farming & Countryside Education) that delivers farming, food, and countryside education to schools. Directly comparable as a charity-led provider of food and farming education experiences for UK primary school children.

Regional players

• Royal Highland Education Trust (RHET): RHET delivers countryside and food production education to Scottish schools through farm visits and in-class sessions run by a Royal charity. Directly comparable model (charity, school-facing, food/farming curriculum), but Scotland-focused versus Kids Country's East of England remit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/kidscountry
• Facebookfacebook.com/KidsCountryUK
• LinkedInlinkedin.com/company/kids-country-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kids Country