As part of our UN 17 Sustainable Development Goals activation at Licensing Expo 2025, we are showcasing our members and partners that are embodying various SDGs through they work they have done or are doing.

Representing SDG 2: Zero Hunger, is Penguin Venture’s Peter Rabbit. SDG 2 focuses on an end to hunger, achieving food security, improved nutrition, and sustainable agriculture.

“Hunger is the leading cause of death in the world. Our planet has provided us with tremendous resources, but unequal access and inefficient handling leaves millions of people malnourished. If we promote sustainable agriculture with modern technologies and fair distribution systems, we can sustain the whole world’s population and make sure that nobody will ever suffer from hunger again.” – Global Goals.

The eight targets set to meet this goal are:

• Universal access to safe and nutritious food;
• End of all forms of malnutrition;
• Double the productivity and incomes of small-scale food producers;
• Sustainable food production and resilient agricultural practices;
• Maintain the genetic diversity in food production;
• Invest in rural infrastructure, agricultural research, technology, and gene banks;
• Prevent agricultural trade restrictions, market distortions, and export subsidies;
• Ensure stable food commodity markets and timely access to information.

As we know, food waste is a huge issue, especially in developed countries, so teaming up with the United Nations, the UN Food and Agriculture Organisation, and the UN Foundation, Peter Rabbit created a global campaign, in time for the film release of Peter Rabbit 2: The Runaway, to encourage children and their families to be #FoodHeroes, by choosing healthy food, reducing food waste, buying seasonal and local, and celebrating other food heroes that work to get food on the table.

As a popular character with young and old, and famously a devotee of fruit and vegetables, Peter Rabbit is well-placed to speak to families on the importance of healthy eating, buying local produce, and other sustainable practices that support the planet.

A UN Public Service Announcement was issued as part of the campaign, in multiple languages around the world, utilising Peter and his friends to tackle issues regarding sustainable food and the environment.

The campaign tied in with FAO’s World Food Day campaign which encouraged more efficient, inclusive, resilient, and sustainable agri-food systems to make healthy food affordable and accessible to everyone.