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Amarendra Dhiraj Group moderatorThe company name is only visible to registered members.Fresh fruits, vegetables ready to tackle obesity
European Health (then Health and Consumer Protection) Commissioner Markos Kyprianou in the exclusive press room of the European Commission “named and praised” several CEOs of major food, drink and retail industries citing their “commitments to tackling obesity made in the framework of the EU Platform for Action on Diet, Physical Activity and Health.”
Like any social ill, the obesity-related problems carry a steep price for the society and industry also pays in spiralling medical expenses, rising compensation claims and widening lost productivity.
Nearly 27 percent of European men and 38 percent of women qualify for “obese” category depending on the EU member state concerned, while one in four children in the EU is affected by overweight or obesity with an additional annual rise of 400,000 overweight children.
In addition to this staggering statistical data, it is a medically proven fact that overweight contributes to the development of many chronic diseases such as heart and respiratory diseases, non-insulin-dependent diabetes mellitus or Type 2 diabetes and many more.
Moreover, figures point out that “Poor diet and lack of exercise are among the leading causes of avoidable death in Europe, with obesity estimated to account for between two percent and eight percent of healthcare costs.”
In view of these facts, the wakeup call came with the launch of “The Platform” in 2005 and the commission listed 146 commitments from “stakeholders to agree voluntary measures to combat overweight and promote physical activity.”
During a plenary meeting on July 1, 2005 Masterfoods, a food multinational member of the CIAA (confederation of the food and drink industries of the EU), made a presentation about a new programme for vending machines in schools called “Smart Choice,” where new machines were proposed for installation with healthy alternative choices but the schools were to be left free to decide which products they want to offer to pupils.
In theory, the proposal to restructure school vending machine selections, to reflect nutritional priorities of lower fat, sugar and calorie content will be a big step for the industry to take as children’s products today contribute nearly 15 billion Euro to the overall about-700 billion Euro food and drink market in Europe.
The proposal to provide healthy options like salads, more fibre with fresh fruits and fresh vegetables alongside hamburgers and pizzas was a welcome gesture. As the proposal was coming from industry, it was thought that the proposal will not be gutted to appease the financial managers of the industry.
Moreover, a random survey of all practical tips and working solutions for a healthy diet always find “eat lots of fresh fruit and vegetables,” an integral part of any programme. Statistical data also shows that children have hard times to eat enough balanced nutritious food especially at schools where options are usually limited.
In addition to factors like availability and accessibility, there are two major contributors to an increase in consumption.
First is “facilitation,” whereby availability is made in a form and location within such time period that facilitates consumption and schools are identified as one of such ideal examples.
The other is “exposure” that really brings the subject out of realm of theory into practical arena. According to a research report “Explaining School Children’s Fruit and Vegetable Consumption 2006, University Maastricht, the Netherlands,”: “Mere exposure is not only a method for the development of preferences, but that simply presenting children with different kind of Fruit and Vegetable, may influence consumption by familiarisation then with the products.”
When fresh fruit or vegetable consumption is under a child’s control and if a child chooses to eat fruit or vegetable, then availability is the factor that facilitates or impedes the behaviour and schools can ensure that they have healthier choices available in vending machines and continue to improve the nutrition values of lunches. This process can play an important role by teaching children how to make healthier choices outside of school as well like limiting portion sizes, favouring healthy snacks, and playing physical games instead of video games.
According to the World Health Organisation recommendation, consumption of fresh fruit and vegetables should be 400 grammes per day, but in the European Union today only Greece and Italy reach this level.
A market specialist remarked that the European Commission has included in the reform of the common market organisation for fruits and vegetables new operational programmes for promotion of fresh fruit and vegetable consumption. “Community co-financing will be increased to 60 percent if the promotion of fresh fruit and vegetables is targeted towards school-age children and adolescents. Market withdrawals can be distributed for free to charitable organisations, schools and children’s holiday camps.”
Commenting on the healthy food selection availability in vending machines, Philip Tod, European Commission spokesman for health said, “In the framework of the European Platform for Action on Diet, Physical Activity and Health, the European Vending Association (EVA) committed to offer products that meet the range of children’s dietary needs within the school environment in cooperation with schools, health authorities and parents in 16 European countries.”
Author: (Tito) Tejinder Singh
- 06 Mar 2007, 10:17 pm
