International Heidelberg Convention

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5 A Day - successful campaigns for fruit and
vegetables

• International Heidelberg Convention
• September 14, 2004
• Morten Strunge Meyer
• Danish Cancer Society

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The menu

• What is 5 A Day
• Successful campaigns
• How can the Food Industry get involved?
• Food Labeling
• New products with more fv
• Your employees

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Obesity Trends Among U.S. AdultsBRFSS, 1985
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Obesity Trends Among U.S. AdultsBRFSS, 1986
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Obesity Trends Among U.S. AdultsBRFSS, 1987
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Obesity Trends Among U.S. AdultsBRFSS, 1988
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Obesity Trends Among U.S. AdultsBRFSS, 1989
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Obesity Trends Among U.S. AdultsBRFSS, 1990
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Obesity Trends Among U.S. AdultsBRFSS, 1991
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Obesity Trends Among U.S. AdultsBRFSS, 1992
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Obesity Trends Among U.S. AdultsBRFSS, 1993
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Obesity Trends Among U.S. AdultsBRFSS, 1994
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Obesity Trends Among U.S. AdultsBRFSS, 1995
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Obesity Trends Among U.S. AdultsBRFSS, 1996
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Obesity Trends Among U.S. AdultsBRFSS, 1997
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Obesity Trends Among U.S. AdultsBRFSS, 1998
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Obesity Trends Among U.S. AdultsBRFSS, 1999
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Obesity Trends Among U.S. AdultsBRFSS, 2000
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Obesity Trends Among U.S. AdultsBRFSS, 2001
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Obesity Trends Among U.S. AdultsBRFSS, 2002
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Obesity prevention

• The possible role of fruit and vegetables
• Satiation
• Satiety
• Energy density

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Top 10 leading risk factors
2.7 million deaths per year
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The European Picture
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The European Picture
Grey means not related to Food Industry
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What is 5 A Day?

• National fruit and vegetable campaigns
• All promote a specific amount
• Public-private partnerships
• Lets take a tour!

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5 A Day - a global program
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Put a logo on your products
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US logo rules

• All fresh fruits and vegetables, excluding
  coconuts and nuts.
• All fruits and vegetables processed by drying,
  freezing, or canning and meals/dishes if no
  sugars are added and low fat, saturated fat,
  cholesterol and sodium
• All meal or main dish products if no sugars are
  added
• 100 juice or juice concentrate, without added
  sugar

www.5aday.gov/promotable-products-criteria.shtml
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Awareness
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Overall impact on intake
38 increase
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Campaign strategies

• Hear or see your message
• Understand your message
• Weigh pro and con
• Build an intention to change behavior
• Make it practically possible
• Change behavior (eat more)

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German study

• Effect of cutting produce into bite-size pieces
• Only one month follow-up
• 92 kids in 4 classes
• Free apples, bananas and carrots
• 2 classes got whole pieces
• 2 classes got bite-size pieces
• (Bönnhoff et al. 9/2002)

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German Study
Normal intake 182 g Ad libitum whole pieces 80
g Bite-size cut pieces give extra 73 g
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Worksite Fruit
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Methods

• 12 worksites
• 283 employees
• 2 dietary interviews
• Before and after 3 months
• 6 worksites started free fruit

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Results
96 make use of the offer daily or almost
daily 85 believe they now eat more Impossible
to stop
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Epidemic results
Now 9 of the workforce have it
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How can you get involved?

• Use a logo
• Start a Company Fruit program for your
  employees
• New products with more fv and effective
  marketing

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UK Advertising spending
per year
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US Advertising Budgets 2001
Source Stone and French, 2004
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Food advertising

• There is a lot of food advertising to children.
• The advertised diet is less healthy than the
  recommended one.
• Food promotion is having an effect, particularly
  on childrens preferences, purchase behavior and
  consumption.

Source REVIEW OF RESEARCH ON THE EFFECTS OF FOOD
PROMOTION TO CHILDREN, sep 2003
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Big five on TV

• Breakfast cereals
• Confectionery
• Savoury-snacks
• Soft drinks
• Fast-food outlets

We need powerful partners who will develop and
produce and promote products like fruits,
vegetables and juices
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• Please find ways to make business on more healthy
  food products
• We need to overcome huge obstacles like the fact
  that sugar, fat and meat are extremely cheap
  ingredients

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Things are moving - IDEAS

• Global Advisory Council on Balanced Lifestyles
• Cadbury Schweppes have stopped advertising to
  children
• Kraft foods are reducing the size of its single
  portions and cutting back on the fat and sugar
  content of products

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No excuse
Dont blame obesity on lack of Physical
Activity Use a logo Start a Company Fruit
program for your employees Develop, produce and
promote new products with more fruit and
vegetables
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Resources for you
Handout epbh.org/wild
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Thank you for your attention
Handout epbh.org/wild