Heart Foundation Tick Programme

1
Heart Foundation Tick Programme
The Food Industry A
Marriage that Works
2
Some Tick Facts

• Food signposting programme run by the
• Heart Foundation
• 10 years in market
• 1000 Tick products from over 50 food
• categories
• Tick sales in excess of 1 billion
• 60 food manufacturers

3
Heart Foundation Tick Programme
The Tick is a Public Health Programme with
clear public health goals. Key public health
goal The Tick is about improving the nations
food supply and promoting healthier food choices
for New Zealand shoppers.
4
Working with the Food Industry What the
Tick does Well!
The Tick works with food manufacturers,
influencing them to make healthier products,
resulting in big improvements to the foods New
Zealanders eat. Tick Programme drives
reformulation and development of
healthier products.
We set the food standards and when they make
it right - We give it the Tick!
5
Improving the Food Supply Whats Worked?
Measurable Improvements
266 tonnes of trans-fat from margarines
33 tonnes of salt from breads,
cereals margarines
Increased fibre in 117 products
68 tonnes of fat from dairy foods
Energy limits on 230 Tick products
6
Working with the Food Industry

• Achieving the Win/Win
• Tick wins because we achieve our
• public health goal of improving the NZ
• food supply
• Manufacturers win because shoppers
• choose Tick products over similar
• products without the Tick
• Tick provides a competitive marketing
• advantage

7
Working with the Food Industry
Managing the Issues

• Understanding of Tick on less healthful
• foods pies, ice cream, chicken nuggets
• Appropriate advertising of Tick products
• Setting the bar too high
• Tick presence on healthy products
• Push for foodservice endorsement

8
Rules of Engagement
Standards Agreements Nutrition Standards A
product must comply with the standards for its
food type to get the Tick Advertising Standards
All Tick product advertising must be approved by
the Heart Foundation Licence Agreement Food
companies are licensed to the Tick Programme and
are bound by the terms and certification rules
9
Rules of Engagement

• Licence Fees
• Food manufacturers are charged a fee based
• on the sales of their Tick approved products.
  Fees pay for nutrition standards, random testing,
  administration, management marketing of Tick
• The Tick Programme is self funded and not
• for profit.
• External Governance
• Independent Expert Advice
• Food Nutrition Working Group
• Public Health SAG

10
Rules of Engagement

• Working with Food Industry Partners
• What is the Tick to industry?
• One component of the marketing mix
• What do they want from the Tick?
• An Advantage in the Market Place increased
• sales
• What do they expect from the relationship?
• An Even Playing Field
• Regular Communication
• Knowledge of Support for their Business