Improving America's Diet and Health From Recommendations to Action (1991) / Chapter Skim
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6 Private Sector: Strategies and Actions for Implementation
6 Private Sector: Strategies and Actions for Implementation
Pages 140-167
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From page 140... ...
Food labels and consumer information programs as well as specific product formulations and promotions need to be examined creatively with this in mind. For the purposes of this report, the private sector is defined broadly as including producers of several major commodities (fruits and vegetables, grains and legumes, dairy products, meat, poultry, fish and seafood, and eggs)
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From page 141... ...
In reality, as discussed earlier, it is a heterogeneous collection of private-sector entities that compete for a share of the market for similar or related food product lines. It seems increasingly likely that a company will gain a competitive advantage by introducing nutritionally desirable and appealing products that meet the public's growing interest in purchasing healthpromoting foods.
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From page 142... ...
Companies that offer to their customers nutrition information programs as well as health-promoting products, and that market them as such, would be perceived positively by consumers seeking to improve their diets. Positive word-of-mouth advertising by health-care professionals, community organizations, consumer groups, and individual consumers can be as effective as paid advertising in contributing to a company's image.
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From page 143... ...
Consumer Concerns about Food Safety According to the national survey conducted by FMI in 1990, 20% of respondents reported that they were "somewhat" or "mostly doubtful" that the food in their supermarket is safe (FMI, 1990~. Both the private and public sectors are responding to the concerns of this group by continuing to take steps to protect the food supply and enlisting the assistance of food scientists and the nutrition community to inform
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From page 144... ...
STRATEGIES AND ACTIONS FOR THE PRIVATE SECTOR Two general strategies, each of which consists of three actions, are proposed for the private sector. The first strategy focuses on providing consumers with information on how to improve their dietary patterns and motivating them to do so, while the second concerns the production, manufacture, and marketing of nutritionally desirable foods.
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From page 145... ...
As an example, the National Food Processors Association recently organized the Food Label Education Coalition to help consumers use the new food labels that are developed (Coleman, 1990; NFPA, 1990~. The coalition is composed of representatives of government agencies; education, consumer, and health organizations; and the food industry.
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From page 146... ...
, pricing structures, andfood product descriptors to promote the production of more nutritionally desirable food products. Standards of identity developed by the government specify mandatory ingredients for many common foods such as catsup, cheese, ice cream, frankfurters, bread, and mayonnaise.
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From page 147... ...
A marketing system that promoted the leaner grades, primarily Select, would increase the availability of lower-fat meats, which consumers say they want (Sweeten et al., 1990~. ACTION 3: Engage in practices leading to the greater availability of nutritionally desirable products that will assist consumers in meeting dietary recommendations.
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From page 148... ...
Successful implementation of this campaign will require leadership and coordination from both the Produce Marketing Association and the United Fresh Fruit and Vegetable Association; large commodity producer groups and fruit and vegetable corporations; and leaders from the food industry, public health agencies, and vol untary health organizations. There is precedent for such a campaign.
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From page 149... ...
increased from 6.9 lbs per capita in 1970 to 8.3 lbs in 1987 (Putnam, 1989~. Producer-supported organizations such as the American Dry Bean Board and the USA Dry Pea & Lentil Industry have developed promotional materials that include product information and recipe ideas for use by food editors in the media, food and nutrition professionals, restaurants, and consumers in an effort to increase consumption of legumes.
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From page 150... ...
The committee concluded, after discussion with several dairy economists, that one of the major barriers to promoting nonfat and low-fat dairy products may be an unwillingness by some segments of the dairy industry to imply that their full-fat product line (whole milk, cheese, butter, and ice cream) the focus of their traditional image may be less nutritionally desirable.
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From page 151... ...
Economic, marketing, and research policies should be redefined to encourage not only the production of leaner animals but also the processing of low-fat animal products and to discourage the reintroduction of trimmed fat at another point in the food chain (e.g., using beef tallow to cook trench fries in fast-service food establishments)
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From page 152... ...
At present, however, carcasses trimmed immediately after slaughter are ineligible for quality grading since they cannot be accurately graded for yield (NRC, 1988~. The meat industry should also work with USDA to adopt a national uniform standard for the fat content of ground beef.
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From page 153... ...
The committee recommends that the poultry industry work with USDA to develop a uniform standard for the amount of fat in ground turkey, a product that is usually lower in fat than even extra-lean ground beef or pork. However, in the absence of a federal standard (and, frequently, state standards)
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From page 154... ...
, regional seafood marketing groups, health-care professionals, academia, and voluntary and professional organizations (such as the American Heart Association and the American Dietetic Association)
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From page 155... ...
More information in these areas would enable the food industry to produce food products that consumers find acceptable and help them meet dietary recommendations. New product and marketing research is ongoing at most large food companies.
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From page 156... ...
Giant Food, Inc., a Washington, D.C.-based food retailer with stores in both the District of Columbia and nearby Baltimore, Maryland, worked with the National Cancer Institute, the National Heart, Lung, and Blood Institute, and FDA to develop model consumer information programs on diet and cancer, diet and heart disease, and shelflabeling programs, respectively (Light et al., 1989~. Program components included the provision of store bulletins containing information and recipes, media advertising on connections between diet and health, and shelf tags providing nutrition information (e.g., highlighting foods
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From page 157... ...
The committee encourages retailers and their trade associations to go even further by conducting, funding, or collaborating on research to determine consumer attitudes about nutrition, the effectiveness of point-ofpurchase nutrition information programs, and topics related to dietary recommendations. This information should be shared throughout the food industry as well as with health organizations, educators, and governments.
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From page 158... ...
that are consistent with the principles of dietary recommendations and, in general, initiate changes in food preparation practices to comply with dietary recommendations. Increased customer satisfaction, loyalty, or increased sales provide the major incentive for restaurants to make changes that are consistent with the principles of dietary recommendations.
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From page 159... ...
This information should also be conveyed to local restaurant reviewers, food editors, and health organizations to inform consumers where nutritionally desirable foods can be obtained. Messages to consumers should focus not only on the health
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From page 160... ...
Many consumers might be surprised to learn that the salad dressing added to a garden salad at a fast-service food restaurant could supply the same number of calories as a roast beef sandwich and trench fries but as much as 50% more fat, depending on the type and amount of dressing used. It is important that consumers know not only the total fat content but also the kind of fat contained in the food.
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From page 161... ...
Nutritionally desirable food items should be incorporated into the regular food-service
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From page 162... ...
Comprehensive health promotion programs have been established at many work sites, although nutrition activities, if present, have been low-cost, low-intensity programs aimed primarily at increasing employee awareness and knowledge (ADA/SNE/DHHS, 1986; DHHS, 1987; Glanz, 1986~. Such programs are not designed to facilitate eating behavior changes, even though work sites offer the opportunity for long-term interventions as well as environmental and structural changes that can enhance educational messages and support individual behavior changes.
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From page 163... ...
See Chapter 3 for a further discussion of nutrition education programs at work sites. Corporations should establish a corporate nutrition policy that confirms the company's commitment to healthy dietary practices consistent with dietary recommendations and specifies that stated standards will be applied to meals served in company food-service operations and at company functions.
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From page 164... ...
Conducted for Food Marketing Institute and Better Homes and Gardens Magazine by Opinion Research Corporation. The Research Department, Food Marketing Institute, Washington, D.C.
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From page 165... ...
Conducted for Food Marketing Institute and Better Homes and Gardens Magazine by Opinion Research Corporation. The Research Department, Food Marketing Institute, Washington, D.C.
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From page 166... ...
Survey conducted by Opinion Research Corporation for the National Food Processors Association. National Food Processors Association, Washington, D.C.
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From page 167... ...
1989. The food industry responds to consumers' pesticide fears.
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