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Mrs Mags Bradbury: Diet and Health - The Co-operative Group approach


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Mrs Mags Bradbury, Co-operative Group, at the International Co-operative Alliance Global Conference in Cape Town, November 2013.

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Mrs Mags Bradbury: Diet and Health - The Co-operative Group approach

  1. 1. Diet & Health
  2. 2. Introduction •Background •Labelling •Products •Communication •Incentives and Engagement
  3. 3. Food Security “When all people, at all times have physical and economic access to sufficient safe and nutritious food to meet their dietary needs and food preferences for an active healthy life” - UN Food and Agriculture Organisation
  4. 4. Drivers for Change Balancing future demand and supply sustainably – to ensure that food supplies are affordable Maintaining biodiversity and ecosystem services while feeding the world. Managing the contribution of the food system to the mitigation of climate change Food Security Ensuring that there is adequate stability in food supplies – and protecting the most vulnerable from the volatility that does occur. Achieving global access to food and ending hunger, but recognising producing enough food in the world so that everyone can potentially be fed is not the same thing as ensuring food security for all. Foresight Report 2011 - The Future of Food and Farming: Challenges and choices for global sustainability
  5. 5. To Achieve Food Security We must move towards a healthy, sustainable diet: “A sustainable diet is one that optimises environmental impact, supports a resilient and progressive farming and food industry and ensures that foods available are acceptable to consumers while enabling them to meet their nutritional requirements without compromising the ability of future generations to meet theirs.” IGD Sustainable Diets Working Group
  6. 6. Co-operative Health Ambition “ As the largest convenience retailer in the UK with stores at the heart of the communities in which we trade, we are determined to play our part in tackling obesity by helping our customers make healthier and more informed lifestyle choices for themselves and their families”
  7. 7. The Scale of the problem By 2050 60% of men and 50% of Women will be clinically obese 25% of children could be obese by 2050 More than a quarter of adults already obese More than a quarter of the Total cost of Obesity may fall On employers First generation to die before their parents The overall cost to society of treatment will be £50 billion in 2050 In two decades levels of obesity have grown from one in seven adults to one in four APPETITE FOR CHANGE? NUTRITION AND THE NATIONS OBESITY CRISIS – KANTAR SEPT 2013 SOURCE: HEALTH SURVEY FOR ENGLAND Strong correlation exists between deprivation and Obesity in children Brings significant health risks e.g. Diabetes, High Blood Pressure, Heart Attack
  8. 8. Importance of Healthy Food
  9. 9. Food Ethical Policy In 2008 we launched our Food Ethical Policy Based on results of worlds largest poll on ethics. Over 100,000 of our customers/members responded to the poll
  10. 10. Food Ethical Policy Food quality, diet and health Consumers should have access to high quality food that is produced and offered in a way that they can trust. We committed to: • continue to be the UK‟s leading retailer in the removal of substances of concern, particularly additives and pesticides (98%) • ensure that our food range includes an increasing proportion of healthy offerings (98%) • continue to ensure that own-brand products carry clear and honest labelling (99%) • continue to support the development of progressive standards, e.g. traffic light labelling, Fairtrade, Humane Cosmetics Standard, and Freedom Food (97%)
  11. 11. Ethical Operating Plan Ground breaking Ethical Operating Plan launched in 2011 The Co-operative Food‟s diet and health strategy is a major area in the „Responsible Retailing‟ section in the Ethical Operating Plan. We committed have to: . Continuing to target salt, saturated fat and sugar reduction in key products. Ensuring a minimum of 30% of food promotions will be for healthy offerings. Ensuring the nutritional content of our Simply Value products are at least as good as standard equivalent lines, Ensuring our Good Life products are no more expensive than their standard equivalent Ensuring least 30% of own-brand food products that carry multiple traffic light labelling will be healthy We will encourage members to increase their consumption of fruit and vegetables through targeted incentives such as money off coupons.
  12. 12. Public Health Responsibility Deal (PHRD) Co-operative Group signed up to the PHRD at its launch in 2011 “Public health is everyone’s responsibility and there is a role for all of us, working in partnership, to tackle these challenges.” Andrew Lansley CBE MP, Secretary of State for Health, March 2011 •A new way of working •Voluntary approach rather than legislation •Recognition of industry achievements •Increased pace of change – „further, faster‟ than previous approaches
  13. 13. PHRD core commitments: • We recognise that we have a vital role to play in improving people‟s health • We will encourage and enable people to adopt a healthier diet • We will foster a culture of responsible drinking, which will help people to drink within guidelines • We will encourage and assist people to become more physically active • We will actively support our workforce to lead healthier lives
  14. 14. PHRD Food Pledges • Out of Home Calorie Labelling • Salt Reduction • Non use of Artificial Trans Fat • Calorie Reduction • Fruit and vegetables – increase consumption • Front of Pack Nutrition Labelling
  15. 15. Front of Pack Labelling 1995 - First retailer to commit to front of pack nutrition labelling 2006 - Adopted FSA traffic light scheme on pack 2010 - Implemented new FSA “hybrid scheme” 2013 - Rolled out new look hybrid traffic light as part of the Department of Health's front of pack nutrition scheme 15
  16. 16. Green Dot Campaign Green dot on packaging to highlight the healthier choice Nutrition messages in green dot based on approved nutrition claims and supporting Department of Health strategic objectives No red Traffic light Used across all tiers of products value, standard and premium
  17. 17. Good life All products in The Co-operative Good Life Range comply with strict nutritional criteria and either: Contain 3% or less fat, and are calorie and salt controlled or They have at least 50% less fat, salt or sugar than standard products. or Positive nutritional qualities such as containing one or more „5 a day‟ portions or high fibre
  18. 18. Free From Aim to offer key alternatives for those with intolerances - bread, cereal, pasta and biscuits Wholefoods • Natural, wholesome foods - dried fruit, nuts, seeds, beans, cereals and grains • Minimal added ingredients - no added salt, sugar, artificial flavours or colours • All carry a nutrition claim in a green dot
  19. 19. Communication In-store till screen In- store radio Websites Staff magazines Customer magazines Leaflets
  20. 20. Incentives Motivate positive behavior change through: Affordable prices Value deals & ongoing promotions Money off coupons Great healthy, easy to make recipes Lifestyle hints and tips
  21. 21. Inspiring Young People to make Healthy Options Farm to Fork The Co-operative‟s From Farm to Fork programme commissioned to better understand the impact and benefits the programme can and does have: 63% of children say they would try more fruit and beg after a visit However - 21% of children's first guess of where potatoes come from was trees!
  22. 22. Co-operative Academies – promoting Healthy lifestyles
  23. 23. Any questions?