Nutrition and Health Foundation Annual Review 2005

Transcription

1 nutrition & health foundation nutrition & health foundation Nutrition & Health Foundation Confederation House 84/86 Lower Baggot Street Dublin 2 Nutrition and Health Foundation Annual Review 2005 Telephone: Facsimile: Website: Promoting a Healthy Ireland

2 1 1Chairman s Statement 2005 was an excellent year for the Nutrition & Health Foundation. Following a successful launch in January, an enormous amount of progress has been made. The Foundation was established on the basis of partnership with all interested and relevant stakeholders and using this multi-stakeholder approach, a detailed strategy and work plan was developed at the beginning of About Us In January 2005, Food and Drink Industry Ireland launched the Nutrition & Health Foundation (NHF), an industry-led body that provides consumers with evidence-based information on nutrition and physical activity, to enable them to make informed lifestyle choices. It is an innovative multi-stakeholder approach to addressing the health challenges of our nation, bringing together industry, government, scientists, health professionals and other relevant stakeholders. At present, 30 of the leading Irish Food and Drink companies support the work of the work of the NHF, both financially and in terms of time given at top executive level. Our Mission The Nutrition & Health Foundation aims to put the consumer at the heart of its mission. Our principal objective is to promote a healthier Ireland through the establishment of synergies between the industry, internationally recognised scientists, key health professionals, government and its agencies and the consumer. Our communication to the consumer promotes the message that a balance between adequate physical activity and good nutrition is essential to the maintenance of a healthy lifestyle. The NHF firmly believes that in order to make a real difference to Irish society, all relevant stakeholders must work together in partnership to promote this message. One of the core beliefs of the NHF is that in order to promote healthy lifestyles, equal emphasis must be placed on the importance of good diet and adequate physical activity. Many public health strategies focus on providing advice and information on either nutrition or physical activity. However, the NHF strives to promote the dual message that healthy lifestyle must include both of these elements. One of the first projects undertaken by the NHF was a detailed piece of consumer research, which aimed to find out exactly what the Irish consumer needs to make effective and positive changes to their lifestyle. The results of this Health & Lifestyle research were launched in September 2005 and revealed some interesting insights into the mind of the Irish consumer. The results of this research are now used by the NHF to direct future strategy and the development of new initiatives. Perhaps the most significant project undertaken and launched by the NHF in 2005 was the Workplace Wellbeing Programme (WWP). Taking advantage of several learnings gained from the Health and Lifestyle research, the WWP promotes the adoption of healthy lifestyles through the workplace, using a unique peer-led motivation strategy. Our work plan for 2006 involves a number of initiatives that aim to continue the work undertaken by the Foundation in 2005 and to develop new ways of reaching the consumer with the message that a healthy lifestyle is something that everyone should aspire to. In addition, the NHF will continue to strengthen its links and expand involvement with key stakeholders to reinforce their partnership approach to tackling obesity and other important health issues for the Irish consumer. Professor Charlie Daly University College Cork.

3 2 2 Committee 2005 Highlights Structure and Stakeholder 3Involvement 3 Working in partnership with all of the stakeholders involved in the NHF, a number of key initiatives were launched during These events marked the culmination of a substantial amount of behind-the-scenes work for the NHF committees. The NHF is governed under the following committee structure. Numerous stakeholders, with an interest in promoting healthy lifestyles to the Irish consumer, participate in partnership through the NHF s various committees. I welcome the establishment of the Nutrition and Health Foundation, as I believe it will prove to be a force for positive change 1. Launch/establishment of NHF The NHF was formally launched on 6th January 2006 by Minister for Agriculture & Food, Mary Coughlan, T.D. NHF Executive Board NHF Council Minister for Agriculture and Food, Mart Coughlan, T.D. A national consumer survey has shown most Irish people lack the time and motivation to adopt healthier lifestyles and, despite rising obesity levels and falling levels of physical exercise, many are in denial about being personally unhealthy Mary Carolan, Irish Times, 14th September Publishing of Health & Lifestyle Research This report summarises the results of an in-depth piece of qualitative and quantitative consumer research, which was conducted by TNS/MRBI on behalf of the NHF. 3. Launch of WWP Addressing the issue of health in the workplace, the Workplace Wellbeing Programme was formally launched by journalist and presenter, George Hook, on 13th September 2005 Expert panel Communications & Education Committee Stakeholder Involvement The following important stakeholders participate directly with the NHF through its sub-committees. Irish Universities Nutrition Alliance (IUNA) Exercise & Sports Science Association of Ireland (ESSAI) Safefood The Food Safety Promotions Board Bord Bia Bord Iascaigh Mhara The NHF has also maintained a relationship with the Department of Agriculture & Food in 2005, whereby a flow of relevant information has been exchanged between both parties. One of the key priorities for the NHF in 2006 is the establishment of formal links with relevant government departments and other key stakeholders, who have an interest in nutrition and health. Scientific & Advisory Committee Ways of Working All participating stakeholders have an opportunity to participate in partnership towards the development of the NHF s strategy and work plan The NHF does not speak on behalf of or defend the food industry. Similarly, it does not lobby on behalf of the food industry The NHF endeavours at all times to ensure that their messages compliment those of government and other relevant stakeholders

4 4 5 Committee Structure and Stakeholder 3Involvement Committee Structure and Stakeholder 3Involvement The NHF is directed by four key committees; the NHF Council, the NHF Executive Board (EB), the Scientific Advisory Committee (SAC) and the Communications & Education Committee (C&EC). Each of these committees meet regularly to develop strategy and to drive the completion of the NHF s projects and initiatives. NHF Council NHF Executive Board NHF Scientific Advisory Committee NHF Communicaitons & Education Committee The NHF Council is chaired by Professor Charlie Daly, University College Cork. It is the ultimate decision-making body of the NHF and decides upon overall strategic direction. Professor Charles Daly Professor Charles Daly completed his tenures as Head of the Department of Food and Nutritional Sciences and Dean of the Faculty of Food Science and Technology at University College, Cork (UCC) in September He holds BSc and MSc (Dairying) degrees from UCC and a PhD in Food Microbiology from Oregon State University. He has received national and international awards for his research in food microbiology and has served as the Danone Foundation Visiting Professor at the Vrije University of Brussels and as the Dutch Dairy Foundation Visiting Professor at the University of Wageningen, The Netherlands. He is the Vice Chairman of the Advisory Board of safe food, the Food Safety Promotion Board and a member of the board of the Food Safety Authority of Ireland. The NHF Executive Board (EB) is chaired by Peter Harding, General Manager for GlaxoSmithKline Consumer Healthcare Ireland. It is a sub-set or working group of the NHF Council, which meets more frequently than the Council to progress and develop issues/projects. The EB reports directly to the Council. Peter Harding Peter Harding is Vice President and General Manager for GlaxoSmithKline Consumer Healthcare Ireland and holds an MA from Durham University. He serves on the Beverage Council of Ireland and is a board member of the Barretstown Gang Camp children's charity. He takes a keen interest in active lifestyles - he has four young boys and competes regularly in ironman triathlons! The NHF Scientific Advisory Committee (SAC) is chaired by Professor Mike Gibney, Trinity College Dublin. The SAC is responsible for ensuring that all of the messages communicated by the NHF are scientifically validated and evidence-based. The SAC reports directly to the Executive Board. Michael Gibney, M Agr Sc, MA, Ph D Michael Gibney, M Agr Sc, MA, Ph D, is Professor of Nutrition in the Department of Clinical Medicine at Trinity College Medical School and a Fellow of Trinity College, Dublin (TCD). He was Dean of Research for TCD from 2001 to Professor Gibney is former President of the Nutrition Society and is Director of the Institute of European Food Studies at TCD. He served on the EU Scientific Committee for Food from 1985 to 1997 and then chaired the BSE working group as a Member of the Scientific Steering Committee of the EU from 1997 to He is a member of the board of the Food Safety Authority of Ireland. His research interests lie in metabolic and molecular nutrition, in public health nutrition and in probabilistic risk analysis. He is presently the coordinator of a major EU funded research project on the metabolic syndrome ( Professor Gibney was awarded the British Nutrition Foundation Prize in The NHF Communications & Education Committee (C&EC) is chaired by Catherine Bent, Masterfoods. The C&EC is responsible for communicating the messages of the NHF to consumers, the media and other relevant stakeholders. The C&EC reports directly to the Executive Board Catherine Bent Catherine Bent is a graduate of Trinity College & the Dublin Institute of Technology. She was the Marketing Director at Masterfoods Ireland and on its Management Team for many years. Prior to that she had experience in various Computer, Electrical & Irish FMCG Industries. Since the later part of 2003, Catherine has been running her own Marketing, & Public Affairs Consultancy, CB Consultancy. On behalf of Masterfoods, Catherine is a member of the Nutrition and Health Foundation Council and Chairs the NHF Communications and Education Committee. She is a non executive director of the Mater Private Hospital, Trulife International Group and Coolmine Therapeutic Community. She also lectures in the Irish Management Institute, Dublin City University & the Dublin Institute of Technology.

5 6 7 5Key Events in Key Events in 2005 NHF Launch 6th January 2005 The NHF Communications & Education Committee (C&EC) is chaired by Catherine Bent, Masterfoods. The C&EC is responsible for communicating the messages of the NHF to consumers, the media and other relevant stakeholders. The C&EC reports directly to the Executive Board At the launch, Minister Coughlan voiced strong support for the NHF, commenting that the Food Industry has shown willingness to play its part in promoting a health-conscious culture in Irish society. Minister Coughlan also stated I welcome the establishment of the Nutrition and Health Foundation, as I believe it will prove to be a force for positive change influencing people by the provision of authoritative consumer information, education and research. Representing the NHF at the launch were Prof. Mike Gibney, TCD and Ciaran Fitzgerald, IBEC. Media coverage of the launch itself was broad and included radio and TV news bulletins as well as national press. The tone of the coverage was positive with a broad support for the approach of providing evidence-based scientific information to consumers to help them lead healthier lifestyles. Partnership has proved a successful model in Ireland in many fields of endeavour. From left: Ciaran Fitzgerald, Minister Coughlan, Louise Sullivan and Mike Gibney Partnership between all the stakeholders in this Foundation will, I believe, be the key to its ability to face down this challenge, and I welcome this opportunity to wish everyone associated with this project every success. Minister Coughlan, NHF Launch, 6th January 2005

6 Projects Projects To date, two distinct projects have been undertaken and completed by the NHF; Health & Lifestyle Research 2005 Workplace Wellbeing Programme The main reasons why people don t get enough exercise are lack of time (50%) and lack of motivation (47%). Consumer Research Health & Lifestyle Research 2005 In February 2005, the NHF engaged TNS/MRBI to conduct a detailed programme of attitudinal research, aimed at identifying the information the public needs to help them achieve a healthier lifestyle. The research included both qualitative and quantitative phases. The results of this research will were launched in September 2005, generating significant public interest. Some of the key findings included: 1. Consumer denial While most consumers agree that Irish people are less healthy now compared to 20 years ago, only 11% were prepared to admit that they themselves were unhealthy. 2. Lack of motivation and time prevents consumers from leading healthier lifestyles. 3. People appear to be under increasing pressure from busy lifestyles. 4. Most people appear to understand the components of a healthy balanced diet, but do not always put the information they know into practice. 5. GPs were the number one source of information for consumers with respect to healthy lifestyle The NHF committees have used the knowledge gained from the consumer research to identify key activities and initiatives in the area of nutrition information and physical activity promotion that should be prioritised for implementation. These activities will form part of the NHF s work plan for 2006 and beyond. Taking this evidencebased approach ensures that any initiatives undertaken by the NHF are based on a real and validated need. The consumer research results will also direct the NHF towards areas that require further research in the future. Pictured at the launch of the NHF s Workplace Wellbeing Programme were (left to right): George Hook Diceman character Carmen Miranda Tyrone GAA footballer, Stephen O Neill 47% of people identified GPs as a key source of information on healthy lifestyle.

7 Projects Projects 11 Over two thirds of people do not feel that their workplace encourages physical activity. (NHF Research, 2005) Lack of motivation & time are the primary reasons why people do not adopt a healthier lifestyle. Workplace Wellbeing Programme Launched in September 2005, the Workplace Wellbeing Programme (WWP) represents the most significant piece of work undertaken and completed by the NHF during its first year. The WWP is a sophisticated package, aimed at improving the health and wellbeing of staff by motivating behavioural change. Created by leading experts in their field, the programme encompasses information on both nutrition and physical activity, which promotes the NHF s dual message that both healthy eating and active lifestyle are required for health. Integral to the programme is the use of Company Co-ordinations, who are selected by their organisation to implement the programme. Each co-ordinator is responsible for up to 50 colleagues. Following comprehensive training, which is provided by the NHF, each co-ordinator is charged with the roll-out of the programme in their organisaiton. The pilot phase of the project was conducted between July and September 2005 in the following companies; IBEC, Bord Bia, Cadbury, Supervalue, Euroscreen and Horizon. Feedback from these organisations provided important direction for the improvement and further development of the WWP prior to its official launch. As part of the NHF s 2006 work plan, further investment in the WWP will be made, including the recruitment of the Business Development Manager, who will be responsible for ensuring that as many companies/organisaitons as possible adopt the WWP. The majority of workers say that if their employer offered a healthy lifestyle programme, they would participate in it. (NHF Research, 2005) 35% of workers describe their job as non-physical, 40% as light physical and only 21% as heavy physical. (NHF Research, 2005)

8 Strategy & Work Plan Summary The NHF strategy to focus on (1) Communication, (2) Education and (3) Research, was set in place in 2004, with a broad work plan, covering 2005 and beyond agreed in April Towards the end of 2005, a new strategy and work plan was developed by the NHF committees to extend the work completed in 2005 and to develop new initiatives. The partnership approach taken by the NHF addresses several of the recommendations made in the final report of the National Taskforce on Obesity. The public sector, the private sector and the community and voluntary sectors should work in partnership to promote healthy eating and active living in order to address overweight/obesity. (High-level goal #3, Obesity; The Policy Challenges. Report of the National Taskforce on Obesity, 2005) Initiatives such as these [the NHF] could be the best chance food companies have of keeping an increasingly cynical public onside. Douglas Dalby, Sunday Times, 24th April The 2006 work plan includes the following elements: 1. Continued investment in the promotion and roll-out of the Workplace Wellbeing Programme. 2. The development of an initiative which would support GPs and/or practice nurses in the provision of consistent science-based information on healthy lifestyle to their patients. 3. Development and launch of a media strategy, which would promote the work and the messages of the NHF. 4. Investment in scientific research, which supports the overall strategy of the NHF and is likely to yield publishable results. Through their participation and support for the NHF, food and drink companies have shown that they are willing to be part of the solution to obesity and other serious health issues for Ireland. Other stakeholders, which have participated in the NHF during 2005 have also shown their willingness to act in partnership with the food industry in the interest of public health. Particular thanks must be given to these organisations for their progressive attitude towards partnership. DG-Sanco (Directorate General for Health and Consumer Protection) in Brussels is aware of the NHF and supports the principle of its multi-stakeholder strategy. The NHF strategy for 2006 will include a drive to increase participation by the food & drink industry in the NHF and to establish further links with key stakeholders in the area of health, nutrition and physical activity. I note the desire of the food industry to play a responsible role as reflected for example in the initiative by IBEC to establish the Nutrition and Health Foundation. An Taoiseach, Bertie Ahearn, T.D. Launch of the report of the National Taskforce on Obesity.