PRESENTATION TO DAIRY FARMERS OF ONTARIO S 41 ST ANNUAL MEETING JANUARY 10, 2007 FAIRMONT ROYAL YORK HOTEL TORONTO, ONTARIO

Transcription

1 PRESENTATION TO DAIRY FARMERS OF ONTARIO S 41 ST ANNUAL MEETING JANUARY 10, 2007 FAIRMONT ROYAL YORK HOTEL TORONTO, ONTARIO PETER GOULD GENERAL MANAGER 1

2 PRESENTATION OVERVIEW in Review (i) Lab Services (ii) Branded Advertising (iii) Ethnic Markets (iv) Other Jurisdictions Ads (v) 1(c), 4(c) (vi) School Milk (vii) Rolling Ads 2. Canada Food Guide 2

3 (i) Lab Services New Model go to market e.g. tender for component and quality tests. The process has taken longer than DFO and ODC wanted. RFP (Request for Proposal) is ready awaiting OMAFRA approval. 3

4 (ii) Branded Advertising has generic advertising outlived its usefulness. in 2006, DFC leveraged producer dollars through joint promotions with Kellogg s, General Mills and Nabisco. DFC budgeted money to support launches of new products. level of support/allocation between branded and generic needs to be evaluated for 2008 and beyond. 4

5 (iii) Ethnic Markets a campaign targeted at the Chinese community in Metro Toronto was launched in the summer of 06. a lot has been learned about ethnic markets. immigrants from all major areas China, India, the Middle East, Central and South America traditionally consume dairy products levels are just below those for the rest of the population. DFO is evaluating the advertising for the Chinese market. 5

6 (iv) Other Jurisdictions Ads not acted on to date. will be part of development of the next fluid teen ads. could be considered for all campaigns. 6

7 (v) 1(c), 4(c) Pricing 1(c) was little used with high thresholds for qualification. it was argued the emphasis should be on innovation not new. P5 Supervisory Body accepted new criteria in September nine applications have already been approved and more are in the pipeline. 7

8 (vi) Rolling Billboard Milk s message goes on the road 8

9 Canada s Food Guide to Healthy Living the new Food Guide may come out any day. Concerns about the draft include: reduction in dairy servings for adult males and females 19 to 50 from 2-4 per day, to 2 per day. changing the recommendation from choose lower-fat dairy products to choose low-fat fluid milks e.g. excluding yogurt, cottage cheese, cheese, etc. having plant-based fortified beverages in the milk product category one, it s counter-intuitive; two, there is no way a vegetable beverage with Vitamins A, D and calcium is even close to being nutritionally equivalent to milk. there are foods that range from NUTRIENT DENSE to foods that are EMPTY CALORIES. in terms of nutrient density, e.g. level of nutrients/cal, no other foods come close to milk or dairy products. 9

10 Canada s Food Guide to Healthy Living (cont d ) Health Canada argued that to reflect the eating habits of all Canadians, vegetable-based beverages should be included in the milk product food group. now that they understand that Canadians of all origins consume dairy products in meaningful quantities, the rationale has changed. Health Canada is concerned about excess calories and excess fat. the Food Guide has very little to say about bad foods why?! 10

11 Canada s Food Guide to Healthy Living (cont d ) a single french fry has (almost) ONE GRAM OF FAT a donut has EIGHT TO TWENTY GRAMS OF FAT potato chips have TWENTY-SEVEN GRAMS OF FAT (per single serve bag) cookies have THREE GRAMS OF FAT per cookie A glass of 2% milk has five grams of fat a 175 ml yogurt made from 2% milk has three grams of fat. Fries, chips, cookies, donuts are for practical purposes, DEVOID of nutrients, empty calories! 11

12 Canada s Food Guide to Healthy Living (cont d ) based on published data, Canadians every man, woman and child consume 5.2 trillion calories in the form of pop (1.2), beer (1.0) and sugar (3.0) alone. that s about 24% of the average Canadian s required calorie intake (2000 cal/day). the Canada Food Guide says taste and enjoyment can also come from other foods and beverages that are not part of the four food groups are higher in fat or calories, so use them in moderation. 12

13 Canada s Food Guide to Healthy Living (cont d ) there is NO PROPORTION between what the Food Guide DOES/DOESN T SAY about high fat/high calorie foods that are devoid of essential nutrients AND the NUTRIENT DENSE calories obtained from dairy calories. if there is any desire to tackle the three epidemics, obesity, diabetes and heart disease and fourth, perhaps the most important, EATING TO PREVENT DISEASE, Health Canada needs a major re-think. it s not too late to let people know how frustrated you are and start the process of Canada getting in line with other developed and developing countries WHO RECOGNIZE THE BENEFITS OF MILK AND DAIRY PRODUCTS! 13