Food Industry Group Annual Report 2009/ 2010

18 Jun 2010

Food Industry Group
Annual Report 2009/ 2010

 

The Food Industry Group (FIG)

The Food Industry Group is a collective of food sector businesses  and associated industries  concerned about the issue of obesity in New Zealand, and committed to doing its part to help find practical solutions.

FIG arose from the Food Industry Accord signed five years ago. FIG oversees the implementation of this Accord that has worked to increase children’s exposure to products compatible with a balanced diet and active, healthy lifestyle and reduced their exposure to advertising of HFSS (high fat, salt and sugar) foods.

FIG acts as a catalyst and facilitator for members to help indentify industry initiatives which can make a positive difference to the health of New Zealanders. It works alongside the Ministry of Health, NGOs and other stakeholders.

Members of FIG belong to the New Zealand Food and Grocery Council (FGC), the Association of New Zealand Advertisers (ANZA), the Communication Agencies of New Zealand (CAANZ) and the Television Broadcasters Council (TBC) as well as a range of other media members.  

FIG in 2009/2010
The level of activity among FIG members remains high, creating ongoing momentum in a number of important areas.

Industry initiatives
 A host of case studies on the FIG website (www.fig.org.nz/articles-categories.php) outline the achievements of a range of food companies, retail outlets, and fast food businesses. These include:
• Reformulations of products to reduce salt, sugar and fat or to increase fibre and other healthy ingredients
• Campaigns to educate consumers about the options available, nutrition content of foods, and making healthy lifestyle choices
• Responsible marketing and advertising policies to reduce advertising to children and support parents in their role as decision makers.
Listing all of the work done by FIG members is not possible, but these successful and high profile projects are worth noting:
• Eatwise and Exercise campaign, which FIG has supported since early discussions about the opportunity to combine advertising and the retail environment to make a positive difference.   Foodstuffs supermarkets has used television, point of sale and other marketing media to reach around 75% of household shoppers who have children.
• McDonald’s partnership with Weight Watchers to provide a range of lunch menu combinations suitable for the many thousands of New Zealanders following the Weight Watchers programme, was another example of a pragmatic approach to providing choices.
• The Fruit and Vegetable Pak and Save initiative, including cooking demonstrations and in-store activity was launched in April 2009, carried the 5+ADay message and worked with community groups.

Self-regulation
Self-regulation is a cornerstone of the Food Accord, and guiding principal of FIG. In the last year FIG members have been actively involved in the Advertising Standards Authority reviews of the Food and Children’s advertising codes. Working alongside government, NGOs and various stakeholders, FIG has represented its members and their commitment to a high degree of social responsibility in the area of advertising food to children.  This twelve month process has culminated in the new Children’s Advertising Code.
The Television Broadcasters Council also began a review of its “Getting it Right for Children” advertising policy, which controls the quantity of food-related advertisements during children’s television programming. The results of this review will be launched later in 2010.

Communications
Communications and liaison with key stakeholders remained a priority over the last year, with the introduction of FIG NewsBites, a monthly email newsletter providing information from New Zealand and around the world about campaigns, research and initiatives to help address obesity.
FIG also remains committed to balancing the debate on what members sometimes consider to be radical views from lobby groups on the issues of obesity. This is done through interviews, media commentary and media releases.
FIG also provided briefing papers for relevant government departments, including a background paper in the lead up to the World Health Organisation meeting about Marketing of Foods and Non-Alcoholic Beverages to Children early in 2010.
Recognising the achievements of those working in the food sector is a valuable way to encourage more work in this area. The CAANZ Advertising Effectiveness Award for Healthy Eating Active Lifestyles, now in its third year, provides the opportunity to do just that. Sponsored by the Ministry of Health, in 2009 a bronze Effie was awarded to agency DDB for their work on MacDonald’s ‘My greatest feat’ campaign.
 

Conclusion
The 2009/2010 year saw FIG’s momentum continuing through the work of scores of member companies and organisations.
The Ministry of Health’s Portrait of Health report has stated that the childhood obesity trend levelled off in the 5 year period to 2007.
While this is encouraging, FIG and its members know that the challenges remain and work must continue to ensure those involved in the food industry make a positive contribution towards addressing the issue of obesity in New Zealand.