Celiac Disease – What Food Processors Need to Know

1. Celiac Disease – What Food Processors Need to Know Don Briggs President of the Edmonton Chapter of the Canadian Celiac Association February 21st, 2012

2. Overview 1. Introducing the Canadian Celiac Association 2. Celiac Disease, Gluten Sensitivity and the Halo Group 3. Gluten Free Certification Program 4. What do Celiacs Want

3. The Canadian Celiac Association The Canadian Celiac Association is the national voice for people who are adversely affected by gluten, and is dedicated to improving diagnosis and their quality of life

4. Canadian Celiac Association Vision The Gluten Problem -Found -Treated -Cured

5. Canadian Celiac Association Overview • Registered Charity • 29 chapters across Canada • ~7000 members • A patient centric organization • Strong professional advisory board

6. Canadian Celiac Association Value Proposition • Leadership • Information • Awareness • Advocacy • Advice • Expertise • Research • Support • Linkage

7. Celiac Disease, Gluten Sensitivity and People Impacted What is Celiac Disease (CD)? • Hereditary Autoimmune Disease • Triggered by the presence of gluten, immune system attacks lining of the small intestine affecting absorption of nutrients • Can occur an any age – external ‘stressor’ triggers immune system • Leads to malnutrition and many associated conditions (aenemia, osteoporosis, metabolic deficiencies, neurological effects, cancer)

8. What is Gluten? • Storage protein in grains (wheat, rye, barley, oats, & variants) • Unique peptide sequence causes the reaction • An important component of food processing

9. The Gluten Free Diet http://www.calgaryceliac.com/awareness/Diet_Guidelines2010.pdf

10. What Should a Celiac do? • Consult a dietitian • Education • Life long adherence to a gluten free diet • Identify and treat nutritional deficiencies • Access and participate in local support groups • Continuous and regular follow up

11. What Happens When a Celiac is “Glutenized” • Accidental gluten ingestion does NOT cause profound anaphylaxis like peanut/nut allergies • Many people have • Intestinal symptoms • Delayed symptoms • No symptoms but still have intestinal damage which can lead to other illness

12. Preventing Cross Contamination http://www.calgaryceliac.com/awareness/Contamination4.pdf

13. Why the Gluten-Free Market Will Grow • Awareness and Diagnosis are on the rise • ‘Gluten-free’ claims are regulated under the foods for special dietary use’ in Canada; soon to be regulated in the US • As demand for GF foods rises manufacturers will be pressured to identify & quantify gluten content on labels. • More GF products will be available—and more widely available • Food service industry will follow suit, making GF menu options available

14. Three Factors Required for Market Growth Awareness of CD and GS must rise  Screening tests must become more widely used  More accurate food labeling is essential

15. Gluten Free Certification Program Objectives • Help Canadian consumers make clear and informed safe food choices in stores and restaurants • Increase ease of access to, and identification of, Gluten free foods • Broaden the scope of Gluten free foods available • retailers • Manufacturers/suppliers • Food service and restaurants • Farmers • Be trusted by medical doctors and other health practitioners to confidently direct their patients to purchase Gluten free foods certified under the GFCP

16. GFCP objectives • Be THE trusted mark for consumers seeking gluten free products • Increase awareness of the CCA and the services that it provides as the owner of the GFCP • Provide value for companies investing in GFCP recognized facilities and certified products to better reach those who need their Gluten free products

17. Gluten Free Certification Program (GFCP) Steps • Obtain CFCP information package • Complete and submit pre-application package • Formal request for GFCP facility recognition and certification • GFCP facility recognition and certification license issued 5. Annual evaluation for a recognized facility and certification license

18. Gluten Free Certification Program (GFCP) GFCP Strategies Cut through the clutter Position GFCP as a credible source for information and SUPPORT Promote “informed choice” through the GFCP logo Create opportunities for partnership and collaboration between interested not-for-profits and corporations

19. Scope of the Business Opportunity • Skyrocketing demand means GF aisles making easier reach to target this growing demographic • Estimated 1 in 10 Canadians have some degree of Gluten sensitivity and could benefit from GF foods • Big opportunities lie in snack, soup, salad dressing, deli meats, breads, crackers, pizza and pasta

20. Unique Credible Message (logo) MUST BE • Easy for consumers to spot • Easy to understand • Conforming to current labeling regulations

21. What do Celiacs Miss? • Labeling • Restaurants • Foods • Nutritious

22. Costs

23. How to Market GF foods • Newsletter – national and local chapters • Product person in each chapter • GF publications • Taste testing in local stores specializing in special diets • Celiac markets – local by chapter • Ads in Celiac circular/newsletters • Ads in GF publications • TV ads