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October 2012

FDII Presentation to Joint Oireachtas Committee on Health and Children – P aul Kelly, Director & Shane Dempsey, Head of Consumer Foods, FDII. October 2012. The Irish Agri-food sector. 1 in 8 jobs in the Irish economy are dependent on the sector

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October 2012

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  1. FDII Presentation to Joint Oireachtas Committee on Health and Children – Paul Kelly, Director & Shane Dempsey, Head of Consumer Foods, FDII October 2012

  2. The Irish Agri-food sector 1 in 8 jobs in the Irish economy are dependent on the sector Employs 50,000 directly, 60,000 indirectly and support 120,000 farming families 690 enterprises (94% are SMEs) Supplies the majority of Ireland’s €14bn grocery sector €9bn exports in 2011, target of €12bn by 2020 2/3 of indigenous exports €11.5bn purchases in the domestic economy Purchases 90% of Ireland’s agricultural output brand and reputation are key to our past and future success – must be protected

  3. Food industry’s Commitment Food industry takes its responsibility seriously Reformulation (80% of members) Increasing choice/options for consumers Nutrition information on pack: GDAs Compliance marketing and advertising codes guidelines Funding healthy initiatives Engaging with state agencies and EU bodies such as the EU Platform

  4. Reformulation efforts A survey carried out by FDII in 2012 into member’s reformulation and choice initiatives over the last three years showed: - 82% of respondents had reformulated their products - 76% had reduced salt in their products - 50% had reduced saturated fat in their product - 58% had reduced sugar in their products - 60% launched ‘alternative’ products - 83% of companies advertise these ‘alternative’ products - 68% have portions size information on their products - 46% have introduced reduced portion versions of their products - FSAI reported that trans fats levels within the population are within dietary guidelines

  5. Solving obesity requires a ‘whole of society’ response FDII is asking Government to build a collaborative platform with industry to address this issue - Livewell Project We believe that working together all stakeholders make a bigger impact in reducing obesity Food companies have a strong track record in taking individual and collective actions in the health area eg salt reduction Requests that obesity related policies are evidence-based, part of a holistic response and do not damage the food sector or disproportionately target particular categories IUNA data should from the basis of future solution

  6. Livewell Initiative: Pillars

  7. Solutions: What the experts say Childhood obesity is a hugely complex multi-faceted problem that requires a ‘whole of society’ response “The scale of the challenge to prevent obesity is magnified by the complex nature of the condition. The multiplicity of causes of obesity argues against a dependence on fragmented solutions to address the issue; and too heavy a focus on one part of the obesity system – on one population group, for example – is not likely to bring about the scale of change required.” –Foresight Report, 2008 John Dalli Member of the European Commission, responsible for Health and Consumer Policy: None of us, however, is able to reverse the obesity trend in isolation. We need to work together: policy makers, educators, universities, healthcare professionals, civil society, and industry. Developing effective partnerships is key. It’s important to work with industry to tackle obesity/need for an integrative solution to the problem with the Government, industry and individuals having a role – Professor Donal O’Shea

  8. Obesity Map

  9. Factors affecting obesity at individual level

  10. Principles of a solution The following principles are consistently advocated by experts including many who have attended this committee: - Strategy for societal response required - Harnessing all stakeholders - Industry is an effective partner but can’t operate as a scapegoat - Interventions should be long-term and sustained - Targeted at ‘risk’ groups - Broad national policies can increase inequality - For childhood obesity, early interventions aimed at prevention are key - physical activity has a major role to play - information and education are key

  11. Reformulation case study: Salt Reduction • Food companies are constantly reformulating products based on scientific advice, in addition to increase ranges and portion sizes of products for consumers • In 2004, FSAI and FDII began work on salt-reduction initiatives across the industry • Some average reductions:

  12. GDAs

  13. Industry’s Positive Initiatives: GDA Labelling • Since 2006, FDII involved in initiative to place GDAs on labelling and spent €400K in 2008/9 on public awareness • FSAI survey 2009 showed consumers preferred GDA • Penetration 95% own brand, 83% on branded goods

  14. Food Advertising/Marketing to Children • Steps taken to reduce ‘exposure’ voluntarily – exposure during children’s programmes on Irish TV from 36% to 7% • Over 98% compliance with existing BAI and ASAI guidelines and internal codes • Many FDII members are committed to the EU advertising pledge – Ireland has nearly 100% compliance across media • FDII engaging with BAI to try to create an advertising model that is suitable the Irish population’s health profile

  15. Vending Machines • There are no vending machines in primary schools • Established guidelines for vending machines in secondary schools in 2005 • All relevant FDII members compliant with guidelines • Installation of vending machines and product-mix are school-led • Members consult with school management in stocking products • Majority of schools stocked by 3rd party vendors

  16. Taxation: Affects wealth not health • Taxation is regressive • Marginal impacts on diets (Tiffin 2012) • Food taxation rejected in Denmark and Italy • Ireland has high rate of tax on soft drinks: VAT 23% • Contribution of soft drinks to calorie intake is 2-3% • 60% of Irish population don’t consume soft drinks • Measure will be viewed as a ‘stealth tax’ • Unproven in reducing obesity

  17. Summary FDII respectfully requests that this committee: - recommends that Government leads a whole of society approach to childhood obesity - engages with industry’s proposed Livewell Project as part of this response - avoids policies that are not evidence-based and target food companies Education and information must be the basis for policy interventions Irish food companies are ready to play their part

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