Nothing new about Food Labels!!

1. 3rd Global Oil & Fats ForumAmerican Palm Oil CouncilOctober 2003The New Canadian Food Label on Packaged Foods A Canadian Consumer UpdateSusan RobertsNational Project Co-ordinator Healthy Eating is in Store for you™

2. Nothing new about Food Labels!! • London Daily telegraph July 16 2002 • “Archeologists have discovered one of the earliest examples of the marketing man’s craft on a label on jar of Roman fish past.. First century ‘tunny fish’ relish shipped from Spain to a fort on the northernmost edge of the Roman empire – ‘excellent’ and ‘top quality’ are still clearly visible on the clay label

3. Presentation Summary • 1. Canada new label laws - They are Here!! • 2. What they say – The changes • 2. Education program - Making a Difference • 3. Consumer feedback – Seems to be working

4. Hear ye Hear ye!The Gazette 2 is out!Health Canada Regulations for nutrition information on the packaged food labelPublished January 1, 2003web location http://canadagazette.gc.ca/partII/2003/20030101/html/sor11-e.html

5. THE Health Canada KEY MESSAGES • Easier to find, Easier to read, on more foods. 2. Use Nutrition Facts, list of ingredients and nutrition claims to make informed food choices. 3. Nutrition Facts are based on a specific amount of food - compare this to the amount you eat. 4. Use % Daily Value to see if a food has a lot or a little of a nutrient.

6. Health Canada Nutrition labelling Toolkit www.healthcanad.ca/nutrtionlabelling

7. The Label – Calories & 13 nutrientsnow mandatory was voluntary‘note trans and sats’ fats

8. Serving size • the specific amount of food listed under the “Nutrition Facts” title • all nutrient information is based on this amount of food • listed in common measures you use at home

9. % Daily Value

10. Use % Daily Value to see if a food has a lot or a little of a nutrient • The actual numbers can be confusing, for example: • 2 mg of iron seems small but it is 15 % of the Daily Value for iron • 110 mg of sodium seems large but it is only 5 % of the Daily Value for sodium • % Daily Value makes it easy to see if there is a lot or a little of a nutrient without having to do any math.

11. The CDN RequirementsBased on a 2000 calorie diet Calories NA Fat (g) 65 g Saturated fat and trans fat (g) 20 g Cholesterol (mg) 300 mg Sodium (mg) 2400 mg Carbohydrate (g) 300 mg Fibre (g) 25 g Sugars (g) NA Protein (g) NA Vitamin A (RE) 1000RE Vitamin C (mg) 60 mg Calcium (mg) 1100 mg Iron (mg) 14 mg

12. List of ingredients • all of the ingredients for a food are listed by weight, from the most to the least (the ingredient that is in the largest amount is listed first) • is present on pre-packaged foods • is a source of allergy information • is a source of certain nutrient information

13. Nutrition claims – Nutrient and Health claims • regulated statements made when a food meets certain criteria • optional, so may be found only on some food products • often on the front of food packages • a quick and easy way to get information about a food

14. Nutrient claims Decrease the amount of certain nutrients

15. Nutrient claims Increase the amount of certain nutrients

16. Nutrient claims and SFA • Free of SFA <.2g SFA and <.2g trans • Low in SFA 2g or less of SFA and trans • Reduced in SFA 25% less SFA than origin • Lower in SFA 25% less SFA and the content of trans is not higher

17. Nutrient Claims - Trans Fat • Free of trans <.2g trans • Reduced in trans 25% less trans origin • Lower in trans 25% less trans and the SFA is not higher

18. Health Claims Health claims describe a relationship between a food or a nutrient and a health condition and are restricted to these four health conditions: • Heart disease • Certain types of cancer • Osteoporosis • High blood pressure Claims relating to dental caries/cavities may also appear on foods such as sugar-free gum/candies.

19. Example Nutrition Claim (health and nutrient claim) “A healthy diet low in saturated and trans fats may reduce the risk of heart disease. (Naming the food) is free of saturated and trans fats.”

20. Healthy Eating is in Store for YouTMHESY for short! • Co-sponsored by Dietitians of Canada and Canadian Diabetes Association • Made possible through the Health Canada National Diabetes Strategy.

21. Project Objectives • Consumers will develop and/or enhance label reading knowledge and skills • Consumers will apply knowledge to select healthy food choices • DC and CDA recognized as trusted sources of labelling information

22. Healthy Eating is in Store for You™ in other words.. In an enabling environment the HESY resources will assist consumers in making healthy food choices through better use of the nutrition information on the NEW food label on packaged foods.

23. HESY Target Audience • Adult women with families • Low income Canadians and those with low literacy • Seniors on limited and fixed incomes • Those with or at risk for type 2 diabetes • Intermediary targets: community health educators (CHE), manufacturers, grocery retailers

24. HESY Features • Web enabled • Community based and/or point of purchase • Useful for those with literacy challenges • Teach application of knowledge • Available in French & English • Comprehensive evaluation

25. OVERVIEW HESY Educational Resources

26. FIVE Project Outputs • Environmental Scan • A web site which includes: • Interactive Inventory • Virtual Grocery Store and more • Resource Kit • Retailer focused document

27. ENVIRONMENTAL SCANcompleted February 2002 A Search for resources/ information on nutrition labelling (US, Canada, UK, France, Australia, New Zealand and Japan). The findings: • Very little evaluation, limited creativity • Limited use of Internet as a learning and teachingmedium, most web enabled resources had high to very highliteracy level. • Informed the HESY project development

28. Development process • Environmental Scan and Canadian consumer data • Creative development team • Resources and web site Sub-committee • Advisory Committee • Focus testing • Final resources

29. Web Sitewww.healthyeatingisinstore.ca

30. OVERVIEW HESY Resource Kitdownload fromwww.healthyeatingisinstore.ca

31. Materials galore! Consumer materials • 6 Fact Sheets • 4 FAQ Sheets • 8 Activity Sheets • Consumer brochure Instructor materials • Instructor’s Guide • Advertising flyer • Overview flyer • Overview PowerPoint presentation

32. Instructor’s Guide Instructor’s Guide Instructor’s Guide Module 1 (60 minutes) Introducing the nutrition information on food labels Module 2 (90 minutes) Reading the Nutrition Facts table Module supplement (diabetes) Additional resources for instructing people with diabetes

33. Instructor Sheets Ready-to-print overheads: 1. Learning outcomes 2. Look at the label 3. All about health claims 4. The Nutrition Facts table 5. The importance of nutrients 6. Get less or get more 7. Serving size 8. Grocery cart

34. Fact Sheets 6 Fact Sheets introduce consumers to: • Nutrients • Health claims • Nutrient content claims • Ingredient list • Nutrition Facts table • % Daily Value • Serving size

35. Activity Sheets 1. Figure out the Facts 2. Figure out the Facts (blank) 3. Compare foods using % Daily Value 4. Compare foods using % Daily Value (blank) 5. Serve it up or serve it down For people with diabetes: 6. Plan meals with carbohydrate in mind 7. Compare the facts for carbohydrate 8. Carbohydrate counter for serving size

36. FAQ Sheets 1. Nutrient content claims 2. Words to watch for (on the ingredient list) 3. The importance of nutrients For people with diabetes: 4. Sugar claims

37. Consumer Brochure Consumer brochure summarizes: • 3 parts of the label: Nutrition Facts table, claims, ingredient list • Reading the Nutrition Facts table

38. ADD VALUE THROUGH IN-STORE NUTRITION EDUCATION • Interviewed retailers and manufacturers • ‘Add Value’ promotes opportunities and benefits for grocery retail managers to partner with community health educators (including dietitians, diabetes educators and home economists). • Two releases – January 20, 2003 and April 2003 • The releases are available on the web site

39. OVERVIEWHESY Evaluation The Consumer Perspective

40. Add Value Through In-store Nutrition Education Survey showed…

41. Resource Kit Evaluation • Focus groups • Structured questionnaire • Results by target groups • Re-visit participants 6 months post- focus group

42. Focus Group Did we reach our target?

43. Focus Group Did we reach our target?

44. Focus Group - Did we reach our target?

45. DID THE RESOURCE KIT WORK?

46. Concepts Mean Health claims 4.0 Nutrient content claims Did the Resource Kit Work? 4.2 Ingredient list 4.7 Label and informed choice 4.7 Relation to CFGHE 3.8 Serving size = calories and nutrients 4.4 % DV comparison 4.2

47. Concept Mean Nutrition facts box and choices 4.7 Likelihood of using %DV 3.9 Likelihood of using nutrition information 4.5 What calories are 3.5

48. Label Reading Savvy • 86% felt important to review nutrition information before buying • 73% said nutrition information on food helped them make purchase decisions • 80% felt comfortable using labels to compare 2 products

49. How are we doing with the web based resources? • Web site on-line surveys on each web page • Web site has over 5,200 hits per day • Virtual Grocery Store is the most frequently visited and game scores are recorded and reported weekly • Second most frequently visited is What’s Happening?

50. HESYWhat to Expect on Evaluation • By February 2004 - Final Evaluation • Process Evaluation • Success of the partnership between DC and CDA • Satisfaction of the project’s 9 collaborators • Outcome Evaluation • effectiveness of the 5 outputs