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nutrition & health foundation

Nutrition and Health FoundationAnnual Review 2005

nutrition & health foundation

Promoting a Healthy Ireland

Nutrition & Health FoundationConfederation House84/86 Lower Baggot StreetDublin 2

Telephone: +353 1 6051677Facsimile: +353 1 6381677Website: www.nutritionandhealth.ie

Nutrition and Health Foundation Annual Review 2005

One of the core beliefs of the NHF is that in order to promote healthylifestyles, equal emphasis must be placed on the importance of gooddiet and adequate physical activity. Many public health strategies focuson providing advice and information on either nutrition or physical activity. However, the NHF strives to promote the dual message thathealthy lifestyle must include both of these elements.

One of the first projects undertaken by the NHF was a detailed piece of consumer research, which aimed to find out exactly what the Irishconsumer needs to make effective and positive changes to theirlifestyle. The results of this ‘Health & Lifestyle’ research were launchedin September 2005 and revealed some interesting insights into the mindof the Irish consumer. The results of this research are now used by theNHF to direct future strategy and the development of new initiatives.

Perhaps the most significant project undertaken and launched by theNHF in 2005 was the Workplace Wellbeing Programme (WWP). Taking advantage of several learnings gained from the ‘Health andLifestyle’ research, the WWP promotes the adoption of healthy lifestylesthrough the workplace, using a unique peer-led motivation strategy.

Our work plan for 2006 involves a number of initiatives that aim to continue the work undertaken by the Foundation in 2005 and to developnew ways of reaching the consumer with the message that a healthylifestyle is something that everyone should aspire to. In addition, theNHF will continue to strengthen its links and expand involvement withkey stakeholders to reinforce their partnership approach to tackling obesity and other important health issues for the Irish consumer.

Professor Charlie DalyUniversity College Cork.

2005 was an excellent year for the Nutrition & Health Foundation.Following a successful launch in January, an enormous amount ofprogress has been made. The Foundation was established on the basisof partnership with all interested and relevant stakeholders and usingthis multi-stakeholder approach, a detailed strategy and work plan was developed at the beginning of 2005.

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Chairman’s Statement1


About UsIn January 2005, Food and Drink Industry Ireland launched the Nutrition & Health Foundation (NHF), an industry-led body that provides consumers with evidence-based information on nutrition and physical activity, to enable them to make informed lifestyle choices.

It is an innovative multi-stakeholder approach to addressing the health challenges of our nation, bringing together industry, government, scientists, health professionalsand other relevant stakeholders. At present, 30 of the leading Irish Food and Drinkcompanies support the work of the work of the NHF, both financially and in terms of time given at top executive level.

Our MissionThe Nutrition & Health Foundation aims to put the consumer at the heart of its mission. Our principal objective is to promote a healthier Ireland through the establishment of synergies between the industry, internationally recognised scientists, key health professionals, government and its agencies and the consumer.

Our communication to the consumer promotes the message that a balance between adequate physical activity and good nutrition is essential to the maintenance of a healthy lifestyle. The NHF firmly believes that in order to make a real difference to Irish society, all relevant stakeholders must work togetherin partnership to promote this message.

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The NHF is governed under the following committee structure.Numerous stakeholders, with an interest in promoting healthy lifestylesto the Irish consumer, participate in partnership through the NHF’s various committees.

Working in partnership with all of the stakeholders involved in the NHF,a number of key initiatives were launched during 2005. These eventsmarked the culmination of a substantial amount of behind-the-sceneswork for the NHF committees.

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2005 Highlights2 Committee Structure and StakeholderInvolvement

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‘I welcome theestablishment of theNutrition and HealthFoundation, as Ibelieve it will proveto be a force forpositive change’

Minister for Agriculture and Food, Mart Coughlan, T.D.

‘A national consumer surveyhas shown mostIrish people lack thetime and motivationto adopt healthierlifestyles and,despite rising obesity levels andfalling levels ofphysical exercise,many are in denialabout being personallyunhealthy’

Mary Carolan, Irish Times, 14th September 2005.

1. Launch/establishment of NHFThe NHF was formally launched on 6th January 2006 by Minister for Agriculture & Food, Mary Coughlan, T.D.

2. Publishing of Health & Lifestyle ResearchThis report summarises the results of an in-depth piece of qualitative and quantitative consumer research, which was conducted by TNS/MRBI on behalf of the NHF.

3. Launch of WWPAddressing the issue of health in the workplace,the Workplace Wellbeing Programme was formally launched by journalist and presenter, George Hook, on 13th September 2005

NHF Executive Board

Expert panel

Communications & Education Committee

Scientific & AdvisoryCommittee

NHF Council

Stakeholder InvolvementThe following important stakeholders participate directly with the NHF through itssub-committees.

• Irish Universities Nutrition Alliance (IUNA)

• Exercise & Sports Science Association of Ireland (ESSAI)

• Safefood – The Food Safety Promotions Board

•Bord Bia

•Bord Iascaigh Mhara

The NHF has also maintained a relationship withthe Department of Agriculture & Food in 2005,whereby a flow of relevant information has been exchanged between both parties.

One of the key priorities for the NHF in 2006 is the establishment of formal links with relevantgovernment departments and other key stakeholders, who have an interest in nutritionand health.

Ways of Working•All participating stakeholders have an

opportunity to participate in partnership towardsthe development of the NHF’s strategy and work plan

• The NHF does not speak on behalf of or defend the food industry. Similarly, it does not lobby on behalf of the food industry

• The NHF endeavours at all times to ensure that their messages compliment those of government and other relevant stakeholders

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Committee Structure and StakeholderInvolvement

3Committee Structure and StakeholderInvolvement

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NHF Scientific Advisory Committee

The NHF Scientific Advisory Committee (SAC) ischaired by Professor Mike Gibney, Trinity CollegeDublin. The SAC is responsible for ensuring thatall of the messages communicated by the NHFare scientifically validated and evidence-based.The SAC reports directly to the Executive Board.

Michael Gibney , M Agr Sc, MA, Ph DMichael Gibney , M Agr Sc, MA, Ph D, is Professorof Nutrition in the Department of Clinical Medicineat Trinity College Medical School and a Fellow of Trinity College, Dublin (TCD).

He was Dean of Research for TCD from 2001 to2004. Professor Gibney is former President of theNutrition Society and is Director of the Institute ofEuropean Food Studies at TCD. He served on theEU Scientific Committee for Food from 1985 to1997 and then chaired the BSE working group asa Member of the Scientific Steering Committee ofthe EU from 1997 to 2000. He is a member of the board of the Food Safety Authority of Ireland.

His research interests lie in metabolic and molecular nutrition, in public health nutrition andin probabilistic risk analysis. He is presently thecoordinator of a major EU funded research projecton the metabolic syndrome (www.lipgene.tcd.ie).Professor Gibney was awarded the BritishNutrition Foundation Prize in 2000.

NHF Communicaitons & EducationCommittee

The NHF Communications & EducationCommittee (C&EC) is chaired by Catherine Bent,Masterfoods. The C&EC is responsible for communicating the messages of the NHF toconsumers, the media and other relevant stakeholders. The C&EC reports directly to the Executive Board

Catherine BentCatherine Bent is a graduate of Trinity College &the Dublin Institute of Technology. She was theMarketing Director at Masterfoods Ireland and onits Management Team for many years. Prior tothat she had experience in various Computer,Electrical & Irish FMCG Industries. Since the laterpart of 2003, Catherine has been running her own Marketing, & Public Affairs Consultancy, CB Consultancy.

On behalf of Masterfoods, Catherine is a memberof the Nutrition and Health Foundation Counciland Chairs the NHF Communications andEducation Committee. She is a non executivedirector of the Mater Private Hospital, TrulifeInternational Group and Coolmine TherapeuticCommunity. She also lectures in the IrishManagement Institute, Dublin City University & the Dublin Institute of Technology.

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NHF Council

The NHF Council is chaired by Professor Charlie Daly, University College Cork. It is theultimate decision-making body of the NHF and decides upon overall strategic direction.

Professor Charles DalyProfessor Charles Daly completed his tenures asHead of the Department of Food and NutritionalSciences and Dean of the Faculty of Food Scienceand Technology at University College , Cork (UCC)in September 2003. He holds BSc and MSc(Dairying) degrees from UCC and a PhD in FoodMicrobiology from Oregon State University .

He has received national and international awardsfor his research in food microbiology and hasserved as the Danone Foundation VisitingProfessor at the Vrije University of Brussels and asthe Dutch Dairy Foundation Visiting Professor atthe University of Wageningen, The Netherlands.He is the Vice Chairman of the Advisory Board ofsafe food, the Food Safety Promotion Board and a member of the board of the Food SafetyAuthority of Ireland.

NHF Executive Board

The NHF Executive Board (EB) is chaired byPeter Harding, General Manager forGlaxoSmithKline Consumer Healthcare Ireland.It is a sub-set or working group of the NHFCouncil, which meets more frequently than theCouncil to progress and develop issues/projects.The EB reports directly to the Council.

Peter HardingPeter Harding is Vice President and GeneralManager for GlaxoSmithKline ConsumerHealthcare Ireland and holds an MA from DurhamUniversity. He serves on the Beverage Council of Ireland and is a board member of theBarretstown Gang Camp children's charity.

He takes a keen interest in active lifestyles - he has four young boys and competes regularlyin ironman triathlons!

The NHF is directed by four key committees; the NHF Council, the NHF Executive Board (EB), the Scientific Advisory Committee (SAC)and the Communications & Education Committee (C&EC). Each of these committees meet regularly to develop strategy and to drive the completion of the NHF’s projects and initiatives.

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NHF Launch – 6th January 2005The NHF Communications & Education Committee (C&EC) is chaired byCatherine Bent, Masterfoods. The C&EC is responsible for communicatingthe messages of the NHF to consumers, the media and other relevantstakeholders. The C&EC reports directly to the Executive Board

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Key Events in 20055


At the launch, Minister Coughlan voiced strongsupport for the NHF, commenting that ‘the FoodIndustry has shown willingness to play its part in promoting a health-conscious culture in Irish society’.

Minister Coughlan also stated ‘I welcome theestablishment of the Nutrition and HealthFoundation, as I believe it will prove to be a force for positive change influencing people by the provision of authoritative consumer information, education and research’.

Representing the NHF at the launch were Prof. Mike Gibney, TCD and Ciaran Fitzgerald, IBEC.Media coverage of the launch itself was broadand included radio and TV news bulletins as well as national press.

The tone of the coverage was positive with abroad support for the approach of providing evidence-based scientific information to consumers to help them lead healthier lifestyles.

From left:

Ciaran Fitzgerald,Minister Coughlan,Louise Sullivan andMike Gibney


Key Events in 20055

‘Partnership hasproved a successfulmodel in Ireland in many fields ofendeavour.

Partnershipbetween all thestakeholders in thisFoundation will, I believe, be the key to its ability toface down this challenge, and I welcome thisopportunity to wisheveryone associatedwith this project every success.’

Minister Coughlan, NHF Launch, 6th January 2005

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2005 Projects6


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2005 Projects6


To date, two distinct projects have been undertaken and completed by the NHF;

• Health & Lifestyle Research 2005

• Workplace Wellbeing Programme

Consumer Research – Health & Lifestyle Research 2005In February 2005, the NHF engaged TNS/MRBIto conduct a detailed programme of attitudinalresearch, aimed at identifying the informationthe public needs to help them achieve ahealthier lifestyle.

The research included both qualitative and quantitative phases. The results of this researchwill were launched in September 2005, generating significant public interest.

Some of the key findings included:

1. Consumer denial – While most consumers agree that Irish people are less healthy now compared to 20 years ago, only 11% were prepared to admit that they themselves were unhealthy.

2. Lack of motivation and time prevents consumers from leading healthier lifestyles.

3. People appear to be under increasing pressure from busy lifestyles.

4. Most people appear to understand the components of a healthy balanced diet, but do not always put the information they know into practice.

5. GPs were the number one source of information for consumers with respect to healthy lifestyle

The NHF committees have used the knowledgegained from the consumer research to identifykey activities and initiatives in the area of nutrition information and physical activity promotion that should be prioritised for implementation.

These activities will form part of the NHF’s workplan for 2006 and beyond. Taking this evidence-based approach ensures that any initiativesundertaken by the NHF are based on a real andvalidated need. The consumer research resultswill also direct the NHF towards areas thatrequire further research in the future. Pictured at the

launch of the NHF’sWorkplace WellbeingProgramme were (left to right):

George Hook

Diceman characterCarmen Miranda

Tyrone GAA footballer, Stephen O’Neill

47% of people identified GPs as a key source ofinformation onhealthy lifestyle.

The main reasonswhy people don’tget enough exerciseare lack of time(50%) and lack ofmotivation (47%).

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2005 Projects6 2005 Projects6


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Workplace Wellbeing ProgrammeLaunched in September 2005, the WorkplaceWellbeing Programme (WWP) represents themost significant piece of work undertaken andcompleted by the NHF during its first year. The WWP is a sophisticated package, aimed atimproving the health and wellbeing of staff by motivating behavioural change.

Created by leading experts in their field, the programme encompasses information on bothnutrition and physical activity, which promotesthe NHF’s dual message that both healthy eatingand active lifestyle are required for health.

Integral to the programme is the use of‘Company Co-ordinations’, who are selected bytheir organisation to implement the programme.Each co-ordinator is responsible for up to 50 colleagues. Following comprehensive training,which is provided by the NHF, each co-ordinatoris charged with the roll-out of the programme in their organisaiton.

The pilot phase of the project was conductedbetween July and September 2005 in the following companies; IBEC, Bord Bia, Cadbury,Supervalue, Euroscreen and Horizon.

Feedback from these organisations providedimportant direction for the improvement and further development of the WWP prior to its official launch.

As part of the NHF’s 2006 work plan, furtherinvestment in the WWP will be made, includingthe recruitment of the Business DevelopmentManager, who will be responsible for ensuringthat as many companies/organisaitons as possible adopt the WWP.

Over two thirds ofpeople do not feelthat their workplaceencourages physicalactivity.(NHF Research, 2005)

Lack of motivation & time are the primary reasonswhy people do notadopt a healthierlifestyle.

The majority ofworkers say that iftheir employeroffered a healthylifestyle programme,they would participate in it.(NHF Research, 2005)

35% of workersdescribe their jobas’ non-physical’,40% as ‘light physical’ and only21% as ‘heavyphysical’.(NHF Research, 2005)

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2006 Strategy & Work Plan7 Summary8


The 2006 work plan includes the following elements:

1. Continued investment in the promotion and roll-out of the Workplace Wellbeing Programme.

2. The development of an initiative which would support GPs and/or practice nurses in the provision of consistent science-based information on healthy lifestyle to their patients.

3. Development and launch of a media strategy, which would promote the work and the messages of the NHF.

4. Investment in scientific research, which supports the overall strategy of the NHF and is likely to yield publishable results.

The NHF strategy to focus on (1) Communication, (2) Education and (3) Research, was set in place in 2004, with a broad work plan, covering2005 and beyond agreed in April 2005. Towards the end of 2005, a new strategy and work plan was developed by the NHF committees to extend the work completed in 2005 and to develop new initiatives.

‘Initiatives such asthese [the NHF]could be the bestchance food companies have of keeping anincreasingly cynicalpublic onside.’

Douglas Dalby, Sunday Times, 24th April 2005.

Through their participation and support for the NHF, food and drink companies haveshown that they are willing to be part of the solution to obesity and other serioushealth issues for Ireland. Other stakeholders, which have participated in the NHF during 2005 have also shown their willingness to act in partnership with the foodindustry in the interest of public health. Particular thanks must be given to theseorganisations for their progressive attitude towards partnership.

DG-Sanco (Directorate General for Health and Consumer Protection) in Brussels isaware of the NHF and supports the principle of its multi-stakeholder strategy.

The NHF strategy for 2006 will include a drive to increase participation by the food & drink industry in the NHF and to establish further links with key stakeholdersin the area of health, nutrition and physical activity.

The partnership approach taken by the NHF addresses several of the recommendations made in the final report of the National Taskforce on Obesity.

“The public sector, the private sector and the community and voluntary sectorsshould work in partnership to promote healthy eating and active living in order to address overweight/obesity.” (High-level goal #3, Obesity; The Policy Challenges. Report of the National Taskforce on Obesity, 2005)

‘I note the desire ofthe food industry toplay a responsiblerole as reflected for example in theinitiative by IBEC to establish theNutrition and HealthFoundation.’

An Taoiseach, Bertie Ahearn, T.D.

Launch of the report ofthe National Taskforceon Obesity.

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