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TRANSCRIPT
Writing Your Own Food & Nutrition Story
Presented by
Carolyn O’Neil, MS, RDN, LDN
Tennessee Academy of
Nutrition & Dietetics
March 21, 2016
•Registered Dietitian
•Nutrition Expert
•Television Nutritionist
•Cookbook Author
•Food Blogger
•Food, Nutrition and Travel Journalist
CarolynONeil.com
Food from my view..
CNN Nutrition News: On The
Menu
Lady of the Refrigerator:
"Good Eats" with Alton Brown
Food Network
Lady of the Fridge
Writing & Talking Food
Weekly Newspaper
Columnist
Slim Down South
Cookbook
Nutrition Communications:
Whatever it Takes
The More You Know,
The More You Can Eat!
16
WHAT THE NATION LEARNED ABOUT NUTRITION
“What
you eat
can
KILL
you.”
“What
you eat
can
CURE
you.”
Food Trends & Issues
2015 US Dietary Guidelines
What Egg-exactly do you
mean now?
Full on for full fat
Don’t tell me what’s new,
Tell me what’s true!
Your strength is science
I’m so tired of technical
jargon.
Trust me I’m a Scientist
Consumer belief is
stronger than science
Hollywood to the Rescue
29
THE “NO ZONE?” No preservatives
No hormones
No antibiotics
No gluten
No GMO
No next “bad” thing
30
31
OH NO! Restaurant
backlash. NO refunds on special diet requests!!
32
DUELING TRENDS
PLANT-BASED
vs. PALEO
LOW FAT
vs. COCONUT OIL CRAZE,
RETURN OF BUTTER
vs.
Fragmentation of
the Consumer Mind
Some Foods Get
Health Halo
Blueberries
Oatmeal
Olive Oil
Nuts
Greek yogurt
TREND WATCHING: What?!
Got Seaweed?
Bless their hearts!
Plant Based Foods:
Part Time Vegetarian
UN Year of Pulses
41
TRENDING ARC OF KALE
Gwyneth
Paltrow
makes Kale
Chips
2011
Look, this
place has
Kale Salad
too
2010
Year of
Kale
2012
Recipe for
Kale Slaw
2009
Kale
declared a
power food
2008
Kale
Smoothie
2013
publishes a
poem:
‘Oh Kale’
1996
Kale
appears
in CSA
boxes
[people don’t
know what to
do with it]
2007
2015 Kale slaw at Chick-fil-A
KALE BACKLASH?
Still Snack Crazy
Protein Power
Benefit Driven
Timing of
Protein
Protein Quality
Protein Needs
Sugar by any other name
Gut Feeling: Microbiome
Fermented foods
Fiber
Good Bacteria
Probiotic
Prebiotic
Tell me what to eat
and why…
“WHAT MATTERS MOST?”
That’s Us!
The win-win of taste & health
-Realize every day is different; morph message to fit changing
lifestyles and situations
Food is more than just something to eat….it’s fashion, entertainment, travel, art, medicine, culture, sports, history, crime, comedy…
Let’s Update Nutrition Advice Gone Wrong
Shop the perimeter of the store?
Cook at home and limit eating out?
Buy local, fresh and natural?
Avoid processed foods?
Look for clean labels?
Farm to Table
Farm to Face
Here comes the Agrihood
WORDS ARE POWERFUL
60
OOPS!
Why Should You Be a
Good Better Writer?
• To be……
• 1. Competitive: Everyone’s writing about food and nutrition these days. Be one of the best.
• 2. Proactive: Not everyone’s writing accurate information on food and nutrition these days. Correct misinformation with flair.
Why Should You Be a
Good Better Writer?
• To be……
1. Competitive: Everyone’s writing about food and nutrition these days. Be one of the best.
2. Proactive: Not everyone’s writing accurate information on food and nutrition these days. Correct misinformation with flare.
3. Attractive: Well written stories on food and nutrition attract and retain more readers. Be appetizing!
Numbers
1. Spell out numbers one through nine: one, two etc. through nine.
2. Don’t spell out years: 2013, 1998.
3. Use figures for age: 45 years old
4. Use figures for money: $100, 5 cents
5. Use figures for dates: Oct. 21, 2013
6. Use figures for time: 20 minutes
Measurements
1.Use figures for measurements:
6-foot-3 inch man
5 ounce portion
12 inch loaf of bread
2. Fractions: spell out amounts less than one using a
hyphen except in recipes: two-thirds of the class but 2/3 cup of
flour
Statistics
1. Spell out percent but always use figures:
12 percent increase in weight
2. Use a period and figures to indicate decimals:
10.5 percent more calories
0.03 cubic foot
Abbreviations
1. In general, avoid abbreviations.
2. Do not use acronyms without providing the full name and acronym in parentheses on first reference: Food and Nutrition Conference and Expo (FNCE)
3. Check to see if an organization can be abbreviated: IRS is fine on first reference; FDA is acceptable on second reference.
4. Abbreviate most titles: Mr., Ms. Dr. Jr.
AP Style Test
a. Consuming 1 to 2 3-ounce servings a week of fish, particularly fish that’s rich in omega-3 fatty acids, such as salmon, should be the goal for most folks.
b. Consuming one to two 3-ounce servings a week of fish, particularly fish that’s rich in omega-3 fatty acids, such as salmon, should be the goal for most folks.
c. Consuming one to two three-ounce servings a week of fish, particularly fish that’s rich in omega-three fatty acids, such as salmon, should be the goal for most folks.
Answer:
AP Style Test
a. Consuming 1 to 2 3-ounce servings a week of fish, particularly fish that’s rich in omega-3 fatty acids, such as salmon, should be the goal for most folks.
b. Consuming one to two 3-ounce servings a week of fish, particularly fish that’s rich in omega-3 fatty acids, such as salmon, should be the goal for most folks.
c. Consuming one to two three-ounce servings a week of fish, particularly fish that’s rich in omega-three fatty acids, such as salmon, should be the goal for most folks.
Answer: b
AP Style Test
a. Still, the Food and Drug Administration and the Environmental Protection Agency recommend that children under age 12 limit the amount of fish they eat.
b. Still, the FDA and the EPA recommend that women who are pregnant or trying to become pregnant, nursing mothers and children under age twelve need to limit the amount of fish they eat.
Answer:
AP Style Test
a. Still, the Food and Drug Administration and the Environmental Protection Agency recommend that children under age 12 limit the amount of fish they eat.
b. Still, the FDA and the EPA recommend that women who are pregnant or trying to become pregnant, nursing mothers and children under age twelve need to limit the amount of fish they eat.
Answer: a
AP Style Test
a. According to new studies conducted by nutrition scientists at the
U.S.D.A., the calorie count for California almonds turns out to
be 20 % lower than previously measured,
b. The calorie count for California almonds turns out to be 20
percent lower than previously measured, according to new
studies conducted by nutrition scientists at the U.S. Department
of Agriculture.
Answer:
AP Style Test
a. According to new studies conducted by nutrition scientists at the
U.S.D.A., the calorie count for California almonds turns out to
be 20 % lower than previously measured,
b. The calorie count for California almonds turns out to be 20
percent lower than previously measured, according to new
studies conducted by nutrition scientists at the U.S. Department
of Agriculture.
Answer: b
AP Style Test
a. The wine was bottled in October, 2002.
b. The wine was bottled in Oct. 2002.
c. The wine was bottled in October ’02.
d. The wine was bottled in October 2002.
Answer:
AP Style Test
a. The wine was bottled in October, 2002.
b. The wine was bottled in Oct. 2002.
c. The wine was bottled in October ’02.
d. The wine was bottled in October 2002.
Answer: d
AP Style Test
a. Aim for 3 servings of whole grains totaling about 50
grams per day. That’s as easy as eating ½ of a whole-
grain English muffin, a slice of whole-grain bread and
a one-third cup of brown rice.
b. Aim for three servings of whole grains totaling about
50 grams per day. That’s as easy as eating one half of
a whole-grain English muffin, a slice of whole-grain
bread and a 1/3-cup of brown rice.
Answer:
AP Style Test
a. Aim for 3 servings of whole grains totaling about 50
grams per day. That’s as easy as eating ½ of a whole-
grain English muffin, a slice of whole-grain bread and
a one-third cup of brown rice.
b. Aim for three servings of whole grains totaling about
50 grams per day. That’s as easy as eating one half of
a whole-grain English muffin, a slice of whole-grain
bread and a 1/3-cup of brown rice.
Answer: b
EVERY PICTURE TELLS A STORY
WHICH PICTURE says good nutrition?
Tailored to Fit:
“Are You Talking to Me?”
Who’s the
audience….kids?
Know your audience….or
cougars?
Define the Diet Basics: What does “healthy” mean?
-Make sure to present the
payoffs for following a healthy
lifestyle
-Design new nutrition messages
with the history of old messages
in mind
Listen to Find a Point of
Connection
This is the good stuff.
How to Boil Water
A “voice lesson” from Martha Holmberg, food writer, cookbook author and magazine editor.
Make Your Writing
Resonate
1. Follow the rules and practice.
Creative writing is like following a
recipe then adding your own touches.
Don’t give up. Being a
writer isn’t easy.
Make Your Writing
Resonate
1. Follow the writing rules then add
panache!
It’s like following a recipe.
2. Take note of what works when you
read stories written by others on
food, nutrition and cuisine.
Make Your Writing
Resonate
1. Follow the writing rules then add
panache!
It’s like following a recipe.
2. Take note of what works when you
read stories.
3. Find your voice.
4. Practice by reading aloud.
Get friends to read your
copy……
Make Your Writing
Resonate
1. Follow the writing rules then add panache!
2. Take note of what works when you read stories.
3. Find your voice. 4. Practice by reading aloud. 5. Search out new food words and phrases. How many times can we say, “That’s delicious?”
Be creative with adjectives to
paint a picture……
There will be critics…….
Make Your Writing
Resonate
5. Search out new food words and
phrases. How many times can we say,
“That’s delicious?”
6. Remember variety, moderation and
balance is the optimal plan for good
writing, too.
Cross off unnecessary words:
1. absolutely complete
2. flatly rejected
3. qualified expert
4. armed gunman
5. future plans
What are you going to
write about?
Food & Nutrition
News….
Lots of talk about diet and
nutrition today..
This just in: proper sleep boosts
metabolism!
“Make it simple.
Make it memorable.
Make it fun to look at.
Make it fun to read.” -Leo Burnett
The Amazing Morphing
Message:
“Can you hear me now?”
-Realize every day is different;
morph message to fit changing
lifestyles and situations
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
• Before:
“To reduce sodium content of
meals use herbs and spices in
cooking to add flavor instead of
salt.”
After: “Shake your salt
habit and keep your taste buds excited by cooking with sodium-free herbs and spices such as paprika and parsley, fresh ground pepper and cinnamon.”
Extreme Makeovers for
Diet and Nutrition Copy
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
Before: “Increasing the duration and intensity of activities of daily living can add significantly to an individual’s total caloric output.”
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
• After: “Can you pace
while on the phone?
Take your date dancing
instead of a movie?
Walk the dog? Then
you’re boosting your
calorie burn by adding
more movement
without finding extra
time to exercise.”
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
Before:
“Develop behavior modification
strategies to cope with events and
emotions that trigger overeating.”
My only hope is ice
cream cake….
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
• AFTER: “Instead
of reaching for high
calorie comfort foods
to cope with times
you’re angry, bored,
or tense discover your
‘inner spa’ by sipping
herbal tea, taking a
bath, or listening to
music.”
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
Before: “Vitamin C promotes skin
cell integrity because it plays a
vital role in the development of
collagen.”
Collagen? I didn’t even
go to college
EXTREME MAKEOVERS FOR
DIET AND NUTRITION
COPY
AFTER:
“Did you know healthy skin craves citrus, tomatoes and berries? Serve up sources of vitamin C to build collagen. It’s the glamorous glue that gives skin its wrinkle-preventing elasticity.”
You Got This!!!!
………………start writing now!!
Carolyn O’Neil
MS RDN
CarolynONeil.com
Blog: ONeilOnEating
THE MORE YOU KNOW, THE MORE YOU CAN EAT