Food Processing Industry Responses to Provide Healthier Foods

Public Private Partnerships

Working Together To Find Solutions

Gilbert A. Leveille, Senior Consultant

Cargill, Incorporated

1991 1995

2002

Obesity Trends* Among U.S. AdultsBRFSS, 1991-2002

No Data <10% 10%–14% 15%–19% 20%–24% ≥25%

(*BMI ≥30, or ~ 30 lbs overweight for 5’ 4” woman)

Global Trends in Obesity-Related Media Coverage

0

2000

4000

6000

8000

10000

12000

14000

16000

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

IntlUS

Note: Figures retrieved from Lexis-Nexis searches on “obesity or obese” in U.S. and international newspapers and newswires.

1999 2000 2001 2002 2003 2004

Who or What Is The Villain?The Feeding Frenzy!

Food Industry

Sweet Foods

TV Watching

Vending Machines

Lack of Exercise

Fatty Foods

Poor School

Lunches

Technology

Computers

What Do Scientists Agree On?

• Obesity is the result of an energy imbalance– Changed environment where food is more readily

available and is inexpensive (US)– Living environments have changed in ways that

dramatically reduce energy expenditure – In children, TV watching and video games appear to

dramatically reduce energy expenditure

• Obesity can be resolved by decreasing energy intake and/or increasing energy expenditure

Obesity Drivers

Food Intake

Exercise Metabolism

Body Weight

Energy Intake

Energy Expenditur

e

Body Weight Is A Simple Matter of Balance!

= Weight Maintenance

Energy Intake

Energy Expenditur

e

= Weight Imbalance +

What Do Scientists Agree On?

• Energy intake is under physiological control through various metabolic signals, e.g., peptide hormonal controls

Short Term Control

•Peptide YY

•CCK

•Ghrelin

Longer Term Control

•Leptin

•Insulin

Obesity Drivers

Food Intake

Exercise BMR

Body Weight

Scientists Are Uncertain About Many Issues!

• Do specific foods or food components disproportionately impact the obesity problem (+ or -)?

• Do foods in specific distribution channels contribute disproportionately to obesity?

• Do activity programs such as school PE significantly impact obesity?

• Do nutrition labeling of foods, nutrition education programs, food advertising impact obesity (+ or -)?

• Are there clear, implementable solutions to the problem of obesity?

IFT Obesity Summit

• IFT convened the Summit on Feb, 15-17, 2004

• Objective: Identify actions to advance understanding of the science that could lead to solutions to the problem of obesity

• Research Recommendations:– Focus on prevention– Development of better analytical tools for assessing food intake– Development of biomarkers for dietary compliance, energy

intake and expenditure as a way of assessing risk of developing obesity

– Emphasis on behavior and behavior modification– Communication and education– Satiety – Food solutions

Food Solutions

• Could small changes across the food sector (e.g. a 5% reduction in caloric density) significantly impact the obesity problem?

• Do specific foods impact thermogenesis? Could this be an acceptable means of increasing energy expenditure?

• What is the role of food packaging as a means of impacting behavior?

Conclusions From The IFT Obesity Summit

• What we know about obesity – with certainty is limited.

• The need for greater research efforts is clear and greater resources need to be provided

• Solving the problem of obesity will require an integrative societal approach in particular stronger public/private partnerships.

What Is Expected From The Food Manufacturing Sector?

• Consumers expect (and demand) food products that:– Taste good– Are convenient– Are safe– Contribute to a healthy diet

• Do consumers really expect food manufacturers to solve the obesity problem?

What Is the Food Manufacturing Sector Doing to Help Resolve the Obesity Crisis?

• Food manufacturers recognize that their products contribute to the problem – they sell energy containing, consumable products!

• Manufacturers are developing and introducing a wide array of new products with controlled portion sizes and with reduced caloric density

• Major efforts are underway to help consumers understand the energy contribution of specific foods and to minimize the abuse of products.

• Increasing attention is being paid to educational programs stressing energy balance and encouraging attention to energy expenditure as well as intake

Some Examples: Kraft’s 100 Calorie Packs

Example PepsiCo: Smart Spot™

Objectives: 1.1. Give Consumers a Short-cut to find PepsiCo’s Portfolio of BFY/GFY Products by Making It Easier

2.2. Demonstrate that PepsiCo, Corporately, Is A Solution Provider

Slide provided courtesy of Dr. N. Green of PepsiCo

PepsiCo Consumer Communication: Smart Spot™

The Green Dot will appear on the front right label of all products that qualify for the program.

The back label will have the symbol and a statement about why the product qualified and a reference to www.smartchoice.com for those who want more information.

Slide provided courtesy of Dr. N. Green of PepsiCo

Consumers

• Professionals & Associations

• Community-Based Organizations (e.g. NCLR and NUL)

• Public Policy Makers

• Shortcut to “Smart Choices Made Easy.”

• Smartspot.com provides portal to:Nutrition information

– Healthy lifestyle programming (AOM+)

– Information on PepsiCo and other

Smart Spot products

Influencers

Customers Employees

• Accelerated Growth Opportunity

• Fresh Merchandising Ideas

• Tangible Link to Lifestyle Programming

• Expanded Employee Wellness Program in North America

– Wellness Website Powered by WebMD.

– Healthy Lifestyle Incentives.

www.SmartSpot.com

The Smart Spot Will Unify PepsiCo's Health & Wellness Efforts

Slide provided courtesy of Dr. N. Green of PepsiCo

What Are Some Possible Efforts

• A coordinated effort involving federal agencies and the private sector, in order to provide a single message from all sources

• Focus on a program aimed at increasing awareness of what the public already knows– Prevention of weight gain requires increased energy

expenditure and/or reduced caloric intake

• A program that is actionable and likely to be sustainable

Candidate Program - America On The Move

• Based on the assumption that obesity is the result of a relatively small caloric imbalance over extended periods of time– Dr. Jim Hill has estimated that the current rate of increase of

obesity can be accounted for by a daily excess calorie intake over expenditure of 15 kcal per day, the equivalent of one Lifesaver /day!

– Dr. Michael Goran has estimated that childhood obesity is explained by an imbalance of ~ 25 kcal/day

• On this basis Dr. Hill initiated a program called Colorado On The Move which has now been launched as a national program, America On The Move.

America On The Move

• AOTM is designed to increase energy expenditure by ~ 100 kcal per day and to reduce reduce intake by the same amount. The object is to accomplish this in a simple, easy to understand manner.– Energy expenditure is measured using a simple step counter

and encouraging participants to increase their steps by 2000 per day, the equivalent of 1 mile

– Energy intake is reduced by encouraging the selection of one simple action per day, from a long list of selections – e.g., drink a diet soft beverage or water in lieu of a caloric soft drink.

• Initial studies in Colorado have been positive and the program is easily implemented in a host of locations, e.g., churches, community settings, work places, etc.

Cargill U.S. Employees

Are Current Efforts Enough?

• It is clear that the educational efforts being implemented and many more under development are valuable - but not “the” solution

• Additional efforts are needed that focus on proactive solutions

• The food industry alone will not be able to solve the obesity crisis but it needs to be an active participant in the search for solutions

• This can only happen through a true partnership between the public and private sectors