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EU/US Conference

“Good practices: Action on Diet, Physical Activity and Health”

PROGRAMME

EU Health and Consumer Protection

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Dear Madam, Dear Sir,

We are pleased to welcome you at this transatlantic conference which is hosted by theEuropean Commission in the framework of the European Platform for Action on Diet,Physical Activity and Health.The conference will be co-chaired by the European Commission and the U.S. Departmentof Health & Human Services. The purpose of this conference is to help to identify good practice through an exchangeof ongoing and new strategies and initiatives on diet, physical activity and health betweenthe main EU and U.S. players (i.e. public and private sectors, consumer groups, healthnon-governmental organizations (NGOs), food and advertising industries, regulators, andresearchers). The conference will combine plenary sessions and workshops in view ofallowing deeper exchanges on selected topics.

Expected outcomes: The event is intended to provide ideas for improving existing actions of the EU Platform; give the basisfor future transatlantic cooperation on topics such as food advertising, food labelling and reformula-tion, consumer education and research (consumer behaviours, causes of obesity; preventative fac-tors); and, pave the way toward common objectives between the EU and the U.S. Outcomes, which willbe captured in a report of the proceedings, will include:

• best practice examples where actions have not worked;• identification of data gaps; • identification of potential new partnerships;• ideas for new action and future transatlantic cooperation;

Main Themes:

• Public/private partnerships for action on Diet, Physical Activity and HealthHow can authorities contribute to the success of private initiatives? One session of the confer-ence will focus on past actions, achievements, setbacks – and what kind of good practice can beshared (i.e., consumer reactions to labelling studies)?

• Motivating young people towards healthy lifestylesCan operators play a tangible role in motivating young people to take on healthy lifestyles?:What are the recent developments in codes of conduct and commitments by the private sectorto help protect young people in this area? Examples of good practice include actions and imple-mentation approaches, lessons to be learned, and pitfalls to be avoided, etc.

• Improving adult consumer behavioursExploration of best practices including actions and implementation approaches to impact onconsumer behaviours.

• ResearchWhat does the latest research show on (a) causes of obesity, (b) best ways to combat obesity,and (c) what can be learned from research on consumer behaviours

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Plenary (10.00 – 13.00) EU-US Co-Chairs - Robert Madelin/Van Hubbard

Introductory Panel

10:00-10:10 The Honorable Maria Rauch-Kallat, Austrian Federal Minister for Health and Women for the EU Presidency

10:10-10:20 Objectives and progress so far of European PlatformRobert Madelin, Director General, Health & Consumer Protection DG

10:20-10:30 Recent developments in the US RADM Van Hubbard, M.D., Ph.D., Senior Advisor to the Secretary on Obesity, HHS

10:30-10:50 Recent research findings on causes and impact of obesity Claude Bouchard, Ph.D., President, International Association for the Study of Obesity

10:50-11:10 Factors influencing consumer behaviourDr. Jorge Oliveira, University of Cork

11:10-11:20 Break

11:20-11:50 Role of consumer and public health organisationsUS view: Leslie Mikkelsen, Managing Director, Prevention InstituteEU view: Jim Murray, Director, the European Consumers' Organisation (BEUC)/European Public HealthAlliance (EPHA)

11:50-12:20 Innovative partnerships on diet and healthNiels Christiansen, Chair of the Confederation of the Food and Drink Industries in the EU (CIAA) DIET Task Force

12:20-12:50 Questions and debate

Lunch Buffet (13.00 – 14.30)

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

ROOM 0A

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

ROOM 0A

Plenary (14.30 – 14.45) EU-US Co-Chairs – Robert Madelin/Van Hubbard

14:30-14:45 Key note: Deborah Platt Majoras J.D., Chairman, Federal Trade Commission

Opening presentations on the themes of the three Working Groups

14:45-15:00 Working Group 1: Partnerships in the fight against obesityEU: Stephan Loerke, Chief Executive, World Federation of AdvertisersUS: Mary Sophos, Executive Vice President, Grocery Manufacturers Association (GMA)

15:00-15:15 Working Group 2: Influencing young people’s lifestylesEU: Mr Fons Schmid, President of the « Food Policy Committee », Eurocommerce US: Susan Borra, R.D., President, International Food Information Council Foundation (IFIC)

15:15-15:30 Working Group 3: Impacting consumers’ behaviours toward both nutritionand physical activityEU: Barbara Gallani, Food Policy Advisor, the European Consumers' Organisation (BEUC)US: Jeanne Goldberg, Ph.D., R.D., Director, Center on Nutrition Communication, Tufts University

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

Working Group 1 (15.45 - 18.15) :

Partnerships in the fight against obesityRoom 0A

Terms of Reference:

1. To review case studies of efforts to address obesity and improve diet and health in the areas ofproduct development/reformulation and advertising/marketing.

2. Case studies should include, to the extent possible, a description of objectives, data collection andmeasurement efforts, and evaluation of outcomes (even preliminary).

3. Working group discussions should focus on the perceived merits / shortcomings of each case studyand conclusions that may be drawn from them.

Objectives:

• Determine to what extent the selected case studies can identify good practices and innovativeapproaches to address obesity and to promote improvements in diet, physical activity health.

• Include evidence-based assessment of efforts

• Determine the kind of data that may be helpful to benchmark/evaluate change and in what areas(policies, environment, attitudes, behaviours).

• Identify difficulties and barriers to obtaining actionable data.

• Identify areas in which partnerships could be particularly valuable.

• Recommend possible actions based on innovative approaches, and where appropriate, promisingopportunities for transatlantic cooperation.

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Co-chair EUStephan LOERKE

Chief Executive, World Federation of

Advertisers

Co-chair USMary SOPHOS

Executive Vice President,Grocery Manufacturers

Association (GMA)

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

Working Group 1 (15.45 - 18.15) :

Partnerships in the fight against obesityRoom 0A

Presentation of Case Studies:

NGO/ Company Case Studies on Product Reformulation &/or Advertising & Marketing• Sodium Reduction Efforts at Campbell Soup Company

Dr. Chor San Khoo - Campbell Soup Company

• Aligning Business with Health & Wellness: A Case Study of Practical Challenges & OpportunitiesPaul Carothers - Kraft Foods Inc.

• Nourishing LivesMary Catherine Toker - General Mills, Inc.

• California School Lunch ProgramElizabeth Imholtz - Consumers Union of U.S., Inc.

• Helping Make the Healthy Choice the Easy ChoiceMiguel Pestana - Unilever

• European Beverage Industry InitiativesStephen Kehoe - PepsiCo International (on behalf of UNESDA)

Partnerships• European Self-Regulation

Dr. Oliver Gray - European Advertising Standards Alliance

• Lost in Translation: Regulatory Cooperation by the US and EU Needed to Address the TransatlanticEpidemic of Obesity and Diet-Related DiseaseBruce Silverglade - Center for Science in the Public Interest

• CARU: Effective Self-RegulationDan Jaffe - Association of National Advertisers

• Media Smart: Developing Critical ThinkingPaul Jackson - Masterfoods

• Ad Council Healthy Lifestyles EffortsDick O’Brien - American Association of Advertising Agencies

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

Working Group 2 (15.45 - 18.15) :

Influencing young people's lifestylesRoom 3C

Terms of Reference:

1. To share best practices from EU and US initiatives with the common goal of improvingthe lifestyles of young people through healthy eating and physical activity.

2. To identify barriers and motivators in the context of adopting healthier behaviors within the target-ed age group (youth).

3. To develop recommendations to advance current efforts by the public and private sectors in the EUand US to promote healthy eating and physical activity through multiple channels, including, but notlimited to family, media, schools, communities, and retail. Recommendations should emphasize thebenefits of public and private sectors working together to implement a common strategy.

Objectives:

The end product for this working group is to present recommendations based on “best of the best”strategies, research, and implementation tactics across multiple platforms for reaching youth withhealthy lifestyle messages and interventions. Questions for consideration:

• What are some areas and topics where transatlantic and public/private partnerships and cooperationis feasible and beneficial surrounding healthy lifestyle promotion in youth?

• In terms of barriers and motivators, what strategies take into account lifestyle factors and possiblegateways for change in this age group?

• Based upon research and success in this area, what are some recommendations for action, takinginto account differences and similarities between the EU and US.

• Where are there conclusive data findings versus gaps in research?

• In terms of impact, what are the top priorities to focus efforts in the area of healthy lifestyles inyouth?

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Co-chair EUFons SCHMID

President of the « Food Policy Committee »

Eurocommerce

Co-chair USSusan BORRA

President, International FoodInformation CouncilFoundation (IFIC)

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

Working Group 2 (15.45 - 18.15) :

Influencing young people's lifestylesRoom 3C

Presentation of Case Studies:

The idea is to listen to initiatives currently reaching youth through multiple avenues to learn theresearch behind the programs and to determine what strategies are working in order to develop rec-ommendations based upon best practices. Case study presentations will be structured to report onthree areas: 1) research base for the initiative; 2) limitations of the program/lessons learned;3) successful strategies or outcomes resulting from the initiative

• (EU) European Breakfast Cereal AssociationClare Chapman

• (EU and US) Ahold CommunicationsErin Boyd

• (US) American Academy of PediatricsSandra Hassink

• (US) International Food Information Council FoundationSusan Borra

• (US) ILSI Center for Health PromotionDebbie Kibbe

• (US) University of South Carolina’s LEAP interventionRuss Pate

• (EU) European Commission Directorate General for Health and Consumer AffairsSabine Schumann

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

Working Group 3 (15.45 - 18.15):

Impacting consumers' behaviours towardboth nutrition and physical activityRoom 1C

Terms of Reference:

1. To share best practices from EU and US initiatives that focus on improving lifestyles of adults withrespect to eating and physical activity behaviors. These practices should include efforts of individualgroups and organizations as well as collaborative efforts across interest groups.

2. To identify the positive elements of successful interventions as well as barriers to success.

3. To develop recommendations to advance current efforts by both the public and private sectors inthe EU and US to promote healthy eating and physical activity through multiple channels and withtraditional and non-traditional partners.

Objectives:

The product for this working group is to be a set of recommendations that are based on “best of thebest” strategies, research, and implementation tactics across multiple platforms that reach adults tochange nutrition and physical activity behaviors to those that promote healthy lifestyles.

• Is it possible to develop a set of priorities to realize measurable gains in healthy lifestyle behaviors in theEU and the US?

• What are the areas in which transatlantic cooperation, especially those that involve public private partner-ships, would be feasible and beneficial in promoting healthy lifestyles?

• What are some successful strategies to overcoming barriers to healthier diet and physical activitylifestyles?

• What is the evidence to document the types of interventions that are appropriate for mass audiences,when is targeting critical, and what is the role of intra-individual interactions?

• Based on current evidence, what are some recommendations for action that take into account differencesand similarities between the EU and the US?

• Is there conclusive evidence of success in changing behavior? What are the major gaps in research ondiet and physical activity and which avenues of research are likely to provide the clearest roadmap formoving forward in obesity prevention.

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Co-chair EUBarbara GALLANIFood Policy Advisor BEUC

Co-chair USJeanne GOLDBERG

PhD RD, Director, Center on Nutrition

Communication, Tufts University

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Thursday 11 May 2006Conference Centre Albert Borschette

Rue Froissart, 36 • 1040 Brussels

Working Group 3 (15.45 - 18.15):

Impacting consumers' behaviours toward both nutrition and physical activityRoom 1C

Presentation of Case Studies:

“Impacting consumers’ behaviours toward both nutrition and physical activity”Alan Harris, Kellogg

“Summary of a case study on health and wellness activities”Antonio Lucio, PepsiCo

“My Pyramid – In store promotion”Alison Kretser, Grocery Manufacturers Association and Food Marketing Institute

“Recent innovative collaborative initiatives in Finland for promoting healthy nutrition to counteractobesity and nutrition related health problems”Pekka Puska, Director General National Public Health Institute (KTL) President, Finnish Heart Association Helsinki, Finland

“The important of media advocaty for improving food and activity and environments”Lori Dorfman, Berkeley Media Studies Group

Evening Event 19.30 - Cooking Show - Dinner

ALBERT HALL, Chaussée de Wavre, 649/651 - 1040 Brussels

The cooking show will be done by the Chef Yves Mattagne. He will demonstrate that healthy cooking iseasy, not expensive and feasible by all. The show will involve pupils from 3 schools (The European School, the American School and the Athenée Verwée)

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Plenary (09:45-12:45) Chair Robert Madelin

Reports from the three Working Groups and debate

09:45-11:45 Reports from the three Working Groups and debate

a. The issues to tackle; underlining a set of areas and topics wheretransatlantic cooperation appears to be promising.

b. The difficulties and barriers for actions that have been discussed.

c. The recommendations for action; including potential common objec-tives between the EU and the US.

11:45-12:15 Remarks on the way forward Robert Madelin, Director General, Health & Consumer Protection DG

12:15-12:45 Conclusions

Lunch Buffet (13.00 – 14.30) 1st floor in front of room S3

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HHS Deputy SecretaryAlex Azar.

The Honorable Markos Kyprianou,

Commissioner.

Friday 12 May 2006Charlemagne Building

170, Rue de la Loi • 1040 Brussels ROOM S3

Chair EURobert MADELIN

Director General, Health & ConsumerProtection DG

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USEFUL INFORMATION

CONFERENCE VENUE

• Thursday 11 May 2006 :

Conference Centre Albert Borschette Rue Froissart, 36 • 1040 Brussels

Plenary session: Room 0AWorking group 1: Room 0AWorking group 2: Room 3CWorking group 3: Room 1C

• Friday 12 May 2006

European Commission Charlemagne Building 170, Rue de la Loi • 1040 Brussels

Room S3

Please keep your badges for an easier access to the ECpremisses

INTERPRETATION

The Joint Interpretation and Conference Service of the European Institutions

will provide simultaneous interpretation (English, French, German).

LUNCH

Participants will be invited to the lunches on 11 and 12 May

COOKING SHOW AND DINNER

The dinner on Thursday evening will take place at the ALBERT HALL, Chaussée de Wavre,649/651 - 1040 Brussels at 7.30 p.m.

We will provide participants attending the dinner with a Bus service.

WEB LIBRARY

You will find all relevant and informative documents in the conference web library athttp://www.nutriplatform.org/. (login: nutrition; password: platform)

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