Fruit and Vegetable Policy in the United Kingdom - Essay Example

Many studies have found that consuming at least five portions of fruit and vegetables per day can reduce the risk of death and illness from chronic diseases. Chronic diseases such as heart disease, stroke, and cancer greatly increase a person's chances of dying at a much earlier age due to ill health. Smoking is the number one cause of cancer that can be prevented. In other words, smoking is the top cancer prevention strategy. Diet is the second best way to defend from cancer and heart diseases. Cancer and coronary heart disease are responsible for 60% of early death. (Increasing fruit and vegetable consumption, 2003.) Hence, the two top causes of these diseases are highly preventable. "It has been estimated that eating at least 5 portions of a variety of fruit and vegetables a day could reduce the risk of deaths from chronic diseases such as heart disease, stroke, and cancer by up to 20%." (5 A DAY health benefits, 2003, Department of Health's The NHS Plan, 2000.) Breast cancer, colorectal cancer, and gastric cancer are just a few of the cancers that can be prevented. Loaded with plenty of vitamins and minerals, these foods also contain phytochemicals which are "non-nutritive plant chemicals that have protective or disease preventive properties," as defined by Phytochemicals (n.d.). Phytochemicals include flavonoids and fiber along with many other substances that are necessary for sustaining life. Flavonoids are found in the colored portions of the fruits and vegetables prevent the release of histamines, fight free radicals, and increase blood circulation and the immune system. Phytochemicals perform various functions including the prevention of cancer cell replication, prevention of cell damage, and the lowering of cholesterol levels. Amazingly, there are more than 900 different phytochemicals that have currently been identified and one vegetable serving contains 100 different phytochemicals. (Dresbach and Rossi, n.d.) Cancer Research UK helps to fund an international study that focuses on the connection between diet and cancer. Along with phytochemicals, fruits and vegetables also provide fiber. An international study was performed in order to gain more knowledge. The study is called the European Prospective Investigation into Cancer and Nutrition (EPIC). Diet and cancer: the evidence (2006) reports, "EPIC scientists recently found that eating foods high in fiber can reduce one's risk of bowel cancer. People who ate the most fiber had 40% less bowel cancer risk than people who ate the least. Some other large studies have supported these findings." There is much evidence to support the benefits of eating an adequate amount of fruits and vegetables. Groups such as The NHS Plan, The NHS Cancer Plan and the National Service Frameworks for Coronary Heart Disease, Diabetes and Older People also stress diet/nutrition as a top factor in the strategy of prevention. (Increasing fruit and vegetable consumption, 2003.) These are just a few reasons why the government created the 5 A DAY programme. The goal of this programme is to inform the public of health benefits gained by consuming fruits and vegetables via targeted action. Most people in England consume less than three servings per day. Children eat less fruits and vegetables than adults. The reasons that people eat such few servings include the cost, availability, and quality especially after inconveniences such as shipping, storing, preserving, etc. The government's 5 A DAY programme aims to raise awareness and change the public's attitude. Many people feel that the cost, preparation, "lack of taste", and other inconveniences are not worth it. In today's hurried society, it seems easier to grab something packaged, processed, and "less expensive". But the cost of one's health and quality of life is quite high and more expensive in the long run. Increasing fruit and vegetable consumption (2003) lists the target actions of the government in implementing and enforcing the programme: National School Fruit Scheme Local 5 A DAY initiatives National/local partners - Government Health Consumer Groups Communications programme including 5 A DAY logo Work with industry - producers, caterers, retailers The designing and implementation of the programme was meticulously done as the government, based on World Health Organization recommendations 1 and recommendations of the Committee on Medical Aspects of Food and Nutrition Policy, determined what counts toward the 5 A DAY. (5 A DAY FAQ, 2006.) Fresh, dried, frozen, canned fruits and vegetables along with their juices (as long as it is 100% juice) count toward meeting the 5 A DAY. Examples of a single serving size, or one portion, of fruit include a medium-sized apple or banana. One glass of juice is a serving size and applies to the 5 A DAY. Drinking more juice does not count for extra servings as juice does not contain fiber and other nutritious parts of the fruit. Regarding a portion of vegetables, examples a single serving include a medium bowl of mixed lettuce salad and three heaping tablespoons of corn or peas. Beans and pulse vegetables (such as lentils and chickpeas) regardless of the number of servings only count as one portion. They contain the fiber but do not provide the correct mix of nutrients. Because of their starch content, potatoes do not count towards the 5 A DAY. Vitamins and supplements do not count toward meeting programme requirement as getting the nutrients from foods are the best way. They do not contain such plant parts as fiber and are not natural forms of vitamin, minerals, phytochemicals, etc. although some may be taken in addition to consuming the recommended foods. Although it is currently being evaluated and considered, foods with additives such as sugar, fat, and salt do not count toward the daily recommendations. This is due to the fact that eating healthy also consists of reducing the intake of added sugar, fat, and salt. Nowadays it seems that the only way to avoid any form of advertising is to isolate oneself and live in a cave but not all advertising is negative and bad. It is found almost everywhere such as just by walking on the street, driving a car, or watching TV. Ference (2004) reports, "Every surface that could possibly have an ad slapped on it -- clothing, buses, taxis, myriad walls and billboards, even the snow you ski on -- now hawks something." Our lives have been finely knit into the media world where brands are often competing for the attention and purchase decisions of similar consumers. There are many definitions for the term marketing as it comprises many different aspects. Colon (1996-2000) defines marketing, "informing your potential clients about your products or service, and finding ways to establish and keep a customer base. Your target market is the specific group of people that consume your product or utilize your service. Advertising refers to the various media used to convey your message. Printed advertisement, radio air time, television commercials and the Internet are all part of advertising that conveys your business message to the public." Since we are bombarded by advertising and it definitely does have an affect on us, it was necessary to use advertising to inform and encourage the public on the 5 A Day programme. The Department of Health launched the programme by using television advertisements, or fillers, which targeted various groups: mums, mums with school-aged children, and teenagers. Hence the key audience was parents, teenagers, and younger children. As with being thoroughly planned, the programme was carefully launched to specific groups accordingly. Department of Health Launches 5 A DAY (n.d.) reports the various filler themes and who they were directed towards: Gimme 5 (targeting teenagers). A basketball team plays with giant fruits and vegetables. The filler is available in 30 and 40 second formats Bruiser (targeting primary school children). This features two children playing a card game and competing for the highest '5 A DAY score'. The filler is available in 30 and 60 second formats Market stall (targeting mums). This stresses that eating fruit and vegetables needn't be expensive or time consuming to prepare, and also portrays messages about the health benefits of eating fruit and vegetables. The filler is available in 10, 30, and 60 second formats Sell yourself (targeting mums with pre-school children). This features different fruits and vegetables, which sell themselves according to the different ways in which they can be eaten - such as in salads (for peppers), chopped and eaten raw (carrots) or added to yoghurt (tinned peaches). This aims to emphasis what counts towards 5 A DAY, and provide suggestions on how to increase consumption of fruit and vegetables as part of your existing diet. The filler is available in a 30 second format. When the 5 A DAY programme was launched, many steps were taken to insure that the programme be successfully planned, initiated/implemented, enforced, monitored, modified if necessary, and offered feedback and suggestions. Findings were extremely important. The programme had several targeted groups so each launching was different. When it was piloted into schools, children were provided with a free fruit or vegetable serving during lunches in 500 schools throughout England. This happened in the years 2000 and 2001. An evaluation was conducted by The National Foundation for Educational Research (NFER). The evaluation was performed by nutritionists from the University of Leeds. Nutritionists examined the children's attitudes toward towards eating healthier, their consumption of the plant foods, and intake of nutrients using food diaries, a questionnaire for the students, and a measuring food intake measuring tool called the Child and Diet Evaluation Tool. (Schagen, Blenkinsop, Schagen et al, 2005.) The authors report the conclusion: The SFVS increased children's awareness of fruit by enabling them to try previously unfamiliar items. The scheme also significantly improved children's consumption of fruit, but appeared not to have any wider impact on diet. .Increased consumption of fruit was not sustained when children's participation in the scheme came to an end. However, there was some evidence of increased knowledge of healthy eating, particularly in children from deprived areas. It may be that the SFVS will have a longer-term impact on children who are exposed to the scheme for a greater period of time. Further, the potential of the SFVS to positively impact on children's overall diet might well be enhanced, if implemented in the context of a whole-school policy designed to promote healthy eating. A good programme is only effective if people follow it. Therefore, the government also works with a marketing agency in order to increase public relations with those who carry the 5 A DAY license. The marketing agency also works to develop new partnerships and opportunities for promotions and advertising. By targeting professionals who work in industries that are related to health, wellness, and nutrition, the programme can be more effect. For example, the Department of Health targeted pharmacists by providing booklets on how to get the recommended portions of fruits and vegetables, portion sizes, etc. These booklets are displayed and offered to the public free of charge. Items such as postcards and posters are part of the campaign. The 5 A DAY logo, which was carefully designed, can only go on labels of foods that meet stringent requirements. As mentioned earlier, foods that contain added sugar, salt, and fat cannot carry the logo as they are not recommended. Tinned fruits that contain heavy syrup (added sugar) do not carry the logo. Even ready-to-eat meals that have the recommended amount of portion size and nutrient requirements can contain the logo. The logo is easy to see and understand. By allowing labels to have the 5 A DAY logo, people are able to quickly locate the foods that will help them meet the programme's recommended portions. Successful marketing requires employing various tactics. As we live in the age of technology, it is wise to employ the computer and the Internet. These technological advances allow organizations to deliver their messages via computer-medicated communication. Enhancing Business Community Relations: The Role of Volunteers in Promoting Global Corporate Citizenship (2003) reports that a United Kingdom charity founded by Anita Roddick, "has been at the forefront of a new wave of business thinking and action on global corporate responsibility," since its beginning. Various responsibilities of the business include "creating awareness through written, audio visual and virtual media (website and e-mail list)." There are many myths, claims, and exaggerations regarding the Internet as there are many differing opinions. However, many will agree that this technology has changed the way we think, view, and conduct business. Ashcroft (1997) quotes Wells' (1987) statement, "Without adequate communication an organization will soon grind to a halt". Kent and Taylor (2003) quote Ross and Middleberg's advice that "the Web is the first place that reporters go after the official spokespeople (or if they cannot reach a spokesperson) for information about an organization in a crisis." The government and other agencies use computer-mediated communication to deliver the message of the 5 A DAY programme, to inform the public, and to gain feedback, findings, and conclusions. I.e., at the Cancer Research UK website one can find information on healthy eating tips, contact officials, ask questions, and so much more. Healthy eating tips (2006) give examples of foods and amounts that equal to a portion size: A portion is about 80g of fruit or vegetables. This is roughly equal to: -an apple, orange, banana, or similarly-sized fruit -two plums, nectarines or similarly-sized fruit -a handful or grapes or berries -a slice of melon, pineapple or large fruit -one tablespoon of raisins or other dried fruit In conclusion, this evaluation finds that the 5 A DAY programme is complete and effective in meeting its goals to educate and encourage the public to gain awareness and to develop better eating habits. The all-encompassing marketing strategies to target specific groups include working with various partners and social marketing. Tactics that address various groups such as school children, mums with younger children, mums with teenagers, and such were implemented and evaluated. The success of pilot schemes in schools, through television fillers, posters, brochures, etc. was largely due to the advertising/marketing schemes, the knowledge and awareness (of the ease and convenience of consuming five servings per day), and findings. It was very important that schools could easily implement the programme. The logo, tips, and labeling of foods made it much easier. Results, findings, and feedback offered necessary changes, maintenance, and monitoring. Recommendations and conclusions are used for ongoing training and future programmes. This programme has been highly successful and much needed as our world has become an overfed, undernourished planet. It has made a big impact on the health of the public. Other countries including the United States have implemented and enforced the programme. Chile also sees the importance of the 5 A DAY programme as there is a low consumption of fruits and vegetables 166g per capita per day. If a programme can encourage healthier diets and more nourishment with convenience then all will benefit. Discussion Cancer and coronary heart disease are responsible for 60% of early death. (Increasing fruit and vegetable consumption, 2003.) Chronic diseases such as heart disease, stroke, and cancer greatly increase a person's chances of dying at a much earlier age. Studies have shown that smoking is the number one cancer prevention strategy. Diet is the second best way to defend from cancer and heart diseases. There are a variety of cancers that can be prevented by making lifestyle changes. Consuming at least 5 portions of a variety of fruit and vegetables a day could reduce the risk of deaths from heart disease, stroke, and a variety of cancers by up to 20%. (5 A DAY health benefits, 2003, Department of Health's The NHS Plan, 2000.) Jetter, Chalfant, and Sumner (2004, page one) report that, "Cancers of the mouth, esophagus, lung, cervix, and bladder can be reduced by about 20 percent. The incidence of pancreatic, gallbladder, breast and endometrial cancers may be cut in half by consuming recommended amounts of fruits and vegetables." Fruits and vegetables contain vitamins, minerals, fibers, and phytochemicals (plant chemicals that have protective or disease preventive properties). The prevention of cancer cell replication, prevention of cell damage, and the lowering of cholesterol levels are just a few of the roles of phytochemicals. Over 900 different phytochemicals have been discovered and it is believed that there are many more. A single serving of vegetables alone provides 100 phytochemicals. (Dresbach and Rossi, n.d.). The government created the 5 A DAY programme, which recommends consuming five servings of fruits and vegetables per day, as most citizens of England consume only three servings daily. Due to cost, preparation, "lack of taste", and other inconveniences many people are not motivated to consume more fruits and vegetables. Therefore, the government's 5 A DAY programme aims to raise awareness and change this attitude that the public holds. The 5 A DAY logo, which was carefully designed, can only go on labels of foods that meet stringent requirements. The designing and implementation of the programme was meticulously done as the government, based on World Health Organization recommendations 1 and recommendations of the Committee on Medical Aspects of Food and Nutrition Policy, determined what counts toward the 5 A DAY. (5 A DAY FAQ, 2006.) Strict requirements and guidelines determine which foods and products can carry the logo and meet the 5 A DAY standard. Much research and work went into the creation, launching, implementing, enforcing, and maintaining of the programme. Target audiences were determined and brochures, advertisements, trial samples, surveys, and feedback were directed accordingly as a good programme is only effective if people follow it. This programme was well-planned and well-implemented which has made it a success. It has made a positive impact on the public. Other countries follow suit. It is the hope of the researcher/writer that this study will encourage ongoing research, training, and future 5 A DAY programmes in order to contribute to a healthier world. References Ashcroft. L.S. (1997). "Crisis management - public relations", Journal of Managerial Psychology, Volume 12 Number 5 1997 pp. 325-332, Wells Colon.-1996-2000). What Does Marketing Mean At http://www.icbs.com/Kb/marketing/kb_marketing-what-does-marketing-mean.htm Department of Health Launches 5 A DAY TV Fillers to Encourage People to Eat More Frutis and Vegetables (n.d.). NHS Direct. Available from: http://www.5aday.nhs.uk/DownloadsResources/documents/tvfillers.aspx Diet and cancer: the evidence. (2006). Cancer Research UK. Available from: http://info.cancerresearchuk.org/healthyliving/dietandhealthyeating/howdoweknow/ Dresbach, S. and Rossi, A. (n.d.). Phytochemicals - Vitamins of the Future Ohio State University Extension Fact Sheet. HYG-5050-98. Available from: http://ohioline.osu.edu/hyg-fact/5000/5050.html Enhancing Business Community Relations: The Role of Volunteers in Promoting Global Corporate Citizenship (2003). Page 15. EBCR Philippine Country Report. Philippine Business for Social Progress, United Nations Volunteers and New Academy of Business. Copyright 2003. ISBN 9718572-44-9 5 A DAY health benefits. (2003). The NHS Plan. Department of Health. (2000). Crown. Available from: http://www.dh.gov.uk/PolicyAndGuidance/HealthAndSocialCareTopics/FiveADay/FiveADayGeneralInformation/FiveADayGeneralArticle/fs/enCONTENT_ID=4002343&chk=6XTIfl 5 A DAY FAQ. (2006). The NHS Plan. Department of Health. (2000). Crown. Available from: http://www.dh.gov.uk/PolicyAndGuidance/HealthAndSocialCareTopics/FiveADay/FiveADayFAQ/fs/enCONTENT_ID=4039413&chk=hlJWRW Ference, A. (2004). Advertising Sucks, It's EverywhereDo Something. The Black Table, 07/01/04. Retrieved October 4, 2006, from http://www.blacktable.com/ference040701.htm Healthy eating tips-getting your five a day. (2006). Cancer Research UK. Available from: http://info.cancerresearchuk.org/healthyliving/dietandhealthyeating/fiveaday/ Increasing fruit and vegetable consumption is a national priority. (2003). 5 A Day introduction. Phytochemicals (n.d.). Department of Health. (2000). Crown. Available from: Available from: http://www.phytochemicals.info/ Jetter, K.; Chalfant, J.; and Sumner, D. (2004). Does 5-a-Day Pay AIC Issues Brief, Number 27, September 2004, page one. University of California Agricultural Issues Center: 2004. Kent, M. and Taylor, M. (2003). Maximizing Media Relations: A Web Site Checklist. Public Relations Quarterly, 00333700, Spring 2003, Vol. 48, Issue 1, pages 28-92 Schagen, S., Blenkinsop, S., Schagen, I., Scott, E., Teeman, D., White, G., Ransley, J., Cade, J. and Greenwood, D. (2005). Evaluation of the School Fruit and Vegetable Pilot Scheme: Final Report. London: Big Lottery Fund. Read More