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Industry and Consumer
Perspectives on the FOP Solution
Akarat Suksomcheep, Ph.D.
Classified - Internal use
Food Processing Club,
Federation of Thai Industry
7th Seminar on
Nutrition Labeling, Claims and Communication Strategies
August 29-30, 2012 - Bangkok, Thailand
Topics
Impact of Obesity Issue
Situation and Drivers
Role of Food Processors/Private Sectors
Proposed Concept to Address the Issue
Example of Industrial Initiatives
Learning and Opportunities
Classified - Internal use 2
Overweight and Obesity (“Globesity”)
Are Today’s Hot Topics
Classified - Internal use 3
Overweight and obesity are major concerns globally
1.7 billion adults & children are estimated to be
overweight or obese, globally
Undernourished/malnourished—also a major
problem (estimates of nearly 850 million)
Increased risk of Non-Communicable Diseases
(NCDs)
Impact on Quality of life and Health care costs
OBESITY IS DUE TO MANY FACTORS
Intake (Kcal)
Output (kcal)
Obesity is a result of a combination of factors:
Genetic
Metabolic
Behavioral
Environmental
Cultural
Socioeconomic No one food or beverage is to blame,
…but all calories count, including those provided by
industry
Classified - Internal use
COMMUNITY
LOCALITY
Agriculture/
Gardens/
Local markets
Health
Care
Public
Safety
Public
Transport
Manufactured/
Imported
Food
Sanitation
POPULATION
%
OBESE
AND
OVER--WEIGHT
WORK/SCHOOL/
HOME
School
Food &
Activity
Infections
Labor
Worksite
Food &
Activity
Leisure
Activity/
Facilities
Family &
Home
INDIVIDUAL
Energy
Expenditure
Food
intake :
Nutrient
density
NATIONAL/
REGIONAL
Education
Food &
Nutrition
Urbanization
Health
Social security
Transport
Media &
Culture
National perspective
INTERNATIONAL
FACTORS
Development
Globalization
of
markets
Media
programs
& advertising
Obesity is a complex, multi-factorial problem
Classified - Internal use …with no single solution
6
Doing the Obesity Math …it’s all about
balancing calories in with calories out
All macronutrients (except water) contribute calories…
Proteins
1g = 4 Kcal
Fats
1g = 9 Kcal
Carbohydrate (including sugars)
1g = 4 Kcal
Alcohol
1g = 7 Kcal
…and all calories count,
no matter what food or beverage they come from!
Energy Intake
Classified - Internal use
63.4
5.9
5.1
4.1
4 3.9
3.3
2.3
2.3 2.1
1.4
1.2 1.1
% OF DAILY ENERGY INTAKE
Rice and grain products
Pork and pork products
Freshwater food
Oil and fat
Duck/Chicken eggs
Snacks
Beans and bean products
Poultry
Seafood
Granulated sugar
Beverages
Cattle meat
Fruits
Classified - Internal use
Based on National Consumption Survey (2003-2006)
Energy intake from
food consumption in Thailand
The Challenge is…
MAJOR COMMUNICATION AND
INFORMATION CHALLENGE
Motivating and empowering
people of all ages to achieve
“Energy Balance”
EDUCATION IS CENTRAL TO
SUSTAINABILITY Classified - Internal use
The Role of The Private Sector
Helping to identify and advance workable
solutions to obesity
Work closely with key stakeholders including
o Governments
o Academia
o Health professionals
o Civil society
To promote active, healthy lifestyles,
healthy diets and adequate physical activity
Classified - Internal use
Self Evaluation
• What is our expertise and infrastructure?
• To broaden the impact of regional/local program
• Start by internal activity, among industry
• Leverage aware inside organization then affiliates
can be ambassadors
• Broaden the dialogues with stake-holders
to be a part of the solution
• Time to act is now
Classified - Internal use
Invited Theptarin Hospital to conducted AHL day at office (Jun 20, 11)
Classified - Internal use
• General health check
• Physical fitness check
• Several workshops i.e.
• Nutrition labeling & Balance diet
• Physical Activity
• Body massage
• Keynote lecture by Dr.Panya Khaimook
The Goal of the industry on obesity Improve the health of our customer through education,
our variety of products and physical activity
THINK, EAT, MOVE
Classified - Internal use
ThinkTo empower consumer with informed choice
Classified - Internal use
Energy intake = Energy expenditure
Overweight Healthy weight Underweight
Nutrition information
On-pack
Back of Pack Front of Pack
Off-pack
Brochure Website
Nutrition Information Panel
Nutrition Signpost on
Front of Pack (FOP)
Classified - Internal use
Fact-based (Guideline Daily Amounts -
GDA) (Supported by several major companies in Thailand)
Better-for-you
Multi-Traffic Lights or Hybrid (National Health
Assembly)
Classic panel
===N
utr
itio
n c
rite
ria=
===
Calorie/serve > 40 kcal,
therefore, need to put the
statement of
"not low calorie food”
Milo Powder
Coffee-mate
Calorie/serve < 40 kcal
Do not need to put disclaimer
Classified - Internal use
Examples of GDA labeling in Thailand
More than 500 SKUs at early 2011 prior to mandatory
Nestle
Energy
Kcal
80
not low calorie food
Coca-Cola
Tesco Lotus
Energy Sugar Fat Sodium
Nutritional Value per 140 g
Nutrition panel
Consumer rank 1. Energy
2. Fat
3. Sugar
4. Sodium
most of consumer do not
link Sodium with Salt
Classified - Internal use
GDA labeling from other producers
Tesco (3 tablets without Na)
Frozen foods
Carrefour (per 100 ml/day)
Energy Fat Sugar Sodium
CP (largest food company in Thailand)
Big C (local hyper marker)
Hyper market
17
2007 Dept. of Health proposed Multi Traffic Light (MTL) nutrition labeling to FDA, Industry opposed the proposal and proposed nutrition education as solution FDA issued new regulation that require for NIP on BOP labeling for snack foods i.e. potato chips, cracker, wafer, extruders & cookies
2009 National Health Assembly (NHA) proposed its resolutions to address obesity issue in Thailand to Cabinet includes 1) MTL as mandatory requirement 2) Pricing and Tax Measures 3) Sales and Marketing Restriction
Obesity debate in Thailand
Classified - Internal use
Amount per serving (XX g)
*% of Recommended Daily Intake for Thai (Thai RDI)
Fat
6 g
XX%
*
Sodium
150 mg
6.3%*
Energy
100 Kcal
Sugar
12 g XX%
* 5%*
Classified - Internal use
Multi traffic light or Color coded labeling
proposed by National Health Assembly
Amount per serving (XX g)
*% of Recommended Daily Intake for Thai (Thai RDI)
Fat
6 g
XX%*
Sodium
150 mg
6.3%*
Energy
100 Kcal
Sugar
12 g
XX%* 5%*
Nutrients Green Yellow Red
Energy (Kcal) ≤ 100 > 100 - 200 > 200
Fat (g) ≤ 3.25 > 3.25 – 6.5 > 6.4
Sugar (g) ≤ 2.5 > 2.5 – 5.00 > 5.0
Sodium (mg) ≤ 120 > 120 - 240 > 240
Color coding nutrition criteria for snack
Classified - Internal use
How can consumer
choose or interpret
multi color in real
situation??
Study impacts
on Multi Traffic
Light
Food Processing Club, FTI
Positions on Nutrition Labeling
1. All foods and beverages can be part of a
balanced, sensible diet combined with
regular physical activity
2. Fact base nutrition information shall be
displayed on front of pack of pre-packed
foods and beverages
Classified - Internal use
3. Simplified nutrition information shall included
energy (Kcal), sugar, fat and sodium per
standard serving size according to local
regulation and/or CODEX Guideline of Nutrition
Labeling
4. Collaborate with all stake-holders on consumer
education in order to leverage awareness,
understanding of nutrition information and apply
in daily life for healthy living
Classified - Internal use
Food Processing Club, FTI
Positions on Nutrition Labeling
Why should be GDA (Guideline Daily Amounts) Labeling
Fact base nutrition information on front of pack, eye
catching
Not cause misperception (do not cause good-bad food
concept) and encourage balance diet and energy
Internationally accept, implement in more than 80 countries
around the world, more than 500 SKUs in Thailand at early
2011
Nutritional value per pack (35g)
*% Thai RDI
Fat
10 g
20%*
Sodium
1500 mg
20%*
Energy
Kcal 100
Sugar
g 20
Classified - Internal use
Energy
Kcal 100
This is not low energy food This is not low energy food
Classified - Internal use
National Health Assembly
proposed (Cabinet adopted
proposal)
FDA First format All percentage + Added Sugar
Final format after
discussion (with commitment of Consumer Education)
Removed Added Sugar,
Total Sugar 65 g/day
recommendation
The second round of debate (2009 – 2011)
enforcement on Aug 24, 11
With 1 year grace period
Ap
ril 7
, 2
01
1
Classified - Internal use
• Most of snacks which mandatory
requires to display GDA on FOP
complied with new regulation
within grace period
• Voluntary format still allowed
• Several tablets sizes and font
sizes and good proportion with
label area
(some case seemed too small)
• Imported food well adapted
to the regulation with creative
solution
• Since nutrition information shall be declare per
whole pack, sometime information is not
simply applicable for decision
• Suggestion: Package which larger than
2 serves should be declared per standard serving
• Fixed format may discourage voluntary labeling
• Suggestion as long as in-line with MOPH Notification No.
182, general format should be allowed
• Format shall be harmonized among region or international
to promote food trade among region
Classified - Internal use
Classified - Internal use
1. Manufacturer training on GDA labeling
development
2. Support GDA Roadshow to raise awareness
among consumer in 4 regions of Thailand
อา่นเป็น-กนิเป็น-เน้นประโยชน-์โภชนาการด ี
3. Nutrition education booklet for educators by
Thai Dietitians Association
Classified - Internal use
FDA and Federation of Thai Industry
GDA Road Show with FDA
30 places in Bangkok and 4 major cities
Classified - Internal use
FDA and Federation of Thai Industry
Aug 21, 2012 Bangkok
“From Basic of Nutrition to GDA labeling” Workshop
• Basic nutritional knowledge for
health educator
• Energy balance and trade-off
• Reduction of sugar, fat, sodium
• Reading NIP
• Understanding GDA labeling
Classified - Internal use
Obesity – Overweight Rate and Exercise Performing Rate among Thai Population
Based on the results of 2 different survey studies conducted in 2003 - 2006 By Nutrition Division, Department of Health, Ministry of Public Health
10 20 30 40 50 60 70 Average Age <Year>
10
20
30
40
50
60
70
80
40
80
120
160
Ob
esit
y R
ate
and
Exe
rcis
e Pe
rfo
rmin
g R
ate
<%>
% of Respondent Performing Sufficient Exercise (30 min/day, 5 day/week)
% Obese (BMI > 30)
% Overweight (BMI 23 – 30)
promote physical activity in all group of consumers
promote physical activity in all group of consumers
Classified - Internal use
Sponsor sport events in all levels
o Olympics
o FIFA World cup
o Local level event
Support non-professional sport
activities
o Aerobics
o Football
o Volleyball
Coke Golden Legs Football Club
Nestle Pepsi
Tesco Lotus
Promote physical activity
o Mahidol University Bicycle Project
Support international taskforce
o Exercise is Medicines
Networking with professional association
o Bring in PA boost to Thai Dietetics Association (TDA) Annual meeting
Classified - Internal use
promote physical activity in all group of consumers
American College of Sport Medicine
Classified - Internal use
Executed Planned
1. Food Group hosted a Media Seminar
on “Thailand’s path to Healthy and
Balance Diet” in partnership with
Lean Thai
• 36 media attended (Newspaper and
TV)
• Educate media on basic nutrition
and balanced diet: “no good food
or bad food” to help them write a
more balance news
1. Press release of the Seminar (NOW)
2. Engaging press editors and report (Nov)
3. Press Interview with doctors and nutritionists
on balanced and healthy diet (Nov)
012345678
Do
mu
ch d
o y
ou
fin
dth
e in
form
atio
np
rese
nte
d in
th
e…
Do
yo
u f
ind
act
ivit
ies
incl
ud
ed in
th
is s
emin
arin
tere
stin
g an
d u
sefu
l?
Ple
ase
rat
e y
ou
rsa
tisf
acti
on
ove
r th
eve
nu
e an
d s
po
rts…
Ho
w m
uch
do
yo
u t
hin
kth
is s
emin
ar h
asim
pro
ved
yo
ur…
Ho
w e
ffec
tive
an
din
tere
stin
g d
o y
ou
th
ink
this
sem
inar
is in
…
Ho
w m
uch
do
yo
u t
hin
kth
is s
emin
ar a
nd
th
eex
pe
rien
ce g
ain
ed…
5
3
8
4 4 5
4
6
2
6 5 5
1 0 0 0
1 0 0 0 0 0 0 0
Satisfaction chart
Highest
High
Moderate
Little
Under FTI Food Group
Banner
The local experience
Private sector either international or local can contribute to improve obesity situation and prevention
Global commitment shall cascade to the fields and across functions
Industrial alignment in all levels is the keys
Single policy across industry
Work with regional and international to make significant impact
Strong commitment shall be effectively sustain with tangible outcome
Public-Private partnership is the key of success
Classified - Internal use
Classified - Internal use