Transcript Dr Simon Poole – Chairman`s Introduction

FDIN Seminar June 2012 The Mediterranean Diet
The Next Big trend
“It seems that as an industry we’re always on the
back-foot being blamed for making people fat
and shortening their lives, but here’s our chance
to get on the front-foot and run with a really good
way-of-eating which ticks all the health boxes
and is delicious and convenient.”
The Mediterranean Diet in context ;
Past, Present and Future
Health and consumer demand
The “slow food” movement
“Field to fork”
Scratch Cooking
The more sophisticated customer
The olive oil experience and early adopters
The public health agenda
Opportunities....
The Mediterranean diet - endorsed by the UK’s
leading health brand
And also in the USA
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Contradictions? Conspiracy?
The Real World – a Confusing Place
How do we make sense of the
small print?
Sometimes there is no
smallprint
And the yellow fatty stuff is just as confusing...
How much goes on my toast?
“healthy living” ?
“Healthy living” Chicken dish ingredients;
White rice, water, dehydrated chicken (20%), modified maize starch, salt,
tomato ketchup, onion, sugar, red pepper (2%), pasteurised egg, vegetable
oil, dried skimmed milk, potato starch, stabiliser, xantham gum, white
pepper, pectin, light soy sauce, colour (capsanthin), sweetener (aspartame),
chicken stock, duck fat, dextrin, flavourings, chicken skin, maltodextrin,
chicken broth, molasses, acidity regulator, lactic acid, potassium sorbate,
pork gelatine and caramelised sugar powder.
And for desert – a “Healthy living” sponge pudding;
Water, raspberries(22%), sugar, wheat flour, pasteurised egg, modified
maize starch, dextrose, humectant, milk protein, whey powder, wheat
starch, disodium diphosphate, calcium phosphate, polyglycerol esters of
fatty acids, mono and di-glcerides of fatty acids, rice starch, guar gum,
xantham gum, salt and citric acid.
Healthy Eating – a Recipe for Misery and
Confusion?
• Current trends in healthy eating - negative messages - “25%
less…” “Low in….”
• Discredited “science”
• Compromise of taste in “healthy eating” foods
• Ingredients in “healthy eating” products - consumer trust issues e.g. additives, high salt
• Supplements and tablets to replace foods
• Reactionary/ “fad diets” - e.g. Atkins
• Uninspiring policies of “nudge” and “nannying” – or just
unimaginative.
• ? The blame game and enforcement. Taxing fats?
The 50bn Dollar Supplements
Confused? Maybe our favourite celebrities
can help
Our Confusing and Hostile
Environment
Does it matter?
The Timebomb
And it’s certainly not just about
obesity
• Diet is thought to be a causal or contributing factor
in up to half of cancers.
• Lifestyle (lack of exercise and dietary habits) is
thought to be a direct cause in over fifty percent of
heart attacks.
• Diet and lifestyle patterns have been shown to
reduce the risk of “cardiac events” by 76%and to
potentially increase life expectancy free from heart
disease by an average of nine years
(Eurosciences Communicatons 2000)
Changing attitudes towards health –do
consumers care?
“It’s important for
me to eat healthily”
“I often don’t eat
as healthily as I
think I should”
“I am concerned
about the safety
of food today”
“I prefer foods that
are natural”
Source: Homescan Survey February 2000 and February 2006
People know what to do.
“Which of these things would you be more likely to do to improve your diet?”
51%
Eat 5 portions of fruit and veg
68%
53%
Drink more water
74%
37%
Eat less
40%
33%
Eat low fat versions
2006
2008
26%
14%
Eat calorie controlled food
14%
5%
Eat functional foods
5%
11%
% respondents
None of these
5%
Source: Homescan Survey Nov 2006 and Feb 2008
Realness & integrity driving growth
Indulgent
Focus on innovation,
realness & integrity
Feel great!
High Frequency/Top Up
Focus on price and availability
Feel better
Main Shop
Low growth, range rationalisation to
maintain efficiency
Maintenance
Source: ACNielsen 2007
Understanding The Simplicity of Excellent
Nutrition - The Mediterranean Diet
1.Observational Study meets.....
2.Modern Science meets.....
3.Our Understanding of Nutrition meets.....
4.Causal Plausability.....and the Med Diet!
But Firstly, what the
Mediterranean Diet is NOT
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A Single Defined Entity
A Single Regional Diet
A Single Defined Food
A “Diet”
A Passing Fad
Just Food
A Series of Complex Recipes
Lasagne by the Swimming Pool!
So, what is the Mediterranean
Diet?
• Dietary fat 25-35% (Crete 40%) - majority MUFAs/olive
oil
• Fruit, vegetables, legumes and cereals
• Fish
• Nuts
• Dairy products and alcohol in moderation
• Low intake saturated fat compared with ‘western diet’
• Naturally low saturated fat, cholesterol lowering, low GI,
low salt, high fibre, antioxidant diet.
= low sat fat, salt, sugar
= high antioxidant, high protection
Calories in = Calories out
1.Observational Studies; Ancel Keys
and Beyond...
1990s CHD Mortality /100,000
300
250
200
150
CHD Mortality rates
100
50
0
Sweden
UK
Austria
USA
Greece
Portugal
Merec National Prescribing
Bulletin 1999 Vol 10 no.2
2.Modern Science
• Well established, evidence base increasing
(NEJM Epic study and longevity, Nutrition Review February 2006, analysis of 43 intervention studies,
large scale meta analysis in the BMJ Sept 2008 by Sofi et al, further review published more recently by Kastorini
2011 in the Journal of American Cardiology with a study number total of over half a million relating more
specifically to Metabolic Syndrome - the "epidemic of the 21st century".)
• Associated with decreased risk of chronic heart
disease, cancers, obesity, metabolic syndrome,
death and morbidity - positive association with
increased longevity
(references and bibliographies available appendix www.tasteofthemed.com.)
• Studies robust & exclude confounding factors
• Increasing scientific understanding of reasons/
traditional knowledge
• “High protection/low damage” dietary factors
• Inflammation, free radicals, antioxidants…
• But it is not available in a pill……
It really does make a difference
“Following Myocardial Infarction 14 people will need to be
given Mediterranean dietary advice to prevent 1 death”
(NHS Centre for reviews and dissemination Source British Dietetics Association)
And transposable - Australian & Danish studies - 25% reduction in
mortality after 2 years (British Journal Nutrition 1999)
Evidence emerging every month ;
July 2011; Journal of the American Medical Association; Study shows
factors of Mediterranean Diet, not smoking, exercise and healthy
weight decreased risk of sudden cardiac death. Added together by
92%.
June 2011; study looked at about 8,000 people over 65 and finds that
those who had larger quantities of olive oil in their diet had a 41%
lower risk of a stroke The differences between the largest and
smallest users was 78%. – Samieri Journal of Neurology
3.Our Understanding of Good Nutrition
– Simple Rocket Science
• Carbohydrates, the GI Index and its
influences
• Fats – the good the bad and the ugly
• Protein, Exercise and Calories
• Micronutrients
• Phytochemicals and Antioxidants
• Salt, flavourings, herbs
The beauty of colours – phytochemicals and antioxidants:
preventing heart disease and cancer
Red: Lycopenes and Anthocyanin
Tomatoes, Red Peppers, Grapes, Red Onion
Yellow/Orange: Carotenoids and Bioflavanoids
Yellow Peppers, Carrots, Citrus Fruits
Blue/Purple: Anthocyanins and Phenolics
Eggplant, Currants, Figs
Green: Lutein and Indoles
– Broccoli, Lettuce, Cucumber
White: Allicins
– Onions, Garlic
• Olive oil: cancer prevention - oesophagus, colon, breast,
prostate (lignans cf tamoxifen, squalenes, phenols)
• Garlic: immunity, blood clot inhibition (allium compounds)
• Coloured vegetables: tomatoes, peppers - cancer
prevention (flavanols including lycopenes etc)
Good Health is about how we combine
these ingredients
A new Trademark?
Introducing the Poole Patented.....
Logi-hifi-losat-losal-cholo-antioxi-himonosexer-sizereducing diet”
Or Alternatively...It’s The
Mediterranean Diet
4.Biological Plausibility - Our
Natural Diet
Because it’s what of bodies have
evolved for........
Traditional Mediterranean diet;
healthy and palatable - whole and wholesome
Olive Oil – At the Heart of the
Mediterranean Diet
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Not from Concentrate
A Place in History
Health Qualities as a single Ingredient
Ubiquitous with Fresh Produce
The UK Market
EFSA and Health Claims
The Emerging Science of EVOO
Is all oil the same? – quality, taste and
chemistry
The Mediterranean Diet and
Commercial Opportunities
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Celebrating Good Food
Eating to Enjoy
The Health Message
Combining “Pure” Ingredients and Natural
Produce
• Supporting Scratch Cooking
• Or “Unprocessed” Ready Meals
Commercial Opportunities
Commercial Opportunities
Positively Good for You