Is foodservice the cause of society's: weight problems?

Talk about hot buttons. In the foodservice arena, the areas of most interest, demand and discussion are nutrition and health. The difference between the two is nutritious products are often made to make the healthy even healthier. Products that address health, on the other hand, may be offered

Within the parameters of health, obesity has been named as one of the biggest problems facing America today. According to the Centers for Disease Control and Prevention, 65 percent of the population is either overweight or obese. Medical bills for obesity totaled more than $93 billion last year with the government covering half of that cost. Diabetes, which is often linked to obesity, rose by 50 percent between 1990 and 2000. Certainly obesity has taken its toll on many fronts.

The government is taking steps to control how foods are manufactured, how they are labeled, and what kinds of foods can be offered. Foods containing trans fats will be required to list information on the labels within the next three years; close to 180 bills addressing health/obesity have been introduced in Congress; and schools are looking at forbidding certain foods within the school lunch program and vending machines.

The food industry has taken steps to address obesity as well. McDonald's announced it will be promoting healthy lifestyles and offering more nutritional information. Kraft recently announced it will reformulate many of its products, cease in-school marketing campaigns, and take other aggressive steps in fighting obesity.

Is the foodservice industry taking extraordinary steps in fighting obesity? Is this simply a fad or trend that will go away in a year or two? The answer is "no" to both. Due to our love for frivolous lawsuits targeting the food industry--hot coffee and obesity-causing kids' meals--minds are working overtime to see how best to reach the wallets of major food companies. Recently a British publication made claims based on "scientific research" that food is as addicting as some of the most dangerous illegal drugs in the market. I would like to come clean and admit that I am addicted to food, and I must eat something daily to continue living. How ridiculous is this?

Healthy choices

Is obesity and related health issues a problem? Absolutely! Certainly the foodservice industry should take assertive steps in delivering a choice of menu items or ingredients that are healthy and nutritious, but this should not be a mandate. Food manufacturers can work with foodservice operators on creating and offering healthier and more nutritious meals as well as informing or educating, but this is a shared task.

All too often, we are quick to point fingers and lay blame for problems. Perhaps it is today's busy lifestyle, the need for two income families with decreasing supervision at home, or perhaps it is due to single family households not having the time to prepare healthy meals. Perhaps it is having 120 channels on the average TV set, hundreds of DVDs to choose from, the Internet and Instant Messaging, or the need for all youth sports to be organized by adults as opposed to simply having "pick up ball games" at the local park. Perhaps it is a society that lacks a good exercise regime. All of these can play some role in causing weight problems.

There is also the problem of obesity through heredity and diseases beyond the control of the individual.

Balanced approach

My point? The responsibility for obesity is with all of us. As parents, we need to make sure our kids are eating balanced meals and getting adequate exercise. Set good examples of nutrition and healthy eating--at home or in a restaurant--that will impact not only your own kids but also the next generation. Work with the local school foodservice or even local retailers to help create or recommend healthy options as opposed to simply laying blame. (If done effectively, this can also be profitable.) We can all realize the cost to society that obesity and related disease cause. Certainly the majority of us can take proactive steps in becoming healthier through exercise and moderation thus providing a roadmap for our own kids and grandchildren.

There is another problem, however. While research claims that consumers want healthier options, the truth of the matter is that many of us still demand portions that are huge, forcing operators to offer menu items that are based on size to stay competitive. Too often, restaurant choices are made on the amount of food bought, not necessarily on the quality, flavor, uniqueness or nutrition.

The good news is that from a new product development standpoint, this is an ideal time to create or expand upon partnerships for creating new menu options that address nutrition and health. Work closely with R & D or Menu Engineering on creating recipes that not only address health related issues but also specific dietary guidelines such as Atkins or low carb diets. These types of diets are extremely popular and will be gaining acceptance in foodservice. Applebee's, for example, just announced a five-year deal with Weight Watchers to create healthy, nutritious menu items. Offer assistance with menu development targeting kids and senior citizens, sharing information to reach those targets. What can you as a manufacturer supply that will help the operator offer a new product addressing health issues?

In addition, the distributor sales representative or broker organization needs to be educated on nutrition/health as well as given the tools to effectively communicate product benefits to the operator customers. Work with the distributor on developing a health or nutrition program that includes products and education. Help communicate this to the distributor customer, including commercial and non-commercial accounts.

Lastly, manufacturers should make every attempt through their own public relations, communications, or marketing departments to educate the public on nutritional issues. With more manufacturers coming together to address obesity and related health problems, positive results will soon be evident. Increasing knowledge on the negative impact that obesity causes while offering tips on healthy lifestyles should begin setting the stage for some dramatic changes in the way we eat, exercise and maintain our health. Together, as a unified industry, this message will be received.

Tom O'Connell is president of Marketing Concepts Inc., a foodservice business development and marketing firm located in Wisconsin that can assist manufacturers in developing unique new product solutions and marketing programs to the foodservice and retail industries. Tom can be reached at tom@marketingcpts.com or 608/798-1444.

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