4.2 Co-funding of an advocacy position to develop and implement the joint Food: Health work programme
Person employed to develop detailed strategy and implement specific projects, as defined by the Joint Initiative Group. Strategy to include high-level strategic initiatives as well as local initiatives such as working with ARPHS and MCC to improve fast food cooking practices and environments; and supporting the vulnerable families action area of LBD. 4.2.1 Soft Drinks Programme (LBD 4.3 - 4.4; 7.9) Objective
To achieve a reduction in the consumption of full- sugar sweetened soft drinks by encouraging the conversion to less energy-dense alternatives (LBD 4.3 - 4.4; 7.9). Strategies
Undertake a high profile trial involving Counties Manukau District Health Board (CMDHB), McDonald's and Coca-Cola to increase the availability of sugar-free soft drink products in McDonald's restaurants, and actively promote the benefits associated with their selection over full- sugar options. If the trial is deemed successful, plan the progressive substitution or addition of other low-energy variants.
Use the McDonald's experience to promote the adoption of the concept in other Quick Service Retailers (QSRs).
Use the initiative in the QSR sector as a catalyst to encourage retail outlets (primarily supermarkets and outlets around school environments) to give greater prominence to low energy soft drinks options through merchandising weight and possibly differential pricing.
Work with the respective QSRs to develop and implement evaluation mechanisms to measure the success of the programme. These measurements may include but not be limited to: changes to product mix in soft drink sales in trial restaurants, customer feedback, and pre/post measurement of soft drink purchase mix following merchandising and pricing trials (Scantrak).
Ensure progress updates and findings of the evaluations are forwarded to the Food:Health Joint Initiative Group (JIG)² to help inform future planning. Key partners
- JIG, Food Industry Group (FIG) signatories particularly McDonalds and Coca-Cola. Key linkages
- LBD 1.2 - 1.6; action area 2; action area 4; 5:2 - 5:4; action area 6; action area 7; 8.3 & 8.5; 9.4 & 9:5; 10.6 - 10.10; and the evaluation.
4.2.2 White Milk Programme Objective
To create a retail environment that actively encourages customers to purchase lower-fat white milk in preference to the full-fat product. Strategies
Review existing dairy industry plans in terms of influencing a move towards lower-fat milk products.
In consultation with dairy producers and distributors, develop a plan around appropriate changes to the marketing mix (particularly pricing, merchandising and promotion) to encourage conversion to lower-fat milk.
Discuss changes and gain acceptance from key retailers in the Counties Manukau area to trial the programme.
Work with the key retailers to develop and implement evaluation mechanisms to measure the success of the programmes. These measurements may include but not be limited to: product mix shifts in the monitored retail outlets (Scantrak).
Ensure progress updates and findings of the evaluations are forwarded to JIG to help inform future planning. Key partners
- JIG, FIG signatories particularly dairy producers and distributors. Key linkages
- LBD 1.2 - 1.6; action area 2; action area 4; 5.2 - 5.4; action area 6; action area 7; 8.3 & 8.5; 9.4 - 9.5; 10.6 - 10.10; and the evaluation.
4.2.3 Healthy Kai project (LBD 4.5) Objective
To review and provide recommendations to JIG and Auckland Regional Public Health Service (ARPHS) as to the future direction of the "Healthy Kai" project (LBD 4.5). Strategies
Desk research of existing programme review.
Update position with key stakeholders and customers.
Review options (continue, modify, abandon or replace) and make recommendations
Work with key stakeholders to implement agreed recommendations.
Work with key stakeholders to develop and implement evaluation mechanisms to measure the success of the programme.
Ensure progress updates and findings of the evaluations are forwarded to JIG and key stakeholders to help inform future planning. Key partners
- JIG, FIG signatories, ARPHS. Key linkages
- LBD 1.2 - 1.6; action area 2; action area 4; 5.2 - 5.4; action area 6; action area 7; 8.3 & 8.5; 9.4 & 9.5; 10.6 - 10.10; and the evaluation.
4.2.4 Healthy Food Parcels (LBD 4.5; 9.5) Objective
To explore ways in which the food industry can assist food parcel providers to offer healthy, well balanced and nutritious products for the most vulnerable families in the district (LBD 4.5; 9.5). Strategies:
Meet with key food parcel providers and review current system.
Determine changes in terms of product mix to improve overall nutrition.
Canvas identified manufacturers/ importers/ suppliers to determine their ability to assist with appropriate product(s).
Develop an action plan forward and support its implementation. Key partners
- JIG, FIG signatories, Ministry of Social Development (MSD), ARPHS and social service providers. Key linkages
- LBD 1.2 - 1.6; action area 2; action area 4; 5.2 - 5.4; action area 6; action area 8; action area 9; 10.6 - 10.10; and the evaluation.
4.2.5 Healthy Canteen Business Model Pilot (LBD 7.7) Objective
To provide practical advice, support and assistance to the ‘Healthy Canteen Pilot' being trialled at Tangaroa College so as to ensure it achieves its goals (LBD 7.7). Advice, support and assistance to include the sourcing, merchandising, pricing and promotion of a healthier school canteen menu. Strategies
With the service provider work to create an "ideal" menu for the pilot school and assist in the sourcing of "healthier" options for both meals and snacks.
Assist in researching the appeal of any proposed menu items.
Develop "combo" meal packages that will encourage and reward healthier purchases, while still providing flexibility of choice.
Review pricing elements to reflect favorably on healthier choices.
Assist in the creation of menu and pricing boards to effectively merchandise the new meal and snack range.
Work with the service provider to develop and implement evaluation mechanisms to measure the success of the pilot.
Ensure progress updates and findings of the evaluation are forwarded to JIG to help inform future planning. Key partners
- JIG, FIG signatories, Diabetes Projects Trust (DPT), NEW/AIMHI, Tangaroa College Key linkages
- LBD 1.2 - 1.5; action area 2; action area 4; 5.2-5.4; action area 7; and the evaluation. 4.2.6 Healthy, Active Workplaces (LBD 1.6) Objective
To support LBD's healthy, active workplace initiative by encouraging food industry employers to enroll and participate in the workplace programme - the "Heartbeat Challenge" or HBC (LBD 1.6). Strategies
Review the HBC and identify any possible gaps and/or barriers that may impact on the food industry sector's participation in the programme; and provide recommendations to address these.
Present the review to CMDHB and ARPHS for consideration and endorsement.
Provide advice, support and assistance to ARPHS in the promotion of the programme to food industry employers when/as required. Key partners
- JIG, FIG signatories, ARPHS. Key linkages
- LBD action area 2; action area 4; 5.2 - 5.4; and the evaluation.
4.2.7 Social Marketing Programme (LBD 2.4 - 2.5) Objective
To provide marketing expertise and resources to the development and implementation of LBD's social marketing and communications strategy so as to ensure it achieves its goals (LBD 2.4 - 2.5). Strategies
Provide advice and support to the providers responsible for developing and implementing LBD's social marketing and communications strategy when/as required.
Provide access to other experienced food industry marketers, planners and researchers to assist in the strategy development
Encourage appropriate food industry partners' support to social marketing activity. Key partners
- JIG, FIG signatories, social marketing providers. Key linkages
- All LBD action areas; and the evaluation. 4.2.8 HealthPoints Objective
To evaluate the feasibility and possible mechanics of a card or stamps based system to reward healthier retail (food initially) purchases. Strategies
Discuss concept and potential for trial with potential partners (healthcare providers, reward companies).
Establish project team to undertake initial feasibility.
Present feasibility report to JIG for consideration by Aug 2006. Key partners
- JIG, FIG signatories. Key linkages
- LBD 1.2 - 1.6; action area 2; action area 4; 5.2 - 5.4; action area 6; action area 8; action area 9; 10.6 - 10.10; and the evaluation.
4.2.9 Communications on Initiatives Objectives
To explore ways in which the community of Counties Manukau can be informed on and kept up to date on food industry initiatives that support improved health outcomes. Strategies
Present strategy to JIG for consideration by April 2006.
Implement agreed recommendations from May 2006. Key partners
- JIG, FIG signatories. Key linkages
- All LBD action areas; and the evaluation. |
Trial now in place for seven months. Detailed discussions between McDonald's and SoPH have
proven success of the initiative.
Discussions continue with other QSRs and we plan to release appropriate data from the trial to give confidence to them with their own initiatives Discussions continue with major supermarkets in the area to trial merchandising layouts giving greater prominence to low energy drinks. This will probably occur as part of the Social Marketing plan where communications around the benefits of low energy drinks will need to be supported by changes in the retail environment.
Successfully in place with McDonald's and will be used as a template for other QSRs. In place
Milk suppliers claim active support for lower fat milks in their existing marketing plans.
Have presented a trial idea to Progressive for consideration - no response to date. Will reapproach dairy suppliers to get an up dated appreciation of their plans and see opportunities for the active promotion of lower fat milks
Have completed a series of workshops with the Otara HK group to allow them to develop both a strategic and annual plan.
This is to be presented mid July.
Will then work with small teams formed to implement key action areas in the agreed plan. Supporting activity:
MCC - Need for capacity building for Otara Business Association to support Otara Healthy Kai promoted to Town Centre revitalization team - MCC. DPT
Leadership with ARPH and Otara health on the Otara plan. Several meetings have occurred to consult with stakeholders. Strategic plan has been discussed and draft action plans developed.
Hub and wheel approach of centralized parcel production for distribution by local provides has been accepted and meeting with key stake holders will happen in July.
Need to develop brief business plan to present to the Food Industry for consideration regarding on- going donations/subsidized prices on key parcel components
Now achieved Achieved Achieved and in place from Term 2, 2006 Achieved Achieved Working to install a cash register with sale recording facilities to undertake simple tracking of sales by item and category. Expected to be in place by August.
Documentation of Healthy Tuck shop model at final stage of completion.
Menu discussion completed.
Pricing of foods and combos completed.
Creation of display boards near completion.
Have identified potential pilot company keen to participate in a documented trial which could then be presented to other businesses. Continue to work with ARPHS as required Supporting activity:
MCC - Refer 1.6 above
Actively working at the interface between CMDHB staff and FCB on the communications package for LBD. Have arranged for Jo Sutherland of Progressive Enterprises to join the S.M. Leadership Group to provide industry perspectives and experience.
Exploring potential with existing card provider. Newly appointed Executive Director of the FIG has been charged with implementing a web-based system to capture and distribute information on food industry initiatives that can be promoted in Counties Manukau retail outlets. | 
