SECTION 2: FOOD POLITICS
Section 2: Food Politics
Resource management
Content
Elaboration
Food Politics
EU Directives
The role of the Food Standards Agency
The role of DEFRA/SEERAD
European directives
Background to the influence of EU directives on consumer law in the UK
On becoming a member of the European Union (EU), the UK was obliged to
sign the Treaty of Rome. Amongst other things, this included agreement that
the member states would cooperate to produce a common set of trading laws,
ostensibly for the benefit of the consumer in these countries.
A directive is a legislative act of the EU that requires member states to
achieve a particular result without dictating the means of achieving the result.
When adopted, directives give member states a timetable for implem entation
of the intended outcome.
At present, if the member countries can reach agreement regarding what the
various laws should include then these are accepted and implemented
throughout the member states.
Certain other EU bodies are consulted, ie the European Parliament and the
Economic and Social Committee (ECOSOC). The Consumers’ Consultative
Committee and Consumers in the European Community Group have been set
representation on their behalf.
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What is a European directive?
 A European directive is a form of EU regulation designed to ensure that a
common set of rules and regulations are followed throughout all EU states.
 A directive is an outline plan only and instructs member countries what
should happen to ensure consistency throughout EU states, bu t leaves the
decision up to individual state governments as to how to do it. Member
states are left with a certain amount of leeway as to how the exact rules are
to be adopted.
 Directives are only binding on the member states to whom they are
addressed, which can be just one member state or a group of them. In
practice, however, with the exception of directives related to the Common
Agricultural Policy, directives are addressed to all member states.
The purpose of a European directive is:
 to make a common set of trading laws throughout all EU states
 to try to harmonise and create common standards instead of having
separate rules or standards. In certain instances this has meant changing
some of our national laws and because of this some decisions which aff ect
our lives are made within other EU countries. As we want to belong to the
EU this means we have to be prepared to compromise. Obviously this
makes the law-making process very complicated and it often takes a long
time
 to give an outline plan for proposed legislation in the member countries of
the EU.
The following are some examples of areas where we have been affected by
EU policy.
Influence of the EU on food law
(a)
Weights and measures
 The change from the UK minimum weight and measures uses an
average weight system to control weight markings. It means that a
few packages are allowed to contain slightly more or less than the
stated quantity as long as the total number averages out to that
amount.
Goods which have been packed using the average weight
system will use this label. It is the EU symbol showing that
the packer is measuring the European way. This symbol is
understood throughout all member countries.
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 Standard packaging where goods are sold in prescribed
amounts/sizes – many basic foods can only be sold in pre-determined
constant qualities, for example tea, sugar, coffee, butter and
margarine, and this enables the consumer to easily compare the
prices of these commodities.
 Food sold pre-packed should show weights in metric measurements –
kilograms and grams rather than pounds and ounces.
(b)
Additives
In most EU countries the use of additives is controlled. Additives in the
UK have been strictly tested. The European directives have:
 set a list of authorised additives for use in the EU – the countries
each have a list of substances which experts consider are safe to use
 stipulated how additives must be stated on food labelling, ie E
number with additive category before usage.
(c)
Food labelling
 All food must now be clearly marked with it s name and description,
and most pre-packaged food must show a list of ingredients and how
long it can be kept.
 In the ingredient listings all additives (except flavouring) must be
identified by their E numbers and the type of additives they are must
be indicated, eg colouring, preservatives, etc.
 In addition, EU restrictions are placed on which additives are
permitted in food, ie there is an approved list of additives considered
safe for use.
 The labelling sets out details with regard to products which hav e a
low energy/reduced energy claim.
 Food packages must be sold in metric weights.
 Pre-packed food products should carry a date of minimum durability.
This is normally a best-before date, which is the date up to and
including when the food will be in the best condition. Recent debate
has focused on the possible removal of the best -before date from
food labels.
 A use-by date should be used on pre-packed foods that are
microbiologically highly perishable and could be a danger to the
consumer’s health. These dates must be adhered to, to avoid the risk
of food poisoning.
 Where the use-by date is indicated, it must be followed by a
description of good storage conditions.
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 There is a standardised format for inclusion of the optional
nutritional labelling of food items.
 The EU is keen to harmonise standards for processed foods and a
number of these proposals have been contentious because different
EU members and consumers are used to their own way of doing
things.
 Directives now apply on the regulation of novel foo ds and foods for
particular nutritional uses.
 An EU directive 2003 that came into force in 2004 has clarified some
aspects of food labelling and ingredients. Food manufacturers are
required to list 12 potentially allergic ingredients. The allergens
include cereals containing gluten, fish, crustaceans, peanuts, soy,
milk and dairy products, nuts, celery, mustard, sesames seed and
sulphites. The list of allergenic food ingredients will be updated as
required on the basis of recent scientific knowledge. The di rective
underlines the principle that all ingredients should be listed clearly
on labels whenever they are used in pre-packed foods. Labels will
also need to give clear information about ingredients made from
these foods, for example a glaze made from eggs .
The aims of this directive are:
 to give a high level of health protection to consumers – many
consumers suffer allergy conditions ranging from very mild to
potentially fatal
 to ensure that all consumers are appropriately informed as regards
foodstuffs through the listing of all ingredients
 to provide consumers who have allergies or intolerances with more
comprehensive information on the composition of foodstuffs.
(d)
Safety/hygiene
 Member states have agreed to harmonise food safety regulations on
the retailing and catering of all foodstuffs and in the future may
harmonise standards for processed foods.
 Hygiene directives now apply to specific products , such as meat, fish
and milk.
 Directives apply to the use of food contact materials and packaging.
The role of the Food Standards Agency
The Food Standards Agency (FSA) is an independent food safety watchdog
set up by an Act of Parliament in 2000 to protect the public ’s health and
consumer interests in relation to food.
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The Agency regularly consults with consumers by holding meetings in public
and seeking and publishing people’s views.
The FSA is concerned with the whole food industry – from farming, food
production and distribution, to retail and catering. It addresses food safety
issues at every stage of the chain, providing information and guidance on best
practice and legal requirements.
The FSA has the following roles:
Food safety
 FSA provides independent advice and information to consumers and the
government on food safety, so ensuring safe r food for consumers and
reducing food-related illnesses.
 The microbiological safety of food throughout the food chain is promoted
by the FSA. It is responsible for reducing food -borne disease, promoting a
hazard analysis-based approach to food safety management and providing
guidance for producers, retailer, caterers and consumers.
 The FSA works with local authorities to make sure t hat food law is applied
throughout the food chain. It provides advice on a range of enforcement
issues. The advice sets out the rights and responsibilities of enforcement
authorities and food businesses and helps ensure that food safety and legal
requirements are maintained. This protects the consumer through effective
enforcement and monitoring of food -related regulations and policies.
 The FSA controls genetically modified food for human consumption and
animal feedstuffs, so ensuring safe food for consumers.
 The FSA licenses and inspects manufacturers who produce irradiated food.
 The Meat Hygiene Service (MHS) is an executive agency of the FSA. The
FSA is the central competent authority within the UK responsible for
carrying out official controls in approved fresh meat premises. This
includes:
– monitoring and enforcing food safety standards through the MHS
– licensing of meat processing companies and hygiene controls on meat
and meat products.
 In Scotland, the FSA deals with issues relating to food hygiene, fish,
shellfish, milk hygiene, radiological safety and food emergencies.
 The FSA looks at and controls the production of novel f oods being
developed by manufacturers. A novel food is defined as a food or food
ingredient that does not have a significant history of consumption within
the EU before May 1997.
 The FSA represents the UK on matters of food safety and food
standards in the EU and worldwide, which helps make sure that all
imported food meets the necessary regulations and is safe to eat.
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 The FSA helped in the development of food labelling to give more
accurate and easy-to-understand information to help with the safe storage
of food and therefore help prevent outbreaks of food poisoning.
 The FSA links with industry to keep up with technological developments
to deliver the high standards of quality and safety that consumers deserve.
Monitoring the composition of food and food labelling and additives
 The FSA supports consumer choice through promoting accurate and clear
food labelling, helping consumers to understand labelling and make
informed choices, eg the traffic light labelling system.
 The FSA protects the interests of the consumer because it helps consumers
by making sure that all food labelling complies with the appropriate
legislation.
 The FSA monitors the use of food additives. It carries out work on additives
to ensure their presence in food does not compromise food s afety.
 The FSA negotiates controls on additives at European level to help protect
consumers. Additives must be tested for safety; if they are not deemed safe
they are not permitted in food in the UK or in any other part of the EU.
Advice about the nutrient content of foods and dietary issues
 The FSA gives advice to the public on food safety and nutritional matters,
thereby raising awareness. It helps to educate the public through leaflets,
posters and a website that has online experts on nutrition and health to
answer queries.
 The FSA commission a range of scientific research and survey work to
ensure that advice to consumers is accurate and up to date. Some examples
of this work include surveys of the national diet, shopping surveys,
consumer research in attitudes towards food safety and nutrition , and also
research into the nutrient content of foods.
The Department for Environment, Food and Rural Affairs and
the Scottish Executive Environment and Rural Affairs
Department
What does the Department for Environment, Food
and Rural Affairs do?
The Department for Environment, Food and Rural
Affairs (DEFRA) deals with a wide range of issues from
climate change and biodiversity to foot -and-mouth and
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the Common Agricultural Policy. It works for the essent ials of life – food,
air, land, water, people, animals and plants.
This department oversees the regulation of the food industries in the UK,
including animal welfare, safety standards and environmental issues.
DEFRA has roles in both EU and global policy -making, so its work has a
strong international dimension.
The Scottish Executive Environment and Rural Affairs Department
(SEERAD) is the Scottish version of DEFRA.
DEFRA’s aims
To achieve sustainable development, which means a better quality of lif e for
everyone, now and for generations to come , including:
 a better environment at home and internationally, and sustainable use of
natural resources
 economic prosperity through sustainable farming, fishing, food, water and
other industries that meets consumers’ requirements
 thriving economies and communities in rural areas and a countryside for
all to enjoy.
DEFRA’s responsibilities
 Protecting and improving the environment, for example:
– improving air quality
– promoting an effective and competitive water industry that provides
high-quality drinking water
– preserving a healthy marine environment
– protecting health with controls over the release into the environment of
chemicals, Genetically Modified Organisms GMOs and radioactive
substances
– reducing pollution, especially from gases like carbon dioxide , whose
emissions affect the atmosphere and climate.
 Development of the economy in rural areas, for example:
– making an attempt to reduce rural poverty through the development of
the economy
– ensuring that agriculture contributes to the development of the rural
economy
– addressing the needs of people living in rural areas , to help them to
have jobs and money, a sense of community and fair access to transport,
housing, health services, schools and technology such as the internet.
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 Promoting a sustainable, competitive and safe food supply chain which
meets consumers’ requirements, for example:
– safeguarding the continuing availability to the consumer of adequate
supplies of wholesome, varied and reasonably priced food and drink
– looking at the way food is produced and how it reaches consumers –
DEFRA want to make sure that the people who produce food can make
a profit, without damaging the environment , and are therefore
encouraging farming processes that do this
– encouraging the development of local, speciality and other value
products and new product processes.
 Promoting modern and adaptable farming methods at home and
throughout the EU, for example:
– contributing to reforming of the Common Agri cultural Policy, for
example by finding ways to prevent future animal, plant and fish
disease outbreaks and to help affected areas to recover
– modernising agriculture to increase competitiveness.
 Promoting better management and use of natural resources, for
example:
– cutting down on the amount of waste that is produced
– meeting tough targets for recycling by encouraging positive
environmental practices such as increasing household waste recycling
and composting.
 Protecting public health in relation to diseases which can be
transmitted through food, water and animals and to ensure high
standards of animal health and welfare, for example:
– reducing the risks of future outbreaks of all animal diseases , such as
BSE and foot-and-mouth
– if these diseases do occur, DEFRA ensure that they can control them
and are responsible for putting in place procedures to allow this to
happen (both prevention and control)
– ensuring that farmed animals and fish are protected by high welfare
standards and do not suffer unnecessary pain or distress
– ensuring that as wide a range as possible of high -quality, safe medicines
are made available to animals.
 Within the food industry DEFRA is responsible for giving guidance on
a range of foods, for example:
– providing guidance and information for egg and poultry producers
– providing guidance and information for the new EU beef labelling
system
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– providing guidance and information on EU regulations for the
protection of food names on a geographical or traditional basis , eg
Scottish shortbread
– providing information on the speciality food and drink sector, eg hand made chocolates, small-scale cheese production.
The Scottish Executive Environment and Rural Affairs
Department
SEERAD is responsible for advising the Scottish governmen t on policy
relating to agriculture, rural development, food, the environment and
fisheries, and for ensuring the implementation of those policies in Scotland .
SEERAD’s main aims are:
 to help improve the economic performance of Scotland’s agriculture,
fishing and food industries within the wider context of sustainable
exploitation of Scottish land, sea and freshwater resources and rural
development, whilst at the same time protecting the interests of the
consumers, protecting and enhancing the environment , and ensuring a fair
deal for taxpayers
 to support government ministers in helping the people of Scotland secure a
high quality of life through ensuring there is sustainable development of
the natural resources, in particular by securing a clean, healthy and safe
environment, ensuring a safe and effective water industry, and improving
people’s enjoyment of the environment.
 to promote rural development and ensure that the needs and interests of
rural Scotland are reflected in all of the Government’s policie s and
priorities.
SEERAD ensures that there is effective implementation of the EU Common
Agricultural Policy and Common Fisheries Policy in Scotland. It is also
responsible for assisting the development of agriculture, regulating fish
stocks and promoting fisheries conservation measures, and for taking action
against plant, animal and fish diseases within the controls of EU single
market requirements. SEERAD also encourages high animal welfare
standards on farms and in transportation.
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Resource management
Content
Elaboration
Food Politics
Food, nutrition and health policies in Scotland
The Scottish Diet Action Plan (SDAP) was implemented in 1996 at a time
when Scotland had a poor record of diet-related health. The aim of the dietary
targets was to reduce diet-related mortality and morbidity in Scotland,
particularly related to conditions such as heart disease, cancer, diabetes and
obesity.
The Scottish dietary targets
The dietary targets form a framework for tackling the long -standing
deficiencies in the Scottish diet.
Dietary targets
Fruit and
vegetables
 Average intake to double to more than 400 g per day
Bread
 Intake to increase by 45% from present daily intake of 106 g,
using mainly wholemeal and brown breads
Breakfast cereals
 Average intake to double from the present intake of 17 g per
day to 34 g per day
Fat
 Average intake of total fat to reduce from 40.7% to no more
than 35% of food energy
 Average intake of saturated fatty acids to reduce from 16.6%
to no more than 11% of food energy
Salt
 Average sodium intake to reduce from 163 mmol per day to
100 mmol per day
Sugar
 Average intake of Non Milk Extrinsic (NME) sugars in adults
not to increase
 Average intake of NME sugars in children to reduce by half ie
to less than 10% of total energy
Total complex
carbohydrates
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 Increase average non-sugar carbohydrates intake by 25% from
124 g per day, through increased consumption of fruit and
vegetables, bread, breakfast cereals, rice and pasta , and
through a 25% increase in potato consumption
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Fish
 White fish consumption to be maintained at current levels
 Oil-rich fish consumption to be doubled from 44 g per week to
88 g per week
Breastfeeding
 The proportion of mothers breastfeeding their babies for the
first six weeks of life should increase to more than 50% from
the present level of around 30%
The report Review of the Scottish Diet Action Plan 1996 –2005, produced in
2006, evaluated progress with implementing the SDAP. Four areas of the
SDAP have been identified as achieving some success:




improved breastfeeding rates
improved food and diet in schools
community food initiatives
health education resources and marketing campaigns.
Despite these successes in delivering the SDAP, Scotland is still failing to
meet its dietary targets. The dietary trends identified in the report show the
following:
 An increase in the amount of fruit and fruit juice consumed but a reduction
in the amount of vegetables eaten.
 No improvement in intakes of bread, breakfast cereals and both white and
oily fish.
 Consumption of bread (total and brown/wholemeal bread) fell over the
past 10 years instead of increasing by 45% and the consumption of
potatoes fell by 25% instead of increasing by 25%.
 The impact of changes in food intakes on nutrient intake targets was also
small, with a slight reduction in fat consumption as a percentage of food
energy (but still in excess of the 35% recommended by the dietary targets).
 An increase in the amount of energy provided by NME sugars instead of a
decrease.
 The consumption levels of the ‘healthy’ foods targeted to increase are
significantly lower in the most deprived groups of the population.
Reasons why the dietary targets are not being met in Scotland
Access to shops
 The lack of availability of fresh food, eg fruit, vegetable, fish and healthier
products, in local shops at a suitable price is often a problem – the more
expensive local corner shop may often still be the main supplier of basic
food items for the elderly, lower income groups and those living in areas
of high deprivation.
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 Fresh food, eg fruit and vegetables, in local shops can often be poorly
displayed and be of poor quality so people are less likely to purchase them.
 Poor storage facilities in such shops means fresh fruit and vegetables
deteriorate more quickly, resulting in both loss of nutrients and less
availability of ‘quality’ foods. Also, as they may be considered expensive,
money will not be spent on them as they go off quickly.
 Local shops tend to sell a higher proportion of lower -cost, longer-lasting
convenience foods, which can be higher in fat, sugar and salt. Access to
fresh produce such as fruit and vegetables may be a problem so
consumption is lower.
 There is often a poorer selection in local shops, especially of lower
fat/sugar varieties, fruit and vegetables so there is less motivation to buy
these products.
 Large supermarkets may have a wide range of high fat/sugar foods that are
tempting and encourage consumption.
 The person doing the shopping will dictate the quantity and type of food
purchased eg fruit and vegetables. As a result there may be limited choice
of these type of foods within the home if not purchased. High-fat foods
may be purchased, depending on the shopper’s priorities.
Poor housing and poverty
 The financial situation of the family will heavily influence the eating
experience at home.
 Poor housing and limited finances often equate with poor cooking
facilities so convenience foods are used more often and fruit and
vegetables are avoided.
 Less incentive to prepare fresh foods when facilities are poor so more
reliance on prepared convenience foods, which may higher in fat, salt and
sugar.
 Healthy options and fruit and vegetables can be more expensive, or are
perceived to be, and so they do not sell well in deprived communities.
Healthier options can often be more expensive, especially for low-income
groups.
 The cost or perceived cost of fruit and vegetables will affect the range
eaten. Prepared packs of fruit and vegetables may be expensive even
though they are useful for those who lack food pre paration skills.
 Unable to produce homemade foods if food preparation and cooking
facilities poor.
 Varying priorities within families – TVs and games consoles may all take
precedence over a healthy diet.
 Fear of wasting food if healthier options, fresh fr uit and vegetables are
tried and not liked, especially if income is limited.
 Fresh foods have a limited shelf life and therefore are more prone to waste.
 Limited family income may mean cheaper, less healthy options are chosen.
Fatty foods are filling and cheap – important if budget is limited.
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Education/knowledge
 Wording of dietary targets is confusing, making it difficult for the general
public to know what they are supposed to be eating and how much of it is
required to meet each target.
 Lack of appropriate education/practical skills means people do not know
what or how to change, nor do they have the confidence to try new foods
and cooking methods, eg preparation and cooking of some fruit and
vegetables.
 Lack of skills/knowledge may result in a reluctanc e to prepare fresh foods
such as fruit and vegetables. If skills are limited and both parents working,
there is less time and ability to pass on practical skills from one generation
to another, thus exacerbating the issue of poor diet.
 Poorer educational standards may in turn mean less access/understanding
of the potential health problems that could occur due to poor diet, for
example in relation to fat or fruit and vegetable consumption.
 Consumers may have good knowledge but not the financial resources to
change.
 Sense of ‘it’ll not happen to me’ with regard to illness and disease ,
especially with teenagers, who do think about the effect that poor diet will
have on them in later life.
 Labelling is still confusing to many consumers so many find it difficult to
make an informed choice – unaware of ‘hidden’ fats and sugars.
 Promotion of many foods as ‘healthy’ – only 10% fat – leads to confusion
and lack of understanding and so increases consumption of less healthy
foods.
 Many people distance themselves from healthy eating messages as they
think they eat healthily already. The link between knowledge and practice
is poor. For example, people know to eat five portions of fruit and
vegetables per day but many are not doing this.
 The effectiveness of the healthy eating message/publicity campaign
regarding fruit and vegetables is poor. There is a lack of awareness that
frozen vegetables, particularly bulk-buying, are cheaper and just as
nutritious as fresh.
Media/advertising
 The promotion of convenience foods appeals to those with limited finances
as waste is minimal.
 Promotion, eg buy one get one free, of foods that are often high in fat,
sugar and salt far exceeds that of ‘healthier’ options so consumers are
persuaded to follow a poor diet.
 Lack of fruit and vegetable advertising – strong advertising for less
healthy choices and snacks.
 Many adverts for foods high in fat, sugar and salt are directed at children
so poor eating habits are encouraged from an early age and are therefore
difficult to change in later life.
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 Mixed and ever-changing messages from the media make it difficult to
know what to eat and what not to eat.
Climate
 Scotland’s colder climate encourages consumption of high -energy comfort
foods.
 Many fruits and vegetables cannot be grown in Scotland d ue to the
climate. This restricts the range and if fruit and vegetables are transported
or imported, this adds to the cost.
Time/lifestyle
 Increased use of convenience foods high in fat, sugar and salt due to lack
of time for food preparation.
 Many people work longer hours so do not have the time or inclination to
prepare their own ‘healthy’ foods or fresh fruit and vegetables (vegetables
are often seen as difficult or time -consuming to prepare).
 The shift from eating three ‘good’ meals a day to ‘grazing’ makes it easy
to consume snack foods, which may be of poor nutritional quality, rather
than cook from scratch using fresh foods.
 Few families sit down and eat meals together so several convenience foods
may be used at different times to suit the needs of i ndividual family
members.
 The changing role of women is a contributory factor in the reduction of
practical food preparation skills which were previously passed from one
generation to another. This may have a knock -on effect – increased use of
convenience foods and decreased use of fresh foods like fruit and
vegetables.
 Increased disposable income where two parents working may increase the
consumption of takeaway foods or other foods eaten outwith the home that
may be high in fat and salt and low in vegetab les.
 The increased range of fast foods, takeaways and eating out more may be
available to those who have financial resources and so fat, sugar and salt
consumption may rise as consumers have no control over the type or
quantity of ingredients used.
Food industry/manufacturers
 Basic training in nutrition for those working in the food and hospitality
industry could improve.
 There is slow progress at adapting products to make them ‘healthier’ and
those products available are often more expensive and the chang e in taste
may make them less acceptable to consumers.
 The food supply chain has not been fully engaged with the need to change
to produce more foods containing fruit and vegetables, lower fat content ,
etc and health messages are often undermined by the powerful marketing
and advertising of less healthy food and drinks.
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 Large chains of supermarkets control much of what is eaten by British
families by promoting and stocking particular types of foods, often large
quantities of convenience foods, which can be higher in fat, sugar and salt,
and this can sometimes mean a more limited stock of fruit and vegetables.
 The target for fruit and vegetables has not been embedded in any of the
Scottish government’s policies on agriculture and farming so consumer
demand for fruit and vegetables has not been stimulated.
Cultural conventions
 Poor diet in Scotland is now a historical fact , with many high-fat foods
consumed and consumption of fruit and vegetables low . It is difficult to
change eating habits and many are unwil ling to try different fruit and
vegetables.
 There is pressure on people in rural areas to change to a diet high in
convenience foods and to move away from growing their own produce
such as vegetables.
 Eating habits are passed down through generations so in dividuals learn to
like the food that was prepared by their parents. Watching what their
parents eat can set patterns of food consumption for children that are
detrimental to health and difficult to change in later life.
 It is difficult to encourage children to eat foods such as fish, fruit and
vegetables. Parents do not always persevere and as a result food dislikes
can be formed at an early age.
 Sweet consumption is often encouraged and given as a reward by parents,
grandparents, etc.
Consumer attitudes
 Motivation and willingness to change food eating habits may be lacking.
 Some consumers have a dislike of government intervention – people don’t
like being told what to eat.
 Some consumers value other priorities before healthy eating.
 Some men do not see fruit and vegetables as filling and will prefer more
high-energy foods.
Foods in school
 Although school meals, tuck shops and vending machines in schools offer
healthy products, these may be ignored by students in favour of less
healthy products from local shops.
 All students may not take advantage of the free fruit available in primary
schools but it may encourage increased consumption if students have fruit
available in the home.
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Personal factors
 Personal likes and dislikes – many children are unwilling to try different
vegetables.
 Fat, sugar and salt are important in the flavour of foods – these foods are
desirable so contribute to health problems.
 Appearance of foods – attractively presented foods are more likely to be
appealing.
 Peer influences, especially among teenagers, often discourage eating fruit
and vegetables.
Changing food habits
People who eat a poor diet are more likely to suffer from serious health
problems, which in turn is placing the NHS under increasing strain. A
healthier attitude towards food is an important factor to develop, starting in
early childhood.
Despite the increasing publicity given to the increasing rates of obesity,
cancers, diabetes and premature death cause d by poor diet, many young
children and teenagers continue with little regard to the high fat, sugar and
salt diets that are popular with these age groups .
There is little doubt that children, parents and schools need to be educated
and to work together to change habits and eating patterns.
So why are children resistant to changing their food choices?
The following factors may particularly influence children’s food choices:
Peer pressure
 Peers – children are very conscious of being part of a gang so copycat
behaviour is very common; being seen to be differe nt, ie making healthy
choices, may cause ridicule. However, peer pressure could also have a
positive influence on food selection.
Parents
 Their eating habits are passed on to their children and children learn to
like the foods made by their parents. Parents should set a good example
themselves.
 The person doing the shopping is usually most involved with the provision
of food and so is the main influence on food choice.
 Parents may want their children to be healthy so may buy products lower
in fat, sugar and salt and high in fruit or vegetables to help develop a taste
for these.
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 Financial situation of the family may mean that foods consumed at home
are limited; these limited choices may be a reason for similar unhealthy
choices at school. The financial situation of the family will heavily
influence the eating experience at home.
 Children may be unwilling to try new healthy options if they have not seen
and tried them at home.
 Teenagers may be left to make their own meals and as skills and
knowledge may be limited, poor choices may be made.
Parent can help improve their child’s diet in a number of ways:
 Buy a range of fruit and vegetables to have at home so the choice is there.
By putting the fruit bowl at children’s height, they c an access it easily and
so increase consumption.
 Introduce new foods gradually to increase the range of flavours and foods
eaten.
 Change cooking methods to provide healthier foods, these will soon
become more familiar and hopefully preferred.
 Breastfeeding babies introduces their palate to a broader range of foods at
an earlier age and has been shown to increase fruit and vegetable
consumption in later life.
 Provide ‘healthy’ lunch boxes which include fruit and vegetables.
 Encourage children to eat a good breakfast every day.
 Make meals at home filling to reduce snacking between meals.
 Encourage children to get involved in cooking and understanding food at
home.
 Reward healthy food choices, eg sticker scheme. Avoid the use of rewards
which focus on unhealthy foods, eg trips to fast-food outlets, sweets.
 Do not have fatty/sugary snacks readily available at home. Start providing
healthy options when children are very young. It can even be too late once
they are toddlers to change some eating habits.
 Encourage children to choose the fruit and vegetables when shopping.
 Mix a variety of fruit and vegetables into dishes such as pizza,
macaroni/pasta.
Media/promotion
 Advertisers target young people in their adverts for fatty, sugary products
– this is a very powerful medium and hard for chi ldren to resist.
 Some foods are promoted as if they are healthy – such promotion aimed at
children is difficult for them to decode, so they may actually think they are
making a healthy choice.
 Advertisers target young children by using TV characters to sel l foods.
 Promotions – children are easily attracted to the free gifts/toys often
offered by fast-food chains.
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 Supermarkets – where foods are placed (shelf height, end -of-aisle
promotions) has an impact. Children notice foods and pester parents to buy
them.
 Promotional characters or films are used to encourage children to buy the
food products.
 Music/film/sports stars are all used to promote foods to children – this is a
very powerful medium.
 Image created round a food to make it appear ‘cool’ to eat the p roduct. The
images in magazines and films portray specific body types , which may
influence eating habits, possible adversely.
See also Section 7: Psychology of Food: Role/influence of the media
School
 Although all schools are health promoting, there may be no-one to
encourage or supervise children, particularly secondary children, to make
healthy choices at lunchtime. At this age, if wise decisions are to be made,
guidance is needed.
 The choice available in school may be limited so children use the local
shops to buy high-fat/sugar foods. If the school is near chip shops and
cafes, the temptation to buy foods from these may prove irresistible.
 Students may prefer to ‘escape’ from the school environment to eat
elsewhere, choosing to eat unhealthy foods. Lo cal shops and cafes provide
quick, cheap alternative lunches in surroundings which appeal to students
but which may not always provide healthy choices.
 Vending machines in schools provide healthy options but children may
bring in their own snacks from home or buy them on the way to school –
these may not always be healthy.
 School can teach children positively about food, nutrition and health.
Practical skills taught in school may encourage children to have an interest
in preparing fresh foods.
 School meals may introduce children to new foods not offered at home.
 Home economics lessons may introduce children to new foods and teach
them skills to enable them to prepare their own foods.
 Breakfast clubs may promote a healthier start to the day and help reduce
snacking.
Personal factors
 Personal like/dislikes – high-fat foods such as chips and sausage rolls
appeal to children’s taste buds and provide a quick, satisfying fix.
 Many children prefer the taste of sweet snacks such as cakes and biscuits
to fruit and so make that choice instead of choosing fruit , which can be
more awkward to eat.
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 Children like the familiar and may be unwilling to experiment with new
foods, particularly if money is limited as they may not then be able to
afford an alternative.
 Habits form easily. Children often choose the same thing every day and are
unwilling to change.
 Many unhealthy snack foods are easy to eat and can be eaten on the go.
 Allergies to specific foods.
 Appearance of the food itself, eg attractively presented foods are mo re
likely to be appealing.
 Amount of money available – both personally and in the home – will
influence the foods the child/family can buy. If teenagers work then they
will have their own money to spend as they wish.
 Boredom, leading to snacking, leading to poor eating habits.
Health
 Difficult for children to relate their health as an adult with what they eat as
a child – the time scales are too great.
 Some may make very positive food choices due to sporting interests or the
desire to look good.
Culture
 Association of foods with events, eg Christmas.
 Types of foods offered outwith the home, eg friends’ homes, may
influence the range of foods they are willing to eat.
 Experiences of foreign holidays may make children confident to try new
foods at home.
 Ethnic background may influence foods prepared at home.
Schools
Schools can make a valuable contribution to improving the nutritional quality
of children’s diets and promoting consistent messages about healthy eating
within a health-promoting school environment.
Hungry for Success
(A Whole School Approach to School Meals in Scotland)
This was a document in which the Scottish Executive set out to revitalise
school meal services in Scotland, linking school meal services with the
curriculum, health education and health promotion. For the first time in the
UK, national nutrient-based standards for school lunches were stated.
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The Hungry for Success document was intended to improve the diet of
Scottish school children, which causes concern due to high intakes of fat,
sugar and salt.
The reasons for implementing this initiative were:
 to provide the very best of health, education and social justice for all
Scottish school children
 to provide attractive and nutritionally balanced meals for all school
children
 to provide an eating environment for school children that is welcoming,
comfortable and fun.
The recommendations of the publication were linked to the SDAP and dietary
reference values.
The Schools (Health Promotion and Nutrition) (Scotland) Act
2007
The Nutritional Requirements for Food and Drink in Schools
(Scotland) Regulations 2008
The Schools (Health Promotion and Nutrition) (Scotland) Act 2007 and the
Nutritional Requirements for Food and Drink in Schools (Scotland)
Regulations 2008 build on Hungry for Success and require local authorities to
ensure that food and drink provided in schools comply with the nutritional
requirements specified by Scottish ministers by regulations.
The Act makes health promotion a central purpose of schooling. A school is
health-promoting if it provides activities and an environment which promote
the physical, social, mental and emotional health and well -being of students.
The Act gives Scottish ministers the power to set nutritional requirements for
food and drink in schools by regulations. The Nutritional Requirements for
Food and Drink in Schools (Scotland) Regulations 2008 explains the
nutritional requirements and provides guidance on how to comply with them.
The Regulations are broken down into two parts:
1.
Two sets of standards for school lunches:
 nutrient standards, which set out the proportion of nutrients that
students should receive from an average day’s school lunch.
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The statutory nutrient standards for school lunches have been
calculated to ensure that the school lunch provides a third of the
daily nutritional requirements of primary and secondary school
students. The nutrient standards represent the amount of energy
(calories) and key nutrients required to be provided by an average
day’s school lunch.
For some nutrients, minimum levels have been set. These include
protein, total carbohydrate, fibre, iron, calcium, vitamin A, vitamin
C, folate and zinc.
For other nutrients a maximum level has been set. Th ese include
total fat, saturated fat, non-milk-extrinsic sugars and sodium.
 Food standards and drink standards, which define the types of
food and drinks that students should be offered in a school lunch and
their frequency as well as setting nutritional requirements for the
specific types of food and drinks that may be provided.
Food standards – main points
Fruit and
vegetables
A choice of at least two types of vegetables and
two types of fruit (not including fruit juice) must
be provided every day as part of the school lunch
Oily fish
This must be provided at least once every 3 weeks
Variety of extra
bread
Additional bread must be provided every day as a
meal accompaniment, with a variety of bread,
which must include brown or wholemeal, being
provided over the week
Oils and spreads
Only oils and spreads high in polyunsaturated
and/or monounsaturated fats can be used in food
preparation
Deep-fried foods
Menus must not contain more than three deep -fried
items in a single week (including chips). Chips, if
served, must be part of a meal
Table salt and
other condiments
Additional salt cannot be provided.
Confectionery
No confectionery can be provided
Savoury snacks
No savoury snacks can be provided except savoury
crackers, oatcakes or bread sticks
Condiments (if provided) must be dispensed in no
more than 10 ml portions
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Drink standards
The only permitted are plain water: skimmed/semi-skimmed milk and
other lower fat milks: milk drinks and drinking yoghurts: soya, rice or
oat drinks enriched with calcium: tea and coffee: fruit juices and
vegetable juices: blended drinks containing any of the following
ingredients - fruit, vegetables, fruit juice or vegetable juice: water and
fruit and/or vegetable juice combination drinks. Several of these
drinks have also to meet specific criteria with regard to s ugar and/or
fat content.
2.
Food and drink standards for school food and drinks served outwith
the school lunch, eg breakfast clubs, tuckshops, vending machines,
mid-morning services, community cafes and after school clubs. These
food outlets must follow the drink standards which apply to school
lunches. A variety of fruits and/or vegetables, savoury snacks with
reduced amounts of fat, saturated fats, sodium and sugar in packs of no
more than 25 g may be sold. No confectionery is allowed.
To further improve the eating habits of children, a whole -school
approach should be used in the following ways:
 It is essential that healthy-eating messages taught in the classroom
are backed by foods on offer in school otherwise messages become
confusing.
 Eating well needs to be part of everyone’s life – if children eat
differently at school this could affect food choices out of school and
the food choices of entire families.
 Breakfast clubs, if available, must back up messages taught in the
classroom.
 After-school clubs must provide children with nutritious, filling
snacks to reinforce messages.
 The introduction of promotional schemes to facilitate healthy
choices.
 Caterers must back agreed healthy-eating messages and not overtly
promote unhealthy choices over healthy.
 Senior managers/dining hall supervisors, dinner ladies/men should be
aware of healthy eating messages and encourage healthy choices.
 Students and staff must be allowed to comment on school meals in a
meaningful and constructive way.
 Incentive schemes could be used, eg pricing, competitions, to
encourage healthy choices.
 Links between biology and nutrition could be used to promote the
value of foods.
 Links between PE and foods could be made via sports nutrition.
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 Home economics departments have a vital role to play in providing
students with the skills and knowledge to prepare healthy, nutritious
foods.
 Home economics departments can link with school meals supervisors
to promote good choices at lunchtime by using the curriculum,
competitions, food tasting, etc.
 The involvement of parents is vital to the improvement – they must
be on board, educated and well informed.
 School board/PTA could help organise educational activities and
leaflets for parents regarding healthy choices.
 Community dieticians could be used to bridge the gap between home
and school.
 Joint projects between health centres and schools could help
reinforce messages.
 Reduction in the use of sweets as prizes at school activities.
 Have a clear whole-school policy regarding nutrition at school ,
including:
– the development and education of all school staff to promote the
healthy-eating initiative
– the consultation and involvement of students at all stages of
policy development and implementation to ensure their views are
heard.
 Use of School Nutrition Action Groups or Food Focus groups to
promote whole-school health and nutrition.
 Health weeks and health-promoting events will encourage interest as
will use of local celebrities to promote healthy eating.
 The local authority should be involved in training food providers
about healthy eating.
 Positive incentives should be used to encourage students to stay and
eat in school to try and discourage those who eat out of school.
 School trips should be organised with thought given to the food
eaten on them to ensure it meets the school’s nutrition policy.
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Resource management
Content
Elaboration
Food Politics
Food/nutrition and health issues
Implications for health of a poor diet
The benefits to health of a balanced diet are greatly publicised. Scotland h as a
poor record of health and this is partly due to the poor Scottish diet (and
sedentary lifestyle). However, the Scottish dietary targets still remain a guide
to improving health through diet.
So what are the health benefits of following the dietary t arget?
Target – Fruit and vegetables
Average intake to double to more than 400 g per day .
Implications for health
 Many ways of consuming fruit and vegetables involve no or very little
quantities of fat in either preparation or cooking.
 Changing diet to include more fruit and vegetables may change one’s
palate and may result in a reduction in consumption of fatty, sugary foods.
 Fruit and vegetables are high in non-starch polysaccharides (NSP) which
are filling and so prevent us snacking on high -fat and -sugar foods
between meals – this will lessen the risk of tooth decay, obesity and high
blood pressure (HPB), which may result in coronary heart disease (CHD)
or strokes.
 Fruit and vegetables are low in fat or contain no fat so assist the overall
reduction in fat in the diet and do not greatly increase calorie intake.
 Fruit and vegetables are low in sugar or so are useful as they do not
greatly increase calorie intake.
 Fruit and vegetables are a good source of NSP and help prevent bowel
disorders such as constipation, diverticulitis and possible bowel cancer in
later life.
 NSP in fruit and vegetables combine with cholesterol and bile salts and
reduces the build up of cholesterol in the blood , helping to prevent the
cholesterol sticking to the walls of the arteries.
 Fruit and vegetables are good sources of antioxidant vitamins and these
have an important role to play in preventing CHD and cancers. See the
section on antioxidants for more detail.
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 Vitamin C helps the absorption of iron, especially from vegetable sources,
and so helps to prevent anaemia.
 Vitamin A is important for the formation of visual purple , which is
required to see in dim light.
 Potassium in fruit and vegetables helps to prevent HBP.
 Folic acid helps to prevent megaloblastic anaemia and spina bifida.
 Pulse vegetables supply protein for growth and for the maintenance and
repair of body cells, and supply iron and NSP in the diet.
Target – bread
Intake to increase by 45% from present daily intake of 106 g using mainly
wholemeal and brown breads.
Implications for health
 Breads, especially those high in NSP, are filling and so reduce the need to
snack on high-fat and sugar foods, reducing the possible risk of obesity,
HBP and CHD.
 Bread in the form of sandwiches could contribute to a reduction in obesity
because it is a filling food, but this depends on the spread or filling used.
 Bread is a good source of NSP and will help prevent bowel disorders such
as constipation, diverticulitis and possible bowel cancer in later life.
 NSP combine with cholesterol and bile salts, so preventing the cholesterol
from being absorbed, reducing the risk of CHD.
 Bread is a good source of calcium (fortified) – this is important to work
alongside phosphorous to form calcium phosphate , which provides the
strong structure of bones and teeth.
 Bread is a good source of vitamin B complex , which is required for the
release of energy from food.
 Bread can be fortified with iron, folic acid and omega-3 essential fatty
acid.
Target – fats
Average intake of total fat to reduce from 40.7% to no more than 35% of food
energy.
Average intake of saturated fatty acids to reduce from 16.6% to no more than
11% of food energy.
Implications for health
 Fat is a concentrated source of calories which, if not used up through
activities, will contribute to obesity, with a possible link to HBP, which
then may lead to CHD.
 Excess weight may also lead to HBP, which could lead to strokes.
 A diet high in saturated fats will raise the level of cholesterol in the blood
– this cholesterol is then deposited on the walls of the arteries and narrows
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



them. This restricts the blood flow, which can lead to HBP, which may
lead to CHD and heart attacks.
Trans fatty acids are as harmful as saturated fats. Th is type of fat is found
in processed foods, eg margarine and biscuits, and causes an increase in
cholesterol in the blood and an increased risk of heart disease.
Excess weight gained through eating too many fats can cause
complications during operations, eg blood pressure can rise, increasing the
risk of a heart attack.
Excess weight also adds to problems during pregnancy, eg HBP and
increased risks during childbirth.
Choice of foods lower in fat, such as fat-reduced products, and choice of
cookery methods could help lower the fat content of the diet.
Target – sugar
Average intake of NME sugars in adults not to increase.
Average intake of NME sugars in children to reduce by half, ie to less than
10% of total energy.
Implications for health
 Sugar provides calories which, if not used up through activities, may
contribute to obesity and this in turn may result in HBP and CHD.
 Sugar is known as ‘empty calories’ as it contains no other valuable
nutrients. If sugar is eaten a lot then other nutrients may become deficient,
eg vitamins from fruit and vegetables, etc.
 A ‘sweet tooth’ may develop, especially in childhood, which may be
difficult to break in later life – cravings for sugar may develop that are
addictive and therefore difficult to ignore.
 Bacteria may feed on the sugar deposits on teeth , producing acid, which
will destroy the enamel on teeth.
 High intakes of sugar may result in the development of type 2 diabetes –
diabetics are at more risk of CHD.
 Overweight children often become overweight adults.
Target – salt
Average sodium intake to reduce from 163 mmol per day to 100 mmol per
day.
Implications for health
 High salt intakes are linked to HBP, with increased risk of CHD.
 High intake of salt can lead to loss of calcium from the bones and an
increased risk of osteoporosis.
 High salt intake is thought to be linked to an increased risk of stomach
cancers.
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Some research has linked high salt consumption to the development of
Alzheimer’s disease.
Target – total complex carbohydrates
Increase average non-sugar carbohydrates intake by 25% from 124 g per d ay,
through increased consumption of fruit and vegetables, bread, breakfast
cereals, rice and pasta, and through a 25% increase in potato consumption.
Implications for health
 Complex carbohydrates, especially those high in NSP, will provide bulk in
the diet and prevent snacking on high-fat and sugar foods.
 Complex carbohydrates are a good source of NSP and will help prevent
bowel disorders, such as constipation, diverticulitis and possible bowel
cancer in later life
 Complex carbohydrates provide a steady supply of energy, helping blood
sugar levels to remain stable and thus preventing snacking on high-fat
foods.
 Increasing the proportion of starchy carbohydrates eaten with meals will
reduce the need to serve high-fat foods to make meals more filling.
Target – breakfast cereals
Average intake to double from the present intake of 17 g per day to 34 g per
day.
Implications for health
 Consumption of breakfast cereals reduces the need to snack on high -fat or
-sugar foods during the morning. Breakfast ensures e nergy is provided
during the morning and, for children, helps concentration in school.
 Breakfast cereals are fortified with many vitamins and minerals , each with
a specific function in the body.
 Milk is usually consumed with breakfast cereals and so gives a good
source of calcium, needed especially by children for bone formation.
 Breakfast cereals are low in fat and some are good sources of NSP which
will help prevent bowel disorders such as constipation, diverticulitis and
possible bowel cancer in later life.
Target – fish
White fish consumption to be maintained at current levels.
Oil rich fish consumption to be doubled from 44 g per week to 88 g per week.
Implications for health
 Oily and white fish are sources of protein – needed by children for growth
of new cells and tissues and for repair of damaged cells by children and
adults alike.
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 Oily fish are a source of essential fatty acids – omega-3 – which plays a
role in keeping cholesterol levels down.
 Omega-3 can also help the blood flow more easily aro und the body,
making it less ‘sticky’ and less likely to clot.
 Fish oils can reduce inflammation and provide relief for sufferers of
rheumatoid arthritis.
 Fish oils can help some skin conditions, eg psoriasis.
 The intake of oily fish during the last 3 mont hs of pregnancy is believed to
assist the development of the child’s brain and retina.
 Fish (when the bones are eaten) is a good source of calcium – important to
work alongside phosphorous to form calcium phosphate – provides the
strong structure to bones and teeth.
 White fish contains only a little oil, therefore is helpful to weight control.
Careful choice of cooking method, eg grilling or steaming. will also reduce
fat content.
 Oily fish are a good source of vitamin A, an antioxidant vitamin, and are
needed for the development of visual purple (vision in dim light).
 Oily fish are a good source of vitamin D, which assists the absorption of
calcium.
 All fish are good sources of the B group of vitamins. These help us with
release of energy and proper functioning of the nervous system.
Target – breastfeeding
The proportion of mothers breastfeeding their babies for the first 6 weeks of
life should increase to more than 50% from the present level of around 30%.
Implications for health
 Helps the mother lose weight after childbirth and so helps prevent diseases
associated with obesity, eg HBP, varicose veins, diabetes, CHD etc.
 Ensures the child receives a good balance of nutrients – breastfed babies
are less likely to be overweight.
 Gives immunity to disease to babies through the antibodies from the
mother.
 Research has indicated that breastfed babies are less likely to become
obese in later life, and have protection against diabetes and asthma.
 Protects the mother against breast cancer.
 Reduces the risk of the baby developing gastrointestinal and respiratory
illnesses in infancy.
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Resource management
Content
Elaboration
Food Politics
Food, nutrition and health policies in
Scotland
To help individuals improve their diet, different sectors of society have a role
to play.
Primary producers
 Stimulate demand for fruit and vegetables by means of innovative,
developmental initiatives and imaginative marketing campaigns.
 Encourage the breeding of leaner livestock for human consumption to
reduce fat.
 Consumer demand for oil-rich fish should be promoted.
 Promote the consumption of local grown fresh fruit, eg raspberries through
farm shops, pick your own, farmers’ markets.
 Organic farming now producing an increasing range of fruit and vegetables
so encouraging the fruit/vegetable target. Many local farmers deliver
boxes of organic vegetables to households.
Manufacturers and processors
 Weaning and infant food manufacturers should work towards producing
products free from, or low in, non -milk extrinsic sugars.
 Nutritional training should be available for the food manufacturing,
processing and bakery industries.
 Information on the composition and nutritional values of food products
(labelling) should be presented in such a way as to facilitate consumer
understanding of them and to allow informed choices to be made.
 Manufacturers also should avoid the use celebrities to promote sometimes
unhealthy products as this will encourage and influence consumers to
purchase.
 Small but progressive reductions of fat, salt and suga r content of products
should be undertaken by manufacturers to encourage a change in
consumers’ palates.
 Manufacturers have made attempts to meet the demands of health conscious consumers and the dietary targets through a number of
developments. They are trying to do the following:
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Reduce fat
– In response to consumer demands for ‘slimming’ products,
manufacturers have developed products (fat replacers) that act as
substitutes for the fat content to reduce the energy value of ready meals.
– Manufacturers can reduce the saturated fat content of ready meals to
suit consumers wishing to lower blood cholesterol levels or to reduce
concerns about CHD.
– Manufacturers have increased the range of products using quorn, tofu
and soya, which supply consumers with a low-fat source of protein.
– The use of oils/fats that have a lower quantity/percentage of saturated
fats and a proportionately higher amount of unsaturated fats has been
increased.
– There has been a reduction in the amounts of fats/oils found in ready made foods, eg reduced-fat meals.
– Lower fat ingredients are being used in products and reduced-fat
versions, such as low-fat dairy products, are now produced.
Reduce sugar
– Breakfast cereals, biscuits and desserts have reduced sugar claims.
– Reduced sugar products, eg fruit, can be tinned in natural juice or in
apple juice, or made into reduced-sugar jam.
– Sugar substitutes or artificial sweeteners are being used by
manufacturers in ready meals in response to consumer demand for low
sugar/energy products, particularly for those consumers on weight reduction diets or concerned about dental decay.
– Natural sweeteners, such as dried fruit, can be added to some baked
products to increase acceptability and assist in reducing NME sugars.
Reduce salt
– Manufacturers are reducing salt by the use of spices and herbs in ready
meals in response to consumer concerns about the link between
hypertension and salt intake.
Increase total complex carbohydrates
– Manufacturers are incorporating more wholegrain ingredi ents into ready
meals to satisfy consumer demand for products high in NSP.
– Manufacturers have increased the amount of NSP in foods, eg white
bread with added NSP, using both white and wholemeal flours together
and adding oatflakes to bread, in an effort to encourage consumers to
eat more bread.
– A range of prepared rice and pasta products with vegetables is on offer
not only for vegetarians but for those who wish to go part way to
meeting the dietary fruit/vegetable target. These products are a
convenient and easy way for consumers to increase their consumption,
especially if they are unsure of how to cook these foods from scratch.
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Increase fruit and vegetables
– Manufacturers are incorporating more fruit and vegetables into ready
meals to satisfy consumer demand to increase fruit and vegetables
intake.
– Prepared vegetables and mixed salads are available in chilled conditions
on supermarket shelves, thereby saving the consumer the time and
effort required for peeling and preparation.
Increase bread
– Manufacturers now produce a wide range of speciality bread that
encourages consumers to eat more bread.
– Bread has been produced with added grains and NSP. These products
will still appeal to children because they are white and therefore
encourage consumption.
– Manufacturers produce part-baked breads that can be baked and served
hot in the home. These may encourage consumption.
Increase breakfast cereals
– There is an increasing range of breakfast cereal and products such as
breakfast bars, cereal bars, yoghurts with breakfast cereals and
individual servings in packets. Breakfast cereals have added NSP and
reduced-sugar claims in order to increase consumption.
Increase oily fish/maintain white fish consumption
– White fish, which contains very little fat, is often used in low-fat ranges
of prepared dishes.
– Oily fish, such as tuna, is made into ready meals such as tuna and pasta
bake, tuna pate, tuna canned in brine or tinned in savoury sauces for
snacks.
– Because fish is easily and quickly cooked, many manufacturers include
fish dishes in their microwaveable, ‘steam cuisine’ and chilled ranges.
These require little additional preparation, making them easy to prepare
for the consumer.
The retail sector
 Supermarkets should further develop innovative ways, including in-store
initiatives, of marketing healthy products to consumers, eg tasting of new
products and price reductions.
 Supermarkets should ensure that ‘own brand’ products sold in stores
provide easily understood information on product compositio n and
nutritional value to enable consumers to make healthy choices.
 Supermarkets should put in place measures, such as free, low-cost
transport, to facilitate access to their stores by low -income consumers
within the community.
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 In-store cafes should encourage healthy choices/ranges.
 Health promotion campaigns should be run in stores.
 Improvements in the presentation of the fresh fish counter could encourage
purchase.
 Mother and baby rooms could encourage breastfeeding.
 Loyalty card schemes could encourage healthy purchases through coupons.
Community action
 Health boards should have designated nutritionally trained staff with
specific responsibility for action to improve the diet of low -income
communities in their areas.
 Consideration of the dietary needs of local populations should undertaken
by local authorities when developing strategies for regenerating their
deprived areas, eg placemen of supermarkets.
 Community initiatives such as community cafes, cookery classes to teach
basic skills.
NHS
 Health boards should ensure that their health promotion activity includes
regular campaigns to alert potential parents of the need for good nutrition
prior to, as well as during, pregnancy.
 GPs, obstetricians, midwives and health visitors should provide dietary
information to expectant mothers about their own nutritional needs as well
as those of their babies. Health boards should monitor the quality of the
information so provided.
 Health boards should continue to encourage the achievement of local
breastfeeding targets.
 Ante- and pre-natal classes could influence the diet of mother and child,
and also encourage breastfeeding.
 The catering services in all NHS establishments should meet guidelines.
 Sufficient public health nutritionists or suitably experienced sta teregistered dieticians should be appointed by health boards.
Education
 The education sector should examine the potential to include material on
the benefits of breastfeeding in order to inform students.
 Health professionals, residential and daycare sta ff with care
responsibilities for children under 5 should have a working knowledge of
the dietary and nutritional needs of young children.
 Special initiatives to encourage children under 5 to eat healthily should be
explored by local authorities, including the possibility of employing
dieticians to provide advice and support to families with young children.
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 Her Majesty’s Inspectorate of Education (HMIe has appointed nutrition
advisers who look at all aspects of food provision in schools.
Caterers
 Caterers should work progressively towards providing a variety of
vegetables and/or side salad as part of the main course of every meal. The
cost should be included in the price of the meal. Caterers to look at the
portion size – they may need to increase the quantity of vegetables and
complex carbohydrates.
 Nutrition and dietary education should be a strong focus in the curriculum
of all hotel and catering management courses.
 The fast-food sector should broaden the range of nutritionally beneficial
foods on offer and reduce the fat content of standard products as much as
possible.
 Nutritional guidelines should be issued to all catering staff and all catering
staff should have a basic level of training in nutrition and diet.
 In 2009 a pilot scheme will operate where fast-food and café chains will
start displaying calorie counts on menus. However , the menus will not give
information on the fat, sugar and salt content of meals.
 The Scottish Executive should ensure that the public service catering
sector reflects balanced nutritional guidelines.
 Awards such as the National Healthy Eating Award Scheme/Healthy
Choices should be encouraged.
 Fast-food outlets, which are popular with teenagers, should introduce
healthy options, otherwise fat intake will increase.
 Visit Scotland – the official Scottish Tourist Board should consider ways
of incorporating nutritional advice within its campaign to raise catering
standards throughout Scotland.
Local authorities
 The potential for local authorities to maximise the promotion of healthy
eating should be explored, eg by issuing contract s to catering companies
who supply school meals.
 Many local authorities have initiatives to improve eating habits, eg food
co-operatives, cookery classes,
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Resource management
Content
Elaboration
Food Politics
The impact of nutritional/health,
cultural, social, economic and
environmental factors (eg Fair Trade)
on food availability, selection and
consumption patterns
Food availability, selection and consumption patterns
Information about food and its effect on health is plentiful and yet some
people ignore health information and continue to eat foods that may lead to
health problems. Conversely, others will take the same information and
commit to a healthier diet. Factors such as nutritional/ health, cultural, social,
economic and environmental factors affect food availability, selection and
consumption patterns and in many cases these factors overlap.
1.
Nutritional and health factors affecting availability, selection and
consumption patterns
Nutritional knowledge
 Food selection will be influenced by knowledge of the nutritional content
of foods and their effect on health. If people believe that changes to diet
will lead to positive health results they are more likely to heed information
about the link between food choices and the risks for diseases such as
heart disease and cancer.
 Nutritional labelling on food may not be easily understood by some
consumers so may not assist them to make healthy choices. However,
manufacturers are trying to give consumers clearer information on the
nutritional content of food through simplified food labelling such as traffic
lights and guideline daily amounts.
 There is an increased interest and awareness in the health benefits of foods
and of healthy eating. The availability of a number of prepared products
has considerable increased in the supermarket such as:
– low- or reduced-fat options because of the number of people who want
to lose weight or who are concerned about the type of fat they are
eating
– low sugar foods for people who are interested in reducing sugar intake
– low salt foods for people who are interested in reducing intake of salt.
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 Healthy eating trends have led to the production of a range of functional
foods, for example some with cholesterol -lowering claims, so consumers
who have nutritional knowledge may choose these foods.
Health influences
 Health factors which affect the choice of food can be linked to diet -related
diseases and food allergies or intolerances.
 An unbalanced diet can result in a variety of diet-related diseases, such as
heart disease, obesity, diabetes, etc.
 Increased risk to health in adult’s life – eating habits are established in
childhood, and research has indicated a strong link between diet in
childhood and diet-related diseases in later life.
 The health of individuals at different stages of their lives will affect their
selection of foods. Convalescents, pregnant women and the elderly may all
have special nutritional requirements that will affect food choice at
particular times in their life.
 Allergies to food may restrict food choice. Certain people are allergic to
peanuts and may have an anaphylactic reaction. Manufacturers now print
allergy warnings on food product labels.
 Allergies to additives are also common, particularly in children, and may
encourage hyperactivity.
 Food intolerance to lactose will restrict the intake of milk products and
milk products. It is possible to buy lactose -free foods.
 Coeliac disease, where the lining of the intestine is damaged, is cause d by
sensitivity to the protein, gluten. Gluten is found in wheat, barley, rye and
oats so these foods cannot be eaten. As wheat protein is often added to
many manufactured foods it is important to check food labels. Many foods
are labelled ‘gluten free’ and so more choice is available to the consumer
who suffers from coeliac disease.
2.
Cultural factors affecting availability, selection and consumption
patterns
A strong influence on food preferences is tradition or cultural background.
People around us influence food choice and very often we prefer the foods
that we consumed during our childhood years. Many eating and food
preparation habits tend to reflect what was learned from our parents. For
example we tend to eat three meals a day and may often have the same type
of food daily, eg breakfast cereals in the morning. Establishing a routine
makes life more convenient in that we know when and what we are going to
eat.
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Peer pressure
 The need for social acceptance and the imitation of one ’s peer group
influences food choice, particularly during adolescence. Adolescents like
to fit in with their friends.
 Adolescence is a time when changes in attitudes to food are likely to
happen. As children get older, they generally have access to a wider range
of foods so individual likes and dislikes will emerge. Peer -group approval
is very important at this stage.
 Influences from peer groups may affect a person ’s choice of diet. They
may be unconsciously pressured into trying special diets or food fads, or
develop the same likes and dislikes as those of another person.
 These decisions are made so that the individual feels part of a group.
Climatic conditions
 Climate influences the type of foods that can be grown in the country.
 Technological developments in agriculture and the fact that many foods
can be imported mean that climate may have less influence on food choice.
 In cold weather there is a need for energy-giving and filling foods that will
provide warmth to the body. In hot climates refreshing foods such as sal ad
and fruit are popular.
 Custom also determines that certain foods are eaten in winter and not in
summer, eg Christmas pudding.
Religious influences
Food is an important part of religious rites, symbols and customs. Some
religious rules apply to everyday eating, whereas others are concerned with
special celebrations.
Hinduism
 The cow is sacred so beef is strictly forbidden as a food in Hinduism.
 But dairy products like milk, butter and yogurt are said to increase
spiritual purity.
 Pork is not strictly forbidden in Hinduism.

Most Hindus are vegetarians
Islam
 Muslims do not eat pork or the flesh of clawed animals. Other animals
have to be ritually slaughtered by process known as halal.
 In the UK, this type of meat is more expensive, which is a consideration
when choosing food.
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Judaism
 Jewish dietary laws specify that foods are ‘fit and proper’ or kosher to eat.
 Meats come from clean animals that chew their cud and have cloven feet.
The animals are slaughtered in a ritual ceremony.
 Fish must have fins and scales.
 Foods that are forbidden include pork, bacon, ham, shellfish, eels, eggs
with blood spots and gelatine.
 Milk and meat should not be eaten in the same meal.
Religious rules may also influence eating frequency and periodicity:
 Food and drink are almost universally associated with hospitality.
Different cultures tend to have celebrations at various periods of the year
at which foods and drinks may be offered and received according to the
occasion. Some examples are:
– The Feast of the Passover
This is celebrated by Jewish people. Matzo (special unleavened bread)
is broken by the father and a piece is passed to everyone. Wine is drunk
four times and each person reaches out and takes a small selection of
green vegetables, usually parsley or lettuce, dips it in salt water and
eats it.
– Ramadan
Religious rules may also influence eating frequency, for example during
the month of Ramadan, Muslims fast from dawn to sunset. They
consume two meals per day, one before sunrise and one after sunset.
 In the UK, Christmas and Easter have set traditions regarding food, such
as Christmas cake and hot-cross buns.
 Foods are also used to celebrate particular events in an individual's life,
such as birth, coming of age and marriage.
Cultural cuisine
A culture and the foods its people choose are linked closely. Scotland is a
multi-cultural society with many variations of cuisine. This has influenced
the choice, availability and consumption of foods for Scottish people,
bringing with it a broadening of food exper iences. As people from other
cultures come to Scotland, their food habits may change to include Scottish
foods.
Personal taste
 If food looks attractive, smells appetising and tastes good then consumers
are more likely to want it.
 The food industry produces a huge choice of food products to suit a wide
variety of tastes so individuals and families have more variety in their diet.
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 Individual likes and dislikes within families can also be accommodated as
many products are available in single portions – this is useful if one family
member is a vegetarian.
 The food that people choose to eat depends not only on taste preferences
but on individual moral and ethical considerations. For example,
vegetarians or vegans may object to the killing of animals and may no t like
the taste or texture of animal flesh.
 Despite the huge range of ready meals available, many consumers find that
the flavour and texture of these become very repetitive and boring. Some
ready meals do not taste quite as good as the similar home -cooked variety,
depending on the skill of the cook.
Access to shops
 In some areas there is limited access to shops. There may not be any shops
local to people’s homes or they might have trouble reaching them due to
disability or lack of public transport. In recent years, increasing numbers
of stores have been closed down, leaving some areas without shops.
 Without adequate transport, many people’s diet s will be affected by which
shops they can reach and how often. If they cannot get to the shops
regularly then they may avoid buying items such as fruit, which will not
last as long as other products. This could make achieving the government’s
recommended dietary target of 400 g of fruit and vegetable s a day difficult
to meet.
 Even if people can get to the shops, not all local shops stock ranges that
can be found in most major supermarkets. Sometimes the limited stock is
the least healthy food. Shopkeepers may not stock fresh fruit because of its
limited shelf life, which may make its seem unprofitable.
 Geographical location affects the purchasing of foods. The choice of foods
will either be vast (as in the city) or very limited (as in small village or
town).
 Geographical location may also affect the range and frequency of delivery
of fresh foods.
 Transport systems are now so well developed that it is possible for us in
the UK to get fruits, vegetables and other foods flown in from all parts of
the world.
 Markets, which provide a range of products at reasonable prices (because
of low overheads), are often available to the small community. These are a
good way to buy fresh fruit and vegetables. Farms may even offer ‘pick
your own’ facilities, which will give the consumer very fresh, cheap
produce.
 Some people are confined to their local area when shopping for food
because they have no private transport. This can limit their choice of
foods, especially if they have to carry home heavy loads.
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 The internet is fast becoming popular as a means of shopping by those
people who have difficulty getting to the shops. Goods c an be ordered
through a website and delivered at extra cost to the customer.
 Corner shops are a useful part of the smaller community. They frequently
keep hours that suit local lifestyles but there are higher costs and less
choice of products.
 In rural areas people may have access to some foods, eg wild game,
fishing, wild berries, that city dwellers do not.
3.
Social factors affecting availability, selection and consumption
patterns
Advertising/marketing and promotional techniques
The media, especially television, have a major influence on food choice.
 It is not surprising that some of the most popular products sold are high fat
or sugar foods. These are aggressively advertised and can influence people
to buy foods of poor nutritional quality. However, advertising of
‘healthier’ food products could lead to an improvement in diet.
 Reports and interviews on various topics, especially health, make us
choose food differently. Articles in newspapers and magazines may
persuade us not to buy certain products; t hey may almost ‘frighten’ people
because of exaggerated publicity.
 Advertising may persuade a person into buying a food product but if it
fails to meet the consumer’s expectations, then it is doubtful that a second
purchase will follow.
 Studies suggest that taste, texture, appearances and social acceptability
generally receive greater priority than the nutritional quality of a sample
product. Advertising companies use research to assess how a product may
be effective.
 The main aim of the advertiser is to encourage brand loyalty from
consumers which would result in consumers purchasing the same brand on
each occasion
 Target groups are identified when advertising. Adverts on television are
shown at times when the target group will be watching televisions, s o
increasing sales.
 A variety of promotional techniques is chosen with the target group in
mind, eg free toys are often given with children’s food products.
 Advertising, particularly on television, may influence consumers,
particularly children, to eat too many high sugar and fat foods.
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Lifestyle
 More women are employed outwith the home and have less time for meal
preparation. Quickly and easily prepared or reheated foods, eg
convenience ready meals, may be used a lot.
 There is an increase in family income when both adults work – this means
that they can afford the higher cost of ready -made meals.
 More people live alone and want a choice of single -portion meals that are
easy to prepare as they may not have the time or inclination to cook from
scratch.
 People want and enjoy more leisure time so do not want to spend time
preparing meals.
 Eating out has increased and many restaurants have developed play areas
for children, which encourages families to eat out at a reasonable cost.
 People travel greater distances to work so have less time and energy for
meal preparation.
 Snacking and grazing are common throughout the day as opposed to sitting
down and having a meal. Consumers want food that is easily consumed on
the move, eg breakfast bars, ready-made sandwiches.
 Most homes have microwaves for quick cooking of meals.
 Most homes have freezers, which can store food for long periods of time
and cut down on shopping trips.
 People may not have the required food preparation skills so buy takeaway
or cook-chill foods.
 The growth of takeaway and fast-food outlets which produce a large
selection of ready-to-eat foods have given consumers a greater choice of
quick foods with no effort involved. Many outlets have a home delivery
service or a drive through facility.
Time available for preparation/cooking and eating
 Ready-prepared meals require no effort and are especially useful if tired or
in a hurry.
 Many new appliances can be programmed and so can save time in food and
meal preparation.
 Many foods can be cooked in one container, eg slow cookers and steamers,
and so will save time in cooking and cleaning up.
 Different lifestyles mean fewer families have the time to sit down for a
meal together so they opt for quick convenience meals and snacks that can
be prepared when needed.
 As people are working longer hours, the demand for takeaway food or
eating out has grown, saving time and effort in food preparation and
cooking.
 Many people take very little time to eat meals while at work. There is now
a large variety of convenience products, eg dried soups, pot noodles,
prepared sandwiches and snacks, which are handy to eat in the place of
work.
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 As fewer families sit down to eat a balanced meal together and prefer to
snack or graze when they feel hungry, there may be too much fat and sugar
in the diet.
 People are now less willing to spend time on preparing food when
working. They want to spend more time on leisure activities.
Preparation and cooking skills
 Loss of practical skills or limited practical skills in food preparation ma y
mean that more ready meals and takeaway meals are used as an alternative
to cooking.
 Reliance on convenience foods may mean that traditional food preparation
and cooking skills are lost.
 If the cook’s skills are limited, a variety in the diet can still be achieved
because of the increased range of food products, food preparation and
cooking equipment available.
 Many manufacturers make exotic, luxury-type foods which the consumer
may not have the skills or confidence to prepare themselves.
 If a consumer has good preparation and cooking skills then they are more
likely to purchase individual ingredients to ma ke home-made food and so
include more variety in their diet.
 If the consumer has good skills this can result in more economical and
healthier meals.
Preparation and cooking equipment available
 There is a huge variety of food preparation equipment available to make
food preparation easier and less time -consuming for consumers with busy
lifestyles.
 Advances in technology have meant that food processors , mixers, blenders
and juicers have led to quicker and easier food preparation, which could
encourage consumers to use more fresh food produce.
 There are many types of cooking equipment that can help to speed up the
cooking process, or save time and money when deciding on choice of food
products.
 The ownership of microwave ovens has increased and encouraged the use
of ready-prepared frozen and chilled meals. Single -portion meals are
specifically intended for use in the microwave.
 Freezer ownership has resulted in consumers being able to take readyprepared food straight from the freezer and microwave it in a matter of
minutes.
 Many new cooking appliances do the monitoring and timing of the cooking
process, eg bread makers, ice cream makers. This may encourag e
consumers to try these at home and produce a more home-made product.
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Range of retail outlets selling food
 There is a wide choice of places from which to purchase food. These
include local shops, markets, discount stores, supermarkets/superstores,
manufacturers selling by post and home delivery food services, eg pizzas.
 Local shops may be specialist shops, eg butchers , and may also sell local
produce such as fruit and vegetables. Higher prices may be charged , which
may restrict food choice.
 Markets are a good way to buy local produce and may often be cheaper.
 Farmers’ markets, which are held in many Scottish towns, offer consumers
a range of good quality foods. These markets support Scotland’s farmers
and producers by selling beef, cheeses, fish, venison, organic foods, etc.
 Some farms offer ‘pick your own’ facilities , which will give the consumer
very fresh cheap produce, eg strawberries.
 Discount food stores stock fewer types of products than most supermarkets
but at lower prices, which means that consumers on a limited budget will
still have a choice of foods.
 Supermarkets and superstores offer a range of foods and food products ,
and often have special offers available to the consumer , so increasing food
choice.
 Many supermarkets offer fresh bakery products, fishmonger, butcher and
delicatessen facilities within the store.
 Longer opening hours and 24-hour opening in supermarkets means that
consumers will always have access to a range of foods.
 Many supermarkets offer the availability of online shopping to consumers
who own computers.
Foreign travel
 More people travel abroad, therefore they have developed different tastes
and want to eat similar foods at home.
 The food industry now produces a range of ready meals with a
combination of ethnic ingredients.
 There are many ethnic groups in the UK who have greatly influenced our
choice of foods and who provide a relatively cheap and popular takeaway
service.
 Television cookery programmes with celebrity chefs have given consumers
a taste for more exotic foods.
 The consumption of rice and pasta dishes has increased and this may the
result of more foreign travel.
Shift patterns and working hours
 Longer opening hours in all sections of industry and services mean that
people have less time and inclination to prepare food, so there is a big
market for ready meals that are quick and easy to prepare.
 A variety of frozen or cook-chill meals is available that can be
microwaved in a short space of time and provide variety in the diet.
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 As many people have long working hours, they may need to take singleportion ready meals with them to heat at work.
 The increase in shift working has meant irregular eating patterns , with
people in a household eating at different times of the day. Workers can
quickly heat ready meals when they come home.
Technological innovations
 Shopping has changed considerably in the last 20 years, partly due to
changing and busier lifestyles. These changes have led to less time for
shopping. One-stop shopping, perhaps only once a week, is the normal
pattern for consumers.
 Technological innovations include scanners used in the ‘shop and go’
method. Loyalty cards, which allow a record of all our purchases to be
kept on computer, may affect our choice of where we shop.
Online shopping
 A wide range of goods can now be purchased over the internet so it is
possible to access goods from all over the world regardless of where you
live.
 Consumers can easily shop at any time of the day or night and from the
comfort of home. There are no crowds or queues to contend with, and
delivery times can be selected that are convenient to the shopper.
 Many consumers now use the internet to do food shopping, which saves
them time during a busy week. It is a very useful method of shopping for
people who are housebound or disabled.
 This is a less stressful way of shopping as it saves time travelling to and
from the shops, and loading and unloading the shopping at the checkout
and at home.
 Some consumers are, however, reluctant to purchase food on the internet
because in some instances delivery charges substantially increase the cost
of the goods.
 Some consumers do not like not being able to actually see or touch the
goods, with the computer screen perhaps not showing the quality and size
exactly.
 The hassle involved in returning goods if they are unsuitable can be offputting, eg poor quality vegetables, shelf life too short.
Fast foods
 For some families frequent fast-food consumption is a way of life.
 Frequent consumption as opposed to an occasional treat can affect health.
See Biochemistry, preservation and processing: fast foods
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4.
Economic factors affecting availability, selection and consumption
patterns
Available income
 There is evidence to show that people with a poor diet – mostly those on a
low income – are more likely to die young than those who have a balanced
healthy diet.
 Low income may result in increased risk to health in adult life – eating
habits are established in childhood and research has indicated a strong link
between diet in childhood and diet-related diseases in later life.
 The amount of money available restricts the quantity, quality and variety
of food that can be purchased.
 Unfortunately, food may sometimes be the last thing to be considered in
household budgets. For someone on a low income, essenti al bills are
usually paid first and the food is bought with whatever is left, so cheap
brands and economy foods (which may be high in fat and sugar) often
feature largely in the family diet.
 Unfortunately, many bad dietary habits are associated with povert y.
Manufactured foods are a cheaper option because they use less energy to
prepare, saving on gas or electric bills.
 Manufactured foods are standard in quality and so result in less wastage.
This encourages parents living on a limited income to stay with
predictable, familiar foods and avoiding any innovation with regard to
food choice.
 Fruit and vegetables may not be purchased due to fear of waste.
 In 2009 statistics from the Save the Children website stated that one in
four children in Scotland was officially living in poverty so it is likely that
for many of them their diet is also poor , which has implications for their
future health.
 Sometimes ready meals can cost less than the total cost of ingredients if
each is purchased separately. This could apply to people living on their
own, as it can be more expensive to cook from scratch for one person.
 Untried foods may not be chosen for fear of waste if money is limited and
so the range of foods eaten may encourage diet -related disease in later life.
 If two people work in a household, then the increased income could mean
that their diet could be very healthy and varied if a se lection of healthy
foods is chosen.
 Two wages could also mean that more money may be available to buy
more ready meals and convenience foods, and these could be higher in fat
and sugar.
 High disposable income may result in more money being available for
ready meals, convenience foods, luxury brand foods, functional foods or
organic foods.
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5.
Environmental factors affecting availability, selection and
consumption patterns
Environmental issues
 Environmental awareness is a concept that affects the decisions people
make when purchasing food.
 Increased interest in environmental issues has led to more additive -free
food being produced because consumers believe too many chemicals are
being used in food production.
 Many consumers prefer to purchase local produce to try to reduce the
number of ‘food miles’, ie the number of miles food has travelled from
where it was grown to the consumer’s table. Transporting food large
distances uses a lot of fuel, which means more carbon emissions and more
global warming. Also, the further food has to travel, the longer it spends in
transit, resulting in a loss of freshness and nutritional value.
 Consumers are buying more natural, unprocessed food because of the fear
that chemicals in food could be carcinogenic/cancer -causing.
 The trend for vegetarianism is growing because of fear of animal related
diseases.
Organically produced foods
 Organic food is purchased because, during growth, only animal and
vegetable waste materials are used instead of synthetic chemicals and
fertilisers. Consumers may have concerns that synthetic chemicals could
have cancer-causing properties.
See Biochemistry, preservation and processing – organic food
Fair Trade products
 The purpose of the Fair Trade movement is to improve the wages and
working conditions of workers in third world countries producing goods.
Workers are paid a living wage that enables them to cover basic needs,
including food, shelter, education and health care for their families.
 By requiring companies to pay above market prices, Fair Trade addresses
the injustices of conventional trade, which traditionally discriminates
against the poorest, weakest producers. It en ables them to improve their lot
and have more control over their lives.
 Since Fair Trade organisations work directly with producers, they are able
to return a greater percentage of the selling price to the producer. The
producer has the advantage that they use environmentally friendly
practices that manage and use local resources. This gives the local
community an incentive to preserve their natural environments for future
generations.
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 Because Fair Traders consider the environment when producing their
products, in some cases consumers believe they purchase a better quality
of product.
 The Fair Trade label is marked on food products , therefore consumers who
are concerned with the environment and working conditions, for example
child labour, in the third world will purchase these.
 There is an increasing range of food products for consumers to choose
from – bananas, coffee, chocolate, tea, honey, snacks, biscuits, sugar, fruit
juice, fresh fruit. These are available from many sources, for example Fair
Trade stores, catalogues and websites. Some supermarkets also stock a
limited range of Fair Trade products.
 Most Fair Trade products do not cost more than other products so
consumers consider them a value-for-money product. Some products, eg
coffee, may be higher in price and this may discourage purchase.
Energy saving
 Consumers who use certain pieces of electrical equipment, such as
microwaves, pressure cookers and steamers, will save the world’s
resources as well as saving themselves money when cooking food.
Cruelty free
 Many consumers feel concern about the welfare and treatment of animals
during breeding, eg intensive chicken farming, battery hens.
 Examples where higher welfare standards are a consideration are free range chicken and eggs, and ‘dolphin friendly’ tuna.
 Freedom Food is a farm assurance and food labelling scheme that was
established by the Royal Society for the Prevention of Cruelty to Animals
(RSPCA) in 1994 to improve farm animal welfare and address the growing
consumer demand for higher welfare produce. It is an assurance system
that covers poultry production from the birth of the bird through to
slaughter.
 The Freedom Food label is designed to enable shoppers to recognise
higher welfare products, ie products that come from animals reared on
farms inspected to strict RSPCA welfare standards, with assured
traceability from farm to fork.
Packaging to reduce pollution
 Manufacturers are being encouraged to face up to their responsibilities in
protecting the environment by cutting down on the amount of packaging
used and trying to produce:
– goods packaged in biodegradable materials (ie they rot away)
– goods packaged in paper that has been recycled
– refillable containers
– environmentally friendly products.
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All of these factors may encourage consumers who are concerned with
environmental issues to purchase.
 Packaging that has recycling symbols may encourage consumers to
purchase as it will show how and where to recycle the packaging.
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