Siân Harrington The entire food chain has come together for the first time ever to urge the government to take a practical approach towards health and nutrition. This week the Food and Drink Federation, British Retail Consortium, National Farmers' Union and British Hospitality Association delivered a joint response to a draft paper entitled Food and Health Problem Analysis from the government's Nutrition Forum. The paper, which has been out for consultation since June, is the first step towards developing a national Food and Health Action Plan. The organisations represent all sectors of food production, manufacturing and retail. Total consumer expenditure on products in these sectors amounts to £140bn, and together the industries employ almost three million people. "This consolidated approach is a demonstration of the industry's commitment to try to make this work," said FDF deputy director general Martin Paterson. "We now need to see a parallel in government, with it taking a joined-up practical approach to policy." In its response the industry endorses the view that any healthy eating advice must fit into existing eating patterns. It also supports the setting up of a Sport and Physical Activity Board and the need for the chain to work in partnerships. But it argues for more consumer insight. It identifies the need for a better understanding in the general population about healthy lifestyles, balanced diets and reasonable physical activity. "We can bring consumer understanding to the table," said Paterson. "The government must wake up and realise it is not just about shovelling in ever-increasing amounts of calories. It is about lifestyle. We need to look at what real consumers do in real-life situations." The industry argues that a self-assessment procedure is needed to help individuals identify the need for, and nature of, changes to their lifestyle. The barriers to change also need to be identified. "There are 30,000 products in the average supermarket. The choice is there, so why aren't consumers choosing a balanced diet?" asked Paterson. Label and pack information can help generate a clearer understanding. This is backed up by The Grocer/ID Magasin first consumer focus group (see page 38). According to ID Magasin chairman Siemon Scamell-Katz: "Shoppers take psychological short-cuts, relying on established visual cues that indicate freshness, healthiness or suitability for children." >>p37 United we stand {{NEWS }}