1. Welcome … to a New Nutrition Conversation with Consumers … … about FATS IN FOOD !

2. 5.6.05 New Nutrition Conversation International Food Information Council (IFIC) and IFIC Foundation Mission: To communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators, and government officials -A nonprofit organization primarily supported by the broad- based food, beverage, and agricultural industries

3. 5.6.05 New Nutrition Conversation

4. 5.6.05 New Nutrition Conversation December 13-19, 2003

5. 5.6.05 New Nutrition Conversation Consumers are confused about who and what to believe when it comes to nutrition … SOURCE: IFIC Foundation, 2004

6. 5.6.05 New Nutrition Conversation The science says… Total fat intake 20-35% of calories Most fats coming from sources of polyunsaturated and monounsaturated fats, such as fish, nuts, and vegetable oils Consume less than 10 percent of calories from saturated fatty acids and less than 300 mg/day of cholesterol, and keep trans fatty acid consumption as low as possible. To maintain body weight in a healthy range, balance calories from foods and beverages with calories expended. To prevent gradual weight gain over time, make small decreases in food and beverage calories and increase physical activity. SOURCE: Dietary Guidelines for Americans, 2005

7. 5.6.05 New Nutrition Conversation Make most of your fat sources from fish, nuts, and vegetable oils. Limit solid fats like butter, margarine, shortening, and lard, as well as foods that contain these. Check the Nutrition Facts label to keep saturated fats and trans fats low. Know the limits on fats.

8. 5.6.05 New Nutrition Conversation The media say… Acid in Animal Fats May Lower Blood Pressure HealthDay News 5/1/05 Study: Not All Lowfat Diets Are Equal The Associated Press 5/2/05 Confused Americans not sure what to eat NBC Nightly News 4/21/05 More food chains pull trans-fat plug USA Today 4/13/05 Low-Fat Diets May Lack Nutrients for Children The Washington Post 4/12/05 Omega-3s may protect baby girls in womb Reuters 4/20/05 McDonald's to Settle Suit Over Trans-Fat Disclosure Wall Street Journal 2/14/05 BOTTOM LINE..

9. 5.6.05 New Nutrition Conversation Food Labels Popular Magazines Media Images Friends and Family Gov’t Guidelines Food Ads Fad Diet Gurus Medical Experts TV and Radio News Web Sites Consumer Consumers are bombarded Many people find it difficult to separate valid recommendations from headlines without context or fad diet advice. Nutrition information is often seen as contradictory, even from equally valid sources. SOURCE: IFIC Foundation, 2004

10. 5.6.05 New Nutrition Conversation July 2003 FDA final rule to include trans on Nutrition Facts panel Evolution of Dietary Fats Recommendations 1995 US Dietary Guidelines for Americans recommend consuming a diet “low in fat, saturated fat, cholesterol” Sep. 2002 IOM DRI Macronutrient Report recommends trans, sat fat, and cholesterol intake “as low as possible” Late 1980s, early 1990s Scientific verdict out on health effects of trans fat 2000 US Dietary Guidelines for Americans recommend c hoose a diet “low in saturated fat and cholesterol and moderate in total fat” Post 1995 Food industry moves to decrease saturated fat in food supply, trans increased 2005 New dietary guidance recommends moderate fat intake with most from MUFA and PUFA

11. 5.6.05 New Nutrition Conversation Managing Misinformation MYTHREALITY All fats are “bad”Dietary fats supply essential fatty acids, carry fat soluble vitamins, and promote satiety. Help consumers eat a balanced diet composed mostly of PUFA and MUFA. Vegetable oils are high in cholesterol The human body can produce cholesterol. But, only animal fats contain dietary cholesterol.

12. 5.6.05 New Nutrition Conversation Managing Misinformation MYTHREALITY Trans fats are present only in processed foods Products made using current partially hydrogenated vegetable oils contain some amount of trans fat. Some meat and dairy products naturally contain small amounts of trans fat.

13. 5.6.05 New Nutrition Conversation Managing Misinformation MYTHREALITY To tell if there is trans fat in a product, look for the word “hydrogenated” Until trans fat is included on all food labels, products containing “partially hydrogenated” can be identified as containing some degree of trans fat. If an oil is FULLY hydrogenated, it becomes a saturated fat and contains no trans fat.

14. 5.6.05 New Nutrition Conversation Managing Misinformation MYTHREALITY If a product contains partially hydrogenated oils, but is marked as “zero trans fat”, there must be some mistake If a product contains less than 0.5 grams/serving, the amount is considered nutritionally insignificant and is expressed as “0 grams” on the Nutrition Facts label.

15. 5.6.05 New Nutrition Conversation Consumers get overwhelmed and confused about the specifics of nutrients in foods … SOURCE: IFIC Foundation, 2002 and 2004

16. 5.6.05 New Nutrition Conversation … but they are becoming more open to messages about the possible health benefits of fats in food. SOURCE: IFIC Foundation, 2002 and 2004

17. 5.6.05 New Nutrition Conversation Communicating with consumers about the role of fats and foods with fat in a healthful lifestyle

18. 5.6.05 New Nutrition Conversation GOAL: Balanced lifestyle based on consumers’ desire for a healthy weight and good health

19. 5.6.05 New Nutrition Conversation What consumers say …

20. 5.6.05 New Nutrition Conversation Who were the consumers? Focus groups Females and males concerned about their weight BMI 22 to 29 - working to maintain a healthy weight Four different viewpoints 1.Nutritionally Savvy Women: Conscious about nutrition, claim to know a good deal about it, and carefully monitor the types/amount of food they eat. 2.Common Sense Women: Carefully choose certain foods for their diets, and use common sense rules to govern nutrition choices. 3.Dieters Restricting Foods/Food Groups: Men and women who don’t eat certain foods because of dietary restrictions or are following a popular diet. 4.Diet Opposed:Men and women who are opposed to using fad diets that exclude foods or food groups. SOURCE: IFIC Foundation, 2004

21. 5.6.05 New Nutrition Conversation Consumers say they know WHAT they need to do for a balanced diet … … they need advice on HOW to do it. SOURCE: IFIC Foundation, 2004

22. 5.6.05 New Nutrition Conversation Consumers tend to see dietary fats, and the foods that contain them … … as tasting good, BUT needing to be restricted or eliminated. SOURCE: IFIC Foundation, 2004

23. 5.6.05 New Nutrition Conversation Consumers see a difference between eating for health and eating for weight loss … … they need help learning how to eat for good health, weight loss, and taste at the same time. SOURCE: IFIC Foundation, 2004

24. 5.6.05 New Nutrition Conversation Consumers have a holistic view of health. HEALTHY Active Energetic Confident Smiling Good complexion Good posture Bright and wide-eyed Works out/is fit Positive attitude Well-rested UNHEALTHY Overweight Unkempt Smokes/drinks/does drugs Walks slowly Dejected, holds head down Bundle of nerves Lays on couch Out of breath Dull skin Depressed/negative SOURCE: IFIC Foundation, 2004

25. 5.6.05 New Nutrition Conversation Read food labels. Control portions. Use willpower. Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water. Consumers see many different strategies - like reading food labels - that might help them meet their goals. Consumers identify various weight management strategies. SOURCE: IFIC Foundation, 2004

26. 5.6.05 New Nutrition Conversation Read food labels. Control portions. Use willpower. Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water. With the current focus on weight loss, consumers may be more receptive to messages about how much they eat. Build on consumer weight management strategies. SOURCE: IFIC Foundation, 2004

27. 5.6.05 New Nutrition Conversation Read food labels. Control portions. Use willpower. Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water. They want specific ways to bring better balance into their eating habits - and into their their lives. SOURCE: IFIC Foundation, 2004 Build on consumer weight management strategies.

28. 5.6.05 New Nutrition Conversation Approaches to managing weight Consumers feel that all three are connected. No one said there is a single approach to managing weight. Nearly everyone focuses on a combination of all three approaches. While some people place equal emphasis on all three, others claim to de-emphasize one in favor of a combination of the other two. HOW ACTIVE you are SOURCE: IFIC Foundation, 2004 HOW MUCH you eat WHAT you eat

29. 5.6.05 New Nutrition Conversation … consumers need how-to information about fitting in foods with fat that is … SIMPLE POSITIVE PRACTICAL CONSISTENT

30. 5.6.05 New Nutrition Conversation Use tested, “do-able” messages... Foods with fat can fit: Moderate, don’t eliminate. SOURCE: IFIC Foundation, 2001

31. 5.6.05 New Nutrition Conversation Craft how-to tips with consumer appeal... Be positive. Keep tips short and simple. Create tips just for me. Make tips specific and manageable. Provide the payoff. Talk food and fun.

32. 5.6.05 New Nutrition Conversation Order once, enjoy twice. Eat half your steak at the restaurant, take the rest home, refrigerate, and savor tomorrow. Be positive.

33. 5.6.05 New Nutrition Conversation Crack open a new cookbook each week and try a different recipe that utilizes heart healthy oils. Keep tips short and simple.

34. 5.6.05 New Nutrition Conversation Create tips just for me. Love the flavor of regular cheddar cheese? Balance it with other reduced- fat dairy products, like fat-free milk, lower fat cottage cheese, and sour cream.

35. 5.6.05 New Nutrition Conversation Make tips specific and manageable. If you usually load up a baked potato with butter and sour cream, try it with one or the other, choose trans free, low or reduced fat versions, or use half your usual amount of each.

36. 5.6.05 New Nutrition Conversation Provide the payoff. It takes 20 minutes for your brain to get the signal that your stomach has had enough. Savor your food slowly; you’ll eat less, enjoy it more, and avoid feeling stuffed.

37. 5.6.05 New Nutrition Conversation Talk food and fun. When you bake (or buy) a pie, cut it into 10 or 12 pieces instead of 8.

38. 5.6.05 New Nutrition Conversation Tips are not “one-size-fits-all”... PERSONALIZE whenever possible.

39. 5.6.05 New Nutrition Conversation

40. 5.6.05 New Nutrition Conversation Dietary Fats Communication Resources General resources for health professionals, media, consumers http://www.ific.org/nutrition/fats/index.cfm http://www.ific.org/nutrition/fats/index.cfm General communication resources http://www.ific.org/tools/intro.cfm http://www.ific.org/tools/intro.cfm Consumer-tested messages and tips http://www.ific.org/tools/tips.cfm#fats http://www.ific.org/tools/tips.cfm#fats http://www.ific.org/publications/other/allaboutyou om.cfm

41. 5.6.05 New Nutrition Conversation For more information, contact: International Food Information Council (IFIC) Foundation 1100 Connecticut Avenue, NW Suite 430 Washington, DC 20036 Phone 202-296-6540 Online www.ific.orgwww.ific.org