1. The voice of the European food and drink industry Committed and Acting on Diet, Physical Activity and Health A European Platform TET Platform Conference 19 November, Budapest Mella Frewen, CIAA Director General

2. The voice of the European food and drink industry First EU manufacturing industry 14% of total EU manufacturing turnover 13% of manufacturing jobs More than € 840 billion of sales 3.8 million employees € 52,9 billion of exports - € 5,2 billion positive trade balance (2006) Purchases and transforms 70% of agricultural raw material A fragmented sector: 99% of food companies have less than 250 employees, 50% of the turnover is contributed by SMEs The F&D Industry in Europe

3. The voice of the European food and drink industry A Diversified Industry Four main sectors: various food products, beverages, processed meat and dairy products Source: Eurostat, sbs Turnover (2003)

4. The voice of the European food and drink industry National Federations (25 & 3 Observers) European Sector Associations (30) Liaison Committee (20 companies) CIAA Membership

5. The voice of the European food and drink industry CIAA Priorities Increase consumer confidence in the food and drink industry Guarantee the smooth functioning of the internal market through a competitive regulatory framework and an increase in self-regulation for the food and drink industry Strengthen food and drink industry competitiveness to meet the challenges of globalisation on EU and world markets Manage sustainable development through enhanced competitiveness and more responsible corporate practices

6. The voice of the European food and drink industry WHO Global Strategy on Diet, Physical Activity and Health EU Multi-stakeholder Platform for Diet, Physical Activity and Health Commission White Paper ‘A Strategy for Europe on Nutrition, Overweight and Obesity related health issues’ European Charter on Counteracting Obesity + WHO Action Plan EU Regulations on Health Claims, Fortified Foods, Proposal on Labelling including Nutrition Labelling Context

7. The voice of the European food and drink industry CIAA Position on Diet, Physical Activity and Health Obesity has many causes and will require a multi- faceted solution that involves governments, industry, consumers and individuals working together (public- private partnerships) Two main elements in the equation: Diet and Physical Activity The food and drink industry understands its role in the obesity problem and is acting seriously and responsibly to deal with it

8. The voice of the European food and drink industry We see the EU Platform as an opportunity to forge partnerships thus building trust, share experiences and develop solutions Transparency and active involvement – concrete and specific commitments in all areas of action Need to focus on the implementation and monitoring of commitments Our Approach

9. The voice of the European food and drink industry 1.Consumer Information 2.Products and Choice 3.Advertising and commercial communications 4.Public education and physical activity programmes 5.Research (Public-private partnerships - overriding principle) Areas of CIAA Commitments on the EU Platform

10. The voice of the European food and drink industry CIAA Nutrition Labelling Scheme Launched in July 2006 Applied on a voluntary, self-regulatory basis Provides clear, non-competitive information enabling consumers to make better informed decisions Fast uptake – 11 leading food companies implement the scheme CIAA is proactively communicating the scheme to its entire membership to continue uptake Committed to closely monitor progress

11. The voice of the European food and drink industry Product and Choice: Reformulation & Innovation Product portfolios of major food & drink companies are expanding to offer a choice of products lower in fat, sugar and salt and with a higher micro-nutrient content. –Existing product are being reformulated to reduce levels of fat, sugar, TFAs and salt and new products have been launched with a healthier profile. –New products are being developed + introduced that have lower levels of fat, TFAs, sugar and salt. CIAA Survey (11 companies representing 61 billion Euros in annual sales, approx. 7% of European sales): –Over the past three years, these companies have put more than 4,000 new product compositions (reformulations or innovations) on the market for European consumers.

12. The voice of the European food and drink industry Advertising and Marketing Self-Regulation CIAA has developed voluntary codes on food and beverage advertising and marketing communications, which are being rolled out accross the EU. These apply to telephone, TV, radio, press, cinema, internet, direct marketing, sales promotions, sponsorship –Need for substantiation for claims or health benefits –Not encouraging excess consumption –Not representing snacks as meals –Not undermine healthy lifestyles messages –Not undermine the role of parents –etc. Many companies have adopted strict internal marketing communication guidelines for marketing to children.

13. The voice of the European food and drink industry Compliance Levels across Europe 2006 Final sample: 2,528 ads monitored for compliance EASA 2006

14. The voice of the European food and drink industry Healthy Lifestyle Campaign (multistakeholder commitment) -EU White Paper on Nutrition states that the Commission will support scientific information and education campaigns to raise awareness of lifestyle related health problems adressed to vulnerable groups -Purpose of the Campaign: To raise awareness among individuals (children 8-12 years old) of the attitude that can be adopted to improve their diets and to increase physical activity levels and thereby adopt a Healthy Lifestyle -Accomplished actions: CIAA conducted consumer research to find out on what kind of motivational messages the campaign should be built.

15. The voice of the European food and drink industry Key conclusions of the research We need to bring the concept of “healthy lifestyle” into children’s world and reinforce that it does not have to be boring nor about restrictions. –Sport and exercise is already part of children’s world. They like it because it’s a way of being with peers; a way to socialize and be part of a group.  –We need to make nutrition part of their world, too, by stressing that healthy eating can be fun when in the context of a balanced diet.

16. The voice of the European food and drink industry How to implement the campaign? Current Actions: Presentation of the results of our research to 10 international agency networks — creative and media – completed in June 2007 Discussions with media owners/sales houses to determine availability of pro bono space Discussions with selected countries (Hungary, Czech Republic, Portugal, Greece, Slovakia) to explore the possibility of working in partnership with public authorities Development of prototypical campaign(s) in multi-media formats  to be done as a next step

17. The voice of the European food and drink industry CIAA Monitoring of Key Commitments Our methodology – product reformulation –Sample would be representative of relevant food and beverage companies in five big markets –Sampling unit would be national level enterprises –Sample size would be 1,500 or 2,000 companies –Ensures sample is proportionally representative and large enough to analyse subsets of the data Process/methodology/results will be validated and possibly lead to a scientific peer-reviewed publication Results of 1 st yearly monitoring to be shared on the 3 rd anniversary of the EU Platform

18. The voice of the European food and drink industry Why Self-Regulation? Industry self –regulation has the potential to address concerns more immediately than goverment intervention. Advertising self-regulation is an efficient, affordable and effective complement to statutory enforcement Self-regulation can more easily adapt to changes in society and national requirements To be credible self-regulation must be transparent, well defined and independently monitored

19. The voice of the European food and drink industry Work and commitments from all stakeholders are required to address the obesity issue The F&D industry has been listening and is responding to the challenge We have committed We are working hard at implementing and monitoring our commitments We continue to be open to discussions with all stakeholders and authorities to find proportionate and effective solutions to fight obesity Together we can make a difference Conclusions

20. The voice of the European food and drink industry To find more information about CIAA www.ciaa.eu Access to news, positions and publications