Richard Ali, director of food policy at the British Retail Consortium (BRC) said that food alone is not the problem causing rising obesity levels in the UK.

Commenting on the growing number of column inches and TV/Radio time devoted to fad diets and highlighting bad foods, Ali said: "The reasons for our nation's weight increase are many - genes, metabolism, behaviour, environment and culture are all factors."

He accused some pressure groups of demonising certain foods and some policy-makers of being too often swayed by prejudice. "There are no good or bad foods, only good and bad diets," said Ali. "All policy should be based on sound evidence. Too often, policies have foundered when factoids have been mistaken for facts. The food arena is an area where a re-examination of realities may be helpful.

He defended BRC members' role in developing the diet of the nation. "Diet is a matter of personal choice," he said. "Retailers provide choice and information in response to consumer demand and recognise that healthy eating is an issue. They have made healthy eating more interesting. Fruit and vegetables are the first thing you see when you enter a supermarket - if that is not promoting 5-a-day and making healthy products more visible then I don't know what is."

Ali blamed "food angst" as the driving factor behind regulation gone mad", adding: Over-regulation, demonisation of 'bad food', food snobbery and nutrient taxes are all a threat to effective communication of the right messages. The EU's proposal on Nutrition and health claims would, as it currently stands, outlaw the very brands that food retailers have developed to make healthier eating more attractive, convenient and affordable to consumers.

"The government should develop educational campaigns that provide clear, simple and consistent, and scientifically credible messages. The Balance of Good Health message should form the basis for this. Unless there is a complete cultural shift, we will not achieve what we need to do for the majority of the [UK] population."

Ali concluded: "Food retailers have already done a lot. They stand ready to play their part in delivering this message and by providing a wide range of well-labelled, convenient, attractive and accessible products, which allow their customers to opt for a healthier approach to food and drink."

Richard Ali was speaking at the latest seminar hosted by the food and drink group of the Chartered Institute of Marketing.

Topics