| | Taking a Bite Out of Childhood Obesity
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Cooking up a solution
The news is full of stories on the alarming increase of overweight children. Childhood obesity is now an international health priority. What does that mean to you as an agri-preneur? Are there opportunities for you to investigate?
- According to a 2004 Statistics Canada survey, 8% of Canadian children aged two to 17 (about 1/2 million people) were obese.
- Alberta recorded a childhood obesity rate of 22%.
- Obesity is linked to an increase in Type 2 diabetes, heart disease, hypertension and some types of cancer as well as a wide range of other illnesses.
- Factors behind the rising obesity in children include increased fast food consumption, super-sized portions, unhealthy food at school, proximity of convenience stores to schools, less exercise and more TV, video game and computer use.
- Some schools are regulating the types of food offered in their school cafeterias and vending machines and reinstating daily physical fitness activities.
- Lunchtime clubs focusing on nutrition and physical activities and farm-to-school projects help curb the obesity crisis.
- In British Columbia's lower mainland an innovative new program called the "School Fruit and Vegetable Snack Program” promotes healthy eating by providing one serving daily of B.C. grown fruits or vegetables to children in elementary schools around the province.
- Vegetable gardens at school, using more fresh produce in school cafeterias and involving kids in cooking are other ways schools are increasing awareness of healthy food choices.
Luring consumers with grab-and-go products
Two very important questions to ask when marketing a product are:
- Does my product meet a need?
- What is unique about my product?
The product does not always have to be unique; sometimes it is the delivery mechanism that is unique. Have you ever tried to market your food product to local schools for their cafeteria or school lunch programs?
Local sports clubs, boy scouts, and girl guides appear at the door selling chocolates, cookies and popcorn to raise money for their activities. Companies like Stawnichy’s regularly sell kubasa and other sausages to groups as a fund raising activity. Can you sell your products this way as well?
The following web sites provide “how to” information and some success stories:
Vending machines are prevalent in many schools. Is there a way to package and market your products to appeal to students and replace the usual chips, pop and chocolate bars? Sunkist’s Fun Fruits, sliced fruits with names like Orange Smiles, Apple Grins, Pineapple Pals and Giggling Grapes are available in half-cup serving sizes in the U.S. They also sell packages of Carrot Kidders, bite-sized carrot pieces. People want the convenience of a sliced washed, ready-to-eat snack. That is why grab-and-go containers of soups and other foods are so popular. Does your product meet the profile of a convenient, healthy, low calorie food?
What do kids really think about food?
Everyone agrees that the best time to establish good dietary habits is in childhood. According to a class of grade 5 students eating healthy is important to them.
- “Because you will stay alive longer.” – Tyson
- “So you can stay in shape and help make arm and leg muscles big.” - Jacey
- “If you don’t eat healthy you will have rotten teeth.” – Evan
- “So you don’t get sick.” - Loreena
But it's not always easy to get kids to eat what's good for them. However, you may be surprised to find that kids like fruit (especially apples) and will often choose healthy snacks over junk food if they are available. Of the 17 children interviewed, seven listed a type of junk food as their favorite snack while ten listed a fruit or vegetable as their preference.
- “Mini apples because they taste sweet.” – Kytana
- “Bananas because they are healthy and they taste really good.” – Jasmin
- “Carrots and Ranch dressing because I like it and it’s good for you.” – Tanner
- “My favorite snack is BBQ chips because they taste great.” – Nathan
- “Chocolate cake because it is filled with chocolaty goodness.” – Katie
So, what did they have in their lunch?
- A cheese string, a yogurt, an apple and a sandwich.” – Samantha
- “A pizza pocket and a juice.” – Tyler
- “Noodles, dunkaroos, rice krispie squares and chocolate milk.” - Shanice
What would they like in their lunch?
- “A sandwich, a fruit, and a veggie.” – Kolten
- “A grill cheese and a milk.” – Ryley
- “Pizza and Sunny D.” – Chelsea
- “Ice cream, apples, bananas, cookies and chocolate bars.” – Nick
- “Three snacks, two drinking pockets, and 1 microwave thing.” - Johnathan
It appears that some kids know what foods are good for them and understand why they are important. The comments from these students indicate there may be opportunities for enterprising producers to provide healthy snacks and lunches for school children. Check it out.
“Bad health may be something that ‘snacks’ up on you. What’s in your lunch?”
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