Date Published:
6 November 2006 |
Everyday foods may not be as 'ordinary' as we think ...
Earlier today, safefood launched a new campaign
designed to raise awareness of the benefits of eating everyday foods. The ‘Superfoods’ campaign
focuses on encouraging people to eat leaner meat, and increase their intake
of fruit, vegetables and whole grains, foods which all have super nutritional
properties but often get overlooked.
Poor diets that are low in fibre, fruit and vegetables and high in salt, fat
and saturated fat contribute to diseases such as stroke, cancer, heart disease
and obesity. In Northern Ireland thirty five percent of deaths are due to heart
disease, stroke and diseases of the circulation, with an additional three out
of ten deaths due to cancer¹. The changes suggested by safefood are designed
to help people address the quality of their own diets, and impact positively
on their health in the long-term. ‘Superfoods’ such as lean meat,
whole grains, fruit and vegetables are lower in calories and fat than many
foods and contain essential vitamins and minerals which can help control cholesterol
and blood pressure and may also help combat obesity.
Dr. Cliodhna Foley Nolan, Director of Public Health, safefood said,
" Superfoods
are regular foods with special nutritional properties, foods which we should
try to eat more of. For example, trimmed lean red meat is much lower in salt
and fat than processed meat, and fruit and vegetables offer a huge number
of benefits, from anti-oxidants to fibre. Our recommended changes are small,
but
if adopted, could have a big impact on health, over time. "
On the island of Ireland, salt and saturated fat intakes are higher than the
recommended intake for heart health. A significant proportion of these come
from meat, so switching to leaner meats could also have a positive impact on
health.
Furthermore, more than three out of four people on the island do not eat enough
fibre (2), which is important for gut health. Switching from white bread to
brown could improve this situation and provide real benefits. In Northern Ireland
over half of people prepare meals from raw or fresh ingredients less than once
a week (3) and eight out of ten people eat less than the recommend five portions
of fruit and vegetables a day, with a third eating just two or fewer portions
(4). The health benefits of fruit and vegetables are well known and meeting
recommendations could have widespread public health benefits.
Martin Higgins, Chief Executive, safefood commented,
“ Consumers are
familiar with new “functional foods”, which are marketed to have
a specific health benefit. This campaign aims to remind consumers that in reality,
most normal everyday foods can be called ‘Superfoods’. They are
not as “ordinary” as we think and can be just as beneficial ”.
The safefood ‘Superfoods’ campaign comprises innovative advertisements,
using quirky voiceovers creating personalities for a banana, lean meat, pea
and wholegrain bread. The characters’ personalities are at odds with
their appearance and explain in a humorous and engaging way, the benefits of
including ‘Superfoods’ in a daily diet.
News is included
on the IvyRose website to inform visitors about current health issues,
but not to endorse
any particular
view or activity. The views stated in the article above are not
necessarily those of IvyRose Ltd.. Material in this news item was released
by
safefood (Ireland) on 15 November 2006 and may have been edited (e.g. in
style, length, and/or for
ease
of understanding
by our international readers) for inclusion here. For further information,
please visit their website using the link below.
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