become interested. The role of the teach­er is, of course, extremely important in terms of ability to create an intense inter­est in the student. H.D.U.

Krakauer, E. M., Marketing nutrition: opportunity or pitfall? Food, Drug, Cosmetic Law 1.,27:282, May, 1972.

This article was a part of an industry briefing on nutrient labeling held in the spring of 1972.

Krakauer, a Group Vice-President of Hunt-Wesson Foods, Inc., feels strongly that the food industry needs to recognize the need for marketing nutrition. He points out that the consumer is more aware of her "right to know" than ever before. Also, he cites several public opinion polls which indicate that the con­sumers feel that grocery products are poor in quality, cost more money, and are not doing as good a job as several years ago.

In a recent Roper Consumer Survey, 90% of the public "think stricter regu­lations in packaging and labeling are a good idea." In a social trends study, Kra­kauer indicates that there is considerable tolerance today for chaos and disorder, such as eating of different things, keep­ing of different hours, and following dif­ferent philosophies. The individual is more important than the system.

There is greater emphasis on physical enhancement and well-being, which points to the trend of eating right. The young and not-50-young find being fat or undernourished not only ridiculous but ugly and dangerous. Krakauer calls on the food industry to evaluate a new food product before it is marketed­whether it is nutritionally sound, that it is at least as nutritious as the product it is intended to replace, and that it is as free of chemicals and preservatives as possible.

In describing the nutrient content, he feels that the question should be asked: Are the nutritional claims truthful and meaningful? A nd are the nutritional values expressed in informative and simple terms?

If the food industry will follow Kra­kauer's advice, welCan look forward to improvement of the kinds of foods of­fered in the grocery store. H.D.U.

Wolnak, B., Food industry and FDA face fad food threat, Food Product Devidopment, 6(No. 5) :28, Aug.­Sept., 1972.

Wolnak, President, Bernard Wolnak and Associates, cites the extremely rapid ,!!rowthof the "health" food segment of the food market-the increasing sales of

Vol. 4, No: 4, Fall, 1972

"health" and "organic" foods, expansion of "health" food stores and restaurants, and increasing, favorable coverage in the press.

One of the major reasons, he suggests, is the failure of food industry advertising to fill the void in nutrition education. As a result, the consumer confronted with a oomplex problem turns to an oversimpli­fied solution.

What to do? Wolnak's answer is straight-forward advertising dealing with basic nutrition education to indirectly re­move the competitive threat of "health" foods. He envisages ads which say: This is what our foodstuff contains; these are its values, and these are the reasons you, the consumer, should buy it.

Other measures suggested include em­phasizing the negative aspects of "health" foods (e.g., poor keeping qualities and inadequate data on "benefits") and ac­tion by FDA and FTC on claims and statements by "health" foods advocates and merchandisers.

Many nutrition educators wish that food advertising oould be a strong com­ponent of nutrition education for the consumer. It is encouraging to find a food industry consultant expressing the same view-and possible economic rea­sons-in this article. M.C.P.

Miller, L. and Goldstein, J., More et­ficient care of diabetic patients in a county hospital setting, New England J. Med., 286:1388, June 1972.

This paper describes a program which has been successful in both reducing cost and in increasing quality and efficiency of a health care delivery system for chronically ill patients. The diabetes sec­tion of the Los Angeles County Univer­sity, Southern California Medical Center successfully reduced the average stay of the diabetic patient from 5.6 to 1.7 days, and preventable admissions such as dia­betic coma were reduced by two-thirds.

The key to the program is a 24-hour answering service, used by clinic pa­tients for medical advice, appointments, or prescriptions. Patients who may need further care are screened by a nurse, clinical practitioner, or a resident of the diabetes service. Before implementation of this program, the emergency room handled these functions, which had re­sulted in drug duplications, poor man­agement, and unnecessary admissions.

Nutrition educators are aware of the importance of preventive medicine, and this article describes an example of the success of such programs.

Marilyn Nebeker, Dietitian, San Fran­cisco

WESTERN AUSTRALIAN INSTITUTE OF TECHNOLOGY

SENIOR LECTURER IN NUTRITiON He DIETETICS

DEPARTMENT OF HOME ECONOMICS

The appointee will conduct and organize lectures in Human Nutrition includ­

ing appropriate animal laboratory studies and organize and supervise clinical

and field work in the community.

Applicants must hold a Master's Degree (or equivalent) in Nutrition and an

appropriate qualification in Dietetics. Experience in clinical and/or field work

is essential.

Salary: Senior Lecturer $A9,644 to $AII, 234

Further details and method of application available from the Dean, Division

of Commerce and Social Science, Western Australian Institute of Technol­

ogy, Hayman Road, South Bentley, 6102, Australia. When writing please

quote H.E.1.

Journal of NUTRITION EDUCATION I 189