how to communicate effectively

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EMERGING TRENDS in FOOD & NUTRITION

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How to communicate effectively. Listening Barriers. Focusing on a personal agenda. When we spend our listening time coming up with our next response, we cannot pay full attention to what the speaker is saying. Experiencing information overload. - PowerPoint PPT Presentation

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Page 1: How to communicate effectively

EMERGING TRENDS in FOOD & NUTRITION

Page 2: How to communicate effectively

• Like clothing and music, food goes through trends, or fashions.• These trends affect the foods that are available to us:

• What is grown• What is produced• What is sold

• Some trends describe preferences: style of food, cooking technique, or flavours that are popular• Some trends describe improvements: the addition of key nutrients,

agricultural innovation that increases yield• Every day we are bombarded with messages that highlight the latest trend

Page 3: How to communicate effectively

Trends for Health

• More and more Canadians state they are interested in making healthier food choices• Shoppers are purchasing food based on its nutrition profile • As people make healthy choices, food companies, food-service

operators, and retail establishments will make even more healthy options available• By researching consumers’ attitudes and behaviours, companies can

help to ensure that they are creating products that represent the needs of Canadians

Page 4: How to communicate effectively

• Health Claims on Labels• Unfortunately, despite the desire to make healthier food choices, people find

it difficult to read nutrition labels• (some people have said that doing their taxes is easier than reading nutrition

labels!)• In response, food companies have developed a range of tools to identify and

promote healthy food options, but these are not always clear• Example: in some systems, a symbol is used to identify healthy foods, however, it is

expensive for companies to pay the fee required to submit a food for evaluation, so only large companies might be able to afford this, leaving products owned by smaller companies, which may be equally as healthy, unclassified as healthy through this symbol

Page 5: How to communicate effectively

• Food-Service Establishments• Some restaurant chains have created healthier menu options with varied

success• It isn’t always possible for health-conscious consumers to learn the nutritional

breakdown of food purchased in restaurants• Restaurant chains that use standardized recipes can post nutrition

information on their websites• Politicians in Canada are currently trying to push for legislation requiring

restaurants to post all nutritional information on menus or menu boards

Page 6: How to communicate effectively

• Nutraceuticals:• The words “Nutrition” and “Pharmaceutical” combined• Definition:

• substances isolated from food that are considered beneficial beyond meeting basic nutritional needs (high in nutrients and/or phytochemicals)

• They may be isolated into pills and sold as supplements or they may be added to other foods

• Examples:• Carotenoids: found in foods such as carrots, tomato products, and green vegetables. These

reduce the risk of prostate cancer• Soluble and insoluble fibre: found in wheat bran, oats, barley. These reduce the risk of some

types of cancers and lower your LDL cholesterol• The term “superfood” is a well-marketed term referring to neutraceuticals (foods

extremely high in nutrients or phytochemicals)

Page 7: How to communicate effectively

• Superfoods:• Blueberries• Cranberries• Watermelon• Spinach & dark green leafy veggies• Yams• Pumpkin• Seaweed• Fatty fish (salmon)• Various nuts & seeds• Dark chocolate• Exotic fruits (pomegranate, acai berries, goji berries)

Page 8: How to communicate effectively

• Functional Foods• Foods that have had beneficial ingredients added to them to increase their

healthfulness• Foods with bioactive compounds; foods that naturally contain a nutraceutical

(carrots – carotenoids), or some yogurts (probiotics), to foods that have had ingredients added during processing (OJ with added calcium or cereal with added fibre)• Some foods have been enhanced through breeding, special feed, or genetic

modification (Ex: eggs have increased Omega-3 levels from the flax fed to chickens)• Are functional foods a better choice or is it all about marketing?

Page 9: How to communicate effectively

INDIVIDUAL TASK

• Using the handout “Nutrition and Healthy Eating”, go to page 159• Find the “Active Learning” box, and complete Activities #1, 2, and 3• You may use your phones to help you with recipe development by looking at

recipes containing the foods you chose in #2

Page 10: How to communicate effectively

ALLERGIES

• 5-6% of children and 3-4% of adults in Canada have a food allergy• Food Allergy:

• An immune response to a protein in a food (eg: peanuts)

• Food Intolerance:• The body’s inability to digest a food or components of that food (eg: lactose

intolerance)

• These people rely on ingredient lists to determine whether they can safely eat a meal• In 2012, Health Canada increased allergy labelling requirements of packaged

foods: in addition to listing all ingredients, any products containing the most common allergens must identify them in ingredient list

Page 11: How to communicate effectively

Gluten-free Foods• 1 in 133 Canadians suffers from Celiac Disease; an autoimmune

condition in which the small intestine is damaged by the presence of gluten. • As a result, other nutrients cannot be absorbed by the body, leading to

gastrointestinal problems, rashes, and in some cases, death

• Gluten-free products are one of the fastest growing segments of the food market• Gluten-free products might be high in sugar, fat, or salt so consumers

must be aware of this when deciding on gluten-free foods to consume• Simply eliminating gluten will not make a food any healthier than wheat-

based versions of the same food

Page 12: How to communicate effectively

TRENDS FOR VALUE

• People generally agree that low-priced, nutritious, tasty food that doesn’t spoil quickly has a high value• High-priced food that spoils easily has a low value• The food industry has developed many ingredients and

processes to increase the value of foods• Some of these innovations affect the value of food after it

has been purchased, and others affect the value of the food as it is grown and transported

Page 13: How to communicate effectively

• Demographics also influence what qualities are perceived as valuable in foods (Ex: while large packages of food often cost less, increasing their value for a large family, people living in small households find that foods in smaller package sizes will not spoil)

Page 14: How to communicate effectively

Food Additives• Maintain nutritive quality• Ex: Vitamins and minerals enhance the nutrient profile of

commonly consumed foods. In Canada, Vitamin D is added to milk and iron is added to many cereals

• Enhance keeping quality (shelf life)• Ex: Preservatives prevent bacteria from growing and

inhibit oxidation. Vitamin C is added to some foods as an antioxidant and high-maltose corn syrup is added to some baked goods to inhibit bacterial growth

Page 15: How to communicate effectively

• Make the food attractive• Food dyes, both natural and artificial, are used to add colour

lost during manufacturing process and to make foods more visually appealing

• Aid in processing, packaging, or storing• Gelatin helps marshmallows and other products “gel”

(stringy/sticky)

Page 16: How to communicate effectively

• Health Canada, through the Food & Drug Regulations, is responsible for regulating the use of food additives, specifying:• Which food additives can be legally used in Canada• How food additives can be used• On which foods they can be used• In what quantities they can be used

• Depending on its use, a substance may be classified as an additive or as a food processing aid• Example: an anti-foaming agent added to fruit juice would be considered an

additive, but the same anti-foaming agent added to water when processing potatoes would be considered a food processing aid, as its purpose is to affect the water, not the potatoes

Page 17: How to communicate effectively

• Some nutrients may be considered additives:• Ascorbic acid (vitamin C) may be added to foods as a nutrient, and also may

be used as an antioxidant

• Flavour enhancers (salt, sugar, and MSG) are not considered additives in Canada• If you have ever tried packaged food in another country and noticed it

tastes different than the same food here, it is because different countries have different permissible additives• As a result, a product may look different and taste different

Page 18: How to communicate effectively

Food Additives - Implications

While food additives can increase the value of food by enhancing its nutritional profile and increasing shelf life, additives have also been implicated by some in a wide variety of health issues; allergies, learning disabilities, serious health concerns

What do you think? Do food additives result in a safer food supply?

Page 19: How to communicate effectively

PARTNER TASK

• Look at the chalk board: Which cereal would you choose to eat, and why?

• Choose 1 of the following food additives approved for use in Canada. Using your phone, research to determine its intended purpose(s) in food. Find evidence supporting its use in food and evidence opposing its use.

Acesulfame Potassium Inulin Sodium NitriteAspartame Rebiana (Stevia) TransglutaminaseCaffeine Sodium Benzoate

• Based on your research from above, state whether you believe that the food additive should continue to be used in Canada. Justify your answer.

Page 20: How to communicate effectively

Novel & GM/GE FoodsNovel Foods• items that have not previously been used as foods• Foods produced using new manufacturing methods that cause a

change to the food• Can be created to provide enhanced nutrition (functional foods) or

enhanced value (juice treated with UV light to reduce # of micro-organisms and prevent spoilage)

GM (Genetically Modified) & GE (Genetically Engineered) Foods• Made from genetically modified (altered) organisms in which the

DNA of a plant or animal has been altered with biotechnology (insertion of foreign or synthetic DNA)

Page 21: How to communicate effectively

• GM/GE Foods approved in Canada:• Corn that is tolerant to drought and pests• Potatoes resistant to a common beetle• Tomatoes that ripen more slowly on the vine•Milk with an increased level of a fatty acid

• Current legislation does not require products made with GM/GE ingredients be identified to consumers in Canada

Page 22: How to communicate effectively

TRENDS FOR CONVENIENCE

• The # of meals prepared at home has increased• The way the meals are prepared has changed• Consumers want meals that can be made quickly and easily with little

preparation and clean-up• Consumers are using more and more convenience products (meal

kits, pre-washed salad greens, frozen entrees)• Appliances such as slow-cookers, microwaves, indoor grills have

become increasingly popular

Page 23: How to communicate effectively

• Though we are using convenience products, we are concerned with price, health, quality, and taste• Convenience products are more expensive and higher in fat, salt, and

sugar

Page 24: How to communicate effectively

TRENDS FOR AUTHENTICITY

• Our society has undergone significant biological innovations• They have presented us with more nutritious and readily available foodsNATURAL FOODS• An increasing # of consumers are looking for natural food products due to

concerns about additives and use of technologies• The word “natural” or “nature” on a food label does not ensure superior

nutritional content• According to Canadian Food Inspection Agency, foods that are labelled as

natural are expected to have no vitamins, minerals, artificial flavourings, or food additives added or removed and to have undergone minimal to no processing

Page 25: How to communicate effectively

• Artificial and natural colourings and flavourings appear on ingredient lists• Natural colourings & flavourings come from natural sources but that

doesn’t mean that the flavour or colour is naturally found in that particular food• Flavourists extract natural flavours from a wide variety of sources

(plants, animals) which are used to flavour an assortment of food products • Ex: an extract from cochineal, an insect, is used as red colouring in many

candies

Page 26: How to communicate effectively

TRENDS FOR SUSTAINABILITY

• As Canadians become more concerned about the environment and the conditions under which food is grown and produced, there is increasing demand for local and organic food products• Organic foods are more expensive making them less of a reality for

some consumers• In order for a food to be organic 95% of the ingredients in the food

must be organic • There is little difference in the amount of nutrients in organically

grown food compared to conventionally grown food

Page 27: How to communicate effectively

• Sustainable Fisheries• An increased consumption of fish worldwide has led to an increase

in harvesting of fish• Unfortunately, as technology has improved, humans have used it

to deplete several important global fish stocks• Some fishing technology results in damage to the ecosystem,

including harming other species of wildlifeEx: some practices used to catch tuna also result in killing

dolphins

Page 28: How to communicate effectively

• THAT’S THE END OF THE NOTE! YAY! HOORAY!! NO MORE WRITING! WICKED!!! WOOT WOOT!!!

• Now on to your next task…..