Time for a snack and a healthy discussion

Healthy eating remains high on the government’s agenda as the debate on obesity amongst the population and the importance of a balanced diet continues to rumble on. As it does so, the vending machine has been singled out and criticised unfairly.

When Jonathan Hilder joined the Automatic Vending Association (AVA), the trade body representing the £1.65bn refreshment vending industry, at the beginning of 2010 he quickly become involved with government at the highest level on this issue. Vending offers healthy flexible refreshments around the clock, ideal for the healthcare sector and Jonathan is keen to set the record straight.

He explains: ”I inherited a problem imposed by Edwina Hart (Minister Of Health for Wales) who, in 2008, imposed restrictions on the products that could be sold through vending machines in Welsh Hospitals. The reasoning behind the ban was the claim that ‘it will improve patients’ health’ but this falls flat on two counts; firstly vending in hospitals is used predominantly between 8pm and 2am by hospital staff who understand the importance of diet and who surely do not need any guidance from the Minister on what to eat. Secondly, the nearby shops selling the banned foods have remained open so to have the effect of merely moving the point of purchase.”

Freedom of choice
In response to the restrictions, the AVA formed the Vending Choice Coalition (VCC), which is a group comprising of key food and beverage associations, major brand manufacturers and operator companies. Their goal is to ensure that vending has its say and consumers have freedom of choice to purchase a wide range of food and beverages through the vending channel in order to achieve a balanced diet.

Various meetings have taken place and having written to Edwina Hart with copies to the entire Welsh Assembly (all parties), and there has been considerable support for the AVA, VCC and its objective.

As the AVA and VCC continue to lobby for choice, it is worth noting that vending is the only channel subject to very strict nutritional controls and restrictions. Jonathan, who is championing the debate, comments: “Vending must not be demonised and isolated from any other sales channel.”

Educating the nation
Advice from expert speakers at a recent Vending Choice conference revealed that hospitals are the wrong place to enforce a change in diet. It starts with education and an understanding that variety and moderation is the key to making informed choices.

The nation has been eating snacks and confectionery for many years without issue. Vending machines provide a wide choice and the items on sale reflect consumer tastes and demand; including fresh fruit, low fat and low sugar products as well as a range of drinks to rival the high street coffee shops.

Vending is only one sales channel and to put the debate into some context, the UK snack and confectionery market is worth £39bn of which £7.8bn is chocolate and snacks. Only 5 per cent of the snack intake goes through the vending channel, so to attack and try to ban the vending machine will do little to affect the health of the nation.

A healthy choice
A lifestyle that combines regular physical activity with consumption of a wide range of food choices is the key to healthy living. It is vital that consumers are able to make that choice for themselves.

To make the right choice, consumers must be educated and understand the meaning of a balanced diet. This education starts at an early age and we must look to the schools to provide this.

The British Heart Foundation (BHF) has argued that obesity rates in children were soaring, however, recent studies by the National Heart Forum found evidence that the rate of childhood obesity may be starting to slow and the reported projections had been greatly exaggerated.

Scotland’s largest teaching union threw its weight behind a campaign to amend the law to allow Aberdeen pupils to sell chocolate in their school, arguing that any legislation that denies pupils the opportunity to make balanced decisions “negates” what educationalists are trying to achieve.

Healthy lifestyles cannot be forced on youngsters, and a balance must be struck because they would only go to nearby shops to buy chocolate and sweets that are not available in school.

Chocolate will be part of their lives forever and they need to be educated to be able to properly make choices. This view is supported by the FSA who in their publication BITE, cited the view from youngster Toby that “whilst carrots, pasta and cheese were healthy you can eat chocolate too, provided it is part of a balanced diet.”

Jonathan Hilder points out: “When you impose restrictions on choice, all that happens is that the point of purchase moves to another place which often can’t be controlled.

“The vending machine is not the problem, we need to look at lifestyles and make some changes that will really impact on us.”

What is healthy?
The AVA has asked for advice on what was deemed healthy but to date has been unable to get clarification from those who have criticised vending. The Food Standards Agency (FSA) has commented that there is no such thing as unhealthy food, only unhealthy diet, and the
BHF would not commit themselves to what they regard as healthy or indeed the level of choice they want to see in a machine.

Jonathan comments: “If they are unable to quantify it, then it is difficult for the AVA and the VCC to help implement change. Also if change is made, the BHF would be unable to endorse it as they are unable to endorse any product or industry.”  

The right label
There are currently three recognised labeling systems operating to educate consumers and encourage healthy eating, namely; GDA, the traffic light system and calorific value.

Jonathan believes that the calorie system is the simplest to follow, most people understand that if they consume more than the average recommended number of daily calories without burning them off then they will gain weight. He acknowledges that nutrition is a complex area but says we have to start somewhere.

This view is supported by Gill Fine, director of consumer choice and dietary health, who commented recently: “The battle between GDA and traffic light labels has been deeply unhelpful.” She went on to explain her work with caterers; where 21 companies have put calories on menus, consumers have found this useful and she summed up by saying “its excellent news for consumers”.

The benefits of vending
Keen to implement guidance to his members, Jonathan is looking to develop the recommended healthier shelf. AVA members are regularly introducing new products and Jonathan’s aim is that vending will maintain consumer choice and make that choice easy.

Whilst the dialogue with the Minister of Health will continue it remains clear that that a lifestyle that combines regular physical activity with consumption of a wide range of food choices is the key to a healthy lifestyle. It is vital that consumers, whether they are in hospitals, schools or the workplace, are able to make that choice for themselves.

Vending machines reflect consumer demand and allow the widest range of products to be made available and can also be used to reinforce good lifestyle messages. Vending can provide wholesome, fresh nutritious meals for microwaving for daytime or late night. When blood-sugar levels are dropping it can provide a boost either from a drink or confectionery. It can provide a warming cup of coffee or tea in A&E or something to fill the gap because dinner is going to be later than anticipated.

To discover the benefits of vending and a face to face experience with the vending industry put a date in your diary for 15-16 June when AVEX 2011 will be at the NEC Birmingham. AVEX is the premier international vending and water cooler exhibition. Visit www.avex2011.co.uk for more details.

For more information:
Tel: 020 86611112
Web: www.ava-vending.co.uk