Institute Bread & Health npo Instituut Brood & Gezondheid vzw Institut Pain & Santé asbl

Transcription

1 Institute Bread & Health npo Instituut Brood & Gezondheid vzw Institut Pain & Santé asbl FEDIMA-AIBI SYMPOSIUM Brussels April 2018

2 AGENDA Background General approach Roadmap Outputs Learnings & recommendations

3 Background

4 Background: Decrease of Bread Consumption Possible reasons - Consumer : Increasing awareness on health Consumer is becoming more critical Lack of knowledge on bread - Media : Negative media on bread Alternative diets like low carbs - Product : More alternatives for bread Doubts on bread What is in it? Does it make me fat? The consumer is confused

5 La petite histoire The initiative came from leading Belgium companies in 2014 La Lorraine Puratos Project idea evolved to a broad-based and broad supported project Other companies, the federations Academics Creation of a non-profit association Institute Breath & Health, founded in 2014 by 3 national Belgian associations and a reputable academic FGBB (large bakers) Unifa (suppliers) KVBM (millers) Prof Jan Delcour KULeuven, EIT Food ivzw, LFoRCe

6 FGBB (Federation of Large Bakeries of Belgium) The FGBB represents the interests of the medium and large bakeries in Belgium and has 30 members. The FGBB represents, informs, supports and advises its members in sector related topics, so that in an efficient way, the sector can anticipate on problems, events, and challenges. The FGBB is an active member of the European umbrella organization (AIBI) UNIFA (Association of Belgium manufacturers and importers of raw materials for the bakery, patisserie, chocolatiers and ice cream makers) UNIFA represents the interests of the Belgian bakery ingredients manufacturers in terms of food legislation, fairs, education, packaging and food safety. UNIFA has 9 members. UNIFA is a member of the European umbrella organization FEDIMA, the European Trade Association for the bakery KVBM-ARMB (Royal Association of Belgium Millers) The KVBM-ARBM represents the interests of the Belgian Millers. It organizes trainings and provides relevant information. The KVBM-ARBM has 11 members and is a member of the European Flour Millers Professor Jan Delcour Chairman of the Leuven Food Science and Nutrition Research Centre (LFoRCe) and EIT-Food A multidisciplinary Centre in the area of feed, food and health that bridges the gap between the Science, Engineering and Technology Group, the Biomedical Sciences Group and the Humanities and Social Sciences Group at the K.U. Leuven Association level and member of supervisory board from European Institute of Innovation & Technology (EIT)

7 General approach

8 Our mission Re-position bread as versatile, tasteful and part of a healthy diet.

9 Our objective To provide objective, scientifically proven information on bread and its impact on health in an independent way To promote bread as part of a healthy diet, in accordance with the recommendations of the Belgium High Health Council (Hoge Gezondheidsraad) To become THE reference in Belgium!

10 How? Bread Ambassadorship Loading the 'generic concept of bread' with OBJECTIVE, SCIENTIFIC QUALIFIED information via own, but also via external channels. Let others speak about bread

11 How? By listening to the consumers and responding to their (knowledge) needs. if they have doubts find scientific information about it By letting others tell how delicious, versatile and healthy bread can be. Health professionals Scientific studies Academic research Governmental Health agencies Also tell negative things (gluten,...) trustworthy By using the new media

12 To whom? 1. Consumers 2. Professionals Doctors, dieticians, specialists, health coaches, Food journalists, sports coaches,.. 3. Bakers

13 Roadmap

14 Roadmap 1. Establish an independent sender 2. Building stakeholders network 3. Research & measurement 4. Set up a website 5. Attract visitors to the website 6. Monitoring issues 7. Organize crisis communication 8. Increase visibility Build trust, keep trust

15 Roadmap 1. Establish an "independent" sender A Non-profit organization: Institute Bread & Health: Legal construction (statutes, BoD, GA, publications, ) With a clear goal: To disseminate objective and scientifically proven information on bread in its relation with health The Association aims to disclose the properties of bread and bread-related food products and their impact on health and well-being, and to organize and / or promote research, in complete independence and regardless of any commercial interest. For example, the problem of celiac disease will be a point of attention, as will the importance of cereal fiber for health. A non commercial-clause: The Association strives to work objectively and independently at all times. It does not envisage any form of commercial promotion or publicity, neither for products nor for market players, and it does not defend commercial interests. Her opinions, studies and initiatives are based on scientific data and research methods. It uses the production and distribution of objective and faithful information.

16 Roadmap 1. Establish an "independent" sender A non-profit association, founded by 3 national Belgian associations (FGBB, Unifa, KVBM) and an academic Managed by an independent board with academical persons, with only 1/3 member delegate of the above associations The President of the Board of Director of IB&H is an academician (Professor of the Belgian Faculty of Bioscience Engineering and chairman of the Food Science and Nutrition Research Centre) The Board is assisted by 2 Technical Committees with experts and academics with knowledge on nutrition, health, legal aspects and communication Coordination by NBC (Nederlands Bakkerij Centrum) a part-time secretary-general

17 Roadmap 1. Establish an "independent" sender With help from professionals - Nederlands Bakkerij Centrum (NBC) Knowledge and advice center for the Dutch bakery Expertise In-Home Specialists (nutritionists, specialists Law and Regulations, communication specialists) Informative website - Subcontracting: Belgian specialists E.g. NUTRIFYZICS / NUTRIMEDES (health professionals) E.g. Independent nutritionists - But also: - Much work done by employees from companies involved

18 ASBL/VZW WORKING MEMBERS (FEDERATIONS, SCIENTISTS ) ACCEDING MEMBERS (PASSIVE) BOARD (PRESIDENT & 2 MEMBERS) npo «Bread and Health» DAILY MANAGEMENT (1 PART-TIME SECRETARY GENERAL) - Third parties (Academics) and Federations - Content, strategy, finance, budget, commitments, - Daily signatures, admin, small payments, organisation meetings, reporting, communication, 2TECHNICAL COMMITTEES (NUTRITION & MARKETING) - Coordinator (NBC), Specialists (communication & marketing, legislation & nutrition), Academics - Independent technical project execution Financing Membership fee Possibility: donations / sponsoring / service fees

19 Roadmap 2. Building a stakeholders network Who? Scientists, academics, academical Institutions, Government, health workers, association of dieticians, food professionals, sports coaches, journalists, etc. What do we want to achieve? Get the right information Scientifically supported information Validate the information Informed stakeholders can communicate through own resources

20 Roadmap 3. Research & measurement Research background Exploration playing field 0 measurement Among consumers and professionals Taking account of the regional differences What's going on? How is the knowledge about bread? What is the attitude towards bread? What is the sentiment & behavior when it comes to bread? Focus groups for consumers and professionals Quantitative research Results: expectations consumers More information, but no marketing Transparent and objective information on health issues Recipes

21 Roadmap 4. Set up a Website The information and communication platform about bread Content: Interesting Relevant Objective Validated!! News Background information Legislation Frequently Asked Questions Ask us Recipes

22 3. Website (structure) Homepage Consument Professional Bread? Bread? Bread & Health Bread & Health Bread & Diet Bread & Diet Bread & Regulation Bread & Regulation Bread inspiration Scientific publications

23 Roadmap 5. Attracting visitors to the website Interesting information =leads to subscription Database Newsletter Recipes, contest, Handing out flyers about us / website during events Mobile phone-compatible

24 Roadmap 6. Online monitoring To know what is going on Open internet & social media in Belgium Analysing sentiments Input for new content or campaigns NICE TO HAVE However: insufficient performance and expensive. We ended the contract

25 Roadmap 7. Organize crisis communication IB&H = Consultation platform between associations, in connection with science Make arrangement / script Who will contact who, how, Joint or unanimous reaction? Who will react? Content E.g. Sugar in bread? Question à la Une": Belgian bread is coming from Poland L-Cysteine from human hair or pigs in bread? Additives

26 Roadbook 8. Work on visibility Important Networking Visibility Credibility Goodwill Participation at events Fête Du Pain (Fête de l Europe, Fête du Pain) Europe Day: Visit the European institutions Nutrition & Health Congress Salon de la Santé Kids Climate Conference.

27 OUTPUTS

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29 Budget? Weekly update FB

30 Infographics

31 TV screens in bakery shops

32 Fact sheets

33 Fact Sheet

34 Flyers

35 Guide Du Pain for professionals & dieticians

36 Facts for consumers

37 Healthy recipes for consumers

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39 Learning & recommendations Academicals & scientific personalities are afraid of being seen as part of a lobby - difficult Meet from the beginning the government & government agencies What do they think, what would they like to add? Adding their links Supporting governmental health messages Listen, take action, support, Inform them on new actions (e.g. European dossier)

40 Learning & recommendations It is taking time to convince stakeholders and extern partners but slowly Institute Bread & Health is gaining confidence By articles By reacting in a scientific way By participating at congresses, seminars, Events By communicating with academics, letting them tell their story Factsheets with their information, findings, studies Publishing their articles By working for other organisations, even invisible - Giving information and help AND Also publishing articles on negative side (gluten intolerances, ) Increasing credibility Difficult balance between scientific approach and commercial marketing tools Build trust, keep trust

41 Thank you for your attention