Mem Brief Csi

Canadian Sugar InstituteCanadian Sugar Institute

WSRO Member Briefing

June 2009

Canadian Sugar Institute

About the Canadian Sugar Industry

Cane sugar refiningSugar beet processingBl di d k iBlending and packaging


Canadian Sugar Production/Consumption

1,400

1,600Metric TonnesThousands

1 000

1,200

,

Domestic Disappearance

800

1,000

400

600

0

200

83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08


198

198

198

198

198

198

198

199

199

199

199

199

199

199

199

199

199

200

200

200

200

200

200

200

200

200

Canadian Sugar Production/Consumption

1,400

1,600Metric TonnesThousands

D i Di

1 000

1,200

,Domestic Disappearance

Adjusted for Trade with US i S C t i i

800

1,000 in Sugar‐Containing Products

400

600

0

200

83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08


198

198

198

198

198

198

198

199

199

199

199

199

199

199

199

199

199

200

200

200

200

200

200

200

200

200

Threats to Consumption

• International Trade ... Another presentationp• Consumer Opinion – Tracking Study• Obesity – global and national pressuresObesity global and national pressures• Substitute sweeteners• Government policy food guides school• Government policy – food guides, school policies, restricted sale and promotion of “unhealthy” foods (sugar, fat, salt)unhealthy foods (sugar, fat, salt)

• Food labelling and advertising – negative sugar claims


claims

Classification of Eating Patterns

60

Somewhat concerned b i h b

40

50

about my weight but not on weight reducing diet

Watch what I eat for

30

40nutritional reasons but not concerned about my weight

Eat whatever I want

20

Eat whatever I want and enjoy

O di t d t i t

0

10On a diet and trying to lose weight


Importance of limiting food ingredients5.5

4.5

5 Fat

Salt

4

4.5

Sugar

Sugar substitutes

3.5

Carbohydrates

31985 1987 1989 1991 1994 1996 1998 2000 2002 2004 2006 2007

Q f f


Q. …For each one, I would like you to tell me how important you feel it is to limit the amount of that ingredient that you eat in order to maintain health…What number would you say indicates how important or unimportant it is for good health to limit…? (6 = very important to limit; 1 = not at all important)

Fat versus sugar5.5

Fat

1996 /98 Low carbohydrate Diets (The

4.5

5Fat(

Zone, Sugar Busters)

1985 – 1996 Low fat focus in dietary guidelines, diets, media, low fat products

4

4.5

Sugar

3.5

31985 1987 1989 1991 1994 1996 1998 2000 2002 2004 2006 2007

Q f f


Q. …For each one, I would like you to tell me how important you feel it is to limit the amount of that ingredient that you eat in order to maintain health…What number would you say indicates how important or unimportant it is for good health to limit…? (6 = very important to limit; 1 = not at all important)

Overall attitudes to sugar60

40

50 Not good for you but no harm in moderation

30

Good in moderation

20

Bad for you and should avoid

0

10

should avoid


0

Obesity, calories and weight

70

80

Canadians eat too much sugar

60

70 sugar

Sugar provides empty calories

40

50

Too much sugar can cause diabetes

20

30

Sugar causes obesity

0

10

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

I am concerned about sugar causing my children to put on too


children to put on too much weight

Sugar, fat, calories and labelling

40

45

30

35

Foods labelled ‘no added sugar’ are better for you

20

25 It’s more important to look for labels about fat than labels about sugar

10

15

g

Sugar has half the calories of fat

0

5

7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7

calories of fat


1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

Sugar knowledge

60

40

50

Sugar is an natural product

30 Sugar is a carbohydrate

20

Sugar is a good

0

10 source of energy


Canadian Sugar Institute Strategy

MISSIONAdvocate for a healthy sugar industryAdvocate for a healthy sugar industry

International Trade Advocacy Nutrition Advocacy and Communications

Influence Government and other Stakeholders Inform and Educate Consumers

Proactive Advocacy Informed Opinion Leaders


Leaders

Nutrition Communications Objectives

Government Opinion Leaders and MediaGovernment• Limited use and strict criteria

to control use of negative

Opinion Leaders and Media• Target widely held myths

about sugar as education goals and position in thesugar claims

• Federal and provincial guidelines and materials do

goals and position in the context of healthy eating and general health/ lifestyle issuesg

not advocate reduced sugar consumption

• Federal guidelines permit use

issues• Develop target group specific

messages that are positive unbranded and• Federal guidelines permit use

of "natural” to promote sugar

positive, unbranded and reinforce moderation

• Develop target group specific programs and materials


programs and materials

Nutrition Communications Strategy

#1 CREDIBILITYPosition and increase awareness of CSI as a credible

information leader on sugar and health.information leader on sugar and health.• Staff credentials

• Scientific InformationScientific Information

• Sugar in context of all “sugars” and carbohydrate

• Academic Advisors• Academic Advisors


Nutrition Communications Strategy

• Position and increase awareness of CSI as a credible information leader on sugar and health

• Maximize use of partnerships and buildMaximize use of partnerships and build strategic alliances

• Maximize use of third party support and• Maximize use of third party support and spokespersons


Key Tactics

• Scientific Advisory Committee• Professional memberships and committeesp• Research projects• Students

b i il b d b d• Website, email broadcast, button ads• Conferences• Publications mass mailingsPublications mass mailings• Media monitoring and outreach• Food industry liaison and collaboration• Monitor and influence government policy/regulations:

– guidelines, claims, labelling– collaborate with scientific advisors opinion leaders


– collaborate with scientific advisors, opinion leaders

Key Tactics

• Scientific Advisory Committee

f l b h d• Professional memberships and committees

• Research projects– Sugar consumption – Statistics Canada

– Sugar cubes and hypoglycemia treatmentg yp g y

– In‐depth analysis of Sugar Tracking Study

• StudentsStudents


Website, button ads for professionals


Email broadcast


Conferences/sponsorship


Publications/mass mailings


Key Tactics

• Media monitoring and outreach

d d l d ll b• Food industry liaison and collaboration

• Monitor and influence government policy/ regulations:– guidelines, claims, labelling

– collaborate with scientific advisors, opinion leaders


Monitor and influence government policy

On January 1 2003 Health Canada published amendments to the Food and Drug Regulations regarding nutrition

2003: New Criteria for the Nutrient Content Claim "No Added Sugars“

1. the food contains no added sugars and no ingredients containing added sugars or ingredients that contain sugars that functionally substitute for added sugars;On January 1, 2003, Health Canada published amendments to the Food and Drug Regulations regarding nutrition

labelling, nutrient content claims and diet‐related health claims. Manufacturers, importers and other responsible parties had until December 12, 2005 (or for small manufacturers until December 12, 2007) to comply with the new regulations. The Food and Drugs Act and Regulations apply to all foods sold in Canada, as well as to food advertising. The amended regulations include specific compositional and labelling criteria for a restricted list of permitted nutrient content and health claims, including the “no added sugars” claim.The compositional criteria a food must meet in order to carry the "no added sugars" claim are:

ingredients that contain sugars that functionally substitute for added sugars;

2. the sugars content is not increased through some other means except if the functional effect is not to increase the sugars content of the food; and

3. the similar reference food contains added sugars.The compositional criteria a food must meet in order to carry the no added sugars claim are:1) the food contains no added sugars1 and no ingredients containing added sugars or ingredients that contain sugars that functionally substitute for added sugars2;2) the sugars content is not increased through some other means except if the functional effect is not to increase the sugars content of the food; and3) the similar reference food contains added sugars.

3. the similar reference food contains added sugars.

As stated in the Regulatory Impact Analysis Statement that accompanied the amendments to the Food and Drug Regulations published in January 2003 in Canada Gazette Part II, one objective of the amendments is to ensure that nutrient content ) g

As stated in the Regulatory Impact Analysis Statement that accompanied the amendments to the Food and Drug Regulations published in January 2003 in Canada Gazette Part II, one objective of the amendments is to ensure that nutrient content claims are not deceptive. The “no added sugar” claim was frequently identified by consumers as deceptive prior to these amendments. The purpose of this claim is not to distinguish between “natural” and “refined” sugars since from a nutritional point of view “sugars” include all mono and disaccharides whether or not

claims are not deceptive. The “no added sugar” claim was frequently identified by consumers as deceptive prior to these amendments. The purpose of this claim is not to distinguish between “natural” and “refined” sugars since, from a nutritional point of view, “sugars” include all mono and disaccharides whether or not they have beenrefined sugars since, from a nutritional point of view, sugars include all mono and disaccharides whether or not

they have been extracted from cane or provided by fruit juices. The regulation is specifically worded to address cases such as those where cane sugar is replaced by concentrated fruit juice. This claim is of particular interest to people with diabetes who have to monitor sugar intake. A deceptive claim could have health implications.

view, sugars include all mono and disaccharides whether or not they have been extracted from cane or provided by fruit juices. The regulation is specifically worded to address cases such as those where cane sugar is replaced by concentrated fruit juice. This claim is of particular interest to people with diabetes who have to monitor sugar i k A d i l i ld h h l h i li i


intake. A deceptive claim could have health implications.

Monitor and influence government policy

Sugar Claims Pre - 2005 2005 onwardssugar-free < 0.25% available carbohydrate

free of energy< 0.5 g sugars per reference amount free of energy

(< 1cal/100 g). (< 5 cal per reference amount).

reduced in sugar > 25% less sugars and> 5 g less sugars/servingno increase in energy.

> 25% less sugars and> 5 g less sugars/reference amount.

no added sugar no added sucrose but may contain no added sugars no ingredientsno added sugar no added sucrose, but may contain other sugars (honey, molasses, fruit juice, fructose, glucose). If other sugars, must state “sweetened with...”

no added sugars, no ingredients containing added sugars or ingredients that contain sugars that substitute for added sugars.

unsweetened Contains no added sucrose or other Meets requirements for “no added sugar” d t i tsugars. and contains no sweeteners.

lightlow in sugar

< 2 g sugars/serving; < 10% sugars on a dry basis.

Not permitted

low carbohydrate < 2 g available carbohydrate/serving; <10% available carbohydrate

Not permitted10% available carbohydrate.

carbohydrate-reduced Only for foods for special dietary use; <50% available carbohydrate normally in that food when not carbohydrate-reduced. No increase in energy.

Not permitted


source of complex carbohydrate

> 10 g starch/serving. Not permitted

Discretionary Fortification CANADA

Review of Canadian policy started in 1998 …

2002 Consultation ‐ Options• Excludes foods containing defined amount of nutrients or substances

with known risk to health. i.e. excludes foods containing >2 g saturated and trans fat; sodium >480 mg; alcohol>0.5%

• Excludes foods that are not consistent with healthy eating recommendations (excludes sugary foods such as candies and cookie) i e excludes foods above and those with <10%cookie). i.e. excludes foods above and those with <10% recommended nutrient intake for at least one nutrient

• Excludes certain standardized staple foods. i.e. flours, breads, pastas, rice, milk, margarine, and may stand alone or , , p , , , g , yapplied in combination with the above two options

• Excludes water and zero calorie beverages and may be applied in combination with all above options


Discretionary Fortification CANADA

Proposed new policy 2005

Certain standardized and staple foods which are pervasive in the food supply ld b l d d f l d di i f ifi i d iwould be excluded from regulated discretionary fortification to guard against

excessive nutrient intakes. Examples include flour, bread, pasta, rice, milk, butter, sugar, and salt. (Note, some of the foods are already fortified under specific regulatory requirements ) Fresh fruits andare already fortified under specific regulatory requirements.) Fresh fruits and vegetables, eggs, nuts, fresh meat, fish, and poultry, would also be excluded from regulated discretionary fortification because these foods already are good sources of one or more nutrients naturally occurring. Research also


shows that consumers want a choice of unfortified foods, including those that are already healthy.

Protecting What We’ve Earned ‐ NATURAL


How do we measure success?

• Information service monitoring/measurement• Government policy – moderate throughGovernment policy moderate through collaboration/education/crisis prevention

• Labelling claims – fewer negative claims and more lrestrictions on claims

• Media requests/interviewsH lth f i l d l t i ti• Health professional and voluntary organization policies and programs neutral (or less negative) to sugarg

• CSI consulted more frequently as the information leader on sugar and health


How do we measure success?

• Information service monitoring/measurement• Government policy – moderate throughGovernment policy moderate through collaboration/education/crisis prevention

• Labelling claims – fewer negative claims and more lrestrictions on claims

• Media requests/interviewsH lth f i l d l t i ti• Health professional and voluntary organization policies and programs neutral (or less negative) to sugarg

• CSI consulted more frequently as the information leader on sugar and health


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Mem Brief Csi