Institute Bread & Health npo Instituut Brood & Gezondheid ... · information on bread and its impact on health in an independent way • To promote bread as part of a healthy diet,

Institute Bread & Health npoInstituut Brood & Gezondheid vzw

Institut Pain & Santé asbl

FEDIMA-AIBI SYMPOSIUMBrussels

April 2018

AGENDA

• Background

• General approach

• Roadmap

• Outputs

• Learnings & recommendations

Background

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…

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

- 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)

General approach

Our mission

“Re-position bread as versatile, tasteful and part of a healthy

diet.”

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!

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…

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

To whom?

1. Consumers

2. Professionals

Doctors, dieticians, specialists, health coaches, Food journalists, sports coaches, ..

3. Bakers

Roadmap

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

Roadmap1. 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.

Roadmap1. 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

Roadmap1. 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 www.brood.net

- Subcontracting: Belgian specialistsE.g. NUTRIFYZICS / NUTRIMEDES (health professionals)E.g. Independent nutritionists

- But also: - Much work done by employees from companies involved

ASBL/VZW

BOARD

(PRESIDENT & 2 MEMBERS)

Financing

➢ Membership fee

➢ Possibility: donations / sponsoring / service

fees

DAILY MANAGEMENT(1 PART-TIME SECRETARY–GENERAL)

2TECHNICAL COMMITTEES

(NUTRITION & MARKETING)

npo « Bread and Health »

- Coordinator (NBC), Specialists (communication

& marketing, legislation & nutrition), Academics

- Independent technical project execution

WORKING MEMBERS

(FEDERATIONS, SCIENTISTS…)ACCEDING MEMBERS

(PASSIVE)

- Third parties (Academics)

and Federations

- Content, strategy, finance,

budget, commitments, …

- Daily signatures, admin,

small payments ,

organisation meetings,

reporting, communication,…

Roadmap2. Building a stakeholders network

Who?

Scientists, academics, academical Institutions, Government, health workers, association of dieticians, food professionals, sportscoaches, 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

Roadmap3. 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

Roadmap4. Set up a Website

The information and communication platform about bread

www.painetsante.be

www.broodengezondheid.be

Content:

• Interesting

• Relevant

• Objective

• Validated !!

• News

• Background information

• Legislation

• Frequently Asked Questions

• Ask us

• Recipes

3. Website (structure)Homepage

Consument

Bread?

Bread & Health

Bread & Diet

Bread & Regulation

Bread inspiration

Professional

Bread?

Bread & Health

Bread & Diet

Bread & Regulation

Scientific publications

Roadmap5. Attracting visitors to the website

Database Newsletter

Mobile phone-compatible

Handing out

flyers about

us / website

during events

Interesting

information

=leads to

subscription

Recipes,

contest, …

Roadmap6. 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…

Roadmap7. 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

• …

Roadbook8. 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

• ….

OUTPUTS

Weekly update FB

• Budget ?

Infographics

TV screens in bakery shops…

Fact sheets

Fact Sheet

Flyers

‘Guide Du Pain’ for professionals & dieticians

Facts for consumers

Healthy recipes for consumers

https://www.youtube.com/watch?v=pLQVk3pt_jM

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)

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

• Thank you for your attention

• [email protected]