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15 November 2006
New campaign on ‘Superfoods’
Safefood last week launched a new campaign designed to raise awareness of the benefits of eating everyday foods.
The ‘Superfoods’ campaign focused on encouraging people to eat leaner meat, and increase their intake of fruit, vegetables and whole grains, foods which all had super nutritional properties but often got overlooked.
Poor diets that are low in fibre, fruit and vegetables and high in salt, fat and saturated fat contribute to diseases such as stroke, cancer, heart disease and obesity and about one in three deaths in the Republic of Ireland are caused by these diseases (CSO, 2004). The changes suggested by safefood are designed to help people address the quality of their own diets, and impact positively on their health in the long-term. ‘Superfoods’ such as lean meat, whole grains, fruit and vegetables are lower in calories and fat than many foods and contain essential vitamins and minerals which can help control cholesterol and blood pressure and may also help combat obesity.
Dr. Cliodhna Foley Nolan, Director of Public Health, safefood said: ‘Superfoods are regular foods with special nutritional properties, foods which we should try to eat more of. For example, trimmed lean red meat is much lower in salt and fat than processed meat, and fruit and vegetables offer a huge number of benefits, from antioxidants to fibre. Our recommended changes are small, but if adopted, could have a big impact on health, over time.”
On the island of Ireland, salt and saturated fat intakes are higher than the recommended intake for heart health. A significant proportion of these come from meat, so switching to leaner meats could also have a positive impact on health. The safefood ‘Superfoods’ campaign comprises innovative advertisements, using quirky voiceovers creating personalities for a banana, lean meat, pea and wholegrain bread. The characters’ personalities are at odds with their appearance and explain in a humorous and engaging way, the benefits of including ‘Superfoods’ in a daily diet.
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