Which wholesaler in its right mind would refuse to stock Maltesers, Mr Kipling Cakes, Double Deckers, Boost, Time Out or any top-selling brand? Steve Parfett, MD of Stockport-based Parfetts Cash & Carry, has risked the wrath of some of the UK's biggest food manufacturers by declaring a war on trans fats. His action sends the message that the independent sector - previously the pragmatist of the grocery trade - is contesting the moral high ground, and championing the consumer's health above self-interest.
Yet on studying the implications of Parfett's threat to delist by the end of 2008 all products containing hydrogenated vegetable oils (HVOs), it would seem that this move is more about spin than any major stand-off with suppliers.
It is widely accepted that these hydrogenated vegetable oils are bad for you. So how many products could get caught up in any ban?
In response to all the bad press, the answer is, not many. Even Oliver Tickell, founder of TFX, the UK campaign against trans fats, admits the battle to get rid of them in foods in supermarkets and independents is all but won. "The biggest concern is food without labels such as those used in pubs, schools and hospitals," he says.
Only a few retail brands cause concern: certain Masterfoods and Cadbury brands still contain HVOs. But both have committed to addressing the issue, with Cadbury pledging to remove all HVOs by the end of this year while Masterfoods is working on a reformulation of Maltesers. Tickell's bigger concern is Mr Kipling. The brand was owned by RHM until the company was taken over by Premier Foods last month. It has so far not given any indication of changing. For his part Parfett admits there is an element of PR. Commenting on the mileage the big supermarkets have gained from campaigns to reduce levels of fat, salt and sugar, and their food labelling schemes, he argues: "Our sector has to be as vociferous as the multiples on these issues." However he insists that if brands do not make a move before his deadline he will keep his word and remove them.
The gesture has received a mixed response from fellow wholesalers. While not going so far as to endorse Parfett's stance, Booker chief executive Charles Wilson acknowledges that trans fats is a serious issue for independents.
"We have been quietly working with suppliers to reduce trans fats," he says. "We have already removed them from more than 50 of our own-label products. We are committed to reducing these in the catering and retail supply chain and we anticipate this will be completed during 2008."
Bestway C&C MD Younus Sheikh also warns that a confrontational approach could backfire. "As wholesalers we don't see our to dictate to anyone, whether that is suppliers about how they operate their business, or our customers," says Sheikh. "It would be commercial madness to do so."
Consumer demand will be the main driving force behind making foods healthier, Sheikh believes. "It would be a brave supplier to turn its nose up to the consumer and the current healthier approach. "Our view, of course, does not preclude us from discussing the subject with our suppliers and we like to do that in our own way, while ensuring that our relationship remains uppermost."
With manufacturers having already made big steps to improve recipes, by the end of 2008 the picture on trans fats is likely to be much rosier. There is still time for Maltesers and Mr Kipling to be saved from Parfett's threats yet.n
Letters p26
Yet on studying the implications of Parfett's threat to delist by the end of 2008 all products containing hydrogenated vegetable oils (HVOs), it would seem that this move is more about spin than any major stand-off with suppliers.
It is widely accepted that these hydrogenated vegetable oils are bad for you. So how many products could get caught up in any ban?
In response to all the bad press, the answer is, not many. Even Oliver Tickell, founder of TFX, the UK campaign against trans fats, admits the battle to get rid of them in foods in supermarkets and independents is all but won. "The biggest concern is food without labels such as those used in pubs, schools and hospitals," he says.
Only a few retail brands cause concern: certain Masterfoods and Cadbury brands still contain HVOs. But both have committed to addressing the issue, with Cadbury pledging to remove all HVOs by the end of this year while Masterfoods is working on a reformulation of Maltesers. Tickell's bigger concern is Mr Kipling. The brand was owned by RHM until the company was taken over by Premier Foods last month. It has so far not given any indication of changing. For his part Parfett admits there is an element of PR. Commenting on the mileage the big supermarkets have gained from campaigns to reduce levels of fat, salt and sugar, and their food labelling schemes, he argues: "Our sector has to be as vociferous as the multiples on these issues." However he insists that if brands do not make a move before his deadline he will keep his word and remove them.
The gesture has received a mixed response from fellow wholesalers. While not going so far as to endorse Parfett's stance, Booker chief executive Charles Wilson acknowledges that trans fats is a serious issue for independents.
"We have been quietly working with suppliers to reduce trans fats," he says. "We have already removed them from more than 50 of our own-label products. We are committed to reducing these in the catering and retail supply chain and we anticipate this will be completed during 2008."
Bestway C&C MD Younus Sheikh also warns that a confrontational approach could backfire. "As wholesalers we don't see our to dictate to anyone, whether that is suppliers about how they operate their business, or our customers," says Sheikh. "It would be commercial madness to do so."
Consumer demand will be the main driving force behind making foods healthier, Sheikh believes. "It would be a brave supplier to turn its nose up to the consumer and the current healthier approach. "Our view, of course, does not preclude us from discussing the subject with our suppliers and we like to do that in our own way, while ensuring that our relationship remains uppermost."
With manufacturers having already made big steps to improve recipes, by the end of 2008 the picture on trans fats is likely to be much rosier. There is still time for Maltesers and Mr Kipling to be saved from Parfett's threats yet.n
Letters p26
No comments yet