from James Ensor, managing director, Strategic Vision, London
Sir; On the evidence of the Saturday Essay by Joanne Denney-Finch, chief executive of IGD last week, the government does not have a clue about how to induce the average Briton to switch to a healthier diet. That's because junk food is cheaper than good food.
That is why even in the south, two thirds of ordinary Britons, (shop and office workers, tradesmen etc) who lunch out, eat a second breakfast.
An even higher proportion of those who lunch at work, eat sandwiches.
In terms of fruit and vegetable intake, this large group of average Britons has one of lowest scores in Europe.
Government research will no doubt report they all want to eat more healthily, but any supermarket or fast food outlet manager knows better.
Government can only change habits when it applies penalties in an effective way, for instance with £80 fines for speeding motorists caught by the cameras.
It has never been good at persuasion look no further than the anti-smoking campaigns.It is asking a lot of the food industry or the supermarkets to expect them to take a lead. Many already offer healthier products organic, low salt, high fibre, low sugar, usually at a premium price.
Nobody seriously doubts that they would like to sell more. Texaco tried hard to sell apples to motorists, but all most wanted were crisps.
But change will be achieved, not through government committees, but by word of mouth and the popular press, particularly the popular women's press.
For very few of those eating their second bacon eggs and chips of the day have any more serious concern that they are harming themselves, than those with their second daily pack of cigarettes in the pub.
{{COMMENT & LETTERS }}
Sir; On the evidence of the Saturday Essay by Joanne Denney-Finch, chief executive of IGD last week, the government does not have a clue about how to induce the average Briton to switch to a healthier diet. That's because junk food is cheaper than good food.
That is why even in the south, two thirds of ordinary Britons, (shop and office workers, tradesmen etc) who lunch out, eat a second breakfast.
An even higher proportion of those who lunch at work, eat sandwiches.
In terms of fruit and vegetable intake, this large group of average Britons has one of lowest scores in Europe.
Government research will no doubt report they all want to eat more healthily, but any supermarket or fast food outlet manager knows better.
Government can only change habits when it applies penalties in an effective way, for instance with £80 fines for speeding motorists caught by the cameras.
It has never been good at persuasion look no further than the anti-smoking campaigns.It is asking a lot of the food industry or the supermarkets to expect them to take a lead. Many already offer healthier products organic, low salt, high fibre, low sugar, usually at a premium price.
Nobody seriously doubts that they would like to sell more. Texaco tried hard to sell apples to motorists, but all most wanted were crisps.
But change will be achieved, not through government committees, but by word of mouth and the popular press, particularly the popular women's press.
For very few of those eating their second bacon eggs and chips of the day have any more serious concern that they are harming themselves, than those with their second daily pack of cigarettes in the pub.
{{COMMENT & LETTERS }}
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