Agri-food industry called to step up: Quebecers need allies in the battle for
MONTREAL, Nov. 26, 2013 /CNW Telbec/ - Quebecers understand the steps needed
to improve their diets and have a tendency to follow through with various
actions. Nonetheless, they still face certain obstacles: a lack of will,
diligence, and the time needed to cook meals. They also understand that as
their best ally, the agri-food industry needs to do more to help them eat
healthier. This was the latest finding gleaned from a CROP survey carried out
for the Melior Program on the occasion of its second anniversary.
Quebecers take action toward healthy eating... and reward themselves!
Quebecers are increasingly aware of the impact that their diet has on their
health. According to the CROP survey, 95% of Quebecers recognize it important
to eat well even when they lack the diligence to do so, considering they
reward themselves with small snacks (cookies, chips, chocolate) almost every
day of the week! They also stay better informed with three-quarters of
Quebecers reading the ingredient and nutritional labels of the foods they
purchase and consume.
Consumers are no longer content to simply recognize the problem and are taking
concrete actions to improve their health through better diet. More than six
out of ten consumers are making efforts to limit their intake of ingredients
such as fat, sugar and salt, which are considered unhealthy based on current
consumption levels. Youri Rivest, CROP Vice-President, is not surprised by the
finding: "A growing number of Quebecers want to better manage their lives.
Eating better helps them feel that they are in control of their health."
Consumers demand help from companies in exchange for brand loyalty
Although certain inroads have been made, Quebecers feel they need help from
agri-food companies to build on this momentum. The survey reveals that 86% of
respondents believe that the industry is responsible for providing them with
healthy choices that help improve their health, such as products with reduced
salt, fat, and sugar. Additionally, the survey reveals that 53% of respondents
find it difficult to reduce food portions. This explains why nearly six out of
ten Quebecers want their favourite chocolate bar available in a smaller size.
Of these, 55% are even willing to pay proportionally more for a smaller size.
Furthermore, not only do Quebecers want companies to improve their products,
but they also want to be informed. In fact, 90% of consumers want to know if a
product has been improved in order to make a conscious decision for their
health. Moreover, nearly three-quarters (74%) of respondents would reward
companies that improve their existing products with greater brand loyalty.
"The survey results are very clear. People want to eat better, but they also
need the support of the food industry," explains Annick Van Campenhout, CEO of
the Council for Food Progress Initiatives (CFPI), the body that governs the
Melior Program. "Businesses have a role to play in improving public health and
they need to be a part of the solution. Melior is a tool that can accompany
them and add credibility to the process of improving their products," adds Ms.
Melior indicator: the numbers are in
After two years of existence, seven major players from the food industry have
joined the Melior Program: Pacini, Commensal & Cie, IGA, Nutrifrance, Compass
Group, Sélection du Pâtissier, and Fleury Michon. Every fall, in an effort
to ensure rigour, Melior publishes the results its Melior indicator, a
measurement tool that lets the public follow the progress of companies
committed to the program:
http://programmemelior.com/en/business/melior-indicator/. Click on a company
to see the percentage of commitments undertaken.
Companies that take part in the Melior Program are committed to improving
their food products.
To carry out the study, CROP contacted 1,000 Quebecers 18 years and over, via
online panel. The survey was conducted between October 22 and 25, 2013.
Results were weighted to reflect the distribution of the Quebec adult
population based on respondents' gender, age, region of residence, mother
tongue, and education level. Given the non-probabilistic nature of the sample,
calculation of the margin of error does not apply.
Melior comes from the Latin word meliorare, which means "to improve", and is a
Quebec initiative designed to stimulate advances in nutrition and improve the
overall quality of food products on the Quebec market. The program comprises a
charter of voluntary commitments for nutritional progress throughout the
agri-food industry. Inspired by a similar initiative in France, it is the
first program of its kind in North America and is designed to reflect local
This initiative is made possible with
Financial assistance and support from
Québec en Forme
For information and interviews Lina Bensaid firstname.lastname@example.org (514)
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