Matt O'Neill, Nutritionist , Part 2 - 'Nutrient rich revolution'.


Uploaded by Abaresoutlook2011 on 12.04.2011

Transcript:
But you've got to give them everything
they need to do it. You can't push them that way, you've got convince
them slowly, you've got to provide a compelling case. And I just want to use nuts
as an example because I work with nuts for life, we're involved in some of the programs
that I do, and I bang on about nuts all the time. Who loves nuts?
Who eats nuts? Ok lots and lots of hands in the room, your convinced from that. Macadamia
nuts. How much fats in Macadamia's? You know when they put the score up
in footy and they say look away if you don't wana know? Macadamias are 80%
fat. Wow the 1990s which was that fat phobic decade
and even dietary guidelines in Australia, we don't have a
fat food group. We'll get one next year or so, they'll put it back in cause we made
fat food group at the moment. We'll get one next year or so, they'll put it back in cause we made a mistake.
So nuts are making a come back because people are realising "Wow
I don't have to get to a low fat diet, healthy fats are important." Let me give you some
figures on nuts here. 5 reasons why, nuts can
work for weight loss. And who would have thought eating a fatty food would help
you lose fat. And that's starting to work.
So somethings you might think are a challenge for your food, your industry
if you work shop them enough, you run some ideas around, you see what consumers
really want, you are properly gong to come out with an stand out angle
that you can really really promote. So no. 1 nuts are hard to digest, because
whole, hard food. They are physically hard to digest and that means
your body has to work harder. So it's slightly increases metabolic rate.
Fat is not all absorbed. So you get fat malabsorbtion, and some of that goes straight
through. Not enough to notice, but enough maybe in combination with the digestion
to account for 10% of the energy lost. So here's
the proposition. If you love cashews. I love honey salted cashews. Can't eat too many of them.
If you line up ten cashews, your 10th cashew is like
a bonus free cashew, cause 10% of the energy
in the cashews are lost, and if you collect all those 10th cashews
you are going to essentially eat free cashews. Does that make sense?
No, no, no. I'm ripping you off I if tell you that. So it's a good reason to convince consumers
to eat them. They are high in protein, and the research is out again and again.
Even Kellogg’s Guardian cereal and 'Special K' is saying "High
protein to keep you full." So if you can tag your message onto
another message that's out there, then essentially Kellogg’s are doing the advertising for
nuts. They're nutrient rich, so they provent the meter flamation. And they
target appetite to reduce cravings. There is a hormone called
Galanin, and he sounds very evil. He is like Luke Skywalker's father,
you know he is really really bad, and at 3:30 in the afternoon he comes out
and he says. "I want fat!" And what happens if you
walking past the vending machine at that time? You get something from the vending machine
but if you've got your dose of nuts,
then you just have your nuts, and the fat in nuts keeps going at bay and makes that
really really happy. It's stories like that, that we have to work out and
weave around the food products. It's stories that consumers will like and they'll want
to share with them. So nuts is an example. There's 5 different angles on nuts.
It's only a case of working out what the angle is that you can share with your food.
What is the nutrient rock star in your food?
We heard about the plums, we heard about the pineapples and the Vitimin C.
Walnuts- Omega 3's. That's good for the eyes, that's good for the brain, it reduces depression.
Protein for appetite suppression, and so on here. So what's your nutrient
rock star in your food that you can really really highlight?
What are the colours there? The red colour the super red tomatoes that we just
saw. Is there a particular colour angle that you can go with? This is a chart I use in my
meterbolic jump start program. It goes up on the fridge at home. Mum's put it up.
And the kids look at it and say, I should eat that colour today.
So what I'm starting to work on now, what sort of supporting materials? What
sort of education? What sort of research will go with your food products? Cause
you can't just put something out there and say "Hey we've got 3x's the amount of Vitamin C!"
People go, "Yeah I know Vitamin C is good, it reduces colds, maybe."
But what's the story? What's the education that goes around it? And this is the architecture of
the communication and the messages. My hot tip for you is get something on the
fridge. And the easiest way to get something on your customer's fridge is to put
a fridge magnet on the back of something. Cause what happens when people get a fridge magnet
on the back of something? They put it on the fridge. They can't help themselves but
put it on the fridge. So that's a hot tip for you. So what is it about your
furit, your vegetable, your nut, your fungi
...that is special? And what can you work up that will pass
the test and go out there into production. This is the cold cabinet
at a service station in the UK. Now mind you there's 3x's the population
in the UK, but I walked past it and went, "Wow, as a dietitian
I'm trying to get people to eat more fruit, and look at that.
All this packaged fruit there." Roger said packaging is on 1 element of
where this phyto nutrient revolution is going to, so you might have a normal
food, that you just package differently thats in a way that really convienient
for consumers. And that's the design, and look at
iphone, the whole design issue has taken our consiousness these days.
But there is a check list that's got to go through. Is the food authentic?
Are people going to say, "Yeah, this is really healthy and it make sense." -They've just got go
"Yeah." Straight away, they've got to know your
health in mind, rather than your just trying to pump out a product there just for profits.
People don't like that. Is it natural? And I guess the filter to run through
there is, have we messed with nature? Have we messed with
nature? If you just ask yourself that, and you go, "No, we've just bred
different fruits over time and come up with 1 that's
better than the others, and then we've spiced them together and we've done that." That's a real natural message.
If you've done genetic modificiation and that, consumers don't like that. So
you've got to tell your story about how natural the food is, and is it relevant?
Will consumers eat this every day? Is it something they can put in their
lunch box? Or for their kids to go to school, or they'll keep it in their pockets.
I mean I have a saying it's. "Never leave home without a banana."
Which means every day I walk out, I take a banana with me, I put
it in my pocket and I have it there all day. So when I get hungry what happens?
I reach into my pocket and I've got a banana. As simple as that. So that's relevant isn't it?
Banana's are packaged really really nicely, but is it something that it will become
a habbit rather than just a fad? It is a habbit that consumers can use every
day? And can they share it? Would they make
a Youtube video about it? Would they put something on facebook to their friends?
And I think that's a good test too. Have you got a fruit, vegetable,
nut, fungi that is something people will want to share
and tell that story? I always use that test. Is it something people will share
at the dinner table. And to give you some examples of what we are doing at the moment
with nuts, the role of nuts and heart health. The role of nuts in weight
management are some consumer based research documents that have been
put together and I give them out in my seminars for health professionals and fitness professionals.
So once you've got your food, you've got your packaging, you got the angle
you know it's run through that test, then becomes the job of consuming.
So convincing consumers, and health professionals are really looking for
resources to pass on. I work in the fitness industry, those guys are passionate
about healthy eating and exercising naturally. But they share a lot, they share
with people that are un-fit. So for example when they learn in courses
they then want to go and pass on that information, and that's the space that I
work in. So there is a whole bunch of people, some of them quite fit and quite muscular
I know, but a whole bunch of people that want to share information and pass it on
to consumers. And they do that when the message is really really clear.
So if they know that blue berries are like nature's lollies
that they can replace instead of sweets, they then know that nuts
are nature's vitamin pills that they can have. They know that they can never leave home without
a banana, take a banana with you. Take a zip lock bag of nuts.
Little suggestions there and these things really help. And that's all your messages that are going
to make it sell. Another example is Nutrient Rich Fitness. That's an event
in the fitness industry. Sponsored by apple, avocado and banana industries.
That's in 1 month time, and we sold out for that cause it's
free. It's a free event too, a month ago. So we've got 200 fitness professionals
that are ready to come along and share that information. They just want to know
what is it about apples that is really healthy and new? They know an apple a day
keeps the doctor away. But what about that meter flamation? That's new information
what if I have an apple today? It reduces my waist line today
not keeps the doctor away in 10 years time. What is it
today? Avocado's you mean I get Vitamin E and healthy fats today
and then banana's potassium for sport's performance. So their message is
they will go on and share. People are ready to share. And I guess
the ultimate test, just to finish off is, can your food
be a fan food? And what I mean by a fan food is
this something people love to have and be associated with?
And if you look at this, banana's down on the left hand side -
13,365 people like this-Australian banana's.
And if you put a message up there in social media they share it straight away.
So the ultimate test is, will there be a facebook page for your food?
Don't put that out of the question, because it shares easy and it costs
a lot less. The money you spend on research and development you won't have
to spend on getting the message out. And the ultimate test is, will people have a
tattoo of your food on their shoulder? Like Harley Davidson
That's the ultimate test, even better than a facebook page, I'm not sure. I don't have any tattoos.
I'm waiting for your food to come along and inspire me, to actually put that tattoo
on. So my message to you it, join the revolution
put the energy, the resources and the effort into it and just know
that consumers, the health consious one's are ready to take up this information and
they are ready to share your message. And if you make your message compelling and remarkable
they'll share it with other's, they will bring them with them and will make a
dint in the nation's waist line. Thanks very much the ABARES Outlook, Horticulture
Australia, I appreciate being able to come along and speak to you today. Thanks so much.
(clapping)