8700 REASONS TO CHANGE THE WAY YOU THINK ABOUT FAST FOOD

'I'd like a heart attack with extra pickles, a side of diabetes and a super-sized tumour, to go.’ While this may be a drastic comment it is not too far from the truth. The latest global survey by medical insurer BUPA found that sixty per cent of Australians are overweight or obese but only thirty per cent realize they are (McCluskey, 2012). Obesity, along with other dietary related diseases such as heart disease and diabetes are on the uprise due to the increase in fast food consumption. This essay outlines the current status concerning the health and well being of Australians, the kilojoule policy that has been introduced into fast food outlets and whether the 8700kj policy will impact on the decisions Australians make in regards to fast food.

The Australian government has been providing nutrition advice for more than 75 years (Australian Government, 2011). In the past two decades the National Health and Medical Research Council has developed and disseminated guidelines providing dietary advice for Australians. The Dietary Guidelines for all Australians seek to promote the potential benefits of healthy eating, not only to reduce the risk of diet-related diseases but also to improve the community’s health and wellbeing (Australian Government, 2011). Although the Government has provided the public with these guidelines, Australia’s health still continues to decline. A national survey shows that diabetes is now three times as common as it was 20 years ago, with over 800,000 of today’s society being diagnosed with the disease. As identified by the Australian Government this is due to low levels of exercise and especially the increase in individuals becoming overweight and obese (Australia’s Health Report, 2010). It was also found that in 2010-11 about half of adults consumed 2 serves of fruit when the recommended number is 2-5. For vegetables, fewer than one in ten ate 5 serves when the recommended number is 5-7 (Australian Health Report, 2010). A national children’s survey in 2010 shows that only 1% of children aged between 14-16 met the fruit recommendations if fruit juice was counted (Australia’s Health Report, 2010). These statistics are appalling. If people continue to consume and to live without variety in their diets the nations health will continue to decrease dramatically.

Due to the increase of fast food consumption the most commonly used medicines used in Australia in 2010-11 were for reducing blood cholesterol, lowering stomach acid and lowering blood pressure. The New South Wales Government has launched a campaign to help consumers make the most of mandatory kilojoule labelling on fast food menu boards. From the 1 of February 2011, all major fast food chains including the likes of Subway, Bakers Delight, KFC, Red Roster and McDonalds, must display the kilojoule counts of their food with the same prominence as the price. For instance Hungry Jack’s ‘Ultimate Double Whopper has been deemed the unhealthiest single menu option in a major Australian fast food outlet. With 80 grams of fat, 2.3 grams of sodium and 5085 kilojoules, the burger accounts for nearly sixty per cent of an adults recommended daily kilojoule intake (McCluskey, 2012). This “in-your-face” information is designed to make consumers take stock of what they, and their children are eating (Foodwatch, 2011).

US studies have shown that parents order healthier meals for their children when the kilojoule count of a food is displayed – although their own eating habits remain unchanged. Local survey results found that 86% of adolescents didn’t take notice of the new kilojoule policy. While the other 14% agreed that the kilojoule policy allows individuals to opt for the healthier choice. It’s not only the McDonalds, Pizza Huts, Eagle Boys and KFCs that have to comply. Any food outlet that has 20 or more outlets in NSW, or 50 or more nationwide, will have to display the average adult daily energy intake of 8700kj plus the kilojoule content of their foods. In order for this initiative to work and the general public to take notice the government has suggested incorporating ‘the traffic light system’. This system allows individuals to see the level of fat, sugar and sodium in the food they are purchasing. It would also be beneficial to the health and well being of all Australians to broaden the range of products the 8700 kilojoule policy and the traffic light system cover. This would allow people to stop and take notice of what they are eating outside the fast food industry. The New South Wales Heart Foundation supports the initiative but will lobby for the outlets to display the quantities of saturated fat (Foodwatch, 2011).

Although the New South Wales Heart Foundation and State government welcomes the inclusion of healthy options by many fast food chains, a recent Griffith University survey of the lunch choices of over 1000 Subway and McDonald’s customers showed that less than three out of every hundred bought a Ticket Approved or ‘six grams of fat or less’ item from the menu (Foodwatch, 2011). A number of survey respondents stated, “Lets face it, not many of us go to a fast food outlet for a salad.” When a customer adds chips and a soft drink to something like the Ultimate Double Whopper, they are consuming a day’s worth of kilojoules in one meal. The average Australia should consume 8700 kilojoules of food and drink each day, yet only 5 percent of people are aware of how many kilojoules they should be consuming. If Australians continue to consume these meals it will have detrimental effects on their overall health and wellbeing. A diet high in saturated fat can lead to type 2 diabetes, high blood pressure, high cholesterol and ultimately heart disease. When customers have this attitude towards what they are consuming there is little surprise that Type 2 diabetes is predicted to become the leading cause of disease burden by 2023 (Australia’s Health Report, 2012). Individuals are neglecting their bodies of vital nutrients that are needed to maintain a healthy wellbeing. It becomes impossible for people to read between the numbers when there is no nutritional information to back it up. It is a safe bet that the general public needs better information about the fast food they are purchasing in order to maintain a healthy wellbeing (Foodwatch, 2011).

8700kj campaign ambassador and nutritionist, Dr Joanna McMillan said the 8700kj concept is unique and arms consumers with the tools to take responsibility for their eating habits. “Knowing the number of kilojoules in each food and beverage item before you buy makes an enormous difference in the decision making process,” one surveyed individual said. Food Authority Chief Scientist, Dr Lisa Szabo said that research indicates consumers want to be able to make smart food decisions despite fast and snack food consumption being on the rise and patronage at ready-to-go food outlets doubling in the past 10 years (Foodwatch, 2011). Although people within the 8700kj campaign understand kilojoules, there is some confusion as to what kilojoules actually measure and how are they similar to calories. Australians who regularly purchase convenience foods tend to choose the same meals each time and the majority don't know or don't care what the kilojoule content is of the meals they are consuming. This was evident in the recent survey responses. All customers stated that they consistently purchase the same meals. One individual stated “I purchase the Grand Angus with large chips and a soft drink every time. I love this meal because it is cheap, and big.” The consumer also said “I don't care if its bad for me I only have it three times a week.” (Appendix 2) The Grand Angus contains 2630 kilojoules, 30 percent. Statements like these reinforce that consumers have little understanding of the 8700 kilojoule policy and how it affects them personally. The calorie/kilojoule conundrum will continue unless the government informs Australians on the difference between the two and how they are measured. But marketers and the Australian food marketing industry really has nowhere to hide – there’s no logical reason to talk in calories when everyone else is talking in kilojoules, as the revised food menus make patently clear. An option would be to discourage the use of the word calorie in all relevant marketing material and packaging in Australia, ensuring the 8700 kilojoule policy is used instead. However, the government needs to push food labeling such as the traffic light approach, which has proven to be more effective at providing consumers with at-a-glance nutritional information, which helps all Australians to make healthy decisions, than the fast food industries 8700 kilojoule policy.

Although the responses from a number of the local community were negative, the kilojoule counts gets consumers thinking and talking about fast food. “It's loaded with too many kilojoules, as well as too much saturated fats, trans fat and salt and its served in super-sized portions” one customer observed and subsequently left the restaurant (Appendix 3). It also allows consumers to compare and contrast the menu offerings easily. One can quickly run their eye over the kilojoules on a menu board and note what’s high and what’s low. For example, one can see that large fries have almost double the kilojoules of small fries (1900kj – 1070kj) therefore customers can choose to opt for the small bag. It may also help to scale down to a single burger instead of a double burger with extra cheese or a hash brown. Not only does it encourage people to make a healthy choice but also provides a long-term solution that will benefit the health and wellbeing of individuals and their families. It is a first for Australian consumers, and NSW is leading the way when it comes to ensuring the public have the right information at their fingertips to make more educated decisions about their kilojoule intake. The NSW Government has found there is a strong desire to make informed eating decisions until now Australians haven’t had the tools to do so. The 8700kj campaign is about providing these tools for people to make balanced decisions about food without telling them what to eat.