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Interdisciplinary project aiming to revolutionise the eating culture in the UK
The Food Initiative is a cross-platform brand that amalgamates retail, preventive health, and entertainment into better sustainable eating for all.
Typically, there is a link between being wealthy and having access to better food, and yet the UK has the highest level of adult obesity in Europe even though it ranks 6th in GDP worldwide.
As Obesity has been found to increase risks from Covid-19, the issue has recently risen to the surface again but it is still hard to change your diet in the UK even if you want to or must do so. The Food Initiative wishing to bridge those gaps by introducing an innovative plan that will transform the way we eat in the UK.
the problem
the problem
The British common and loved food is mass produced and very affordable consisting of the traditional Sunday roast, sandwiches, crisps, beer, fish fingers etc. We tend to reach for quick and easy frozen ready meals and processed food that can be easily found. The Food Initiative's goal is to change these habits in order to benefit our health.
Getting sugar free or complex-carbs products, for instance, should be commonly found and affordable together with the veriety and quality of vegetable and cooking ingridiants.
Case study
Case study
The Food Initiative is based on the Finnish Case Study.
The North Karelia Project is a large community-based NCD (non-communicable disease) intervention, having the main objective to decrease the very high cardiovascular disease mortality in the province of North Karelia, Eastern Finland. They managed to reduce death from coronary diseases by 82% since the project initiated in the 70s. That is how powerful TV can be! How real change can be made by using this versatile medium.
interdiciplinary
interdiciplinary
The Food Initiative is harnessing the great British institutes under the goal of having healthier food in the UK for everyone; the BBC, a public television that its interest is to tackle the taxpayer issues, the NHS that care about the health of citizens and the financial strength to mass produce together with a wonderful local agriculture.
What is the food initiative?
What is the food initiative?
The Food Initiative is a cross-platform, not for profit brand, it will change lives by implementing a new paradigm that amalgamates retail, preventive health and entertainment into better sustainable eating for all. It will reuse the existing platforms mentioned above with the help of the regulator.
A Factual prime time TV show will be hosted by a loveable Medical Doctor and will introduce the topic of the week and will demonstrate a family who will gradually fit into the change that is suitable for their lifestyle, beliefs, and needs. Enjoying the versatile BBC platform, this parent show will be followed with other TV shows to support; One hour science/ political aspects of the week’s topic (Panorama like), Cooking show with the recipes this family has made, kids cooking show, follow ups and a cookery/panel programme (Saturday Kitchen like).
The Food Initiative is holistic and cannot stop at the screen; it must follow us into our shopping basket, kitchen and dinner table.
The public will be able to buy ingredients that will be marked with The Food Initiative’s Brand. A big supermarket chain will have a dedicated section for The Food Initiative in-store and online where you can easily find products that were discussed or mentioned on the TV shows.
Products that are meeting the standards of The Food Initiative as it is specified in the manifesto will be certified. If one of the supermarket chains will be able to re-formulate their white labeling products into better products that meet the criteria, an agreement can be formed and branded. As part of the agenda, cooking ingredients will be preferred over ready-made meals.
the.food.initiative@rehov.net | 0787 3902 364
the food initiative manifesto
the food initiative manifesto
The following principles are a first dab at creating a balanced healthy diet that will be further developed with the relevant professionals.
Eating in 2020 should be based on making educated decisions while eating seasonal and local produce with minimal consumption of processed food. The Paradigm should not be one solution for all, but deep knowledge of food; where it comes from, what is in it, how you make/grow it, how you cook it and what it does to your body. Understanding that every age or medical problem should be addressed with a different menu, while keeping sustainable food systems.
The following statements are based on Mediterranean diet:
🍏 Meals should be balanced (carbohydrates, protein, fibre, minerals and vitamins and fats) and cooked at home.
🍏 Making one big shop a week - managing shopping and food waste while planning your cooking and meals in advance.
🍏 Plant based fat is important and should be included in the diet while animal based fat should be reduced.
🍏 Complex carbohydrates are better.
🍏 Vegetables should be a significant part of the meal. Eating more uncooked vegetables and having Salad with every meal.
🍏 Protein should be mainly plant based. This is healthier and sustainable.
🍏 Diet should be varied and include Vegetables, fruits, whole grains, legumes, nuts, and seeds.
🍏 Drink water.
🍏 Exercise about three hours a week.
🍏 Celebrate food – cook and eat it with joy!
The benefits of such a diet are sustainable, affordable, promote social eating (cooking and eating together at home) while reducing different health conditions such as heart diseases and diabetes.
applications
applications
Here are some applications that can be created Under The Food Initiative brand:
🍏 The Food Initiative app – watch the shows, recipes, information about NHS dedicated hubs, approved products, weekly shopping list etc. Partnering with app like Whisk to make it as easy as possible to transform our diet.
🍏 Children’s games – smartphone and computer games to earn points to buy treats from The Food Initiative section in the supermarket, physical games across cities, treasure hunt, augmented reality-based games that will get them physically active while getting points. Planning a healthier birthday party etc.
🍏 School dinner award – have schools compete to get a reward for having the best school dinner. Enabling schools to earn The Food Initiative badge when adjusting to a new menu recommended by the initiative.
the.food.initiative@rehov.net | 0787 3902 364
food for thought
food for thought
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