Michelle Berriedale-Johnson Editor - Foods Matter by hkx3mP08

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									   Free From
  an Overview
Michelle Berriedale-Johnson

   Editor - Foods Matter
                                            2000


Ad.s in Foods Matter June 2000 - small specialist brands
  only available in health food stores or pharmacies
         2008
 FreeFrom logos for own label
     ranges in the 4 major
supermarkets - December 2008




                                Roley’s being presented with the
                                   FAIR trophy for their gluten-
                                    free bread mix by Antony
                                   Worral Thompson at the first
                                  ever FreeFrom Food Awards
                                           in May 2008
Organic & Natural Business - December 2008
So what is going on here?
 Has the
   whole
   world
  suddenly
developed
   a food
 allergy?…
                  Medical Facts
• Despite 5 major reports in as many years, NHS food
  allergy/intolerance services remain very poor
• Because there are very few
  food allergy clinics
  (none north of Manchester or west of
  Bournemouth; 1 allergy specialist per
  2,000,000 of the population compared

  to 1 per 100,000 for cardiology)

  it is very hard to collect
  data so statistics are
  very limited…
     Estimates and guesstimates
• Serious food allergy:
      1-2% of the adult population
      5-10% of children
• Coeliacs:
      One in 70 of the general
      population?
• Food intolerance:
      Up to 45% of the general
      population?
• Lifestyle food ‘restricters’:
      Up to 20% of the population?
‘Serious’ or true food allergy
           • Can be to tiny amount of allergen
           • An immediate, immune system reaction
           • Contraction of air passages - can lead to
             asthma attack
           • Leakage of blood into small blood
             vessels causing local swelling
           • Dramatic drop in blood pressure
           • If not treated within 8-10 minutes can
             be fatal
           • Allergy is usually for life
           • 1-2% adults; 5-10% children
                  Coeliacs
• An autoimmune condition in which
  a protein fraction (gliadin) damages
  the small intestine
• Must avoid all gluten - eg wheat,
  barley & rye based products
• Lifelong condition
• Thought to be seriously under-
  diagnosed
• Gluten-free products can be on
  prescription
• Easy group to access through
  support groups, NHS, pharmacies
                Food intolerants
• Because of an underlying
  health problem they do feel ill
  when they eat certain foods
• Most need a relatively large
  amount of the allergen to
  trigger a reaction
• Reactions can be mild to
  serious
• Reactions may be delayed up to
  72 hours
• If their general health improves
  their tolerance/intolerance may
  also improve
Lifestyle ‘restricters’

        • People who do not have any
          specific health/dietary problem
          but who wish to live as healthily
          as possible.
        • They choose to avoid ingredients
          which they perceive as less
          healthy eg over refined/processed
          foods, foods with a high gluten
          content, excess sugar & salt, non-
          organic dairy products etc
So what is going on here?
Has the whole world developed a food
sensitivity - or…


…is there
 something
wrong with
our food?…
              The Soil
Intensive farming over the last 50 years
    has seriously depleted the mineral
  content of the soil and therefore of the
             food grown on it.
       Agricultural chemicals
Toxic chemicals used on
the land:
• Affect those working the
  land or living nearby
• Pollute water supplies
• Leave residues in our food
  Intensive rearing of animals -
        particularly cows
• To achieve ever increasing,
  year-round milk production
  cows are fed growth
  promoting hormones and
  prophylactic antibiotics
• 30% suffer mastitis, 25% are
  lame
• Milk is pasteurised to remove
  ‘bad’ bugs but pasteurisation
  also removes ‘good’ bugs
Food Processing

       • Ingredients are
             ‘de- and
         reconstructed’ in the
         factory
       • To include additives:
         –   Preservatives
         –   Humectants
         –   Stabilisers
         –   Emulsifiers
         –   Colourings
         –   Sweeteners
And what about the ingredients?
To increase profit
margins processed foods
often contain excessive
quantities of:
• Salt
• Sugar
• Fat
• Gluten
Not to blame it all on the food - what
  about environmental pollution?

Smoke from coal may
have gone but what
about:
• Road traffic
• Power stations
• Incinerators
• Nitrate contamination
of ground water
• Etc, etc, etc…
And indoor chemical pollution…
              • Insulation/draught proofing
              • Household cleaners
              • Fire retardant treatment on
                all new carpets and
                furnishing fabrics
              • MDF, furniture glues etc
              • Insecticides
              • Air fresheners
              • Personal care products
                 – Hair dye
                 – Cosmetics
                 – Perfumes
Garnier Belle Hair Color
                                                     There are thousands
106642 - Colorease Creme:
   Water, deceth-3, laureth-12, oleth-30, deceth-
                                                     of chemicals, many
   5, trideceth-2,carboxamide mea, ammonium
   hydrochloride, glycerin, oleic acid,                of them toxic, in
                                                           daily use
   hexadimethrine chloride, oleyl, alcohol,
   polyquaternium-22, 24-
   diaminophenoxethanol HCI, m-aminophenol,
   ascorbic acid, hydrobenzomorpholine,
   ethanol-amine, wheat germ oil,
   polyquaternium-24, ammonium thiolactate,          • They suppress the
   camellia kissi seed oil, jojoba seed oil, p-
   phenylenediamine, alpha-isomethyl ionone,           immune system making
   resorcinol, edta, citronellol, parfum.
                                                       it more vulnerable to
437047 - Developer milk:
   Water, hydrogen peroxide, cetearyl alcohol,
                                                       infection.
   sodium, sodium stannate, trideceth-2
   carboxamide mea, pentasodium pentetate,
   ceteareth-30, tetrasodium pyrophosphte,
   glycerin
                                                     • They over-activate the
471140 - Nutritive Creme bath:                         immune system causing
   Water, cetearyl alcohol, dimethicone, peg-          it to react to relatively
   150/stearyl alcohol/SMDI copolymer, PPG-1
   triceceth-6, polyquaternium-37, chlorhexidine       harmless substances.
   dihydrochloride, liquid paraffin, ethylparabed,
   butylphenyl methypropional, amyl cinnamal,
   parfum
Lifestyle
       We have become

       •   Unfit
       •   Heavy drinking
       •   Stressed out
       •   Heavy smoking
       •   Couch potatoes…
And finally - genetics

           • Allergy is a genetically
             transferable condition
             - so -
           • The genetic pool of
             those predisposed to
             suffer allergies in
             increasing daily
  The Market Opportunity
• A large group of
  gastronomically and
  digestively dysfunctional
  consumers
• How to maximise the
  opportunity this offers
• Understanding that the
  group may be large but it
  is not homogenous
‘Serious’ or true food allergy
           • Can be to tiny amount of allergen
           • An immediate, immune system reaction
           • Contraction of air passages - can lead to
             asthma attack
           • Leakage of blood into small blood
             vessels causing local swelling
           • Dramatic drop in blood pressure
           • If not treated within 8-10 minutes can
             be fatal
           • Allergy is usually for life
           • 1-2% adults; 5-10% children
           • Main concern - contamination
Danger Foods
  • Peanuts       • Celery/
  • Treenuts            celeriac
  • Milk/dairy    • Sesame
    products      • Mustard
  • Egg           • Sulphur
  • Fish &          dioxide &
    crustaceans     sulphites
  • Wheat &       • Lupin
    gluten
  • Soya          • Latex
Manufacturing downs - and ups!
•   Contamination risk
•   Really need dedicated freefrom facility
                                                • Small but
•   Sourcing reliably free-from ingredients
•   Testing
                                                  growing
    – Establishing safe levels                    market
    – Testing for safe levels                   • Incredibly
• Labelling                                       loyal market
    – Required to include all major allergens
    – Whether to flag and freefrom or not
    – May contain…
              Coeliacs
• Must avoid all gluten - eg wheat, barley
  & rye based products
• Lifelong condition
• Thought to be seriously under-diagnosed
• Gluten-free products can be on
  prescription
• Easy group to access through support
  groups, NHS, pharmacies etc
• Main concerns:
   – Contamination
   – Palatability
Manufacturing downs - and ups!
• Contamination risk           • Significant and
• Really need dedicated          growing market
  freefrom facility            • Loyal market
• Testing                      • Possibility of listing
  – Level now established at
    20ppm                        as prescription
• Labelling                      product
                               • Easy to access
                                 through NHS,
                                 pharmacies and
                                 support groups.
               Food intolerants
• Because of an underlying
  health problem they do feel ill
  when they eat certain foods
• Most need a relatively large
  amount of the allergen to
  trigger a reaction
• Reactions can be mild to
  serious
• Reactions may be delayed up to
  72 hours
• If their health improves their
  tolerance/intolerance may
  improve
• Main concern - variety
  and quality of food
The foods which cause most problems and
the conditions they most commonly affect
Dairy products                 Corn, soya, citrus fruits,
                                 nightshade family (tomato, potato,
•   Asthma                         aubergine, peppers)
•   Eczema                     All foods implicated in serious food
                                  allergy (peanut, nut, egg, fish etc)
•   Irritable bowel syndrome
•   ADHD/behavioural           •   Asthma
    problems                   •   Eczema
                               •   IBS/digestive problems
Gluten/wheat                   •   Mental health problems
•   Coeliac disease            •   Joint pains
•   Irritable bowel syndrome   •   Almost any other health
•   Joint pains                    problem!
•   Depression/behavioural
    problems
Manufacturing downs - and ups!
• Contamination risk less         • Growing and
  critical
                                    potentially very
• Dedicated facilities not
  essential although good           large market
  separation still essential to   • Loyal but pickier
  maintain ‘free-from’
  credibility
                                    and not as loyal as
• Testing                           the true food
• Labelling                         allergics
Lifestyle ‘restricters’
        • People who do not have any
          specific health/dietary problem
          but who wish to live as healthily
          as possible.
        • They choose to avoid ingredients
          which they perceive as less
          healthy eg over refined/processed
          foods, foods with a high gluten
          content, excess sugar & salt, non-
          organic dairy products etc
        • Main concern - health, and
          often environmental, profile of
          product
Manufacturing downs - and ups!
• Contamination risk not
  critical so dedicated facilities   • Growing and
  not essential                        potentially very
• Environmental profile                large market
  important:
   –   Organic
   –   Fairtrade
   –   Recyclable
   –   ‘Green’ manufacturing
   –   Good nutritional profile
   –   Minimum processing
Pitfalls…
    • Contamination issue -
      very hard to control on
      and off site
    • Fall out from
      contamination incident
      can be horrendous -
       – Death of customer
       – Legal responsibility if
         have failed in due
         diligence
       – Product recalls
       …and opportunities
• Access to new,           • Repositioning of many
  growing and loyal          naturally GF/DF products
  market                     (East Asian etc) as free-from
• With careful recipe      • Significant opportunities in
  development                supermarkets both for
  opportunities for wide     branded and own label
  range of ‘normal’          manufacture
  products also to be      • Significant opportunities for
  free-from                  smaller manufacturers
                             provided by the web
  What about food service?
• Most free-from development has
  been for retail
• So far, relatively few free-from
  food service manufacturers
• Larger chains have instituted
  own allergy protocols and
  training; worst problems in
  smaller establishments
• Problems particular to food
  service
   – Serious knowledge deficit
   – Labelling
   – Education of serving and kitchen
     staff
Food service free-from opportunities

 • Market wide open

 • Like vegetarians, free-
   from customers are
   valuable as they bring
   other non-free from
   customers in their
   wake
The plug…
For anyone thinking
of going into free-
from food service
manufacturing - the
essential tool…




   www.allergycateringmanual.com
And finally - the proof that
free-from has come of age!
FreeFrom Food Awards
         2008
 Bigger and
better in 2009
Michelle Berriedale-Johnson
      Editor - Foods Matter

   www.foodsmatter.com
    michelle@foodsmatter.com

        020 7722 2866

								
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