During the recent curious incident of the cheese sandwich, it was reported that parts of the cheese industry were pitched against the Food Standards Agency (FSA). Was it Miss Scarlett with a cheese knife in the FSA's library, or was it Colonel Mustard with a milk churn in the dairy who caused the mayhem?
According to press misinformation, the FSA was victimising the cheese sandwich for providing too much saturated fat, which contributes to coronary heart disease incidence. The FSA was criticised for not recognising the nutritional benefits cheese contributes to a healthy diet.
The FSA claimed it was only reporting results of a consumer survey, not future policy. The survey, commissioned by FSA, also revealed consumer preference for shock tactics as a way of "encouraging" people to cut saturated fat consumption. Perhaps the distinction between the survey results and FSA policy was made insufficiently clear by the FSA. It would not be the first time that had happened. And confusion provides a wonderful opportunity for the press to dramatise the situation.
Fortunately the FSA has since clarified that it does not intend to apply the equivalent of a skull and crossbones to the ploughman's lunch, beloved of true-blooded English people in pubs nationwide. It's not the FSA's policy to "demonise" specific foods, it says. But it is duty-bound to inform the public, and raise awareness of which foods (including cheese), contribute saturated fat to the diet. However, shock tactics in the FSA's experience normally don't work.
For these reasons the FSA would rather collaborate with relevant food sectors to explore reducing saturated fat consumption in general and informing consumers in ways acceptable to itself and industry.
From the dairy industry's point of view, warning messages should be accompanied by information about the important nutritional advantages of dairy products. This would not be inconsistent with the FSA's existing policy to emphasise such benefits in their current advice on what constitutes a healthy diet.
What's needed is a way of bringing the two messages together. Consumers could then make informed choices. If they like cheese, they may choose it over other saturated fat sources with fewer nutritional attributes. Or they may select lower fat varieties of traditional dairy products, to stay within the FSA target of on average 11% food energy intake.
Clare Cheneyis director general at the Provision Trade Federation