Shanthy Bowman, Ph.D.
U.S. Department of Agriculture
Agricultural Research Service
BHNRC/CNRG
10300 Baltimore Boulevard
Building 005, Room 125, BARC-West
Beltsville, MD 20705-2350

Kathryn McMurry, M.S.
Department of Health and Human Services
Office of Disease Prevention and Health Promotion
200 Independence Avenue, SW
Room 738-G
Washington, DC 20201

Re:     Report of the Dietary Guidelines Advisory Committee

Dear Dr. Bowman and Ms. McMurry:

The Food Marketing Institute (FMI) is pleased to submit the following information in response to the joint request of the Department of Health and Human Services (DHHS) and the U.S. Department of Agriculture (USDA) for comments on the Report of the Dietary Guidelines Advisory Committee. 65 Fed. Reg. 8333 (Feb. 18, 2000).

FMI is a non-profit association that conducts programs in research, education, industry relations and public affairs on behalf of its 1,500 members and their subsidiaries. Our membership includes food retailers and wholesalers, as well as their customers, in the United States and around the world. FMI¡¦s domestic member companies operate approximately 21,000 retail food stores with a combined annual sales volume of $220 billion, which accounts for more than half of all grocery sales in the United States. FMI¡¦s retail membership is composed of large multi-store chains, small regional firms, and independent supermarkets. Our international membership includes 200 members from 60 countries.

The consumer is at the heart of the grocery business. To assist the industry's understanding of shoppers, FMI has annually conducted research on consumer attitudes about the grocery store for more than 25 years. Trends in the United States: Consumer Attitudes and the Supermarket examines the importance of nutrition to grocery shoppers. Enclosed is a copy to provide the Committee with further information on consumers¡¦ perspectives on nutrition messages. Some of the study¡¦s key findings are summarized below:

  • Eighty-four percent of consumers feel that having nutrition information available is important when selecting a grocery store (p. 23).
  • A majority of shoppers (68%) feel that their diets could be somewhat or a lot healthier (p. 67).
  • While nutrition may be important to shoppers when they select foods, 92% of shoppers report that taste is their primary concern when selecting foods (p. 66).
  • Ninety-five percent of shoppers report making dietary changes (p. 65), 50% report concern about fat consumption (p. 64) and 71% of shoppers report eating fruits and vegetables to ensure a healthy diet (p.65).

    FMI's consumer research indicates that the public needs clear, concise messages about how to select foods that will comprise a healthy diet that consumers can enjoy. Research continues to show that consumers are confused and misinformed about what constitutes a healthful lifestyle. The Dietary Guidelines need to be promoted to help reduce confusion; consistency and positive messages are key.

    FMI currently uses the Dietary Guidelines as the basis for its nutrition programs, which are widely used by grocery stores and health professionals. Since many health professionals use the guideline statements verbatim as messages, FMI supports the Committee¡¦s recommendations to state the guidelines in a positive and actionable framework that avoids consumer disinterest and confusion. We also support the Committee¡¦s recommendation of framing the 10 guidelines around three basic messages.

    In 1996, FMI, along with several food industry organizations, health associations and federal government agencies, including DHHS and USDA, joined forces to develop effective, consumer-focused messages to convey the Dietary Guidelines. The goal of this diverse group was to develop and communicate consistent, action-oriented messages that consumers can apply to their lives to realize improved diets and health. ¡§It¡¦s All About You„§¡¨ touches on what motivates consumers, their individual needs and their life goals. The campaign provides a simple, actionable program¡V based on the Dietary Guidelines ¡V for consumers to focus on themselves and what they want out of life.

    FMI is also pleased to note the Committee¡¦s decision to include food safety messages in the Dietary Guidelines for the first time. Basic food safety tools must be used along all points of the farm-to-table system, including by consumers. Educating consumers about good food safety practices is essential to ensuring consumers¡¦ well-being. Promoting safe food handling messages is an important element of healthy living for all consumers.

    FMI, along with several food industry organizations, consumer groups and federal government agencies, including DHHS and USDA, joined forces in October of 1997 to launch a unique, nationwide food safety education campaign called Fight BAC!„§ The Fight BAC!„§ campaign focuses on four critical messages: clean, separate, cook and chill. FMI is pleased to see that the Fight BAC!„§ campaign and its messages are specifically cited in the Committee¡¦s report.

    We appreciate and support the Committee¡¦s efforts to ensure that the Dietary Guidelines will provide clear, straightforward guidance to consumers on the important issues of good nutrition and food safety practices. Thank you for the opportunity to submit these comments.

    Sincerely,

    Tim Hammonds
    President and CEO