Planning for health:

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Planning for health Generation, regeneration
and food in Sandwell Birmingham
University, 26th April 2007 Angela Blair, Joint
Policy Unit, Sandwell UK
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Urban environment, Quality of Life and
Well-being
Food environment, Quality of Life and
Well-being
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1. Whose responsibilty is food access? 2.
Why do community food projects exist? 3. Why
has there been a geographical restructuring of
food retail?

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Sandwell
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To meet nutritional guidelines most people need
to

• Double the amount of fruit and veg eaten
• Eat 1.5 times more bread, cereal and potato
  products
• Choose lower fat milk and dairy options
• Choose leaner/low fat meat, fish and alternatives
• Cut down on foods containing fat and sugar

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To meet physical activity guidelines most people
need to do 30 minutes of moderate activity 5
times a week and children need to do more I hour
every day (including weight bearing)

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• Food mapping
• Methods
• Policy into action

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Buy your 5 A Day here?
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Childrens food

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An increasing problem
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Childrens food in Sandwell
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About Sandwell

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• Health Action Zone
• Department of Health - Five a day
• Big Lottery - Healthy Living Network
• New Deal for Communities
• Childrens Fund
• Neighbourhood Renewal Fund
• PCT Mainstream workers
• What next? Local Area Agreements

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Planning a neighbourhood food system

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FIG
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Supply and demand

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Sandwell -moving from mapping to action
What children eat in Sandwell
Mapping
Findings
Culture, taste, beliefs opinions
Implications for Public health
Increase demand for healthier foods
Increase supply of healthier foods
Taking research into action
EATWELL
Food Businesses (Shops)
Food Interest Groups
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Eatwell in Sandwell

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People and food in Sandwell

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Local shops and fresh produce a
challenge

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Shop
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Shop
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Shop
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• Community Setting
• e.g. YMCA, CAP etc
• Links to Food Interest Groups
• therefore to schools, catering,
• weight control groups, growing
• procurement

• Eatwell Advisory
• Group
• Direction
• Linkages
• Incentives

Neighbourhood shops forming Local Shop Alliance

• Food Access
• Food Access Manager
• Fresh Produce Consultant
• Food Workers
• System development
• Shop selection
• Monitoring evaluation

• Cash and Carry
• Advice
• Information
• Promotion
• tasters

Business support Improvement grants
Local Shop Alliance system
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Local shops a conceptual map?
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Impact on sales and health

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Healthy Start Campaign
EATWELL Project Staff and ac Marketing
Merchandising In-store promotion (Staff support)
Promotional material, merchandising project
management
Selling in Influencers eg Trade Associations
Product training (Staff training - product
knowledge, motivation, distribute promotional
materials, monitor take-up)
Selling in Personal sales visits, Training,
promotional coordination, merchandising, trouble
shooting
Supplier (Cash and Carry)
Selling out (Public Relations) Mid-wives Health
Visitors Doctors Pharmacies
Target Market (Customers) (Mums to be and
mothers/single parents of the under 5s)
Distributor Outlets Food Retailers and outlets
Distribute Promotional and merchandising
materials
Vouchers and Promotional mailings
NHS Promotional materials, mailings, web site
Point of Sale materials
(Marketing Issues Healthy Start Campaign
Staddlestone Management Marketing - January
2007)
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Fruit and vegetable oases?

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Final thoughts and future work

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Contact details

• Dr Rosemary Kyle Angela Blair     
• Food Policy Adviser Food Access Manager
• Joint Policy Unit Joint Policy Unit
• Kingston House Kingston House
• 438 High Street 438 High Street
• West Bromwich West Bromwich
• B70 9LD B70 9LD
• T 0121 612 1630 T 0121 612 1450
• F 0121 612 1510 F 0121 612 1510
• E rosemary.kyle_at_sandwell-pct.nhs.uk E
  angela.blair_at_sandwell-pct.nhs.uk
• Sandwell Food Policy website
• W www.sandwellpartnership.co.uk