21 August 2009

Imagine you're standing in a supermarket looking at the nutritional labels of two similar food products, pondering which one to choose. You want to make the healthy choice but, as usual, you're in a hurry. A growing number of supermarkets and food manufacturers are following the advice of the Foods Standards Agency (F.S.A.) and using traffic light colours on the labels of products to help make your decision easier. The F.S.A. advise that products with a red light on the front of the pack indicates the food is high in something we should be trying to cut down on. It's fine to have that food occasionally, or as a treat, but the advice is to keep an eye on how often you choose these foods, or try eating them in smaller amounts. If you see amber, you know the food isn't high or low in the nutrient, so this is an OK choice most of the time. Whereas green means the food is low in that nutrient, such as fat. The more green lights, the healthier the food choice.

So the aim of traffic light colours on food labels is to make it easier for you to compare products at-a-glance, but as food consumers, do we find the traffic lights food labeling initiative helpful or confusing? As part of the Queen’s University Belfast MSc programme in Communication (taught at Loughry Campus, CAFRE, in Cookstown and awarded by Queen’s University Belfast) students undertake a research thesis and recent part-time graduate Ellen McNally (Lurgan) decided to investigate consumers’ perceptions of the new Traffic Lights food labeling initiative. She interviewed consumers and held focus group discussions with Food Industry representatives. Ellen’s research results make interesting reading – her study suggested that consumers prefer one simple nutritional information panel which serves the needs of both the food industry and consumer. In addition, if the traffic lights label is displayed on the packaging, she recommends that there should be no other nutritional claims which to distract or even mislead the consumer, such as “low fat” or “healthy choice”. Ellen’s research study was highly commended by the External Examiner and she was given the “green light” to graduate at the Queen’s University Summer Graduation.

The Postgraduate Communication course is a Queen’s University Belfast course, delivered at Loughry Campus, Cookstown, with options available in Training & Development for Rural Business and Strategic Management for Rural Business. It is available on a full and part-time basis and although the course is designed to increase the skills and competencies of those working in or seeking a career in the agri-food and rural business sectors, it is open to all students as communication skills are transferable to any job.

For more information freephone 0800 0284291. Better still, why not come along to our Open Evening on Thursday 27 August between 3 pm and 8 pm to see the facilities and meet the staff.

Pictured is Ellen McNally (Lurgan) at Summer Graduation 2009, Queen’s University Belfast