PUBLIC HEALTH, PRIVATE INSPECTORS AND FOOD SAFETY

Food safety issues are attracting world wide attention after the recent spate of serious food infections, even in products never thought to be vulnerable, experienced in western countries. Who could have considered a product like tomato or Jalapeno Pepper or Peanut Butter to be susceptible to Salmonella infection since these pathogens were reported only in fish and meat products earlier? What has gone wrong with the safety regime, touted as most advanced in the world, in the case of tainted peanut butter consignments manufactured by one of the largest processors in USA? Is there a lesson to be learned from these episodes or every thing is swept under the carpet till the next incidence occur. The new President of USA is reported to be planning a thorough overhaul of the present Food and Drug Administration (FDA) set up to infuse more confidence amongst the already scared consumers who had to endure a series of food contamination episodes recently with no clue regarding their origin or seriousness. Recalling a suspected product is fraught with economic and psychological implications which cannot be ignored easily.

As government inspectors get overburdened by the task of guarding food supply, it was found expedient to entrust the job to an array of private auditors under a policy of public-private partnership, placing high faith in the honesty and reliability of these private players. The Peanut Corporation of America plant at Atlanta where peanut products like chopped nuts, paste and butter were manufactured for use in reputed branded products like granola bar, ice cream etc was inspected by private inspectors in March 2008, before the contaminated shipments were dispatched and certified the food facilities of this company as "superior"!. Ironically the food inspectors, paid for by the company, were not even aware that peanut products could ever be affected by Salmonella infection. It was later found that the facilities were housed in dilapidated structures ravaged by Salmonella which cross infected the products made there. The company was shipping the products merrily for 9 months without the safety agencies becoming wiser about the danger posed by the consignments distributed which eventually resulted in 9 deaths and 22500 stricken by the infection. Even score of USDA Inspectors who visited these facilities routinely in connection with supply of peanut butter to the school lunch program being "monitored" by the agency, did not "see" any thing wrong there!

In 2007 a Californian company certified by private agencies as safe had to recall 193 million pounds of beef after an undercover video exposed the malpractices in the processing plant where workers used fork lifts to force sick cows into the slaughter house. The major reason for increased deployment of private inspectors is the cost of inspection to be incurred by the manufacturer. While an FDA inspector will cost $ 8000, same job is done by a private inspector for no more than $ 1000. There are more than 300 private companies employing thousands of personnel finding gainful business in the area of safety inspection of food processing plants in USA. Besides there are hundreds of individual consultants offering the same service. American institute of Baking (AIB International) based in Manhattan, Kansas is reported to have inspected more than 10000 food plants in 80 countries during the year 2008. What is intriguing is how an organization with specialization in baking can have the expertise to certify other plants making products which are not coming under the baking sector and according to some analysts, many plants certified by AIB had quality related problems later, affecting their credibility.

The Indian situation is some what different as there is no worth while inspection system in place under the regulatory regime run by different ministries at Delhi. In some areas like fruit and vegetable processing and meat and fish processing the licensing authorities do have the responsibility to check the plants but in practice such inspection is more conspicuous by its irregular nature. Unfortunately the country is relying more on product analysis mode to book those who make products not meeting with the standards while ignoring the manufacturing environment from where the products emanate. To add to the worry is the perfunctory nature of analysis which does not bring out many safety deficiencies in the products, especially in the microbiological, nutritional and toxicity areas as most of the public health labs have neither the qualified chemists nor the sophisticated instrumentation facilities to make any in-depth analysis of majority of products in the market. There are private agencies offering certification under ISO, HACCP and other quality related systems but their credibility is at a low level because of the ease with which such certification can be obtained in India.

Food Standards and Safety Authority (FSSA), the predominantly bureaucratic organization at Delhi, vested with the "authority" to protect country's food supply, unfortunately has no clue regarding the dimension of the safety problems faced by the Indian consumer who depends more on God to save him rather than the FSSA and its collaborators at the state level. Remarkable immunity of the Indian consumer, absence of product liability system that would have put some fear into the minds of the perpetrators of food adulteration, low value attached to human lives in general and chaotic and unreliable data management system help the government to claim that the country is 'free' from epidemics like Salmonella or Norovirus infections which are being increasingly reported from many developed countries.

V.H.POTTY
http://vhpotty.blogspot.com/

BEWARE OF NOROVIRUS-EATERIES TO BE ON VIGIL

Can you imagine any restaurant charging Rs 10000 for a meal and Rs 7000 for an 'a la carte' service in India? There is a restaurant in UK located in Berkshire which is normally deluged with customers for their mouth watering offerings. This restaurant was touted as the best eating place in the world in 2005. Unfortunately they got more publicity internationally for the food 'poisoning' episode in February 2009 when 529 customers became ill after consuming the food served by this eating joint. Though the management has the responsibility to ensure the safety of its customers, situations like this do develop unexpectedly is spite of a slew of precautions taken by such high end public eateries. Probably this could be a wake up call for the food service industry to be more alert to preempt such calamities affecting the unsuspecting customers who put complete trust on them to safeguard their health.

The Berkshire episode was attributed to transmission of viral infection from workers who were carrying them during handling of foods at the restaurant, though food poisoning was first suspected. Norovirus causes stomach flu or gastroenteritis, nausea, vomiting, diarrhea and stomach cramps, lasting for a couple of days. Detailed investigations revealed that six of the staff members and eight of the diners tested positive for Norovirus infection which is much less serious than food poisoning. Norovirus infection spreads through eating faecally contaminated foods, touching contaminated surfaces, putting hands in the mouth or direct contact with an infected person. It is a tribute to the management that they were able to get to the root of the problem, take remedial measures and reopen the restaurant in about two weeks' time.

Norovirus, an RNA virus, earlier known as Norwalk virus because of the first known outbreak occurring in Norwalk, Ohio, USA in 1968, accounts for almost 90% of epidemic non-bacterial gastroenteritis around the world, affecting people of all ages. Individuals with 'O' type blood are more vulnerable to Norovirus infection while 'B' and 'AB' types confer partial protection against symptomatic infection which generally occurs in closed communities like long term care facilities, hospitals, prisons, dormitories, cruise ships etc. Also known as stomach flu or winter vomiting disease, the biggest epidemic occurred in UK in 2007-08 when 3 million people were infected with Norovirus. Since it does not cause serious damage, unless the affected person has weak immune system, only around 300 deaths are reported world-wide, though about a million people cases are known to occur each year. According to WHO, the best precaution against spread of Norovirus infection is washing hands as frequently as possible so that the level of contamination is reduced continuously. Each infected person can transmit the disease to 14 people on an average. Since this virus particle has no lipid envelop, it is practically immune to action by alcohol and detergents, though chlorine based disinfectants are very effective against this vector.

Shell-fish and salad ingredients are most often implicated in Norovirus episodes. Fat Duck restaurant serves eccentric delicacies like snail porridge, salmon poached in licorice gel, scrambled egg and bacon on ice cream and investigation has not been able to find out which foods were responsible for transmitting the infection. Allowing infected workers with fever above 100 F, with minor noticeable symptoms, could have caused the foods served, to get infected and pass on the same to the customers. It is imperative that besides scrupulous hygiene parameters being maintained as a part of any safety regime, the food service industry must pay more attention to the health of the workers who handle food, through regular check up and close monitoring to prevent Norovirus and similar infection of the foods prepared and served that can cause serious consequences to their patrons and compromise seriously their own credibility.

V.H.POTTY
http://vhpotty.blogspot.com/

'SAMBAR'- THE MUCH MALIGNED NUTRIENT COCKTAIL!

Whoever has not heard of 'Sambar', the famous South Indian food accompaniment consumed with rice and other main dishes like Idli, Vada, Dosa, Poori and Chapathi. Till 5 decades ago this preparation was practically unknown to people in the North but the cosmopolitan transformation taking place over the past few years has made the description of people in terms of South, North, East or West lose its meaning and Sambar has become a symbol of national integration just like the 'Northern' Chapathi which has crept into the regular diets of South Indians. Why pick on Sambar and what is so special about it? There are strong reasons to pay tribute to this humble product with manifold contributions to the welfare of a significant segment of Indian population for centuries.

There was a time not too distant in the past that a particular community populating in Mylapore in Chennai, Tanjavur in Tamilnadu and Palghat in Kerala was identified closely with Sambar, Curd and freshly brewed coffee. Coincidentally this community also produced a large number of brilliant intellectuals that served well the cause of the Nation during colonial days as well as post-independent era. In Kerala school children often used to mock at those hailing from this community as 'Sambar Kudiyans', of course in a lighter vein, literally implying that they have the habit of drinking sambar every day! But who would have thought that this humble preparation would spread like a wild fire in the years to come? To day there are a number of variants of sambar prepared by different communities in different regions, though basically the ingredients are tur dal and spices like coriander, red chilli, fenugreek and cumin. There are Madras Sambar, Mysore Sambar, Udipi Sambar etc each one having its own characteristic flavor and taste using varying mix of ingredients with minor changes in the cooking mode.

The remarkable feature of sambar is that it is basically a gravy and almost all vegetables can be used singly or in combinations. Thus sambar preparations are made commonly with onion, potato, pumpkin, ash gourd, okra, colacasia root, spinach, brinjal, bitter gourd, beans, ridge gourd, bottle gourd, drumstick, cauli flower, cabbage, radish, knol kol, etc singly or in different combinations. While some use ground paste of grated coconut and spices and condiments for getting a better body and taste, others make sambar based on only tur dal and/or other dals. Sambar is also made without coconut or dals when a vegetable like brinjal, colacasia stems, okra, red spinach or beetroot is the choice and green chilli, asafoetida, tamarind and coriander leaves provide the typical flavor to these preparations. Nutritionally sambar provides vital proteins from the dal and/or coconut component with plenty of fiber, phytochemicals, vitamins and trace minerals coming from different vegetables and spices. A typical 200 gm serving of Sambar contains about 8-10 gm of proteins and depending on the vegetables used provide about 2-3 gm dietary fiber, 2-3 gm of minerals and other useful nutrients. Inclusion of ingredients like black pepper, turmeric, asafoetida, ginger, garlic, cinnamon, curry leaves, coriander leaves confers special advantages from the health perspectives and make sambar a truly versatile side preparation that can be termed the life-sustaining dietary component for many an Indian.

During nineteen fifties food scientists used to deride diets based on rice in southern parts of the country as 'poor' because polished rice can provide only starch as the major source of nutrient yielding the so called empty calories. But looking back one may not agree with such a conclusion because of the consumption of a variety of accompaniments, the leading one being sambar. Others like 'Kootu' in Tamilnadu, 'Majjike Huli' in Karnataka and 'Avial' in Kerala are similar accompaniments making the diet healthier than what it was thought to be. Development of macaroni type synthetic rice based on tapioca in fifties by CFTRI was aimed at enriching this carbohydrate rich food with proteins from vegetable sources like peanuts and coincidentally to overcome the shortage of rice during fifties, though the project was a disaster, seen from any angle due to its poor acceptability at the consumer end. The current efforts to evolve high protein rice varieties are still in a nascent stage but acceptability by the consumer is going to be a critical factor that will decide the fate of such new varieties.

Food processing industry, realizing the potential for business, came out with many sambar products which include spice mixes, spice+dal mixes, RTE sambar in retort pouches etc which are available in the market shelves commanding considerable demand. RTE sambar rice and its Bisibele bhath version in retort pouches provide great convenience and comforts to the consumers, especially for the immigrant populations out side India. A few years ago CFTRI, Mysore did develop a dehydration technology for ready made sambar which only needed water to be added for reconstitution before consumption. Unfortunately the product did not click in the market for unknown reasons. What is missing in the Indian scenario is the frozen version of sambar probably due to limited cold chain infrastructure existing in the country that comes in the way of country-wide distribution. Possibility of a POSI version needs to be explored so that with a few basic and stable ingredients, one can assemble a sambar variant meeting the flavor, taste and nutrition demands of individual consumer at the point of sale.

V.H.POTTY
http://vhpotty.blogspot.com/

FATE OF YOUR HEART LIES IN THE MOUTH!

According to Hindu belief the fate of a person is written on his head and this is the basis of the fatalistic disposition of many people in India. The science of Astrology defines the horoscope of a person based on time, date and the geography of the place of birth detailing the planetary positions. Similarly the Palmistry is supposed to tell about the past, present and future of human beings based on a reading of the lines on the palm and millions of people have faith in this subjective science. Who can resist the temptation of showing his or her hand in front of any one with a rudimentary knowledge of Palmistry in great anticipation of things to come in future? A totally different concept which emerged recently is claimed to predict the fate of one's heart through diagnostic science.

It is known that oral cavity is home to millions of bacteria which can cause harm to the body if not controlled properly. Over 700 species have been reported to be present in the mouth out of which 92 species belong to bacterial kingdom. In any given individual there could be about 100 different species of microbes. Even amongst the bacteria, man does not know anything about 29 species that exist in the mouth as many of them are difficult to grow outside the mouth. A simple toothpick when used to clean up the teeth can hold 10-100 million bacterial cells. Streptococci, Lactobacilli, Staphylococci, Corynebacterium and bacteriodes predominate the population. The multi billion rupees oral hygiene industry banks on the perpetual need for human beings to clean up their teeth and gums in the mouth through orthodontically designed brushes, a variety of cleaning aids like pastes, gels and powders and mouth wash preparations.

Gums are supposed to be the gate way for pathogenic microbes into organs like heart, liver and others and if these organs are to be protected the gum health has to be maintained without giving any scope for infections. Periodonditis, as manifested by erosion of tissues and bones that support the teeth, is a major disease condition in many people and regular chewing and brushing of teeth can release millions of bacteria into the blood stream. Streptococcus salivus, S.sanguis, Porphyromona gingivalis, Treponema denticola and T.forsythia are the major pathogenic bacteria that cause periodontitis in humans.

Recently it has been found that the extent of microbial load in the mouth can affect the condition of the heart which implies that by monitoring the status of these microbes in terms of their number can give an insight into the condition of the heart. Relationship between periodentitis and acute Coronary Syndrome (ACS) is suspected for long based on many studies, though it is yet to be confirmed. Amount of bacteria is two times higher in ACS patients for the above mix of bacteria compared to that in healthy persons. Similarly alveolar bone loss was significantly higher in patients with ACS. The inflammatory response due to the presence these bacteria elevates the white blood cell counts and high sensitivity C-reactive protein levels, linked to heart disease. Oral bacteria, after entering the blood stream can also attach itself to fatty plaques in the coronary arteries and contribute to clot formation. Debris of oral bacteria detected in atherosclerotic plaques lends credence to this theory though none has been isolated so far under laboratory conditions. It is possible that the inflammation caused by periodontitis disease increases plaque build up and swelling of arteries, both with potential for heart attack. Oral bacteria gaining entry into blood can generate toxins that resemble proteins found in artery walls or blood stream and can cause clotting in and/or harm the blood vessels.

Can the above information be a basis for evolving diagnostic tools that can predict the condition of the heart during regular check ups? So far no empirical relationship has been established quantitatively but there is scope to collect viable data on quantity of bacteria in the mouth and symptoms of changing heart conditions as manifested by chest pain and ECG profile and evolve a reliable yardstick to predict health of the heart. This will enable the vulnerable population to adopt more aggressive approach to oral hygiene through brushing, flossing and mouth wash regimes and protect their hearts. Even the possibility of a right mix of foods in the daily diet that may prevent too much build up of undesirable bacterial load in the oral cavity cannot be ruled out. Traditional chewing of arecanut and or betel leaves or taking saumpf after a meal or consuming yogurt as the last course during a meal, could also have influence on the profile of microbial load in the mouth which needs elucidation through multidisciplinary studies by food scientists, microbiologists and health professionals like physicians and cardiologists.

V.H.POTTY
http://vhpotty.blogspot.com/

PULSED ELECTRIC FIELD-APPLICATION IN FOODS

It was striking to read a claim in the print media recently that a scientific group in India was able to get an international patent covering 120 countries for a process "sterilization of liquid foods by pulsed electric fields". If technically and commercially feasible, beyond any shadow of doubt, this process can revolutionize the milk and juice industry in the country. What practical problems that may arise can be known only when the process is scaled up into a fully baked industrial scale technology with necessary engineering designs for the critical original equipment necessary for its success. According to the claims by the Indian scientists a liquid food like juice or sauce, when passed through a specially designed fluid treatment chamber with provision for generating a short pulse at very high voltage, it was able to kill bacteria, molds and their spores and viruses. Basically the high voltage is supposed to disrupt the cell membrane through the phenomenon of electroporation.

In Pulsed Electric Field processing (PEF), a substance is placed between two electrodes and pulsed electric field is applied. The effect is to enlarge the pores on the cell membrane which kills the cells and releases their contents into the environment. All cells have pores which control the flow of nutrients into, and metabolic wastes out of, the cell. If these pores become wider and larger, the contents can leak into the medium, eventually killing the cell. The temperature rise in such a system due to the electric field is less than 30C and therefore the material treated does not even attain the pasteurization temperature sufficient to kill pathogens by heat alone, The voltage applied can be between 15000 to 30000 volts, where the lower voltage can kill plant cells while the higher voltage brings about the death of bacterial and fungal cells. How this technology can immobilize viruses, as claimed by the Indian scientists is not clear. Also in doubt is the ability of this process to obtain 100% kill of the spores which have very tough membranes that can survive high voltages.

Though useful information about PEF technology started emerging in 1991 and early patents on pulse electric field for sterilization and preservation of liquid foods (US Patents5235905, 5690978 and 6746613) were already granted in the US, it has failed to take off due to certain practical problems when tried on a commercial scale. This technology is used to a very limited extent by the fruit juice industry in the US. Most enzymes are not affected by pulsed electric field which can cause deterioration in the juice under ambient conditions and therefore to preserve the organoleptic quality, the treated products will have to be refrigerated during marketing, up to the point of consumption. Gas bubbles which are trapped in the juice during extraction tend to allow electric arcing between the electrodes causing burning of the substances being processed and consequent generation of potential carcinogenic artifacts.

The media reports convey the impression that PEF technology has been perfected for the first time in India and is ready for commercial use. On the contrary much more work needs to be done to standardize the process for tropical fruit and vegetable products popular in the country. Milk could be the most eligible candidate for mass application of this technology but practically no information is available regarding its suitability in a complex protein-fat matrix like milk. Stray reports do indicate that application of PEF in tandem with heating can extend shelf life of milk up to 24 days. Imagine the advantages for a middle class consumer when the milk sachet which arrives unfailingly every day in front of his house, can be kept under ambient condition or even in a refrigerator for at least a week or more. This is where efforts are called for as India is world's largest milk producer and a major portion is consumed as fluid milk in millions of house holds across the country. Here is a typical example of a patent being touted as the ultimate in non-thermal sterilization but with out any solid data regarding its applicability, efficacy and safety on Indian products. It is sad that good scientific work like this, with potential for far reaching benefits to the society, gets trivialized by premature publicity and bloated claims.

V.H.POTTY
http://vhpotty.blogspot.com/

THE ALMIGHTY NEEM-MOTHER NATURE'S GIFT TO HUMANITY

According to the Board of Science and Technology for International Development, USNRC, Neem of plant has the potential to usher in a new era in pest control, provide millions with inexpensive medicines, cut down the rate of population growth, reduce soil erosion, slow down the deforestation mania and checking global warming. The origin of Neem is traced to Burma (Myanmar) and there exists (not cultivated) more than 60 million tress in the world with China and India accounting for more than 47 million of them. Till recently India was the leading country in propagation of Neem but China has taken over the lead with an estimated 25 million trees in that country. Why should Neem get the attention it has received and whether all the claims about its omnipotent power are realistic are worth considering.

Traditionally Neem leaves were being used as an insect repellent at the household level which is practiced in many rural areas even to day. Keeping Neem leaves with grains to protect them from insects or using these leaves to repel silverfish that can destroy cloths or heating water with the leaves for bathing can be seen in the rural backyard of the country. Neem is claimed to contain about 100 bioactive compounds but only a few have been researched thoroughly regarding their identity and efficacy as pesticides or medicine. The miraculous attributes to Neem can be gauged from the fact that it is called 'Mwarobaini' in Africa, meaning Tree of 40 that can cure 40 different types of diseases in Man. In India Neem is also referred to as 'Divine Tree', 'Heal All', 'Nature's Drugstore', 'Village Pharmacy' and 'Panacea for All Diseases'. Different parts of Neem plant are effective against 537 species of insects that include Ostracods, mites and ticks, nematodes, some species of snails and fungi. It does not kill the insects unlike the synthetic pesticides but incapacitates them. Neem oil is in great demand for treating skin infection, ring worm infestation, foot rot, scabies, lice, burn wounds, bruises etc.

The bioactive chemicals that make Neem command the attention world over include Nimbin, Nimbudin, Nimbidol, Gedunin, Quercetin, Salannin, Vepol, Meliantriol, Azadirachtan and others. About 40 of these chemical constituents act synergistically to confer on Neem the unique ability as antiviral, antifungal, antimicrobial, antipyretic, antiinflammatory, antitumor, analgestic, immune stimulating, alterative to restore heath, anthelmintic and anti-emitic agent. Seeds, leaves, flowers and bark are commonly used for achieving different results. Tetranortriterpenoids or liminoids which are similar to steroids in nature are the most effective components present in Neem. Azadirachtan, the most studied chemical constituent, is available in concentrated forms for varied applications. Neem oil which is rich in this chemical is widely available in India for use for external application against skin ailments. The pesticidal activity of Neem is due to the interference of the bioactive chemicals in the hormonal functions in the insect resulting in depressed feeding, cutting down on breeding and metamorphosing. Neem is harmless to friendly vectors like spiders, butterflies, bees, ladybirds and earthworms that populate agricultural lands.

It is difficult to imagine Neem as a food material because of its intense bitterness but tender leaves are some times consumed just like a green vegetable in some parts of India. Neem leaves preparations in dried powder form and encapsulated are also available for use as a general Ayurvedic tonic with several benefits attributed to it. In some states like Karnataka and Andhra Pradesh , during the new year festival Neem leaves and Flowers are consumed with jaggery, probably signifying that life can be bitter as well as sweet and resolving to face both with equanimity is inevitable. A flourishing trade exists with regard to neem oil and deoiled neem seed residue, widely used as natural pesticides and manure, especially for organic food cultivation. It is predicted that the global trade in Neem may exceed $500 million within the next 5 years and India will have to go in for organized cultivation on a massive scale to tap this emerging market.

A pro-active policy to popularize Neem cultivation in the country can have far reaching implications to the health of its population. The Forest Departments in various states are already propagating its planting along with many other fast growing species of perennial trees by distributing saplings free and providing useful information for their tending. Probably a conscious decision to plant this miracle tree on both sides of thousands of kilometers of Federal and State Highways will go a long way in creating an environment that is protective to the public as well as deriving economic benefits to the nation. On a conservative estimate, more than a billion trees can be planted within the next 10 years under a National Plan involving panchayats, urban bodies, NGOs, District Administrations, State Governments and Central Ministries. Food Industry can play a role in this by consciously planting Neem in and around their processing facilities which can ensure a much cleaner environment for handling foods.

V.H.POTTY
http://vhpotty.blogspot.com/

FOOD HABITS-INFLUENCE OF THE "IDIOT BOX"!

TV viewing by children is sought to be regulated through mandatory control by the GOI as well as voluntary restrictions by the media industry. Screen violence, indecent images and dialogs and content language
can have far reaching influence on the tender minds of children who cannot exercise viewer discretion unlike the adults. The very fact that TV medium has access to millions of homes make it a powerful communicator with potential for harm as well as benefits, depending on how it is harnessed. Depicting smoking or drinking on the screen, especially by familiar personalities with name and fame can have an "imitating" influence on youngsters, aspiring to become some body in life.

When it comes to promotion of food products on the small screen, very little restraint seems to be in place, looking at hundreds of advertisements sponsored by manufacturers of processed foods. In the absence of food and nutrition experts working with the monitoring authorities, many advertisers get away with ludicrous claims of benefits in consuming their products. In a startling observation in the UK it was found that kids spending hours in front of the TV end up with bad eating habits by unconsciously believing that those appearing on the ads are good for them. It is a common knowledge that mostly less healthy food products are advertised in the TV while healthy foods rarely receive any publicity at all. There are isolated instances of industries collectively taking up nutritional causes that may benefit their range of products collectively. Promotion of milk and egg is a typical example but these days these ads are becoming conspicuous by their rare appearances.

How can any one blame the kids when their favorite actor sips a fizz drink in style, singing virtues about the product? Can we find fault with the mothers if they believe in the ads that emphatically proclaims about growing tall, sharp and smart if a particular beverage is consumed? Branded potato chips have become the standard bearer as far as the youths are concerned, thanks mainly to the near saturation advertisements in almost all TV channels. RTE breakfast cereals, most of them loaded with sugar appear every day tempting the kids as well as the mothers to replace traditional foods like Idli, Vada, Dosa, Uppuma, Poori or Chapathi. Is there no way out of this quagmire we see ourselves in? Voluntary restraint by the industry is more easily said than done because business has no human face or social commitment, being driven relentlessly by profit motives and one cannot blame them entirely for this as their investments are at stake. If ads about cigarettes and liquors can be banned, why not apply the same yardstick to those food ads which are misleading? Why cant we have a "TRUTH PANEL" consisting of nutritionists and food scientists to arbitrate on ads which do not reflect reality vis-a-vis foods? At least such ads should have nutritional warnings that consuming them can have negative consequences also.

ICMR, under the Ministry of Health, should take the lead in evolving a practical code for food advertisements and evaluation of outlandish claims with practically no scientific basis. Also for consideration is whether to insist on including a nutritional message with each food ad that appears on the small screen. For example when a cola drink is promoted why not include a message that natural fruit juices are best for the health, or including a message about virtues of fresh vegetables in ads promoting potato chips or highlighting the goodness of milk in ads promoting instant coffee. The MFPI of GOI must take up on a priority development of promotional capsules that will stress on good eating habits, nutritional advantages of traditional foods, superiority of fresh fruits and vegetables for good health, virtues of taking milk regularly and similar causes. Promoting food industry at any cost should not be the motto of the GOI and State Governments but how best it can be done, without compromising on the health of the population, should be upper most in their mind while evolving any future strategy.

V.H.POTTY
http://vhpotty.blogspot.com/