Evaluation of the New Zealand Heart Food Festival 1988–9

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Abstract
A nationwide program of labelling of food products with heart health logos commenced in New Zealand in September 1988 with an inaugural Heart Food Festival (HFF). Four independent-sample surveys of approximately 1000 consumers in twenty supermarkets throughout New Zealand were conducted in September (prior to the HFF), October and November 1988, and in March 1989. The results show that there were statistically significant increases in consumers' awareness of the HFF which were maintained until the end of the evaluation phase. There was a positive and enduring response to the heart health logos, for example, from October onwards a quarter of shoppers bought products with the logo; 30% of women shoppers indicated that the HFF program had influenced them to change their diets and 25% of them reported in March 1989 that they purposely sought food products with the logo. At the September baseline only 18% of consumers correctly interpreted the meaning of the logo; in subsequent evaluations one-third of them could do so. Consumers' dietary concerns did not appear to change during the study; over half reported that reduced fat intake was a major priority for them. The findings suggest that HFF programs may have considerable impact on consumers' awareness and food-related behaviours. However, greater efforts are required to ensure adequate supplies of in-store information materials and sales staff education as well as more appropriate targetting of responsive groups (e.g. women and over 45 year olds) and less responsive groups (men and younger people).

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