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Sainsbury's joins Government to promote family meals
A joint initiative between Sainsbury's and the DoH could see Jamie Oliver fronting a campaign encouraging family meal times
The Department of Health is negotiating with Sainsbury's about a joint campaign, to be fronted by the celebrity chef Jamie Oliver, to encourage families to make time to eat together more often as a key means of improving the nation's diet, according to a report in todays Guardian.
Its a move which, the paper says, would mark a controversial departure for government public health campaigns in its tie-up with a commercial brand.
The move follows the publication yesterday of a report commissioned by the department of health, which argues that such partnerships should be encouraged, provided appropriate ethical guidelines are put in place.
Dr Fiona Adshead, the deputy chief medical officer for England, told public health experts yesterday: "Over the coming weeks, we are going to be working with Sainsbury's and Jamie Oliver about how do we get families back eating together by thinking about basic recipes."
Research highlights the family meal as being a prominent factor in social cohesion, as well as nutritional wellbeing. Surveys suggest that as few as three in 10 families now sit down to eat together more than once a week, with most of those watching television at the same time.
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