Active non-nutrients are chemical compounds found in certain foods that are nonessential to the body’s operation but enhance ones health by playing an active and protective role. For example phytochemicals’, probiotics, fibre and Omega 3 fatty acids. They are found in functional or super foods.

Phytochemicals, also known as phytonutients or super nutrients provide the body with a wide variety of health benefits, in addition to acting as an additive to provide colour and flavour. They act as anti-oxidants in the body, meaning they stop oxidation, most especially of fats and oils, control blood cholesterol levels and neutralize the action of free radicals in the body.Phytochemicals occur naturally in plant foods like:

1. oranges are a carotenoid phytochemical of the terpine group, which, as a result of the zeaxanthin and beta-cryptoxanthin, aids vitamin A absorption and in lowering the risk of uterine cancer, age-related blindness and cataracts

2. spinach3. tomatoes4. apricots5. mangoes6. carrots7. pumpkin8. red sweet potatoes9. sweet corn10. watermelon11. rhubarb12. berries e.g. blueberries, raspberries13. citrus fruit14. legumes e.g. soybeans15. beetroot16. apples17. eggplant18. grape juice19. tea20. wine21. seeds e.g. linseed, oats, rice, wheat, corn 22. peanuts23. cabbage 24. onions

Terpines

Phenols

Phytoste

25. Broccoli is an organosulphur compound which, on account of the glucosinolates and isothiocyanates helps to eliminate potentially cancer-causing substances and activate production of liver enzymes to protect against cancer.

26. garlic27. leek28. shallot29. chives30. herbs e.g. dill, parsley, oregano, rosemary

They can also be extracted from plant substances or synthesized and added to animal foods like yoghurt and milk. Helga’s, Soy and linseed bread is an example of a fortified product which has succeeded whereby the phyto-oestrogens and phytosterols of linseed, soy and wheat have been combined to increase calcium, thereby reducing osteoporosis. This would prove particularly beneficial to women as they constitute 70% of osteoporosis sufferers. This also aids in reducing the risk of heart disease by lowering blood cholesterol, aiding people with a family history of heart conditions, diets of high fat and high salt, or with low physical exercise. The isoflavones also protect against heart disease, some cancers and menstrual and menopausal symptoms. Margarines like Logicol and Pro-Active also use added phytosterols to reduce the low-density lipoprotein cholesterol (LDL the “bad” cholesterol), and increase the high-density lipoprotein (HDL – the “good” cholesterol). This aids in preventing disease like CVD, caused by a buildup plaque on the arteries, thereby benefiting people whom consume high fat, salt and sugar diets and complete little physical activity.

The first class, Terpines are strong anti oxidants, beneficial for controlling blood cholesterol levels and destroying or neutralizing free radicals.

1) The Carotenoid group of terpines are brightly coloured and very beneficial in fighting cancer, owing to their anti-oxidant nature.

For example, some yellow or orange fruit and vegetables, like tomatoes and spinach contain chemical compounds lutein, lycopene, xanthophylls and carotenes which protects the double helix structure of deoxyribose nucleic acid (DNA) and helps

Organosul-phur Compou

prevent breast, colorectal, lung, prostate and uterine cancers. Therefore, consumption of such phytochemicals is beneficial to anyone at risk of developing such cancers which includes people with a family history of breast or prostate cancers, women over fifty, smokers at risk of developing lung cancer or people with intolerable bowl disease, which makes them susceptible to urinary tract infections, which can in turn lead to uterine cancer. In addition, people with diseases like Chronic Granulomatous Disorder (CGD), who suffer from faulty DNA, which causes a shortage in red blood cells and low immunity to diseases. Consumption of such carotenoids promotes good DNA structure and help to heighten their immunity to disease.

A second example includes yellow and green fruit and vegetables like spinach and sweet corn which, through their provision of zeaxanthin, beta-cryptoxanthin and carotenes lower the risk of uterine cancer, age-related blindness and cataracts. Therefore, as such carotenes are beneficial as a preventative measure; they would be beneficial to all. In addition, considering the high prevalence of cataracts disease in developing counties like Ethiopia and Uganda, where medical support in unavailable, such preventative measures would be of most benefit.

Thirdly, red fruits and vegetables like tomatoes, watermelon and rhubarb contain lycopene and beta-carotene which through anti-oxidisation protect against heart disease and prostate cancer. This would be of benefit to people with family history of such diseases or lifestyle diseases, like the consumption of high-fat/high-salt foods, little exercise or high stress profession, which makes one susceptible to heart or coronary disease. Therefore such phytochemicals would be very beneficial to members of the business world where there is a high prevalence of such lifestyle diseases.

2) The limonoid groups of terpines are found in the peel of citrus fruit like lemons or mandarins, and have been shown to reduce the strength and length of bronchial infections and to stimulate liver production of enzymes which rid the body of harmful substances, preventing cancer and heart disease. This would be beneficial to all, most especially during the winter months where all of society is at increased risk of developing contagious infections brought on by the cold weather.

3) The final sub-group of terpines is the saponin group, found primarily in legumes like soybeans and peanuts, which helps to lower low-density lipoprotein cholesterol (LDL the “bad” cholesterol), increasing high-density lipoprotein (HDL – the “good” cholesterol). This again would benefit people suffering from lifestyle diseases with diets of excessive saturated fat, with the target market being high stressed business people and people informed as to the health benefits of unsaturated fat. Saponins also provide anti-oxidant actions increasing immunity and cancer fighting agents.

The second class, Organosulphur Compounds have a very powerful and distinguishing flavour and odour when cooking which protect against cancer by eradicating dangerous substances and activating production of liver enzymes. This would be beneficial to anyone susceptible to cancerous growth, with potential causes being family history, lifestyle diseases, race, age, gender and occupation.

1) Glucosinolate e.g. broccoli2) Indoles e.g. cabbage3) Thiosulphonates e.g. onions, garlic, leek, shallots, chives.This sub-group is particularly effective in lowering cholesterol, reducing arterial plaque and destroying harmful micro-organisms. This makes it particularly beneficial to young children whom are still refining their tooth brushing skills as they help prevent tooth decay.4) Isothiocyanates e.g. horseradish, wasabi, mustard seeds,

greens.

The third class, Phenols act as flavouring molecules, anti-oxidants, anti-fungal, anti-infective and antiseptics and is present most copiously in herbs like dill, parsley, oregano and rosemary. This makes phenols of great benefit to all, however the strong and distinctive flavour of the herbs means it is most likely to be consumed by more mature taste buds. Sub-groups include:

1) Polyphenols work in the blood to oppose inflammation and clotting, reducing the risk of heart disease

- anthocyanins e.g. beetroot, blueberries

- bioflavinoid e.g. citrus fruit, nuts- Tannins and other compounds e.g. resveratrol in tea,

wine: maintains nerve and brain health.2) Isoflavones/ Phyto-Oestrogens are present in legumes, soy

products and seeds, such as linseed. They are converted by the intestine into hormone-like compounds. They protect against heart disease and some cancers, most especially breast cancers, making its target market women over the age of forty-five, particularly if they have a family history of breast cancer. It is also beneficial for women in reliving menstrual and menopausal symptoms and can mean a natural alternative to the chemical treatment, Hormone Replacement Therapy (HRT). Evidence also suggests it reverses osteoporosis, of increasing benefit to women as they are 70% of the diseases sufferers.

The fourth class, Phytosterols are commonly found in plant foods and seeds like corn, oats, rice, soy, wheat and nuts. They are of particular benefit to people suffering heart disease in lowering cholesterol levels and promoting HDL cholesterol. Therefore Phytosterols are targeted to the health conscious consumers that have poor dietary knowledge and habits.

Therefore, Phytochemicals are very beneficial in the diet, with the many different types producing a great variety of positive effects. These include assisting the prevention or curing of cardio-vascular disease, the ageing process, many cancers, arthritis, age-related blindness, cataracts, bronchial infections, plaque, DNA related concerns, blood diseases, osteoporosis and menstrual/menopausal symptoms. Such benefits can be maximized by coming them with certain amino acids, fatty acids, proteins and unsaturated oils. This makes phytochemicals beneficial to all target markets for differing reasons, dependant on their age, sex, family history, lifestyle and diet.

Probiotics act to ensure a good balance of good bacteria in the intestinal microflora and digestive system, reducing the level of pathogenic bacteria. They occur naturally in the gut; however supplements like the Lactobacillus acidophilus and Bifidobacteria

have been supplemented into food products to remedy an imbalance in microflora composition or to act as a safeguard. Such products include:

1. fermented Yakult2. Dairy Farmers Life Milk3. Tip Tops High Fibre bread – extract insulin probiotic

from Jerusalem artichokes or chicory 4. Mainland Inner Balance cheese

This is most beneficial for ensuring proper functioning of the gastro-intestinal tract which helps in the prevention and treatment of diarrhea, lactose intolerance, gastritis and constipation. This aids a wide target market as on average, one fifth of the Australian population is suffering at any time from such problems, affecting the aged primarily. It also helps in resistance to pathogens, enzyme production in the large intestine and in its stimulation of the intestinal immune system. This improves immunity from disease benefiting all of Australia, most especially people with diseases that weaken their immune system e.g. CGD. It also reduces the risk of colon cancer and the growth of colon polyps. This is of benefit to people with increased risk which includes smokers, women who’ve been diagnosed with breast, ovarian or uterine cancer, anaemic men, people with a family history and women with anemia post menopause, with these people constituting the target market. Finally it is of benefit in reducing blood cholesterol levels beneficial for people with high-stressed lifestyles which promote consumption of high fat, high salt and high cholesterol foods. Whilst such probiotics can be of benefit if microfloral imbalances occur, there is doubt over their effectiveness. This occurs firstly as, if ones microflora is functioning normal, they provide no change and secondly as there has yet to be any conclusive tests proving their value. Also, for the bacterial strains to be effectual they must be alive in decent numbers, of the same type as the humans gut and to survive the digestive acids. With such requisites, they can prove unproductive the likelihood of them being able to assist the intestine being slim. Therefore, while probiotics stand to benefit a very wide target market in ensuring the appropriate functioning of the intestine, there is no doubt over their effectiveness.

Fibre, alike to Phytochemicals is only found in plant foods. Examples of products include

1. Cereals provide hemicelluloses and cellulose insoluble fibre– most especially buckwheat, whole-wheat, wholegrain or bran, oats or muesli-type. E.g.; All Bran, Weetabix, Sultana Bran

2. Potatoes provide resistant starch, best when their skin is retained

3. Bread provides insoluble fibre either naturally e.g.; whole meal bread, country grain or through genetically isolating the fibre component and adding it chemically to a product e.g.; Tip Top’s Wonderwhite, Bakers Delight High Fibre Tiger Loaves

4. Rice and Pasta, most especially whole meal e.g.; Sun Rice and Barilla provide insoluble fibre

5. vegetables like carrots provide lignin insoluble fibre6. citrus fruits and vegetables contain pectin soluble fibre7. Oats, Psylium and barley contain soluble hemicelluloses8. Legumes and peanuts are rich sources of gums and mucilage’s

Consumption of fibre rich foods have both beneficial and detrimental effects to the diet, with the benefits outweighing the harm.

Firstly, soluble fibre, such as pectins and gums and saponins, found in legumes, slows the digestion of food from the stomach into the small intestine. This slows the speed of a large volume of glucose absorption, lowering the production of excessive insulin, protecting against diabetes in vulnerable people. Therefore this would benefit people susceptible to Diabetes Mellitius which include people suffering obesity, low exercise or a high-fat diet. It is also found to reduce blood cholesterol which is associated with a reduced risk of heart disease, cancer, and an increased life expectancy. However such ideas are in doubt as fibrous founds are rich in other elements, like micronutrients, vitamins, phytochemicals, trace elements and non-nutritional antioxidants which could be responsible for reducing cancer risk.

All fibre helps to promote positive intestinal health, with insoluble fibre reducing the foods period in the gastro-intestinal tract and with soluble fibre binding with bile acids in the intestines. Insoluble fibre, found in the cellulose, hemicelluloses and lignin of seeds, vegetables, cereals, grains, wheat and corn in addition to

psyllium aid the easy removal of wastes in soft, bulky faeces. This eases and prevents the risk of constipation, haemorrhoids, appendicitis and diverticulitis. It may also reduce the risk of rectal cancer, obesity and ulcerative colitis. This would benefit anyone suffering from constipation or haemorrhoids which affect people of all ages, most especially people aged over 65 or pregnant/lactating women. A high-fibre diet is also vital for children, the most common sufferers of appendicitis, which is caused by an infection of the intestine. Therefore, fibre, in its shortening of the foods time spent travelling along the gastro-intestinal tract reduces the chance of infections from carcinogens produced when some food deteriorates, most especially meat.

In addition, soluble fibres like pectin, hemicelluloses, gums and mucilage’s and resistant starch are used to bind with bile acids. This ensures the acids are excreted; meaning less fat is digested, absorbed and changed to cholesterol, resulting in a healthier cardiovascular system. Therefore the target market would be those at risk of developing CVD, hypertension and obesity.

Fibre also has the ability to reduce the risk of developing colon cancer. Firstly, this is because fibre fermenting produces fatty acids which lower the pH in the colon and decrease cancer risk. Secondly, it can bind with and remove cancer-causing agents in the colon. This is of benefit to anyone susceptible of developing colon cancer which includes smokers, women who’ve been diagnosed with breast, ovarian or uterine cancer, anaemic men, people with a family history and women with anaemia post menopause.

Interestingly, fibre rich foods provide a feeling of satiety, whilst being low in fat, which provides an aid to control weight. However this can be negative for individuals who have a small capacity for food as this bulking effect leaves little room for more nutrient dense foods.

However, fibre hinders the absorption of some nutrients, with up to 5% of the fat in a moderately high fibre diet not being absorbed as a result. Whilst given the high proportion of obese and overweight adults in Australia, this could prove positive, adipose tissue remains a vital component to health for warmth, protection, energy and the absorption of fat soluble vitamins; A, D, E and K.

Therefore, despite the fact that ingesting fibre hinders the absorption of other nutrients, lacks proven benefits and provides detrimental satiety to some groups, fibre provides significant benefits in the diet. These include reducing the risk of mature onset diabetes, heart disease, cancer, intestinal infections, obesity, constipation, haemorrhoids, appendicitis and diverticulitis. Therefore, appropriate consumption of fibre proves vital to the entire population, with particular emphasis on people aged over 65, pregnant/lactating women, children, smokers, women diagnosed with breast, ovarian or uterine cancer, anaemic men, people with a family history of cancer, women with anaemia post menopause, people with a diet high in fat or salt and people whose lifestyle is highly stressed, with little exercise.

Omega 3 Fatty Acids, or Docosahexaenoic acid (DHA ) is a polyunsaturated 'essential' acid, that must be obtained from diet. Examples of products include

1. Oily fish like salmon, sardines, trout, tuna, mackerel and herring are the best source of Omega 3 being present in ‘long chain type’ which makes them ten times more effective than short chain type.1

2. Vegetable oils such as linseed (flaxseed 0.9g DHA: 1 tbsp), rapeseed (canola - 2g DHA:1 tbsp) and walnut oil contain alpha-linolenic acid (a short chain type). This means they must be converted to long type to be useful however modern diets and lifestyles reduce the effectiveness of the conversion systems.

3. Coles High Top bread has chemically added the Omega 3 component to its white, wholemeal, multigrain and ‘fruit and grain’ varieties.2

4. ‘So Natural’ produces soy drinks with advertised Omega 3, with the website3 claiming there is

1 The Fats of Life, 2004, Omega 3 Info Service, Available at: http://www.omega-3info.com/home.htm (1/7/04)2 Coles PTY LTD, 2003, Coles High Top Bread with Omega 3, Available at: http://www.coles.com.au/colesbrand/bread.asp?StatType=Promo&StatDesc=cbrand (9/7/04)3 So Natural, 2004, Soy and Heart Disease, Available at: http://www.sonatural.com.au/sonatural.asp?page=main/soy+and+your+health/soy+and+heart+disease (1/7/04)

between 2.4-1.2g DHA for every litre of drink. This shows a newly emerging trend of companies deliberately using Omega 3 as an advertising scheme.

5. soy and linseed breads6. dark green vegetables such as spinach, green peas, green

beans7. legumes – baked beans, lentils, soya beans, tofu8. Eggs – especially if enriched with high omega 3 feed e.g.:

the Body Egg

Omega 3 is converted by the body into eicosanoids, leukotrienes and prostaglandins, which are vital for normal body tissue functioning, with Omega 3 ensuring the regulation of pressure in the eye, joints, circulatory system and blood vessels. This is vital to all humans, most especially people older age, who suffer joint problems or people suffering from undiagnosed diabetes mellitus who suffer from poor circulation. A Purdue University study has showed that “kids low in Omega-3 essential fatty acids are significantly more likely to be hyperactive, have learning disorders, and to display behavioural problems.4” It also linked Omega 3 deficiencies with dyslexia, depression, weight gain, heart disease, allergies, inflammatory diseases, violence, memory problems, depression, cancer, eczema, diabetes (due to its influence on the endocrine system) and arthritis. This makes the target market relevant to almost all humans as it ensures the proper functioning of the body in so many facets.It is also responsible for reducing the formation of blood clots in the blood stream. This would be most important for overweight people or people who are post surgery given their increased risk, and as such would be a target market for Omega 3 products. In addition, the Omega 3 Information Service recognises the potential anti-cancer benefits of DHA when they state that “tests have shown that cancer-treating drugs work more effectively when there is a good level of omega-3 polyunsaturates in the diet. Other studies have shown that adding omega-3s to the diet helps to reduce the level of certain hormone-like substances, which tend to be present in higher amounts in cancer sufferers. In summary, it can be said that while there are good grounds for believing that adding omega-3 polyunsaturates to the diet will

4 Dr. Joseph Mercola, (2001), Omega-3 is Essential to the Human Body, Available at: http://www.mercola.com/2001/sep/8/omega_3.htm (8/7/04)

help to reduce cancer risk, it is not yet proven beyond doubt5.” Therefore the target market of Omega 3 products is cancer sufferers and people with increased risk, due to family history, diet, race, age and gender.Long-chain Omega 3 is also vital for the healthy formation of a foetus’ brain, eyes and nervous system, with salmon being the best source for pregnant/lactating women.Also, a diet sufficient in Omega 3 can also aid in weight loss. This is because, with Omega 3 being the primary component of the cell membrane, sufficient quantities ensure that the cells are able to lose the accumulated fat they contain.In addition, with Omega-3’s neurological health benefits in its regulation of nerve transmission and communication, it is also speculated to affect depression and bipolar disorder. This is supported by “studies comparing the incidence of depression in different areas of the world (which) have suggested that depression is less common in areas where large amounts of fish are consumed.” This makes Omega 3 vital for the target market with one in ten Australians being sufferers of depression.6 In addition, Omega 3 is vital in maintaining proper kidney function, which is vital for all as it ensures the continued filtering of liquid excrement’s and wastes.

Therefore, with the vast array of tasks completed by Omega-3 in the human body, it is imperative for the proper functioning of all body’s, regulating all facets of a person.

Diet

The diet of the Australian community is arguably the single greatest determinant of their nutritional status. Malnutrition, where one or more nutrients are not supplied to the body in the correct amounts is occurring not as a result of poverty and riches

5 The Fats of Life, 2004, Omega 3 Info Service, Available at: http://www.omega-3info.com/home.htm (1/7/04)6 Royal Australian and New Zealand College of Psychiatrists, (2000) Media Releases: Depression Important But Problems Are Many, Available at: http://www.ranzcp.org/pdffiles/mediarel/2000/depression_15.03.00.pdf (18/7/04)

but due to a lack of health education, poor diet choices, poor body image and new information on health requirements.

Overnutrition, where the body contains an excess of one or more nutrients, most commonly fats, sugars and protein has been of great influence on the nutritional status of Australians. As a result obesity, hypertension, dental caries, cardiovascular disorder and diabetes mellitus have become of significant concern with many Australians consuming excessive salt, sugar and fat coupled with inadequate lifestyle care, through poor dental hygiene and scarce exercise.

Obesity has become of significant concern in recent years with in 1995; over 47% of women and 61% of men in Australia being overweight. With people’s diets being affected by environmental and psychological factors, consumption of food for nutrient requirement is much less a feature of a modern, gluttonous society. Obesity causes heart strain, joint strain and fatigue and leaves the sufferer at increased risk of suffering related diseases of CVD, arthritis, some cancers, respiratory disorders, hypertension, diabetes mellitus, fall bladder disease and hiatus hernia. This may in turn result in premature death. As such, the excessive consumption of fat, refined carbohydrates, protein and alcohol can be directly linked to obesity and associated diseases, thereby significantly influencing the nutritional status of the Australian community.

Similarly, hypertension is caused by excessive salt consumption, with the sodium making the body retain water, causing the heat to pump harder and undergo increased pressure. Affecting 17% of Australians, this can cause cerebral haemorrhage, stroke, cardiac failure, arterial blockages and kidney disease. Therefore, through the excess of the Sodium chloride mineral, the diet can be seen to significantly influence the health of Australians.

Dental caries, caused by a diet high in sugar coupled with poor dental care and hygiene effect a great proportion of the Australian community. With the mouths bacteria fermenting the sugar, producing acids and plaque tooth decay occurs which leading to tooth ache, fillings, loss of teeth and bad breath. Therefore it can again be seen the enormous influence diet has on the nutritional status of the domestic community.

Diabetes Mellitus, caused by obesity, a high fat diet and/or a low fibre diet develops over time as the body is unable to

produce enough insulin to metabolise the glucose of high-sugar and high-fat diet. This can lead to kidney failure, unhealthy weight loss, muscle wasting, a diabetic coma and which may potentially even lead to death. It may also lead to eye problems, impaired blood flow, gangrene and amputation, renal failure and, if suffering from hypertension and increased risk of suffering atherosclerosis, CVD and stroke. Therefore, with diabetes mellitus being primarily caused by diet and lack of exercise, it is made clear the connection and influence diet has the nutritional status of the Australian community.

High consumption of high salt, sugar and fatty foods leads to Atherosclerosis, whereby arterial plaque of low-density lipoproteins (LDL) gradually collects along the walls of the arteries, as a form of Cardio Vascular Disorder (CVD). This leads ot the restriction of blood flow which is responsible for conveying oxygen to the muscles, with oxygen deprivation causing irreparable damage to the muscles. It can lead to angina pectoris or chest pain followed by strokes, heart attacks and premature deaths in the worst cases. This illustrates the way in which poor diet choices negatively influences the nutritional status of the Australian community.

Undernutrition, where the diet lacks one or more nutrients greatly influences the nutritional status of Australians with conditions like anorexia nervosa, dietary fibre deficiency and osteoporosis

Anorexia nervosa, a psychological disorder in which self-induced weight loss gets out of control occurs primarily in females between the age of late teens to 25. This leads to the diet often lacking in all nutrients, primarily fats and sugars. This causes muscle wasting, low body weight, cessation of menstruation, slowing of pulse and basal metabolic rates, lowering of blood pressure, anaemia, fine body and facial hair, fainting, tooth decay and bleeding throat and oesophagus. With this being directly connected to the sufferer lacking nutrients, the connection between the diet and the nutritional status of many young women in Australia is evident.

In the case of dietary fibre deficiency, with the physical effects being hiatus hernia, varicose veins, haemorrhoids, diverticulitis and colon cancer, it is evident that the increased stress placed on excretion of faeces without this active non-nutrient in the diet significantly effects the nutritional status of Australia.

This connection is made most apparent in long-term calcium deficiency’s influence on osteoporosis with the physical effects being a weakened and reduced bone mass, crush fractures as a result of the bones being unable to support the weight of the body and a stooped posture. Therefore, this shows that with the long-term inadequacy of the mineral calcium in the diet, the nutritional status of older women in the Australain society in influenced.

Therefore, in examining the various diseases of malnutrition in the diet, the strong influence the diet has on the nutritional status of the Australian community can be concluded.

MediaThe domestic and global Medias have an undeniably vast effect on the perceptions, desires and trends related to food consumption and body image; which in turn greatly affects the diet and nutritional status of the Australian community.Firstly, in recent years, health has become a primary concern of many Australians which has been both encouraged by and reflected through the media. With growing awareness following the 1970’s formulation of the Australian Dietary Guidelines and the subsequent Healthy Food Pyramid, food manufacturers have used the media to promote the health benefits of their product. Therefore, through the Medias publicising of government health initiatives, health awareness has encouraged. This has fostering increased demand for health products, seeing food manufacturers use the media to market their products health benefits, and in turn, further increase the awareness of the Australian community. This has been maintained through government labeling legislation which prohibits unfair claims in advertising. This has in turn improved the nutritional status of the Australian community, with companies having to compete to improve the nutritional status of their product in order to remain competitive. Also, the Americanization of global culture and media has seen the promotion of fast foods produced by transnational corporations (TNC). This has seen companies like McDonalds, KFC, Coca-Cola and Krispy Kreme becoming integral parts of the Australian food patterns. The increasing prevalence of these companies, whose food is generally high in sugar, fat, salt and

preservatives, has been fostered by advertising in the media. Such diets can lead to negative effects as Cardio Vascular Disorder, Hypertension, Obesity and dental caries. The television and film media uses various techniques to implement their advertising. Firstly, colourful, loud, cartoon type commercials are placed during the breaks of children’s television shows when they are watching of an afternoon. Also with the spread of commercialism media influence has greatly increased its scope in recent years with products being placed in feature of films, on buses and through email. Food companies are also using the internet media as product advertisement, with its growing influence in the past decade. This has meant that companies who can afford such advertising, primarily TNC’s have become an integral part of food culture and the Australian diet. As such, with their meals little nutritional value, and them constituting a sizeable proportion of youth food consumption, the Australians communities nutritional status, both now and in the future is negatively affected. Finally, the Australian media itself, with American influence has seen the promotion of unrealistic body weights with beauty being portrayed by females who are 23% below average body weight. This has seen many women questioning of body image and in more serious cases, self worth. Such pressures of the unrelenting image of ‘beauty’ have been reinforced by media discussion of ‘fad’ diets, greatly affecting the female population from as early as teenage years. This has seen the ever-increasing prevalence of anorexia nervosa, characterized by abnormally low body weight, the absence of three consecutive menstrual cycles, considerable reduction in the pulse/basal metabolic rate, anaemia, very fine body and facial hair and fainting. It has also seen the increase in bulimia nervosa with binge eating and self-induced vomiting and/or the abuse of laxative and diuretics. This shows the effect media discussion and portrayal of beauty have on many women which cause them to associate food with guilt. As such, with the small only a small proportion of sufferers recovering from such a disorder, the media significantly influences the nutritional status of the Australian community.

Food Manufacturers

Food Manufacturers, with their primary goal being profit seek to compete with other firms by designing and advertising products which the consumers will demand. This sees their modification of foods to meet consumer demands; (with this in recent years meaning food products to have a positive health effect) and by developing advertising strategies to maximize market share. This can be seen in their invention of foods that target diseases such as coronary heart disease, hypertension, certain cancers, diabetes, osteoporosis, anaemia and weight problems. They may do this by advertising existing foods whom already have curative or preventative characteristics, by modifying processed foods (e.g. to reduce fat) or by altering foods to contain an active non-nutrients. Therefore, it can be seen that with the health movement of the 1990’s and early 2000’s food manufactures have been responding by altering their products to meet consumer health demands. A most recent example of this is the McDonalds, ‘Salads Plus,’ introduced in mid-2003 which reflected their adjustment to a changing consumer trend in order to remain competitive in the market. Therefore it can be concluded, that food manufacturers have a large influence on the nutritional status of Australians as they determine what there is to purchase and consumer. However, depending upon trends and demand, this influence may be positive or negative.

Social PracticesGreat social and cultural practices exist in the Australian psyche surrounding food consumption, religion and exercise, which in turn greatly influences the diet and nutritional status of the Australian community.

Firstly, with the change in technology and job structure in recent years, incidental exercise in leisure and profession has diminished greatly, seeing the increase in professional gymnasium establishments. This, coupled with the increase in high-fat foods has in turn seen an increase in the levels of obesity. In addition, following the Second World War and the abolition of the White Australia policy, religious plurality has developed with the broadening of religious cultural traditions. This has seen the influence of Hinduism, Islam, Buddhism and Judaism who food rules which govern their diet and nutritional levels. For example, with Buddhism and Seventh Day Adventists being vegetarian, they possess a much higher level of nutrition

with “Medical research showing that on average, a lifelong vegetarian visits the hospital 22 per cent less often than an average meat-eater”7 Therefore, with such religious practices, it can be seen that such effects on diet can have very positive effects on the nutritional status of the Australian community. However, this is contrasted with the Muslim belief in abstaining from food and drink during the daylight hours of the month of Ramadan, which is in fact an unhealthy religious practice, negatively influencing the nutritional status of the Australian Community. D Also, many social practices bear huge significance with the food consumed on such an occasion. Tradition, memories and social expectations serve to ground ideas of consuming turkey, ham and pudding at Christmas, fairybread, sausage rolls, lolly bags and cake at children’s birthday parties and sausages, bread and tomato sauce at family barbeques. Such stereotypes remain in many ways true today as people generally appreciate tradition and memories. In addition coffee is seen as a social occasion between friends with social expectations not challenging for change to conventions. As such, with social practices generally promoting the consumption of foods containing high saturated fat, simple carbohydrates, high salt and simple sugars, our diet and nutritional status is negatively influenced. In addition, food, being associated with social occasions is often seen as an opportunity for career or personal advancement, with business lunches, after work drinks and dates being places of alcohol and high salt consumption, given the peanuts and chips. This also promote poor eating and drinking habits which may be transferred to what was historically conceived as a ‘special treat’ may now be considered the norm. Therefore, social practices encourage the consumption of alcohol and foods high in salt, fat, carbohydrate and sugar. Thus it can be argued that with the increase in social practice occasions and the over consumption of the current generation, the obesity problem today is a result of a de-ssensitisation to the principle behind ‘special occasions.’ Therefore, Australia’s religious diversity, exercise patterns and symbolism behind food in representing warm social occasions acts to significantly influence the diet and nutritional status of the Australian community, both positively and negatively. 7 Vegetarian Society, 21st (2000) Century Basic Nutrition, Available at: http://www.vegsoc.org/news/2000/21cv/nutrition.html (18/7/04)

Vegetarian Society, 21st (2000) Century Basic Nutrition, Available at: http://www.vegsoc.org/news/2000/21cv/nutrition.html (18/7/04)

Royal Australian and New Zealand College of Psychiatrists, (2000) Media Releases: Depression Important But Problems Are Many, Available at: http://www.ranzcp.org/pdffiles/mediarel/2000/depression_15.03.00.pdf (18/7/04)

So Natural, 2004, Soy and Heart Disease, Available at: http://www.sonatural.com.au/sonatural.asp?page=main/soy+and+your+health/soy+and+heart+disease (1/7/04)

Dr. Joseph Mercola, (2001), Omega-3 is Essential to the Human Body, Available at: http://www.mercola.com/2001/sep/8/omega_3.htm (8/7/04)

The Fats of Life, 2004, Omega 3 Info Service, Available at: http://www.omega-3info.com/home.htm (1/7/04)

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