Pomegranates are not the only superfoods. A new ad campaign tells us that everyday fare such as bananas, lean meat and wholegrain bread is every bit as nourishing. Sylvia Thompson reports
Turning fruit and vegetables into cartoon characters has long been used as a marketing device.
However, the characterisation work done on the peas, bananas, lean red meat and wholegrain bread in the zany new radio advertisements launched last week by Safefood, the food safety promotion board, is particularly good.
The advertisements on billboards and buses across the 32 counties are also bright and clever.
But, why does Safefood feel it's necessary to encourage us to eat the foods we already know are healthy?
Dr Cliodhna Foley Nolan, director of public health with Safefood, says the campaign aims to get people back to basics in terms of eating well.
She explains: "There is still an overabundance of highly processed foods, and we need to remind people of the inherent functionality of foods such as fruit and vegetables, lean white and red meat, and unrefined carbohydrate foods such as wholegrain bread, jacket potatoes, brown rice and oatmeal."
As part of its campaign, Safefood is calling these ordinary foods "superfoods". But, what exactly is a superfood?
Foley Nolan admits that it is a loose term. "It is used to identify foods that are nutrient and vitamin-rich and low in fat, and foods such as bananas, peas and pineapples are nature's superfoods," she says.
Safefood is particularly concerned that people are seeking out expensively branded functional foods (eg cholesterol-lowering products) and bypassing the ordinary foods which will, in fact, often do the same job.
"Many vegetables have anti-oxidants and the right balance of minerals and vitamins. We are encouraging people to eat these foods rather than foods which are supplemented and fortified."
Safefood is also keen to encourage people to cook these basic foods in a healthy way rather than opting for their pre-packaged alternatives.
"Lean cuts of meat cooked in a low-fat way are good sources of protein and iron and are often cheaper than the highly processed meats with breadcrumbs added.
"Also you know how much salt, pepper, onion and garlic you add into the cooking when you choose unprocessed foods," she says.
But why is all this basic advice on choosing and cooking healthy foods still necessary?
Foley Nolan says that when people are confused by contradictory nutritional advice, they can give up trying to eat more healthy foods.
"Sometimes, the use of scientific terminology boggles people's minds or they become overly impressed by so-called superfoods and forget the basics of good nutrition.
"For instance, you'll get considerable health gains from simply substituting wholegrain bread for white bread."
Margot Brennan of the Irish Nutrition and Dietetics Association says the campaign is a good one. She says that calling these ordinary foods superfoods is valid.
"Superfoods is a marketing term really. There is no legal definition for it.
"In the past couple of years, the term was attributed to foods such as blueberries and pomegranates which were expensive and out of the reach of most people.
"This campaign is more grounded and gets people to think differently about superfoods."
She adds: "Basically, the campaign is taking a couple of messages from the food pyramid and using them to reinforce the healthy, balanced diet messages.
"People would be far better off making these changes to their diet rather than rushing out to buy vitamin and mineral supplements every autumn and drinking cholesterol-lowering drinks without even having their cholesterol levels checked."
• For more information, visit www.safefoodonline.com or call: 1850 404 567
Ireland's high-fat,low-fibrediet
Fat: On average, saturated fat (from animal protein sources such as meat and dairy products) makes up 14 per cent of people's diets in Ireland. The recommended intake is 11 per cent or less.
Salt: On average, people in Ireland consume 10g of salt per day. The recommended intake is 6g or less.
Fibre: Three out of four people in Ireland don't eat enough fibre.
Fruit and veg: On average, people in Ireland consume three portions of fruit and vegetables per day. The recommended intake is five or more. In Mediterranean countries, the recommended intake of fruit and vegetables is eight or more portions.