Heartbeat Award
Introduction
For the last 5-6 years the Borough Council has been working jointly with key partners, particularly the local NHS Trusts and the PCTs, to address health issues locally, such as coronary heart disease (CHD) and obesity.
Three years ago, Dorset Health Authority successfully applied for Government funding to undertake a number of health promotion projects, including food projects, and Environmental Health was the recipient of ring fenced budget to develop two specific projects:- Fruit in primary schools
- Healthy options in restaurants
Project concept
This is a local variant of the Heartbeat Award for catering outlets in the Bournemouth area. Premises are assessed using set hygiene, healthy menu choice and no smoking criteria.
Partnership organisations
Bournemouth Borough Council (Environmental Health Services)
Poole Primary Care Trust (PCT)
Purpose & Objectives
The overall aim of the scheme was to:
"Increase the choice of healthy dishes available to the people of Bournemouth when they eat out".
Objectives are to:
- increase consumer choice
- offer healthy choices in as many outlets as possible
- grow the scheme so that the logo becomes universally recognisable throughout Bournemouth
- enable people to eat in a ‘clean’ environment (i.e. smoke free)
- encourage as many outlets as possible to apply for the award.
Target audience
The target group for this project is diverse.
Methodology
A working group was set up to develop the criteria for the award. The Award Scheme, in its current form, has been running for three years, with ten-twelve food outlets in the Bournemouth Borough Council area now holding an award.
The main drivers of the Heartbeat project are the District EHO and Community Dieticians.
The scheme is promoted by local EHOs to catering premises attaining Food Hygiene Regulations standards which are a pre-requisite for achieving the Heartbeat Award.
Project activity
An adaptation of the HEA’s original Heartbeat Award, the Bournemouth Heartbeat Award Scheme operates on three different levels: Bronze, Silver, Gold. Criteria are set for each award, and these are illustrated in the Table below.
Table 6 Bournemouth Heartbeat Award Criteria
| Criteria | Bronze | Silver | Gold |
| "Healthy" menu options | >35% | >40% | >50% |
| Trained food handling staff | >35% | >70% | 100% |
| Non-smoking dining areas | >35% | >70% | 100% |
The process of attaining the Bournemouth Heartbeat Award involves a series of steps:
- Interested catering outlets apply to the Council
- Premises are inspected by EHOs to ensure Food Hygiene standards are met
- Menus are submitted and assessed by the Community Dietician against set nutrition criteria
- The dietician and EHO meet the catering manager to discuss the results
- If the award is given, stickers and other promotional items are distributed to the catering outlet.
- The award is valid for 12 months, after which re-application must be sought.
Funding/timing
A ring-fenced budget (£50,000 over 3 years) from the Health Authority covered set up costs, including the development of promotional materials (e.g. posters, leaflets, door stickers, flyers, certificates). There are believed to be no further on-costs to run the Scheme other than the time of EHO’s to carry out Heartbeat Award visits to catering establishments.
Barriers
The Catering Manager of Littledown Leisure Centre was initially concerned about perceived loss of income from making changes to the menu; not offering the traditional, high selling items such as cheese and chips; and how menu changes would be perceived by customers. Her approach was to make small changes to cooking methods and to increase healthy choices, without drawing attention to these changes.
The Principal EHO commented that hotels invited to consider the Heartbeat Award were particularly resistant to change because of similar concerns about potential loss of income and their traditional use of cooking methods involving high fat items (e.g. cream) which are so entrenched in the catering industry.
However, he countered this by saying that catering managers are positive about the scheme if:
- they are progressive in their outlook, particularly in relation to healthy eating
- They are confident in their food hygiene standard
- they understand that the scheme will not affect their profit margin.
Evaluation
No formal evaluation of the Bournemouth Heartbeat Award exists. Although only 10 –12 establishments currently hold the Award the lead EHO perceived the Scheme to be popular because catering managers re-apply for the Award each year.
Perceived positive outcomes included:
- Increased profit over the each 12 months, since healthy choices are popular involving principally, a reduced cheese order which has increased profitability
- Secondary spend has increased because people remain in the centre longer
- Sales in the drinks machines had reduced by 25% since free water fountains were introduced.
Sustainability
All respondents were positive about the future of the Scheme. They felt it would grow and attract more establishments to apply for the Heartbeat Award.
Specifically respondents said:
- The scheme could be more effectively promoted through the Bournemouth Health Network (a partnership between the Council, University and the PCT)
- Spot checks could be introduced to deal with quality assurance issues connected with the Scheme
- Promotion of the Scheme to EHOs to enable them to sell the Scheme during their statutory visits to premises
- Marketing plans are being drawn up at Littledown Leisure Centre to promote the award more widely throughout the complex. The Catering Manager may consider highlighting healthy options to help customers select healthier choices and raise awareness of the Scheme in general.
Lessons Learnt
Be open-minded and willing to change. Talk to customers about what they want, and engage them in the process. Be willing to compromise, to minimise impact on profitability.
Suggestions for improvements must be viable and practical. A structured evaluation plan needs to be developed for the project to assist individual outlets with measures of success e.g. formal tracking of sales of healthy options. Allow enough time to visit premises and talk to key drivers for the scheme. Consider a marketing plan for the scheme to gain maximum uptake.
Contacts
Contact: Brian Utting,
Job title: Principal Environmental Health Officer (EHO),
Address: Environmental and Consumer Services,
Bournemouth Borough Council,
Town Hall,
St. Stephen’s Road,
Bournemouth,
BH2 6LL.
Tel: 01202 454784;
Email: brian.utting@bournemouth.gov.uk