Surrey Curry Club
The Surrey Curry Club was launched in March 2004 as a way of tackling the long-standing problem of excess artificial colours in the popular dish of Chicken Tikka Masala. Trading Standards worked with the industry, and colleagues from Environmental Health, to produce a guidance booklet, which was distributed to all "Indian" restaurants and take aways advising them of trading standards and environmental health requirements, and of the Surrey Curry Club.
Trading Standards then purchased samples of Chicken Tikka Masala from local businesses and those that met the requirements were invited to become members of the Club. All businesses must meet strict terms and conditions including compliance with both trading standards legislation and food hygiene regulations. Resources were drawn from Surrey County Council Trading Standards, Surrey County Council – Sustainable Development directorate, and the industry. The Club was launched in March 2004 and gained local and national media coverage, Claire has also designed a website – www.surreycurryclub.co.uk, and provides all members with a framed certificate, a guide to food law (in 3 languages), table top cards and consumer leaflets.
To date there are now over 40 members proudly displaying their certificates. The work by Claire, her colleagues in trading standards, environmental health and the industry resulted in becoming runners-up for the Brindley Medal and the press team at Surrey County Council were also awarded with Local Authority Press of the Year 2004 both presented by the Trading Standards Institute.
Project Start Date: 2003
Aims and Objectives
For several years Trading Standards Services both nationwide and in Surrey havebeen carrying out analysis of chicken tikka masala to check for excess artificial colours - levels of which are governed by legislation. Excess consumption of such colours may result in health problems. Results indicated that despite advising businesses on numerous occasions levels were not declining and as a result of a conversation with a local restaurant owner who also owned the popular trade magazine – "Spice Business" the idea of a club came about. The aim of the club is to achieve compliance by the trade and raise awareness among consumers of the possible health risks associated with artificial colours.
Organisations Involved
1. Surrey Trading Standards Service
2. Surrey County Council Sustainable Development Directorate
3. Surrey County Council Communications Team
4. Environmental Health Departments across Surrey
5. Spice Business Magazine
6. Kingfisher Beer
Target Audience
Local restaurants and take–aways supplying Indian style food, and local communities.
Methodology
The Department had already identified from previous sampling surveys that prepacked meals from supermarkets complied with the legislation but had discovered that meals sampled from local restaurants and take aways were still incorrect.
Having come up with the idea of forming a membership club Claire first worked with colleagues from Environmental Health to design a booklet explaining the requirements by Trading Standards and Environmental Health. These were distributed to all "Indian" restaurants and take aways in the area together with a letter informing them of the Surrey Curry Club. Claire then worked with staff from the Trading Standards Department to purchase informal samples of chicken tikka masala meals from local premises. The meals were sent off in batches of twenty by courier to the Public Analyst who checked for levels of artificial colours. 58 of the 102 sampled contained excess artificial colour. All businesses were advised of their results and for those who had acceptable levels or no colour in their curries were informed of the opportunity to become a member of the Surrey Curry Club, - membership of which would result in publicity for their business and enable them to show their customers that they were meeting Trading Standards and Environmental Health guidelines.
To become a member, businesses required a Food Standards Inspection by Trading Standards and approval by environmental health officers (these did not need to be joint visits) and also agree to comply with our terms and conditions. (See attachment below). If all aspects of the visits were met and the sample analysed as satisfactory, then the business received a framed certificate, consumer advice leaflets, guidance booklet (multi-lingual) and tabletop cards. Their business were also linked onto the Surrey Curry Club website which Claire had designed.
In March 2004 – approximately six months after the initial booklets were sent out media, local dignitaries and members of the Club were invited to the official launch of the Surrey Curry Club at a local restaurant.
Funding
Total costs have been £18,831 plus officer time of approximately 200 hours.
(This costing included one off set up costs and analysis)
The funding came from:
- Surrey Trading Standards Food Team Budget
- Surrey County Council Sustainable Development Directorate
- Kingfisher Lager.
Recruitment
The initial samples can be obtained informally, therefore officers need not be qualified in food enforcement, however for those businesses that wished to become members qualified trading standards and environmental health officers were needed to visit and inspect
Activities / Sessions
In March 2004 the Surrey Curry Club was launched. The media coverage was extensive beginning with GMTV at 06.30am. Claire had also invited James Martin– the celebrity chef along, to promote the work and explain that chicken tikka masala dishes do not necessarily have to be bright red to taste good.
Since the launch many other restaurants have been enquiring how they too can become members and Claire continues to send out press releases each time a new business comes on board.
The work has been highlighted in the Trading Standards Review, Spice Business Magazine (trade), Masala Magazine (trade) and Menu Magazine (internet), as well as promoted on Surrey’s Mobile Advice Centre. Also a Surrey Curry Club newsletter has been distributed. The website has received over a 1000 hits so far and there are currently over 40 members in the Club.
Other Resources
The following resources are required for a successful launch
Type of Venue:
a) A large prestigious restaurant capable of seating up to 100 if possible (dependent on the number invited)
b) The restaurant displayed two chicken tikka masala meals, one with artificial colours and the other that contained only natural ingredients. These were extensively photographed by the media.
Other Resources:
a) Booklets translated into various languages
b) Consumer leaflets
c) Certificates
Luxury Resources:
a) Good press team (essential to get good coverage)
b) Celebrity Chef (can be quite expensive though)
c) Helpful and knowledgeable restaurateur that is willing to talk to the press
Sustainability
The project intends to go on indefinitely. Now it's been set up the time being spent is approximately ½ day per week by the project leader and 1 day per week (combined) by other officers.
Evaluation
There are to date (Nov 2004), currently over 40 members and over 1000 people have looked at the web pages.
There have also been numerous enquiries from members of the public and other Trading Standards Departments requesting further information. Following further distribution of the "Surrey Curry Clubs -Guide to Food Law" and the newsletter to all Indian restaurants in Surrey, another 30 (to date) traders have expressed an interest to join.
This project is a long-term initiative, attempting to address a long-standing nationally recognised problem. As a result there are no short-term outcome measures (other than looking at sampling data and membership) that will provide a more effective assessment of performance.
The clear added value of this scheme is that it aims to educate both consumers and businesses - thus tackling the problem effectively from all possible perspectives.
Lessons learnt
1. Trading Standards are still perceived by some as enforcers rather than as educators.
2. Some traders did not turn up for the awards presentation, yet after the publicity in the papers, they contacted wanting their certificates. Maybe there should have been some local publicity regarding the club before the launch.
3. Writing letters wasn't enough and follow-up phone calls were needed thus creating extra work.
4. Getting interest and sponsorship from the trade sector was essential; name-dropping seemed to have quite a high impact.
5. Good communication with Environmental Health colleagues is also essential.
6. Always check carefully the wording of press releases – the message can get twisted.
7. Enthusiastic co-ordinator of the whole project is needed.
8. Be aware of possible cultural and communication barriers between officers and businesses.
9. Ensure certificates are designed with their location in mind – i.e. not too garish so they will fit in with the restaurants otherwise they won’t be displayed.
10. Window Stickers have been requested, if budget permits these would be worth considering.
11. Tabletop displays have not been used extensively – may not be worth considering.
12. Although display material is useful for the initial launch – it can be expensive and many of the press were more than happy with just photos of the meals and the restaurant as a background.
Future Developments
- Further inspection and sampling regimes are taking place and are planned for 04/05.
- The local media attention will continue as new members are awarded.
- Surrey Trading Standards are imminently launching a good trader scheme, of which the curry club will be an integral part. Subsequent to this we anticipate rolling out the scheme to other Local Authorities within the SETSA region during 04/05.
- Good working relationships are going to be developed further between Environmental Health, Communications team, the trade and ourselves.
Position: Senior Trading Standards Officer
Address:
Surrey County Council Trading Standards Service,
Area Office 1
Baytree Avenue
Kingston Road
Leatherhead
Surrey
KT22 7SY
Telephone: 01372 371786
Email address: claire.wilman@surreycc.gov.uk
Links
Website - http://www.surreycurryclub.co.ukNewsletter - http://www.surreycurryclub.co.uk
Terms and Conditions - http://www.surreycurryclub.co.uk/terms.