CLAIM CHECKS 2005-05-02

Christine Blank

Like the old tree-in-a-forest question: If the federal government issued a health claim for a particular food, would anyone heed it?

Keep listening. The Food and Drug Administration approved the qualified health claim linking olive oil products with a reduction in risk of coronary heart disease late last year -- but the message is only now trickling down to store level.

What was hailed as an affirmation of olive oil's healthy attributes quickly gave way to logistics: How to publicize it in a way that would excite and entice consumers? A number of supermarket chains began including the health claim in their weekly circulars, though most have not yet conducted in-store promotions, displays and education.

Distance and culture have also been a problem. The claim is not yet appearing on most olive oil product labels because manufacturers are located overseas where FDA may not be as well known; likewise, economics dictates companies use up the old labels before printing new ones.

"I have not personally seen the claim appear on products yet," said Marnie Sherno, director of consumer health education for Clemens Family Markets, Kulpsville, Pa. However, Clemens is promoting olive oil as part of an overall healthy diet. During Heart Month in February, for example, Clemens' circular featured information on eating for heart health, along with several products that included olive oil.

One step olive oil makers are taking is placing neck tags on their products to explain the health claim, until labeling can be changed.

Carapelli USA, for example, now has neck tags on its products in many supermarkets, stating: "FDA: Olive Oil is Heart Healthy" with a graphic of a heart on the front. On the back of the tag, Carapelli further explains the health claim and provides a conversion table for replacing butter with olive oil in baking. The company is also promoting the health claim in Sunday freestanding inserts in major metropolitan markets, with a similar message: "FDA Announces Olive Oil Is Heart Healthy." On its Web site, Carapelli includes a link to the FDA rule, so consumers can read about the claim themselves.

Other major manufacturers are including the health claim in their print campaigns and FSIs. "You are going to see it being woven more into their marketing," said Larry Vorpahl, vice president and general manager, grocery products division, Hormel Foods, Austin, Minn., which owns Carapelli.

Meanwhile, certain retailers are starting to incorporate education on the claim in their "heart healthy" area, according to Vorpahl. "Instead of focusing on dieting, it's more about the new Food Guide, having certain things like whole grains in your diet along with olive oil," he said.

Italian food products, which include olive oil, are in for a boost after months of being declared off limits by low-carb diet plans. Packaged Facts, New York, recently predicted that, with the government urging people to eat more whole grains, and manufacturers introducing new products, the Italian food market will grow.

"With low carb quieting down, and people going back to pasta, it is a nice tie-in for olive oil," said Bob Bauer, president of the North American Olive Oil Association.

Pass the cruet, please.