Borderless Nutrition

Trends, hot topics and observations from nutrition experts around the globe…

In today’s hyper-connected world, regional and global borders are coming down. They are crumbling especially fast in food. Ketchum Borderless Nutrition is a community of nutrition experts around the world who share their local perspective with a global audience.

With over 100 offices in more than 65 offices around the world, Ketchum’s Global Food & Beverage Practice will crowdsource and share insights monthly from the Ketchum Borderless Nutrition Community. To join the Community, subscribe to the newsletter. You are welcome to subscribe without sharing your perspective – but we hope that you will read as well as contribute.

In our inaugural issue, we asked the same questions to nutrition professionals in five countries: US, Canada, UK, Netherlands and Australia. While we can’t draw large conclusions from these responses, there’s no doubt there are fascinating commonalities and differences around the world today when it comes to nutrition.

What nutrition topic received the most coverage/chatter in the last month?
US: The American Academy of Pediatrics recommendations about not talking to kids about weight and dieting.
Canada: Topics around school nutrition – how to make healthy lunches, food shaming (by both teachers and other students), allergens.
UK: How sugar is the enemy and fat isn’t.
Netherlands: Research supporting sugar as the biggest factor in heart disease, not fat.
Australia: A celebrity chef with large social following that advocates for a paleo diet said dairy is bad for bone health and to avoid it.

What food or ingredient is everyone talking about now?
US: Pumpkin – tis the season!
Canada: I get asked regularly how skyr compares to Greek yogurt. Still lots of talk about gluten-free as well.
UK: Seaweed, chia, quinoa in crackers, pasta.
Netherlands: Super foods like goji berries, matcha tea, different types of nuts. Vegetarian meals for non-vegetarians (Meatless Monday).
Australia: Probiotic-rich foods and beverages, coconut-based products, poke bowls.

What nutrition topic are consumers most concerned about?
US: Sugar
Canada: Where food comes from and how it is manufactured.
UK: How to reduce sugar intake.
Netherlands: There is little trust in food. Weight is not a concern – everyone bikes!
Australia: Should gluten and dairy be avoided.

What is the latest buzzword in nutrition? 
US: Clean eating
Canada: Clean eating
UK: Sugar free
Netherlands: Organic/biologic
Australia: Cleanses – which are promoted as being able to “reset” your body. Also “sugar free” – which appears on packaged products that are filled with rice malt syrup, and other non-sucrose based sugars.

What is the biggest challenge that nutrition professionals face today?
US: There are so many non-experts running online programs and popular blogs that nutrition pros must compete with.
Canada: Having to compete with non-credentialed nutrition professionals. Dietitians are no longer seen as the most trusted nutrition experts by the public, with many people now turning to unregulated holistic nutritionists, homeopaths, personal trainers, etc. for their nutrition information.
UK: Differentiating dietitians and the many areas we work in and the impact we can have – we have a “Trust a Dietitian” campaign.
Netherlands: Showing the meaning and value of the dietitian credential. There are about 3,000 dietitians in the Netherlands (by comparison, there are 25,000 physical therapists).
Australia: Coming up against wellness bloggers and celebrity chefs who are being utilized by the media as experts thanks to their large online followings.

What most excites you about being a nutrition professional today?
US: The body positivity movement and the idea that people can feel good about taking care of themselves without fearing food.
Canada: That nutrition has become a “hot” topic for the public, so there is no shortage of people to share information with! Everyone you talk to is excited when they hear you’re in the field of nutrition.
UK: I am so lucky to be in a profession where I can change careers and not my profession.
Netherlands: The dynamic world of food and nutrition keeps me motivated and excited.
Australia: Given the growing interest and understanding of the important role nutrition plays in a number of health and lifestyle related conditions, the opportunities have never been greater to branch out into a variety of industries and weave in our nutritional knowledge to really have a huge impact on society as a whole.

We hope you enjoyed reading the inaugural issue and find the Ketchum Borderless Nutrition Community valuable!

If you have any questions or would like to subscribe, email us at BorderlessNutrition@ketchum.com

 

About Jaime Schwartz

Jaime Schwartz Cohen MS, RD, is SVP, Director of Nutrition, based in Ketchum’s New York office. When she’s not consuming food and nutrition news, she’s practicing portion control to satisfy her sweet tooth and finding balance with running and yoga. Jaime was a 2014 Ketchum Global Scholar, spending time with London, Amsterdam and Brussels colleagues and continues to support Ketchum teams around the world. In 2016, she launched Ketchum's Borderless Nutrition News, an e-newsletter reporting on insights and observations from the global nutrition community.