It’s already been an interesting year in the food and nutrition space. It’s less than halfway through, but food makers and food marketers are awaiting the fall-out from monumental changes in policy, industry, consumer behavior and research.

The year began with the unveiling of the 2010 Dietary Guidelines, which provide a solid foundation upon which all Americans should base their diets. Although the obesity epidemic has been front and center in the media for several years, these much anticipated Dietary Guidelines mark the first time that emphasis is actually placed on eating less. Two key concepts are the cornerstone of the guidelines: maintain calorie balance over time to achieve and sustain a healthy weight and focus on consuming nutrient-dense foods and beverages. By encouraging Americans to “enjoy your food, but eat less,” the government has changed the paradigm.

At the end of April, an Interagency Working Group made up of representatives from the FTC, FDA, USDA and the CDC released new suggested guidelines on how the food industry can market products to children. The new proposal (which is suggested to strengthen existing voluntary guidelines established in 2005) calls on the food industry to improve the nutritional quality of foods it markets directly to kids ages 2 to 17 years old. Although the proposed changes are currently under review, and even if implemented would remain voluntary, it will be interesting to see how the industry responds – and even more interesting to see if there is an ultimate impact on the health of children in the U.S.

Of course the food industry, itself, continues to evolve. New trends this year include revising sodium levels (to meet recommendations laid out in the Dietary Guidelines) and home cooking, which remains a trend as the economic environment, combined with a focus on natural, local and whole ingredients, continues. There is also an increased focus on functional foods - especially foods that provide function naturally. If you haven’t already, there’s no doubt you’ll soon see these trends heavily leveraged in ad campaigns and on-pack messaging.

Time will tell what, if any, impact shifts in advertising and marketing to children might have. And there is no doubt that everyone would do well to heed the advice laid out within the Dietary Guidelines; doing so would create a healthier nation, one individual at a time. The solution, however, must ultimately come from everyone in our food system. From restaurants and schools to farmers and grocery stores to food producers and marketers – and consumers themselves - everyone must work together to bring about change. Only with full collaboration will the nation ultimately become healthier…and slimmer.

--Peggy O’Shea-Kochenbach, Vice President