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4.3 Identifying structure and stakeholders |
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While there is no single way to identify the most appropriate structure there
are clear lessons that can be learnt from current programs. The key to
developing an appropriate structure is not only to identify and embrace
stakeholders but also examine where these stakeholders fit in supporting the
overall campaign. Whether the structure is one that fits under a private sector
or a government umbrella is less important than the way in which the
structure provides opportunity for support from a range of appropriate
stakeholders.
Identify Stakeholders
The identification of stakeholders requires a systematic approach that looks at
a range of sectors including:
- Produce industry (from Primary Produce to Retailer)
- Non-government organizations
- Government (health, agriculture, education)
- Community
- Education
- Research
Do not worry if members of your initial planning committee or organization
don’t have detailed knowledge of each of these sectors. The first step is to
know where to look and as planning progresses it may be possible to identify
champions in each sector to assist in this process.
Many countries have found that the most effective way is to formalize
stakeholder agreement via the establishment of a Memorandum of
Understanding (MOU). An example of a New Zealand MOU developed by a
group of health, education and industry professionals committed to promoting
fruit and vegetables is included in Appendix 4.
The Produce Industry:
The complexity of the various stakeholder groups is enormous. The Produce
Industry matrix itself is a confusing model to negotiate to determine who the
right stakeholder might be.
Click the image to enlarge.
The answer is to ensure competitiveness is reduced or removed from the
model. If a program is going to align with any one part of the sector, such as
retail, then it should be an open model to allow multiple retailers to
participate. A program linked or limited to one or two partners is one that will
not have the capacity to expand. It is important to highlight the benefits of a
cooperative and coordinated approach within the produce industry. This
approach allows supporters at all levels to take part and to leverage from the
efforts of other bodies participating in the campaign.
Non-government organizations:
Identify non-government organizations (NGOs) with health goals similar to
your own. Established NGOs offer networks into various sectors of the
community that you may wish to target with your campaign messages.
Many countries with successful campaigns/programs develop strong working
relationships with NGOs such as the national Cancer Societies, Heart and
Stroke Foundations and Diabetes organizations. These cooperative
relationships are highly valued as they provide government and community
networks that are receptive to the delivery of campaign health messages.
Government:
Government endorsement is able to add significant value to any program. It
is essential that campaign messages are aligned with Government guidelines
on healthy eating and that activities take into account existing government
policy and activities in this area. Direct involvement on Steering Committees is
a way of ensuring government representatives are kept informed of campaign
progress and activities. It is also appropriate to establish regular
communications with appropriate representatives at both a parliamentary and
a departmental level in order to generate further program support.
Community:
Stakeholders may be identified from influential community groups such as
health organizations, churches and regional and local community groups with
an interest in good health.
Education:
Healthy eating programs in a number of countries target the education sector
to promote fruit and vegetables. In this sector it is advisable to approach the
national Education Ministry / Department for support. It is crucial to ensure
that all resources developed as part of the campaign align with national
education curricula to ensure educators can easily insert the materials into
lesson planning.
Research:
Research organizations are many and varied. Approaching researchers
attached to academic organizations (Universities) is a good place to start.
Non-government and government representatives may be able to provide
advice on health researchers known to them. Internet searches can also offer
broad information on research institutes in a particular country. An online
search of health and related journals may also identify researchers who are
undertaking work in the areas relevant to your campaign activities.
Case Study – New Zealand A good example of a structure that is used by many countries is that adopted by New Zealand. In New Zealand representatives of the produce industry formed a panproduce, non-profit organization called United Fresh NZ Inc. to promote 5+ A Day. The goal of United Fresh is to encourage New Zealanders to eat and enjoy eating five or more servings of fresh fruit and vegetables for health, taste and variety. United Fresh is made up of members of the produce industry: retailers, wholesalers, growers, policy makers, packers and more. It is governed by an elected Executive Committee. In New Zealand United Fresh owns the 5+ A Day brand and program. Members of United Fresh are entitled to use the logo to promote fresh produce. The United Fresh memberships pack including forms and funding structure are included in Appendix 5. The diagram below illustrates how the United Fresh structure operates as the overarching organization, with all parties interested in the promotion of fruit and vegetables falling under its umbrella.  Click the image to enlarge.
Reporting:
Reporting back to your stakeholders cannot be underestimated. Let them
know where their funding is going and the success stories along the way.
Lessons learnt should also be included as no individual or country gets
everything right every time. This is a good way to gain trust.
5+ A Day in New Zealand send out the following information with
membership applications and invoices to existing members:
Case Study – New Zealand
Where does your contribution to 5+ A Day go? 5+ A Day Your generous contribution enables 5+ A Day work to continue promoting the consumption of fresh fruit and vegetables for better health, taste and variety using the following strategies: - New 5+ A Day teaching resources into over 1100 primary schools nationwide
- New 5+ A Day teaching resources into over 1300 early childhood education centers nationwide
- Communication with Food Writers and Health Professionals updating both groups with new resources, scientific information on fruit and vegetables and more
- Media Liaison (including newspapers, magazine, radio and television) via press releases and interviews
- Website development www.5aday.co.nz
- Development of “Fruit and Vegetable Facts” available online providing comprehensive background, points of interest and nutritional values for most fruit available in New Zealand
- Sponsorship of “Cool Kids Cooking” - a children’s show on TV educating and encouraging children to cook with fruit and vegetables
- Sponsorship of Stage Challenge – our link into secondary schools
- 5+ A Day posters now available English, Te Reo and Samoan
- Production of “Fruit, Vegetables and Health”: A Scientific Overview
United Fresh United Fresh works at the policy level with government, non-government groups and industry to give fruit and vegetables a place on all relevant agendas. This work is carried out at both national and international levels via the following organizations and programs: - Management of the Government’s Fruit in Schools program nationwide delivering fruit and vegetables to 60,000 children each school day
- Fruit and Vegetable Alliance (FAVA) – Our Ministry of Health funded role as Secretariat of the National group FAVA
- International Fruit and Vegetable Alliance (IFAVA) – United Fresh has been re-elected as Vice Chair of IFAVA. Currently IFAVA is working with the World Health Organization to strengthen its position globally
- International Federation of Produce Coding (IFPS) – United Fresh are founding members of the IFPS working towards harmonizing Price Look Up Codes and the introduction of Reduced Space Symbology
- Submissions to government on behalf of members on Nutrition, Health and Related Claims, Obesity and Type II Diabetes
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Appendicies
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