This endorsement goes beyond a ‘Front of Pack Label’, explains the Heart Foundation’s Libby Garnett.

The Heart Foundation Tick Programme was established in 1996 and is the longest standing and most recognised voluntary front-of-pack food-labelling programme in New Zealand.

The Tick provides an independent, reliable endorsement for consumers and in today’s competitive environment where supermarket aisles are filled with an array of colours, brands and imagery, it provides reassuring consistency.

However the Tick is much more than just a recognised and trusted front-of-pack label for consumers. The main goal of the Tick is to improve the nutrition profile of New Zealand’s food supply in accordance with the nutritional policies set by the Ministry of Health, through reducing saturated fat, sodium and energy and increasing positive nutrients such as fibre and calcium.

Libby Garnett says: “Our licensees on the Tick programme are as committed as we are to improving the nutritional profile of New Zealand’s food supply. Currently there are 59 licensees ranging from large multinational companies right through to small businesses. One small business success story with the Tick is 100% Nutz. Since becoming a licensee on the Tick programme in 2010 they have taken up every opportunity to engage with us in resource production as well as events such as the 2010 NZ Food Awards where they won the Healthy Choice category award.”

Paul Jolly, 100% Nutz company director, says: “The Tick is more than just a symbol. There’s a team of people behind it, promoting it and supporting users like me to create brand awareness. The Tick offers opportunities for us to market and educate consumers on our product. It has added massive value to our brand. Consumers shop by recognition of the Tick, which has really helped us grow our business.”

Garnett explains: “The Tick team has a collaborative working relationship with licensees and their contribution to the programme is valuable. We actively engage with our licensees through resource development, Tick Talk e-newsletter, and Facebook, as well as at special events such as the Auckland Food Show. We also work closely with our licensees and other manufacturers in setting our Tick nutrient criteria. A positive working relationship with our licensees, as well as food manufacturers enables nutrient targets to continuously be improved whilst ensuring they are achievable. This ensures our aim to improve the nutrient profile of New Zealand’s food supply is realistic for our licensees in addition to providing health benefits to consumers.”

Over 1100 products carry the Tick

Garnett explains: “The Tick is proud to have 58 food and beverage categories with over 1100 products on the programme and we are continually growing our range. Foodstuffs currently have over 120 of their Pams product range labelled with the Tick and are expanding their Pams Fresh Express range, which includes their Fresh produce range.”

Nadia Shepherd, brand manager for Foodstuffs Own Brands, says: “We have been displaying the Tick for a number of years on our products, as the device is highly recognised by our consumers. We strongly believe it adds value to our products, indicating the benefits associated with them.”

Garnett says: “Our Tick Club has a strong following of over 30,000 members who are committed to making healthier choices within their lives. We send regular communications to our members via our Tick Talk e-newsletter, which features our latest Tick products, recipes, resources and nutrition articles from our Tick dietician, Rebecca McLean. The Tick Talk e-newsletter is also a fantastic opportunity where licensees can promote their brand as well as educate consumers on their product range.”

Free resources

Tick resources are available free of charge to consumers and health professionals via the Heart Foundation website heartfoundation.org.nz.

Garnett explains: “Currently we produce two resources: the Tick Recipe Guide and the Tick Shopping Guide. The Tick Recipe Guide is produced twice a year, with summer and winter editions. It provides a great opportunity for our licensees to showcase their recipes and promote their brands in the publication. In 2011 we printed over 45,000 copies of the Tick Recipe Guide for consumers to make healthier meals for themselves and their family. Our latest Tick Recipe Guide ‘Summer Selections’ showcases a great range of summer salads, BBQ and dessert ideas complete with cost per serve and nutrient information (recipe images on pg 25-26 are from this edition). The Tick Shopping Guide is another useful resource and lists all of our Tick products which are available in the supermarket. The Tick Shopping Guide is updated twice a year with new Tick products.”

Garnett adds: “A recent survey conducted in December 2011 showed that over 60% of our Tick Club members who engage with our resources find them useful.”

Feedback from members included: “The Tick Shopping Guide is an excellent and informative resource”; “I trust the products that are listed”; “All recipes [in the Tick Recipe Guide] are wonderful and I try to make as many as I can”.

The Heart Foundation Tick programme is committed to fostering and developing new licensee relationships to ensure improvements in the nutritional profile of New Zealand’s food supply are continually developed. To find out how to become a licensee contact the Tick team on (09) 526 0895.