Jamie town still in healthy food battle

ROTHERHAM: A crackdown on fatty foods and energy drinks has been drawn up to tackle an obesity crisis in a Yorkshire town which was targeted more than a decade ago by celebrity chef Jamie Oliver.

The report by Rotherham Council comes 14 years after the television chef launched the healthy eating campaign.

A CRACKDOWN on fatty foods and energy drinks has been drawn up to tackle an obesity crisis in a Yorkshire town which was targeted more than a decade ago in a high-profile campaign by celebrity chef Jamie Oliver.

The report by Rotherham Council comes 14 years after the television chef launched the campaign to help children in the town to eat healthily.

A report to the authority revealed that 36 per cent of 11-year-olds in the borough and two-thirds of adults are now overweight or obese.

The council has formally signed and adopted a declaration which outlines how it will tackle the issue in January, joining other local authorities including York, Leeds and Kirklees.

At a meeting of Rotherham’s health select committee, members will hear a report outlining details of how this will be done.

If agreed, the council will urge Rotherham’s fast food outlets to offer healthier options, making it harder for unhealthy food to be advertised to children and halting shops selling energy drinks to youngsters.

Under the plans, exercise will be encouraged through the council promoting walking and cycling, and it will also review the food and drink on offer in public buildings and at public events, to ensure healthier options are on offer.

The report to the board states: “The reason for bringing this to health select commission is to help build momentum, as well as help identify and work with new stakeholders in developing actions against the commitments from within and outside the council.

“Unhealthy weight (overweight and obesity) is a serious public health problem that increases disability, disease and death and has substantial long-term economic, wellbeing and social costs.”

Research by the council has revealed that 25.5 per cent of four to five-year-olds and 36.1 per cent of 10 and 11-year-olds are overweight or obese, compared with 22.4 per cent and 34.3 per cent for the national average.

Nearly two-thirds of adults in the Rotherham aged over 18 are now overweight or obese at 62.7 per cent, which is similar to the average for England of 62 per cent.

The report added: “Rotherham has also been the target for media interest over several years in relation to obesity.

“To address these challenges and ensure obesity remains a priority locally, a proposed ‘Healthy Weight For All’ plan has been presented to the health and wellbeing board, and is currently being developed.”

In 2006, Mr Oliver launched the campaign to promote a healthier diet for young people in Rotherham, although some parents responded by taking lunchtime fast food orders for pupils at school.

Unhealthy weight is a serious public health problem.

A Rotherham Council report 14 years after a healthy eating campaign by Jamie Oliver.