This month, the UK government announced its ‘responsibility deal’ to encourage healthier lifestyles in England. More than 170 companies have put their names to a series of pledges covering physical activity, alcohol, health at work and food. There were a total of 19 core pledges agreed, such as the introduction of calorie counts on menus in cafés and restaurants like McDonald’s and KFC. Seven major supermarkets and a number of drink manufacturers have promised to increase the proportion of drinks with alcohol labelling from 15% to 80% by the end of 2013. Other employers, including Mars and Unilever, pledged to share their expertise in managing workplace health with small companies.
One company promising to contribute to the initiative is the drinks company Diageo, which has agreed to fund the training of 10,000 midwives who offer advice about the dangers of alcohol during pregnancy. Diageo’s brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, José Cuervo, Tanqueray and Guinness. Diageo describes itself as “the world’s leading premium drinks business”. Ironically, one of its core products, Guinness, was once widely regarded as a good source of iron, useful during pregnancy or when breastfeeding.
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