PARTICIPATION Supervalu Kids in Action Programme Returns

New research shows early intervention is vital and fitness is as important as weight loss in fight to keep Irish children healthy

SuperValu, Ireland’s leading independent supermarket network today launched
The SuperValu Kids in Action Programme 2008, a multi-layered programme designed to get Irish primary school children more involved in sports and active play.

The first part of the SuperValu Kids in Action initiative for 2008 is in-depth research, which was commissioned by SuperValu and undertaken by Dr Conor O’Brien of the Royal College of Surgeons in Ireland.  The research examined two groups of teenage boys, one cohort of which engaged in regular, formal exercise. The other of which was not engaged in formal exercise.

Speaking about the findings, Dr O’Brien said; “One of the most important findings within the study demonstrates the absolute importance of increased levels of physical activity and fitness, irrespective of being considered overweight or recording a high Body Mass Index (BMI) reading. Effectively this means that being fit and active, independent of weight, can reduce the propensity towards obesity and offers protection against diseases associated with obesity, namely heart disease and type 2 Diabetes.  Activity is a key factor in the fight against obesity and early disease development and being active from an early age, is one of the most important things that a child can do to promote better health, in addition to physical and emotional development. That is why there is an onus on us all to encourage active play from early childhood.”

The research is one of a number of different initiatives being carried out as part of SuperValu’s Kids in Action Programme, involving expert partners including the Irish Sports Council (ISC) and the Irish Nutrition and Dietetic Institute.  All initiatives are aimed at increasing physical activity levels amongst the 5 – 12 year old age group and encouraging them and their parents to take a fresh look at nutrition and their daily diets.

SuperValu Kids in Action grew out of Buntْs, a programme run by the Irish Sports Council and sponsored by SuperValu since 2004, where Local Sports Partnerships work with Primary Schools to encourage children to participate in and enjoy sport, from an early age, helping them form good activity habits at a young age, which will benefit them in later life.
 

The full activity details for the SuperValu Kids in Action programme for 2008 are as follows:
 Extensive research into the eating and activity patterns of young people, undertaken by Dr Conor O’Brien, Royal College of Surgeons
 Sponsorship of the Irish Sports Council’s Buntْs programme - a primary School programme which aims to empower teachers to become more involved in teaching PE, which in turn provides a quality introduction to sports and physical activity for all primary school pupils
 A significant nutrition education programme, which will provide primary schools who participate in the Kids in Action programme with access to expert nutritionists from the Irish Nutrition and Dietetic Institute (INDI).
 This is being further supported by drops of fresh fruit to schools around the country, by the SuperValu retail network.
 An in-store collector scheme for sports equipment for primary schools, where the equipment is designed to be used to support the Irish Sports Council’s Buntْs programme

In terms of the research aspect of the SuperValu Kids in Action programme, Dr O’Brien continued; “It must be stressed that it is the combination of regular physical activity and increased fitness levels, together with a healthy diet and maintaining a healthy weight, that significantly reduce the risks associated with being overweight.”

Formal V Non Formal Exercisers
The study concluded that the Body Mass Index (BMI) of the non-formal exercisers was in the overweight range at 25.6 (normal range 20- 25) and that the body fat percentage of this group was also elevated at 18.8% (predicted normal value for this group is 15%).

These figures compare unfavourably to the group involved in formal, regular exercise that had an average BMI of 19.2 and a body fat percentage of 15.5%.

Abdominal adiposity*; which is directly related to future disease development such as heart disease, was also reduced in the formal exercising group in comparison to the non exercising group (9.7% v 18.8%).

Recommendations
Having examined numerous studies on the issue of childhood health and having concluded his own work, Dr O’Brien has made a number of key recommendations in relation to young people:

• Empower and facilitate young people in taking responsibility for their own current and future health
• Encourage and facilitate good behavioural habits early in life in the areas of active play and healthy eating – early intervention at childhood is vital
• Both children and teens are strongly encouraged to engage in regular physical activity because of the known health benefits – regardless of whether that activity results in weight loss
• Promote specific, tangible weekly exercise end points for children and teens i.e.
o 2,500 calories of exercise a week to maintain a healthy weight
o 3,500 calories of exercise a week to reduce weight
• Promote and increase formal activity or exercise times in the school curriculum; as this appears to have a specific effect on the risk factors
• Monitor and increase the level of aerobic fitness in all school children
• Monitor, not only BMI but also Body Fat percentage in teen children
• Control daily calorie intake to approximately 2,000 calories amongst teens (subject to health / activity levels)

Teens were selected for the study as it was identified that there was a need to examine the effects of physical activity and fitness on children, as they get older. The evidence amongst teens clearly demonstrates the health benefits associated with being physically active, from an early age.  

The second strand of the programme is the launch of the SuperValu Kids in Action in-store collector scheme for sports equipment for primary schools.  The equipment has been specially selected to build-on the Irish Sports Council’s Buntْs programe.  SuperValu shoppers are awarded one token for every €10 spent, with double tokens provided on all purchases of fresh fruit and veg over €10.

The third strand of the programme is a link with the Irish Nutrition and Dietetic Institute (INDI). The INDI will be providing Nutritionists to visit primary schools that participate in the SuperValu Kids in Action programme, to raise awareness of healthy eating options and encourage children to consider a healthy, balanced diet.  And finally, SuperValu will be continuing to work with the Irish Sports Council to support its Buntْs programme.

Ray Kelly, Marketing Director of SuperValu said; “We are very grateful to Dr. O’Brien for all his work on the research around this programme.  With our SuperValu Kids in Action programme and our involvement with Buntْs, we are singularly focussed on getting kids at primary school level involved in sports and active play and this research tells us that, together with our partners, we have taken exactly the right approach.  This programme is not about developing elite athletes, it is about ensuring a healthier future for all children.  Therefore it is vital that we play our role in helping children make healthier choices, whether that is with the food they eat or the activity they undertake.  SuperValu retailers are focussed on building vibrant local communities and Kids in Action provides them and their shoppers with the opportunity to support local primary schools via a programme that benefits young people in both the short and long-term.”

The Kids in Action programme is run in association with The Irish Sports Council and CEO, John Treacy, who was speaking at the launch, said that the importance of ensuring that children become involved in physical activity as early as possible, could not be overestimated.

"There is no argument about the health benefits of physical activity, further underlined by Dr O'Brien's research. The Irish Sports Council wants to ensure that every child has the opportunity to take part in sport and physical activity, promoting a lifelong involvement in sport.

“We have worked successfully with SuperValu, as the sponsor of our Buntْs programme and with the subsequent development of the Kids in Action programme, and welcome their ongoing commitment to the promotion of healthy lifestyles for young people". 
 
Minister of State at the Departments of Health and Children and Education and Science, with a special responsibility for Children, Brendan Smith TD, officially launched the programme for 2008, which was supported by Irish sports stars including Katie Taylor; Ben & Gerry O’Connor; Mick Galwey; Fionnuala Britton and Joanne Cuddihy.*

In 2006 and 2007, over 80% of primary schools took part in the SuperValu Kids in Action programme and since the initiative was launched over €2.3 million worth of free sports and active play equipment has been distributed to primary schools nationwide.  The SuperValu Kids in Action Programme 2008 runs from 7th January to 16th March.  Further information is available on www.supervalu.ie or by calling freefone 1800 242 648.

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