KINGSTON, Jamaica (JIS) — Minister of Health, Dr Christopher Tufton, has commended National Baking Company for responding to the need to reduce non-communicable diseases (NCDs) among Jamaicans through its ‘Balance Your Life’ campaign.

The initiative, which was launched yesterday at The Jamaica Pegasus hotel in New Kingston, will provide consumers with information on how to make healthy consumption choices to suit their lifestyle.

This is based on the understanding that some products can contribute to health issues such as NCDs. “I thank National and wish you all the best with this campaign,” Tufton said in an interview with JIS News at the launch.

“Let us start with our own health and make better lifestyle choices that will give us more moments and more memories with our families and friends,” he added.

Balance Your Life is the National Baking Company’s response to changing consumer preferences and the Government’s focus on promoting healthier lifestyle.

It is being positioned as a choice campaign, with the focus placed on educating consumers on how they can make wise decisions regarding their diets and how to incorporate wellness in their everyday life. The campaign rests on four pillars — eat, move, play and rest.

Dr Tufton said the campaign complements the series of programmes and initiatives that the ministry has employed to encourage healthy living.

“It is imperative that we get Jamaicans to choose healthier lifestyle practices. The establishment of the National Food Industry Task Force (NFITF) in March is a singularly critical development aimed at garnering the support of the food sector in helping to combat nutrition-related diseases,” he said.

He noted that the taskforce is specifically focused on activities related to product reformulation, food labelling, marketing, advocacy and communication, adding that a national stakeholder consultation has already begun.

The minister urged all Jamaicans to join the move towards NCD prevention as the Government seeks to lower the incidence of untimely deaths due to chronic conditions by 25 per cent, by 2025. National Baking Company’s Chairman and Chief Executive Officer, Butch Hendrickson, said, in addition to providing clear labelling on its products, the company has reduced the sugar content in some of its breads by 33 per cent.

He pledged that the team will continue to look at healthier options and provide consumers with information so that they can make wise choices.