The Product Approval Programme

The Vegetarian Product Acceptance Programme is a continuous operational cycle.

Research and development into dietary and nutritional impacts of vegetarianism.
Community set vegetarian education standards.
Product Acceptance Process.

Research and development is the starting point. This provides a basis for setting vegetarian standards, operating a product acceptance process and conducting a consumer education campaign.

Each part of the cycle is a vital element in the successful implementation of this programme.

Future plans for the programme include:

Public Relations

Media releases announcing the launch of the programme and subsequent programme developments.
Articles/recipes in leading magazines.
Articles in the NZ Vegetarian magazine.

Advertising & Promotion

"Approved" trademark educational advertising in magazines.
Corporate members’ advertising in the NZ Vegetarian.
Vegetarian product promotions with supermarket chains.
Vegetarian recipes available in supermarkets featuring "Approved" trademark endorsed products and the NZ Vegetarian Society.

Research, Community Education & Advisory Services

Surveys on consumer eating patterns and analysis of nutritional and dietary impacts of vegetarianism.
Community education in schools and colleges.
Information line to the general public, catering industry and government.

Product Acceptance Programme Charter

Set authoritative standards for vegetarian foods in New Zealand.
Contribute to raising health and environmental standards in the community and reducing cruelty to animals. .
Undertake ongoing research and development into the dietary and nutritional impacts of vegetarianism.
Educate the community on the nature of vegetarianism and its benefits, provide a voice and a focus for spreading the practice of vegetarianism.
Ensure that business practises associated with the Programme always reflect the ethical standards implicit in the vegetarian movement.

The Programme will be effective in meeting its charter only as long as it absolutely upholds the vegetarian standards upon which it is founded.

Summary

Vegetarians and consumers eating less meat represent a growing market.
More and more consumers are considering non-meat options as the motivation to eat less meat continues to rise.
Motives of prime concern include - Health and dietary concerns - Cruelty to animals. - Environmental issues.
The majority of vegetarians/potential vegetarians are female and represent the spending power behind the supermarket dollar.
Consumers find labelling claims confusing and respond well to initiatives such as The National Heart Foundation’s ‘tick’ which help them to determine healthy products