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ViviSmart, alliance for health

LiveSmart, Feed, Move and Live Better. This is the project presented today by Coop Italia in synergy with the Ministry of Health, as well as the Barilla and Danone groups and their foundations. (1)

An education project to good living, which is rooted in the culture of prevention. Health begins at the table, with good eating habits consistent with the model of the Mediterranean food pyramid. And it cannot be separated from regular exercise.

ViviSmart aims to improve the living conditions of the Italian population, starting from school age. With a pragmatic approach - hence the acronym Smart, Specific Measurable Achievable Realistic Timely - which therefore starts from a pilot project.

It starts in Milan, Genoa, Parma, Bari. With a public-private synergy that is aimed at 2,5 million citizens of all ages and is divided into several presidia:

- 25 family doctors support 100 families with nutritional counseling activities,

- 16 schools, 64 classes, 1500 children receive ad hoc education programs,

16 points of sale Coop Italia are equipped with special totems where visual information and animated physical interactions are offered,

a website, www.progettovivismart.it, an App, i social networks. In the spirit ofedutainmentEducations ed Entertainment, logical and playful tools at the same time, to educate without boredom.

The pilot project begins on 30 September 2017 - after two years of work, started on the occasion of Expo Milano - and lasts for a year. In May 2018, the results will be measured in view of possible corrections and further development. At national and international level, the top management of Danone, Barilla and Coop confirm. The latter has already attracted the interest of the French allies of the Leclerc group on this initiative.

The Minister of Health, Beatrice Lorenzin; Cyrille Auguste, managing director of Danone Italia; Francesco Del Porto, president of Barilla Italy; Marco Pedroni, president of Coop Italia.

Minister Beatrice Lorenzin pauses on the pioneering role of Italy in a synergy that supports the private giants of distribution and industry with the Department of Health and general practitioners. To which, according to the polls, citizens entrust the first requests on nutrition.

Marco Pedroni, President of Coop Italia, focuses on the concept of the common good. ViviSmart has no commercial implications, instead it responds to Coop's ethical values ​​and pursues public health objectives. Attention will therefore also be paid to those segments of the population who, due to income, education and geographical location, have more difficulties in accessing a healthy diet and lifestyle.

Giuseppe Ruocco - general director of the Ministry of Health which has always been involved in health prevention - highlights the centrality of the diet-health link. That's not just the basis of the Gain Health protocol, but also in the center of the WHO commitments. (2) Malnutrition must be tackled on a global level in all its expressions, from deficiency (of nutrients and / or trace elements) to imbalance, up to excess.

Salvatore Castiglione, president of the Danone foundation which has been operating in Italy for 26 years, illustrates the path of edutainment. Which starts from water, the first element of our body, ed it is therefore good not to replace with soft drinks. To then go up the food pyramid and therefore fruit, vegetables, cereals, dairy products. Without forgetting the meats, which in turn fit into the context of the balanced Mediterranean diet.

With the best wishes for an excellent success of the project, and its wider development!

Dario Dongo


(1) We start with the ABCD, Alleanza Barilla Coop Danone. Hoping to reap stakes in order to reach Z (Zara pasta or Zanetti coffee?)

(2) The decade of nutrition 2016-2025 has been declared by the UN as an indispensable need for the public health of the world population. See http://www.foodagriculturerequirements.com/category/approfondimenti/‘food-product-improvement’-criteri-nutrizionali-e-‘marketing’-come-affrontare-la-crescente-epidemia-di-obesità-e-diabete

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Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT - Food Times) and Égalité.

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