Competing Mandates in Recreational Facilities: Profit vs Public Health

Abstract

Health promoting partnerships between the public and private sectors are needed to improve food environments, however they are uncommon. This study investigated the private sector’s perspective of factors that influenced their willingness to partner with municipalities to implement voluntary government nutrition guidelines in recreational facilities. Seven managers from industry who provided food services in recreational facilities participated in semi-structured interviews; five from companies that had implemented nutrition guidelines (adopters), and two that had not (non-adopters). Data were analysed using directed content analysis. All managers perceived that selling healthier foods was unprofitable in the short-term. Adopters, however, perceived that adherence to nutrition guidelines offered potential for long-term gain, and were willing to sacrifice short-term profits to remain on the leading edge of market trends. Other barriers to adherence included limited resources, no training, the complexity of the guidelines, low availability of and demand for compliant products, and competitive pressures. Successful health promoting partnerships between the public and private sectors can be formed when industry perceives potential for long-term financial gain. Widespread uptake of voluntary nutrition guidelines in recreational facilities is unlikely, however, as market mechanisms do not encourage sale of healthier options. Government legislation may therefore be warranted.