Eatwell in Sandwell began in 2004.  It is run by Sandwell Primary Care Trust’s food team, with the help of various partners. 

The campaign covers the four phases of the life-changing decision to eat more healthily:

• Presenting a persuasive argument and helping people to find out more about why eating better food is so important for them and their families
• Promoting the desire to eat well, through events, editorial, advertising and promotions
• Making sure everyone is able to buy healthy foods, especially fresh fruit and vegetables, from their local grocery stores – and that caterers in the Borough provide a nutritionally balanced menu
• Supporting people while they make the change, with advice and opportunities to meet others who are going through the same process

Recognition

Eatwell in Sandwell is an award-winning venture that has not only gained public acclaim, but has also attracted interest from health professionals, Government organisations, local and national media.   

• In December 2004, it came first in the sustainable development category of the prestigious Health Service Journal annual awards.
• Channel 4 sent a news team to film at Salop Drive market garden and to record the Food Interest Group meeting at the Smart B’yte Café.
• Policy makers close to home have been keen to hear about the programme.  This has meant slots at the West Midlands Public Health Conference (2005) and the Birmingham College of Food, Tourism and Creative Studies (2006).
• Further afield, Eatwell has featured at the UK Public Health Association’s annual Public Health Forum (2004); the Centre for Local Economic Strategies conference on Food & Regeneration, London (2004); the Healthy Communities Collaborative Conference, Blackpool (2004) and Alton Towers (2005); the Retail Enterprise Network event, Manchester (2005); the British Association of Community Child Health Annual Scientific Meeting, Reading (2005) and the American Planning Association’s annual conference in Texas (2006).
• The London Development Agency has made fact-finding visits to Sandwell and the London Food Commission has used shared learning from the Eatwell experience for food-mapping in the capital.
• Eatwell in Sandwell has benefited from extensive local press and radio coverage and appeared in the Express & Star’s health supplement (2005).