FRAMEWORK AND STRATEGY

Tailored Nutrition for Age is an integrated health promotion campaign aimed at raising public awareness on healthy aging, educating the public on the importance of nutrition for physical mobility, heart health and cognitive health, equipping and empowering the adult and senior population to enjoy healthy aging through the development of healthy lifestyles by choosing wisely on a nutritious diet, dairy intake habit, and regular exercise.

To realize our goals the company works closely with its professional stakeholders to set the foundation for the campaign. The support of the Hong Kong Nutrition Association in conducting the Hong Kong Mid-aged and Senior Population Nutrition Survey provided a better understanding on the nutrition intake pattern of Hong Kong’s adult and senior population. The company also works closely with the Hong Kong Geriatrics Society, the Hong Kong College of Gerontology Nursing and the Hong Kong Nutrition Association to host the HCP symposium for local HCP such as General Practitioners, Geriatrics specialists, dietitians and nurses which led to the introduction of a new healthcare concept of Tailored Nutrition for Age. In addition to these, FrieslandCampina also partners with the Fitness Specialist Centre for Nutritional Studies and worked with the Faculty of Medicine of Chinese University of Hong Kong to develop a series of posture exercises for adults and the senior population to strengthen their bones, muscles, joints and heart.

Beyond HCP engagement, the campaign also provides professional recommendations, accessible nutrition and physical health knowledge to the community. The company has worked closely with the media and non-profit organizations to expand its outreach through health tours and online self-assessment tools.