Jane Hand
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Forgoing fat
Food choice, disease prevention and the role of the food industry in health promotion in England, 1980–92
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This chapter uses the launch of low-fat milk as a case study to argue for the role the food industry played in reconceptualising the public as health consumers. It explores how diets, particularly low-fat diets, became reworked to create a popular understanding that preventive health can be bought on the high street. It demonstrates how government–industry cooperation enabled health education messages to be more effectively transmitted within a consumerist context, part of a rise in voluntary efforts the food industry was making to maintain their influential role within governmental policy-making. It examines what it means to buy health in the 1980s and 1990s and seeks to better understand how this corresponds (or not) to governmental priorities around heart disease prevention. It emphasises how the public was identified as gendered consumers and assesses what this focus means for historical understandings of public health more broadly during this time period.

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Publics and their health

Historical problems and perspectives


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