Promoting healthy diets and lifestyles to reduce the global burden of noncommunicable diseases requires a multisectoral approach involving

the various relevant sectors in societies. The agriculture and food sector figures prominently in this enterprise and must be given due importance in any consideration of the promotion of healthy diets for individuals and population groups. Food strategies must not merely be directed at ensuring food security for all, but must also achieve the consumption of adequate quantities of safe and good quality foods that together make up a healthy diet. Any recommendation to that effect will have implications for all components in the food chain. It is therefore useful at this juncture to examine trends in consumption patterns worldwide and deliberate on the potential of the food and agriculture sector to meet the demands and challenges posed by this report. Economic development is normally accompanied by improvements in a countrys food supply and the gradual elimination of dietary deficiencies, thus improving the overall nutritional status of the countrys population. Furthermore, it also brings about qualitative changes in the production, processing, distribution and marketing of food. Increasing urbanization will also have consequences for the dietary patterns and lifestyles of individuals, not all of which are positive. Changes in diets, patterns of work and leisure - often referred to as the nutrition transition - are already contributing to the causal factors underlying noncommunicable diseases even in the poorest countries. Moreover, the pace of these changes seems to be accelerating, especially in the low-income and middle-income countries. On the other hand, the Philippines have emerged as one of the rapidly growing food and drinks industries in the Asian region over the recent past. The country is characterized by various factors, such as its growing young affluent population, rising disposable income and rising consumer awareness regarding health and safety concerns. What is organic food? The label, organic is used to refer to crops grown in soil without the use of pesticides and chemical fertilizers. When referring to things of animal origin like meat, milk, and eggs, it means that the animals graze on grass and eat natural rather than commercial feed, and are not given antibiotics, growth hormones or other artificial substances. This ensures that harmful chemicals do not find their way into the food produced by the animals. As more and more is known about the harmful effects of the chemicals in our food supply, organic food advantages become evident!

Organic is more labor intensive than chemical farming; therefore organic ingredients tend to be more expensive on average. The health conscious consumer therefore must weight the added cost against the health benefits of organic cooking. Restaurants must stay abreast of current trends in consumer preferences if they are to survive, and so have begun to embrace the health conscious consumer by emphasizing healthier meals in general, and organic cooking in particular. It starts with such things as grass fed beef, organically produced eggs, and organically grown produce, and extends to the manner in which the food is prepared as well. Frying is out; steaming, baking, and sauting are in. The offerings range from having some items on the menu prepared with organic ingredients, to organic restaurants where everything served conforms to the concept of organic food prepared in the most healthful way. They often include foods for those into vegan dieting as well! Like organic farming, the up front expense of preparing food this way is reflected in the price, but for the health conscious person, it is a price well worth the known organic food advantages. In some cases individuals may have sensitivities to chemicals used in commercial farming, and so organic eating provides an alternative they can enjoy without being negatively affected.

Market Description
This fine-dining restaurant business plan is for Le Daco Milto, a new medium-sized restaurant located in a trendy neighborhood of A. Racelis Ave. Le Daco Milto's emphasis will be on organic and creative ethnic food. An emphasis on organic ingredients is based on Le Daco Milto's dedication to sustainable development. Additionally, the restaurant procures local foods when possible, reducing their dependence on fossil fuels used for transportation.

Services Le Daco Milto offers Lucbanins a trendy, fun place to have great food in a social environment. The chef has a large repertoire of ethnic ingredients and recipes. Le Daco Milto forecasts that the majority of purchases will be from the chef's recommendations. Ethnic recipes will be used to provide the customers with a diverse, unusual menu. The chef will also be emphasizing healthy dishes, recognizing the trend within the restaurant industry for the demand for healthy cuisine.

Customers Le Daco Milto believes that the market can be segmented into four distinct groups that it aims to target. The first group is the lonely rich which number 5,000 people. The second group that will be targeted is young happy customers which are growing at an annual rate of 8% with 10,000 potential customers. The third group is rich hippies who naturally desire organic foods as well as ethnic cuisine. The last group which is particularly interested in the menu's healthy offerings is dieting women who number 1,000 in the Lucban area and nearby towns.

Management Most important to Le Daco Milto is the financial success which will be achieved through strict financial controls. Additionally, success will be ensured by offering a high-quality service and extremely clean, non-greasy food with interesting twists. Le Daco Milto does plan to raise menu rates as the restaurant gets more and more crowded, and to make sure that they are charging a premium for the feeling of being in the "in crowd." The market and financial analyses indicate that with a start-up expenditure of 141,000, Le Daco Milto can generate over 365,000 in sales by year one, 565,000 in sales by the end of year

two and produce net profits of over 7.5% on sales by the end of year three. Profitability will be reached by year two.

Demand
ow is the time to grow organic. According to a new report released by the USDA, the demand for organically produced food continues to outpace supply. Organic food sales have increased more than five-fold since the late 1990s, while organic production has slightly more than doubled in that time. Organic food accounted for three percent of total U.S. food sales in 2008. Organic produce and dairy products were popular items, accounting for over half of total organic sales. Organic grain also remains in particularly high demand, representing a major bottleneck for use as feed in the organic livestock sector. The clientele fueling this demand is far more diverse and at times surprising than any pigeonholed assumptions about the typical organic consumer. According to recent surveys, African Americans spent the most on organic produce in 2004. The same year, lowest household income (less than $25,000 per year) was correlated with the highest per capita spending on organic produce. In general, there is little or no substantial differentiation across race, age, education, geography or income among the growing population of Americans who purchase organic products. To meet the demand of the expanding consumer base, U.S. organic acreage has doubled between 1997 and 2005. Still, only 0.5 percent of U.S. pastureland and 0.5 percent of U.S. cropland are certified organic. The slow rate of organic adoption has been credited to multiple factors, including increased operating costs, the need for skilled labor, the mandatory three year transition period before certification, criticism from neighbors and a lack of government infrastructure support. While provisions in the 2008 Farm Bill (recommended reading: Foodfight: A Citizens Guide to the Farm Bill) are hoped to spur domestic production via financial incentives and technical assistance for conservation practices, many suppliers have turned to imports in 2007, USDA organic certification covered producers and handlers in over 100 countries. The effects of the growing demand for locally produced food on the organic market remain uncertain, though recent surveys suggests consumers, given the choice, would prefer to buy local over organic. Ideally, the expansion of local and organic foods available through community supported agriculture (CSA) programs and farmers markets will create a market synergy wherein both local distribution and organic production can help the other to succeed. The market continues to shine brightly on the economic prospects of organic production, even despite the recent economic slowdown. Although USDA organic certification might benefit from tighter requirements for conservation practices and ethical animal stewardship, since its introduction in 2002 organic certification has proven to be a market success. Given the potential public health and environmental benefits of sound organic practices, this is good news for organic producers and global health alike.

Competetive Position
MCDONALD'S COMPETITIVE POSITION AND PRIORITIES McDonald's Corporation is in the fast food industry and operates more than 24,000 restaurants in 111 countries worldwide. In the United States, it has 12,450 US outlets, most of them in standalone locations that generate a 42% share of the nation's fast-food hamburger business. Corporate communications states that a new McDonald's restaurant opens every 8 hours (Catain, 1999). McDonald's prepares and sells several fast food items in the form of sandwiches made from beef, chicken, fish, eggs and sausage, French fries, salads, soft drinks and shakes, and desserts. The beef sandwiches, which are all typically marked up 350 percent are: basic hamburger (1/8 lb. beef, catsup, pickle), cheeseburger (same as basic but with cheese added), Quarter Pounder (basic but with 1/4 pound of beef), Big Mac (2 beef patties, two buns, cheese, lettuce, tomato, pickle and sauce. A recent trend within the company has been to open smaller units in airports, bus stations, and hospitals. In America, McDonald's has approximately 42 percent of the fast food market. Its' major competitors are shown in Table 1 below.

Marketing Programs