In Sweden

In Sweden, the Keyhole certification programme for restaurants was the only programme reviewed as it is considered the main programme of its kind and importance in Sweden. The Swedish National Food Administration launched the certification scheme for restaurants in 2009. The objectives of the programme were to create a network of restaurants offering healthy food across Sweden. This was achieved by creating a certification scheme with yearly follow-up and evaluations.
The scheme benefited from the backing on the National Food Administration who owns the Keyhole label making it easily recognisable and being the main incentive for big restaurant chains to join the programme. Initially the programme was financed by the Swedish agricultural department but as the certification is offered at a cost to the restaurants the aim was to make it self-financing.
This Swedish scheme aims to achieve the same targets as the FOOD project. The Keyhole certification of the restaurants however is more specific in terms of the nutritional specifications of the food labelled is a ‘Keyhole’ dish, than is demanded by the FOOD project. Making use of the widely accepted ‘Keyhole’ label the programme is both attractive to participate in and well received by the public.

The review of the existing programmes included in the inventory enabled the partners to draw several common conclusions:

• There was a general lack of evaluation of most programmes
• The projects weren’t well promoted
• Target audiences were mostly passive
• Low presence of professionals
• Unsuitable tools were created as a result of wrong assessment of the target audience’s
• Lack of visibility and clarity of the tools created