SMEs and the Safe Hearts Plan: Towards Affordable, Heart-Friendly Diets

On 28 May 2026, SME Connect organised the webcast “SMEs and the Safe Hearts Plan: Towards Affordable, Heart-Friendly Diets” with Manuela Ripa MEP, bringing together experts to discuss the role of affordable, nutrient-dense diets in cardiovascular disease prevention. The discussion explored how Europe’s food systems can support the objectives of the Safe Hearts Plan and broader cardiovascular prevention strategies. Contributions from Dr. Adam Drewnowski, Professor of Epidemiology & Director of the Center for Public Health Nutrition, School of Public Health; Director, University of Washington Center for Obesity Research; Amelie Baracat-Empereur, Senior Principal, Government Affairs at Herbalife; and Pietro Paganini, Co-founder and Curiosity Officer at Competere, highlighted the importance of affordability, innovation, and SME engagement in delivering accessible heart-friendly nutrition solutions across Europe. The discussion was moderated by Horst Heitz, Chair of the Steering Committee of SME Connect.

Manuela Ripa MEP focused on the urgent need to shift European healthcare systems away from reacting to disease and toward prevention. She emphasized that cardiovascular diseases remain the leading cause of death in Europe, creating enormous social and economic burdens for healthcare systems. According to her, unhealthy diets are often not simply a matter of personal responsibility but are shaped by structural inequalities and affordability challenges. She shared the example of a mother who could only afford fruit for her children when it was discounted, illustrating how healthy nutrition should never become a privilege. She argued that prevention policies must also include food, consumer, and social policies, with clearer labeling and healthier food environments.

Dr. Adam Drewnowski explained the concept of nutrient density and its relationship to affordable diets and cardiovascular health. He argued that cardiovascular disease disparities across Europe are closely linked to income, education, obesity, and diabetes, making diet a central factor in prevention. Dr. Drewnowski distinguished between “negative nutrition,” which focuses only on reducing fat, sugar, and salt, and “positive nutrition,” which emphasizes foods rich in beneficial nutrients such as protein, fiber, vitamins, and minerals. He stressed that processing alone does not determine whether a food is healthy, since nutrient-rich foods can be minimally processed or highly processed. A major challenge, he noted, is that many minimally processed foods are often more expensive for consumers on limited budgets. He therefore advocated for “affordable nutrient density,” meaning foods that are nutritious, economically accessible, and appealing enough for consumers to actually buy and eat.

Amelie Baracat-Empereur highlighted the gap between nutritional recommendations and the realities consumers face in their daily lives. She argued that healthier diets must be not only desirable but also practical, affordable, and convenient if policymakers want meaningful public health outcomes. Baracat-Empereur warned against oversimplified food classification systems that judge foods solely by their level of processing, saying this can overlook nutritional value and scientific formulation. She emphasized that not all processed foods are the same and pointed to nutrient-dense, purpose-driven products such as meal replacements and specialized nutrition products as examples. According to her, policy discussions should focus more on nutrient quality and health outcomes rather than simplistic categorizations. She also stressed that innovation by companies and SMEs can help deliver balanced nutrition solutions that support cardiovascular prevention goals.

Pietro Paganini approached the discussion from a broader philosophical and policy perspective, focusing on the meanings of “affordability” and “diet.” He argued that affordability should not only refer to low prices but also to people’s ability to sustain and manage healthy lifestyles over time. Paganini emphasized that the focus should remain on empowering individuals rather than only regulating food products themselves. He also explained that the original meaning of “diet” relates to lifestyle as a whole, not simply nutritional intake, which broadens the conversation beyond food alone. Throughout his intervention, he advocated for policies that promote innovation, competitiveness, and balanced lifestyles instead of restrictive approaches. He concluded that effective cardiovascular prevention requires combining personal empowerment, education, accessibility, and innovation within Europe’s food systems.

Horst Heitz emphasized the importance of prevention through healthier diets. As moderator, he highlighted the connection between the European Commission’s Safe Hearts Plan and the need for practical, affordable nutrition solutions for consumers. He stressed that healthier eating cannot remain only a policy aspiration but must become realistic for everyday Europeans, especially families under economic pressure. Throughout the discussion, he encouraged a balanced conversation between science, policymaking, and business innovation. He also underlined the important role SMEs can play in developing accessible, nutrient-dense foods that support healthier lifestyles.

The webcast concluded that achieving Europe’s cardiovascular prevention goals will require stronger cooperation between policymakers, researchers, industry, and SMEs to make healthier diets both accessible and affordable. Speakers agreed that nutrition policies must balance scientific evidence, consumer realities, and innovation in food systems to ensure that healthier choices are practical for all Europeans. The discussion also highlighted the important role SMEs can play in developing nutrient-dense and affordable solutions that support public health objectives while strengthening Europe’s prevention-focused approach to cardiovascular disease.