THE proclamation of "National Tim Tam Day" has landed in hot water with Tamworth health professionals who say the marketing stunt is "taking advantage of the town".
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The Tamworth Cardiovascular Health Working Group, whose membership includes local doctors, researchers and council representatives are not happy with Arnott's appropriation of the city.
The biscuit company has nicknamed the city "Tim Tamworth" and will host a fete celebrating its rich chocolate treat on Fitzroy Street this Saturday.
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Speaking on behalf of the cardiovascular group, which is currently working on infrastructure based plans to tackle the city's rampant obesity issue, nutrition researcher Tracy Schumacher slammed the publicity stunt.
"It's disappointing that a corporate food company has chosen to promote their products in our town this way and we would like council to consider the impact these decisions may have on health and food choices of the local population," Dr Schumacher told the Leader.
Council has previously stated there is no commercial or ongoing partnership arrangement in place with Arnott’s.
The use of two council’s billboards, one on the city pool and one on the New England Highway highway near Timbumburi, have been provided at cost to advertise the day.
Arnott’s also received approval through council’s event application process to hold the event in Fitzroy Street.
At the most recent Tamworth Regional Council meeting, Helen Tickle raised concerns about the city's ongoing weight issues.
She said more than 23 per cent of children are overweight or obese, along with 74 per cent of adults.
Cr Tickle also said 40.6 per cent of Tamworth adults had severe obesity.
Dr Schumacher believed the stunt was taking advantage of the town.
"Given what we know about the health of rural Australians, we are concerned about the message that this is sending," she said.
"It would have been great to see a celebrity chef in town to use our fabulous local produce in a healthful manner, rather than try and sell us more biscuits that should ideally only eaten in small amounts."
Australia's health tracker figures for 2017 show West Tamworth is still the fattest region in the country, with the data base showing 48.1 per cent of adults are obese.
The national index also showed 75.2 per cent of people in Tamworth were physically inactive.
"A 'Tim Tam slam' has a half star health rating," Dr Schumacher said.
"And a 75kg person would need to walk at a reasonable pace for 15 minutes per biscuit to exercise it off."
Arnott’s has planned "fete-style games, and a day full of Tim Tam Slam celebrations" for the event.
Former MasterChef contestant, Poh, has been listed as the "chief slam officer" and Tamworth mayor Col Murray will reportedly "open Tim Tamworth with a ceremonial Tim Tam Slam to welcome all Tamworth residents to the ‘new’ town".