Blue Cross and Blue Shield of N.C. network has joined a national initiative to fight childhood obesity by offering comprehensive health coverage for prevention, assessment and treatment of overweight kids. That includes free nutrition counseling.

The Alliance for a Healthier Generation was launched Thursday at a New York news conference. According to Raleigh dietititian Janie Hoag of Healthy Diets Inc., nutrition therapy is an important first step in losing weight and is already available at no charge to 3.7 million BCBS of NC members.

NBC 17 talked with Hoag about what parents and kids can expect from nutrition therapy:

What is nutrition therapy?
(Hoag) When you hear the word "diet," it sounds like something you go on and then go off. But medical nutrition therapy helps you make a lifestyle change. We're treating obesity as a disease or condition.

How does it work for kids?
Children are still developing and growing so you don't want to restrict too much. Also, self image is forming during the childhood years and you have to be careful about that. I really work with kids and families about eating smaller, more frequent meals throughout the day.  That includes snacks, so we look at healthier alternatives, like yogurt or fruit instead of cookies.

What role can/should parents play?
The most important thing for a family to realize is that it is not just the child's problem. I feel like parents who say "this is what you should be eating" and then have their own treats are setting their children up for failure. We learn our eating habits as children. So it is a parent's job to teach their child the important of eating fruits and vegetables and whole grains.

What about parents who are trying, but not getting through to their child?
It's important to get the child in to work one-on-one with a nutritionist. We can look at things like portion size, which is a big problem today. We also can make sure that we find the underlying problem, like sneaking food, or eating for reasons other than nourishment. And if there is something like that going on, we can help make sure the child and parents are aware of that and are getting the help they need.

How do you take advantage of the benefit?
BCBS is way ahead of other insurance companies for nutrition counseling. It's easy to sign up. By enrolling in the member health partnership, you get six free visits a year with a dietitian - and that's available to adults too.

What can I get in six visits?
On the first visit to our practice, we measure your metabolic rate and come up with a meal plan. A month later, you come back for follow up and we figure out what‘s working and not working. We look at things like food labels and share restaurant and grocery store tips.  We continue with four more monthly visits just to keep you on track.  We've had a lot of success with clients that way.
With kids, we sometimes talk more in generalities, like cutting out soda. Almost every child I've seen has been getting 300 to 400 calories a day from beverages alone. By getting rid of that sugar, they can lose a pound or two a week.

Any other recommendations for families?
I think one of the biggest contributors to childhood obesity is that kids aren't nearly as active as they were years ago, so physical activity as a family is a good way to start. I suggest families try biking, walking, doing exercise videos or other non-competitive types of physical activity. At least 30 minutes of exercise most days is what's recommended, but you can break it up. Just make it part of your daily schedule.

Aetna insurance company also is participating in the Alliance along with BCBS of Masschusetts and WellPoint.  Check with your own provider or employer to see if nutrition counseling is a covered benefit for you.

Related Links

1. To find out more about the program from BCBS, click here and go to Health Programs.