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Junk Food Nation
Published on Friday, August 12, 2005 by The Nation
Junk Food Nation
By Gary Ruskin and Juliet Schor
 

In recent months the major food companies have been trying hard to convince Americans that they feel the pain of our expanding waistlines, especially when it comes to kids. Kraft announced it would no longer market Oreos to younger children, McDonald's promoted itself as a salad producer and Coca-Cola said it won't advertise to kids under 12. But behind the scenes it's hardball as usual, with the junk food giants pushing the Bush Administration to defend their interests. The recent conflict over what America eats, and the way the government promotes food, is a disturbing example of how in Bush's America corporate interests trump public health, public opinion and plain old common sense.

The latest salvo in the war on added sugar and fat came July 14- 15, when the Federal Trade Commission held hearings on childhood obesity and food marketing. Despite the fanfare, industry had no cause for concern; FTC chair Deborah Majoras had declared beforehand that the commission will do absolutely nothing to stop the rising flood of junk food advertising to children. In June the Department of Agriculture denied a request from our group Commercial Alert to enforce existing rules forbidding mealtime sales in school cafeterias of "foods of minimal nutritional value"--i.e., junk foods and soda pop. The department admitted that it didn't know whether schools are complying with the rules, but, frankly, it doesn't give a damn. "At this time, we do not intend to undertake the activities or measures recommended in your petition," wrote Stanley Garnett, head of the USDA's Child Nutrition Division.

Conflict about junk food has intensified since late 2001, when a Surgeon General's report called obesity an "epidemic." Since that time, the White House has repeatedly weighed in on the side of Big Food. It worked hard to weaken the World Health Organization's global anti-obesity strategy and went so far as to question the scientific basis for "the linking of fruit and vegetable consumption to decreased risk of obesity and diabetes." Former Health and Human Services Secretary Tommy Thompson--then our nation's top public-health officer--even told members of the Grocery Manufacturers Association to "'go on the offensive' against critics blaming the food industry for obesity," according to a November 12, 2002, GMA news release.

Last year, during the reauthorization of the children's nutrition programs, Republican Senator Peter Fitzgerald of Illinois attempted to insulate the government's nutrition guidelines from the intense industry pressure that has warped the process to date. He proposed a modest amendment to move the guidelines from the USDA to the comparatively more independent Institute of Medicine. The food industry, alarmed about the switch, secured a number of meetings at the White House to get it to exert pressure on Fitzgerald. One irony of this fight was that the key industry lobbying came from the American Dietetic Association, described by one Congressional staffer as a "front for the food groups." Fitzgerald held firm but didn't succeed in enacting his amendment before he left Congress last year.

By that time the industry's lobbying effort had borne fruit, or perhaps more accurately, unhealthy alternatives to fruit. The new federal guidelines no longer contain a recommendation for sugar intake, although they do tell people to eat foods with few added sugars. The redesigned icon for the guidelines, created by a company that does extensive work for the junk food industry, shows no food, only a person climbing stairs.

Growing industry influence is also apparent at the President's Council on Physical Fitness. What companies has the government invited to be partners with the council's Challenge program? Coca-Cola, Burger King, General Mills, Pepsico and other blue chip members of the "obesity lobby." In January the council's chair, former NFL star Lynn Swann, took money to appear at a public relations event for the National Automatic Merchandising Association, a vending machine trade group activists have been battling on in-school sales of junk food.

Not a lot of subtlety is required to understand what's driving Administration policy. It's large infusions of cash. In 2004 "Rangers," who bundled at least $200,000 each to the Bush/Cheney campaign, included Barclay Resler, vice president for government and public affairs at Coca-Cola; Robert Leebern Jr., president of federal affairs at Troutman Sanders PAG, lobbyist for Coca-Cola; Richard Hohlt of Hohlt & Co., lobbyist for Altria, which owns about 85 percent of Kraft foods; and Josť "Pepe" Fanjul, president, vice chairman and COO of Florida Crystals Corp., one of the nation's major sugar producers. Hundred-thousand-dollar men include Kirk Blalock and Marc Lampkin, both Coke lobbyists, and Joe Weller, chairman and CEO, Nestle USA. Altria also gave $250,000 to Bush's inauguration this year, and Coke and Pepsi gave $100,000 each. These gifts are in addition to substantial sums given during the 2000 campaign.

For their money, the industry has been able to buy into a strategy on obesity and food marketing that mirrors the approach taken by Big Tobacco. That's hardly a surprise, given that some of the same companies and personnel are involved: Junk food giants Kraft and Nabisco are both majority-owned by tobacco producer Philip Morris, now renamed Altria. Similarity number one is the denial that the problem (obesity) is caused by the product (junk food). Instead, lack of exercise is fingered as the culprit, which is why McDonald's, Pepsi, Coke and others have been handing out pedometers, funding fitness centers and prodding kids to move around. When the childhood obesity issue first burst on the scene, HHS and the Centers for Disease Control funded a bizarre ad campaign called Verb, whose ostensible purpose was to get kids moving. This strategy has been evident in the halls of Congress as well. During child nutrition reauthorization hearings, the man some have called the Senator from Coca-Cola, Georgia's Zell Miller, parroted industry talking points when he claimed that children are "obese not because of what they eat at lunchrooms in schools but because, frankly, they sit around on their duffs watching Eminem on MTV and playing video games." And that, of course, is the fault not of food marketers but of parents. Miller's office shut down a Senate Agriculture Committee staff discussion of a ban on soda pop in high schools by refreshing their memories that Coke is based in Georgia.

A related ploy is to deny the nutritional status of individual food groups, claiming that there are no "good" or "bad" foods, and that all that matters is balance. So, for example, when the Administration attacked the WHO's global anti-obesity initiative, it criticized what it called the "unsubstantiated focus on 'good' and 'bad' foods." Of course, if fruits and vegetables aren't healthy, then Coke and chips aren't unhealthy. While such a strategy is so preposterous as to be laughable, it is already having real effects. Less than a month after Cadbury Schweppes, the candy and soda company, gave a multimillion-dollar grant to the American Diabetes Association, the association's chief medical and scientific officer claimed that sugar has nothing to do with diabetes, or with weight. Industry has also bankrolled front groups like the Center for Consumer Freedom, an increasingly influential Washington outfit that demonizes public-health advocates as the "food police" and promotes the industry point of view.

Meanwhile, public opinion is solidly behind more restrictions on junk food marketing aimed at children, especially in schools. A February Wall Street Journal poll found that 83 percent of American adults believe "public schools need to do a better job of limiting children's access to unhealthy foods like snack foods, sugary soft drinks and fast food." Two bills recently introduced in Congress, Massachusetts Senator Ted Kennedy's Prevention of Childhood Obesity Act and Iowa Senator Tom Harkin's Healthy Lifestyles and Prevention (HeLP) America Act, both place significant restrictions on the ability of junk food producers to market in schools.

Interestingly, this is a crossover issue between red and blue states. Concern about obesity and excessive junk food marketing to kids is shared by people across the political spectrum, and some conservatives, such as Texas Agriculture Commissioner Susan Combs and the Eagle Forum's Phyllis Schlafly, as well as California Governor Arnold Schwarzenegger, have argued for restricting junk food marketing to children. This may be one of the reasons New York Senator Hillary Clinton has once again become vocal on the topic of marketing to children, although Senator Clinton has called not for government intervention but merely for industry self-regulation, requesting that the companies "be more responsible about the effect they are having"--exactly the policy the industry wants.

A vigorous government response would clearly garner the sympathy of the majority of Americans. The growing chasm between what the public wants and the Administration's protection of the profits of Big Food is a powerful example of the decline of democracy in this country. Let them eat chips!

Gary Ruskin is executive director of Commercial Alert.
Juliet Schor is Professor of Sociology at Boston College and author of Born to Buy: The Commercialized Child and the New Consumer Culture.

© 2005 The Nation

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