The Junk-Food Wars
Chomp down on a Big N' Tasty with Cheese.
Make that a Double Whopper with a side of Biggie Fries, or, instead, why not a Western Bacon Cheeseburger with Great Biggie Fries! Better yet, think outside the bun: Order a Double Burrito Supreme or maybe a Super Supreme Stuffed Crust Pizza. To wash it down, how about a large or extra-large soda or even a 52-ounce X-treme Gulp?
Because we think young. And we deserve a break today.
Dont bother us: Were eating.
Everyday, hundreds of millions of people across the globe and in Sacramento purchase literally billions of such items -- brand-named in the enthusiastic language of fast foods -- and consume them happily and often in super-sized quantities. Americans spend about $120 billion a year on the stuff. Ultimately, in three short decades, this style of eating has transformed the American diet by making inexpensive, tasty meals easily available to pretty much all of us, anytime and everywhere.
In the process, fast food also has helped revise the populations health forecast -- and not in a righteous way. Most of these food products are high in fat, loaded with sugar or both. You dont have to be a nutritionist to recognize that this simple fact, coupled with an increasingly TV-watching and sedentary public, has fueled what has become a major public-health crisis in America, an epidemic of fat. A particularly chilling report from the Center for Disease Control described obesity as having spread with the speed and dispersion characteristics of a communicable-disease epidemic. Just last month, that same organization found that the number of overweight adults had increased from 56 percent to 65 percent of the population. Some 25 percent of all American kids are now viewed as overweight; 15 percent of them are considered severely overweight or obese.
The fact that kids are at risk has caused a public stir -- in Sacramento and across the country.
Parents are coming to realize theyre raising the most overweight, unfit, unhealthy generation of children in American history and are beginning to get anxious. Hospital costs related to childhood obesity have more than tripled in the past 20 years, and obese and overweight children are turning up at medical clinics with health problems that used to be limited to people their parents age: high cholesterol, type II diabetes, high blood pressure and even heart disease. In California, a Public Health Institute study found that only three out of 10 adolescents were getting enough physical activity, twice as many adolescents were in heavier weight categories than would be expected, and the risks were highest for low-income and African-American and Latino children. And the numbers keep climbing to super-sized proportions.
Whats a public-health advocate to do?
Right now, some of the very groups who targeted the tobacco companies are gearing up to go into combat once again -- this time against junk food. Instead of Big Tobacco, this fight will be waged against Big Food. Individuals representing nonprofit and government agencies in Sacramento are gathering information with which to arm the grassroots activists in the struggle.
The early battles, they say, will be fought in the schools because of the serious dangers to kids health and because thats where the government has some control.
Last year in Sacramento, the state Legislature passed SB 19, the comprehensive bill from Senator Martha Escutia, D-Montebello, which aimed to increase physical exercise for kids and limit the availability of junk food in elementary and middle schools. Meanwhile, efforts to target on-campus sales of soda -- with its high-calorie, no-nutrition content -- seem to be a high-level priority for public-health organizers around California. When the behemoth Los Angeles Unified School District announced a little more than a month ago that it would ban the future sale of soft drinks on campus, many people saw the decision as a consequential victory, an early warning shot across the bow of Big Food.
Of course, the food industry does not plan to take any of this lying down -- not with billions of dollars at stake. Powerful organizations such as the National Soft Drink Association (representing soda giants such as PepsiCo and Coca-Cola) and the Grocery Manufacturers of America (the worlds largest association of food and beverage products) have fought legislation both in Washington, D.C., and here in Sacramento that would regulate the marketing or sales of fatty foods and sodas at schools. The food industry is prepared for battle. Several manufacturers have formed a coalition thats reportedly set to roll out an ad campaign depicting health activists as food police who want to tell you and your family what you can and cant eat. Also, some of the junk-food giants, such as McDonalds and Frito-Lay, are making wise, pre-emptive moves by modifying their foods to contain less of a harmful fat.
But, so far, none of this has deterred the health advocates who have lobbied school-board members. Further legislative actions are being considered. How-to manuals are being written. Conferences are being planned. Even Ralph Nader, wanting in on the ground floor of this health-related activism, made headlines in Europe last spring for referring to Big Macs as weapons of mass destruction.
Make no mistake: The junk-food wars are coming.
But advocates have their work cut out for them. The sale of such foods and drinks can be lucrative for schools, and students, the supposed victims in this battle, dont want their parents to get their way in banning junk food. One Sacramento school-food fight provides an example, and advocates say such fights will occur on campuses all over the country soon. Its notable that at this particular institution, Folsom High School, the parents have a champion: a food-services director who seems not at all uncomfortable on the front lines of battle.
The famished lunch-goers were presented with bright-colored banners, bountiful fruit bowls and display cases full of food choices as they entered the restorative, nutritious world of chef Al Schieder. Welcomed by the ultra-inviting aroma of freshly baked pizza and calzones, the diners also were attracted by the visual allure of homemade pasta, taco salads and just-rolled sushi; and the sumptuous offerings of southwestern burritos, muffuletta sandwiches and veggie rice bowls. The kitchens prep team and servers wore bistro-style uniforms with red aprons and black-and-white, checkered hats. The chef paced through the kitchen, briskly checking details, inspecting provisions and joking with the staff.
But Schieders dining establishment was no courtyard cafe serving trendy Midtowners. It was the Folsom High School cafeteria. Chef Schieders customers were teenagers -- with their boisterous voices, vibrant energy and colossal backpacks -- who had just escaped fourth period.
No standard school cafeteria fare there. No mystery meat with gross gravy. No instant mashed potatoes with squishy peas. No Jell-O with bananas. No syrupy soda. No way.
As director of child nutrition for the Folsom Cordova Unified School District, Schieder has fashioned menus for his district that are as healthful as they can be while still accomplishing the difficult task of attracting young eaters. We taught nutrition on the one hand and fed them French fries with the other, Schieder said. It had to change. Schieder said his meals cost $2.50 each (he serves 7,000 of them district-wide every day) and always include milk and fruit. Though advised by many that no school cafeteria could survive without food à la carte and snack foods, Schieder dumped the fries, 86d the Doritos and dispensed with the Twinkies and soda. Instead, he emphasized new and healthful recipes that all were within USDA guidelines. The kids insist on pizza (no kidding), so he fashioned a nourishing pizza. The cafeteria started pulling in crowds, and the district, which used to lose about $200,000 each year on lunches, netted more than $300,000 in the 2001-2002 school year under the new healthful and tasty regime.
Of Hungarian descent and armed with European training in hotel and restaurant administration, Schieder once owned four restaurants in the region, all called Pasta Fresca. He sold his business during the 1990s out of a desire to work more-regular hours and spend more time with his family. So, he took the school job, and his success has attracted fame for him and the district. He has been written about in Food Management magazine and other trade publications for his vision and success. At last count, administrators, food directors and child nutritionists from 50 school districts -- including many in the Sacramento region -- had toured his environment in hopes of learning about his healthy school meals.
But trouble soon brewed near Schieders kitchen, and then it bubbled to the top.
Just across the grassy quad, in the shadow of the complex that houses his healthy cafeteria, lurked a junk-food lovers paradise. Known as the Snack Bar, the place sells students a wide assortment of junk food -- the very stuff Schieder wont allow in his cafeteria. The junk-food outlet caused a half-dozen parents to show up at a recent Folsom Cordova school board meeting. They came armed with statistics about childhood obesity and how students need good nutrition to do well in school and athletics. Basically, the parents declared war on the student Snack Bar and said that too many students consume its offerings instead of Schieders well-balanced meals. Indeed, on a recent Friday, students lined up seven deep at noontime to buy soda and jumbo-sized bags of chips at the Snack Bar. Presumably, for some of the students, the Pepsi and snacks constituted lunch.
When youre talking about the Snack Bar at Folsom High School, youre speaking the language of Bob Jarman, the schools student-activities director, an affable administrator and a 28-year employee of the district. Jarman, who arranged for the school to enter a 10-year contract with PepsiCo in 1998, makes no apologies. He explained that the soda company installed vending machines on campus, furnished the Snack Bar with fountain equipment and installed various scoreboards and marquees on campus valued at $131,000. Now, each year, the student body receives a 35-percent commission on the gross revenue from all vending machines. In the 2001-2002 school year, the arrangement, along with the revenue from other snack sales, netted a sizable profit of about $55,000 for Folsom High Schools student-body activities, including athletics, music, choir, clubs and drama productions.
But the complaining parents do not seem to care about the money. Besides, they think the extracurricular programs could be funded in other ways. Vicky Berends, a Folsom parent who works with a health-advocacy group called Project LEAN, attended the school-board meeting to voice her concern that the Snack Bar was pulling kids away from Schieders healthful school lunches. They sell Ding Dongs, Doritos, 20-ounce Pepsi and Skittles, she said. Just why are we doing this? I think we need to follow in the footsteps of L.A. Unified and Oakland and eliminate soda outright.
Parent Cynthia Mulcaire told the board she understands that kids dont want the junk food banned. They want choice, she said. Of course they do. Theyre kids! But its not right for the schools to erase everything we try to do at home around developing good eating habits. Another Folsom High School parent and former school-board member, Susan Goodman, said she wants action on the matter without delay. I would like to see them ban soda and junk food outright. We tell [the kids] not to do drugs, not to drive at 80 miles an hour ... why dont we have the guts to tell them we wont sell junk food at school?
The board took the safe road after the parents presentation and decided to gather more information before considering action. But the parents arent likely to let the board off that easily. Board member Jim McGowan said hes sympathetic to the issue but that money sure is tight.
But Folsom High School students arent so wishy-washy. They straight-up dont like what the parents are up to.
When the school bell sounded, Jarman got ready to begin his leadership class, located in a schoolroom just adjacent to the disputed Snack Bar. The room quickly filled up with 48 clamorous teenagers, most of them elected school leaders who briskly arranged themselves at group tables with Buffy-like cool. Todays class would consist of talking with a reporter about nutrition, childhood obesity and -- especially -- about the controversial Folsom High School soda sales and Snack Bar. The students seemed already aware that some parents were getting set for battle, and, almost uniformly, the students disagreed with a soda ban.
Part of being in high school is growing up and making decisions on your own, said one young teenager, Amanda. We all know that soda isnt healthy, but they shouldnt take away our right to choose.
Another student got general applause from the roomful of teens when she basically called out the parents. If parents get their way in revoking the Snack Bar, that would be outrageous! said Nikki. The kids will do it anyway. ... You cant compare soda to tobacco; soda will not kill you.
Carbonated water and 10 teaspoons of sugar. The basic ingredients of a regular-sized soda--as revealed in a 1999 report by the Center for Science in the Public Interest -- may surprise regular drinkers of the beverage. But Mark Lemieux, nutrition services director for the sprawling Sacramento City Unified School District, knows exactly whats in the beverage. Its just sugar and water, he said. Its not a wise food choice. Yes, nutritionists know that soda and other sugary drinks, such as Kool-Aid and Hawaiian Punch, can leave kids wired and fill them up with calories that have little or no nutritional benefit. Some studies even indicate that soft-drink consumption may leech calcium from kids who are barely getting enough as it is.
But awareness of the ingredients doesnt necessarily make Lemieux -- or plenty of other school food directors, for that matter -- favor ditching soda contracts. From the corrugated, warehouse-type offices behind Hiram Johnson High School that house the SCUSDs Nutrition Services Department, Lemieux answered questions about what he and other administrators carefully refer to as the soda issue. He reminded a reporter that the 80 school cafeterias in the Sacramento district operate outside the regular school budget. Like all such cafeterias, these ones get no funding and must bring in all the dollars that they spend. Basically, the cafeterias must be run like independent businesses, he said, further making the crucial point that the sale of soda provides 50 cents profit on the dollar and that the sale of milk and juice provides half that.
Our position is wed like to remove sodas, but were very concerned about the financial impact. ... [Public schools] are not the end-all-be-all to solving childhood obesity in this nation.
A bit of background: 20 years ago, kids drank two times more milk than soda. Today thats reversed. Soft drinks are big business and generate more than $50 billion in annual sales in the United States alone. The changeover from milk has come about, in large part, because of pouring rights, a soda-marketing strategy launched in the mid-1990s that targeted schools for exclusive contracts. Sometimes referred to as corporate sponsorships, the contracts usually involve large lump-sum payments or donations to schools in return for exclusive rights to vending machines or cafeteria sales. A percentage of the profits is churned back into the schools to help food-service departments break even or, as is the case at Folsom High School, to fund student activities. Something like 250 school districts across the country have signed such soda contracts.
Sacramento Unified is not one of them. In 1999, the SCUSD turned down a controversial $2 million PepsiCo contract that would have given that soda company exclusive rights to sell its products in vending machines and in cafeterias on Sacramento campuses. However salient, that victory was not all it was cracked up to be in the local media, say local nutrition experts. Despite turning down the district-wide exclusivity contract, most of the middle and high schools still sell soda based on individual arrangements with one of the two soda giants, PepsiCo or Coca-Cola. Roseville Joint Unified School District signed a $1.2 million contract with Pepsi a few years back. All the high schools and most of the middle schools in the San Juan Unified School District have individual contracts. El Dorado Unified School District has a six-figure, multi-year soda contract, and Grant Unified School District remains on a long-term contract with Coca-Cola. And, despite Schieder and his healthy cafeteria, Cordova and Folsom High Schools both have long-term contracts with Pepsi.
SCUSD board members convened a nutrition task force two years ago, and the districts school cafeterias enacted certain reforms as a result, such as offering three fresh fruits and a salad bar in almost every school in the district. But the sodas remain. According to Lemieux, SCUSD soon will consider whether its wants to adopt a policy on the soda issue one way or the other.
On the surface, it looks like a small issue, an easy one, said Lemieux, shaking his head. But it isnt. There are lots of ramifications. When you remove an item that generates revenues, you have to consider the consequences.
But fear of losing revenue didnt stop the Los Angeles district.
That citys school board, representing the second-largest district in the country, with 730,000 kids, voted unanimously in late August to ban the sale of soda in school cafeterias and student snack bars. This, despite the student-raised point that kids have come to rely on their soda pick-up, as one sophomore put it, just as much as parents and teachers seem to rely on their morning coffee boost. Nevertheless, starting in 2004, vending machines at LAUSD may offer only water, milk and beverages that contain at least 50 percent juice. The board also set up a task force to look into mitigating the loss of soda funds. The action followed similar ones by about 30 smaller districts in the country and state, including Oakland Unified School District, which enacted a junk-food ban that went even further. But the LAUSD ban has been seen as crucial because of the size and influence of the district.
L.A. was a watershed moment, said Dan Hackman, a policy analyst for the California Center for Public Health Advocacy. It was remarkable and important. Its absolute proof that theres a momentum building to create a healthy school environment.
On the broader policy front, Senator Deborah Ortiz, D-Sacramento, decided to tackle the soda-in-schools issue by introducing the Childhood Obesity Prevention Bill to go after schools soda sales during the last legislative session. Despite the various permutations it went though, Ortizs bill, SB 1520, never could get enough votes and died a beleaguered death last spring. The bill was fought off aggressively by organizations including the powerful National Soft Drink Association, whose members felt that SB 1520 was not the solution to childhood obesity. It is too simplistic to say that if we just ban or restrict certain foods in the diet, then our children will be healthy, and obesity will go away, said Sean McBride of the NSDA.
But many people do want the government in their lives if it can help them solve serious problems. A year ago last summer, during one jampacked Capitol hearing on the subject of childhood obesity, Senator Escutia announced her bill, SB 19. It sets nutritional requirements for certain foods sold at elementary and middle schools and provides grants of between $4,000 and $25,000 to school districts to develop policies on nutrition and school-based physical activities. Though it drew strong opposition from a coalition of food and beverage companies, this bill passed through the fires of the Legislature and will be enforceable beginning in January 2003.
One moving moment at that hearing was when a 17-year-old named Jessica testified that the lunch choices at her Sacramento high school were hamburgers, buffalo wings, French fries, chicken nuggets and pizza. Her weight at the time of the hearing was in the 200-pound range. I have class at 7:30 in the morning, she said, I usually go to McDonalds and get breakfast there. After classes, I grab the closest thing -- chips and soda -- then Im off to a club meeting.
As it goes for Jessica, so it goes for millions of other schoolchildren.
The 30-second spot opens with a soft lens on an adoring yuppie father cooing over his innocent, gurgling infant. Next, comes a womans voice-over -- presumably the voice of the childs mom. There will be a first step, she intones, a first word ... and, of course a first French fry. The scene fades to the golden arches and a French fry bowed into the shape of smile.
The first French fry, as the commercial became known in marketing circles, ran in prime-time during the widely-watched 2002 Winter Olympics. The commercial was interspersed with a similar one that featured Ronald McDonald successfully calming a wailing infant when its dad couldnt manage the trick.
Public-health advocates went ballistic.
Here we have skyrocketing childhood obesity, and McDonalds is targeting kids! said Gary Ruskin, director of a group called Commercial Alert, a Ralph Nader spinoff organization. Health advocates decried the message that kids could begin eating fast foods at an early age. As advocates are well aware, it was tobacco advertising to the young that finally swayed Congress to increase regulation in that industry about three decades ago.
In his recent bestseller, Fast Food Nation, Eric Schlosser details how the industry spends billions on mass marketing, with kids as a prime target. Maybe this is why, he writes, the golden arches are more widely recognized around the world than the Christian cross. It doesnt help that in many schools, fast foods are synonymous with school lunch. In fact, a survey of California high schools in 2000 found that 95 percent of them sold à la carte fast foods from big-name franchises such as Pizza Hut and Taco Bell.
Meanwhile, kids in 12,000 schools across the country -- 180 of them public and private schools in California -- now are required, thanks to corporate donations of video equipment in classrooms, to watch a 12-minute Channel One television program every day that contains two minutes of commercials from companies including McDonalds, Hershey, PepsiCo, Coca-Cola, KFC, Frito-Lay, Dominos and the like.
Marion Nestle, chair of the Department of Nutrition and Food Studies at New York University, published a book this year named Food Politics: How the Food Industry Influences Nutrition and Health. The book explores her view about how the food industry uses the political process and unfair marketing methods to influence what people eat. The amount of purchasing power children have is huge in American society, she wrote, with kids from 6 to 19 now making $485 billion worth of purchasing decisions a year.
It is no wonder that food companies view schoolchildren as an unparalleled marketing opportunity, said Nestle, who also wrote at length about the caloric downside, given the obesity epidemic, of the food industrys current marketing strategy to super-size food items (i.e., increase portion size, especially of fries and sodas) in order to super-size profits.
Nestles more academic Food Politics and Schlossers journalistic Fast Food Nation became a sort of one-two punch in the junk-food war that provided ammunition and a rallying cry for public-health advocates to go to battle. Both authors suggested that the parallels between Big Tobacco and Big Food are too obvious to overlook.
For a long time, it was smoking, said Melissa Guajardo, a nutrition project coordinator based in the peaceable, creek-side West Sacramento offices of the Health Education Council. That campaign taught us a lot, she said. Like other people in her field, Guajardo -- a slight, deliberate woman -- is cautious with the tobacco analogy and understands the risk of oversimplifying when it comes to causes for obesity, for which the cure often requires a total lifestyle change involving both food and exercise. With food, its not so direct as with tobacco. You cant make the same biological connection. But there are similarities.
Hackman, the policy analyst, said he sees parallels to tobacco, too. Theres a whole industry that makes a lot of money contributing to the problem by promoting high-fat, high-sugar foods, especially to children, he said. Theyve created an environment that makes it difficult for kids to make a healthy choice. ... How many ads promote cool, hip orange consumption?
Hackman added, Schools are an important first place, an important first step. But this is a multi-year, multi-stage battle.
Indeed, the fight against fast food already has moved into one court (in a case in which a man is suing McDonalds because he alleges it caused his obesity), in tax-law proposals (a Yale psychologist made headlines a few years back by calling for a Twinkie tax) and, of course, in the realm of fast-food marketing aimed at young kids (such ads already have been banned outright in Sweden and Norway).
Californias Project LEAN, the group that was instrumental in the recent LAUSD victory, will release a how-to manual for citizens, parents and public-health educators soon based on the groups victory in Los Angeles. The manual will be about how to get soda out of schools.
The groups thinking is that where California goes, the rest of the country will follow.
However, the Grocery Manufacturers of America, with its annual U.S. sales of $460 billion, will do its best to see that this doesnt happen. The GMA regularly lobbies Congress and state houses against legislation that would restrict campus vending machines or schoolchildrens access to snack foods in any way. The GMA lobbied in Sacramento against passage of Escutias SB 19 and Ortizs SB 1520 and issued a statement last month that the LAUSD soda ban is counterproductive in the fight against childhood obesity.
Another development worth noting: Many food-industry giants, ostensibly seeing the writing on the wall, have taken steps to make their foods healthier, if not healthful. Soon, McDonalds will launch a new method of cooking fries that contain 40 percent less trans fat oils, which are believed to be an extremely harmful type of fat. Frito-Lay, the maker of snack chips including Doritos, recently announced that it would eliminate this type of fat from its products and offer more reduced-fat snacks.
But, at Sacramento Unifieds Nutrition Services Department, regardless of his concern about losing soda revenues, Lemieux laughed when asked where he thought this food battle would go. I think non-nutritious foods will be prohibited in California, and it will slowly spread across the country, he predicted in a quick decree.
Public-health advocates would love to agree.
But, as noon approached at the Folsom High School cafeteria, and yet another throng of starving Lunch B teenagers hustled into their uniquely healthful eating space, Schieder weighed in about the inevitability of a junk-food war and the wave of school bans on soda. Im not saying its going to be easy. Change is always difficult in an established environment. ... But its coming. The storm is coming.
As the teenagers line up for Schieders meals with milk, theyre likely oblivious to the forces swirling around them -- far more worried about their fifth-period geometry test, where they left their jackets, what theyll wear to the Friday night dance. Surely, they have no idea that their generation has more at stake than any other in the childhood-obesity epidemic and the outcome of the junk-food wars. Certainly, they are unaware that their presence in this particular cafeteria at this particular point in history is, in many ways, an experiment on behalf of the wars combatants.
Can places like this help teach children how to choose to eat healthier? Schieder shrugged, sure of the answer.
It has to start somewhere, he said.
But, in Jarmans fourth-period leadership class, the teenagers had another idea about choice. Of the students present, the vast majority thought that they, especially once they reached high school age, should be free to decide whether they want to drink soda or eat junk food. This is not a school issue, said Kirsten, to the hum of approval from her peers. Its a home issue. This is about the habits you develop at home and take into your life.
Still, two teenagers -- both student athletes -- spoke up with a dissenting view. If I were Surgeon General, and dealing with [childhood obesity] was my objective, Id dynamite the Snack Bar and the vending machines, said Matt, a wrestler. Id just get rid of everything.
The class exploded in unpremeditated laughter.
Melinda Welsh is a contributing editor at the Sacramento News and Review.