You can be sure whenever an industry’s cash flow is threatened, the PR propagandists are going to working overtime, spinning faux concern to the public. This is most obvious in a recent press release riddled with confusing euphemisms entitled “School Partnerships”; a document regarding school district beverage vending policy. It’s wise to remember, however, that when the fox is watching the henhouse it is only a ruse. This great declaration of corporation concern was declared on August 17, 2005 has more holes than a collander.
This document paints childhood obesity as a big problem that should be addressed by promoting healthy lifestyles, a balanced diet and regular physical exercise. Who would disagree with such a self-evident statement?
Next is a list of associations exhorting the importance of a parental role in the execution of the above mentioned virtues. This responsibility, however, is everyone’s job. Alas their industry (which has long provided “refreshing and tasty soda") believes their products have a place in this healthy lifestyle as long as young soda drinkers are following a balanced diet and exercising frequently. It’s difficult to believe that the educated and smart youngster who maintains a balanced diet and works out regularly is really interested in wolfing down 24 ounces of colored sugar water. Their exact words were: “We believe our products have a place in a healthy lifestyle and these products are appropriate for young people who follow balanced diets and are physically active.” This statement appears ludicrous, when one considers that truly healthy lifestyles have no need or desire for drinks full of empty calories.
The document then addresses the importance of variety. They offer in this order ( which is not the order in which they are currently consumed) bottled water, 100% fruit juices, juice drinks, dairy based milk drink, sports drinks, teas and sodas. Notice sodas were mentioned last. I observed that reduced sugar juice drinks are not mentioned. Dole has made a light 50% less sugar berry blend with only 13 grams of sugar per 8 oz. serving size; Tropicana’s light offering has 30 grams. These prove that there are reasonable choices for flavored beverages. Unfortunately, the profit margin is higher on the sugary choices.
The beverage industry realizes that there is considerable discussion of sales of soft drinks in schools. They claim to recognize that at school children are not under direct supervision of a parent thus raising unique issues! This is an excuse, as there is nothing unique or new about not wanting our kids strung out on sugary sodas. They propose to solve this problem for us by adopting “responsible school vending policies” and working with school districts to provide a mix of products meeting needs of school administrators and parents. The beverage manufacturers concluded that a new-industry wide school beverage policy would enable them to better partner with parent and schools enhancing the role of community decision making over the sale of beverages in school. This seems to state that school administrators can’t possibly create a reasonable nutritional policy without help from the industry.
The industry-recommended policy goes on to make the following statements which strike me as a case of “too little, too late"! The beverage industry states that after having worked with parent and community leaders and school officials, they want to do more to help children make good lifestyle choices. Why would a soda pop tycoon be suddenly interested in improving their product choices to suit a healthier lifestyle? If you examine the document closely, it appears that they want greater control over available choices for younger children in the school environment and suggest that older children should have more beverage choices, in this case, more cola and soft drinks – which is quite contrary to what local school officials and community leaders want for their children. This represents the bulk of the ABA’s (American Beverage Association) response to groups adopting new policies regarding the availability of vending machine beverages. With the watered down version of soda control the industry presents perhaps their soda profits will be maintained. Effectively, the ABA is trying to “head them off at the pass", like in an old western. You can find this document at: http://www.ameribev.org/schools/vending_policy.asp
In the meantime, the industry is working to develop new types of beverages which will mollify their critics. As they continue to develop innovative beverages choices they will remain vigilant in forcing their policies upon local schools. Allow me to list their goals.
- Provide only bottled water and 100% fruit juice to elementary schools
- Provide nutritious and/or lower calorie beverages to middle school students, such as bottled water, 100% juice, sports drinks, no calorie soft drinks and low-cal juice drinks. No full- calorie soft drinks or full calorie juice drinks containing 5% or less of real juice will be provided until after school hours.
- Provide a variety of beverage choices to high school students such as bottled 100% juice, sports drinks, juice drinks. No more than 50% of vending machines will be soft drinks.
This is The Strategic Alliance of Oakland consumer group [website, email] has to say about this PR fairy tale spun by the ABA:
“These guidelines are all about PR, not students health. The industry announced its new guidelines as political cover from much deserved criticism for their role in promoting unhealthy products . A growing movement of parents, school administrators and teacher demanding only healthy drinks to be sold in schools. This is a threat to the soda industry.”
“These guidelines are weak. Many school districts and state level policies, including California’s SB677, are much more stringent, have been more successfully implemented in many schools. San Francisco and Los Angeles school districts, for example. have banned all soda and other highly sweetened beverages.”
“These guidelines will have no effect on school beverage offerings. They call for the elimination of soda sales in elementary schools but elementary schools rarely have vending machines, making this a moot point. They apply only to vending machines, ignoring the many other places where beverages are sold in schools.”
“These guidelines are unenforceable. The American Beverage industry, which authored the voluntary guidelines, is a trade association and does not directly sell beverages to schools. There is no enforcement or accountability mechanism in the new voluntary guidelines.”
“These guide lines are a distraction. Schools are supposed to teach children life skills. If children are being taught about health in school, and then being sold things that aren’t healthy there, it is not only a mixed message but also not in line with the mission of schools.”
What do you think about beverage policy in our schools? Leave comments here and get involved with your local consumer group or PTA.