4/5/2010

1

DNS Field Seminar: Has the Food Revolution Reached Washington?

March 15, 2010

Marion NestleDepartment of Nutrition, Food Studies, and Public Health, New York UniversityWebsite: www.foodpolitics.com

Cornell School of Hotel Administration

May 11

Is a Food Revolution Now in Season?New York Times 3-22-09

February 9, 2010

FOOD SYSTEMS: Production to ConsumptionAGRICULTURE

FOOD

NUTRITION

PUBLIC HEALTHObesityHunger

Food Safety

4/5/2010

2

Newsweek, March 13, 2006

“You shouldn’t have to be an Einstein to figure out what to eat for supper”

Time 6-12-06

pp

Eat LessMove MoreEat Fruits and VegetablesgDon’t Eat Too Much Junk FoodEnjoy!

Obesity Fear Frenzy Grips Food Industry

Why Coke's Creative Chief Esther Lee Isn't Alone in Fearing FTC, Critics

"Our Achilles heel is the discussion about obesity…It's

f ll bl gone from a small, manageable U.S. issue to a huge global issue. It dilutes our marketing and works against it. It's a huge, huge issue.“

--Advertising Age, April 23, 2007

2002

2007

Families

Lifestyle

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The personal responsibility approach:

“If people want to eat their way to grossness and an early grave, let them”

Remedy: Teach individuals !

JRemedy: Change society !

Activity

Inactivity

Calories per person per day

1980s Now ChangeF d il bilit 3 200 3 900 + 700 Food availability 3,200 3,900 + 700

Dietary intake 1,900 2,100 + 200Reality ?

Why ?NYT 11-9-05

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Available calories per person per day, 1909-2009

3,900

~3,200,

USDA/ERSConsuming Kids, 2008

2000

1980

2000

Ad Age 10-22-07

Early 1980s: “Shareholder Value Movement”

7-24-06

2005Result: companies must sell more to grow

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# Large-size portions introduced

Calories in food supply, MJ

Introduction of larger portions 3900

3200

400450

050

100150200250300350400

2 qtBowls

4 qtBowls

CaloriesEatenCaloriesEstimated

“Eat more”: Ubiquity !Ubiquity

Proximity

Compare:

Low prices

pSalad = $4.99

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Fresh

Processed

Food Companies

Advocacy Regulations Lawsuits Wall Street

Do Nothing Deny Change Products Fight Back

• Health claims• Functional foods• Self-endorse

• Lobby• Exempt from Laws• Attack Advocates• Blame Inactivity• Blame Personal Choice

Nutrition Labeling Act of 1990: Health Claims FDA:“We have lost 8 of 10 First Amendment decisions, and doing business the way we were doing it was unsustainable.”

Washington PostJuly 11, 2003

New York TimesJuly 6, 2003

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3

2

1

4

5

6

Functional foods: something extra—beyond normal nutrients—to improve health:

Vitamins and mineralsAntioxidantsCholesterol-loweringOmega-3sProbiotics and prebioticsH b l l tHerbal supplements

2008

2010

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Self-endorsements

Hannaford Supermarkets: 24% of 27,500 products qualify

Media spending, 2008

$66.1

$10.7Ad Age 7-29-09

■ Brand Loyalty■ Pester Factor■ Kids’ Foods

Front-of-Package Labels: U.K. “Traffic Lights”

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Industry Partners: $50K• Coca-Cola • ConAgra Foods• General Mills• Kellogg Company • Kraft Foods• PepsiCo • Unilever• Wal-Mart

2007-09: www.smartchoicesprogram.com

Criteria• Saturated fat: < 10% Calories• Added sugars: < 25% Calories• Sodium: < 480 mg/serving• 1 key nutrient > 10% DV

Wal MartHealth Partners: $40K• Am Diabetes Assoc• Am Heart AssocManagement• Am Society of Nutrition

44% of CaloriesSugar is 1st Ingredient

8-24-09

Philosophical question:

Is a “better-f ” for-you product a good choice ?

“Better than a doughnut” NYT 9-5-09 “It’s practically spinach”

The Economist 9-24-09

October 23

11-4-09

USA Today11-2-09

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With DHAVitamin C, Zinc, and Prebiotic

Fiber

October 21

Proposal 12/09

JAMA February 24, 2010

Nutritionists?

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New York City’s calorie labeling initiative, 2008 New York City’s drink-less-soda initiative, 2009

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Advise clients:

• Choose foods• Know the system

Ch n th s st m• Change the system

Change the system

• Neighborhood access• Schools

M k tin t kids• Marketing to kids• Farm supports• Campaign laws• Wall Street

Join the food revolution