Our City (capital C intended) by the bay has a proud history of food justice and environmental policy. We are perhaps one of the first cities to make the connection between low academic scores and nutrition.
Banning sugar-saturated soda in the school grounds or plastic bags from groceries is one thing. Taking on McDonald’s, however, now that is brave. McDonald’s have no compulsion to take on anyone and everyone, threaten them with court action and intimidate them until they back down. There is a roll call on the McLibel DVD of all the newspapers, magazines and talk shows that have crossed swords with McDonald’s. All have meekly sheathed their swords and mumbled an apology rather than go to court.
Of course, there were two young people who refused to back down and embarked on what became the longest court case in British history. Click here for the factual account, and here for the fictional one.
Back to San Francisco and a city ordinance has been proposed that will ban McDonald’s from offering a toy with the purchase of a Happy Meal unless there is a limitation on calories and the addition of fruit and vegetables. This proposal is, by the way, aimed at all fast food chains, but McDonald’s Happy Meals seems to have provided the impetus for the initiative.
McDonald’s, naturally, aren’t impressed with a Left Coast concern for growing childhood obesity or the plummeting school grades that are becoming common around our country. When Supervisor Eric Mar proposed the law, McDonald’s Corporation sent a team of executives to City Hall to protest.
The rest of us should feel grateful to McDonald’s – you can fight City Hall. McDonald’s claimed that this proposal would deny their customers the freedom to chose and is an attack on their and other businesses models of marketing.
To be fair, McDonald’s are not the only business exploiting children. On the other hand, City Hall is not just going after the fast-food industry. Our Mayor, Gavin Newsom (Link) has signed an order banning sweetened sodas from vending machines on city property, broadened a ban on tobacco sales in pharmacies to include grocery stores and big-box stores that also have pharmacies.
But with election season looming, the mayor has slowed his support. His opponent in the lieutenant governor’s race, Lt. Gov. Abel Maldonado, has accused him of trying to be the food police.
Karen Wells, who is McDonald’s VP for Nutrition and Menu Strategy claims that it is the responsibility of the parent to decide what their child should eat. Fair point. She also claimed that it would be difficult to implement. Now you’ve lost me.
“It’s different from what we’re doing today and different from what we’ve done for 25 years, successfully,” Wells said.
Now you really have lost me. It is a generally accepted principle that the companies who survive and thrive for decades do so because they are able to adapt to changing consumer consciousness and demand. While a multinational corporation is governed by the bottom line, surely there must be some acknowledgment of society’s need. In fact, if we all die of obesity connected disease, who will buy the burgers?
McDonald’s nutrition director, Cynthia Goody, points out that there is no evidence suggesting childhood obesity would be reduced by requiring a fruit or vegetable with all meals. It doesn’t deserve a comment…
…But I can’t resist.
If children see McDonald’s as an amazing place to go to and eat, couldn’t McDonald’s provide an educational example, a role model, for healthy nutrition? If children get used to eating fruit and vegetables at such cool places as McDonald’s, won’t it make eating fruit and vegetables at home easier?
Alon Shalev is the author of The Accidental Activist (now available on Kindle) and A Gardener’s Tale. He is the Executive Director of the San Francisco Hillel Foundation, a non-profit that provides spiritual and social justice opportunities to Jewish students in the Bay Area. More on Alon Shalev at www.alonshalev.com