Marion Nestle

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KEYNOTE PROGRESS TO DATE AND NEXT
STEPS Generation Excess III Washington, DC April
8, 2008
Marion Nestle Department of Nutrition,
Food Studies, and Public Health, NYU Academic
www.foodpolitics.com Blog www.whattoeatbook.com

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Newsweek, March 13, 2006
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You shouldnt have to be an Einstein to figure
out what to eat for supper
Time 6-12-06
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• Eat Less
• Move More
• Eat Fruits and Vegetables
• Dont Eat Too Much Junk Food
• Enjoy!

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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
obesityIt's 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
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Remedy Change society !

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2000
1980
women in the workforce
Ad Age 10-22-07
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NYT 11-9-05
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Spending on food
Calories in food supply
3900
3200
The Economist, 3-27-04
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Early 1980s Shareholder Value Movement

7-24-06
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Core problem food companies must sell more to
grow
2005
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Food outside the home ! Variety !
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Portion Size !
Large-size portions introduced
Calories in food supply, MJ

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Ubiquity !
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Proximity !
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Frequency !
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Low Prices !
Compare Salad 4.99

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Reversing societal norms Progress?

• No Maybe a bit Yes
• Outside the home ?
• Variety ?
• Large portions ?
• Ubiquity ?
• Proximity ?
• Frequency ?
• Low prices ?
• Barrier demand for corporate growth

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Rule 1 Put produce or flowers first
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Rule 2. Expose customers to as many
products as possible the more they see, the
more they buy
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Rule 3 Put high-profit items at eye level
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Rule 4 Use sugars to add value
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Advocacy Regulations Lawsuits Wall
Street
Food Companies
Do Nothing Deny Change Products Fight
Back

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

• Repackage
• Make new items
• Self-endorse
• Make health claims

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Rule 5 Use nutrition and health to sell foods
Nutrition Labeling Act of 1990 Health Claims
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Health Messages on Package Labels Calorie
distracters !
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3 cups / day As part of a diet low in saturated
fat and cholesterol 1998 study funded by
General Mills
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Wall Street Journal September 23, 24, 2003
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Natures 1 Antioxidant Fruit
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No high fructose corn syrup
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1-18-07
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2006
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Hannaford Supermarkets 23 of 27,000 products
qualify
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Advertising Age, September 3, 2007
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24 Million Kellogg, 2006
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Brand Loyalty Pester Factor Kids Foods
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• Getting your child to eat
• breakfast can be a struggle
• 1 serving
• Fibre of 2 chapattis
• Calcium of 2 glasses of milk
• 11 vitamins and minerals

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Adelaide, July 2007
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if you eat the junk food he promotes, you will
become as stout and potbellied as he is and will
really, really have to exercise
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Food is the new social movement
Tom Harkin (Dem-Iowa), March 16, 2005
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12-6-06
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12/06
April 2008 Still in litigation
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Good, Clean, FairSlow
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US News World Report 5-9-05
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Change society !
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Change Policy !

• Marketing to kids
• School meals
• Portion sizes
• Pricing strategies
• Community systems
• Farm supports
• Campaign financing
• Corporate regulations

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9-23-07