Coca-Cola Archives - Real Food Media https://realfoodmedia.org/tag/coca-cola/ Storytelling, critical analysis, and strategy for the food movement. Fri, 15 Apr 2022 19:10:32 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.1 Organizing Toolkit: Taking on Big Soda https://realfoodmedia.org/portfolio/taking-on-big-soda/?utm_source=rss&utm_medium=rss&utm_campaign=taking-on-big-soda Fri, 09 Feb 2018 21:49:41 +0000 http://realfoodmedia.org/?post_type=portfolio&p=3208 Connecting the dots on sugar and reclaiming real food for our communities. Industrial agriculture and processed food corporations are flooding supermarket shelves with seemingly endless choice. But this abundance of packaged products and sugary drinks is deceiving. In reality, we lack real choice: the choice for fresh, local, and far more nutritious foods. Around the... Read more »

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Connecting the dots on sugar and reclaiming real food for our communities.

Industrial agriculture and processed food corporations are flooding supermarket shelves with seemingly endless choice. But this abundance of packaged products and sugary drinks is deceiving. In reality, we lack real choice: the choice for fresh, local, and far more nutritious foods.

Around the world, roughly 2 billion people are overweight, consuming too many calories from unhealthy sources driving a global public health crisis. One of the biggest culprits? Sugar and sugary drinks pushed by a handful of big corporations, with Coca-Cola and PepsiCo in the lead. These brands, which many have dubbed Big Soda, spend billions every year on a range of marketing and political tactics—including advertising, lobbying, and free trade agreements—to expand their reach in the United States and around the world.

These tactics are reminiscent of the tobacco industry’s decades-long fight against regulation and public education about the dangers of smoking. Like Big Tobacco, Big Soda has a vested interest in increasing sugary drink consumption despite the tragic and costly public health consequences. Like the tobacco industry, Big Soda markets aggressively, especially to young people and communities of color.

The good news? People power everywhere is taking on Big Soda. Strategies like soda tax campaigns, spearheaded by the communities most affected by health disparities, are spreading and making big wins. As part of a range of community-based strategies to reclaim our food systems, soda taxes have been successful in reducing consumption and generating revenues to support public health.

 

The resources in this toolkit will help you organize a fun and engaging film-based event, shine a light on Big Soda’s tactics, explore people-powered strategies, and offer ideas to counter Big Soda’s influence in our lives.


Photo by Andy Schultz/Flickr

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How to Win Against Big Soda https://realfoodmedia.org/how-to-win-against-big-soda/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-win-against-big-soda https://realfoodmedia.org/how-to-win-against-big-soda/#respond Sun, 15 Oct 2017 22:57:49 +0000 http://realfoodmedia.org/?p=2874 by Anna Lappé and Christina Bronsing-Lazalde, The New York Times The soda industry won big in Chicago this week when county commissioners voted to scrap the 1-cent-per-ounce tax on sugary drinks that had been in place for just two months. This is a stark turn for the effort to tax these drinks, which has been... Read more »

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by Anna Lappé and Christina Bronsing-Lazalde, The New York Times

The soda industry won big in Chicago this week when county commissioners voted to scrap the 1-cent-per-ounce tax on sugary drinks that had been in place for just two months.

This is a stark turn for the effort to tax these drinks, which has been making headway as voters and City Councils in at least a half-dozen other cities, including San Francisco and Philadelphia, in recent years approved measures in favor of soda levies. The sudden about-face in Chicago, after a battle in which both sides spent millions on TV and radio ads, offers an important lesson for advocates of these taxes, ourselves included, as the industry we call Big Soda takes aim at other communities: We can’t forget the grass roots.

While we are longtime healthy-food advocates, we have only recently awakened to the alarm bell of sugary drinks. For years, these drinks were flagged for “empty calories” that lead to weight gain. Today, the public health community understands that consuming sugar — particularly in liquid form — increases risks of serious health conditions, such as heart disease, Type 2 diabetes and nonalcoholic fatty liver disease, not to mention tooth decay. A 2010 study found that consuming just one to two sugary drinks a day increases your risk of developing diabetes by 26 percent.

While sugar is everywhere — in cookies and crackers, breads and pasta sauce — the single largest source in the American diet is sugary drinks. A 20-ounce Coca-Cola contains 65 grams of added sugar, significantly exceeding the American Heart Association’s daily maximum recommendation for adult women, 25 grams, and adult men, 36 grams.

It’s not hyperbolic to claim that sugary drinks pose a major public health threat. Nationally, we spent $245 billion on diabetes medical costs in 2012. By 2030 we could be spending as much as $818 billion on the direct medical costs of heart disease. Both illnesses are associated with the consumption of sugary drinks.

Fortunately, we have effective tools for addressing this crisis. Taxes on sugary drinks are one. As a peer-reviewed study published this spring found, since the tax went into effect in Berkeley, Calif., in March 2015, purchases of healthier drinks have gone up and sales of soda have gone down, all without consumer grocery bills increasing or the local food sector losing money. The tax raised about $1.5 million last year for nutrition and health programs in a city of 113,000 people.

Since Berkeley passed its tax, seven municipalities have followed suit, and many others, even some states, are interested in doing the same. This has Big Soda scared because these taxes — with the awareness they create about the health effects of sugar and the consumption they reduce — threaten the industry’s bottom line.

How scared? Leaked internal Coca-Cola emails last year revealed a “coordinated war” against policies like these, says a public health advocate, Kyle Pfister, who has studied these documents. This war, waged by the American Beverage Association and sugary drink manufacturers like Coca-Cola, includes a slew of duplicitous tactics, like funding research to give a hue of legitimacy to their anti-tax claims, pursuing social media influencers, lobbying at every level of government and targeting key journalists for persuasion. These time-tested tactics have been used by the tobacco industry in its fight against cigarette taxes.

The industry also starts and funds faux grass-roots organizations. In another email, a trade group representative boasted about the impact of Philadelphians Against the Grocery Tax, an industry-funded group, which deployed an aggressive media strategy that achieved a “significant shift in public attitudes away from initial majority support for the discriminatory tax” in Philadelphia. In the end, the industry lost there.

In Cook County, which includes Chicago, the industry’s “Can the Tax” campaign spent millions on local TV ads and pressured commissioners, in particular critiquing the use of the soda tax revenue to help cover budget deficits. (In other cities, the money has been directed to public health concerns or, in the case of Philadelphia, to fund universal pre-K.) When Jesus Garcia, a Cook County commissioner, signaled he would vote to repeal the tax, he acknowledged that the beverage industry used its financial power to shape public opinion before supporters of the tax were able to craft their own message for a public debate.

There is an important lesson here: When efforts for sugary-drinks taxes are driven and supported by community coalitions that build public awareness early on, they’re better able to withstand industry attacks. Strong coalitions are vital both to adopt new taxes and to ensure they remain to curb consumption and generate funds for public health programs.

In Berkeley, the industry waged a $2 million anti-tax campaign. We credit the success of the tax effort there to a broad-based community coalition — a united front of the local NAACP., Latinos Unidos, teachers unions and many more groups. This compact was strong enough to withstand the industry’s onslaught. We won decisively, with 76 percent of the vote. Community engagement is key.

While the Cook County decision is a setback, it’s a clear reminder of what it will take to win. There’s no substitute for good, old-fashioned community building. We know we will be outspent. Let’s not be outnumbered.


Originally published in The New York Times

Photo by Jean Balzan/Pexels

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Home Flavored https://realfoodmedia.org/video/home-flavored/?utm_source=rss&utm_medium=rss&utm_campaign=home-flavored Sat, 01 Apr 2017 06:35:49 +0000 http://realfoodfilms.org/?post_type=video&p=1486 The post Home Flavored appeared first on Real Food Media.

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Soda Politics: Taking On Big Soda (And Winning) https://realfoodmedia.org/portfolio/soda-politics/?utm_source=rss&utm_medium=rss&utm_campaign=soda-politics https://realfoodmedia.org/portfolio/soda-politics/#respond Fri, 12 Aug 2016 20:04:52 +0000 http://realfoodmedia.org/?post_type=portfolio&p=1356 Sodas are little more than flavored sugar-water and cost practically nothing to produce or buy, yet have turned their makers—principally Coca-Cola and PepsiCo—into a multibillion-dollar industry with global recognition, distribution, and political power. So well established to contribute to poor dental hygiene, higher calorie intake, obesity, and type-2 diabetes that the first line of defense... Read more »

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Sodas are little more than flavored sugar-water and cost practically nothing to produce or buy, yet have turned their makers—principally Coca-Cola and PepsiCo—into a multibillion-dollar industry with global recognition, distribution, and political power. So well established to contribute to poor dental hygiene, higher calorie intake, obesity, and type-2 diabetes that the first line of defense against any of these conditions is to simply stop drinking sodas. How did such products become multibillion dollar industries and international brand icons?  In Soda Politics, which won the 2016 James Beard Award for Writing & Literature and the International Association of Culinary Professionals Jane Grigson award for distinguished scholarship, Marion Nestle answers this question by detailing all of the ways that the soft drink industry works overtime to make drinking soda as common and accepted as drinking water. Nestle, a renowned food and nutrition policy expert and public health advocate, shows how sodas are principally miracles of advertising. And once they have stimulated that demand, they leave no stone unturned to protect profits. But Soda Politics does more than just diagnose a problem–it encourages readers to help find solutions. Health advocacy campaigns are now the single greatest threat to soda companies’ profits. Soda Politics provides readers with tools to counter Big Soda in order to build healthier and more sustainable food systems.

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What Bernie Gets Wrong About the Soda Tax https://realfoodmedia.org/what-bernie-gets-wrong-about-the-soda-tax/?utm_source=rss&utm_medium=rss&utm_campaign=what-bernie-gets-wrong-about-the-soda-tax https://realfoodmedia.org/what-bernie-gets-wrong-about-the-soda-tax/#respond Thu, 05 May 2016 18:13:09 +0000 http://realfoodmedia.org/?p=1280 He’s missing a chance to join a truly progressive cause. by Anna Lappé An estimated 27,500 people in Los Angeles, 20,000 in Seattle, and 18,500 in the Bronx: Bernie Sanders is sparking some of the biggest crowds in primary history. For millions across the country, his message is clearly resonating. It’s refreshing to hear someone running... Read more »

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He’s missing a chance to join a truly progressive cause.

by Anna Lappé

An estimated 27,500 people in Los Angeles, 20,000 in Seattle, and 18,500 in the Bronx: Bernie Sanders is sparking some of the biggest crowds in primary history. For millions across the country, his message is clearly resonating. It’s refreshing to hear someone running for the country’s highest office finally articulate (without any prodding!) core progressive policies: from taking on Wall Street to reforming campaign finance to making college affordable—the list goes on. So it stunned many progressives to hear Sanders attack Philadelphia’s plan to tax sugary drinks; he called soda taxes regressive and came out swinging.

Like health advocates across the country, I think Sanders got it wrong: These taxes in fact reflect the progressive values he holds dear.

It’s the very communities Sanders says he’s trying to protect that have been at the beating heart of campaigns for soda taxes.

As a resident of Berkeley, California, the first city in the United States that has passed a tax of this kind, and as someone who has been working to sound the alarm on the epidemic of diet-related illnesses for years, I have had a ringside seat at the battle against Big Soda. And I think that if Sanders had firsthand knowledge of the fight, he too might be moved to see these taxes differently.

Sanders claims soda taxes will “disproportionately affect low-income and middle-class Americans.” But here in Berkeley, as with other places soda taxes are being proposed, it’s the very communities Sanders says he’s trying to protect that have been at the beating heart of the campaigns.

When Berkeley took on the soda tax, the campaign connected people from all walks of life. The NAACP, Latinos Unidos, the entire school board, every single city council member, and dozens of other groups were all united in their support. Across race, class, and age, the community came together against a deluge of Big Soda money to defend a strategy to help take on one of the biggest public health crises of our time.

Supporters of these taxes understand they are “regressive” only in the most simplistic sense. As with any tax that could lead to higher prices to consumers, from cigarettes to carbon, one could allege they make the poor pay disproportionately more. In Philadelphia, the 3 cent per fluid ounce excise tax on sugary drinks levied on distributors could raise a $0.99 12-ounce Coke to $1.35 if the tax were passed on entirely to consumers. For a $7.25 hourly minimum-wage worker, that price hike would therefore be a bigger relative burden than for, say, the CEO of Coca-Cola who made roughly $7,000 an hour last year.

Philly’s soda tax could prevent 2,280 new cases of diabetes and 36,000 new cases of obesity every year.

But it’s wrong to leap from that simplistic calculation to call these taxes an encumbrance on the poor. It’s not like this tax is for something people have to buy—a tax, for instance, on water or fruits and vegetables. No one needs Coca-Cola to survive and, in fact, drinking soda is a key driver of serious illness. Indeed, a study of the effect of a soda tax in Philly found that the potential price increase could reduce soda consumption, preventing 2,280 new cases of diabetes and 36,000 new cases of obesity every year. Over the course of a decade, the levy could save the city $200 million in averted health care costs. That’s yuge! as Sanders would say.

Progressives have long understood that one of the ways to take on predatory industries whose products hurt the most vulnerable among us is through consumption taxes—something Sanders understands when he speaks in favor of taxing cigarettes.

So maybe Sanders just isn’t hip to the evidence about the harm caused by sugary drinks. And I get it: Many still don’t perceive soda as being as troubling as tobacco. But the science is in. Long-term, peer-reviewed studies have clearly demonstrated the links between sugary drinks and a wide range of illnesses, from diabetes to heart and liver disease to weight gain—not to mention the damage to dental health. Drinking just one or two sugary drinks a day can increase the chances of developing Type 2 diabetes by 26 percent. And reducing soda consumption is increasingly seen as the best first step to halting weight gain. (I experienced this myself when I cut out sugar-sweetened beverages as a cash-strapped grad student. No longer able to afford my habit of multiple Snapple drinks a day, I went cold turkey and dropped 15 pounds. Save for my two pregnancies, I have never gained them back.)

We also know the burden of these diet-related diseases is not evenly experienced by race and class—and that’s putting it mildly. I bet the CEO of Coca-Cola doesn’t live in a community where 1 in 2 residents either have diabetes or are on the way to being diagnosed with it, as is the case in many low-income communities nationwide. Consider this shocking fact: According to the American Diabetes Association, African Americans and Latinos are 70 percent more likely to be diagnosed with diabetes than their white peers. In other words, the potential benefits of these taxes will be greater for the communities whose health has been most undermined by soda.

The potential benefits of these taxes will be greater for the communities whose health has been most undermined by soda.

The most powerful moments of the Berkeley versus Big Soda campaign were hearing community members describe their direct experience with the costs of diabetes: from forfeited wages because of days spent caring for parents or kids to lifelong health problems including heart disease, comas, infertility, vision loss, insulin replacement, even amputations. (Yes, amputations.) At least 73,000 lower-limb amputations were performed nationwide in 2010 on people with diagnosed diabetes. The economic toll of this rising epidemic cannot be stressed enough.

These taxes are beneficial—and reflect progressive values—in another way: Revenues reaped can disproportionately benefit a community’s most at-risk residents. Here in Berkeley, our tax on distributors (one penny per fluid ounce) is on track to bring in $1.5 million annually, which will be used to support health education and diabetes prevention. In Philly, the mayor would use the revenue to fund universal pre-K.

The other charge Sanders makes against these taxes is that they are job killers, leading to “the loss of thousands of good-paying jobs.” There is no evidence this would be the case. Here in Berkeley, where the soda tax was implemented March 1, 2015, there’s been no indication of jobs lost.

It’s perplexing to me that Sanders would embrace an anti-soda-tax stance. His particular volleys—”It’s a jobs’ killer!” “It’s regressive”—are straight from the pages of the beverage industry’s PR playbook. And they echo tobacco industry misinformation that came before them. When cigarette taxes were first proposed, the industry cried foul, too, claiming the poorest people would be most burdened by rising costs, that jobs would be lost. Instead, we’ve seen one of the most positive public health success stories of a generation as smoking rates have plummeted.

Sanders argues that instead of soda taxes we should tax corporations more. Today’s effective corporate tax rate, he notes, is just 22.8 percent, down from 31.7 during the Reagan years and resulting in the loss of an estimated $166 billion every year. What progressive would disagree with Sanders here? But I’m not sure why Sanders presents these positions as either/or. Soda taxes are just one tool in progressive toolbox to take on corporate power and address the devastating epidemic of diet-related illnesses.

The soda industry’s trade group has spent an estimated $64.6 million since 2009 fighting soda taxes.

And what a tool they can be. The soda industry knows this. That’s why its trade group, the American Beverage Association, has spent an estimated $64.6 million since 2009 fighting soda taxes, according to analysis from the Center for Science in the Public Interest. (That doesn’t even include this year’s lobbying spend in California’s capital to fight a proposed statewide tax and more going to undermine fledgling efforts in Oakland, California, Philadelphia, and beyond). In Berkeley, a city of 116,000 people, the trade group spent $2.4 million in an onslaught of negative ads, misinformation, and paid supporters. Big Soda even got in-kind donations from Landmark Theaters to play anti-tax ads before movies in local theaters.

Despite this big spend and thanks to an incredible community effort—the kind of people power I would have thought Sanders would love—we won, and we won big. (Even San Francisco—where the industry outspent the community 31 to 1, shelling out $9.2 million to oppose the tax—55.6 percent of voters supported it, with the vote only failing because it fell short of the two-thirds needed there.)

I wonder whether things would be different if Sanders had been at the Berkeley versus Big Soda headquarters on election night. There, under the bare bulbs of a cavernous room on the main strip of downtown Berkeley, hundreds stood shoulder to shoulder watching as the election results rolled in—and cheering and hugging as the number of precincts crept up.

We stood, a community united, listening to what this campaign had meant to the people at the heart of it: A pediatric dentist recounted how the campaign had transformed her despair at the deterioration of dental health into determined action. A young Latino organizer whose aunt had been hospitalized that very evening from complications from diabetes, shared that the effort had given him a tangible way to use his agony about the illness ravishing his family to make a difference. An African American reverend shared how the grief of losing his 29-year-old son to diabetes propelled him to work tirelessly for the campaign; no other father should lose a son to this disease, he said.

If Sanders had been at the Berkeley soda tax HQ on election night, listening to these voices and more like them, I wonder if he, too, would have been brought to tears—and, whether he, too, would have joined in the thunderous applause as the final results came in. Despite Big Soda’s big spending, the people had triumphed. The final tally: 76.2 percent in favor of the tax.

Just like the city had done in setting policy precedent by being the first to voluntarily desegregate its schools, and to provide curbside recycling, to create curb-cuts for wheelchair accessibility, now Berkeley had passed the first tax on sugary drinks in the United States. There will be more.

Communities across the country are taking up similar taxes, from Philadelphia to Boulder, Colorado, to Oakland. In response, Big Soda will redouble its efforts to confuse the public, distort the science and undermine the credibility of advocates—and they’ll undoubtedly take on the dual mantras Sanders echoed. They have nearly bottomless pockets to do so. (Coca-Cola alone spent $3.5 billion in marketing in 2014.) But Berkeley has shown that strong coalitions can take on even the world’s largest corporate behemoths. It’s a David versus Goliath battle that any progressive should love.


Originally published in Mother Jones

Photo by Miranda Pederson/Daily News via AP

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The Food Movement is Small? Not From Where We Sit, It Isn’t https://realfoodmedia.org/the-food-movement-is-small-not-from-where-we-sit-it-isnt/?utm_source=rss&utm_medium=rss&utm_campaign=the-food-movement-is-small-not-from-where-we-sit-it-isnt https://realfoodmedia.org/the-food-movement-is-small-not-from-where-we-sit-it-isnt/#respond Mon, 08 Feb 2016 00:39:51 +0000 http://realfoodmedia.org/?p=1095 by Anna Lappé and Congresswoman Chellie Pingree In her latest column for The Washington Post, “The surprising truth about the ‘food movement‘,” Tamar Haspel argues that the number of people who really care about where their food comes from, how it is grown and its impact on our health and the environment is surprisingly small. We... Read more »

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by Anna Lappé and Congresswoman Chellie Pingree

In her latest column for The Washington Post, “The surprising truth about the ‘food movement‘,” Tamar Haspel argues that the number of people who really care about where their food comes from, how it is grown and its impact on our health and the environment is surprisingly small.

We think she’s wrong. As two people who talk to consumers, farmers and retailers every day about food buying choices, we can tell you that the level of awareness and concern for the food we are eating is higher than it has ever been — and shows in changing attitudes and in changing habits, too.

But don’t take our word for it. Listen to food industry analysts like Scott Mushkin, who said last year: “To me, the biggest change is what’s going on with eating trends in the U.S. It’s stunning how much food patterns have changed.” His firm’s research found that the No. 1 one message of women surveyed was that they want to buy more fresh fruits and vegetables.

Or look at indicators from the marketplace: Flagging profits at Walmart are a sign of the public’s changing attitudes toward food. The company was seen as a mortal threat to traditional food retailers when it entered the market, more than 15 years ago. Today, Walmart finds itself competing poorly with smaller stores offering fresh, local produce and even with other big-box stores, such as Costco, now the nation’s largest seller of organic food.

Meanwhile, sales of regular soda in the United States have declined a jaw-dropping 25 percent in the past two decades. This, despite Coca-Cola’s spending $3.5 billion on advertising in 2014 alone and dispensing millions in charitable donations to woo the public and deflect concern about its most profitable — and least healthful — products.

Those consumption trends are a reflection that Americans increasingly care about where their food comes from, how it is grown and the health and environmental implications of what they feed their families. Let’s be clear: These changes didn’t just happen. The shifts we are talking about are occurring as a result of the concerted work of dedicated advocates, activists and community-based organizations that are changing the marketplace and the food system. They are doing it not just through purchasing decisions but also by holding their elected officials accountable and demanding better food policy at local, state and national levels — all against the backdrop of billions in marketing by the processed-food and fast-food industries.

I don’t know about you, but that sounds like a food movement to us.

Yes, conventionally grown food still makes up the vast majority of what Americans buy on a daily basis. But that doesn’t reflect a lack of demand for organic food; it reflects a lack of supply. We’ve heard personally from the people who run large food companies that one of their biggest challenges is meeting the demand for organic fruits, vegetables, dairy and meat. And this brings up a very important point: The staggering gap between supply and demand reflects the regulations, policies, infrastructure — and even financial markets — that greatly favor conventional agriculture through billions of dollars’ worth of subsidies, generous insurance coverage, extensive research, technical help and even marketing assistance that make it difficult for farmers to transition to organic. The reality is the demand for organic is growing by leaps and bounds, limited only by the ability for supply to match it.

The demand for fresh, local and organic is seen clearly in the popularity of the nation’s farmers markets. Haspel argues that this popularity is waning, citing figures of plateauing sales. But other evidence points to a different story. Data from the USDA’s farmers market manager survey conducted last year found a bump in business: Among the more than 8,400 markets nationwide, 61 percent of those surveyed reported increased traffic; more than half reported increases in year-on-year sales. Because the USDA survey she looked at is done only once every five years, Haspel’s data was from 2007 to 2012, which, as you might remember, coincided with the country’s crippling recession, when the number of Americans struggling with hunger shot up by 12.8 million and consumers stopped spending. Sales of lots of things — homes, cars, refrigerators, even food — felt the effects of the economic downturn.

The change in the kind of food we buy isn’t happening just at grocery stores and farmers markets. Between 2006 and 2012, for example, there was a 430 percent increase in farm-to-school programs, reaching more than 4,000 school districts across the country with locally sourced food in school meals. The number of regional food hubs that connect farmers with wholesale, retail, institutional and individual buyers also grew by almost 300 percent during that time. That kind of growth doesn’t just happen. It takes organized, committed parents, teachers, food-service directors and administrators. It takes city planners, business, farmers, restaurateurs and retailers coming together.

These changing attitudes toward food are reflected in public opinion. A poll conducted last fall by bipartisan team Lake Research Partners and Bellwether Strategies for the Plate of the Union campaign found that voters are overwhelmingly concerned that not all Americans have access to healthful, affordable food and want to see policymakers take bold action to remedy it.

The food movement we are part of is a movement made up of farmers and farmworkers, of teachers and public health officials, of policymakers and chefs, and of everyday Americans from all walks of life. Despite what opinion writers such as Haspel say, they care about labeling genetically modified organisms (GMOs), farmworker rights and the effects of chemicals used to grow their food.

Big change never comes easily, and it never happens quickly. Along the way there will always be those who doubt it’s happening at all. But we can see it happening across the country — in grocery stores, in school cafeterias, on family farms. And even in the halls of Congress.


Chellie Pingree is an organic farmer and a member of the House of Representatives (D) from Maine. Anna Lappé is a national bestselling author, co-founder of the Small Planet Institute and director of Real Food Media.

Originally published in The Washington Post

Photo by Melina Mara/The Washington Post

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Big Food Uses Mommy Bloggers to Shape Public Opinion https://realfoodmedia.org/big-food-uses-mommy-bloggers-to-shape-public-opinion/?utm_source=rss&utm_medium=rss&utm_campaign=big-food-uses-mommy-bloggers-to-shape-public-opinion https://realfoodmedia.org/big-food-uses-mommy-bloggers-to-shape-public-opinion/#respond Fri, 01 Aug 2014 06:35:01 +0000 http://realfoodmedia1.wpengine.com/?p=809 by Anna Lappé This past weekend, biotech giant Monsanto paid bloggers $150 each to attend “an intimate and interactive panel” with “two female farmers and a team from Monsanto.” The strictly invitation-only three-hour brunch, which took place on the heels of the BlogHer Conference, promised bloggers a chance to learn about “where your food comes... Read more »

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by Anna Lappé

This past weekend, biotech giant Monsanto paid bloggers $150 each to attend “an intimate and interactive panel” with “two female farmers and a team from Monsanto.” The strictly invitation-only three-hour brunch, which took place on the heels of the BlogHer Conference, promised bloggers a chance to learn about “where your food comes from” and to hear about the “impact growing food has on the environment, and how farmers are using fewer resources to feed a growing population.” Though the invitation from BlogHer explicitly stated, “No blog posts or social media posts expected,” the event was clearly designed to influence the opinions — and the writing — of a key influencer: the mommy blogger. Another invite-only event in August will bring bloggers to a Monsanto facility in Northern California for a tour of its fields and research labs. Again, while no media coverage is expected, the unspoken goal is clear.

Stealth marketing techniques, such as these by Monsanto, reveal how the food industry — from biotech behemoths to fast-food peddlers — is working surreptitiously to shape public opinion about biotechnology, industrialized farming and junk food.

We’ve come a long way from Don Draper’s whisky-infused ad concepts meant for old-style print publications. As our media landscape has changed, Big Ag has changed along with it, devising marketing to take advantage of this new terrain and influence the people and platforms — not just journalists and newspapers — that shape our understanding of farming and the health impacts of biotechnology and junk food.

Sean Timberlake, who has been blogging for nearly a decade, characterized industry’s move into the social media space as “sweeping and vast.” He explained that back when he started out, “I don’t think the Monsantos of the world understood what blogs were — or cared,” but now, “companies develop entire budget lines for social media programs. They build it into their whole ad budget.” Ad networks such as BlogHer and Federated — two of the biggest — facilitate companies’ advertising and outreach on blogs by aggregating blogs to sell as a bigger package. These networks, Timberlake explained, “can be leveraged and used as a bullhorn for their marketing.”

Sure, PR is an old game, but Big Ag is giving the age-old techniques of shaping public opinion a new, sneakier spin. Much of today’s marketing happens behind the scenes and off the printed page — on the Web pages of blogs, on Twitter feeds and Facebook pages, through sponsored content and industry-funded webisodes and on the stages of big-ideas festivals.

Monsanto is not the only food company engaging with the blogosphere. Mommy bloggers are the food industry’s newest nontraditional ally. McDonald’s has been wooing them aggressively too, offering sweepstakes in partnership with BlogHer for the company’s Listening Tour Luncheon, an exclusive event with the head of McDonald’s USA — framed as a two-way conversation about nutrition, but more likely a gambit to garner the support of a powerful group of influencers. And in Canada, McDonald’s offers All-Access Mom, behind-the-scenes tours of the company’s inner workings.

It’s not just through blogger meet-and-greets that industry is attempting to sway opinion. Video is an increasingly popular (and shareable) medium for PR disguised as content. This summer, for example, Monsanto is funding a Condé Nast Media Group film series called “A Seat at the Table.” According to a casting call, each three- to five-minute episode will cover questions such as “Are food labels too complicated?” and “GMOs: good or bad?” and will feature “an eclectic mix of industry and nonindustry notables with diverse viewpoints.” It’s hard to imagine truly free-flowing discussions resulting, paid for as they are by a company with a definitive take on — and stake in — the food-labeling wars. The U.S. Farmers and Ranchers Alliance, meanwhile, funded the documentary “Farmland,” described as a “look at the lives of farmers and ranchers,” but whose narrative — as critics have been quick to point out — “glorif[ies] the trend toward larger, more industrialized farms.” No surprise, given that the film’s financing comes from an agribusiness front group.

Big Ag is putting its communications dollars toward big-ideas events too, such as the Aspen Ideas Festival, where underwriters such as Monsanto are celebrated — and get a voice. Monsanto executives got to share their opinions onstage about GMO labeling (surprise: they’re not in favor of state-based labeling initiatives) and how best to feed the world (again: their chemicals and genetically engineered seeds are key to combating hunger). And past years have seen Coca-ColaDuPont and Syngenta executives all touting their companies’ sustainability onstage.

The uptick in these stealth-marketing strategies coincides with growing popular outcry about agricultural chemicals, soda and junk food and genetically modified ingredients. Consider that despite millions spent on marketing over the two decades since genetically engineered seeds were first commercialized, 93 percent of Americans still think GMOs should be labeled and 65 percent are either unsure about the technology or believe it to be unsafe. Last year, when Monsanto retained the PR firm FleishmanHillard, known for its work with social media and agribusiness, to develop its new marketing initiatives, it did so “amid fierce opposition to the seed giant’s genetically modified products,” noted the Holmes Report, a PR industry publication.

The father of public relations, Edward Bernays, might never have dreamed up the age of Twitter and Facebook, but he likely wouldn’t be surprised to see food-industry tweets and Facebook ads dressed up as news. Bernays knew the importance of constant PR innovation. If the public “becomes weary of the old methods used to persuade it,” he wrote in his 1928 book “Propaganda,” then we must simply present our “appeals more intelligently.” Or, as we’re seeing with Monsanto and its food industry counterparts, if not exactly intelligently, then at least more surreptitiously: on the podium, the Twitter feeds and the mommy blogs.


Originally published in Al Jazeera America

Photo by Steve Jennings/Getty Images for McDonald’s via Al Jazeera America

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