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2	Key Messages Food industry holds the keys to solving the obesity crisis Your work is commendable, but falling short Things you can do
3	"You represent the Defenders" You represent the Defenders I am here to try to help you understand: How the food industry thinks and makes their decisions How you can motivate and drive them to doing what’s best for the public good
4	Obesity Playing Field Perceived Roles
5	Obesity Playing Field Primary Motivations
6	Obesity Playing Field Political Skews
7	Current Model Industry Consumer health per se is not the primary driver Must make money to survive and flourish Not rewarded by their shareholders just for going healthier Quarterly earnings pressures push short term agendas Historically, industry resistant to change, especially restaurants Positions have been passive and not proactive “Offer healthy options” “Consumers responsible for themselves”
8	Current Model Defenders Skeptical of industry’s willingness to change Perhaps jaded by industry resistance to proposed changes Lack financial arrows in their quiver to educate the public
9	Current Model Defenders Skeptical of industry’s willingness to change Perhaps jaded by industry resistance to proposed changes Lack financial arrows in their quiver to educate the public Perceived as absolute/draconian Good vs. bad foods Bans Taxation
10	The Defenders Education Not enough $ to counter marketing budgets of large food corporations Food Pyramid Guidelines difficult to interpret Emphasis on ingredients not end products Serving sizes still misunderstood Confusing – worst, not best foods at top (apex) On-package nutritional labeling required by NLEA has not stemmed tide of rising obesity Programs pushing fruits & vegetables have not increased frequency and consumption in the last decade
11	The Defenders School vending machine initiatives underway to replace/reduce high calorie beverages and snacks Trans fats banned in select municipalities and California Calorie counts on restaurant chain menu boards in New York City 80% of consumer experienced “sticker shock”
12	Current Model Consumers Consumers challenged to change their behavior Failed diets Lack of exercise/movement Stressed (time; mentally; physically) Convenience Culture Nutritionally confused Most lack the discipline to say “No” ⁽¹⁾ Only a minority plans/is structured enough to follow through Not an issue of “Should” – they know they should eat better (1) Source: Myers-Briggs Type Indicator
13	Results: America Still getting fatter No state recorded an obesity rate of 20% or higher in 1990; today only 1 state (Colorado) boasts an obesity rate under 20%! Southern tier in more dire straights Obesity rates in every state except Florida and Virginia @ 25% or more The only 3 states with obesity rates exceeding 30% are in the South Jury still out on newer initiatives
14	Implications Public health and regulatory initiatives are crucial….but alone will not get the job done
15	Epicenter of the Problem
16	So How Do We Address This?
17	So How Do We Address This? Industry must make $...RESPONSIBLY
18	So How Do We Address This? Industry must make $...RESPONSIBLY Defenders focus on guidelines not how-to’s; acknowledge corporations must make a profit
19	So How Do We Address This? Industry must make $...RESPONSIBLY Defenders focus on guidelines not how-to’s; acknowledge corporations must make a profit Consumers passengers; let them eat “healthier” cake
20	So How Do We Address This? Help the food industry profit from selling healthier food rather than penalizing them
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22	A Modest Approach Defenders, with industry/associations, identify what the goals are Set overarching Guidelines With timelines or milestones Provisions for non-compliance Food industry figures out how to solve the problem
23	Primary Goal Focus on reducing calories across company portfolios Other offenders like fat/sugars reduced by default
24	(Dietary) Energy Policy Example Guideline: A company’s weighted # of calories per product across its portfolio must be (X) within 5 years Comparable to Corporate Average Fuel Economy (CAFÉ) standards (Average 35 mpg by 2020) Why? Not enough automobile fuel (oil), too much dietary fuel (calories)
25	Case Examples Example #1 - School Vending
26	Case Examples Example #1 - School Vending
27	Case Examples Example #1 - School Vending
28	Case Examples Example #1 - School Vending
29	Case Examples Example #2 – Controlled Calorie Packs
30	Case Examples Example #2 – Controlled Calorie Packs
31	Case Examples Example #3a – Restaurant Initiatives
32	Case Examples Example #3a – Restaurant Initiatives
33	Can This Be Implemented?
34	Case Examples Example #3b – Restaurant Initiatives
35	Case Examples Example #3b – Restaurant Initiatives
36	Case Examples Example #3b – Restaurant Initiatives
37	Case Examples Example #3c – Restaurant Initiatives
38	Case Examples Example #3c – Restaurant Initiatives
39	“Weapons of Mass Consumption” Example
40	Case Examples Example #3c – Restaurant Initiatives
41	Case Examples Example #3c – Restaurant Initiatives
42	Will Industry Go For This? Must show them that not trying to truncate their profits Just want them to lower the calories for the public good Must even the playing field – Guidelines must apply to all chains/large players Don’t get caught up in the details
43	What Else Can You Do?
44	The Southern Block
45	The Way to Win-Win
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47	Stuffed: The Role of the Food Industry in Obesity Prevention