Michelle Obama is urging America's largest food companies to speed up efforts to make healthier foods, and reduce marketing of unhealthy foods to children.
Mrs Obama asked the companies, gathered at a meeting of the Grocery Manufacturers Association, to "step it up" and put less fat, salt and sugar in foods.
"We need you not to just tweak around the edges but entirely rethink the products you are offering, the information that you provide about these products, and how you market those products to our children," she said.
Reduce childhood obesity
The first lady has talked to schools and nutrition groups across the United States in her effort to reduce childhood obesity. This is the first time she has confronted the food companies that make the snacks and junk food that stuff grocery aisles and school vending machines.
The Grocery Manufacturers Association - which counts Kraft Foods Inc., Coca Cola Co. and General Mills Inc. among its members - invited her to speak at its science forum this week, and attendees gave her a standing ovation.
Welcoming the first lady and embracing her campaign for healthier kids, launched last month, could have advantages. The industry is positioned to take some blows in the coming year, including a child nutrition bill about to move through Congress that could eliminate junk food in schools, digging into some companies' profits.
The Food and Drug Administration is also beginning to crack down on misleading labelling on food packages, saying some items labeled "healthy" are not, and the Senate last year mulled a tax on soda and other sweetened drinks to help pay for overhauling health care.
That tax did not make it into the health care bill, but it could be seen as an opening shot in a quietly growing effort to target food companies, especially as local, state and federal governments scrounge for revenue in a tight fiscal environment.
Mrs Obama said she would like to see less confusing food labels and portion sizes and increased marketing for healthy foods. She urged companies not just to find creative ways to market products as healthy but to increase nutrients and reduce bad ingredients.
"While decreasing fat is certainly a good thing, replacing it with sugar and salt isn't," she urged. "This needs to be a serious industrywide commitment to providing the healthier foods parents are looking for at prices they can afford."
Targeting school lunches, vending machines
Mrs Obama's campaign is largely focused on school lunches and vending machines, along with making healthy food more available and encouraging children to exercise more.
Former President Bill Clinton, who in 2005 partnered with the American Heart Association for a similar campaign against childhood obesity, said he was thrilled that Mrs Obama had joined the cause.
"She'll get visibility for it that I can't get. She's a lot younger than I am. She'll relate better to a lot of the kids in the
schools. They'll relate better to her. I think it's a really great thing for her to do this," Clinton said, answering questions at a childhood obesity forum sponsored by Newsweek magazine.
Last week, Clinton announced that an effort aimed at replacing full-calorie soft drinks with reduced-calorie, smaller-portion beverages had reduced the number of beverage calories shipped to schools by 88% between 2004 and 2009.
While introducing Mrs Obama Tuesday, Rick Wolford, chairman and CEO of Del Monte Foods Co. and chairman of the Grocery Manufacturers Association, said it is "a watershed moment in the fight against obesity."
"We are willing to do more, and we are willing to go the extra mile," he said.
This approach is a far cry from the fights consumer groups had with food companies a decade ago, said Margo Wootan, director of nutrition policy at the Centre for Science in the Public Interest.
"When I first started working on junk food in schools, it was a very contentious issue where we regularly did battle with junk and snack food companies," she said. "Now it's a whole new world, and many of them are supporting updating standards."
Wootan said she believes that embarrassment is in part fuelling the companies' push, as more attention has been placed on foods' nutritional values or lack thereof. More uniform federal standards could also be helpful to food companies, she said, as some states and localities are creating their own standards for marketing and making foods.
"When you see the handwriting on the wall, it's time to get on the right side of the issue," Wootan said. - (Sapa/AP, March 2010)