Opinion: How to Force Ethics On the Food Industry

A COURT has struck down, at least for now, New York City's attempt to slow the growth of obesity by limiting the portion size of sweetened beverages.

But governments should not be deterred by this and should step up their efforts to protect the public health by limiting the marketing tactics of food companies. Anyone who believes these interventions are uncalled-for doesn't know the industry the way I do.

I was part of the packaged food and beverage business for more than 20 years. As the national waistline grew, the industry sought refuge in the fact that the obesity epidemic has many causes. It has insistently used that fact to fight off government regulators and justify why it should not have to change what it sells or how it sells it.

With tobacco, the link between product and disease is direct and singular. But it is less clear with food: the rise in obesity is the result of multiple factors. Suburban life discourages walking. Escalators have replaced stairs. Schools have eliminated gym class. Kids play video games now, not kickball. Even the vast increase in two-income households over the past 40 years has had an impact, discouraging cooking and increasing reliance on packaged foods and chain restaurants. It all adds up.

So when it's time to pick the guilty party out of the police lineup, the food industry cries foul whenever critics point to it. "Hey," the industry complains, "why pick on us when everybody in the lineup is guilty?"

But that's not true. Everybody in this lineup of cumulative social and environmental changes may have played a role in the growth of obesity, but none are culpable the way the big food processors and soft drink companies are.

The industry is guilty because it knew what the consequences of its actions might be. Large food processors employed a flock of Ph.D. nutritionists and food scientists. The connection between calorie consumption and weight gain was always as plain as the number on the bathroom scale. But instead of acknowledging this and taking corrective action to sell a better product more responsibly, food processors played innocent by blending in with the crowd of causes. It's time to end the charade and mandate the needed changes that the industry has refused to make.

For much of my time in the food business, I defended the status quo. Then, as obesity's prevalence increased in the '90s, I argued for change. Today, more than eight years after leaving the industry because of its failure to reform, I still struggle with the paradox that defined the business. In so many other ways, these are good people. But, little by little, they strayed from the honorable business of feeding people appropriately to the deplorable mission of "increasing shareholder value" by enticing people to consume more and more high-margin, low-nutrition branded products.

Confronted with this, the executives who run these companies like to say they don't create demand, they try only to satisfy it. "We're just giving people what they want. We're not putting a gun to their heads," the refrain goes. Nothing could be further from the truth. Over the years, relentless efforts were made to increase the number of "eating occasions" people indulged in and the amount of food they consumed at each.

Even as awareness grew of the health consequences of obesity, the industry continued to emphasize cheap and often unhealthful ingredients that maximized taste, shelf life and profits. More egregious, it aggressively promoted larger portion sizes, one of the few ways left to increase overall consumption in an otherwise slow-growth market.

All this tells us two very important things. First, the food industry knows it has a problem, potentially a very big one if the forces against it ever do coalesce effectively. So, in maneuvering for protection by managing public opinion and policy formation, the industry will always try to camouflage itself as just one of many causes in the growth of obesity. Just as the National Rifle Association points to mental illness and violent video games as a way to deflect attention from the inherent dangers of guns, food processors will wring their hands about physical activity and, yes, video games. We shouldn't fall for it.

Michael Mudd is a former executive vice president of global corporate affairs for Kraft Foods. He retired in 2004.

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