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The reach and impact of the multinational food and beverage industry - 'Big Food'- has been thoroughly under-examined, according to New Zealand experts responding to a new series of medical journal articles calling for greater scrutiny of the industry.
The journal PLoS Medicine (Public Library of Science Medicine) is launching a special series of articles highlighting the influence and impact of the food industry.
In an editorial to launch the new series on Big Food the PLoS Medicine editors and guest editors argue that the multinational food and beverage industry has a growing influence on the global health agenda and a major role in the obesity crisis, but that its activities have not been met with sufficient scrutiny or skepticism.
A full press release from PLoS Medicine and the first three articles to be published in the series are available in the SMC Resource Library.
The first articles in the series, published today, include an editorial as well as an essay from guest editors Marion Nestle from New York University and David Stuckler from Cambridge University which describes the public health response so far to Big Food as a "failure to act."
In a third policy forum article, media and public health experts draw parallels between the public relations efforts of soda drink companies and those used by tobacco product manufacturers, highlighting several 'Corporate Social Responsibility' (CSR) campaigns that distract from their products' health risks.
They conclude: "Public health advocates must continue to monitor the CSR activities of soda companies, and remind the public and policymakers that, similar to Big Tobacco, soda industry CSR aims to position the companies, and their products, as socially acceptable rather than contributing to a social ill."
The Science Media Centre contacted New Zealand experts for further comment on the issues put forward in the PLoS Medicine series on Big Food. Feel free to use these quotes in your reporting. If you would like to contact a New Zealand expert, please contact the SMC (04 499 5476; smc@sciencemediacentre.co.nz).
These comments are abridged, full commentary can be found on the Science Media Centre website.
Prof Janet Hoek, Department of Marketing, University of Otago, comments:
"Here in New Zealand, food companies employ many of the strategies used previously by tobacco companies; these are evident in many areas. Despite questions about the effectiveness of industry self-regulation, food advertising remains self-regulated and complainants do not find the process easy to navigate.
"Food companies make extensive use of corporate social responsibility campaigns (CSR). Coca Cola's Christmas in the Park pairs a drink with few, if any, nutritional benefits to an iconic childhood character. Ronald McDonald visits schools to promote road safety, reaches into many children's sports with "Player of the Day" vouchers, and provides parents whose children are ill with a home away from home via the Ronald McDonald houses. If these gestures did not address a marketing objective, they would be unbranded and the pairings that have been so carefully developed would not be the subject of extensive advertising and PR activity."
"We need to realise that people do not engage in rational or detailed assessments before they purchase food (or anything else). They spend a few seconds, at most, assessing the options available to them and, for the most part, nutrition information is hidden in plain view. It is present, but on the back or side of pack, where it has little visual impact, and it appears in a form most people find incomprehensible (either as part of the mandatory nutrition information panel or in the voluntary percent daily intake information).
"The best option is for governments to show leadership draw on the available research evidence, restrain the marketing that can be undertaken, and provide consumers with information they can actually see and use."
Dr Gabrielle Jenkin, Department of Public Health, University of Otago Wellington, comments:
"There are New Zealand examples of the undue influence of 'Big Food' in NZ. Their influence is everywhere.
"The food industry in NZ dominates nutrition policy - this is why we don't have any government regulation of junk food advertising (only very weak voluntary codes) and why we still don't have front of pack traffic light labelling.
"The food industry position on individual responsibility dominates the media discourse (think of all the TV shows on weight loss that blame individuals - The Biggest Loser, Honey We're Killing the Kids, the Evil Diet Witch, Embarrassing Fat Bodies, etc. ) and very little on the food industry and the obesogenic environment. How can two thirds of the population be suffering from an epidemic of lack of will power and personal irresponsibility. The fact is, it is now abnormal to be a healthy weight!"
Prof Elaine Rush, Professor of Nutrition, AUT, comments:
"Personal and individual behaviour and responsibility are NOT causes of the obesity epidemic It is very pleasing that the role and responsibility of Big Food is being scrutinized and questioned.
"BIG food suppliers, multinationals, do control what people eat. Accessibility and availability of food determine what goes into the mouth. Coca cola is one of the most common words in the world and the golden arches of McDonalds are ubiquitous. From early in life children learn to recognize these symbols and also to appreciate the palatability and consistency of the products. The problem is that the food is energy dense, nutrient poor and ingredients such as sugar have addictive and toxic properties. The addiction is further enhanced when caffeine is added.
"We elect governments to provide regulation and policy, to protect our human rights. The need is to protect children and their children and BIG food and food systems need to be held accountable and take responsibility."
Prof Jim Mann, Director of the Edgar National Centre for Diabetes and Obesity Research (ENCDOR) and the WHO Collaborating Centre for Human Nutrition, comments:
"When it comes to comparing sugary beverages to tobacco, we know that tobacco is the major cause of lung cancer, and we know that tobacco is major a contributor to many other diseases, including heart disease. But the contribution of sugar to obesity - although obesity is incredibly important - is probably much smaller.
"My concern is that by giving sugary drinks a heavy emphasis - PLoS Medicine is a major platform - you lose the big picture of obesity, which is a package deal.
"Regarding food industry lobbying, there are good points raised of the industry doing all sorts of things to cover up their activities. There is no doubt the food industry is involved in very concerning activities because they are there not working for the health of humankind but for the share holders' profits.
"While I do have concerns over the industry, my concern is equally directed at the government. There are many things government could be doing to limit obesity, for example controlling food in schools. I would put those issues ahead of being too bothered if the food industry do or do not sponsor some good causes - but people should be aware that the food industry sponsors such causes purely for advertising purposes." | 
