by Jonelle Foutz
Junk food is now history for California’s school children. On January 1, 2004, a new law went into effect prohibiting the sale of sodas and other unhealthy snacks typically found in school cafeterias and vending machines.
Known as the California Childhood Obesity Prevention Act, the law prohibits the sale of beverages other than water, milk, 100 percent fruit juices, or fruit-based drinks that are composed of no less than 50 percent fruit juice and have no added sweeteners. An electrolyte replacement beverage, such as Gatorade, can also be sold at middle or junior high schools and high schools.
Supporting evidence shows that each additional daily serving of a sugar-sweetened carbonated beverage increases a child’s risk for obesity by 60 percent. In the past two decades, obesity in California has doubled in children and tripled in adolescents. Obesity is linked to a larger increase of chronic health conditions such as heart disease, cancer, stroke and diabetes.
“The intent of this law is marvelous,” said Someone, Regional Sales Manager for Foodservice in This Company. “And it’s going to be dynamite for This Company.”
This Company already has a good business base established with California schools, particularly with aseptic juice and apple sauce. Now Someone is meeting with school administrators, working to place more of This Company’s products into the schools’ cafeterias and student stores. “We have a lot of competition,” said Someone, “but This Company has the advantage. The students really like our 10 ounce bottle, they like the all natural ingredients, and they like that it’s an American product.”
Parents’ concerns for their children’s health prompted the new laws in California, and many other states are considering the same changes to their school menus. “As these programs are implemented school by school, This Company will see substantial sales increases in our single serve items,” said Someone.
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