Do not take on Big Soda


You can mess with Big Tobacco, Big Pharma and Big Oil. But don’t dare mess with Big Sugar. Those guys play hardball.

Around the globe, nothing sells like soft drinks, which are loaded with sugar and have been linked to rising obesity and diabetes rates.

The political battlefield is littered with the casualties of activist campaigns that dared to take on Big Sugar in the name of health and good education. That’s a sad, though hardly surprising, statement on the industry’s priorities.

This year in Santa Fe, N.M., a local proposition asked voters to accept a 2 cents-per-ounce tax on soft drinks to fund early-childhood education. Santa Fe, population 84,000, seemed hardly worth the time and effort, but the industry came in with guns blazing.

Pro- and anti-tax groups spent a record $163 per vote to influence the decision, including a $1.1 million pro-tax donation from former New York Mayor Michael Bloomberg and $1.3 million from Big Sugar.

Proponents tried to make the election about pre-K education, an effort badly needed because of New Mexico’s notoriously low national ranking for academic performance, but beverage companies campaigned hard in low-income neighborhoods to make the vote about cheap access to soda. They won handily. A similar effort went down in defeat in Chicago last month.

In Colombia last year, consumer-advocacy activists received death threats after they campaigned for a 20 percent tax on sugary drinks, The New York Times reported. Activists were terrorized in ways reminiscent of Colombia’s civil war: menacing phone calls, computer sabotage, overt surveillance.

One advocate, Dr. Esperanza Cern, was hounded by men on motorcycles one day as she drove down a street. They shouted: “If you don’t keep your mouth shut, you know what the consequences will be.” When her group launched an ad campaign warning of the health effects of sugary soft drinks, a leading soda company complained to the government. Cern and her colleagues were banned from posting future ads and faced a $250,000 fine.

Sounds awfully reminiscent of the deny-at-all-costs strategy employed by Big Tobacco before the cigarette companies ultimately caved.


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