As the Philadelphia School District considers a new beverage
contract, schools around the nation are pushing for better food
choices for students.
They want healthier snacks and drinks, especially in vending
machines, because of worries about child obesity and poor nutrition.
New school policies and proposed state laws are being drafted to
limit the fat and added sugar in vending machine offerings. And
companies - including Coke and Pepsi, which are competing for
Philadelphia's exclusive beverage vending contract - are responding
with new alternatives to the familiar sodas.
Coke plans to unveil soon its Swerve dairy drink. PepsiCo touts a
"better for you" program, such as bottled water and baked potato
chips lower in fat than the standard version. Nestle USA recently
announced a plan to offer dairy products as a "healthy alternative"
to non-nutritive drinks.
"What we are watching is a sea change," said Gary Hirshberg,
chief executive of Stonyfield Farm, a New Hampshire organic yogurt
company seeking to sell its products in school machines.
"Historically, the companies that placed vending machines
benefited from a halo effect, [by] bringing money into schools," he
said. "That's no longer going to be enough... . They are going to
have to step up to the plate and demonstrate a concern that goes
beyond the bottom line."
Two dozen states - but not New Jersey or Pennsylvania -
introduced legislation this year to regulate school vending machines
or set new nutrition standards such as bans on candy and soda,
according to the National Conference of State Legislatures. Two
bills were introduced last month in Congress that address school
vending machines. One would authorize $100 million in federal grants
to help schools stock vending machines with healthier choices.
"It does not help to teach them [children] in the classroom that
proper nutrition is important for a long and healthy life, then
offer them only junk food in the cafeteria vending machines," said
Rep. Lois Capps (D., Calif.), a former school nurse who introduced
the bill, in a statement.
Vending machines have been a difficult topic for school
districts. The schools can get significant income from vending
machines, but they also take significant heat for selling junk food.
In particular, exclusive beverage deals requiring schools to buy
from one company have been criticized by parents and nutrition
advocates.
While the terms and scope vary, contracts offer a school district
a commission of 39 percent to 56 percent that can grow with
additional beverage sales, according to 2002 report commissioned by
the California Endowment. The survey of 20 large California school
districts noted that some districts also can receive bonus payments
of up to $1 million for allowing companies exclusivity and marketing
rights.
Three years ago, the Philadelphia school board turned down a
10-year, $43-million deal from Coke because it wasn't lucrative
enough and raised nutritional concerns. Now, the school district
again is mulling an exclusive contract for its 700 vending machines.
(The first attempt included non-vending drink sales.)
"It would be better for the school district not to execute this
contract because it allows the beverage companies to select the
products they want to sell in the schools," said Duane Perry,
executive director of Food Trust, a Philadelphia group focused on
nutrition issues, which is working with the district to develop a
school nutrition policy.
He said the Food Trust is helping to put together a coalition to
block the sale of high-sugar, empty-calorie beverages.
The school district advertised it would seek a partner that can
offer a "full range of beverages." But it did not specify what the
drinks should be or how they would be distributed among the
machines.
Paul Schmid, director of school food services, said the school
district has the final say on product mix. And healthy beverages are
gaining in popularity among students, he said. One in four drinks
sold in district vending machines is water, 100-percent juice or a
sports drink such as Powerade.
Joan Nachmani, district dietetic services coordinator, said "all
school districts are under pressure" to offer healthy beverages. The
pilot nutrition policy includes a soft-drink ban and requires juice
drinks to contain at least 25 percent juice.
"We sense the handwriting on the wall," Nachmani said, referring
to the movement to healthier products. "We believe in the policy,
and want to expand it on our own to get kids to eat as healthy as
possible."
Organizers of the Philadelphia effort quickly discovered that
100-percent juice vending selections were limited to apple and
orange juice. They also found they had to settle for 16-ounce
bottles, which contain two "servings" and more than 200 calories.
"It is great to have ideals of where you want to be," said Jackie
McLaughlin, who is involved in the Philadelphia project and is an
instructor at the University of Pennsylvania's Weight and Eating
Disorders Program. "You have to start with the reality of where you
are... .
"We need to be asking manufacturers to provide us with different
serving-size options and different food choice options," she said.
The Haverford School District recently installed four vending
machines containing flavored milk, iced teas, and fruit beverages
containing at least 10-percent juice.
"We couldn't keep them filled," said Charles Damiani, Haverford
director of food services. "It blew my mind."
He said the district wanted to introduce more healthy products,
but he had "no idea it would vend so well."
Indeed, he said, a milk machine now outsells a soda machine 2-1.