Driving Food Marketers to Accelerate Progress on Childhood Obesity . Hank Cardello April 5, 2011. Corporate Model Not Designed to Fix Childhood Obesity. Obesity Solutions Initiative. Developing obesity solutions that drive food industry to act more quickly Marketing/PR benefits
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April 5, 2011
(Earnings as % of Net Sales)
Source: Hudson Institute analysis
32 oz.64 oz.
Price $ 1.59 $2.49
Cost .36 .68
Gross Profit $ 1.23 $ 1.81
Substantial gap in understanding different consumer behaviors relative to healthier eating & obesity
Key Issue: Industry resistant to change
(e.g.) Menu labeling
(e.g.) Fast food restaurant moratoriums
Key Issue: Lacking good surveillance of the food stream
The Need: Create the Wellness equivalent to core sustainability measures
Goal: Develop standard Wellness performance measures to be tracked in annual CSR reports