Soda deal funds schools
Critics say potential harm to students not worth $652,000 from Coca-Cola
By JAMES MERRIWEATHER
Dover Bureau reporter
01/09/2004
Delaware school officials have been negotiating deals with Coke and Pepsi for years, reaping healthy annual payments for the exclusive right to place vending machines in schools.
But few, if any, contracts match the eight-year, $652,000 agreement with Coca-Cola reached last month by the Capital School District. The Dover-based district agreed to sell Coca-Cola products in its cafeterias, teachers' lounges and hallways and at athletic events.
The school board's unanimous approval of the contract, which expands the presence of machines in the middle and elementary schools, comes at a time of mounting national criticism of the practice of making fatty snacks and sugary drinks available to kids at school. Critics contend school vending machines contribute to increasing youth obesity.
Earlier this week, the American Academy of Pediatrics called for eliminating soft drinks from schools. Among other statistics, the academy noted that 15 percent of U.S. children aged 9 to 16 - about 9 million kids - are seriously overweight. That is three times as many as in 1980.
Also this week, Coke and Pepsi said they no longer would sell carbonated beverages in elementary and middle schools in Canada, although water and fruit juice would continue to be sold.
Capital district officials said they heard little opposition from parents or staff to the Coke agreement. And school officials elsewhere in Delaware agreed there is no concerted pressure from parents to clamp down on soft drink sales. The money from the deals would be tough to replace, they said.
The Coca-Cola contract will provide Capital with $81,500 a year, plus commissions on beverage sales. That will be enough to pay for the artificial turf sought for the Dover High School football stadium.
"Last year, we sat down with both Coke and Pepsi, and we said the first one that comes through with the best proposal is the one we go with, and Coca-Cola came through first," Principal Robert D. Adams said.
That is short-sighted, said Patricia C. Conley, supervisor of the Smyrna School District's child nutrition programs, who said she has been opposing vending machines in schools for 30 years.
"To be honest with you, I think we're making money off our children's health," said Conley, who also is Mideast regional director of the American School Food Services Association in Arlington, Va., and president of the Delaware School Administrators Association.
Growing opposition
Opposition to the school vending machines is growing elsewhere.
The New York and Los Angeles school districts, the country's two largest, have banned soft drink and junk food sales. According to the National Conference of State Legislatures, at least 23 states have restricted, or are considering restricting, the kinds of beverages and snacks available in school vending machines.
In Delaware, the House of Representatives approved a resolution last year calling for a voluntary effort to put more healthful food and drinks in school vending machines. But no law is likely.
The 19 public school districts in the state are free to make their own rules on vending machines. Most districts restrict where machines are placed in the schools, what can be sold from them and when.
Three districts - Caesar Rodney, Polytech and Colonial - have no exclusive beverage agreements, based on a phone survey of 15 districts and information from Coke and Pepsi representatives.
Pepsi and Coke enforce bans on carbonated beverage sales to elementary school pupils. Most of Pepsi's agreements limit vending machine beverage sales to adults in elementary and middle schools. In high schools, many of its machines are timed to dispense drinks only after the school day ends.
Under Capital's agreement, all vending machine beverages at elementary schools are limited to administration, faculty and adult staff members. At middle schools, drinks are sold only in the cafeteria at lunch time. At the high school, only two of the 15 machines dispense carbonated drinks. Under "model guidelines" adopted by Coke last year, the carbonated drinks can be purchased only after 1 p.m.
Adams said teachers decide whether students can drink beverages during class.
Curtis Etherly, a spokesman for Mid Atlantic Coca Cola Bottling Co., of Columbia, Md., said the industry's restrictions on carbonated beverages are in keeping with federal regulations that bar them from cafeterias where government-sponsored lunches and breakfasts are offered.
But the restriction does not extend to high-sugar iced teas and juice drinks, available in 13 of Dover High's 15 vending machines.
"What we've seen is a big increase in consumption of noncarbonated beverages," Etherly said, "and we think you can enjoy them as part of a healthy and active lifestyle."
But is iced tea better?
David Grier, a 14-year-old freshman, bought a 20-ounce bottle of Nestea for $1 from a machine in one of Dover High's main hallways. The bottle contained three servings and, depending on flavoring, up to 60 grams of sugar - the equivalent of 14.3 teaspoons.
"I don't drink sodas," David said. "Sodas are not healthy for you."
His mother, Beverly Smith, said later she shuns soda at home in favor of milk, juices and, occasionally, iced tea. She said she did not object to vending machines in the schools.
"If people want to have sodas in moderation, I think that's fine," David said. "Parents need to teach their kids what to buy and what not to buy."
Coke and Pepsi spokesmen acknowledged the obesity problem, but said soft drinks and sugar were unduly demonized. The lack of exercise by young people is the real culprit, they said.
David Goslee, on-premises food service director for Pepsi Cola Bottling Co. of Salisbury, Md., said Pepsi hoped the agreements would foster brand loyalty. But he said they mainly are a response to schools seeking help with money shortfalls, especially for athletic programs.
"They came to us with needs that we were able to fill as a community-involved bottler," said Goslee, who oversees agreements with 10 Delaware school districts.
Opponents understand why the agreements are hard to resist, given shortfalls in funding for education.
"We're not talking about a small amount of money," said Arthur Paul, president of Dover High School's Parent-Teacher Organization. His daughter, Alyse, is a junior at Dover High.
"I could see where people could have concerns," he said. "But the fact of the matter is there's money that directly benefits the schools, the teachers and everyone involved."
Some school officials, such as Sandra Thompson, Caesar Rodney's food services supervisor, said the potential harm of the vending contracts is not worth the added revenue.
"We don't have one and, no, we're not interested in having one," Thompson said. "They're not for the benefit of the district or the children. We purchase things that we feel are best for our children's health and well-being."
Pam Gouge, a registered dietician who supervises food services in the Brandywine School District, heads a committee of the Delaware Action for Healthy Kids Coalition, the state affiliate of a national organization headed by former Surgeon General David Satcher that is trying to improve the health of schoolchildren.
The coalition last year recommended a set of voluntary
standards to limit high-fat and sugar-laden snacks in school cafeterias. Urging a voluntary ban on school vending machines is a possibility, but Gouge said a legislative mandate might not be the best option. A better approach, she said, might be allowing nutritionists and other school officials to decide which products to offer.
"There's some good things about these agreements," Gouge said. "They bring in money that the school districts desperately need. If we can dictate what goes into those machines, it can be a win-win situation for us."
Conley, the Smyrna vending machine opponent, said it is possible to make money selling more healthful fare.
She has set up her own milk concession that she said is turning a consistent profit.
"Believe it or not," she said, "a lot of kids like it."