And he said to her marriage is the foundation of the most Important Foundation of life and it was his marriage to martha that made him think that. It is the most Important Foundation of everyones life but for washington i do think it was that he was married to the right person. Yes . [inaudible] if she did, she burned it unfortunately. But we do have her letters. I find them extremely vivid. The project is underway. Who knows where there might be letters that were not published in the addition of the papers by joseph fields. Its going to be very exciting over the next four or five years. I think if you go online and it will be published as well in about four years. So i dont know i have to say its one of the few times im looking forward to revising my book because then i can read all of the new letters that i hope will come out because america is a treasure trove of 18th century papers in the different historical societies and people travel so much in america like marthas great, great granddaughters in her papers in louisiana and so hopefully everyone is going to come forward with new letters which will be exciting and there might be a diary. [applause] thank you very much. You will be delighted to know that she will be outside to sign books. I invite you all out for a Cocktail Reception and i want to thank you all for being here. Thank you for being here. [applause] examines how the software in industry industry markets to vulnerable populations. In her book soda politics. Good afternoon. Im the director of the Sales Library and its a pleasure for me to welcome you this afternoon to the book party for the soda politics taking on big soda and winning. [applause] i was looking back over my notes about when we founded the food studies collections and i realized it was 14 years ago she came to my office and said i know about this collection of books but nobody has been listening to me when i told tell them we need cookbooks in the collection and then someone told me to come and see marvin so here i am and i said lets go take a look. I was reminded of the time he gave to but they werent were not going to put it in the room. I reminded her we could be doing the same thing with food if we took it seriously so we stand here today surrounded by 60,000 books and counting. And it is too radicalizing all of us to understand food is more than just wanting space like them its how they are grown and sustained and how humane we are in the raising of animals and that we can change industrial agriculture. I like to think that its only been around about 80 years. I am happy that she has taken on soda but its a great pleasure for me to introduce the third partner in crime at nyu, clark wolf who helped create the topics of the food series and another important link building the collections in the programming like this so please join me in welcoming clark wolf. [applause] i just want to point out that the sales greatly welcome the foundation. Lets give them a all a round of applause. You see that man in the camera, thats cspan and this is going to be part of booktv as it is not traditional in our ten years of doing critical topics, today when we have a q a session at the end you dont have to write things on that card. We trust marion and she will cut you off, trust me. I will have a microphone if you have a question and when you have a question wait until i get with you so itll be recorded not just for cspan but the archives, these panels all of them of which we are very proud and very pleased are kept for students to use over the world and they in fact are. Next year will be the 20th anniversary of the Food Studies Department and program. Lets hear it for that. And for that, shes of course largely responsible for the critical topic in food series will include four or five sessions and it will be food studies, 20 years in. Food studies 20 years in teaching and studying and each panel will have alumni and teaching professors and at least one former Department Chair or acting chair from the last 20 years so it will be fascinating. The panelists will be chosen or brought back from the larger faculty of the food studies from all over the country but i will let chris introduce mary and officially but i cant help it i have to read you something from the foreword written. He used to write for the New York Times. One great thing about marion is that shes not a pure academic oedipus and nearly scrape problems although she does that with accuracy and a waste to promote the thinking of critical thinking. Its not just an interesting phenomenon is a threat to our Public Health and she is here not only to describe that could help us figure out how to combat it. She is equipped to do so if there is not a better educated and im talking not only about School Learning that dalia reading and writing and other work and more principled person in her field. Please welcome the director of Strategic Development are the foundation. [applause] thank you, clark and good morning. Welcome, everyone. It is a delight to have you here and be partnering. We are an educational cds of the foundation that began in 2012 and its really focused on sustainability, nutrition, health and Environmental Issues and fears only ramping up over the ears and we are thrilled to have partnered with new york this year as well as the institute to bring the series to an audience around new york and really its a thrill to see how its grown this year and looking at the audience it is one example of that. I want to say thank you for their institute and the snacks that you will enjoy after. Maggie and anthony both spoke for new york who have been key partners this year and Marvin Taylor at the Sales Library for hosting us and warren hill from their support in tonights event where this would be possible so thank you very much. Doctor nestle is from the department of the church and good studies of Public OfficeNew York University and has been a great friend to the james beard foundation. The research and writing for writing how science and society influence criteria pricing practice and and the impact its had on our food system and improving the way america eats a in her book soda politics taking on big soda and winning which she is sharing with us today was just published by Oxford University press last week said this is a treat to be repeated his please join me in getting a warm welcome to doctor marian. [applause] this is exciting and feels like a Birthday Party for soda politics. How did you come to write this book and the timing is perfect. Im not sure how i feel about this. But it is a big issue in three years ago, when my then agent olivia and another one of her clients came to me and said. I think that it was a completely brilliant idea and i thought it was a brilliant idea because i was teaching courses on food policy and politics at nyu and i just finished planning the course on food advocacy and i thought that they would bring everything together in a way that would make perfect sense. I thought that it would be to read a very short section of it in the introduction and then talk about what it was like to write the book and what i discovered from writing it that really surprised me and where i think that the field is headed and i will try to do that pretty quickly. So, i will start by reading a little section from the introduction just to talk about the book is about so, Health Advocates start by asking some basic questions about soda. How do products containing uncertainly inexpensive ingredients, sugar and water and not much else and the water comes from the tap for the most part become a multibillion Dollar Industries of International Brand icons . How do products that are essentially candy and liquid form come to be considered acceptable for children as well as adults to drink as a substitute for water . What do Soda Companies do overtly and covertly to discourage legislators and Health Officials from focusing on their products as targets of drink list messages, how do the companies promote brand loyalty so intense that consumers of soda will take to the streets to defend there any legal rights to consumers delete cookies do as much as they want and how to soft drink Companies Use their own version of the science for the wellbeing and happiness. This book addresses the questions from the standpoint of advocacy. When those of us that care about such issues individually and collectively can do to counter the marketing and create a healthy Food Environment for ourselves and our children. I wrote this to address such questions. Why, you may wonder them is such a book needed and why now . Doesnt everyone know that its bad for you . This is hardly the first book to take a look at the critical companies and indeed as i explained in one of the appendices to the buck and an entire library can be filled with books about cocacola, pepsi cola, the soda industry, its marketing, its executive committee bad things that its doing in latin america etc. But i view the situation in the United States as having reached a tipping point. Its worth reading about for two reasons, health and advocacy. By now, and research overwhelmingly links consumption to overweight poor health type type ii diabetes and demonstrates for society as a whole. The cost of obesity alone runs into the hundreds of billions of dollars and as for advocacy is in Public Health jargon and low hanging fruit. The drinks contain sugars and nothing else of any nutritional value and this explains in part as a sixth of successful advocacy and that is the overriding message that i got from the research. It wouldnt have been accidentally as any Company Executive will tell you. The Soda Companies have used their democratic rights as citizens and time honored promoting social change to counter the soda industry marketing, lobbying and Public Relations and advocates are gaining increasing public support and scoring wins with all signs pointing to more to come. I argue in the book that of a declining sales are the result of an effective food advocacy and that this example provides lessons readily applicable to other advocacy targets. This book unlike other books about the industry explains why the advocacy is so badly needed and how food and Health Advocacy can best be used to promote the desirable social changes. So, in other words i am trying to show a revolution with this book and to use it as a manual for how to affect social change for food system issues to promote health and to promote environmental sustainability. So i had a lot of fun writing it. There was an extraordinary amount of literature available plowing through the number of books that have been written about the Solar Industry soda industry that turned out to the pleasurable because so many of them are outstanding works of scholarship. History, biographies of the leaders of companies, books about soda Industries Work in latin america and overseas, its breaking up of unions. The most amazing paintings and reading this literature was really instructive. One of the things i didnt do when i was researching the book was to go to cocacola world in atlanta but i made up for that last week and i want to say just a few things about cocacola world in a way that i wish i had gone there while i was writing the book and as i wish those New York Times articles have to come out become out while i was writing the book because cocacolas listing of all of the organizations that it funded would have made my work much, much easier. I have some of that information but not all. But i came away from cocacola world which starts out where youre required to watch a film about how many of you have been there, isnt it wonderful you pay 16 to be marketed for however long your in there and it starts out with a duty that is so touching and so deeply emotional but there isnt that there isnt a single dry eye in the house including mine. Its showing moments of happiness in peoples eyes and extraordinarily touching and then after you watch it and you are kind of wiping your eyes because it is really touching, you go out and then see how cocacola has been marketed. You go to exhibit the history of the company and then you go out and taste all the products and that was relevant for a comment because i tasted out i up i dont know maybe 50 or 60 different products from all over the world and i could see immediately with the companys product is because it tastes better than all of them and so that is a big problem. Nowhere in cocacola world is there a word about obesity, type ii diabetes were the very strongly researched link between the heightened sugar sweetened beverages. You dont see it anywhere. You also dont see anything about Companies Marketing to children or africanamericans and hispanics, marketing to income people, marketing overseas to developing countries or any of the ways they work behind the scenes to protect the environment for the sales of their product. And this is what the book is about. Its about how the industry markets to all those different groups, the history of how it happened and how they are doing it now and in many ways how advocacy is trying to fight back on some of these things. And i ended up i described the marketing techniques in the book into categories of what i call softball techniques and hardball techniques. When i came back from cocacola world, i thought no. Im dealing with an industry that is schizophrenic particularly the cocacola industry that dominates the industry can and cocacola is a schizophrenic company. On the one hand, its happiness and love and moments of deep emotional joy accompanied by cocacola. And on the other hand its a company that is working behind the scenes to make sure that no legislator proposes a regulation thats going to restrict the sales of soda that nobody does the soda taxes, but nobody does cap which we lived through and that there is nothing that. Fullstop the company from selling its products over and over again. And i think of the company now is doctor jekyll and mr. Hyde. There is the nice doctor jekyll that cares about people and wants children to be happy and then theres mr. Hyde who is trying to figure out every possible way which you can spend millions of dollars to fight the soda taxes or 16ounce soda cap that mayor bloomberg proposed in new york and for those of us that lived through that it was fascinating to watch the industry in action. Cocacola it wasnt directly involved but it funds the American Beverage Association, which is the trade association for the soda industry dominated by cocacola and to a lesser extent doctor pepper and snapple but i saw what the industry did. First of all i got mailings to my home that were labeled American Beverage Association so i knew they came from there. There were tv ads and planes flying overhead with banners. There were signs on the back of cocacola and pepsi saying dont let the mayor tell you what to drink. There was an enormous lobbying effort and there were lawsuits which interestingly enough the largest organizations supported it may be because the industry had been funding those organizations for many years and there were ads in the paper, the famous ad in the New York Times that mayor bloomberg in a blue dress. You dont want a nanny for a mayor and a centrally jazzy sense of humor so when he was asked about the ad, he said i would never wear a dress like that. So unflattering. [laughter] but they played tough and i would love to know the amount of money that the soda industry spent to defeat what was to me a pretty trivial measure. I thought a 16ounce soda cap is too high. They should have had about 8 ounces. Nobody was telling people they couldnt abide a tendency steam accounts so does if they wanted to. It wasnt such a big deal but the industry acted as if it were armageddon and behaved accordingly. They put millions of dollars into fighting the initiatives in places where the because they have to record the amount of money they are spending so there you know enrichment in california and one of the poorest cities of enrichment they spend more than 2 million fighting the Soda Tax Initiative in berkeley and San Francisco in the communities they spend about 11 million altogether. Thats a lot of money and you have to sell a lot to fund those kind of things and also a lot of cocacola and pepsi to fund the salaries of the chief executives of the companies which are in the order of 15 to 20 million a year. So, these are corporations that behave like every other corporation using the playbook of the Cigarette Companies, very similar to what the Cigarette Companies did. They are following that playback book exactly. And while it isnt super vets and none of the nutritionists in this room can about an occasional 7. 5ounce soda its the larger ones that are a problem. Its still a corporate behavior that requires much more attention than i did its gotten in the past and that is essentially why i wrote this book. So, my point in writing it was advocacy because much of the deal is how advocates of attempted and sometimes succeeded in getting full sugar soda out of school and causing the Soda Companies to not market to children under 12 on at least television and put some restrictions on how the they marketed to Young Children in other ways. And i should say that Young Children drink so much so that in this country but the department of agriculture is able to measure the amount of soda consumed page one h. Two to five and there are many instances of parents putting soda in the bottles. This book is beautifully illustrated and oxford was very generous about letting me post pictures and it and one thing i learned that i didnt know before was only half the population of the country drinks soda comes at the with the other half drinks lots more. And the average consumption is between ten to 12 ounces a day per capita and that means men, women and little babies and if half the population doesnt drink any, the other half is drinking a lot more than that. And of course that is the segment of the population thats most at risk for bad diets and other diseases that go with it. And the winning part of the subtitle of the book comes from the effectiveness in getting the soda out of school and bringing attention to the issues, so much attention to the issues that the New York Times has had over the past couple of months pages of the paper devoted to a discussion of how cocacola funded researchers in colorado and other universities or who are part of an organization devoted to arguing that you dont have to worry about how much of soda you drink all you have to do is be a little bit more active and i met with the president of cocacola north america last week as a part of the fallout from that article in which the president of Cocacola International said that he was assigning the president of cocacola north america to go on a listening tour to meet with advocates of other people concerned about the Public Health implications of the soda consumption and try to find out why everybody was so upset about it and i was convinced of the end of the discussion that he is very interested in Public Health and he is the doctor jekyll part of the soda company. And i thought he was not very aware of some of the other things that the company was doing and i dont think he was buying to me. I think he was in a corporate bubble as many people in the corporations do. So this is the industry is going to have to change and there is no question about that. Much of its practices have been exposed to advocates who talked to reporters and in other ways are moving these issues forward and of course i very much hope that my book will add to that. He was aware of the book. He had and read it but the people that came with it, one had read it and said very politely it was very well researched. So i think i will stop now and take questions and comments but before i do that, i want to say one thing about the production of the book for reasons that are complicated, it was especially difficult and there were many bumpy moments when it wasnt clear that oxford was going to take the buck or would be able to take the buck and get through the legal vetting and so forth. Foundation, the National Gourmet cook school, and i think slow food had something to do with this, too. Clark and marvin who of course have been marvelous and all the work weve done here. But i would take like to thank my editor, max. Max, would you mind coming up here, please . [applause] nobody deserves this more than max. I think you open it now. I think you open it right now. You can read the card later but you should open the book right now. Max sort of held my hand through all of this, kept assuring me that the problems that we were running into would be okay, that the book would come that the brock would come out all ri. And book is come out all right and were very proud of it. This is so wonderful. [applause] now i will answer questions. We need you to speak. Let us know who you are. So you are identified and speaky briefly into the microphone. My colleague. Public health nutrition. Wondering if you could comec split complicated because it is coke is strong in in mexico and provides amount ambulances to hospitals and et cetera. There is advocacy on one side butocac the government is very temptedg to do nothing about the giant coke problem because it co is s New York Times article about the funding of theseth researchers, was, greeted with such shock by the public who by read those articles. Ub people had no idea that Cocacola Company acted in thata way, that the company decided that it would to public. Onp its and it would be transparent about the organizations that it wast funding. Funding. And get published on its website a list of the organizations that it funds, and its a staggering list. First of all the list goes on for pages and pages and pages. You scroll and scroll and scroll down and just to let the rest of the alphabet to go. And various analyses have been done of those organizations, and a great number of them are health organizations, hospitals, the American Academy, the academy for nutrition and dietetics, although that relationship has not been severed as a result of all of the fallout from this. The American Academy of pediatrics, the america americay of family practice. An extraordinary number of organizations. In the Art Community organizations largely devoted to either health, wellness or physical activity, an enormous number of minority organizations, africanamerican, hispanic, asian and so forth. Everyone of those organizations is able to do the kind of work he does because its getting money from cocacola. But at what price . And the price it seems to me as very high and the examples which i list in the book and discuss of organizations that were about to do antisemitic campaigns are drink less soda campaign, were given a gift and dropped the idea antisoda campaign. The Mexican Government is an isn interesting position because it passed a soda tax. In part to address could see groups overcome that are enormously skilled and in addition they had money from bloomberg philanthropy. They used that money very, very wisely and an evaluation of the campaign has just come out. I just got yesterday from Johns Hopkins and it says that soda sales are down. In which you dont know is whether they can because secular trends were because of the tax. But what the Soda Companies did after the tax was passed was to lower the price of soda in rural areas. But sales are still down. So maybe the secular trend will spread to mexico which has the highest per capital consumption. The government which is concerned about these things going to have to pay for a obesity and diabetes and all of these things, and their Health Care System is not prepared for it. So thats what sold them on it, that every Good Research and brilliantly done advocacy. Professor, id like to know your own childhood history with soda. And i also like to note since the advocacy has been effective against this new product, what would you like to see the next food product be, that would be attacked . Well, this one was an easy one. Its lowhanging fruit for a reason. Its sugars and water and nothing else. Everything else is more complicated. If youre going to go after mcdonalds, you can get nutritious food in mcdonalds. They may not be the best food in the world but to have vitamins, minerals. You can even get salads. Its a much more complicated target. I think in general portion size is what i would go after. I come from a very, very poor family that didnt have any money, and so there were no sodas when i was goin growing u. That wouldve been out of the question. We didnt have money to buy. Nobody cares about an occasional, they were 6. 5 announces when i was a kid. That was just so not a problem. It was a rare treat. Maybe a few times a year on kids birthday parties or Something Like that you might have been. It really wasnt until much later when the Company Started promoting much larger sizes that they became a problem. So it was a much later phenomenon so i missed it. The book sounds so exciting. I have a copy an account what to read it but since i havent read it im wondering about all these flavored waters. I think so many people, adults, parents are thinking if often not going to buy soda uncodified flavored waters. How do you feel about that . Is a good substitute . Is it another way of getting sugar in my . It depends on how much sugar they have. If you dont have any sugar theres no problem at all really. Sugar, thats the issue. The amount of sugar that is in soda is staggering. As the role of them its about a teaspoon per ounce. So if you have a 12ounce soda it will have 10 teaspoons of sugar. Thats packets of sugar. You sit there with your 12ounce cup and deport 10 of these things in there. Its a glucose tolerance test. People have no concept of the amount of sugar that center. You cant taste it. You dont realize its like that. And metabolism just is not set up to deal with that amount of sugar come in any form that is absorbed rapidly. There are even studies that say that sugars are absorbed from jellybeans more slowly than the are from sodas so youre better off eating candy. Nobody would let their kid, nobody that i know, would let their kids eat candy all day long, or just many times a day. Candy is to treat the soda is treated as a substitute for water, or as water ought to be a substitute for water. Kids should get used to Drinking Water when they are thirsty. Im a purist. Im going to ask you one. Not long ago a magazine top 10 enemies list and you were right after osama bin laden. [laughter] things worked out better for you than it did for him, but so far. So far. Speak about the Restaurant Industry and how they what respond you expect this to be. Nobody knows who was behind the bloomberg as a nanny advertisement in the near times. It came from the center of freedom which is a Public Relations organization in washington that is very secretive about who funds it, but the leading guess is it was a National Restaurant association. Which is very eager to have sodas. One of the things i talk about in the book is a campaign that the soda industry ran called tap the tap, that may still be going on because when somebody wrote about it over websites on it and all of a sudden the websites are gone. They were going there very quickly. But this was a campaign to try to sell soda to people rather than water at restaurants. The reason for that is because soda is very profitable when theyre not in bottles or cans and i poured out of one of those devices. As they will put some they cost about 2 cents an ounce. So if you buy a 20ounce soda it costs whoever is selling it to you 40 cents and you are paying a lot more than 40 cents. I have tables about what sodas cost atteberrys Movie Theater in new york and its kind of breathtaking, the profits are staggering. So of course restaurants are going to be opposed to any discussion about drinking less of soda. Im a visiting scholar in your department. So were talking to all of these kind of positive and responsible things that cocacola is doing from infrastructure to support all these Health Related organizations. I guess i cant help wonder if thats cheaper and easier than just changing their model in a way that will affect them in the long run speak with i think they are trying to change their the Business Model. They are trying very hard. Sales are down. Let me say it again. They are not only down, they are down to where they were more than 1520 years ago. Seriously down, and we live in a corporate environment in which the buzzword is growth. Corporations have to grow. At the cocacola made money last year, and it made money from selling the small cans because they can charge more for them. So part of their Business Model is to vote the little cans, the adorable once with your names on it. I have one that says marion and ive one that says love the they got at a wedding. I thought that was really cute. But they can charge more for them. They are charging more for them. They putting enormous amount of money advertising to small cans, and if people will pay more for a smaller cans, they are really happy to sell them. They made money last year doing that. They also are looking as hard as they can or an artificial sweetener that will taste good and not get peoples chemicals and tenant going. Right now sails of diet sodas are down also, although not as much as the full sugar sodas. So theyre just desperately looking for something that will be healthier. They are not opposed to Public Health, they just need to sell product, a lot of it. So the question is what you are willing to buy, and that also is there. So it goes with ways, and they are in business to sell product. They are not a social Service Agency, and expecting to be a social Service Agency doesnt really make sense. On the other hand, they cant advertise their cells as well as companies and expect to get away with it, and thats part of the problem, too. Im from nyu school of medicine. What in your perception is the ideal relationship of the industry with positive change . So, a specific are saying they will be more transparent, that they want to help be part of the discussion. Sure they have a seat at the table in terms of policy change, and what you that look like . Its a really tough question to answer, which is why you asked it, thank you very much. I dont have to be at the table with the soda industry. I think the minute, remember this is a dr. Jekyll and mr. Hyde company. So are you at the table with dr. Jekyll or are you at the table with mr. Hyde . I think you are at the table with dr. Jekyll into only going to get half the story. In speaking, im in favor of small portions, have one, thats great. And in favor of them promoting Public Health initiatives but then they got to turn off the mr. Hyde park. They have to stop funding antiPublic Health initiatives. Most about most of what i want them to do begins with the word stop and thats not a very attractive would have a conversation with