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