Milling & Baking News - April 21, 2009 - 18

Industry Activities

as "very successful," Mr. Magaziner
said sales have continued to grow at
historical levels. The partnership has
helped move the beverage industry
from one that had been vilified to one
that is part of the solution, he said.
The next industry to partner with
the alliance was the snack industry,
also in 2006, an effort described by
Mr. Magaziner as "much more complicated."
A dairy agreement was signed in
May 2007 pushing toward skim milk
rather than full-fat products. He said
less calories are being consumed, and
the industry is flourishing.
Only modest behavior changes are
required to have the desired long-term
impact on weight, Mr. Magaziner said.
"I should say, to calibrate youth, if a
five-year-old child consumes 40 fewer
calories per day, he or she will weigh
30 lbs less when they are 18 years old,"
he said. "This program is not about
telling children they have to eat carrots
and broccoli. If you can control calories and vary ingredients somewhat,
you can make a huge difference."
For the snack industry, the alliance
set standards for qualifying products

that no more than 35% of calories
come from fat, 10% from saturated fat
and 35% from total sugar.
Exceptions were made for nuts, nut
butter seeds, reduced-fat cheese and
eggs.
Mr. Magaziner said, "We are not

looking for perfect because perfect can
be the enemy of good."
For the baking industry, Mr. Magaziner said he wanted to find "common
ground," and he counseled the bakers
to take a proactive approach.
"I'm not saying you should do this
out of charity," he said. "It isn't sustainable that way.
"One way or another, this epidemic
will be met. I think you will be a target, and the best course is to get out in
front of it."
He said the science behind the guidelines includes objectives of cutting back

on intake of total fat, saturated fat, trans
fat, total calories, sodium and added
sugar. Objectives include increasing
intake of vitamins (A, C, E and folate),
minerals and fiber.
Harkening back to a long career
as a business consultant, Mr. Magaziner said "one of the hardest things
in the world to do is figuring out the
timing on any kind of market transformation, even when you are introducing a product."
He acknowledged the risk of "getting out too far ahead of the market."
Similar risks exist for those who wait
too long.
"I'm not trying to suggest this is
an easy set of decisions from a business point of view," he said. "But I
think that the world is going to head
in this direction. That will happen
either through mandatory regulations
or voluntary agreements. As one who
has experienced Washington at its
fullest in the White House, once the
government apparatus takes a hold
of something, the results can often
be unpredictable and rationality does
not necessarily win out over emotion
or perception." MBN

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Milling & Baking News

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Milling & Baking News - April 21, 2009

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