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School administrator calls for district principals to increase Coke sales | ||||
Schools across the nation are signing exclusive contracts with either Coke or Pepsi in order to earn money for their schools. In Colorado Springs District-11, if students buy 70,000 cases of Coke products per school, the district will receive revenue equaling $32.59 per student. In September of 1998, the Colorado Springs District-11 director of school leadership, John Bushey, sent a letter warning schools that unless they significantly increased sales of Coke to students, they risked significant loss in revenue. The letter outlined a list of ways by which principals and teachers could increase sales, which included allowing students to drink Coke during class. This is in clear violation of the USDA guidelines on school nutrition. The letter also asked school principals to review a list of promotional activities and to furthermore do whatever it takes to triple Coke sales in District-11 schools.
John Bushey is the first known school official to actively turn principals, teachers and the school into promoters of Coke. This effectively changes the schools priority from education to soda consumption. The trend is not limited to high school students either. The elementary schools have contracts with Coca Cola which stipulate they must sell a certain number of juice products, such as Minute Maid and Fruitopia (which contain only 5% real fruit juice), to students in exchange for cash. The sale of beverages containing high levels of sugar and little or no nutritional value undermines lessons on healthy eating habits. Over the last year alone, The Center has tracked over 100 exclusive contracts signed by districts or schools with Coke or Pepsi. The good news is that every day there are more and more people who resist these contracts. The work of our members is truly inspirational. If you would like more information and to learn how you can become involved call us at 1-800-UNPLUG1. In the last six months, the number of cola contracts nationwide has doubled. Cola companies are spending well over $100 million on exclusive rights contracts. Cola contracts ask schools to maximize cola consumption. Through the cola contracts, caffeinated beverages have become more accessible to young children. Cola deals pave the way for more in-school advertising |
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