Brundtland meets food and drink leaders but declines Coke cocktail
Authors: Clare Kapp
Journal: The Lancet (2003)

WHO insiders fear industry giants will try to undermine its diet and health strategy WHO Director-General Gro Harlem Brundtland hosted unprecedented talks with leading food and drink company executives on May 9 as part of efforts toward its new global strategy on diet, physical activity, and health, which is intended to tackle chronic disease and obesity. “We believe that companies such as yours can make a major contribution towards easing this burden and promoting healthier diets and lifestyles. Food is not tobacco”, Brundtland told industry giants such as Coca Cola, PepsiCo, Cadbury Schweppes, Nestle, and McDonalds. But despite the emphasis on cooperation, Brundtland declined an invitation to one of the yearly pre-World Health Assembly (WHA) receptions sponsored by the Commonwealth Dental Association (CDA) and its new public partner–Coca Cola. Brundtland's office said the May 18 cocktail clashed with another diary engagement. But, privately, WHO officials said they were bewildered that Coca Cola should take such a high profile within weeks of an expert report that incurred the wrath of the sugar and soft drinks industry by recommending that free sugars account for no more than 10% of energy intake (see Lancet 2003; 361: 1442). Kari Bjorhus, director of health and nutrition communications at Coca Cola, played down the significance of the cocktail. She said the company had agreed to a request from the CDA for funding in view of the longstanding association between the dental association and the Commonwealth Health Association. “It's a small cocktail reception for 30–40 people. It's not a significant event”, Bjorhus told The Lancet. The CDA's executive secretary S Prince Akpabio –the contact given on the invitation–referred all inquiries to the association's president, Brian Mouatt, who had not returned phone calls as The Lancet went to press. In a policy statement on its website, the CDA says, “The limitation of frequent exposure to refined carbohydrates and the use of fluoride in toothpaste are the two most effective measures for the prevention of dental caries.” Bjorhus said that Coca Cola believed the WHO report on diet and chronic disease had “significant shortcomings in its recommendations and doesn't reflect sound science”. But she said the soft drinks giant supported a “realistic” approach. “We want to be part of the solution.” The expert report said that high and increasing consumption of sugar-sweetened drinks by children in many countries was of “serious concern” and recommended that consumption of foods and drinks containing free sugars be limited to a maximum of four times per day. “Sugars are undoubtedly the most important dietary factor in the development of dental caries”, said the report. At the corporate roundtable–described by all concerned as unexpectedly positive–Brundtland warded off criticism from the sugar industry and insisted that the report will form “the critical science-based foundation” of WHO's strategy on diet, exercise, and health, which is due for adoption by the WHA in 2004. Emphasising that WHO would safeguard the integrity of the policy-making process “to protect ourselves from real or perceived conflict of interest”, Brundtland said there were areas of common ground with food and drink companies. But she said the path ahead would be difficult. “We would like food companies in some countries to promote smaller portions. 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That means clear, informative, accurate, and scientifically proven labelling of food products' benefits or potential harmful effects.” “And we want food companies to reassess what they are marketing to young children, and how they are going about it.” After the industry meeting, Brundtland held talks on May 16 with consumer groups and non-governmental organisations, many of whom fear that food and drink companies will try to undermine the UN health agency even while professing cooperation. WHO estimates that changing diets, lack of exercise, and tobacco consumption has caused an rise in cardiovascular disease, cancers, diabetes, respiratory disease, and obesity, which now account for about 60% of the 56·5 million deaths worldwide every year. WHO's diet report prompts food industry backlashNew guidelines by WHO and the Food and Agriculture Organisation (FAO) on nutrition and exercise, published on April 23, have provoked the US sugar industry to ask Congress to cut all funding for WHO unless it revises the new rules for healthy eating. WHO insiders, according to UK newspaper The Guardian, have called the Sugar Association's response akin to blackmail and worse then any reaction from the tobacco industry. Full-Text PDF