One of my twitter friends recently posted the photo shown above and asked his followers to discuss the marketing of healthy foods; i.e. fruits and vegetables to children. My immediate reaction was to say that this was at least a better practice than the ubiquitous marketing of “junk” food to children. At least these popular characters are promoting something that parents and healthcare professionals are always trying to get kids to eat more of. Maybe if mum can’t get her child to eat a carrot Bugs Bunny can (I don’t know if kids even know who Bugs Bunny is these days but you know what I mean). Then I thought about it a little bit more.
Do strawberries really need TV characters to get kids to eat them? Strawberries are fairly popular amongst all ages, no? What about the leafy greens, the root vegetables, the mushrooms? Who benefits from this type of marketing? Not the children who aren’t gaining exposure to new foods. Not the parents who now have to deal with their children demanding expensive out-of-season fruit. Not the farmer who makes very little of the actual retail price of her/his product. Some marketing company I suppose.
What about all the other strawberries? Even if you argue that this type of marketing is getting kids to consume more fruit the fact is, it’s only getting children to consume more of one specific brand of one specific variety of fruit. What impact might this have on local farmers who don’t have kid-friendly characters on their packaging? This type of marketing does nothing to support local in-season fruit and vegetable consumption.
Besides the strawberries and the farmers does this type of marketing harm children? Possibly. As many argued after the Eat Right! debacle of putting the Academy of Dietetics logo on processed cheese slices, dietitians shouldn’t be lending their name to any food. Healthy eating isn’t about any one particular food, it’s about the broader diet. Putting a dietetic organization’s logo on a food product is not only a vote for that single food, it’s a vote against all of the other foods that don’t feature the logo. In a similar vein, marketing of specific foods to children promotes those foods and those foods alone. It makes food more about sales and marketing than it does about health and enjoyment. We don’t need to bombard children with more messages to consume (both in a figurative and in a literal sense) than we already do. Let’s make food more about food and less about profit.