Milling & Baking News - May 18, 2010 - 19

Washington 

Michelle Obama led initiative on
childhood obesity taking shape
Continued from Page 1

reduced marketing of unhealthy products to children; and improved health
care services, including B.M.I. measurement for all children.
*"Providing healthy food in schools,
through improvements in federally-supported school lunches and breakfasts;
upgrading the nutritional quality of other
foods sold in schools; and improving nutrition education and the overall health of
the school environment.
* "Improving access to healthy,
affordable food, by eliminating 'food deserts' in urban and rural America; lowering the relative prices of healthier foods;
developing or reformulating food products to be healthier; and reducing the incidence of hunger, which has been linked
to obesity.
*"Getting children more physically active, through quality physical education,

WHITEHOUSE.GOV

strategy that specifies key benchmarks
and outlines an action plan to reducing
childhood obesity.
The report features 70 specific recommendations, which were summarized by
the White House as follows:
* "Getting children a healthy start on
life, with good prenatal care for their
parents; support for breastfeeding; adherence to limits on 'screen time'; and
quality child care settings with nutritious
food and ample opportunity for young
children to be physically active.
*"Empowering parents and caregivers
with simpler, more actionable messages
about nutritional choices based on the
latest Dietary Guidelines for Americans;
improved labels on food and menus that
provide clear information to help parents make healthy choices for children;

First Lady Michelle Obama speaking May 11. With her were, from left, director of the White
House Office for Health Reform Nancy-Ann DeParle; Federal Trade Commission Chairman Jon
Leibowitz; Health and Human Services Secretary Kathleen Sebelius; Education Secretary Arne
Duncan; Housing and Urban Secretary Shaun Donovan, U.S.D.A. Deputy Secretary Kathleen
Merrigan; and Domestic Policy Council Director Melody Barnes.

Bakers, others look to support initiative to reduce obesity
WASHINGTON - A multi-pronged approach toward reducing obesity rates
makes sense and will be supported by
the American Bakers Association, Robb
MacKie, A.B.A. president and chief executive officer, said May 12.
The A.B.A. and other processed foods
groups reacted positively to the Interagency Task Force on Childhood Obesity's action plan announced May 12 by
First Lady Michelle Obama.
"We continue to commend First Lady
Michelle Obama for her positive approach
to tackling what is a complex and daunting
social problem," Mr. MacKie said. "America's bakers have long focused on providing healthy, wholesome grain-based products to American families. A.B.A. looks
20 / May 18, 2010 Milling & Baking News

forward to working closely with the First
Lady and others in joint efforts to tackle
the childhood obesity epidemic."
Mr. MacKie singled out public education as an area of particularly needed emphasis, with programs aimed both at children and parents. He also emphasized
the need for a science-based approach
and benchmarks that are realistic and attainable.
He noted the important position held
by grains in the Food Guide Pyramid,
with a recommendation that half of daily
grain servings come from whole grains.
Pamela G. Bailey, president and c.e.o.
of the Grocery manufacturers of America, expressed a commitment to a "genuine partnership with first Lady Michelle

recess, and other opportunities in and
after school; addressing aspects of the
'built environment' that make it difficult
for children to walk or bike safely in their
communities; and improving access to
safe parks, playgrounds, and indoor and
outdoor recreational facilities."
The White House said the task force's
recommendation, like the Let's Move program, relies on strong partnerships with
the private sector.
Reviewing public sector actions sought
in the announcement, the White House detailed what will take place over the course
of the next year, by federal agencies:
*Department of Health and Human
Services: releasing new guidance for standards for physical activity and nutrition
in child care settings, and help consumers
make informed choices at restaurants and
grocery stores by getting calorie counts
onto menus and by working with the food
and beverage industry to develop a clear,
standard "front of pack" food label;
*U.S. Department of Agriculture: updating the Dietary Guidelines and Food
Pyramid to "provide parents and caregivers with helpful information about nutrition." Will work with Congress to pass a
child nutrition reauthorization bill to improve food in schools;
*Federal Trade Commission: monitoring how food is marketed to children,
with a follow-up study to its 2008 report
on industry practices;
* U.S.D.A, Treasury, and H.H.S.: working with Congress to bring grocery stores
and other food retailers to underserved
areas by supporting more than $400 million in investments in a Healthy Food Financing Initiative;
*Department of Transportation and
Environmental Protection Agency: promoting walking and biking to school. MBN
Obama in her efforts to reverse the trend
of childhood obesity within a generation...We embrace our responsibility."
Ms. Bailey noted that the industry already has enhanced the nutritional profile of 10,000 products, reducing sugar,
fats, calories and sodium.
Like the A.B.A., the G.M.A. said nutrition education is an "essential key to
healthy living."
"Government has an important role
to play, and G.M.A. supports legislative
efforts to strengthen the Child Nutrition
Act, including new strong, science-based
nutritional standards for foods sold within schools," Ms. Bailey said.
The International Dairy Foods Association applauded Mrs. Obama and the
Obama administration for its "integrated
approach" in the report. MBN
bakingbusiness.com / world-grain.com

http://www.WHITEHOUSE.GOV http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - May 18, 2010

Table of Contents for the Digital Edition of Milling & Baking News - May 18, 2010