Coca-Cola develops guidelines for school soda sales

11/25/03 -- The Coca-Cola Co. and its U.S. bottling system released model guidelines Nov. 17 calling for contracts between the company and school districts to limit children's access to non-nutritious soft drinks.

According to the company, the voluntary guidelines are designed "to help school decision makers respond to concerns about commercialism and nutrition while maintaining their ability to raise critical resources for their schools."

Coca-Cola has contracts with some 6,000 school districts, the Associated Press reports. Cash-strapped districts rely on vending machines to provide revenue for extracurricular and other activities.

Many school systems, including New York City and Los Angeles, have tight restrictions on soft drink sales in schools, and public health advocates are pressuring lawmakers to pass laws to ban school vending machines.

NSBA has helped advise Coca-Cola in drafting the guidelines but has not taken a position to endorse them.

The company says it will not make carbonated soft drinks available to elementary schools during the school day. It says "products for students in elementary schools should include 100 percent juice, milk-based products, juice drinks, rehydrating sports drinks, and waters."

According to the guidelines, carbonated soft drinks and teas should be allowed in vending machines in high schools and middle schools and in high school cafeterias.

The guidelines call for Swerve, a new milk-based drink produced by Coca-Cola, to be made available to middle and high schools.

Coca-Cola also promises to provide timers on vending machines to allow school officials to bar access during certain times.

The company says it will not promote the use of its logos in textbooks, curriculum materials, or on book covers. As new vending machines are placed in schools, it says, "signage on vending machines will feature graphics that promote educational activities, physical fitness, and non-carbonated beverage choices."

The guidelines also state that Coca-Cola will provide a reliable and consistent level of resources for the length of the partnership, rather than one-time upfront payments and discourage the use of brokers or other third-party intermediaries.

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Reproduced with permission from the 2003 issue of School Board News. Copyright © 2003, National School Boards Association. Opinions expressed in this newspaper do not necessarily reflect positions of NSBA. This article may be printed out and photocopied for individual or educational use, provided this copyright notice appears on each copy. This article may not be otherwise transmitted or reproduced in print or electronic form without the consent of the Publisher. For more information, call (703) 838-6789.