Brazil, India and China Beware! The Junk Food Tidal Wave Is Heading Your Way!
The blog below was originally written 2 years ago but refused publication by a well-known Rio newspaper as the whole front page had been bought for advertising junk food by a famous multinational company.
Introduction
The recession has badly affected the USA and Europe, undermining the growth in profits for the Global Food Companies. However, as a result of the ever increasing economic success of countries like Brasil, India and China, and the enhanced spending power of the people, these multinational companies are now targeting these new emerging markets to increase their growth and profits.
Uncontrolled advertising of junk food
The result of this globalisation of the food supply can be seen daily on the streets and in the supermarkets of Rio de Janeiro with the opening of McDonalds, KFC, Bob’s, Pizza Hut and numerous other burger and junk food joints and pasta bars. The supermarkets and bars too are offering more and more ready-made, fatty and salty snacks and meals as well as chemical soft drinks for sale. The greatest danger of all is that impressionable children are being exposed daily to these junk foods and chemical drinks so that they become a normal part of their diets. Much of this exposure comes from uncontrolled television advertising aimed at children who are particularly vulnerable to the persuasive techniques used (Consumer International). In addition, it is a common sight to see parents at suco bars encouraging their children in poor choices of food by giving them fatty and salty salagados and chemical soft drinks.
Government inaction and cynical sponsorship
The Brasilian government has been slow in introducing a watershed time to restrict television promotion of junk food aimed at children. Fabio Gomes, a nutritionist and expert on food marketing at the National Cancer Institute of Brasil, reports that while the multinational companies have pledged self-regulation for advertising to children in the USA and Europe, no such pledges have been made for Brasil. The recent 2013 Confederation Cup in Brasil is an example of uncontrolled and cynical advertising. McDonalds sponsored this event and then utilised the commercial TV breaks in the games to advertise their junk food products. Every match, and time after time in every break, showed people with their mouths wide open eating a shower of junk food nuggets of some kind.
Zero calorie foods and drinks
The recent upsurge in “zero” calorie foods and drinks is an example of multinational companies exploiting peoples ignorance and fears. In these products, sugar has been replaced by a potentially toxic mixture of artificial sweeteners particularly aimed at people concerned about their weight and diet. In consequence, “zero” products are bought in the belief that they are healthier as they contain fewer calories. Evidence, however, is mounting that these zero products may result in overeating by upsetting the normal mechanisms controlling the appetite so that weight gain can occur. In addition, there is controversy about the safety of these artificial chemical sweeteners. Aspartame, one of the most frequently used, has been linked to a range of diseases from tumours to behavioural problems (see: “Its Your Life: End The Confusion From Inconsistent Health Advice”, by Professor Dr. Norman Ratcliffe); it is particularly advisable for children and pregnant women to avoid this chemical.
Obesity statistics
So what is the problem with “Fast Food” as it is so cheap and convenient? Most fast foods contain excessive harmful fat and salt levels. Just look at the obesity rates in the USA and Europe and you will realise the concern. In the UK alone in 2008, there were 39 million 16-64 year olds of which approximately 50% were overweight (27%) or obese (23%). Over the last 15 years your reporter has watched a nation become bloated and over-eat itself into an early grave. The signs are that Brasil is going the same way.
A recent survey of over 188,000 Brasilians published by Instituto Brasileiro de Geografia e Estatistica on August 27th 2010, reports that:-
In 2008, 1 in 3 children between 5 and 9 years were overweight with 1 in 7 obese. This compares with 1974 in which levels of overweight children were less than 1 in 10. Similar increases in weight have occurred with adults so that by 2008-09 about 50% of the Brasilian population was overweight with obesity having increased 3-4 times since 1974.
What about the future? The same survey shows that being overweight is greater (61.8 %) in men with high incomes. Thus, weight gain and obesity levels will probably accelerate during the present economic boom. The speed with which obesity levels accelerate can be amazing with obesity in the USA increasing 4 fold in just 14 years.
More recent statistics confirm the rising tide of overweight and obese people in Brasil. This is also reflected in the fact that the new soccer stadiums being built for the World Cup will include about 2.4% extra-wide seats able to accommodate fans of up to 560lbs! The World Health Organisation has warned that if present trends continue then by 2022 Brasilian obesity rates could match those of the USA.
Health problems associated with being overweight/obesity
Why should you be bothered about weight gain? Being overweight/obese is associated with a significant increased risk of diabetes, heart disease, pregnancy complications, disability and even cancer. The national costs and personal misery are huge. Soon, like the UK, Brasil will have a national “Big is Beautiful” campaign to justify the gluttony of a nation, with overweight women being described as “real women” and “curvy” instead of the truth which is “fat” or “obese”.
What must you do?? Educate people away from junk foods and sugary/zero calorie drinks and try and convince them to take responsibility for their own health. Read food labels and seek bans on advertisements aimed at children and young people glamorising junk food and drinks. Start a campaign now in Brasil led by the media before the tidal wave sweeps you and your family away in a mountain of fatty and salty food, chemicals and ill-health.
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Sources:
POF 2008-09: Anthropometry and nutrional status of children, teenagers and adults in Brazil (Instituto Brasileiro de Geografia e Estatistica on August 27th 2010).
Public release date: 13-Jul-2010, International Association for the Study of Obesity, Stockholm. rosswrite@mac.com
abcnews.go.com, ABC News blog, Medical Unit online, March 5th 2013
http://www.who.int/nut/db_bmi.htm
Find out about food and diet in: “It’s Your Life: End The Confusion From Inconsistent Health Advice”, by Professor Dr. Norman Ratcliffe.
It's Your Life: End the Confusion from Inconsistent Health Advice 