In case you missed it – Hank Cardello, a senior fellow at the Hudson Institute, posted a column this week on Forbes that is worth a read. In his article, Cardello stresses the importance of leaders like Mayor Bloomberg working with businesses – not against them – to accomplish significant goals toward solving a complex issue, such as obesity.  Cardello writes:

“…in his anti-obesity campaign’s focus on Big Gulps, Bloomberg’s currency is being spent in the wrong place. In his evolution from business titan to social activist, he has forgotten what made him so successful as a businessman. He is approaching the obesity crisis with an activist’s fire-throwing fervor, attempting to solve it by making a scene, micromanaging business, and busting chops.  Instead, he should bring his well-honed, considerable business skills to his crusade, focusing on finding ways to help both sides get what they want.”

Cardello writes that the best, most effective way to create change is by working together. Rather than attempting an outright ban on a business’ product, Mayor Bloomberg would have been better off aligning with food and beverage companies, focusing on the core of the problem but not bullying them into only doing things his way, as that is only met with resistance.  For example, Cardello advises:

“In the case of obesity the core problem is not large sodas but excess consumption of calories from multiple sources. … Bloomberg can tell New York restaurants and other food outlets that they’re leaving money on the table by sticking to their bigger-is-better approach.”

His advice to Mayor Bloomberg is well-heeded by the beverage industry, which has already formed meaningful partnerships in support of individuals and groups that are also doing their part to combat obesity such as Former President Clinton and the Alliance for a Healthier Generation, and First Lady Michelle Obama’s “Let’s Move!” initiative.

Our member companies are committed to delivering what their consumers want, and have a long history of creating innovative products to meet consumer demand. Cardello notes this, saying the beverage industry has already “reduced their ’calorie footprints’ (the average calories sold per capita).”   Today, there are more low- and no-calorie beverage options in a range of portion sizes than ever before. This has lead to a 23 percent reduction in the average calories per beverage serving according to Beverage Marketing Corporation and a 12.5 percent drop in full calorie soft drink sales, according to Beverage Digest.

We encourage you to read Cardello’s full article, “To Win the War on Obesity, Bloomberg Needs to Stop the Battle Against Big Soda.” Let us know what you think on Facebook or Twitter.