The
beverage industry experienced an intense year in 2007 with the
introduction of many exciting, functional beverages and continued focus
on health and wellness, packaging and the industry’s environmental
impact. This year promises to be equally interesting as we face a host
of critical issues and opportunities. The following is a sneak peek at
topics the American Beverage Association and beverage companies large
and small will tackle in the weeks, months and possibly years ahead:
Health and Wellness
• National School Beverage Guidelines:
Last fall the beverage industry produced its first report outlining the
success of implementation of the industry’s guidelines, which saw a 41
percent reduction in beverage calories shipped to schools. This fall,
our industry will document its progress in its second report of the
three-year implementation period. With the help of parents, teachers
and school administrators, we anticipate continued success.
• 2010 Dietary Guidelines:
While
it may seem far off, preparations already have begun for selecting the
advisory committee for the next Dietary Guidelines for Americans. The
Dietary Guidelines play a critical role in how legislators,
policy-makers, dietitians and the international community view foods,
beverages and ingredients. The beverage industry will work to inform
the committee about the proven science that supports the safety of our
products and their ingredients.
• Caffeine:
In December, the Developmental and Reproductive Toxicant Identification
Committee (DARTIC) of California’s Office of Environmental Health
Hazard Assessment (OEHHA) recommended that eight chemicals, including
caffeine, undergo further review under Proposition 65. The review
could, confusingly, lead to warning labels on certain drinks containing
caffeine, such as energy drinks and soft drinks, but not be required on
coffee (which have much higher caffeine levels than soft drinks), due
to an exemption for “naturally occurring” caffeine. OEHHA plans to move
ahead with the review and likely will conduct more hearings and further
analysis. The American Beverage Association will follow this process
closely and continue to defend the safety of caffeine for all
populations, which is supported by sound science.
First-of-its-kind Bottled Water Tax
Under
the guise of supporting recycling efforts, on Jan. 1, the city of
Chicago implemented a 5-cent tax on bottled water containers to
encourage consumers to instead purchase tap water. However, the money
goes into a general fund and is not directed for specific environmental
programs. In response, the American Beverage Association, along with
the Illinois Beverage Association, Illinois Retail Merchants
Association, Illinois Food Retailers Association and International
Bottled Water Association, filed a lawsuit seeking to invalidate the
tax and protect the industry’s customers, both retailers and consumers,
from paying a tax against a healthy beverage in containers that are 100
percent recyclable. Developments in this precedent-setting case are
sure to be watched by industry as well as local policy-makers
throughout the country.