Voters in New Mexico capitol cast ballots on soda tax

SANTA FE, N.M. >> Voters in New Mexico’s capital city were deciding Tuesday whether to add a tax on sugary sodas and other sweetened beverages that would follow the examples of several cities across the country.

At a polling station near downtown Santa Fe, eager voters moved quickly through a line of more than 50 people, offering candid opinions on the tax proposal that would pay to expand early childhood education.

Retiree Patricia McNeill clutched a ginger lemonade and said she would be happy to pay a little more to help fund the expansion of pre-kindergarten.

“If this is the only way we can do it, then so be it,” she said.

At another voting center, first grade teacher Kyla Proctor cast her ballot against the tax, saying it would be unfair to increase the prices of the drinks. She added that heavy spending on political publicity is wasteful and often misleading.

Weeks of dueling campaigns blanketed the city with fliers and yard signs. Backers of the tax crowded into a union hall Tuesday to make last-minute calls to vote, as tax opponents knocked on doors and stood at busy intersections calling for a “no” vote.

The tax on beverage distributors would add about 25 cents to the cost of a can of soda and also apply to sugar-sweetened sport drinks such as Gatorade, iced teas, caffeinated energy drinks and lemonade. Diet soda and pure juices would be exempt.

Philadelphia and the California cities of Berkeley, Oakland and San Francisco are among the cities that have adopted similar taxes since 2014.

In New Mexico, proponents of the tax — including Santa Fe Mayor Javier Gonzales — say it is needed to expand high-quality pre-kindergarten to 3- and 4-year-olds whose families cannot afford or find it — and to improve public health by discouraging heavy consumption of sugar.

Opponents have argued the tax may fall heavily on the working families it intends to help. They also warn that tax revenues would falter if soda consumption does decline.

Spending by political action committees on both sides of the issue topped $3 million during the drawnout campaign.

The American Beverage Association funneled more than $1.3 million into efforts to defeat the tax. A supporter of the tax, New York billionaire Michael Bloomberg, provided the political action committee Pre-K for Santa Fe with $1.1 million worth of contributions.

Video ads have flooded social media feeds for Santa Fe with emotional appeals for and against the tax.

At the polls Tuesday, voters described deep-seated convictions about the tax.

“What brings me out is the concept of asking Santa Feans to pay an exorbitant tax where there are ample city reserves,” said Robert Harris, 86, a military retiree. “I think that’s morally wrong.”

Middle school teacher Michelle Chavez, 48, said the tax is appropriate and desperately needed to boost early learning.

“It’s basically a sin tax,” she said. “If you don’t want to pay the tax, don’t buy the soda. Fill up a water bottle.” A soda-tax proposal also pending in Seattle. Scott Drenkard, director of state projects at the Washington D.C.-based Tax Foundation, views soda taxes as ineffective and unreliable.

“The tax system isn’t particularly well disposed to help us change our diets,” he said. “Instead, we should be relying on education and the advice of our doctors.” is