Millions to fight food industry sway, from snack bar CEO
NEW YORK — A $25 million pledge to fight the food industry’s influence on public health is coming from a surprising source — the CEO of a snack bar maker.
Kind founder Daniel Lubetzky says he’s pledging his own money to create a group called “Feed the Truth” dedicated to revealing corporate influence in the nutrition field, with activities like education campaigns and investigative journalism.
The move underscores the division between older “Big Food” companies and newer businesses that market themselves as wholesome alternatives aligned with health advocates. Kind, known for its fruit and nut bars, touts its use of “real” ingredients and has proved deft at mixing marketing with nutrition issues.
A public health and ethics expert not involved with the group says much depends on how it is set up, and that one tactic to neutralize potential critics is to engage them.
Three high-profile health and nutrition experts have been enlisted to name Feed the Truth’s board, which will hire an executive director. Lubetzky said he and Kind will have no involvement, and the group will be free to scrutinize the company. “We don’t have any skeletons in our closet,” he said.
Since Kind was launched in 2004, the company’s annual revenue has grown to $673.4 million, according to market researcher Euromonitor.
The company was in the spotlight after the Food and Drug Administration warned that it was inappropriately using the term “healthy” on packaging. Kind launched a petition asking the FDA to update its guidelines, saying the fat in almonds and avocados shouldn’t count against it, and declared victory when the agency said last year it was re-evaluating.
Lubetzky cited that experience and recent reporting by The Associated Press and The New York Times revealing the food industry’s influence on nutrition science for his decision to create Feed the Truth. Kind said he will sign a letter of intent to donate $2.5 million a year for the next 10 years.