Snack bar CEO is an unlikely foe of food industry

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 such as 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 proven 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 execudeclared tive director. Lubetzky said he and Kind will have no involvement, and the group will be free to scrutinize the company.

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 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 on the food industry’s influence on nutrition science for his decision to create Feed the Truth. He said he will sign a letter of intent to donate $2.5 million a year for the next 10 years.

Lubetzky said he did not donate the money to the Center for Science in the Public Interest because the advocacy group does not accept industry funding. That raises the question of whether Feed the Truth will accept money from other food companies, and if so, under what terms. Lubetzky said that will be up to the board and director.

The irony of such a group being established by a snack bar CEO is not lost on Marion Nestle, a professor of food studies at New York University who is helping nominate the board. She said she usually keeps industry at arm’s length, but found Lubetzky “very persuasive” and felt Feed the Truth could raise awareness about corporate influence in nutrition research.

Kind said the three advisers are not being paid, though it covered Nestle’s travel costs for a meeting.