(3/19/99)
Should your child's school be the place where corporate America pitches its products? There's a program now going through Utah schools to encourage nutrition, but that's not all it promotes. Education Specialist Nadine Wimmer reports.
It's national nutrition month. So Kelloggs offered virtually every Utah elementary a free breakfast, as long as kids brought their parents. On the menu: A new breakfast product, and store coupons to buy it. The schools that got the most parents to attend, could win $5000.
"THAT WAS AN INCENTIVE, BECAUSE WE HAVE SO MANY DIFFERENT PROGRAMS WE COULD USE IT FOR."
But some parents wonder if this exercise has as much to do with nutrition as do frosted flakes. In fact, many question whether education and commercialization belong in the same place.
"SCHOOLS SHOULDN'T BE A PLACE FOR MARKETING ANYTHING, THEY SHOULD BE A PLACE FOR LEARNING."
"WHY NOT? IT'S A GOOD PLACE TO GET A LOT OF KIDS AND A LOT OF PARENTS ALL AT ONCE."
"I THINK IT'S A TOTALLY EXCELLENT MARKETING TOOL."
"KIDS GET IT EVERY DAY, AND THEY BUY INTO IT EVERY DAY. REPORTER: AND THEN YOU HAVE TO HEAR ABOUT IT. A: AND THEN WE HAVE TO HEAR ABOUT IT."
Nadine Wimmer, Eyewitness News: "HERE'S SOMETHING IRONIC. THE SCHOOLS COULDN'T EVEN SERVE THESE IF THEY WANTED TO. THEY DON'T MEET FEDERAL GUIDELINES. INSIDE THE BOX, THERE'S ONLY 4 OUNCES OF MILK. SCHOOLS HAVE TO SERVE 8 OUNCES IN ORDER FOR IT TO QUALIFY."
And by offering such a meal directly to schools, Kellogg's could have jeopardized districts' federal breakfast funding. It's a fine line. Many school leaders refused the offer. Other cash-strapped schools figure they'll take whatever help they can get.
"WE LOVE BUSINESS PARTNERS AND VOLUNTEERS AND ANY CONTRIBUTIONS PEOPLE WANT TO MAKE TO SCHOOLS I DON'T THINK HURT."
This is just one example of how it's becoming increasingly difficult for schools to keep at arms length of commercialism, when they actively seek financial support from business.
