Here in the land of plenty, talking about obesity - whether in grownups, kids or pets - has become a national obsession.
By DAVE SCHEIBER
Published December 8, 2003
Obesity is weighing heavier than ever on the national agenda.
From salad bars for school kids to low-carb Happy Meals for adults to diet fare for Fido, new efforts abound in the battle against a condition that affects one in five Americans.
Last week, a government advisory group recommended that doctors weigh and measure all adults and provide aggressive counseling and treatment regimens for obese individuals - anyone at least 30 pounds heavier than the recommended weight for their height.
The U.S. Preventive Services Task Force's findings, reported in the Washington Post, included prescribing "intensive behavior therapy at least twice a month in either individual or group sessions led by a team of health professionals such as psychologists, registered dietitians and exercise instructors."
But attempts to curb the problem - among children, grownups and even their pets - are already in full swing. Here's a sampling:
* More Florida school kids are hitting the bars these days - specifically, salad bars.
In 2002, a pilot program called "Eat Your Colors Every Day: Salad Bar and Salad Options Program" (talk about a mouthful) began in four state districts, including a handful of schools in Hillsborough and Pinellas.
The program, sponsored by an organization called 5 A Day The Color Way, was designed to increase kids' consumption of fruits and vegetables and promote nutrition education.
It was such a success in Hillsborough that school officials adapted it, came up with their own name ("Healthy Meals Express") and implemented the program countywide this year. Pinellas has four participating schools, while Pasco and Sarasota counties have started pilot programs this year with a pair of schools in each. In all, eight Florida school systems are actively involved in the "5 A Day" program.
Three other states, Kansas, Oregon and South Carolina, have also started pilot programs in 2003-2004.
* Fat cats and portly pooches are adding up to bigger dollars in the pet food industry. An estimated 40 percent of dogs and cats in the United States are obese, contributing to the same health problems that overweight humans face: diabetes, hypertension and heart disease.
So manufacturers have introduced an array of weight-controlling pet foods, many of which follow the Atkins diet lead of low carbohydrates and high protein.
The New York Times recently reported that sales of such pet foods have increased 25 percent, generating revenue of $500-million annually. Diet pet food, according to the article, is one of the fastest-growing areas of a $12-billion industry.
* KFC got burned last month with a new ad campaign touting the health merits of its buckets of fried, finger-lickin' good fowl.
Amid loud cries of foul by consumer groups, the chicken chain yanked the ads after several weeks.
But fast-food kingpins are trying other ways to appeal to health-conscious customers.
In September, Wendy's began a kids-meal test in South Florida and three other U.S. markets, allowing milk and fruit (chunks of honeydew and cantaloupe) to be swapped for the traditional soda and fries.
Nation's Restaurant News reported in October that Subway was beefing up the nutritional and educational content of its Kids' Pak meals. Cookies and soft drinks are out; a sandwich, fruit juice and fruit "rollup" (a chewy snack) are in. The accompanying toys are designed with a sports theme, to encourage physical activity.
Also included: "Jared's Steps to Healthier Kids" info cards on how to eat more sensibly. Subway's Web site reveals that spokesman Jared Fogle, who "lost 245 pounds on an exercise and diet plan that consisted of Subway sandwiches," will soon begin a national school tour to talk to kids about his battles with obesity growing up.
Meanwhile, Burger King has started selling a new line of chicken sandwiches with only five grams of fat, the Fire Grilled Chicken Baguette. And McDonald's has an adult-oriented Happy Meal in the testing phase. Its "Go Active" meal includes a salad, bottled water, a pedometer and a booklet highlighting the health benefits of walking.
* How large is the problem? Last year, Time magazine reported that 63,000 obese individuals underwent surgery to have their stomach sizes reduced - an increase of 23,000 from 1997.
The Center for Science in the Public Interest in Washington, D.C., released a list this past summer of obesity indicators in society. Among them:
1. Liposuction is the most popular cosmetic surgery in the United States, jumping 118 percent from 1997 to 2001.
2. It's no secret that plus-sized clothing has become a big seller, accounting for one-fourth of women's clothing sales. But now retailers such as the Gap, Limited Too and Target are selling plus-sized clothes for youths as well.
3. Doctors have turned to longer needles to draw blood or administer vaccines in order "to penetrate thicker layers of fat on Americans' bodies."
* In October, Florida Gov. Jeb Bush announced the creation of the Governor's Task Force on the Obesity Epidemic. The announcement showcased these statistics: In 2002, more than 26 percent of Florida adults were physically inactive and less than 26 percent of Florida adults ate the daily recommended five servings of fruits and vegetables.
* The topic of obesity is even becoming late-night TV fodder. Last week on the Tonight show, Jay Leno quipped that the giant balloon characters in the Macy's Thanksgiving Day Parade were suddenly starting to look like typical Americans - "Hey, there's Uncle Bob!"
