SOURCE: Creative Consumer Concepts

Creative Consumer Concepts

December 15, 2010 09:00 ET

Wisconsin City Praised by for Decisiveness on Kids Meal Proposal

SUPERIOR, WI--(Marketwire - December 15, 2010) - In stark contrast to recent actions by the San Francisco Board of Supervisors, the Superior, WI City Council quickly and decisively determined the fate of a local issue that has recently gained national attention. By a 7-1 margin -- and in a single meeting and hearing -- councilors in the northwest Wisconsin city of 25,000 decided December 7 that restaurants would not be required to meet new food restrictions in order to continue the tradition of including a toy or incentive with a kids' meal. 

This was a refreshing change from several months of hearings and special-interest posturing regarding the same issue in San Francisco, according to Bob Cutler, CEO of Creative Consumer Concepts (C3) and sponsor of Effective December 1, 2011, kids' meals sold in that city's restaurants cannot include a toy if the meal does not meet a calorie threshold or does not include a half-cup of fruits and vegetables. The legislation was passed to fight child obesity.

"Fortunately, Superior council members were in touch with their constituents and the nation's sentiments. They recognized how such a law would interfere with citizens' right to choose, and that it was not the government's role to make such decisions for families," Cutler said.

While acknowledging that kids in Wisconsin are not immune to weight-related health issues, council members promoted the generally accepted methods of physical activity, parental instruction and smarter grocery store shopping as ways to improve children's health rather than restricting meal incentives.

At the December 7 meeting, Councilor Tom Bridge stated that none of the many Superior constituents he'd heard from supported the measure. Additionally, he doubted the role of toys and meals as sources of health issues, saying that kids would have to be eating at the restaurants often for those to be the biggest part of the problem. 

C3 CEO Cutler concluded, "Citizens are best served when representatives listen and act decisively based on community priorities. That was not the case in San Francisco."

Creative Consumer Concepts (C3) is the largest kid marketing agency in the U.S., serving the restaurant industry for 23 years. The company provides research-based recommendations and award-winning products to its clients. is a place for discussion regarding the childhood obesity battle, why we need solutions and why we don't need more issues about what we choose to eat.

Contact Information

  • Contact:
    Bob Cutler or Byron Ginsburg
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