Much Ado About Nothing
Pamela Accetta Smith
(847) 205-5660 ext. 4069
Just when you think you’ve heard it all, you stumble upon something even more ignorant, absurd and stunning in its jaw-dropability.
When a mega company such as Kraft Foods gets targeted by anti-gay activists, it makes one wonder — what’s next? Just like the ridiculous array of reality TV programs that seem to pique the interest of most Americans, these radical groups will stop at nothing to stupefy folks with their nonsensical rhetoric.
The American Family Association (AFA), a Mississippi-based anti-gay rights organization, is waging war against Kraft for being a sponsor of the 2006 Gay Games in Chicago. AFA says that “by allowing their corporate logos to be used to promote the Gay Games, Kraft, Harris Bank and other sponsoring companies are celebrating wrong and destructive behaviors, and showing their disdain for the majority of Americans who favor traditional morality and marriage.” In an e-mail sent to its 500,000 members in May, the AFA urged all recipients to place personal calls to tell the suburban Chicago-based Kraft to pull financial support of the games, an event taking place in the company’s own back yard.
Give me a break. Don’t you have anything better to do? Instead, try to refocus for a second. Let’s take a look at some of the other contributions the company is making.
To ramp up the dairy message and the importance of getting kids the calcium and nutrition they need, Kraft has spearheaded many healthful initiatives. For example, as part of its Sensible Solution marketing program this year, the company is phasing out advertising for certain products in media primarily aimed at children ages 6 to 11, including ads for not-so-healthy snacks such as Oreo cookies and Kool-Aid.
During the year, Kraft will shift its promotions in these media outlets to its products that meet a new nutritional criteria derived from standards set by the recently released guidelines and government authorities. Kraft will also add a Sensible Solution label on products for both kids and adults that meet the nutrition criteria, including Kraft 2% Milk Shredded Reduced Fat Cheese. In 2006, the company plans to end advertisements for all products that do not meet the Sensible Solution criteria.
Taking its commitment to improved nutrition and calcium consumption to the formulation front, Kraft has doubled the calcium content in traditional favorites such as Kraft Macaroni & Cheese and Kraft Singles.
Listen, Kraft is as American as apple pie or diversity. Consumers are not going to stop feeding their kids mac and cheese just because this company is a sponsor of the Gay Games.