Twenty-dollar Cheetos

Can Global Food Shortage + Obesity Epidemic = better nutrition?

"600 Words" by Esther J. Cepeda

Food prices are through the roof. It's gettin' ugly out there: Australia, North Korea, Zimbabwe, Haiti are all facing severe food shortages.

But why leave the Americas? Millions of Mexicans took to the streets last year because the Sponge-Bobian fantasy that cars running on corn would save the world drove the humble tortilla into caviar-land.

Too "third world" for you? How about the rice restrictions at Costco - ahhh, now they're hitting us where it hurts! You don't pull basics from overly-lit suburban temples of excess without grabbing a headline or two.

But where some see another kick to the groin of our ailing economy, I have a grand vision: the Twenty-dollar Cheeto.

First some facts: according to the Endocrine Society of America and the Centers for Disease Control, obesity is "the number one health threat facing America." Based on numbers from 2004, they say obesity currently results in an estimated 400,000 deaths annually and costs the U.S. nearly $122.9 billion bucks. Think globally, and we're talking over 1 billion overweight adults and 300 million clinically obese. Ouch.

And corn prices - you could pick up 56 pounds for $2 in January 2006, by January 2008 the predictions looked closer to $5 per bushel, according to the USDA National Agriculture Statistics Service. Meat that starts out as cows and pigs eat...well, you get the picture.

Which brings me back to my fantasy: the twenty-dollar Cheeto.

I loooove Cheetos, who doesn't? Poor people who buy their food at the corner store love 'em, working class folks who get groceries from the food shelter love 'em, rich people who didn't fill up at Charlie Trotter's love 'em.

Now take higher demand and lower supplies of corn products, add it to the US and Mexico - the numbers 9 and 19 fattest countries in the world, according to the World Health Organization - factor in a plunging economy and 24-hour news cycles, and that equals a prime teaching moment for getting people to eat healthier.

Inexplicably, spokespersons for the Centers for Disease Control, the U.S. Health Department, the American Heart Association and the few med schools I called hadn't even considered the possibility that the challenge of global food scarcity might be a perfect opportunity.

But never mind the policy wonks, the wheels have already started turning at food banks and pantries.

These are the people who beg the industrial food complex for left-over mac-n-cheese, canned ravioli, and pretzels to give to people who can't afford it otherwise. People like the good folks at the Greater Chicago Food Depository.

"Rising costs for food is affecting everything we do," Bob Dolgan of the GCFD told me. "Our most recent numbers show we're up 12% over last year - it's really affecting our pantry and soup kitchens."

But like me - worried the processed, packaged food the poorest of our communities swallow in even greater amounts during an economic downturn creates more health problems in later years - Bob sees the up-side. And GCFD had already decided to wean themselves off the corn.

"With higher costs for food producers we're relying less on donations and more on fundraising. But that lets us control the nutritional value of the products, so we're actually purchasing more fresh fruits and vegetables."

Bob didn't want to speculate what sort of ultra-effective nutrition education campaigns this conundrum could spur, instead we took a moment to savor the possibility of the twenty dollar Cheeto - so delicious, so expensive. A lunchtime staple today, a pleasant, distant memory running through the minds of 1.3 billion thinner bodies tomorrow.

Esther J. Cepeda writes the "600 Words" & "Pregunta del Dia" columns, and is also a Director at the Chicago-based United Neighborhood Organization. Her reporting and opinions do not necessarily reflect those of UNO. "600 words" is a registered trademark of EeJayCee, Inc., Copyright 2008. May be reprinted with permission, contact eejaycee@600words.com

Comments

[Lois]

I volunteer at a food pantry and can attest that we are not getting as much food from the Greater Chicago Food Depository. If people want to help they can participate in the Depository's 23rd annual Hunger Walk on Saturday, June 14. It's a short walk, only 2.5 miles at Montrose Harbor. A pledge sheet can be downloaded from the Depository's website. Those walking for a specific pantry or soup kitchen will need that agency's number. Pantries and soup kitchens are credited with the money raised, and use it to purchase (at a very low price) food from the depository. I hope to see you there!!

Lois

[Esther J. Cepeda]

In response to Chris' comments, heck yeah they oughta taste $20 good! Savor-worthy.

As for George, I have a soft spot for the Ritz as well.

Veronica maybe on to something -- a sub-cheese lending crunch of sorts!

[Veronica]

Love it! But the real question is, do we get a discount on the 100 calorie pack?

Have we thought about the possibilities of bankruptcy due to cheetos?

Love the article and as much as I hate to say it, $20 cheetos would definitely help me in the battle of the bulge.

[George]

$20 or $100 won't matter to me. Cheetos and most other snack food is nasty (I do however love Kaukauna and Ritz).

[John Masek]

You are correct in that the way to solve the obesity crisis is by educating people about eating healthier foods and less calories. If raising the prices of junk food an exorbitant amount makes people stop eating those products, they will no longer be produced so bye bye Cheetos.

Food is one of our basic needs so I do not believe taxing it to reduce demand is a viable option whereas taxes on cigarettes, alcohol, and gasoline are typically accepted without much debate.

[Chris Martin]

Interesting column Esther...very provocative idea but public health research on other consumables suggests you may be on to something. We know that when cigarette taxes (just a bit more addictive than Cheetos) are raised, demand goes down. From a public policy standpoint, this is a no brainer: if people smoke, the government gets revenue; if people quit, society is healther and we save on health care costs.

Gas is a similar commodity...if it gets to $5 a gallon, will we drive less; pollute less, walk more?

do you think a $20 cheeto will taste better too?

chris