Submitted by: Submitted by kunal0029
Views: 127
Words: 1770
Pages: 8
Category: Business and Industry
Date Submitted: 06/20/2013 11:21 AM
Food Researched: Breakfast Cereal Focus of Research: The Politics of the Cereal Industry Name: Jenny Fink May 18, 2010 Big Cereal and The American Government Objective The goal of this research was to uncover the connection between the dollars that Americans use to purchase cereal and the political events that the cereal industry has had a hand in determining. As much of the data is difficult to uncover, this paper first sets out to establish basic knowledge of the politics of lobbying and various political interest groups. Then, the connections are drawn between big cereal’s dollars and politicians and legislation. Summary of Findings Introduction to the World of Cereal: Nearly every American family currently alive currently has a box of cereal in their home. With the current social focus being on obesity and weight loss, the primary focus when considering breakfast cereal generally centers upon its nutritional content. However, the political implications of the gigantic, ever‐growing mega‐companies that manufacture and distribute cereal are just as important. Like any large corporation, they work hard to create a favorable environment to sell their product. This involves maintaining a firm grasp on two of the most influential ways that Americans receive and internalize information: government policy and marketing. General Mills and The Kellogg Corporation are currently the two largest producers of breakfast cereals in the United States.1 As large corporations they work hard to manipulate government policy in a direction that is as favorable as possible to the selling of breakfast cereals. While consumers are able to view the way their health is affecting by reading the label on the side of the cereal box, seeing what political affects their cereal dollars are causing is much more difficult to find. In this paper I will locate the government policies and participants that the General Mills and ...