Day 037 - 14 Oct 94 - Page 47
1 being the Plaintiffs seek to engender. The other concern
2 here, of course -- and that I would say is mainly an
3 ethical concern of mine, but it is obviously shared by
4 certain regulatory bodies too -- the other concern relates
5 to simply the impact on children's health, of selling to a
6 very naive and trusting market.
7
8 You know, we do know, it is now commonly accepted, that
9 the seeds of dietary related to disease are very often
10 sown in childhood. Getting a consumer when they are
11 young, when their age is still in single digits, is
12 probably a jolly good and effective market strategy, but
13 as to its ethics, I would seriously question them.
14
15 Q. On the subject of pressurising their parents into visiting
16 the Plaintiff's restaurant -- this is a direct quote from
17 page 9 of your statement?
18 A. Yes.
19
20 Q. You had a quote, I believe?
21 A. It is from Mr. Kroc's autobiography.
22
23 Q. "Grinding it out", autobiography of Mr. Kroc. This is in
24 his own words if it is an autobiography, presumably?
25 A. Yes.
26
27 MR. JUSTICE BELL: Is this something in the statement or
28 something additional?
29
30 MR. MORRIS: The direct quote -- yes, it is the next line in
31 the statement, next paragraph on page 9.
32
33 MR. JUSTICE BELL: Which page are you on?
34
35 MR. MORRIS: On page 9 of the statement, the first full
36 paragraph. On page 114 of Mr. Kroc's autobiography --
37 direct quote. Maybe it would be helpful to give everyone
38 a copy of that, if I can find it. You do not have a copy
39 of it yourself?
40 A. I do not, I am afraid, no. There is a limit to the
41 amount of material I can carry.
42
43 MR. JUSTICE BELL: Do you have copies?
44
45 MR. RAMPTON: No.
46
47 MR. MORRIS: (Handed) Yes, I am sorry it has come a bit
48 piecemeal. The front sheet I am serving is -- I should
49 have given you earlier on today -- is the inside page with
50 the date. The quote we want is from page 114; it is the
51 top paragraph. Would you like to read it out directly,
52 Mr. Cox?
53 A. Yes. This relates to Mr. Kroc's attitude towards
54 advertising. It might be best to start from the previous
55 page, the beginning of that paragraph, to give it its
56 entirety. May I do that?
57
58 MR. JUSTICE BELL: Do, yes.
59 A. Page 113, the last paragraph: "In our business there
60 are two kinds of attitudes toward advertising and public
