Day 031 - 05 Oct 94 - Page 43


     
     1        A.  Yes.
     2
     3   Q.   -- were they not, so far as fat is concerned?
     4        A.  Yes.
     5
     6   Q.   Although 85 per cent were above the 10, 11 per cent
     7        recommendations which we have seen in some of the
     8        papers  ---
     9        A.  That is right.
    10
    11   Q.   -- for saturated fat?
    12        A.  That is correct.
    13
    14   Q.   No, I have that wrong.  About two-thirds of the children
    15        were above?
    16        A.  Two thirds of the children were above 35 per cent
    17        which was the recommendation of, the intermediate
    18        recommendation, for total fat, yes, and 85 per cent were
    19        above the 10 per cent mark -- well, more than 11 per cent.
    20
    21   Q.   I have to say the next sentence surprises me, but there
    22        you are; that just shows one must not have preconceived
    23        notions about these things.
    24
    25   MR. MORRIS:  I am sorry, what is that sentence?
    26
    27   MR. JUSTICE BELL:  It is:  "A higher proportion of girls than
    28        boys were outside the recommended limit for both fat and
    29        saturated fat".  Without knowing anything about it, I
    30        would have thought boys might be higher than girls, but it
    31        just shows how you can be wrong.
    32
    33   THE WITNESS:  I have to share that preconceptions; before we
    34        saw the data I thought precisely the same.
    35
    36   MS. STEEL:   Just going back to your statement now on page 8 --
    37        we have finished with that paper now -- the paragraph
    38        starting at line 9, could you just explain a little about
    39        what you mean by what you have written there?
    40        A.  Well, I mean, I think that there is a view that you
    41        cannot change people's diets, and that is clearly wrong
    42        because people's diets have changed and certainly changed
    43        over the last 30 or 40 years.  I think it gets back to
    44        this issue of persuasion, and there is no doubt that
    45        McDonald's have been highly successful in persuading
    46        people to come through their doors.
    47
    48        I think really I have said all this before, that the sort
    49        of style of food which they promote is not only a question
    50         -- there is absolutely nothing wrong with somebody going 
    51        in and having a McDonald's; what I am really getting at 
    52        here is that the powerful force, the quantitative force of 
    53        the very large number of outlets is having an impact on
    54        the way people perceive food and behave with regard to
    55        food.  It is very clearly seen in the way that the success
    56        these outlets have in developing countries.
    57
    58        It is a very persuasive and aggressive marketing technique
    59        that has been employed in Jakata, just opposite the World
    60        Health Organisation's offices there is a large McDonald's

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