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

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