Day 012 - 18 Jul 94 - Page 23


     
     1        did they?
              A.  The advertisements did not, that is correct.
     2
         Q.   Do you know when the campaign was first conceived, the
     3        idea for it?
              A.  We had discussions, I would say at least a year
     4        earlier, at least a year earlier, possibly even farther
              back than that.
     5
         Q.   So far as you were aware, Mr. Horwitz, at that time was
     6        there any general perception within McDonald's that the
              food which McDonald's sold to the public was not
     7        nutritious?
              A.  No, it was not.
     8
         Q.   I will read on (a) page 185:  "McDonald's is not
     9        suggesting that all meals, or even the majority of meals,
              be of the quick service variety.  McDonald's does strongly
    10        suggest, and 18 million people a day support us, that
              there is a time and a place for one or more quick service
    11        meals or snacks a week within almost everyone's weekly
              meal schedule.  This can be anything from breakfast to a
    12        Big Mac, coke and fries to a late night snack".
 
    13        Pausing there, during your time at McDonald's, let us say
              the five years you have been there at this stage, 1981 to
    14        1986, had McDonald's ever suggested that people should eat
              McDonald's food all the time?
    15        A.  Absolutely not.
 
    16   Q.   "(c):  We are concerned about nutrition, health, diet,
              etc. and that is why we talk balance and moderation".
    17        Mr. Horwitz, in 1986, March 1986, was balance and
              moderation a new idea at McDonald's?
    18        A.  Well, to answer that question, let me say to you that
              I cannot recall ever having had the position at McDonald's
    19        that we suggested that three meals a day or 21 meals a
              week be eaten at McDonald's.  Certainly balance and
    20        moderation was always a thought.  Towards 1986 it became
              more of a thought which the Federal Government by its
    21        rules, regulations and discussions was addressing, trying
              to get across to the American public.
    22
         Q.   People were becoming nutritionally conscious?
    23        A.  Aware.
 
    24   Q.   That is a much better word:  (c), I have read the first
              sentence:  "We are concerned about nutrition, health, diet
    25        etc. and that is why we talk balance and moderation.  Just
              as very few people will eat steak or granola bars" -- 
    26        what is a granola bar in passing? 
              A.  It looks like a candy bar.  It is a health food bar. 
    27        It generally has honey instead of processed sugars.  It is
              considered to be a healthy substitute sometimes for a
    28        meal.
 
    29   Q.   Nuts or grains?
              A.  Yes.
    30
         Q.   "Just as very few people will eat steak or granola bars,

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