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,
