Day 025 - 16 Sep 94 - Page 21


     
     1        level.
     2
     3        So, for instance, a serving of beef, as McDonald's said in
     4        this ad, is three ounces.  The average serving of beef to
     5        most people is much greater than that, I believe.  Four
     6        ounces is a relatively small piece of beef.  But that is,
     7        as I said, an attainable or a goal for attaining; they are
     8        trying to encourage Americans to move towards smaller
     9        pieces, servings, of meat.  A three ounce slice of beef,
    10        therefore, assuming the quarter pounder to indeed contain
    11        a quarter pound of beef, is smaller than the amount of
    12        beef in the quarter pounder, for instance.
    13
    14   MR. JUSTICE BELL:  The answer seems to be that it is not an
    15        expression which immediately means something to every
    16        American?
    17        A.  I doubt it, your Lordship.  It is a term of art that
    18        is defined by the Federal Government when they came out
    19        with these guidelines, the food groups, and it appears
    20        that McDonald's has used the federal guidelines.  But what
    21        a serving means to an individual is by no means uniform
    22        throughout the country.
    23
    24   MR. RAMPTON:  In fact, your Lordship is almost 100 per cent
    25        right, though we will ask other American witnesses, if we
    26        remember to do so.  The middle of column 3 on page 103,
    27        the only one which has an actual amount is meat, poultry
    28        fish or eggs.  You could guess at the servings of bread,
    29        I suppose.
    30
    31   MR. JUSTICE BELL:  Yes.
    32
    33   MR. RAMPTON:  Not very easily for the rest of it.
    34
    35        Mr. Gardner, can we turn on in your coloured brochure to
    36         -- page 114, my Lord, of the bundle -- the advertisement
    37        about cholesterol.  That is the one.  I take it we can
    38        agree that that instrument depicted on that page is a
    39        basket for frying potatoes in, or something like that?
    40        A.  That appears to be, yes, sir.
    41
    42   Q.   Perhaps you can deduce that from the fact that, at any
    43        rate, one of the items given some prominence on this first
    44        page of the advertisement are the french fries.  That is
    45        right, is it not?  You see the third paragraph?
    46        A.  I see it, yes.
    47
    48   Q.   Also one must assume that Chicken McNuggetts,
    49        fillet-o-fish and pies might go into a basket, something
    50        like that, I suppose? 
    51        A.  Yes. 
    52 
    53   Q.   That is not what I want to ask you about.  You see that
    54        the saturated fat content and the cholesterol content of
    55        the french fries are both specified on that page?
    56        A.  Yes.
    57
    58   Q.   The front page?
    59        A.  Yes.
    60

Prev Next Index