Northern California is making political waves once again, as a new measure in Berkeley and San Francisco will be put to vote in November that could change the way people think about their health. If Proposition D passes, a one cent per ounce tax will be placed on all soft drinks and sodas in Berkeley, CA. As reported on October 8, the soda industry had already spent $1.4 million to try and defeat the proposed tax. Prop. D only needs a simple majority from voters in order to win.
Will the measure pass and cause change in the beverage and health industry? Or will sodas remain the cheap buy at restaurants and grocery stores for families?
Big City versus Big Soda
Across the bay from Berkeley, San Francisco is fighting a similar, albeit more challenging battle. The city has been proposing a two cent per ounce soda tax initiative called Prop. E, but it is being beaten down by the beverage industry which argues that such a high tax will be devastating for lower income families. Success for the tax in San Francisco does not seem likely, what with the $7.7 million that the soda industry has spent to defeat it thus far, and with the strenuous goal of needing a 2/3 majority vote.
Many opposed to Prop. E in San Francisco claim the tax is unfair to the small businesses that typically earn a lot from selling soft drinks. The two cent per ounce raise does not sound like much at first, but for a 12-pack of soda, this means an additional $3.00. The tax is meant to be paid by distributors as a way of lessening the amount sold, but voters are more concerned the tax will be passed on to consumers in the form of raised prices.
Will History Repeat Itself?
These taxes are no news for American politics. Back in 2012, Mayor Bloomberg of New York City had a similar plan for curbing Americans’ sugar consumption. His attempts to tax sodas failed, but he remains optimistic for Berkeley, California.
The East Bay Express reported:
“Michael Bloomberg, the former mayor of New York City, has pumped at least $200,000 into the pro soda tax campaign in Berkeley, funding a TV ad in favor of Measure D during the World Series, SF Gate reports. Before Bloomberg opened his checkbook, Big Soda had already spent more than a $1 million trying to defeat the measure. Bloomberg has decided not to back a similar soda tax measure in San Francisco, however.”
Hosting a commercial in favor of Prop. D during the World Series, one of the most televised sporting events, will no doubt bring a lot of awareness to the proposed measure for Giants baseball fans.
San Francisco has a high hill to climb if it wants to pass the proposition. But in the tight-knit college community of Berkeley, the proposal may stand a chance of passing. Signs bearing the slogan “YES on D, Berkeley vs. Big Soda” can be seen in front of homes all around the neighborhoods.
Saving Our Health or Saving in the Bank?
Those that are for Prop. E and Prop. D argue that the tax will help families choose healthier options for their children. They claim that “soda is the largest single source of added sugar in the American diet.” But will a higher price change their habits, or will they just pay more? It is also important to note that the tax will not include diet sodas or naturally sweetened beverages.
Do you think a tax on sugary beverages is a positive change for the community? Would it produce negative consequences for small businesses and low-income families? Tell us what you think in the comment section below!
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