Wednesday, August 20, 2008

The Food of Champions

In addition to the millions of dollars in bonuses Michael Phelps received for winning his 8 Olympic gold medals, his pictures will also appear on the boxes of Kellogg's Corn Flakes and Frosted Flakes. I don't know if Michael Phelps begins his day with either of these breakfast cereals but the association will now certainly be there.

McDonalds has also capitalized on the Olympics with a commercial showing athletes eating a breakfast chicken sandwich, "a new gold standard" according to the commercial.

Similarly, I saw an interview with Jamie Oliver who was irritated by many of the professional football (soccer) players in England who were endorsed by a fast food company or some other junk food.

There are many more multinational companies than Kelloggs and McDonalds that do this. I understand, especially in Canada, that an athlete may be forced to accept sponsorship from whom ever offers because Canadian athletes receive so little Government funding. However, the example these heroes of sport display to the youth, in regards to what food they eat, is unfortunate.

Jamie Oliver's campaign is inline with Naturopathic medicine. Nutrition forms the basis of health and a massive re-education of parents and children is necessary to build healthy people.

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