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I was talking with a colleague about a client for which we both worked earlier this year. This client is a large health insurance company. They recently moved into a new headquarter, and along with the new building came a new cafeteria and a new health incentive program.
Studies suggest that as the price of a food increases, consumption of that food decreases. In this client’s new cafeteria, everything ‘healthy’ is discounted. For example, a veggie burger with a salad is about half the price of a regular burger with fries. Water or diet pops are also one dollar cheaper than regular soft drinks. In my opinion, this is a better approach than restricting food choices or introducing a ‘fat tax’.
What a great concept for consultants; when forced to eat out five days a week for every meal, having healthy and affordable options is a welcomed changed from having the choice between McDonalds and a greasy Asian fast food place!
Who are the consumers of the fat tax revenue and who are the consumers of the discounted v normal food sales revenue? (hint: there not the same) This is an important question when making this an either or choice.
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