FastFast FoodFood NationNation:: TheThe FilmFilm && ChewChew onon ThisThis

KendalKendal Frazier,Frazier, NCBANCBA JanetJanet Riley,Riley, AMIAMI JuneJune 21,21, 20062006 ““ChewChew onon This”This” PublicityPublicity TourTour MayMay 11•• MayMay 1717 “Fast“Fast FoodFood Nation:Nation: TheThe Movie”Movie”–– FallFall Release,Release, CannesCannes FilmFilm FestivalFestival MayMay 1717••2828 IssuesIssues RaisedRaised ByBy SchlosserSchlosser

NoNo UnethicalUnethical ObesityObesity JunkJunk FoodFood HealthcareHealthcare CorporationsCorporations

ExploitationExploitation Dead•endDead•end Anti•UnionAnti•Union JobsJobs ofof ImmigrantImmigrant WorkersWorkers

Food Food AnimalAnimal Safety Safety WelfareWelfare TheThe MissionMission

AlertAlert SchlosserSchlosser TargetsTargets

StakeholdersStakeholders •• Prepare Prepare && PlanPlan

SpokespersonSpokesperson && MessagesMessages

EngageEngage

MonitorMonitor ResultsResults

ContinueContinue toto SetSet thethe RecordRecord StraightStraight 20012001 –––AlmostAlmostAlmost StraightStraight A’sA’s fromfrom thethe MediaMedia TheThe LatestLatest AttackAttack

••“Fast“Fast FoodFood Nation”Nation” RewrittenRewritten forfor ChildrenChildren 11•14.11•14. ••MarketedMarketed asas schoolschool bookbook

••“A“A jaw•droppingjaw•dropping looklook atat thethe junkjunk foodfood industryindustry –can–can youyou stomachstomach thethe truth?”truth?” SchoolsSchools && StudentsStudents asas ActivistsActivists

“Childhood“Childhood obesity.obesity. MadMad cowcow disease.disease. ExploitedExploited workers.workers. MaltreatedMaltreated animals.animals. SneakySneaky advertisers…advertisers… NotNot subjectssubjects youryour typicaltypical middlemiddle schoolschool studentstudent talkstalks about.about.

ButBut afterafter readingreading ChewChew onon This,This, aa nono••holdsholds•• barredbarred looklook atat thethe fastfast••foodfood industryindustry byby bestbest•• sellingselling authorauthor EricEric SchlosserSchlosser andand CharlesCharles Wilson,Wilson, kidskids willwill thinkthink twicetwice aboutabout eatingeating thosethose FrenchFrench fries.”fries.”

“Chew on This” Publicity Kit DisinformationDisinformation forfor KidsKids

Stomachs will turn and tempers will flare

•A single fast•food hamburger may contain meat from hundreds, even thousands, of different cattle. •A single animal infected with E. Coli 0157:H7 can contaminate thirty•two thousand pounds of ground beef. •Chickens in slaughterhouses are sometimes killed by being thrown against walls or stomped on. •Leftover waste from a chicken slaughterhouse is sometimes added to chicken feed, turning the doomed birds into cannibals. MostMost OutrageousOutrageous StatementsStatements

Today,Today, meatpackingmeatpacking workersworkers areare amongamong thethe lowestlowest paidpaid factoryfactory workersworkers inin thethe UnitedUnited StatesStates andand theythey havehave oneone ofof thethe mostmost dangerousdangerous WorkersWorkers oftenoften taketake theirtheir knivesknives homehome afterafter workwork spendingspending atat leastleast fortyforty minutesminutes aa dayday keepingkeeping thethe edgesedges smoothsmooth andand sharp.sharp. PerhapsPerhaps thethe leadingleading causecause ofof injuriesinjuries inin slaughterhousesslaughterhouses todaytoday isis thethe speedspeed ofof thethe disassemblydisassembly line…line… MostMost OutrageousOutrageous StatementsStatements

AA meatpackingmeatpacking executiveexecutive whowho deliberatelydeliberately violatesviolates OSHAOSHA safetysafety rulesrules hashas aa betterbetter chancechance ofof winningwinning thethe statestate lotterylottery thanthan ofof facingfacing criminalcriminal charges…charges… InjuredInjured workersworkers aren’taren’t goodgood forfor profits...Gettingprofits...Getting ridrid ofof themthem andand refusingrefusing toto paypay theirtheir medicalmedical billsbills makesmakes sense…sense… YouYou cancan smellsmell GreeleyGreeley longlong beforebefore youyou cancan seesee it…it… a a combinationcombination ofof livelive animals,animals, manuremanure andand deaddead animalsanimals beingbeing turnedturned intointo dogdog food.food. ThinkThink ofof rottenrotten eggseggs mixedmixed withwith burningburning hairhair andand stinkystinky toilettoilet andand youyou getget thethe idea.idea. MostMost OutrageousOutrageous StatementsStatements

AA singlesingle animalanimal infectedinfected withwith E.E. colicoli 157:H7157:H7 cancan contaminatecontaminate 32,00032,000 poundspounds ofof thatthat groundground beef.beef. …… There There isis strongstrong evidenceevidence thatthat thethe numbernumber ofof peoplepeople gettinggetting sickenedsickened byby foodfood hashas gonegone upup inin thethe pastpast fewfew decades...decades... TheThe animalsanimals usedused toto makemake aboutabout oneone quarterquarter ofof thethe nation’snation’s groundground beefbeef ––oldold dairydairy cattlecattle ––areare thethe mostmost likelylikely toto bebe sicksick andand diseased.diseased. MostMost OutrageousOutrageous StatementsStatements

AA singlesingle fastfast••foodfood hamburgerhamburger nownow containscontains meatmeat fromfrom hundredshundreds oror eveneven thousandsthousands ofof differentdifferent cattle.cattle. CookingCooking thethe meatmeat thoroughlythoroughly killskills germsgerms likelike E.E. colicoli O157:H7.O157:H7. ButBut itit doesn’tdoesn’t changechange aa ratherrather unappetizingunappetizing fact…fact… : : therethere isis pooppoop inin thethe meat.meat. ConnectingConnecting thethe DotsDots

Fat, salt, sugar / Messing with my mind / Food labels / Weird stuff in food / Teachers / Links / About us / Site map / Search / Buying stuff The Chewonthis website is designed for independent use by secondary school students aged 11•14. ChewChew onon ThisThis TourTour DatesDates

SchlosserSchlosser spokespoke atat schoolsschools andand bookstoresbookstores toto supportsupport ChewChew onon ThisThis ::

••San San Francisco,Francisco, MayMay 11 && 22• •Chicago, Chicago, MayMay 1010 ••New New YorkYork City,City, MayMay 33 ••Minneapolis, Minneapolis, MayMay 1111•12•12 ••, Boston, MayMay 44 ••Seattle, Seattle, MayMay 1313 ••Washington, Washington, D.C.,D.C., MayMay 55 ••Portland, Portland, MayMay 1515 ••Austin, Austin, MayMay 99 ••Los ,Angeles, MayMay 1717 FastFast FoodFood NationNation The Movie ““AA FictionalizedFictionalized Thriller”Thriller”

“Based on a town in Colorado… It's sort of the human effects of that industry…

"It's the teenagers who work at the places, and immigrant laborers who come across the border, working in the packing plants, and an executive.

“I'm pretty skeptical of the whole .“

–Director, “““TheTheThe DarkDark SideSide ofof thethe AllAllAll•••AmericanAmerican Meal”Meal” ••The The MovieMovie ThemesThemes ••

Slaughterhouse Horror

Mickey’s Abuse of Workers

Unsafe Food TheThe CastCast

Avril Lavigne Luis Guzman Wilmer Valderrama

Sandino Moreno Kris Kristofferson Bobby Cannavale Lou Taylor Pucci

Greg Kinnear Esai Morales Bruce Willis Actor Greg Kinnear He plays the Mickey's Executive – On his role in '' movie:

"They drafted an incredible script, and a lot of people signed on because of their passion for that book.” SchlosserSchlosser TargetsTargets

Brands Products & Suppliers Junk Food Products & Suppliers Goliath Crushing the Little Guy Factory Farms Corporate Greed & Arrogance Processed Food Factories Marketing to Kids Exploitation of Workers Mean•Spirited, Sinister Ruthless, Heartless Manipulative Slaughterhouse Abuses… “Most dangerous job in U.S.” Litigious Animal Welfare Abuse Responsible for Obesity “The Jungle” 2006 Targeting Schools, Low Income Communities, & Children Franchisees Anti•Union to the Core & Restaurants No Protections, No Benefits Sub•Standard Pay & Working Conditions: Deadbeat “” Profit off the Backs of Teenagers Driving Out Mom & Pop Plastic Blight Junk Food Sellers TodayToday ShowShow MayMay 4,4, 20062006 CNN,CNN, MayMay 8,8, 20062006

VideoVideo NotNot AvailableAvailable CommunicationsCommunications GameGame Plan “Surround Sound”

Community Brands Leaders

3rd Parties Elected Representatives

Industry Coalitions Suppliers

Franchisees Customers ‘‘BestBest FoodFood Nation’Nation’ IndustryIndustry CoalitionCoalition 1919 associationsassociations CMACMA ConsultingConsulting ThreeThree sectorsector chairschairs ––AMIAMI ––NCBANCBA ––NRANRA BestBest FoodFood NationNation WebWeb SiteSite MythMyth••BustingBusting FactsFacts ByBy IndustryIndustry

VariousVarious sectorssectors providedprovided factsfacts toto characterizecharacterize industriesindustries MostMost egregiousegregious errorserrors addressedaddressed directlydirectly ––MeatMeat industryindustry NOTNOT mostmost dangerousdangerous ––CattleCattle areare NOTNOT mistreatedmistreated ––PlantsPlants dodo notnot benefitbenefit fromfrom turnoverturnover ––WeWe dodo notnot havehave ‘poop‘poop inin thethe meat’meat’ ––FoodborneFoodborne illnessesillnesses decreasing,decreasing, notnot increasingincreasing HumanizingHumanizing thethe IndustryIndustry

Schlosser seeks to dehumanize BFN seeks to put a face on our industry withwith testimonials Odom’s –Lewis Cooney Cattle Ranchers Julie and Chad Ellingson NY Restaurant Association – Chuck Hunt Tyson –John Johnson and Sharon Beals Keystone –Clay Banks Cargill –Salvador Melgar and Martin Contreras ReachingReaching EducatorsEducators

ReceivedReceived twotwo educationeducation critiquescritiques ofof ChewChew OnOn ThisThis byby leadingleading educationeducation expertsexperts EngagingEngaging inin outreachoutreach toto educationeducation officialsofficials nationwidenationwide includingincluding nextnext weekweek throughthrough AgAg inin TheThe ClassroomClassroom BeefBeef inin BriefBrief SchoolSchool KitKit

ContainsContains languagelanguage artsarts relatedrelated activitiesactivities forfor studentsstudents CustomizableCustomizable byby StateState BeefBeef CouncilsCouncils SentSent toto 18,00018,000 middlemiddle schoolsschools MediaMedia OutreachOutreach

TargetedTargeted outreachoutreach inin bookbook tourtour mediamedia marketsmarkets ––FoundFound limitedlimited mediamedia interestinterest PitchedPitched MuranoMurano toto TodayToday Show,Show, diddid backgroundbackground briefingbriefing JoeJoe LeavittLeavitt engagedengaged GrassGrass rootsroots mediamedia toolstools preparedprepared MediaMedia InterviewsInterviews

NumerousNumerous printprint andand radioradio JanetJanet RileyRiley onon ABCABC NewsNews ––“This“This moviemovie bearsbears asas muchmuch resemblanceresemblance toto today’stoday’s meatmeat industryindustry asas PoseidonPoseidon doesdoes toto thethe modernmodern cruisecruise industry”industry” PatrickPatrick BoyleBoyle appearedappeared onon CNBC’sCNBC’s StreetStreet SignsSigns oppositeopposite EricEric SchlosserSchlosser KendalKendal FrazierFrazier onon NPRNPR WallWall StreetStreet JournalJournal interviewsinterviews PositivePositive ApproachApproach

SchlosserSchlosser andand LinklaterLinklater claimclaim theythey areare underunder attackattack byby industryindustry BFN:BFN: PositivePositive approach,approach, critiquecritique informationinformation AttacksAttacks byby somesome unrelatedunrelated toto BFNBFN HoughtonHoughton MifflinMifflin hashas hiredhired PRPR firmfirm MeetingMeeting SchlosserSchlosser andand WilsonWilson

AppearedAppeared inin WashingtonWashington AMIAMI extendedextended personalpersonal invitationinvitation SignedSigned ontoonto jointjoint letterletter requestingrequesting meetingmeeting MovieMovie ReleaseRelease

PremieredPremiered atat CannesCannes MayMay 1919 – Movie trailer released – Play trailer – Disclosed that plant scenes shot in Mexico

VideoVideo NotNot AvailableAvailable ExcerptsExcerpts fromfrom ReviewsReviews

Time Out MovieMovie Blog, May 1919 “It demands an unacceptable levellevel of unquestioning support from the audience… Something of a factory•processed turkey, if you will.... The Hollywood Reporter, May 19 “It's hard toto see thisthis Fox Searchlight release havinghaving much impact in U.S… The film plays better in Europe… the shock value of the documentary excursions has little impact other than perhapsperhaps toto alter dinner plans after the movie.” Variety, May 19 “In thethe end,end, viewersviewers waiting for an emotional and/or dramatic payoff will be disappointed. AsAs a callcall•to•arms, it'sit's highlyhighly sympathetic butbut surprisingly mildmild•mannered.” EmanuelLevy.com "Fast Food Nation" the movie has little new to say… "Fast Food Nation" may be his weakest film since ‘The Newton Boys’…which was bothboth an artisticartistic and commercial failure.” ExcerptsExcerpts fromfrom ReviewsReviews

JoBlos Movie Emporium, May 2020 “I guess the film’s final freeze•frame shotshot was supposed to bebe an indictment of some of what is wrong with America, but thethe only thing that it made me feel was 1) “This is pretty pretentious” and 2) if you don’t like the country so much, why don’t you just stay in Mexico and if youyou don’t like howhow theythey produce meat over here, just don’t eat it, but don’t force your s*!t down my throat.” TCS Daily, May 1919 “Linklater's officialofficial selection offering, Fast Food Nation, based on the bestselling book byby Eric SchlosserSchlosser (who also co•wrote the screenplay),screenplay), fills the MooreMoore slot as thisthis year's ‘Americans are all fat and stupid andand theirtheir lifestylelifestyle isis ruiningruining thethe restrest oof the world’ entry.” New York Times, May 18, 2006 “…the most essential political film from an AmericanAmerican directordirector since Michael Moore's 'Fahrenheit 9/11'" U.S.U.S. ReleaseRelease

FullFull releaserelease stillstill slatedslated forfor FallFall ActorsActors maymay joinjoin inin publicitypublicity MovieMovie willwill increaseincrease focusfocus onon meatmeat packingpacking andand restaurantrestaurant industriesindustries MovieMovie producersproducers maymay rere••editedit inin wakewake ofof negativenegative reviewreview ‘‘IfIf UptonUpton SinclairSinclair WereWere AliveAlive Today…Today… .’ .’

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ThirdThird partyparty expertsexperts signedsigned onon toto offeroffer testimonials,testimonials, including:including: ––Dr.Dr. ElsaElsa MuranoMurano ••••Dr.Dr. MartinMartin WiedmannWiedmann ––Dr.Dr. TempleTemple GrandinGrandin ••••PaulaPaula White,White, OSHAOSHA ––Dr.Dr. GaryGary SmithSmith ••••Dr,Dr, StanStan CurtisCurtis ––JohnJohn HenshawHenshaw ••••Dr.Dr. JohnJohn SofosSofos ––Dr.Dr. MindyMindy BrashearsBrashears ••••RobertRobert Benson,Benson, EPAEPA UpcomingUpcoming CoalitionCoalition EffortsEfforts

AssessingAssessing threatthreat toto determinedetermine nextnext stepssteps DevelopingDeveloping strategicstrategic documentdocument FundraisingFundraising Strategy:Strategy: WellWell••ArmedArmed inin thethe TrenchesTrenches MonitorMonitor coveragecoverage RespondRespond inin kindkind Don’tDon’t callcall attentionattention byby creatingcreating conflictconflict HopeHope it’sit’s asas successfulsuccessful asas ABC’sABC’s BirdBird FluFlu movie...movie... …… but but don’tdon’t bankbank onon it.it. WhatWhat cancan youyou do?do?

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