Dairy checkoff GENYOUth ‘hero’ PepsiCo partners with Beyond Meat to market plant-based alternative protein snacks, drinks

Watch those FUTP60 breakfast carts! Packaged food, beverage giant and faux-meat maker join forces to market plant-based alternative protein snacks, drinks.

By Sherry Bunting, Farmshine, January 29, 2021

The business news stream was buzzing Tuesday (Jan. 26) as Beyond Meat stock value soared to 18-month highs after PepsiCo announced a joint venture with the fake meat maker to develop and sell plant-based protein snacks and beverages.

“Plant-based proteins are playing an increasingly vital role in modern diets — they’re nutrient-rich and far more sustainable than meat,” states the PepsiCo press release about the joint venture with Beyond Meat, being launched as “The PLANeT Partnership” and billed as being “better for the planet.”

The announcement was complete with ‘clever’ marketing hashtag — #ThePLANeTPartnership — but not much science, of course, nor substance.

“Climate action is core to our business as a global food and beverage leader,” said Chairman and CEO Ramon Laguarta said just one week earlier announcing Pepsico’s ‘bold’ new climate action plan.

Beyond Meat’s global chief commercial officer Ram Krishnan said the PepsiCo partnership “represents a new frontier in our efforts to build a more sustainable food system.”

During the World Economic Forum Davos Agenda 2021 livestream on Transformation of Food Systems and Land Use on the very next day (Wed., Jan. 27), PepsiCo’s Laguarta joined United Nations FAO director, deputy secretary general, special envoy for the food transition summit later this year, CEO of Rabobank and president of Costa Rica. The relationships between these types of partnerships are becoming clear.

Let’s review:

For 11 years, dairy farmers through the mandatory promotion checkoff founded and have predominantly funded GENYOUth, a ‘youth wellness’ non-profit with the dairy checkoff’s Fuel Up and NFL’s Play 60 combined as Fuel Up to Play 60. For nine of those 11 years, GENYOUth has partnered with PepsiCo, bringing this ‘fox’ into the FUTP60 schoolhouse — even awarding PepsiCo North America CEO Albert Carey the ‘hero’ Vanguard Award at the November 2018 GENYOUth Gala event in New York City. 

This, despite the fact that these two GENYOUth partners — the National Football League and its longtime beverage partner PepsiCo — contribute $1 million (or usually less) annually while dairy farmer-funded checkoff pays $4 million or more annually on the non-profit filing tax forms as Youth Improved Incorporated. DMI tax forms also show dairy checkoff payments to the NFL of $5 to $7 million annually as an independent contractor for ‘promotion services’. Amounts potentially paid in proprietary partnerships with PepsiCo are undisclosed.

GENYOUth was created while Tom Vilsack was Secretary of Agriculture during the Obama administration in 2008, with an MOU signed by USDA, NFL and National Dairy Council in 2009. (Mr. Vilsack is President Biden’s pick for Ag Secretary — again. In between his eight years as Ag Secretary under President Obama and the upcoming round-two as Ag Secretary, Vilsack was the top-paid executive hired by the dairy checkoff to head the U.S. Dairy Export Council and provide leadership for the Innovation Center for U.S. Dairy)

When former President Bill Clinton was invited to speak about Vilsack at the 2017 GENYOUth Gala — the year that Vilsack was presented with the Vanguard Award — Clinton, a vegan, talked about every entity in the “diverse partnership” that he was celebrating except for America’s dairy farmers.

In the 2017 Gala speech about award winner Vilsack, Clinton talked about how children receive 40 to 60% of their calories from drinks in school. He talked about turning the obesity epidemic around by everyone taking responsibility in that area of beverages. He talked about how Vilsack’s leadership with Michelle Obama, made beverages and snacks abide by the fat-free rules, including school vending machines. Clinton stated that Vilsack was “instrumental under the radar… working for a ‘healthier’ generation of kids before coming to USDA and before the launch of GENYOUth.”

Former President Clinton thanked former Secretary Vilsack at the 2017 GENYOUth Gala for being “the guy” to tackle the beverage issue in school lunches. The year GENYOUth was formed is the year Vilsack’s USDA outright banned whole milk from school property from midnight before the start of the school day until 30 minutes after the end of the school day. The “Smart Snacks” rules went into effect under Vilsack, requiring a la carte and vending machine beverages to meet the Dietary Guidelines fat criteria and be under 60 calories per serving. (Mr. Vilsack and others in charge are still waiting for that elusive ‘preponderance of evidence’)

What happened next? A proliferation of PepsiCo snack and beverage products made their way into schools through PepsiCo’s own school foodservice company – complete with “USDA-Smart-Snacks-compliant” lists of snacks and drinks, including Mountain Dew Kickstart, Gatorade Zero, a host of snack bars, Doritos, and more.

The very next year at the November 2018 GENYOUth Gala, PepsiCo was the Vanguard Award ‘hero’. NFL Commissioner Roger Goodell sang PepsiCo’s praises, of course, the NFL and PepsiCo have been partners for decades.

“I say to our farmers: They had a dream, and we have been blessed to be part of that dream. You gave us life. You believed in us. And can you believe we are standing here today on the cusp of the 10-year anniversary of FUTP60?” said GENYOUth CEO Alexis Glick just before extending “an extra special thank you to PepsiCo.”

Glick said of PepsiCo’s Carey: “The generosity of your vision, your resources, your team, time and talent have changed our organization.”

That’s a mouthful. 

PepsiCo’s Carey showed his appreciation by plugging the new Quaker “oat milk” they were launching that month. It fell flat in the market, but PepsiCo is at it again with this new joint venture with Beyond Meat to make fake meat snacks and fake milk beverages that are sure to find their way onto the USDA-controlled Smart Snacks menus and FUTP60 breakfast carts in schools — even as the nutritious, delicious whole milk children love is prohibited.

In accepting the GENYOUth Vanguard award in November 2018, PepsiCo’s Carey talked about their “long and wonderful partnership with the NFL” and the way their ads and retail programs boosted both of their brands. He talked about how Play 60 was the NFL program they “most admired and wanted to be part of.” He was careful to leave out the “Fuel Up” part when mentioning the program because that is supposed to belong to the dairy checkoff.

He went on to talk about how PepsiCo “wanted to be part of the Play 60 program because of the importance of kids being active. But we also believe at PepsiCo that we need to provide healthy products for our consumers,” said Carey. “Some of you may be familiar with our mission ‘performance with purpose.’”

He described the mission as “getting great business performance while also serving others… on the part of the environment… or many other ways, but this one particular way is about providing healthier foods for our consumers.”

GENYOUth Gala, New York City, November 27, 2018: Commissioner of the National Football League, Roger Goodell, presents the Vanguard Award to Al Carey, CEO, PepsiCo North America, accepting on behalf of PepsiCo. (GENYOUth Now photo)

Carey took his time at the GENYOUth Gala podium, ‘hero’ Vanguard Award in hand, to tout PepsiCo’s “healthy beverages, including zero sugar soda, Life Water, Bubbly Sparkling Water, Gatorade Zero, Quaker oat milk.” (Yes, the now off-market Quaker oat beverage never put ‘milk’ on the label, but Carey called it ‘oat milk’ in his speech during the GENYOUth Gala as dairy-farmer-checkoff-paid employees of GENYOUth, DMI, NDC, etc. smiled and clapped with partnership euphoria).

Carey went on to tell the November 2018 GENYOUth VIP Gala audience that, “Oat milk, Bare Snacks and probiotic drinks are part of PepsiCo converting its portfolio to healthier foods for the future.”

A December 2018 Farmshine article about the Gala event quoted from the PepsiCo website, where the company touted its purpose-driven mission “to further the World Health Organization goals of alternative products to reduce saturated fat consumption and reduce greenhouse gas emissions, thereby improving global environmental and nutritional sustainability.”

What did PepsiCo do to earn the Vanguard Award from GENYOUth in 2018? PepsiCo committed $1 million that year to fund translation of the Play 60 materials in Spanish and to purchase some additional mobile breakfast carts. While it’s true those school breakfast carts carry fat-free and low-fat 1% milk, non-fat yogurt and non-fat or low-fat cheese, they are also well-stocked with PepsiCo snack bars and beverages.

After this week’s headline-making announcement of the PepsiCo – Beyond Meat joint venture to make alternative plant-based protein snacks and beverages, we see what might be appearing on those breakfast carts and USDA-compliant lunches in the not-so-distant future.

Again, as oft-repeated in this nutrition and promotion saga, the USDA / HHS Dietary Guidelines are the framework that allows less healthful foods to appear more healthful simply because they are devoid of saturated fat and contain artificial sweeteners. 

The government-mandated dairy checkoff deduction from milk checks pays for government speech, which means promoting fat-free and low-fat dairy and funneling ‘change-agent’ ‘sustainability’ curriculum into FUTP60 offerings. The NFL gets logo-emblazoned flag football kits into schools to promote their brand through exercise. Corporate partners like PepsiCo develop entire meal, snack and beverage lists with their products touted as “USDA Smart Snack compliant”.

Meanwhile, dairy farmers foot the main bill for the vehicle and watch as fluid milk consumption declines took a steeper nosedive since 2008, and as a whole generation has been turned away from milk until the recent resurgence of grassroots whole milk promotion. Farmers foot the bill for the vehicle and watch as obesity and diabetes rates rise among children and teens, especially low-income communities most reliant on government feeding programs. They foot the bill and watch as schoolchildren discard large volumes of packaged skim milk only to buy those other beverages, many of them made by PepsiCo.

All because dairy promotion and school offerings are strapped to Dietary Guidelines developed by the federal government that even in this recent 2020-25 round ignore more than a decade of scientific research on dietary fats as well as ignoring the investigative reports that have uncovered the flaws in the original science at the very core of 40-years of failed dietary policy.

You can’t make this stuff up. 

However, it’s not all that surprising when we see what is going on in this week’s ‘virtual’ World Economic Forum ‘Great Rest’ Davos Agenda. More than 60 global food, technology, energy, pharmaceutical, and financial companies made headlines also on Tuesday. They signed an agreement to adopt Environmental Social and Corporate Governance (ESGs), including the United Nations Sustainable Development Goals (SDGs) centering on Net Zero by 2050, including goals to “reserve” and control 50% of the earth’s land surface by 2050.

It is increasingly obvious that the Dietary Guidelines adopted by the U.S. and other countries around the world have little to do with human health but are a framework for using ‘nutrition’ to implement a ‘sustainability’ agenda seeking to dilute and replace animal agriculture while increasing global corporate control of food, and more. 

There’s a connection to China in these convergences of factors, which is also coming to light. Figuring prominently in the WEF Great Reset Davos Agenda this week is China, as evidenced by Xi Jinping, president of the People’s Republic of China being chosen to give the opening Davos address Monday (see related story).

According to the May 20, 2020 edition of Newsweek, Beyond Meat signed a significant deal with Shuangta Foods in China’s Shandong province to provide 85% of the concentrated pea protein for its fake meat products.

Over the past decade, China has built an empire of soy- and pea- protein manufacturing. According to the Good Food Institute — the trade organization representing plant-based and cell cultured meat and milk replacements — China is a “dominant supplier” of soy and pea protein to the world and keeps expanding pea protein concentrate and isolate processing capacity, having already been at 79% of global soy protein isolate production by 2016.

This is a familiar path in the way China dominated and took over the global apple juice market two decades ago, making apple concentrate powder that is reconstituted here to bottle most commercial brands of apple juice sold in the U.S. (a major shelf-stable beverage option already offered at schools and other foodservice settings).

PepsiCo has a 40-year history of building up its presence in China, spending billions in the past decade to build up its beverage processing infrastructure. In February 2020, PepsiCo purchased Be & Cheery, maker of nut, fruit and meat snacks in China. At the same time, PepsiCo announced plans to grow online snacks sales.

Thinking back to the 2007 melamine catastrophe in China involving the addition of melamine to boost protein levels ‘on paper’ for China-produced milk powder that was destined for infant formula production, as well as the periodic recalls of pet foods for melamine levels as many of the concentrated proteins in pet foods are also made in China… 

One has to wonder about the future of food. 


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