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BRANDED: CORPORATIONS AND OUR SCHOOLS

The following excerpt, from a letter to principals of School District 11 in Colorado Springs, Colorado, from John Bushey, the district's director of "school leadership," demonstrates one effect of corporate influence in our schools. One year into an $8 million exclusive vending contract with Coca-Cola Corp., Bushey wrote:

Dear Principal: Here we are in year two of the great Coke contract.we must sell 70,000 cases of the product.. Here is how we can do it: Allow students to purchase and consume vended products throughout the day. If sodas are not allowed in classes, consider allowing the juices, teas and waters.

John Sheehan, vice president of the Douglas County, Colorado, school board, was the sole dissenter to a 10-year, $27.7 million deal struck between a three-school district consortium and Coca-Cola.

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Are corporations, with priorities of profit and shareholder return, proper partners for public education?

How Marketers Target Kids

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