“SERVE FOOD THAT KIDS WILL HAVE FUN WITH, NOT GET FAT WITH.” That was the message from Michael Marks, Your Produce Man, to restaurants from around the country as they gathered for a Kids Marketing Conference in Orlando, Florida. The conference was sponsored by Restaurant Hospitality magazine.

Restaurant owners and managers gathered to hear the latest techniques in marketing to kids. They heard from many high-powered executives in the foodservice industry, including Andrew Freeman of the Kimpton Hotels and Restaurants; Steve Jayson, executive chef for Universal Worldwide, which includes all of Universal themepark restaurants in Orlando; and Jasper White, chef/owner of the Boston landmark Jasper’s Restaurant.

Your Produce Man speaking at the Kid’s Marketing Conference.

“A strange thing happened on our way to the health food store and the gym,” Your Produce Man said, “our kids got fat. The most recent studies show that almost 1 in 5 children are overweight or obese. That number has doubled in just the past decade.”

Your Produce Man linked the growing obesity problem to several issues. Kids aren’t exercising. Kids are eating more fat and sugar. Kids aren’t eating enough fruits and vegetables. “Families are eating out more,” Marks told the crowd. “I’m not blaming the restaurant industry for our obese kids. The blame lays at the feet of parents and grandparents. However, you restaurants have a huge role in turning this around, making food fun and healthy, and thereby helping to make our kids healthier.”

“You can do better. If you don’t… you will be forced to.”

“You look at some kid’s menus at restaurants today, and you see nothing but fat. You can do better,” Marks said. “You have got to do better. If you don’t, then you better plan on major remoldling in the next 20 years, or maybe plan on going out of business. If we continue this obese trend, then you will have to change all of your seating. These obese kids become obese adults, and they won’t be able to fit into your booths. Or even worse, these obese kids become obese adults, and they will be spending so much money on health care, they won’t have money to eat out any more. If you don’t do better, then I can guarantee you that the public health officials will do with the obesity issue just as they have done with the seatbelt and smoking issues. You will be forced to provide healthier food to our children. Those of you who take the lead, will reap the rewards of much greater profits, grateful parents, and a healthier America.”

Your Produce Man challenged restaurants to take the risk, take the lead in serving more fruits and vegetables to kids. “If nothing else,” he said, “then simply suggest to parents that they can substitute fruit or vegetables for the french fries. Don’t wait for the parent to ask. Don’t just approve a substitution request, offer it first.”

“Make food fun. Make food an adventure.”

Your Produce Man suggested some specific ways restaurants can get kids to eat more fruits and vegetables. “Make your food fun,” Marks suggested. “The more fun your food is, the more likely kids will eat it. Provide a fresh cut vegetable platter, then let the kids make something with the veggies. With all the different shapes and colors, kid’s imaginations will make a flower, a pirate, a dinosaur. Then they get to eat their creation.”

“Make food interactive,” Marks said. “Kids love Lunchables because kids can make their own food. Send out the ingredients for a healthy pizza. Let the kids build it. Then you bake it. Send out some baby carrots and celery sticks. Let the kids make their own dip or dressing. Send out the ingredients for healthy pinwheels. Let the kids build it themselves. Make food an adventure.”

“When it comes to this obesity issue with kids, to get kids to eat their fruits and vegetables, BRIBE them!”

“ And when it comes to this obesity issue with kids,” Marks said, “go ahead and bribe the kids to eat their fruits and vegetables. Develop a 5-A-Day club at your restaurant. Everytime a child orders fruits and vegetables, punch their club card. After five times, then give the child some free tickets to something that takes exercicse, like a roller skating rink or an ice skating rink, or miniature golf. Tie together eating healthy and exercise.”

“ I am aware that some of these things may cost,” Marks said. “I am full aware of the total tab. It will cost more. But our kids are worth it. Don’t you think? One final thought. Last year, Americans spent $750 billion on health care costs related to chronic diseases such as heart diseast, arthritis, high blood pressure, diabetes. All directly related to being overweight or obese. I have a question for you. Would you like a big piece of that $750 billion dollars? If so, then serve more fruits and vegetables to our kids. If you don’t, then that money will just keep going to the health care industry. It’s your choice.”