ABA’s Kevin Keene Discusses Industry Collaboration with the White House
Earlier this week in Washington, Kevin Keene, the president and CEO of the American Beverage Association (ABA), engaged in a conversation with Alex Marlowe from Breitbart News during a livestream event focused on health and economic matters.
When Marlowe inquired if the ABA was working in partnership with the White House, which has shown a strong commitment to the Making America Healthier (MAHA) initiative, Keene confirmed this, referencing the ABA’s “What You Need to Know” initiative. He had shared details with Susie Wiles’ team prior to its unveiling.
Keene also mentioned showing the team the initiative’s website, GoodtoKnowFacts.org, which outlines over 140 beverage ingredients, offering insights into their uses and regulations. This effort aligns with goals from Secretary of Health and Human Services, Robert F. Kennedy, Jr.
“We engaged with the White House on ‘Good to Know’ early on and maintained our communication,” Keene explained. “Once the team was ready for the launch, we showcased the final version, and their feedback was very positive.”
He recounted a brief meeting with Secretary Kennedy where the latter expressed gratitude after viewing the website. “There seems to be an acknowledgment that we’re addressing their concerns, actively responding, and we intend to continue doing so,” Keene noted. He emphasized the importance of being attentive to the president’s inquiries, which he found valid and important.
Keene stressed that empowering consumers is central to the ABA’s mission. “It’s essential to really listen to our consumers, offering them genuine choice, better information, and ultimately empowering them,” he remarked. “That’s how we empower consumers: through choice and information.”
He highlighted ongoing innovations in the private sector, mentioning how beverage companies are responding to consumer demands for lower sugar options. “They are crafting flavors that resonate well while also cutting down on sugar,” he shared enthusiastically. “I’ve been fortunate to see their innovations firsthand; they’re great scientists and innovators.”
Keene pointed out numerous low-carb and no-carb products launched in the past year by ABA-affiliated companies. Marlowe also brought attention to low-calorie options, like diet drinks and prebiotic sodas, including Pepsi’s new acquisition, Poppi.
“This year alone, we’ve introduced at least 15 new zero or low-sugar products,” Keene stated. “Pepsi has acquired Poppi and, similar to Coca-Cola, is also working on its own prebiotic drinks, set to hit the market soon.”
He went on to mention innovations like Gatorade’s new line of water products, reflecting a shift towards healthier options in response to consumer preferences. “Everyone desires choices,” he remarked. “There are favorites for sure, but sometimes, you want something new. It’s crucial we offer meaningful options.”
Marlowe expressed his support for the MAHA initiative but voiced concerns regarding potential infringements on personal freedoms in the quest for better health. “How can we promote health and also uphold individual choices?” he asked.
Keene responded with a belief that both could coexist. “Our industry exemplifies that balance,” he said. “We are actively pursuing free-market solutions to health issues like obesity. It’s only a fraction of one’s diet, and while we do have a role, it’s not about taking away consumer choice.”
“It’s the American way to ensure choices remain in consumers’ hands,” he continued. As lawmakers navigate these discussions, he cautioned against losing sight of fundamental free-market principles, stressing the importance of letting the private sector take charge. “This industry can indeed align with the MAHA goals, using a collaboration that rallies around action rather than mere words.”
At the heart of it all, he concluded, is action, emphasizing the ABA’s commitment to being proactive in addressing health concerns. “We are an industry that prioritizes action.”
