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This is the movement for change which Alan Johnson announced in his Fabian 'progressive manifesto' lecture on obesity last summer, in response to the Foresight report on obesity.
One controversial issue is the role of food corporations. Richard Watts worries about the wrong signal being sent, but the Guardian reports the counter-view from Liam Donaldson that those companies who commit to being involved will face greater pressure and scrutiny if their products and actions seem to contradict this.
I have just signed up for an action pack, though what would be immediately useful would be advice on how to persuade a nearly three year old to eat anything at all.
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