McDonald’s Declines to Retire Iconic Clown
McDonald’s Corp. investors have reportedly rejected a shareholder proposal
that asked the company to prepare a report assessing the role of fast food
in “childhood obesity, diet-related diseases and other impacts on children’s
health.” Led by the Sisters of St. Francis of Philadelphia, which apparently
owns $2,000 in company stock, the proposal coordinated with an open
letter campaign launched by Corporate Accountability International (CAI)
that asked McDonald’s CEO Jim Skinner to retire “marketing promotions
for food high in salt, fat, sugar, and calories to children, whatever form they
take—from Ronald McDonald to toy giveaways.” The letter apparently ran in
several media outlets, including the Chicago Sun-Times, New York Metro and
San Francisco Examiner, and garnered signatures from more than 550 health
professionals and organizations.
At the May 19, 2011, shareholder meeting, however, the company recommended a “no” vote on the proposal, and Skinner evidently defended the iconic clown as an “ambassador for good” and the face of the Ronald McDonald House. “He does not advertise unhealthy food to children,” Skinner was quoted as saying. “McDonald’s does not advertise unhealthy food choices to children. It is up to them to choose and their parents to choose. And it’s their responsibility to do so. Ronald McDonald is going nowhere.” See Advertising Age, May 17, 2011; The Wall Street Journal, May 18, 2011; Reuters and Syracuse.com, May 19, 2011; QSR Web.com, May 20, 2011.
