Big Sugar is the New Big Tobacco, and I'm Facing the Industry Head-On


December 18, 2017

Entrepreneurship is not for the faint of heart – especially not those in the beverage industry. Current statistics place success in the non-alcoholic beverage industry at approximately three percent. Success is quantified by what is called "proof of concept," which translates to approximately $10 million in annual revenue. Why in the world would anyone want to enter the beverage world?

My initial interest in (and concern about) the beverage industry began while working as an educator on the Jicarilla Apache Reservation. It didn't take long to witness the impact of excessive sugar on children on Native American Reservations. The prevalence of childhood obesity and diabetes on the reservation is titanic. And as I continued my teaching career in the Watts District of South Central Los Angeles, I witnessed the same problems.


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