SANTA CRUZ/BERKELEY, Calif., November 20, 2024 — Northern California has marked two big wins for public health policy. Both Berkeley and Santa Cruz passed Measure Z, placing a tax on sugary drinks. While the City of Berkeley renewed their existing tax, the City of Santa Cruz passed a new tax that could chart a path forward for new sugary drink taxes throughout the state. The victory was especially sweet in Santa Cruz, where we triumphed in a true David vs. Goliath battle, outspent by the opposition 10-1.
When residents voted yes for Measure Z, they voted not only in favor of a proven public health intervention, but they also sent a message that the voting public sees the benefits that sugary drink taxes have brought to other California cities, both through people consuming fewer sugary drinks and through investments of revenues back into their communities.
“Our wins in Berkeley and Santa Cruz encourage us to keep going because every community deserves to be healthy,” said John Maa, MD, member of the Board of Directors for the American Heart Association, San Francisco Bay Area. “Over my career as a surgeon, I have seen firsthand how sugary drinks can increase the risk of heart disease and high blood pressure. These measures are particularly critical for families with low incomes and communities of color who would experience the largest gain in health and greatest reduction in health care costs if sugary drink taxes were implemented in their cities,” said Maa.
“The American Heart Association knows that consuming sugary drinks can set up a child for a lifetime of health challenges that include type 2 diabetes, tooth decay and heart disease in both children and adults,” said Kathy Rogers, Executive Vice President, American Heart Association Western States Region. “We are gratified to continue our support of policies that mitigate the harmful effects of sugary drinks on the health of children and adults.”
Background
In 2014, the city of Berkeley became the first municipality in the nation to pass and implement a sugary drinks tax, followed quickly by San Francisco, Oakland and Albany. Research looking at the last decade of Berkeley’s sugary drink tax shows the tax is working: Consumption of sugary drinks dropped by 52% and water increased by 29% among Berkeley residents in diverse neighborhoods with a large proportion of Black and Latino residents. In addition, 16 hydration stations have been installed and $5.7 million has been invested into 18 community gardens at Berkeley Unified School District sites. Funding has also supported vital public health and sustainability programs through organizations like Lifelong Medical Care, Healthy Black Families, The Multicultural Institute, YMCA of the East Bay Early Childhood Impact and The Ecology Center.
Since 2014, the beverage industry has spent heavily not only to counteract attempts by voters and community leaders to consider new taxes at the local level but also to block communities from exercising their right to vote on these measures at all.
These corporate-backed efforts peaked in 2018 when beverage industry lobbyists threatened to push a state ballot initiative that would have limited future taxes to fund essential services like firefighting, schools and libraries for California cities. They then told lawmakers they would take the initiative off the ballot if the legislature capitulated to their demands for a 12-year statewide ban on local sugary drink taxes.
Also in 2018, Santa Cruz had already voted to put this same tax on distributors of sugary drinks on the ballot. The city was thwarted by the new law, and voters never got a chance to weigh in. In 2023, advocacy by Santa Cruz locals and public health nonprofits led to a California appeals court ruling that struck down part of the 2018 statewide sugary drink tax ban as a violation of the California constitution.
On Tuesday, when Santa Cruz residents voted yes for Measure Z, they voted not only for a proven public health intervention that will generate revenue for community investments but also to stop the beverage industry from using its deep pockets to influence election outcomes. The vote also restored the rights of all Californians to have policy debates and votes where they belong: in their own communities, as guaranteed by the California constitution, not behind closed doors in Sacramento.
Sugary drinks are the largest source of added sugar in the American diet. The American Heart Association recommends no more than six teaspoons of added sugar per day for women and nine teaspoons for men. One 12-ounce can of sugared soda contains about 10 teaspoons.
As just one item in our policy portfolio, a sugary drinks tax is an effective means to combat chronic diseases such as heart disease, stroke, tooth decay and type 2 diabetes. The American Heart Association Western States Region is still proud to have endorsed and helped lead these efforts.
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About the American Heart Association
The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for a century. During 2024 - our Centennial year - we celebrate our rich 100-year history and accomplishments. As we forge ahead into our second century of bold discovery and impact, our vision is to advance health and hope for everyone, everywhere. Connect with us on heart.org, Facebook, X or by calling 1-800-AHA-USA1.
For Media Inquiries:
Nerissa Itchon, Senior Marketing Communications Director, SF Bay Area
For Public Inquiries: 1-800-AHA-USA1 (242-8721)
heart.org and stroke.org
