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Unformatted text preview: r branded fast food. Elementary schools in Fort Collins, Colorado,
now serve food from Pizza Hut, McDonald’s, and Subway on special lunch days. “We try to be more like the fast food places where these kids
are hanging out,” a Colorado school administrator told the Denver Post. “We want kids to think school lunch is a cool thing, the cafeteria a
cool place, that we’re ‘with it,’ that we’re not institutional…”
The new corporate partnerships often put school officials in an awkward position. The Coca-Cola deal that DD Marketing negotiated for
Colorado Springs School District 11 was not as lucrative as it first seemed. The contract specified annual sales quotas. School District 11 was
obligated to sell at least seventy thousand cases of Coca-Cola products a year, within the first three years of the contract, or it would face
reduced payments by Coke. During the 1997–98 school year, the district’s elementary, middle, and high schools sold only twenty-one
thousand cases of Coca-Cola products. Cara DeGette, the news editor of the Colorado Spri...
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- Spring '08