Case Study: Beverage Trade Organization Brings in Big Partners, Rallies Soft Drink Rivals in Sweeping School Drink Effort

Organization: American Beverage Association Timeframe: May 2006 – March 2010 Former President Bill Clinton, flanked by American Heart Association president Dr. Clyde Yancy and ABA CEO Susan Neely, delivers the results of the School Beverage Guidelines initiative in March 2010. Photo courtesy of American Beverage Association On March 8, 2010, the American Beverage Association (ABA), a Washington D.C.-based organization that represents hundreds of beverage producers, distributors, franchise companies and support industries, announced that it had accomplished quite a feat: from 2004 to 2010, the industry had decreased total calories contained in all beverages shipped to U.

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