tv Doc Film - The Business of Poverty Deutsche Welle September 4, 2018 9:15pm-10:01pm CEST
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the markets of industrialized nations in europe and north america saturated so multinational food companies have set the sights on the developing world aggressively expanding their presence in countries like kenya. they found a vehicle of growth in small packages of western style processed food conglomerates promise healthy high quality food for all but the products a high calorie nutrient poor foods stuffed with salt sugar and flavor and concerts in brazil the result is plain to see lifestyle diseases are undermining the society already burdened by poverty and among your traditional. who have it and then it's over basically have had been any guff diabetes and more and more clear that these it can then mix which has a huge consequences for the country it's very clear that is good coding crazy girls. some of these products.
sell power not in america's economic powerhouse many lower middle class families get by on less than two hundred euros a month still they are a key target for nestle the world's biggest packaged food come drama because they view convenience foods a steak to school as the company has devised the perfect strategy to extend its reach nestlé octavio say nestle comes to you at. thirty seven year old patricia is one of eight thousand nestle vendors. plan this is it that i was desperate so i approached and then she said it wasn't a problem that i can work three times a week or every day whatever suited me i was unemployed sell i caught.
in brazil door to door vendors have long been a fixture of rural areas or remote urban neighborhoods but it's hard to reach supermarkets on fort. leslie's best selling items on dairy products like ya get some desserts most with the high sugar content local distributors deliver the goods they're the link between the company and vendors like patricia. kelly wallace she goes out every day she's a very good salesman and works really hard i take my hat off she's not lazy she's always out rain or shine. petrie's he has no choice but to work all the time the business risk is all hers nestlé is guaranteed it's profit but we see is self employed and each month has to buy a specific. amount of stock from the middle man regardless of whether she can sell
it or not patrice his daughter jessica helps out a. bit to this yet knows her target group that her friends and neighbors. believe the door to door sales system is good for people who have no money because they can have a tab with us. the cia has to allow customers of two full weeks to settle the bill. and make. them with the latest products that she delivers to the doorsteps of cell palos working class for the swiss food giant. these guys must work in a sewing shook. their head like that so now you say you. the women have known each other for a long time that makes it hard to say no. ok
i think maybe. when wooing the poor social pressure is a key ingredient in nestle's recipe for success it's also why multinationals along scene brazil is the perfect testing ground for new products the country has a large population and a large consumer market even the poor here are better off than in other developing countries with the capital and disposable income of up to one hundred euros a month. brazil has a population of two hundred million around forty two million of poor in recent years increasing numbers of crime to the lowest rung of the middle class but this group has health problems rates of obesity and diabetes are rapidly increasing. congressman taro is a professor of nutrition and public health and. the university of some polo and
a leading advisor to the world health organization his research is documented in nutritional transition in brazil. but the problem is that the products what we call out of process products they are. increasingly being consumed by brazilians so then in the last twenty years the proportion of calories that come from these products they double. so then what we project is that if they don't do anything in the few years. the situation will be much worse in terms of the diet. brazil's poor are increasingly susceptible to obesity and diabetes the government is trying to counter the trend by getting people to improve their diet this health center in a favela on the outskirts of sound paulo is involved in that effort. eileen brown
dow trained as a nutritionist but a small team covers a neighborhood of thirty thousand residents that she uses a playful approach to inform the women here many have almost no formal education and have acquired most of what they know from television and advertising bless them as well as in but is a. multinational corporations have aggressive marketing strategies to advertise industrial food products made to sound out his name that's because they promote it as healthy food that has always been a supermarket stock these huge selections of dairy products such as yogurt that are all marketed as healthy things and the people i seduced into buying them as if you could buy health. regular how schools are another important part of eileen's strategy to jack what the people
actually implementing the things they learned of the health sector. is that we want to make it easier for people to buy natural food then processed food that's our biggest problem as well and the mothers here often have jobs and have little time that's why they often use pre-prepared foods that's what's on the menu. in the middle of that. blanky money had a serious family she works as a cleaner her husband is in early retirement centers they have very little money they keep their food costs low and buy cheap processed foods gloria's not the only one overweight so too are her daughter but her granddaughter the family substitutes and tire meals with sweets and snacks. for eileen has been visiting the family for
a few months now she tries to raise their awareness on the importance of nutrition drowns into the cupboard shows she still got a long way to go. these are all products with a high sugar content. people have adopted these food habits and replaced meals and these products aren't just unhealthy they're also comparatively expensive. even though the ingredients are cheap for the manufacturers sugar salt fat and carbohydrates but consumers can't get enough of these products out there yet how often did i go to the supermarket and see so much i couldn't buy i used to wish i'd be able to afford it one day see it or see it satisfying to be in a position to offer my family food like this. for villa where maria de silva lives is remote shops are scarce
a look around the only nearby stall reveals the dietary restraints locals face. they we see lots of industrial food products here it's difficult for the local population to get fresh produce because almost everything here is processed food or snack items only the eggs and fresh because these foods are and let it lead cheaper people eat these things. once or twice a day or more they seem cheaper because they only cost fifty cents but at the end of the month people complain because there's no money left to buy healthy food these. with around a thousand products of this type nurse plays the market leader in brazil the growth of these products is much higher among the low income people so our that's a high income people here. have more consumption that is still increasing but in
there really we see much more increase among the low income families and of course . when you see the market of these products and the low income people is a very very special part of. the kenyan capital nairobi although it's a developing country kenya is one of the funds just growing economies in africa with the steadily growing middle class it's an appealing market for multinationals which here to have more sides of the poor as a target group. kenya has a population of around forty five million nineteen million a poor almost cons the population lives on less than two euros a day. is a nairobi slum that sermon to an estimated five hundred thousand people living in the close quarters for food companies it's a target group with potential the middle lack of storage and refrigeration space
locals buy small quantities up to three times a day like sell a steam who lives in a simple shack with a four children. we used to eat roots and millet par age for breakfast but then margarine and toast came along it tastes sweeter and is easier to eat only. celestin works as a day laborer she's going out to get breakfast if she has enough money. she'll buy food for lunch too she can't afford to stock up the shop is more like a kiosk and functions as both the store and home for its own account will in. countless tiny packets of products hang from the ceiling for monitoring to washing powder and spice mixes here to only the eggs of fresh almost all the products on sale a manufactured by unilever and cost only a few cents. the most popular song.
and you then they must appeal. because many people in this area again just to laugh or lose the base saw and be used very cool flavors sniffly of us to give this week a test yeah. silverstein can spend around a euro a day on food. she buys the popular stock cubes and the spice makes by the uni leave a brand royko the industrial braddon brand of margarine called blueberry and come in small packages. but. that much of that. i don't like you look at some of them i knew these are my favorite products i can buy them in small packages i couldn't afford bigger ones. siller
steen comes from the rural west of kenya when her husband died she moved to the capital to offer the children the chance of a better life now i'm forty three she works as a street vendor she earns four to five euros a day at best and the best and her little life is really changed here in recent years. we used to eat potatoes and other healthy things. but this city is so expensive we live in a slum we can't afford anything fresh in and i doubt. that's why we eat royko and other products like that was him and the small packets cost between eight and forty cents that me with them and anything more expensive is a luxury. movie mogul. bluebirds much arena was developed especially for the african market it doesn't
require refrigeration since she moved to the slum celestin has replaced much of a family's traditional diet with processed food poverty is just one recent. focus of i'm good to be honest even if i lived in a better neighborhood i'd still eat bread and blue band margarine i just buy a bigger package that we've really got used to this product but i bet if i bought traditional food such as maison beans. still season them up right we couldn't go without these products and he never had them all the money lending the money. most of kibera was poor residents feel the same that's hof a million people standing up to one euro every day. it would be cool to is a nutritionist he accuses multinational corporations of appropriating longer stablish trade methods. the buying power i support of
a bill that came up in kenya something called the don't know economy they got a good economy so if that's something like a small park which it's like. everything that was was down there they did produce them in smart box thought that the poor can afford the money they are but it. is what they buy this more things with. it's very evident what people buying hearing he better the area is littered with countless small empty plastic such shapes. beside pollution there's another downside to the small packaging business model. to buy stuff in small pockets one of them is eventually being to be more expensive for them so it's actually it's more expensive to beef and to live in the slums and then to buy in this smart market is small markets. you don't want the. small packets are available in industrialized countries too and here too there
comparatively expensive it's just that the people in these countries usually have a choice to peeping kibera don't live with the standard the deft way multinational corporations target the poorest consumers we meet former members of a campaign that unilever rolled out a year before in kenya and slums. these women would destined to become door to door vendors they were told. they could earn money to feed their families. he was here and was wanting charge of such campaigns he says their real benefit to unilever is the access they give to the poorest of consumers. they can't afford a television to see an idea but they can't afford that radio to listen to an advice they can't afford even fifty shillings to buy a newspaper or to read a lot of act of give up part act so that's why they chose to use women because it's
believed that women in most. who uses you need before. the twenty women here all trained to become vendors but they never got to drop and a deeply disappointed. one where you can produce these marketing the test that but they never they they haven't come back so we don't know what they're planning to do it did that assert the we take them through the course how to use the product of in the liver but they did not come back to say the way forward and so i think from to do that when to do it when they watch these they will start thinking back and come to. the training sessions teach women how to use unilever products so that those vendors they in turn can teach other women for a job like this is often the only chance an educated unemployed women get to earn some money. what is there for an ending oh. the women learn sales
pitches the tale of two customers in the slums. anyway. if you do so because we have heard that. you need such as they want to talk to you about healthy eating let's look at some unilever products. the women learn that blue band monitoring isn't just popular it's also healthy because it has been for. forty five with five different vitamins i mean to eat i mean be me be timing to be anathema be timing be that indeed. they also learned that they can use blue band manager in to prepare food for children it's that healthy mixed up the advantages of royko scott kept. like right now you've played better hope you don't have no after medical. record
when you cook for your family royko will help you give your meal a rich flavor that day you start using royko will be the day your husband will come home on time he won't cheat on your come straight home. to get it. finally as a recommendation to replace fresh foods such as vegetables with royko to save money for the women here it's a plausible argument no no no three right a stock you said three cents each cost two nine cents but when you go to the market to buy tomatoes and onions you pay forty five cents similarly not so you save thirty six cents with reichl we can use that money to buy something else and. these sums are all very small but it's still a worthwhile business for unilever. unilever
portrays itself as a leader in efforts to empower women in poor regions maybe that's why for four consecutive years the company was voted kenya's top employee. unilever to respond to the course participants accusations and for an interview. when it's corporate social responsibility and marketing strategist. but we would turn down with this explanation. unfortunately we are not in a position to punch take in this exercise due to potential commercial sensitive it is that maybe involved. women in kenya in the slums dream of having a job like thirty seven year old patrice here who goes door to door for nestle in sound paulo but the job comes with financial risks she has to give customers
a full month to pay for their purchases. of me and i daresay you know sometimes people don't want to pay but i have to pay the nestle distributor on the fifteenth and the third leg of the month and if others don't pay it comes out of my own pocket. to know that that. if she sells a lot the trays here can earn up to three hundred euros a month that's hardly more than the legal minimum wage in brazil. under this business model best selling deborah products and dessert so organized in kits depending on size and contents the kit cost between four and two zero bureaus it's good for everyone the vendor sells more but customers pay less as a bonus the regular treats for children let him have something so he grows up to begin strong parking. deck i always thought. that if somebody
made the night. today's children's day a public holiday in brazil most families don't out sweets and have a nice me. maria de silva is families no exception this is one occasion on which this poor family goes grocery shopping at the big supermarket. for many years maria has put i'm healthy food on the family table she's slowly trying to change the eating habits but it's not easy. we'll look into this thing i've developed an awareness now but you try telling your children they're not allowed to eat sweets anymore he's said let them don't drink cola don't eat bread with margarine though that's all we can afford not . to that's why we buy processed foods and because it's cheaper and better now.
it's a market with huge potential in europe on the other hand growth a stagnated for years. industrially processed food accounts for around sixty percent of food consumed in western europe and north america and brazil and figures only twenty five percent but it's rising that's eliseo is fifty six maria is forty nine there are untrained as clean as they've managed to improve their family situation a little public area. that i feel very well at all the children are allowed to tuck in and enjoy the sweets but to get there as a local treat the chocolate prelim made of manager rain sweetened milk cocoa powder and chocolate sprinkles many of stresses that today's an exception but the family
is finding it impossible to wean itself of cheap processed food. my said when the children see these foods in ads they want to eat them we end up buying the cookies with the filling but it was basically children want all of these things including all the sweet milk products are made because we know it's unhealthy but we are swayed by the advertising that the consumer protection organization idec tries to counter advertising to adverse impact on a powder bottle lots of blames the economic power enjoyed by food from grammarians brazil has strict consumer protection laws but companies circumvent them in advertising for example for the poor people this kind of for all those are linked to two thirds social level that they are willing to being unwilling to be a part of it so when you can buy just kind of products it means that you are part of the school. today nutritionist arlene brown dao is out with
a group of women from the full data at the market she's teaching them to compare prices for vegetables and processed foods she uses the nutritional guidelines published by the brazilian health ministry as a teaching tool that not all nutritionist received the book but we only got a few minutes seen if i only had to because i took part in advance training more charges you can download the book on line too but poor people don't have access to the internet and it is out already is because again this is a one third of that the guidelines do international attention but the target group it was designed for hardly heard about it eileen wants the women to recall the traditional recipes they grew up with but. i think if you we want to get these women to return to traditional ways of cooking can give them a new perspective on what we eat every day they are responsible for the dietary habits of the people around them they have a big influence on their families the women up fool they often have no education
drugs and crime. i'm compound the problems faced by many families a healthy diet is not a priority. they are standing at this fruit stall and they believe that one euro thirty three pieces of fruit is too expensive because they can get an entire packet of cookies for thirty cents and then they think it's more cost effective to buy the cookies. the companies appear to grasp that the products that are doing are contributing to a social problem. in the country of two hundred million forty million brazilians are overweight fourteen million are diagnosed with type two diabetes this trade has initiated its own health program in schools in brazil it's overseen by the nestlé foundation the nutria program is designed to
teach school children how to eat a healthy diet the teaching materials a colorful and unbiased with the company logo. their relation of the brand in their materials in this course is a mallu for the kompany you know one thing is more respect for their i think they can this feeling is more. just for. they who have remission there they are contributing to solve the problem this year their program was recognized as a public policy in them with a simple plan of food in addition security if there is one. for the next four years nestle will be integrated into sound paolo's public education policy with this one thousand three hundred and seventy five state schools the program is listed as a privately funded. but why is the city of sound paolo cooperating on
child nutrition with a company that according to experts is held. to compound the health problems in brazil. we've been invited to a school taking part in the nutria program most of the eight hundred children between the ages of six and fourteen come from nearby for bayless the principle behind a new trail sounds good the dame's to familiarize children with unprocessed foods but help them develop an awareness for healthy food. to mislay foundation funds information events and organizes a healthy eating competition. a representative of sao paulo state school board has come to meet us. the foundation came to us offering the program. so we took six months studying the implications of the program especially because the name of nestle was it was behind the foundation so we took we took this
very seriously you know. the principal has signed up a school for the nutria program for the second time schools compete against each other teachers and students have to solve questions about healthy eating. i can explain the numbers here to see five schools seven heard of in three teachers one hundred eighty five thousand. kids there are the numbers you know i read numbers. there's a fourteen hundred euro prize for the school that wins the competition. last year this school came third generating a lot of praise for the school board and the headmistress. now but. and indeed their foundation when this in effect
foundation a sefl nation and we are not the working week the comair shell pac and they are not allowing us to use it in this clip of that. and in fact there are no nestlé products in the school canteen the clean image of healthy food is undoubtedly more effective advertising it's clear the children here need help. headmistress tells us that school lunch is the only proper meal of the day for many. families this boy tells us he doesn't get food like this and old he's never eaten fruit salad anywhere else but on the fruit that. a spoon and don's program is also part of the project the parents from the surrounding for venice are happy that the school office something to the children
that they themselves come to afford and why const whose teach children about healthy eating with no corporate help. the point is that the products that these companies produce they don't have anything to do or with us on the country most of what they do is to replace real foods there's a contradiction because they say they are interest to teach children to like real food and by they don't commercialise real food i mean most of they they can commercialize our fake food i things that are not good for health and that replace our traditional dietary patterns so i mean i don't see it i just see these as a public relations strategy. nothing more than this the nursery foundation sees it as an example of social responsibility we want to learn more about the goal of mr a new tree here we are granted an interview but are not allowed to film it the representative emphasizes that the company is in general
open to change in all areas but he concedes. you can't make changes to production overnight you have to get consumers accustomed to alterations if you simply cut sugar in a popular product people would stop buying it. this late will do nothing to threaten sales after all brazil is a four billion euro market its fourth biggest worldwide. africa is not nearly as lucrative for now unlike in brazil to z.z. such as obesity and diabetes have not reached epidemic proportions bunts africa nutritionists say it's only a matter of time they're calling for timely action. and yes they
are going to give as many people services so. i'm not i'm just i'm just i'm gulping yeah i mean. that's it so one of the most important things about this african village that was is that you have. bothered me to mix most of my commitments that the most africans families will be looking at unfortunately this one has some of the force about you know about going on the families of dead to war to end the force. why they are vegetables disappearing from the city how much sway do multinationals hold over rural areas there's lots of agriculture to the north of nairobi. we meet fama wilson he grows tomatoes and other vegetables everything for the market in the nearby town he has roughly half a hacker of lamb this is typically a small scale from one of the challenges that his family's going through is that.
he's been selling these things to the market is being exploited because. the prices agnostic i meant by it if they had come in by a possum i mean demand. in kenya many farmers relinquish much of the profits to distributors who control and regulate the market and there's a further uncertainty fluctuations in supply and demand can leave the farmers stuck with his produce that the bombers do all the work but the middlemen make the profits i should get four euros and thirty five cents for thirty kilos of tomatoes but the middlemen keep two euro's. sixty so i only get one euro seventy five. they're to blame for all predicament them you know apathy wilson kane would prefer to be a contract farmer for a major international company it's a system gaining traction in kenya farmers produce for a single company which guarantees it will purchase their entire harvest. unaccounted for i mean it's going to be secure and he's going to gets some money
and i think and now to me he does not seem to understand that there are some politics or explain to somebody buy buy in a company for the concert for me. sammy will come aboard he's a contract farmer he grows beans for a major kenyan exporter couple she isn't really free he says the prices are determined by the company and they're not good but he still doesn't want to go back to traditional farming banking. is almost the width of time because all those who are planning to buy they will buy at that low price and you are listed out of the month in any i still is twice. since the big companies pay better farmers are increasingly opting out of the domestic market
right behind samuels field is a huge pineapple plantation it belongs to the mounting supplier of fresh and prepared produce and the biggest employer here in the area catherine works the fields for del monte six days a week twelve hours a day like most of the people here she owns a piece of land and though she can't live off it she does farming on the side for extra income and the ingredients for a traditional diet catherine never buys processed food. here we have beans and main. we've always eaten natalie and. we grow everything that we eat including. now you need one i'd like to. could katherine afford the pineapple juice that's produced on her employer's field so much i can't afford delmonte juice i don't earn enough i'd rather buy an orange
for two or three cents delmonte products start at seventy cents a liter of juice costs one euro eighty i don't have money for that. katherine lives frugally so she can support a daughter who lives in nairobi she can afford that because a monthly earnings are around one hundred ninety euros three times the amount field hands make on small farms. del monte has a reputation for paying the highest wages in the region. who. but the flip side is that traditional agriculture is only worthwhile for subsistence farmers like katherine if she grows beames maize root vegetables and yams.
in years do these things are important for us they're healthy they haven't been sprayed they just grow without fertilizer or anything else that you can only buy. subsystems farming is still fairly prevalent in kenya. in the mega-cities sound paolo there's very little space for the people to grow their own vegetables but there is some does a little paradise on the some power lines in this poor eastern neighborhood constant attempts has created a community garden here he runs the aid organization cities without hunger planting vegetables on the news than private plots of land he started it ten years ago today him stick a temp overseas twenty five gardens and some power as bob just constant noise
a nine to five ale it was a completely new concept to produce food in a favela i thought what a fun start following the i get when i started when i wanted to use land for the communal gardens everyone always said it wouldn't work and that i was crazy. state of mind but they soon changed their minds our communities can use it especially when they sold the vegetables consequence copy it to end. pens deed to help the poorest of the poor people without an education or the job cities without hunger accompanies them for a year and trains them in urban agriculture the goal is that the garden begins to turn a profit after twelve months providing the people who farm it with a livelihood the vegetables on just for personal use those are designated for sale in the local market finding new pope. this is the biggest obstacle this one is
located above an oil pipeline it was once used as an illegal garbage dump and a hangout for drug dealers it took seven months to clean it up and prepare it for government. and unfunny so it's very intensive that first it's a lot of work on the land as have a litter i want to music was our by before we have to do a lot of work before the land is ready to be found nine stunned are putting in fear . shaft the gardens are all farmed organically no artificial fertilisers or insecticides are used and to be honest and the family have been with cities without hunger for eight months. they're still receiving intensive supervision. i changed his head to consolidate i felt family works here we've changed our eating habits sponsorship in a movie i used to weight eighty nine kilograms now i weigh seventy. i me
a feed of i don't eat processed foods and more i try to eat nothing that's unhealthy for me occasionally i let my daughter has no junk food because she thinks child and wants to try them both are very she i think should afford the gardens of cities without hunger contrast stokley with the products sold by corporate food giants maybe this model will catch on i'm not against drugs national corporations mantras national corporations control the production and the whole market of these products that are. increasing in increasingly. only healthy and which is worse they are replacing a dietary pattern which is healthy so then does work in public health. i cannot have any other feeling against this company's than to. do
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this is the w.'s wife from berlin tonight clowns of a perfect storm gathering over the last rebel stronghold in syria the united nations warning of a potential bloodbath as syrian government and russian forces are prepared to take it live progress also coming up in germany thousands of people need an organ transplant but fewer and fewer are willing to donate a possible but controversial change to the wall here may be the solution. and in sports and germany's a women's us soccer team at.