tv Doc Film - The Business of Poverty Deutsche Welle September 10, 2018 5:15am-6:01am CEST
everything man knows that a child needs food that food can listen to for mary's you can read a lot of names they drop out of his school because of the way he did nothing when he came from home that could've easily been us. any one of us. living fun be to. his work that got us for tonight. the maestro and feed. the children bond twenty team.
the markets of industrialized nations in europe and north america are saturated so multinational food companies have set the sights on the developing world aggressively expanding their presence in countries like kenya. and 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 are 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 money attrition. there haven't been any of a basic thing that had been any of the babies any more and more than. that these
economics which has huge consequences for the country is very clear and that is good coding creating consumption of these products. so power latin america's economic bombs 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 drummer it because they view convenience foods a steak to school as the company has devised the perfect strategy to extend its reach nestlé octavius a nestle comes to you. thirty seven year old patricia is one of eight thousand nestle vendors. plan a system 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 called me. in brazil door to door vendors have long been a fixture of rural areas or remote urban neighborhoods what it's hard to reach supermarkets on food. lesley's best selling items on dairy products like joggers and desserts well most with the high sugar content. local distributors deliver the goods they're the link between the company and vendors like patricia. carroll she goes out every day she's a very good sales woman and works really hard i take my hat off she's not lazy she's always out brain washing. petrie's she has no choice but to work all the time the business risk is all hers nestlé is guaranteed
it's profit but we see it is self-employed and each month has to buy a specific amount of stock from the middleman regardless of whether she can sell it or not but to b.c. his daughter jessica helps out a. bit to this yet knows her target group that her friends and neighbors. put in the door to door sales system is good for people who have no money because they can have a tab with us. has to allow customers of two full weeks to settle the bill. coming in she lost them with the latest products that she delivers to the doorsteps of sao paulo's working class for the swiss food giant. these gustavus working a sewing shook. their head at seven am you say. the
women have known each other for a long time that makes it hard to say no. and the campaign may mean. when wooing the poor social pressure is a key ingredient in this latest recipe for success it's also why multinationals along seeing brazil is the perfect testing ground for new products the country. as a large population and a large consumer market in the poor here are better off than in other developing countries where the per capita disposable income of up to one hundred euro's a month. brazil has a population of two hundred million around forty two million are poor in recent years increasing numbers of climb to the lowest rung of the middle class but this group has health problems rates of obesity and diabetes are rapidly increasing.
calmness montero is a professor of nutrition and public health at the university of some paolo and a leading advisor to the world health organization his research has documented a nutritional transition in brazil. but the problem is that the products what we call the process products they are. increasingly being consumed by brazilians so then in the last twenty years the proportion of calories that come from this progress there. 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 diets this help center in a favela on the outskirts of sound paulo is involved in that effort. eileen brandow 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 lost them as relevant but is a. multinational corporations have aggressive marketing strategies to advertise industrial food products mental sound obvious name those because they promote it as healthy food that. supermarkets 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 check with the people actually implementing the things they learned about subs. this is that we want to make it easier for people to buy natural for them processed food that's our biggest problem and the mothers here often have jobs and have little time that's why they often use pre-prepared foods as if that's what's on the menu. in america. like in money or does children's 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 and family substitutes
and tie our 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's 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 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 been 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. 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 those type their slaves 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 they're still increasing but in the 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 target. the kenyan capital nairobi although it's a developing country killing is one of the funds just growing economies in africa but the steadily growing middle class it's an appealing market for multinationals which he had to have lost sight of the poor as a target group. kenya has a population of around forty five million nineteen million a poor almost half the population lives on less than two euros a day. he bitter he's a nairobi slum that sermon to an estimated five hundred thousand people living in
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 celestin who lives in a simple shack with a four children. we used to eat roots and millet pirate for breakfast but then margarine and toast came along it tastes sweeter and is easier to eat and make. quite enough. 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 lean. countless tiny packets of products hanging from the ceiling from monterey in to washing powder and spice make says here too 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 with all this on. you then they must appeal. because many people in this area they just threw our funds to base saw and be used very cool flavors mifflin 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 but the unilever brand royko the industrial braddon brand of margarine called blueberry and come in small packages. but a. lot of that. i don't like you look at them again my knees are my favorite
products i can buy them in small packages i couldn't afford bigger ones that made them in the. cellar steen comes from the rural west of kenya when her husband died she moved to the capital to offer her children the chance of a better life now forty three she works as a street vendor she earns four to five euros a day at best. but has a little to life has 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 don't know that's why we eat reichl and other products like that as imitate the small packets cost between eight and forty cents that me will you tell me anything more expensive is a luxury. movie mogul.
bluebird manchurian 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 in blue band margarine i just buy a bigger packet that we've really got used to this product but have at it if i bought a traditional food such as maize and beans i'd still season them with right we couldn't go without these products anymore i tell them on a level one. most of kibera is poor residents feel the same that's hoth a million people spending up to one euro every day. it
would be cool there is a nutritionist he accuses multinational corporations of appropriating longer stablish trade methods. the buying power base is really very little that came up in kenya something on the i don't know economy they've got to get economies it's something like a small park which it's like. everything that was was down there and they did produce them in small parks thought that the poor can afford the money they are but it. is what they buy as more things mean. it's very evident what people burning here incubate or the area is littered with countless small empty plastic surgery. beside pollution burrs another downside to the small packaging business model. to buy stuff in small pockets with his eventually being to be more expensive for him so it's actually it's more expensive to beef and to live in the slums and then to buy in this smart case the small pockets.
you don't want the. small packets are available in industrialized countries true but here too they're comparatively expensive it's just that the people in these countries usually have a choice the people in kibera don't see. the standard the deft way multinational corporations target the poorest consumers we meet former members of a campaign that unilever rolled out the year before in kenya and slums. these women would getting to become door to door vendors they were told they could earn money to feed their families. he was here or was wanting charge of such campaigns he says the real benefit to unilever is the access they give to the poorest of consumers. they can't afford to let me shoot to see and i do but they can't afford that radio to listen to an ad that they can't afford even fifty
shillings to buy a newspaper or to read a lot of act of give up product so that's why they chose to. use women because it's believed that women in most. who use these you need about forty. to twenty women here all train to become vendors but they never got to jump and a deeply disappointed. one of these marketing they tested but they never they they haven't come back so we don't know what they're planning to do it did that asserts we we we take them through the course how to use the product off in the river but they did not come back to see their way forward. from to do that went to do it when they watch these they will start thinking back and come to their mission at 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. but is there fun in it oh. the women learn sales pitches the tailored to customers in the slums. i mean. anything you do also we have heard that. you need such as i 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. they also learned that they can use blue band margery in to prepare food for children it's that healthy mixed up their advantages of royko style kept. you play great values. and that whole afternoon. 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. shit. 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 among well three reika stock cubes and three cents each costing 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 right now we can use that money to buy something else. like. these sums are all very small but it's still a worthwhile business for your million.
unit leaver 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. and we are asked unilever to respond to the course participants accusations and for an interview on its corporate social responsibility and marketing strategist. but we would turn down with this explanation. unfortunately we are not in a position to punch a kid in this exercise due to potential commercial sensitive it is that may be 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 the. purchases. and i find that unfair since you know sometimes people don't want to pay but i have to pay the nestle distributor on the fifteenth and the thirtieth of the month if others don't pay it comes out of my own pocket and i say no that that. if she sells a lot the trees 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 the size and contents the kit costs between four and twelve euro's it's good for everyone the vendor sells more and customers pay less as a bonus the regular treats for children let him have something so he grows up to big and strong for him. but jack i was always out. there if somebody
maisonette. today's children's day a public holiday in brazil most families dole out sweets and have a nice me. maria de silva is families no exceptions 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 slowly trying to change the eating habits but it's not easy. we'll look it up and see 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 butter 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. not till the c.e.o. is fifty six maria is forty nine they're untrained as clean as they've managed to improve the family situation a little hobby go get. the right words. all the children are allowed to tuck in and enjoy the sweets but there was a local treat a chocolate prelim made of mangia 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 it was basically children want all of these things including all the sweet milk products from it we know it's unhealthy but we are swayed by the advertising that the consumer protection organization idec tries to counter advertising the adverse impact on apollo bought a lot of blames the economic power enjoyed by food on drama brazil has strict consumer protection laws but companies circumvent them you know advertising for example for poor people this kind of products are linked through. 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 this. today nutritionist eileen 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 we only got a few minutes i only have a because i took part in advanced training more chapters you can download the book on my. too but poor people don't have access to the internet and the result of it is because again this is the one thing that the guidelines do international attention but the tug group it was designed for hardly heard about it i mean once the women to recall the traditional recipes they grew up with. i think if we want to get these women to return to traditional ways of cooking to 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 their women are poor they often have no education
drugs and crime compound the problems faced by many families a healthy diet is not a priority. they're 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 that. the companies appear to grasp that the products that peddling are contributing to a social problem. in the country of two hundred million forty million brazilians are overweight fourteen million agog nursed with type two diabetes this state 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 are colorful and unbiased with the company logo. challenge. their relation on the brand with their materials in this course is a maluf article twenty and on thing is more respect for their thing they can listen as more. just for and they will have. but in every nation there they are contributing to solve the problem this year the program was recognized as a public policy and then when a simple plan of food in addition security if there is one. for the next four years nestlé will be integrated into sound public education policy with his one thousand three hundred and seventy five state schools the program is listed as privately funded. but why is the city of sound pollo cooperating on child
nutrition with a company that according to experts is helping to compound health problems in brazil. we can invite you 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 firms information events and organizes healthy eating competition. a representative of soundpost 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 mislay was it was the height of 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 to the numbers here two hundred sixty five schools said we had them in the three teachers one hundred eighty five thousand. kids that are the numbers you know i read numbers. as a fourteen hundred euro prize for the school that wins the competition. this school came third generating a lot of praise for the school board and the headmistress. now but. and i don't need their foundation when this good if a foundation
a set from the nation we are not the working week that comair shall pack and they are not a blinding us to use it in this clip and that. and in fact their own 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. administers tells us that school lunch is the only proper meal of the day for many here. this boy tells us he doesn't get food like this a job he's never eaten fruit salad anywhere else for that of. a spoon and don's program is also part of the project the parents from the surrounding for venice are happy that the school offers something to the children
that they themselves can't afford but why come schools teach children about healthy eating without corporate help. the point is that the products that these companies produce they don't have anything to do 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 then 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 new strait foundation sees it as a link sample of social responsibility we want to learn more about the goal of mr nutria we are granted an interview but i'm not i'm out to sumit 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 give consumers a custom to alterations if you suddenly cut sugar in a popular product people would stop buying it. this late will do nothing to three 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 is easy such as obesity and diabetes have not reached epidemic proportions bundt africa nutritionists say it's only a matter of time they are calling for timely action. yes they
are going to do as many of them will say so this is. i'm not on the us i may have some culture yeah i mean. i see it so one of the most important things about this african village of course is that you have. bothered me to mix most of my commitments of the most afghan families will be looking at unfortunately this one as some of the you know about going on the families of them to go to and the foods . why they are vegetables disappearing from the city. how much sway do multi-nationals 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 is going through is stocks . even setting these things to the market he's being exploited because. the prices
agnostic i meant by it if there are some i mean much. in kenya many farmers relinquish much of the profits to distributors who controlled and regulate the market and there's a further uncertainty fluctuations in supply and demand could leave the farmer stuck with his produce humor 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 in if you know a half assed wilson cain 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. in peace or unaccounted for i mean it's going to be secure and he's going to gets some money
and i think now though he might spend a plenty he does not seem to understand when there are some politics or explain to somebody buy buy in a company for 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 it's additional food. is on with with of time because all those who are planning to buy they'll buy at that low price listed out the months in an e.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 del monte supplier of fresh and prepared produce and the biggest employer here in the area katherine 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 farm it on the side for extra income and the ingredients for a traditional done catherine never buys processed food. here we had beans and maids. we've always eat madly and. we grow everything that we eat including. now you know when i'd like they. could katherine afford the pineapple juice that's produced on her employer's field . 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. catherine 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. delmonte has a reputation for paying the highest wages in the region. but the flip side is that traditional agriculture is only worthwhile for subsistence farmers like katherine if she grows beans 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's why you can only buy. subsystems farming is still fairly prevalent in kenya. in the mega-cities sound pollo there's very little space for the people to grow their own vegetables but there is something does a little paradise some to some power lines in this poor eastern neighborhood constant attempt has created a community garden here he runs the aid organization cities without hunger planting vegetables on and use them private plots of land he started it ten years ago today homes teach attempts overseas twenty five been gardens and some pollock as well
musk on small years a nine to five it was a completely new concept to produce food in a file like that with a fun stop following found here 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 sickos it was from bad state of mind but they soon changed their minds are. especially when they sold the vegetables guns guns copy it to end it. hands deed to helps the poorest of the poor people without an education or to jump cities without hunger and companies them for a year and trains them in an 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 they're also designated for sale in the local market finding new. this is the biggest obstacle this one is
located above an oil pipeline it was once used as an illegal garbage dump and the hangout for drug dealers it took seven months to clean it up and prepare it for gardening. and unfunny so it's very intensive that first it's a lot of work on the land was heavily litter when the reason was our right before we have to do a lot of work before the land is ready to be functional and the stunned are putting in fear. after the gardens are all farmed organically no artificial fertilisers or insecticides are used and to be honest and her family have been with cities without hunger for eight months. they're still receiving intensive supervision. and change for they had to consolidate i felt family works here we've changed our eating habits sponsorship in a movie i used to wait eighty nine kilograms now i weigh seventy. i mean
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 a junk food because she thinks child and wants to try them to survive and she reached out for the gardens of cities without hunger contrast stokley with the products sold by corporate food giants they were this model will catch on. i'm not against drugs national corporations but for national corporations control the production and the whole market of these products that are. increasing in the increasingly. unhealthy and which is worse they are replacing that very pattern which is healthy so then does work in public health. i cannot have any other feeling against this companies than to. do
not like them. but i'm not. film lonely island. this summer choose things in a different meet literally. and galaxy of lindsey's of color. dissolving space into an endless mist grand schemes to alice one of the greatest artists of our time this work is now on show in god and god. in thirty minutes on d. w. .
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