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The California Legislature’s determination to lessen the amount of sugary drinks consumed by state residents may never have been greater than now – at least if the metric used is the number of bills introduced. This session, five will be taken up, and more may be on the way.

For the third time, Assemblyman Richard Bloom, D-Santa Monica, has introduce a measure that would tax soda and other beverages sweetened with sugar.

The first two times, Bloom’s measure didn’t get out of committee after it faced intense, well-funded opposition from the American Beverage Association.

But Bloom told his hometown paper, the Santa Monica Daily Press, that the tax was urgently needed to nudge people to stop consuming so many unhealthy drinks.

“Everyone would acknowledge that health care costs are skyrocketing,” he said. “Diabetes and obesity are ongoing health-care crises and we need to get serious about prevention.”

Revenue from the tax – which has not been established yet but which was 2 cents per ounce in Bloom’s previous bills – would pay for programs meant to reduce diabetes and obesity. Bloom said 9 percent of state residents are diabetic and nearly half are at risk of developing diabetes.

Measure would ban Big Gulp-size sodas

Bloom’s bill will have plenty of similar company this year.

Assemblyman David Chiu, D-San Francisco, proposes a ban on soda servings of larger than 16 ounces in seal-able cups sold at restaurants and grocery stores. A similar ban in New York City was thrown out by New York state courts – but not for a reason that has relevance in California. Judges repeatedly held that the New York City’s health board overstepped its powers in imposing the ban and should have deferred to the New York state Legislature.

Assemblywoman Buffy Wicks, D-Oakland, hopes to end the common practice of displaying sodas near the checkout stands of food, convenience and other retail stores.

Sen. Bill Monning, D-Carmel, is for the fourth time proposing that sugary drinks sold in California have labels warning of their health risks. Monning said if tobacco products’ health risks are made plain with warning labels, so should the risks of soda.

Assemblyman Rob Bonta, D-Alameda, is touting a bill intended to prevent beverage companies from offering stores special deals with lower prices for sugary drinks.

Studies split on effect of Berkeley soda tax

Soda foes got good news on Feb. 21 when the American Journal of Public Health published a study saying that soda consumption plunged 52 percent in Berkeley in the first three years after the city adopted a soda tax. 

But other research into Berkeley’s soda tax is far less encouraging, according to University of Southern California professor Michael Thom. He told the Santa Monica newspaper there was no evidence that residents reduced their caloric or sugar consumption and asserted there is little, if any, proof that soda taxes have a positive effect on human health.

A Harvard Business Review study based on an analysis of millions of transactions at California stores by Duke University professors Bryan Bollinger and Steven Sexton was also skeptical of claims of success in Berkeley. Published in January 2018, it noted that since most residents worked outside of Berkeley, they could readily buy cheaper soda elsewhere. The study also pointed to a factor not mentioned in any recent newspaper coverage of soda taxes:

“We found that much of the cost of the tax is not being passed along to consumers,” Bollinger and Sexton wrote. “Fewer than half of supermarkets changed the price of soda in response to the tax, and prices at chain drug stores did not change at all.”

Measure D, officially the City of Berkeley Sugary Beverages and Soda Tax, last November overwhelmingly was passed by 76 percent of city voters. The tax is a penny per ounce. So a 16-ounce Coke would be hit with 16 cents. There are exceptions for small businesses.

The measure passed even though the soda industry spent $2.4 million against it, an estimated $30 per registered voter. Opponents warned of increased costs to consumers.

The pro-Measure D coalition called itself Berkeley vs. Big Soda. It maintained on its website, “We face a serious health crisis: 40% of kids will get diabetes in their lifetimes unless we do something about it. The link between sugary drinks and diseases like diabetes is undeniable.”

Former Labor Secretary Robert Reich, a Berkeley resident, wrote in the Huffington Post in favor of the tax, “Berkeley’s Soda War pits a group of community organizations, city and school district officials, and other individuals (full disclosure: I’m one of them) against Big Soda’s own ‘grassroots’ group, describing itself as ‘a coalition of citizens, local businesses, and community organizations’ without identifying its members.”

The text of Measure D claimed “this Ordinance is to diminish the human and economic costs of diseases associated with the consumption of sugary drinks by discouraging their distribution and consumption in Berkeley through a tax.”

Measure D set up a new bureaucracy, the Sugar Sweetened Beverage Product Panel of Experts, to recommend to the City Council how to spend the taxes collected.

Compliance

But things are turning out more complicated than expected. Camilo Malaver co-owns the San Francisco-based Waterloo Beverages company, reported Berkeleyside. “In January, when the tax was implemented, Malaver decided to stop restocking his supply of craft sodas and naturally sweetened beverages in Berkeley to avoid further confusion. … His frustration was aimed primarily at the city for what he saw as a poor job relaying information on how to comply with the tax.”

Malaver said, “Berkeley is a good city to do business with the university, but now, it’s tough. We’re in limbo. Everybody’s lost and [we] don’t know what to do.” The university itself, as a state entity, is exempt from Measure D.

A problem is that the soda market has changed from the days when the market mainly was such Big Soda suppliers as Coca-Cola and Pepsi. As with the craft brew markets for beer, “craft sodas” have popped up like those sold by Malaver.

When potentially hundreds of different items are involved, that complicates trying to figure out if a beverage is taxed, or is exempt. For example, the ordinance taxes “heavily presweetened tea,” but not regular tea, or slightly sweetened tea.

The big distributors offering a limited number of different drinks more easily can comply than can the small or medium outfits. As Berkeleyside notes, “All but one of the distributors who spoke to Berkeleyside were small- to medium-sized local distributors that sell craft sodas, sweetened teas and energy drinks.”

The confusion over what to tax also is reminiscent of the controversy over the statewide 1991 Snack Tax. As part of a $7 billion tax increase to close the budget deficit of that year, the tax was imposed on formerly exempt snacks. Except that some snacks, such as nuts, remained exempt. But it wasn’t clear whether candy with nuts was taxed, or exempted.

The Los Angeles Times reported in October 1992, “SACRAMENTO — A year and a half ago, part of the answer to the state’s dire need for higher revenue was extending the sales tax to snack foods, candy and bottled water, passed by the Legislature and signed by Gov. Pete Wilson.

“Today, with the signatures of nearly a million Californians standing behind Tuesday’s ballot measure to repeal the tax, no one — not the governor nor a single lawmaker who voted for it — has stepped forward to support keeping the tax.”

On Nov. 3 that year, two-thirds of voters backed Proposition 63, which repealed the tax.

Dollar Tree

Meanwhile, one large outfit affected by the Berkeley soda tax is discount chain Dollar Tree. A 16-ounce soda formerly cost $1, plus Berkeley’s 9-cent sales tax. (In California, sodas are taxed, unlike most other food). Now on top of that is placed the new soda tax of 16 cents (1 cent per ounce). Total: $1.25.

Berkeleyside reported in January, “Dollar Tree — which sells a variety of products for $1 or less and has more than 5,200 stores in North America — decided to pull out sodas in its Berkeley stores when the soda tax went into effect on Jan. 1, according to Randy Guiler, vice president of investor relations.”

Guiler said, “Due to the increased cost from the Berkeley sugary drinks and soda tax, we are no longer able to carry sugary drinks and soda at the one-dollar price point.”

Ironically, Dollar Tree still sells fruit juice, even when it is saturated with sugar, because the beverage is not subject to the new tax.

Future taxes

A 2013 bill for a statewide soda tax, SB622, died in committee. It was by state Sen. Bill Monning, D-Carmel. According to the March 2 Sacramento Bee, it’s unlikely to come back in the Legislature any time soon.

A tax increase still requires a two-thirds vote in both houses of the Legislature. With Republican gains last year in the Legislature, Democrats’ two-thirds supermajority is long gone. And if there’s one thing Republicans can agree on, it’s opposing higher taxes.

That leaves anti-soda forces hopeful that Berkeley’s example can be poured out into other cities, even though 30 previous tries have failed.