As a nation, we must confront the epidemic increase in childho d obesi y rat s. As we seek innovative ways to protect the health and vitality of our young people, we usher in a new, and much-needed, era of cooperation between consumers, industry, health advocacy organiza tions, and media companies. For several years, research has indicated that childhood obesity is on the verge of becoming an epidemic. In the last thirty years, the rate of overweight and obese children has risen to 16 percent, which is a 300 percent increase. The U.S. Surgeon General has identified being overweight and obese as one of the fastest growing causes of disease and death in America. Perhaps even more alarming, a recent study shows that, for the first time in modern history, the life expectancy of younger generations may decrease by as much as five years due to exces sive weight. In 2007, the Institute of Medicine (IOM) issued nutrition standards for foods in schools