Schwarzenegger's Council on Physical Fitness- Made in China?                                
                                  A Major Merchandising Faux Pas


                                               

The Governor's Council on Physical Fitness and Sports is a non-profit, non-partisan
organization dedicated to promoting physical activity for all Californians, with an
emphasis on children and youth.  Research has shown that regular physical activity
during childhood and adolescence helps build healthier bones and muscles, increases
self-esteem and reduces the risk of diseases such as type-2 diabetes and obesity.
In addition, physical activity and fitness has been shown to be highly correlated
with academic success.

The intent of the program is a sound one, but a major faux pas has been made and
probably will receive more heightened attention given the current economic downturn
in the state specifically regarding the error made by a Californian corporation in
support of the programs and services of the Council.

In a genuine effort to help raise monies in support of the Council’s programs,
California based Long’s Drugs apparently came up with a creative concept to raise
attention and money for the activities of the Council.  Long’s is selling cute cuddly
teddy ‘golden’ bears dressed in warm ups with the seal of the California Council on
Physical Fitness and Sports placed on the chest of the bear. Long’s, is advertising
(in store) that with every purchase of a ‘teddy bear’ it will donate proceeds to the
Council for its efforts.  And Long’s has lived up to its word by providing $250,000. 
Unfortunately, while a genuine gesture, it has caught the attention of this California
economic developer. The referred unfortunate faux pas is because along the side of
this cute stuffed golden bear is a tag clearly identifying that it is ‘Made in China.’


                                                  

Now I am sure that the Governor and his star studded Council comprised of such
Californians as Major League Baseball’s Reggie Jackson, National Football’s Jerry
Rice, tennis stars Serena Williams and Lindsey Davenport along with skateboard
sensation Tony Hawk, Olympians Michele Kwan, Peter Vidmar and UCLA’s basketball
matriarch John Wooden and legendary fitness guru Jack LaLanne to mention just a
few are probably unaware of this merchandising faux pas.

Not to diminish the ultimate intent to help our kids, for logically it stands to
reason that Long’s probably used an existing supplier and did not even think of
the consequences of its actions.  And in support of Long’s CEO, Warren F. Bryant,
he has been busy in consolidation of operations and building its bottom line this
past year and with some success.  But during this economic downturn, the acquisition
and selling of merchandise to Californians, by Californians specifically with the
Governor’s name attached to this activity should have been better thought through
including the politically correct details of using a California manufacturer for
the merchandise if not at least ‘Made in the USA’. The lack of such business acumen
is a smack in the face to the California manufacturers and suppliers who are tax
payers and employers that could have provided this product.

Yeah, it was probably quicker and cheaper to have embarked on the way it was
completed, but in retrospect the need for good hearted efforts still need guidelines
and a framework.  Sixty push-ups and sit-ups are not going to help in tightening up
the Council’s faux pas but will only come with a review and tightening of appropriate
and correct policies.  Rhetorically, if not, maybe the name should be changed to the
Chinese Council on Physical Fitness for Californians.

Tim Johnson
www.CaliforniaBusinessMinute.com