Last week we began a discussion of the alliance between Susan G. Komen for the Cure® and Kentucky Fried Chicken (KFC). We conclude, with references, this week.

Pinkwashing

Barbara Brenner of Breast Cancer Action (BCA) calls the alliance between Komen and KFC an egregious example of "pinkwashing." This occurs "when a company purports to care about breast cancer by promoting a pink ribboned product, but manufactures products that are linked to the disease. Make no mistake," Brenner adds, "every pink bucket purchase will do more to benefit KFC's bottom line than it will to cure breast cancer."

She also points out that KFC, like most fast food chains, is overwhelmingly present in communities that have poor health outcomes. These social inequities can affect breast cancer mortality rates. "Given this disconnect, we are especially disturbed by this partnership," Brenner says. BCA has launched a campaign to break up the Komen-KFC liaison.

I am a member of the Scientific Advisory Board of Breast Cancer Action. In the past I have also been an advisor to Susan G. Komen. Frankly, I think Komen has made a misstep here. Although they will raise money for cancer research by this gambit, they have also provided cover to KFC by doing so. At a time when healthy eating is under broad attack, Komen has chosen to associate itself with products that may, ironically, be linked to an increased incidence of breast cancer, especially in poor and minority communities.

To quote Barbara Brenner: "What the cluck?"

--Ralph W. Moss, Ph.D.

Resources:

Breast Cancer Action = http://www.bcaction.org/

Susan G. Komen for the Cure®:
http://ww5.komen.org/kfc.html

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Pedersen GS, Hogervorst JGF, Schouten LJ, et al. Dietary acrylamide intake and estrogen and progesterone receptor-defined postmenopausal breast cancer risk. Breast Cancer Res Treat. 2009. Available at:
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