Santa Cruz has become the first city in California to enact a new soda tax since a statewide ban was introduced in 2018. This tax applies to nonalcoholic beverages with added caloric sweeteners and aims to reduce sugary beverage consumption. The measure was promoted as a counter against the influence of the American Beverage Association, resonating with voters who are concerned about public health. This tax reflects growing local efforts to address health issues associated with sugary drinks despite industry pushback.
Santa Cruz demonstrates that when presented with the facts about the dangers of sugary drinks, voters see through the soda industry's multi-million-dollar efforts to manipulate public opinion.
We won't let big industry decide for us. This was a battle between local interests and the American Beverage Association that resonated with voters.
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