The government is exploring psychological approaches to tricking kids into not eating garbage at school.
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I highly recommend watching Jamie Oliver's show which is all about how he tried to get rid of the crap in school lunches: [www.hulu.com]
It really opened my eyes up to the fuckery that is the school lunch program.
In the end though, I think its up to legislators and parents to just strong arm their kids into eating healthier food. Be the adults! Sure, a kid might protest once or twice and go hungry for one or two meals but hungry children WILL eat! Fear of hunger desire for junk food. My mom employed this tactic many times growing up and it worked wonders.