Robert Burnett Choate Jr. (November 6, 1924 – May 3, 2009) was an American
businessman
A businessperson, businessman, or businesswoman is an individual who has founded, owns, or holds shares in (including as an angel investor) a private-sector company. A businessperson undertakes activities (commercial or industrial) for th ...
,
political activist
A political movement is a collective attempt by a group of people to change government policy or social values. Political movements are usually in opposition to an element of the status quo, and are often associated with a certain ideology. Some t ...
, and self-described "
citizen lobbyist" most famous for his work in
consumer protection
Consumer protection is the practice of safeguarding buyers of goods and services, and the public, against unfair practices in the marketplace. Consumer protection measures are often established by law. Such laws are intended to prevent business ...
.
Life
Born in
Boston
Boston (), officially the City of Boston, is the state capital and most populous city of the Commonwealth of Massachusetts, as well as the cultural and financial center of the New England region of the United States. It is the 24th- mo ...
,
, the son of the wealthy publisher of the ''
Boston Herald
The ''Boston Herald'' is an American daily newspaper whose primary market is Boston, Massachusetts, and its surrounding area. It was founded in 1846 and is one of the oldest daily newspapers in the United States. It has been awarded eight Pulit ...
'', Choate attended the
Phillips Exeter Academy
(not for oneself) la, Finis Origine Pendet (The End Depends Upon the Beginning) gr, Χάριτι Θεοῦ (By the Grace of God)
, location = 20 Main Street
, city = Exeter, New Hampshire
, zipcode ...
in
New Hampshire
New Hampshire is a U.S. state, state in the New England region of the northeastern United States. It is bordered by Massachusetts to the south, Vermont to the west, Maine and the Gulf of Maine to the east, and the Canadian province of Quebec t ...
for his high school education.
After
World War II
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...
, during which he served in the
United States Navy
The United States Navy (USN) is the maritime service branch of the United States Armed Forces and one of the eight uniformed services of the United States. It is the largest and most powerful navy in the world, with the estimated tonnage ...
, he received his
bachelor's degree
A bachelor's degree (from Middle Latin ''baccalaureus'') or baccalaureate (from Modern Latin ''baccalaureatus'') is an undergraduate academic degree awarded by colleges and universities upon completion of a course of study lasting three to six ...
in
civil engineering
Civil engineering is a professional engineering discipline that deals with the design, construction, and maintenance of the physical and naturally built environment, including public works such as roads, bridges, canals, dams, airports, sewage ...
from the
University of California, Berkeley
The University of California, Berkeley (UC Berkeley, Berkeley, Cal, or California) is a public land-grant research university in Berkeley, California. Established in 1868 as the University of California, it is the state's first land-grant u ...
in 1949. Subsequently, he relocated to
Phoenix, Arizona
Phoenix ( ; nv, Hoozdo; es, Fénix or , yuf-x-wal, Banyà:nyuwá) is the List of capitals in the United States, capital and List of cities and towns in Arizona#List of cities and towns, most populous city of the U.S. state of Arizona, with 1 ...
, where he worked as a
construction engineer and became wealthy in his own right through
real estate
Real estate is property consisting of land and the buildings on it, along with its natural resources such as crops, minerals or water; immovable property of this nature; an interest vested in this (also) an item of real property, (more general ...
investments.
In the late 1950s, during a trip abroad, he contracted a strain of
hepatitis
Hepatitis is inflammation of the liver tissue. Some people or animals with hepatitis have no symptoms, whereas others develop yellow discoloration of the skin and whites of the eyes (jaundice), poor appetite, vomiting, tiredness, abdominal pa ...
. While recuperating, he read the
memoir
A memoir (; , ) is any nonfiction narrative writing based in the author's personal memories. The assertions made in the work are thus understood to be factual. While memoir has historically been defined as a subcategory of biography or autobi ...
s of
Walter Francis White
Walter Francis White (July 1, 1893 – March 21, 1955) was an American civil rights activist who led the National Association for the Advancement of Colored People (NAACP) for a quarter of a century, 1929–1955, after joining the organi ...
, the former leader of the
National Association for the Advancement of Colored People
The National Association for the Advancement of Colored People (NAACP) is a civil rights organization in the United States, formed in 1909 as an interracial endeavor to advance justice for African Americans by a group including W. E. ...
. Choate, a lifelong
Republican
Republican can refer to:
Political ideology
* An advocate of a republic, a type of government that is not a monarchy or dictatorship, and is usually associated with the rule of law.
** Republicanism, the ideology in support of republics or agains ...
, became inspired to use his wealth to battle what he saw as the greatest social ills afflicting America: poverty, hunger, and a lack of
civil and political rights
Civil and political rights are a class of rights that protect individuals' freedom from infringement by governments, social organizations, and private individuals. They ensure one's entitlement to participate in the civil and political life o ...
for
African American
African Americans (also referred to as Black Americans and Afro-Americans) are an ethnic group consisting of Americans with partial or total ancestry from sub-Saharan Africa. The term "African American" generally denotes descendants of ens ...
s and other
minority group
The term 'minority group' has different usages depending on the context. According to its common usage, a minority group can simply be understood in terms of demographic sizes within a population: i.e. a group in society with the least number o ...
s.
Among the ventures he undertook to that end over the next several decades were the publishing of a
magazine
A magazine is a periodical publication, generally published on a regular schedule (often weekly or monthly), containing a variety of content. They are generally financed by advertising, purchase price, prepaid subscriptions, or by a combinatio ...
dedicated to
social justice
Social justice is justice in terms of the distribution of wealth, opportunities, and privileges within a society. In Western and Asian cultures, the concept of social justice has often referred to the process of ensuring that individuals fu ...
, called ''Reveille''; founding a number of
social welfare
Welfare, or commonly social welfare, is a type of government support intended to ensure that members of a society can meet Basic needs, basic human needs such as food and shelter. Social security may either be synonymous with welfare, or refe ...
programs and charities in the Phoenix area; organizing a
Southwest
The points of the compass are a set of horizontal, radially arrayed compass directions (or azimuths) used in navigation and cartography. A compass rose is primarily composed of four cardinal directions—north, east, south, and west—each sepa ...
conference on poverty, which included such speakers as
Vice President
A vice president, also director in British English, is an officer in government or business who is below the president (chief executive officer) in rank. It can also refer to executive vice presidents, signifying that the vice president is on t ...
Hubert Humphrey
Hubert Horatio Humphrey Jr. (May 27, 1911 – January 13, 1978) was an American pharmacist and politician who served as the 38th vice president of the United States from 1965 to 1969. He twice served in the United States Senate, representing Mi ...
and
Peace Corps
The Peace Corps is an independent agency and program of the United States government that trains and deploys volunteers to provide international development assistance. It was established in March 1961 by an executive order of President John F. ...
director
Sargent Shriver
Robert Sargent Shriver Jr. (November 9, 1915 – January 18, 2011) was an American diplomat, politician, and activist. As the husband of Eunice Kennedy Shriver, he was part of the Kennedy family. Shriver was the driving force behind the creation ...
; working in
Washington, D.C.
)
, image_skyline =
, image_caption = Clockwise from top left: the Washington Monument and Lincoln Memorial on the National Mall, United States Capitol, Logan Circle, Jefferson Memorial, White House, Adams Morgan, ...
as a lobbyist for groups such as the
Citizens Crusade Against Poverty
Citizenship is a "relationship between an individual and a state to which the individual owes allegiance and in turn is entitled to its protection".
Each state determines the conditions under which it will recognize persons as its citizens, and ...
; and serving as a
consultant
A consultant (from la, consultare "to deliberate") is a professional (also known as ''expert'', ''specialist'', see variations of meaning below) who provides advice and other purposeful activities in an area of specialization.
Consulting servic ...
to the
Department of Health, Education, and Welfare
The United States Department of Health and Human Services (HHS) is a cabinet-level executive branch department of the U.S. federal government created to protect the health of all Americans and providing essential human services. Its motto is ...
, where he was credited with initiating a national study on
malnutrition
Malnutrition occurs when an organism gets too few or too many nutrients, resulting in health problems. Specifically, it is "a deficiency, excess, or imbalance of energy, protein and other nutrients" which adversely affects the body's tissues a ...
. His efforts were later credited with the formation of the
, which operated from 1968 to 1977, and the creation of the
White House Conference on Food, Nutrition, and Health, which met in 1969.
In September 1970, Choate became famous when he testified before the Committee on Nutrition and Human Needs on the nutritional content (specifically,
vitamin
A vitamin is an organic molecule (or a set of molecules closely related chemically, i.e. vitamers) that is an Nutrient#Essential nutrients, essential micronutrient that an organism needs in small quantities for the proper functioning of its ...
s,
dietary mineral
In the context of nutrition, a mineral is a chemical element required as an essential nutrient by organisms to perform functions necessary for life. However, the four major structural elements in the human body by weight (oxygen, hydrogen, carbon ...
s, and
protein
Proteins are large biomolecules and macromolecules that comprise one or more long chains of amino acid residues. Proteins perform a vast array of functions within organisms, including catalysing metabolic reactions, DNA replication, respo ...
) of the 60 bestselling
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
s of dry
breakfast cereal
Cereal, formally termed breakfast cereal (and further categorized as cold cereal or warm cereal), is a traditional breakfast food made from processed cereal grains. It is traditionally eaten as part of breakfast, or a snack food, primarily in ...
in the United States.
Choate told the Committee, that, on a scale from 0 to 900, with 900 being the best, 40 of the cereals ranked below 100 and were therefore "
empty calorie
In human nutrition, empty calories are those calories found in beverages (including alcoholic) and foods composed primarily or solely of sugars and/or certain fats and oils such as cholesterol, Saturated fat, saturated or trans fats, that provide l ...
s" which "fatten but do little to prevent malnutrition." Only three products—
Kellogg Company
The Kellogg Company, doing business as Kellogg's, is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including crackers and toas ...
's
Product 19
Product 19 was a breakfast cereal made by Kellogg's. Introduced in 1967, it consisted of lightly sweetened flakes made of corn, oats, wheat, and rice, marketed as containing all required daily vitamins and iron. The product was discontinued in 2016 ...
and
General Mills
General Mills, Inc., is an American multinational manufacturer and marketer of branded processed consumer foods sold through retail stores. Founded on the banks of the Mississippi River at Saint Anthony Falls in Minneapolis, the company orig ...
'
Kaboom and
Total—scored higher than 700. Choate's testimony received publicity nationally (with a headline in ''
Time
Time is the continued sequence of existence and events that occurs in an apparently irreversible succession from the past, through the present, into the future. It is a component quantity of various measurements used to sequence events, to ...
'', "Breakfast of Chumps?"), sparking a
public relations
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. P ...
war between Choate and the various cereal companies. The companies denied Choate's charges, but the public eventually sided with him, and the companies decided to voluntarily add
nutrition facts label
The nutrition facts label (also known as the nutrition information panel, and other slight variations) is a label required on most packaged food in many countries, showing what nutrients and other ingredients (to limit and get enough of) are in t ...
s to their products' boxes.
In later years, Choate continued his education, receiving a
master's degree
A master's degree (from Latin ) is an academic degree awarded by universities or colleges upon completion of a course of study demonstrating mastery or a high-order overview of a specific field of study or area of professional practice. in
education
Education is a purposeful activity directed at achieving certain aims, such as transmitting knowledge or fostering skills and character traits. These aims may include the development of understanding, rationality, kindness, and honesty. Va ...
from
Harvard University
Harvard University is a private Ivy League research university in Cambridge, Massachusetts. Founded in 1636 as Harvard College and named for its first benefactor, the Puritan clergyman John Harvard, it is the oldest institution of higher le ...
, before relocating to
California
California is a U.S. state, state in the Western United States, located along the West Coast of the United States, Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the List of states and territori ...
, where he started Operation Civic Serve, a
non-profit organization
A nonprofit organization (NPO) or non-profit organisation, also known as a non-business entity, not-for-profit organization, or nonprofit institution, is a legal entity organized and operated for a collective, public or social benefit, in co ...
dedicated to promoting
volunteering
Volunteering is a voluntary act of an individual or group wikt:gratis, freely giving time and labor for community service. Many volunteers are specifically trained in the areas they work, such as medicine, education, or emergency rescue. O ...
amongst college students. On May 3, 2009, he died of natural causes in a
retirement community
A retirement community is a residential community or housing complex designed for older adults who are generally able to care for themselves; however, assistance from home care agencies is allowed in some communities, and activities and socializ ...
in
Lemon Grove, California
Lemon Grove is a city in San Diego County, California, United States. The population was 27,627 at the 2020 census, up from 25,320 at the 2010 census.
History
The area that eventually became Lemon Grove was part of Mission San Diego de Alcal ...
.
He was survived by four children from two of his three
marriage
Marriage, also called matrimony or wedlock, is a culturally and often legally recognized union between people called spouses. It establishes rights and obligations between them, as well as between them and their children, and between ...
s, each of which ended in
divorce
Divorce (also known as dissolution of marriage) is the process of terminating a marriage or marital union. Divorce usually entails the canceling or reorganizing of the legal duties and responsibilities of marriage, thus dissolving the ...
, and three grandchildren.
References
External links
A Rare 'Do-Gooder With Political Savvy'
{{DEFAULTSORT:Choate, Robert B. Jr.
1924 births
2009 deaths
American lobbyists
United States Navy personnel of World War II
Activists for African-American civil rights
American civil engineers
Choate family
Consumer rights activists
Harvard Graduate School of Education alumni
American nonprofit executives
Businesspeople from Boston
Phillips Exeter Academy alumni
UC Berkeley College of Engineering alumni
Arizona Republicans
20th-century American engineers
Military personnel from Massachusetts