Coca-Cola Grant Launches AAFP Consumer Alliance Program

The AAFP today announced a corporate partnership with The Coca-Cola Co., in which the beverage giant will provide a grant for the Academy to develop consumer education content related to beverages and sweeteners for the AAFP's award-winning consumer health and wellness Web site, FamilyDoctor.org.

The partnership is the first for the AAFP's new Consumer Alliance program.

"The Consumer Alliance program is a way of working with interested companies to develop educational materials to help consumers make informed decisions so they can include the products they love in a balanced diet and healthy lifestyle," said AAFP President-elect Lori Heim, M.D., of Vass, N.C.

The new consumer-oriented beverage and sweetener content is expected to be posted in January on FamilyDoctor.org. The content will address sugar-free alternatives to help patients make better choices.

In addition to creating content for FamilyDoctor.org, the Academy will work with Consumer Alliance partners to develop innovative programs and materials to educate consumers and health professionals about enhancing food and beverage selections, boosting physical activity, achieving emotional well-being, and promoting other aspects of a healthy and balanced lifestyle.

The Consumer Alliance program also will create a new source of funding for AAFP, which, in recent years, has broadened its search for funding outside the pharmaceutical industry.

"We've made a conscious effort to diversify our sources of revenue," Heim said. "This is the first of what we hope will be many Consumer Alliance agreements. We're looking across a broad spectrum. This is just our initial partnership."

That broad spectrum, she said, could include food, lifestyle and apparel products.

Heim said the partnerships will not include an AAFP endorsement of any brand, product or service, and the Academy will maintain editorial control of all materials related to the partnerships.