Getting the balance right
"I love burgers and fries. And I love ice-cream and cake. And so do most kids," the First Lady told ABC, making the point it is all about getting the balance right. She added that no one thinks it is much use the government telling people what to eat.
At the launch itself, the First Lady spoke of a time when she was a working mum, tempted to serve microwave meals and fast food until her doctor warned her of the danger to her children.
Among the measures she announced:
-a voluntary agreement with food companies for clearer labelling on packets
-another voluntary agreement with companies supplying school meals to cut sugar, salt and fat in their foods
-$10bn over ten years to update school meals services and increase the number of children taking them
-$5m to set up more farmers markets
-$400m to bring grocery stores to poor areas.
The president has signed a memorandum which does suggest greater government involvement in the future. It sets up a task force which is chaired by his domestic advisor Melody Barnes and includes the cabinet ministers for health, agriculture, the interior and education.
Their job? To make new recommendations on how to ensure access to healthy, affordable food, especially in schools. The president wants the first part of their plan on his desk within 90 days.