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This article is more than 2 years old. This small town in Mexico is addicted to Coca-Cola. It also grapples with a deadly disease. Mexicans are the biggest consumers of sugary drinks in the world. For one small town Coca-Cola is king, but its obsession with the fizzy drink is having dire health consequences. Published 6 September am. Image: Mexicans are the biggest consumers of sugary drinks in the world. Key Points Nobody in the world drinks more Coca-Cola and other fizzy drinks than the residents of Chiapas. But this obsession with the fizzy drink is having dire health consequences. Consequently, Mexico is facing an obesity epidemic and in Chiapas, health officials have declared a diabetes emergency. They also had diabetes. As a musician, Pedro is often called to play at the funerals of residents who have died too young. Pedro's brother, Roberto, could be having a diabetic emergency. In Chiapas, which has a population of 5. Type 2 diabetes is the most common form of diabetes. Though is it unknown as to whether excess sugar is the main cause, a person is more likely to be diagnosed if they are overweight. Obesity levels in this Mexican state are high, and are linked to the consumption of high-calorie sugary drinks. She sells around fifty crates a month. Her perspective on the origins of diabetes differs to the scientific and medical reasoning due to her religious beliefs. When we scold each other, when we yell at each other, it turns into diabetes. I have drunk and eaten plenty of soda, liquor, beer and chicken. A religious ceremony involving bottles of Coca-Cola. Why such a large consumption? With a growing population, safe drinking water is becoming increasingly scarce in a town where some neighbourhoods have running water just a few times a week. So, many residents drink Coke produced by a local bottling plant. The beverage can be easier to find than bottled water and is almost as cheap. The plant is owned by Femsa, a food and beverage conglomerate that owns the rights to bottle and sell Coca-Cola throughout much of Latin America. The owners are allowed to extract more than 1. Doctor Marcos Arana is campaigning against the power and influence of Coca-Cola. The city has grown a lot and there is a greater demand for water now. It says it understands water is a vital shared resource and has been investing in conservation projects for over a decade. The company gets its water from deep underground wells, but the drinking water people rely on comes from overground springs. This sample shows E-coli is present in the town's drinking water supply. In , an estimated 14 million adults in Mexico were living with diabetes with a rise of 10 per cent in the last two years. Almost half of those living with the disease were undiagnosed. To combat the health emergency, Mexico introduced a sugar tax in of around a 10 per cent increase in price on any non-alcoholic drink containing added sugar After the first two years of the tax, Mexico saw an estimated 7. Since its introduction, a global momentum for this form of fiscal policy has been building, especially in Australia. Earlier this year, the Australia Medical Association AMA launched the SicklySweet campaign , which suggested a tax of 40 cents per grams of sugar, reducing sugar consumption of sweet drinks by 12 to 18 per cent. The AMA says Australians drink more than 2. Maria Ton runs a shop that sells Coca-Cola. In Mexico, Coca-Cola had been around for decades before it started booming in popularity. This shift happened in the late s when one of its delivery workers, Vincente Fox, rose through the ranks to become president of the company in and eventually president of Mexico in Since its spike in popularity, Coca-Cola has become ingrained in culture. Maria buys two crates of Coca-Cola a week. Follow SBS News. Download our apps. SBS News. SBS Audio. SBS On Demand. Listen to our podcasts. SBS News Update. An overview of the day's top stories from SBS News. Interviews and feature reports from SBS News. SBS On the Money. A daily five minute news wrap for English learners and people with disability. Get the latest with our News podcasts on your favourite podcast apps. Watch on SBS. Take a global view with Australia's most comprehensive world news service. Watch now. Watch the latest news videos from Australia and across the world.
Coca-Cola doesn't literally flow from the taps in the Mexican town of San Cristobal de Las Casas, but critics say the local bottling plant.
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In Los Altos, Chiapas, Coke has become a key part of indigenous ceremonies as well as a staple source of hydration. The photographer Diana Bagnoli visited the region to see the effect of this trend on public health. T o enter the highlands of Chiapas, in southern Mexico, is to enter a world of vibrant indigenous culture, breathtaking natural beauty, entrenched racism and grinding poverty. It is also to enter the territory of Coca-Cola. The signs are everywhere. Red trucks emblazoned with the curly white logo are familiar sights in towns and far-flung villages and on the winding, mist-shrouded mountain roads that connect them. Coca-Cola fridges occupy the most visible spots in most corner shops, while billboard adverts are so widespread they often end up as building materials for the very poor. No gathering to celebrate a birth, a marriage or a patron saint is considered complete without Coke for the guests. Strikingly, Coca-Cola has become an integral part of indigenous religious observance and healing ceremonies, which are often intertwined with the Catholic pantheon but operate autonomously from the church. A bottle of Coke, believed to feed the good spirits and help the sick, is today as central a feature of many public and private rituals as incense, candles and sacrificial chickens. Coca-Cola has become so intertwined with the local culture that is part of spiritual ceremonies such as this one in Tenejapa. Pascuala is a pulsadora , a type of healer. Several years ago she started using Coke in her ceremonies. But the intertwining of Coca-Cola with local tradition in Los Altos has contributed to the rise of a health emergency that activists accuse authorities of not taking seriously enough. Type-2 diabetes is now firmly established as the biggest killer in the region, according to a study of death certificates between and in three municipalities. Jaime Page, a medical anthropologist who carried out the study, says the government has sought to keep diabetes mortality out of official statistics to avoid looking bad. Other health problems related to excessive sugar consumption, such as tooth decay, are also rampant. Sanando Heridas is a free and itinerant healthcare system for indigenous people. Rosa is pregnant and has comes to check on the baby and her glucose level. The story of how Coca-Cola became so deeply embedded in this verdant land of age-old traditions and minimal disposable income goes back to the s when local indigenous leaders, with state backing, began accumulating power in religious, social and economic spheres. This included taking control of the concessions for the distribution of Coca-Cola and, initially, Pepsi too. Paige says this happened at the same time as evangelical churches were making inroads in the area and pressuring indigenous communities to stop drinking alcohol. This combination led indigenous religious leaders to start substituting Coca-Cola for the local firewater, called pox , which they had long used to feed the spirits in their rituals. Healers at the church use soft drinks instead of the traditional pox , a very alcoholic drink prohibited by the Catholic church. The seal of celestial approval not only helped create a belief that Coca-Cola had the power to heal but also fuelled its march to becoming a symbol of social status and good hospitality. On more prosaic terrain, Coke also began to replace a traditional drink made of fermented corn dough, called pozol , which was once the main way peasants topped up their energy during long days in the fields. Today they are much more likely to reach for a sugar-packed soft drink. The plant today supplies much of the south of Mexico, and it has always paid particular attention to the local market. Marketing strategies have included huge billboards with smiling indigenous models, religious references and slogans written in indigenous languages, as well as the proliferation of points of sale no matter how small the volumes shifted. Arana says the addiction starts ever earlier. As in most of Mexico, clean drinking water is not generally available even to those who can count on running water in their homes, which means many turn to soft drinks for basic hydration. The irony of this is clear in an area known for its constant downpours and abundant springs, such as the one that attracted the Coca-Cola bottling company. A well that extracts fresh water from a volcano basin. The activists allege this has been possible in part because Coca-Cola has friends in high political places. It all adds up to a perfect storm of sugar-related health issues in Los Altos. View image in fullscreen. Reuse this content. Most viewed.
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Residents of San Cristóbal and the lush highlands that envelop the city drink on average more than two liters, or more than half a gallon, of soda a day.
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It soon became cheaper to buy coke in the country. In , Mexico surpassed the United States for the country's title with the highest per.
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