Big food companies have long pushed for personal responsibility among consumers—the idea that, given the right information, most people can regulate their own diet and make good choices.

Take McDonald’s CEO Don Thompson. According to him, the mega-corporation hopes to, “use our size and scale around the world to help educate, empower, and encourage our customers to make informed choices so they can live a balanced, healthy lifestyle.” Coca-Cola and the American Beverage Association’s new public awareness campaign and accompanying Mixify website is another good example. They’re aimed at educating the soda-drinking audience with a “calories in, calories out” message to prevent obesity.

Tactics like this have always been the food and beverage industry’s preferred solution—especially when faced with possible regulation. Why, then, are so many prominent food and beverage industry leaders railing against the U.S. Food & Drug Administration’s (FDA) new menu labeling rule?

Here’s are some recent statements by major players in the food and beverage industry vowing to pressure Congress to walk back the final menu labeling rule:

    “NGA will continue to work with Congress to pass bipartisan legislation to address this regulatory overreach.” ~ National Grocers Association CEO Peter Larkin

    “… The unintended consequence is a lot less fresh, healthy, minimally processed food offerings unless Congress fixes this overreach.” ~ Food Marketing Institute Government Relations Director Robert Rosado

    [FDA has] “clearly gone beyond Congressional intent…It is now up to the bipartisan, bicameral opponents of this regulatory overreach to enact legislation…” ~ The National Association of Convenience Stores

What these companies and trade groups seem to understand is that many educated consumers will opt for healthier food. And that’s not always good for their bottom lines.

In spite of threats by disgruntled food and beverage makers, who would prefer to keep their calorie counts a secret, the final rule is a huge win for consumers.

It mandates calorie labeling on menus and menu boards for food and drinks (including alcohol) sold at chain restaurants and other similar food establishments. Vending machine operators who own or operate 20 or more machines must also post calorie counts.