The FMI is trying to force the point that voluntary means mandatory. Simply dropping English units on a label will mean that the product size will switch from a rounded English size to a rounded metric size. I wonder how the FMI claim is viewed by them with the multitude of rounded metric products already in existence, especially the popular 2 liter soda bottle you mention.
Shouldn't they be insisting that soda pop producers change to a 2 quart bottle simply because the consumer can't compare 67.6 oz of soda with 12 oz of cans of soda pop? Even if they did, the comparison would not be easy as 2 quarts is equal to 5 1/3 12 oz cans. The FMI is also insisting that metric only labels will mean products will change to rounded metric sizes affecting everything including the size of the kitchen sink. Yet, they seem to ignore the number of rounded metric products that exist even with the requirement to dual label. Paul, how many people really know how to compare English sizes? Maybe they don't know that 2 L is equal to 8 x 250 mL, but do they know that 2 quarts is equal to 8 x 8 oz? Jerry ________________________________ From: Paul Trusten <[email protected]> To: U.S. Metric Association <[email protected]> Sent: Thursday, February 19, 2009 10:57:03 AM Subject: [USMA:43081] consumer education on the metric system FMI claims that the American public does not understand the metric system and is not demanding metric products. I think there is some truth to this claim. Although the U.S. public has taken to metric soft drinks (and hard drinks, too) , it remains to be seen if the average U.S. shopper understands, upon inspection, how, for example, a 1 L bottle relates to a 500 mL bottle or a 750 mL bottle. Now, you and I on this list laugh at such a statement, because we have made this understanding of metric units as instinctive as cents relate to dollars. But FMI is talking about the average consumer who, under the FPLA amendment, suddenly will be faced with labeling, shelf tags, and advertising in metric units only, and will have to make a purchase based upon metric-only labeling. Its point that numerous questions will be handed to store personnel is a valid one (I speak here from personal experience as a retail pharmacist over the years, when any consumer-product issue comes up from behind and taps the public on the shoulder) . We must face the fact that Americans are generally not taught or oriented to using, and comparing, metric units. Buying a 2 L bottle of Coke is one thing, but really processing that measurement information is another. Does the average shopper know that 2 L = 2000 mL, and can (s)he yet quickly and easily relate a 2 L bottle to a 250 mL bottle? I don't think so. I say we need to work to change that. We who extol the advantages of metric need to educate our fellow Americans on features, and the virtues the metric system. This just isn't common knowledge yet in America. Developing a plan for consumer metric education is going to be a top priority for me at USMA in the coming months. We can accomplish two things with mass consumer education: to reduce any possible public confusion over metric units, and also to sell the decimal advantage of metric. Paul Trusten, R.Ph. Public Relations Director U.S. Metric Association, Inc. www.metric.org 3609 Caldera Blvd. Apt. 122 Midland TX 79707-2872 US +1(432)528-7724 [email protected]
