Politics, government and public life for Southern California

El Monte Measure H soda tax proposal draws $1.3 million response from beverage industry

No on Measure H campaign video

No on Measure H website

The American Beverage Association has put $1.3 million into the campaign to oppose Measure H, a proposed penny-per-ounce tax on sweetened drinks sold in the city of El Monte. This image is from a campaign video, depicting the charge that would be imposed on a gallon jug of sweetened juice drink.

The modest campaign for El Monte's Measure H, a proposal to add a penny-per-ounce tax to soda sales, is drowning in a deluge of ads paid for by the soft drink industry.

The American Beverage Association, which represents the soft drink industry, has spent some $1.3 million to oppose the tax issue the El Monte City Council placed on the Nov. 6 ballot in hopes of balancing the city budget and fund anti-crime and wellness program.

Mayor Andre Quintero said he expects more to be spent in the week remaining before the Nov. 6 election.

"They're spending it on everything," he said. "Every single imaginable tool you can imagine in a campaign arsenal, they have. They have paid walkers, paid callers, they've got a campaign manager, they've got billboards, signs, literature in the mail, polls, tracking polls."