Food and beverage marketing in schools: school superintendents’ perspectives and practices after the healthy, Hunger-Free Kids Act

Objective:Children are surrounded by ubiquitous forms of unhealthy food marketing at home and in schools. The US Department of Agriculture now restricts food and beverage marketing that does not meet Smart Snacks in School standards. School superintendents, as districts’ top administrators, play a critical role in ensuring marketing policies are implemented and adhered to; however, there is limited research involving this stakeholder group. The current study examined superintendents’ perspectives on food marketing in schools and the marketing provision in wellness policies, as well as experiences with the implementation of such policies.Design:Qualitative focus groups and follow-up interviews (with focus group participants) were conducted by trained researchers.Setting:Focus groups occurred at The School Superintendents’ annual meeting; follow-up interviews were over the telephone.Participants:Superintendents and assistant superintendents (n 39) from twenty-three states participated. Interviews were recorded and professionally transcribed; transcripts were team-coded in Atlas.ti using an iteratively revised coding guide to facilitate theme generation.Results:Despite common concerns that marketing to children was ‘insidious’, superintendents reported a wide range of food and beverage marketing policies. In addition, the main issue is fundraising – such as ‘restaurant nights’ – that results in marketing that occurs on- and off-campus and afterschool.Conclusions:Discrepancies between perspectives and practices point to the challenges that superintendents face with budgetary constraints, as well as relationships with parent–teacher organisations. These findings provide important insights about superintendents’ perspectives and challenges, particularly for government and child health advocates supporting school districts, to implement these policies.

Staying close to home: women’s life-choices and the superintendency

Purpose – The purpose of this paper is to examine the importance of lifestyle factors including geographical relocation, accommodation for dual earner careers, and availability of family or non-family domestic help on the career choices of women assistant superintendents and superintendents in school districts in the USA. Women’s access to the superintendency continues to make slow progress, a trend traditionally attributed to gender bias. However, working women increasingly make career choices based on perceptions of lifestyle and domestic responsibilities that may self-limit their access to positions that would further their careers. Design/methodology/approach – The study is set in Pennsylvania, where women occupy 26 percent of superintendents’ positions. Women superintendents and assistant superintendents in 2011-2012 were surveyed regarding their perceptions of the compatibility of the requirements of the position of superintendent with their lifestyle priorities. Findings – The responses of 109 respondents suggest that the importance they attach to lifestyle factors limit the positions to which they apply. Most respondents would not consider family relocation or long commutes to access positions that would further their career goals. Consideration of partners/spouses work and career needs was rated as of high importance in making career decisions, and the respondents managed domestic household themselves with little expectation or recourse to extended family support or paid domestic help. Originality/value – The findings suggest that the current demands and characteristics of the superintendency are at odds with lifestyle preferences of women qualified to hold the position, further exacerbating the effects of gender bias that maintain the lack of gender balance in educational decision making at the local level in the USA.

Examining the Satisfaction of Educational Leaders and Their Intent to Pursue Career Advancement in Public School Administration

This statewide study examined selected demographic characteristics, worklife experiences, and personal issues that influence the satisfaction of administrators (assistant principals, principals, assistant superintendents) and their intent to leave their positions and careers or pursue career advancement in public school administration. The results of this study suggest that this group of school administrators is satisfied with their worklife experiences; however, personal issues and individual demographic characteristics have a major influence on their intent to leave their careers and professions or pursue advancement. Moreover, few intend to pursue public school advancement, with the exception of assistant principals, who are the least qualified and experienced but most willing.