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May 27, 2005/Iyar 18 5765, Volume 57, No. 39
'Subway dude' arms kids in fight against obesity
TERRY J. RATNER
Special to Jewish News
Jeff Weckstein wears a black visor with the word "Subway" printed across the center. He walks across the playground at Cave Creek's Sonora Trails Middle School carrying a large white cooler filled with assorted cold cuts, condiments, vegetables, cheeses, white buns, cookies and juice boxes. A 13-year-old boy standing with his three friends turns to wave. "Hey, man, it's the Subway dude."
Weckstein, owner of two Subway franchises, and school nutritionist Julie Young have teamed up to teach children nutritional tips. Their class isn't a traditional one - but instead a "hands-on experience."
In a seventh-grade classroom, 30 pairs of hands are held out, palms up, waiting for a squirt of sanitary lotion. While rubbing her palms together, a ponytailed girl wants to know how many minutes it takes to wash both hands. Weckstein replies, "As long as it takes for you to sing Happy Birthday twice." This is wisdom from his childhood that he's never forgotten.
Weckstein passes out clear gloves to the children. He dons a pair of large latex gloves while explaining the importance of cleanliness. "We must all be careful about our hands. Washing before serving food is an important part of nutrition."
The children become sandwich artists as they learn about nutrients. The food is laid out buffet style, and Weckstein hands each child a sliced white bun on a paper plate. The children walk along the food line, pointing and laughing as they pass their favorite toppings, holding their noses when they spot sliced onions. Then the children design their own heart-healthy lunch and listen as Young and Weckstein explain each ingredient and what it can do for the body. "Balanced nutrition is the key to staying healthy," Weckstein says.
Before working at Subway, Weckstein waited on tables at Eddie V's restaurant in Scottsdale. That's where he met the superintendent of Cave Creek Schools. Weckstein approached him in 2004 about teaching nutritional education in the classroom. They exchanged e-mails, and the rest is history.
Weckstein doesn't just teach nutrition; he also developed "dual marketing" within the schools. He brought Subway sandwiches into high schools and middle schools in Cave Creek and devised a marketing plan - one that provides healthy lunches for children and a strategic business move for Subway.
Teachers hand out colorful honor certificates to children who excel in class or exhibit good behavior. They're rewarded with a six-inch sub sandwich and a small soft drink. Sometimes Weckstein allows a student to go behind the counter and concoct his or her own sandwich. "That's only when the store is empty," says Weckstein. "The student shows off his knowledge of nutrition and safety habits. It's good for the community, the teachers, and of course the child feels good about his accomplishments."
The classroom nutrition program, offered by Weckstein, is all about choice. A blue and red poster featuring the food pyramid hangs alongside the blackboard. The children ask questions as they build their sandwiches. One young man with eyeglasses wants to know if a tomato is a fruit or a vegetable. Young tells him that tomatoes can be fruits or vegetables. Weckstein agrees and says it's all about choosing the right foods. He cracks a grin, holds up one of his oatmeal cookies and says, "Even sweets are good, as long as you eat them in moderation."
Weckstein believes everyone has a choice in life and not everyone chooses well. He watches a boy with blond curls smacking his lips, enjoying his meal. As Weckstein packs up his cooler, the boy waves and says, "Way cool, dude. Eat fresh."
Terry J. Ratner is a freelance writer in Phoenix.
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