NEW YORK — The lunch ladies loved Marshall Matz. For more than 30 years, he worked the halls and back rooms of Washington for the 55,000 dues-paying members of the School Nutrition Association, the men and still mostly women who run America’s school-lunch programs. They weren’t his firm’s biggest clients — that would have been companies like General Mills or Kraft — but Matz, wry and impish even in his late 60s, lavished the lunch ladies with the kind of respect they didn’t always get in school cafeterias. Many of the association’s members considered him a dear colleague. “He would tell everybody: ‘You are a much better lobbyist than I am. You are how we get things done,’ ” said Dorothy Caldwell, who served a term as the association’s president in the early 1990s. “And people liked that.”
Matz often told the lunch ladies they were front-line warriors in the battle for better eating, and they liked that too. Every school day, they dished out more than 30 million lunches, all of which were subsidized by taxpayers. They also served about 13 million subsidized breakfasts. Many students got more than half their daily calories at school. Few workers, inside the government or out, did more to shape the health of children.
So when Michelle Obama started Let’s Move!, her campaign against child obesity, in 2010, the members of the School Nutrition Association were her natural allies. The average weight of the American child had been climbing at an alarming rate since the 1980s, and now one in three American kids was obese or overweight. One recent study found that by 2030 more than half the adult population would be dangerously overweight, leading to millions of cases of diabetes, stroke and heart disease. Researchers at the Institute of Medicine, meanwhile, were finishing new recommendations to bring