Campaign for an Affordable Santa Cruz Launches Opposition to Measure Z
FOR IMMEDIATE RELEASE
Wednesday, Aug. 28, 2024
Contact: Steve Maviglio
Phone Number: (916) 607-8340
Email Address: steven.maviglio@gmail.com
Illegal Santa Cruz beverage tax could add hundreds of dollars to monthly family grocery budgets and harm small business struggling to survive
SANTA CRUZ, Calif. – A diverse coalition of local small businesses, social justice groups, civic leaders, organized labor and others announced today the launch of the Campaign for an Affordable Santa Cruz to oppose Measure Z, placed on the November ballot by the city council. If approved by voters, Measure Z would add a 2-cent per ounce tax to a variety of beverages, including juice drinks, energy drinks, ice teas, soda, kombucha, coconut water, sports drinks and more.
If passed, this tax would violate the statewide Keep Groceries Affordable Act, which was approved by the state legislature in 2018 with bipartisan majorities. This law was backed by Gov. Jerry Brown and ensured that Californians would not face punishing taxes on their everyday groceries, which harms working families and low-income residents the hardest. Measure Z is illegal and will likely be challenged in court, forcing Santa Cruz taxpayers to pay significant litigation fees with money better spent on true city needs like parks, housing, roads and public safety.
The coalition members of the Campaign for an Affordable Santa Cruz will alert voters across Santa Cruz about the regressive nature of the beverage tax and the dramatic price increases it will bring about. A 2-cent per ounce tax adds up. Some beverages will nearly double in price, significantly increasing grocery bills and risking work hours for employees.
“On behalf of the thousands of our workers across the region, I strongly oppose Santa Cruz’s new beverage tax,” said Tricia Blinstrub, Political Director for Teamsters Joint Council 7. “Workers in the concessions, bottling, delivery, and food distribution industries would be severely impacted, threatening good-paying, family-sustaining jobs and adding hundreds of dollars to our monthly grocery budgets. In other communities where beverage taxes have gone into effect, we have seen major economic disruption as customers shop elsewhere and leave local businesses struggling to survive. We cannot allow this to happen in Santa Cruz."
“Having spent my whole life in Santa Cruz and many years running DJ’s Mini Mart, I’ve seen how tough it can be for small businesses,” said local businesswoman Debbie Bouchard. “Rising costs were always challenging, but this tax potentially feels like another setback for local stores. It’s disheartening to see policies that don’t recognize the real difficulties that mom-and-pop shops face. It’s important to protect local businesses that are a vital part of our community, and that’s why I encourage everyone to vote no on measure Z.”
“What’s being proposed is a regressive tax – one that misses a crucial opportunity to build a cultural movement around healthy living,” said Cheryl Williams, Founding Director of Santa Cruz Black. “Instead of relying on taxation as a deterrent, there should be a focus on community-driven action that positively influences lifestyle choices. This tax effectively becomes a punitive measure that fails to address any of the root causes of healthcare disparities that supporters claim are a priority for our community.”
Studies have shown time and time again that beverage taxes do not improve public health or reduce obesity rates. The tax impacts customers without regard to income level, so is especially harmful to lower-income families and communities of color, as it places a larger share of the tax burden on those who can least afford it.
The coalition is bringing together a wide range of voices in Santa Cruz to make sure residents are fully informed about the negative aspects of the tax before casting their votes. For more information on the coalition, please visit: www.keepscaffordable.com.
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