Why do we need Measure Z?
Healthy communities contribute to healthier lives, and together, we can build a thriving, vibrant community for all. In Santa Cruz, we’re proud of our beautiful parks, beaches, and open spaces and committed to keeping them safe and enjoyable for everyone. Measure Z could help provide the funding that can be used for maintaining what makes Santa Cruz such a special place to live.
What is Measure Z?
Put simply and truthfully, Measure Z is a 2¢ per ounce tax on sugary drinks during distribution and only on sugary drinks that are known to harm our health — products for necessary, everyday items like dairy products, baby formulas, and medical purchases are exempt. Measure Z is a tax on the soda industry, not groceries or grocers – don’t let big soda fool you.
What will Measure Z help fund?
Voting Yes on Z could help drive funds towards community priorities, such as:
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Improving and maintaining neighborhood parks, beaches, and open spaces
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Providing safe routes to school
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Expanding programs for children and seniors
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Promoting bike and pedestrian safety
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Investing in resources for youth mental health
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Supporting health initiatives
How can I be sure funds from Measure Z will be spent properly?
By law, every penny of Measure Z stays here in Santa Cruz, directly benefiting essential city services and enhancing quality of life to align with Santa Cruz’s commitment to healthy living. It includes a community advisory board made up of individuals from health, education, parks and recreation, and youth serving sectors/organizations and will ensure local oversight and accountability.
Will this hurt small businesses?
No. In fact, Measure Z is supported by many local small businesses right here in Santa Cruz. More than two-thirds of small businesses in Santa Cruz qualify for an exemption from Measure Z, meaning they won’t pay a single penny in additional taxes. Only businesses who make more than half a million dollars annually will be subject to the extra few cents per ounce from Measure Z.
What is the track record of sugary drink measures like Measure Z?
Measure Z follows a strong record of successful measures for other local communities that have generated millions of dollars in locally controlled funding and promoted healthier living. Voters in San Francisco, Berkeley, and Albany have invested millions back into their communities through similar initiatives. They have been proven to be a legally-viable, effective and modest solutions to provide locally controlled funding and better public health outcomes in many Bay Area and California communities.
Will Measure Z increase my property taxes or affect my essential grocery bills?
No, but our opponents want you to think otherwise. The multi-billion-dollar beverage companies are using a time-honored tactic of taking a lie that Measure Z is a ‘grocery tax’ and saying it loud enough and enough times that people think it’s true. But, the wording of Measure Z is crystal clear – it’s levied only on distributors of sugary drinks, and not on grocers or groceries.
Is the Soda Industry the Next Big Tobacco?
We don’t know, but they sure seem like they’re afraid of becoming the next Big Tobacco! We don’t know how else to explain their desire to spend a million dollars in tiny Santa Cruz to fight against a couple of pennies that will help beaches, parks, and kids.
Besides providing millions in annual local funding for our beaches, parks and kids, does Measure Z have any public health benefits?
Yes! Diabetes, obesity, and tooth decay have been on the rise for decades. Sugary drinks, including soda, are the greatest source of added sugar in the American diet. Measure Z helps take a huge step forward for a healthier Santa Cruz — especially for our children — by focusing solely on soda and other sugary drinks.
Is Measure Z a tax at the register?
No, Measure is not a tax that everyone has to pay at the register, or on your bill. The distributor is the only one paying the tax directly.
Does Measure Z apply to all drinks?
No — in fact, the vast majority of drink purchases won’t be affected by Measure Z at all. Measure Z only applies to high-calorie, low-nutrition products, such as sugary sodas, sports drinks, energy drinks, sugar-infused juice drinks and artificially-sweetened products.
Are any drinks exempt from Measure Z?
Yes — most of them! Water, milk, 100% juice drinks, alcohol, baby formula, diet supplements, and medicinal liquids — like Ensure — are all exempt
What specific health outcomes have resulted from other measures like Measure Z?
The facts speak for themselves. Research conducted by UC Berkeley research has shown a 33% decline in the purchase and consumption of sugar-sweetened beverages, which have been directly linked to diabetes, obesity and tooth decay. Kaiser Foundation research points to lowered obesity among youth in cities with similar measures. Measure Z leverages these same findings and best practices to contribute to positive health outcomes for Santa Cruz, while securing much-needed revenue for our parks, beaches and kids in the process.
Does Measure Z affect essential purchases?
No. Measure Z includes exemptions for necessary, everyday items like dairy products, baby formulas, and medical purchases.
Isn’t this regressive and hurts those that can least afford it?
No, but ironically, our billionaire opposition wants you to think that it is so that they can protect their bottom line. Here’s the reality: by law, Measure Z will not increase the cost of medicine, groceries, or other essential items that people rely on daily. It includes exemptions for necessities, ensuring that the burden does not fall on those least able to afford it. The funding generated by Measure Z will directly support city services that benefit our most vulnerable populations, including seniors on fixed incomes, children, and working families.
How can I get involved or learn more about Measure Z?
Our campaign is a grassroots organization of parents, teachers and other community leaders dedicated to passing Measure Z. Some ways you can help pass Measure Z include donating to the campaign, displaying a Yes on Z lawn sign at your home and adding your name to our list of Measure Z supporters!
Measure Z FAQ
