Complicit might be too strong a word to use to describe the role some of the major food corporations have played in the rising global obesity rates. But few would argue that cheap ultra-processed, ready to eat foods delivered curbside deter more expensive healthier choices.

The economics are fairly straight forward. A study by the UK Overseas Development Institute tracking food prices in China, Brazil, South Korea and Mexico from 1990 to 2012 found that, in real terms, the cost of fruit and veg rose 91% while processed foods fell by 20%. Eating healthily in emerging markets is an expensive luxury. Mexico is leading the way taxing junk food and sugar laden soft drinks.

The challenge for Steve Easterbrook, the new McDonald’s President and CEO, is that in his own words “the world has moved faster outside the business than inside”. His goal is to re-align the public perception of McDonald’s burger and fries from being unhealthy choices by promising fresher and more natural ingredients. I’m not convinced he gets it. He needs a complete menu overhaul.

Mom’s are the primary decision maker in what their kids eat. The whole Happy Meal program is based on this assumption. The thing Mom’s love most about McDonald’s is that when you are on the road it’s a quick fix to an increasingly time restricted lifestyle. The drive through is the world’s best. Usually it’s a quicker pit stop than it is for Lewis Hamilton. Give Mom’s healthier choices for their kids. They will pay for it, just ask Chick Fil-A or Chipotle. If the junk food is taxed to where it’s on a price par with a healthy choice, McDonald’s will recover. The money raised from the tax revenue should be used to incentivize the fast food chains to offer healthier choices.

The reality is that the world that moves inside a McDonald’s store is quick. It’s the speed of decision making at HQ that’s disastrously slow. The financial analysts agree as shares have traded down since Mr. Easterbrook announced his plan to turn the company around. Help is at hand however and closer to Mr. Easterbrook than he might imagine.

Jamie Oliver, English celebrity chef known for his global campaign for better food education, healthier school food, is a fellow compatriot of Mr. Easterbrook. Jamie’s Food Revolution Day is encouraging everyone to sign a petition to force all G20 governments to take action to equip future generations with the life skills they need to make healthier, happier and more productive lives.

You can sign the petition here

There’s a cool video to watch as well. Like it, share it and embrace it Mr. Easterbrook.