Have Jacobson's junk-food jihads worked? "Michael's ideas about diet and health were seen as way out there 20 years ago," says former FDA commissioner David Kessler. "Now they are mainstream." Translation: we may be fatter than ever, but at least we are feeling guiltier about it. Jacobson, 57, spits out new initiatives faster than you can say olestra (slapped with a gastrointestinal warning, thanks to C.S.P.I.). He dreams of fast-food outlets listing calories. "I can just see it," he sighs. "Big Mac: 560 calories, $2.19." He's urging a federally funded campaign to promote five daily servings of fruits and vegetables. How likely is that? You won't catch Jacobson saying "Fat chance."

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Name: Michael Jacobson
Why critics are taking note: Bringing the health awareness issues he champions into the mainstream, Jacobson is the nemesis of the multibillion-dollar U.S. food industry
Center for Science in the Public Interest

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About the Series

PHOTOS: Ferran Adria by LAURENT MONLAU‹RAPHO FOR TIME,
Kathleen Finch by JONATHAN SAUNDERS FOR TIME,
Claudia Fleming by CATRINA GENOVESE FOR TIME,
Michael Jacobson by MANUELLO PAGANELLI FOR TIME,
Pat Kuleto by WILLIAM MERCER MCLEOD FOR TIME,
Sheri Schellhaass by DOUG KNUTSON FOR TIME
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