I think one of the things that struck me as well is that, even if crap food is being served at schools there are clearly 2 other areas that need help as well. I mean, according to the JO show, a whole class of kids didn't know what celery looked like.
So first is at home - parents either won't or can't make the right choices.
Second is back in the schools. As I've said, i don't recall my school hot lunches that well since I rarely had them. I do know, however, that they weren't that stellar and that especially in high school, lots of junk (cakes, cookies, etc) was available. That said, we also had 'health' classes in middle school. It was part of the county curriculum. This weekly class covered everything from sex ed to 'teen stress' to healthy eating. And I'm quite certain that we all, even the poorest of us, knew what celery looked like.
Here's another 'TV chef's' take on his kids lunch box (interestingly, he lives in Dorset and it appears that school lunches are not provided at all!).
http://observer.guardian.co.uk/foodmonthly/story/0,,1388934,00.html