The objective of this study was to determine the reaction of middle/junior high school principals to the implementation of the Texas School Nutrition Policy. Twenty‐three school principals and one assistant principal from Texas were interviewed via phone using a semi‐structured, in‐depth question format. The interviews were audio taped then transcribed verbatim. Two researchers independently analyzed interviews using qualitative methods. A third researcher identified corroboration. Half of the principals liked the policy, four viewed it as ineffective, two did not like it, and three felt neutral. Most (70%) principals indicated that students did not like the policy initially but they adjusted. The main change schools made to comply was to modify vending machine content and accessibility. The main problem encountered was food brought into the school. Suggestions for changes were divided between wanting a stricter policy with more emphasis on nutritious foods in schools and wanting fewer restrictions such as allowing flexibility for parties and using food for rewards. Half of the schools realized a negative financial impact, mainly with fundraising. One theme to emerge was a need to define the role of parents versus schools in promoting healthful food choices. A second theme that surfaced was to improve communication of policy regulations and benefits to children and other stakeholders.