High Fructose Corn Syrup Ads and Evaluating Information
by Gena Haskett

The Corn Refiners Association currently has two TV commercials abut the consumption of High Fructose Corn Syrup (HFCS).  In this commercial we view a backyard party where two moms get to talking.


You can also view the ads at SweetSurprise.com set that was created to support the ad campaign.

Let me say to the food producers and refiners of American that I am quiet capable of expressing why I chose not to eat certain food products. I tend to use full sentences like “I don’t like the taste.”, “I don’t trust how it is made” or “When I eat that particular food I get a headache.”

The commercials are insulting and really underestimate the growing national concerns about the quality and safety of food products. That is how I feel. However I also need to find the facts to back up my feelings and perceptions.

So what I want to attempt to convey is a simplified way to research and learn about a product I only know from a consumer standpoint.

Questions and Identifying Sources

I start with my questions. My questions might be different from yours; you might know more about HFCS than I do. These are questions that I have from viewing the commercials.

  • Is it a natural product? Is eating HFCS harmful?
  • Why are they doing this now? HFCS has been on the market since the 1970s.
  • How do I eat HFCS products in moderation?

When you start to look for information you want to get as close as you can to the primary source as possible. In this case the primary source happens to be the creator of the commercials.

(Note to Science folks, I know this means something different in your terminology but I’m going for a concept and I’m on the Library/Information Studies side of the fence.)

Now certainly I’m going to review the Sweet Surprise web site. At the FAQ page there is a list of statements made to support their belief that HFCS is a natural product, comparing the refinement to sugar and honey. There is also HFCS Facts http://www.hfcsfacts.com and the Corn Refiners Association at http://www.corn.org that gives the actual process in making HFCS:

High fructose corn sweeteners begin with enzymes which isomerize dextrose to produce a 42 percent fructose syrup. By passing 42-HFCS through a column which retains fructose, refiners draw off 90 percent HFCS and blend it with 42-HFCS to make a third syrup, 55-HFCS. Further processing produces crystalline fructose.

Yeah, that sounds like it was plucked off the tree. I also learn that Americans are consuming at least 42 pounds of HFCS per year according to the Corn Refiners Association Web site.

Secondary Sources

Next I want to find secondary sources that take the information provided and evaluates, support or refute the claims and statements. At this point I’m looking for nutritionists, dietitians, scientists and similar authoritative sources.

Everybody Into The Pool

In this final stage I’m looking for folks that have a stake about the topic. I’m a little more open so I want to find those people that have health issues such as diabetics, food allergies, or those folks that are required or choice to be on a low carbohydrate diet. Also I want to hear from others that have something to say about the topic.

So I am reading an article from Lazslo Pentek, a Beekeeper  who has an opinion about HFCS.  Ed Brayton over at Scienceblogs on Government Subsidized Obesity, Debra at The Ethicurean on this specific ad campaign, The Organic Consumers Association article on Corn, Used and Abused.

I’m checking in with food bloggers like The Slow Cook who has thoughts about the FDA switch of allowing HFCS to be called natural when it initially said it was not.  Wannabegreen did a count of the number of  HFCS items in the cupboard. Karina’s Kitchen  writes about Sugar Blues and alternatives to Sugar. Marion Nestle on-going posts on high fructose corn syrup.

I could keep going but my fingers are cramping up.  

My point in doing this was to demonstrate that you can get the information that you need to make an informed decision about a topic. A positive from this silly campaign is the recognition that consumers have the power to let food producers know what they will and will not accept. Information, good. Misinformation, bad.

Is High Fructose Corn Syrup bad? From what I have read there isn’t enough legitimate research done to confirm or disprove. I do know that we are being involuntarily fed way too much sugar in products that we don’t expect to be loaded with sugar. But there is not one single reason for Americans packing on the pounds. There are many and it is a complex topic. However there is enough responsibility to go around that both consumers and food producers need to step up and accept.

That is a rant for another time.

Gena Haskett writes and does eat near the keyboard at Out On The Stoop and PCCLibtech

Submitted by Gena Haskett (view blog) on Wed, 09/10/2008 - 10:57

Comments

 

So, in a sense you could say...

That high fructose corn syrup is natural in the sense that plutonium is natural, in that it is made by bombarding good old natural uranium with neutrons in a nuclear reactor.

;)

 

Other all-natural substances:

radon gas

cyanide

arsenic

lead

mercury

 

I saw one of the ads last night, and I thought it was rather insulting.  Remember the ad from the 80's implying that consuming nutrasweet was just like eating a banana?  Kind of like that. 

In all seriousness, I really appreciate your well-researched response.

Tacoma Mama

Submitted by Tacomamama on Tue, 09/09/2008 - 19:08
 

another good post on this topic

is over at Julie Clawson's blog! 

I love librarians, so thanks for the excellent researching demo! 

 

 

In Between Words

http://jessicaschafer.wordpress.com

Submitted by jessica.schafer on Tue, 09/09/2008 - 22:05
 

I Love Them Too But I'm Not A Librarian (Yet)

I have a certificate from a library paraprofessional program. I have plans to start a Masters of Library Studies program as soon as I find the right place and a bit of extra cash.

Thanks for the feedback folks. I know it is a lot of info but there was a lot of information from a variety of sources.

If you need help finding info you can also use the 24/7 Ask a Librarian network. Just go to your local library online and look for the Ask A Librarian link.

Gena - Out On The Stoop

Submitted by Gena Haskett on Wed, 09/10/2008 - 04:15
 

Thank you for not insulting my intelligence

Thank you for bringing up so much information on this subject. Since we can't get facts from the government or media or advertising, then we must depend on people like you who are willing to provide useful information and not hype.

Someone wrote "I think, therefore I blog" That is certainly true of you. (whomever said that, please let me know)

Mary@Inwomenwetrust.com 

 

Submitted by Mary Clare Hunt on Tue, 09/09/2008 - 22:16
 

We dissected it for a media literacy lesson!

Gena, great post...Since Shaping Youth is a blog about media and marketing's impact on kids, I'll be the first to add that no one seems to be getting riled about the media buy landing square on the heads of the tweenagers in dire need of critical thinking skills in advertising as it is! (8+ runs on ABC Family teen shows)

I ended this post "HFCS Corn Wars: A surprise, but not sweet" http://www.shapingyouth.org/blog/?p=2135 with a bunch of pertinent links to voices on all sides of the issue, and a call to action:

"What can YOU do? THINK for yourself. Act for yourself. Assess the qualitative and quantitative messages. Question
assumptions. Use critical thinking skills in ALL your consumption
(media AND meals!)..."

I'm running a follow-up today with our own health correspondent who is irked by the implication that the RD, MPH crowd is in accord, when they're far from it. Great job, I'll be linking back to your post in my follow up today...And in the spirit of TacomaMama above, I'll add the most pithy comment to the condescending ad tonality I've found so far is: "It's made from corn?" ---So is ethanol and you don't see me ingesting it."

Amy Jussel, Founder/Executive Director

www.ShapingYouth.org

 

Submitted by Shaping Youth on Wed, 09/10/2008 - 08:06
 

I Am Thrilled That You Are Teaching Youngins
About This!

Yes, the more folks we bring attention to advertising mischief the better off we will all live.

I was reaching for one of my favorite beverages in the store today and I read the label again. Because of my research I discovered that "crystalline fructose" is another form of HFCS.

I'm not going to give the brand name but is is a product that implies health if you drink it. It is now on my personal list of no-no's.

Gotta read the labels folks. Thanks so much for your comment.

Gena - Out On The Stoop

Submitted by Gena Haskett on Wed, 09/10/2008 - 14:58
 

Raises hand!

This is an issue that has VERY recently become something I am passionate about.  In feburary I was diagnosed with Poly-Cystic Ovary Syndrome and Insulin Resistance (but pretty close to Syndrome X).  I HAD to start watching what I was eating and was SHOCKED to discover the places HFCS showed up. 

Try finding bread with out it.

My diet HAD to change radically and now-I shop mostly at Whole Foods where there are at least options.

Thanks for the article.

Molly

www.thegirlinthemiddle.com/blog

Submitted by girlinthemiddle on Wed, 09/10/2008 - 08:15
 

Absurd - the commercial, Amazing - your post

I've been livid about this new ad campaign from the refiners association since it came out, and I'm glad the outrage against it is picking up more and more steam. It's always refreshing to see that even big money and a marketing budget can't fool American women (or hopefully women anywhere!) I've started some other discussion on this topic elsewhere for people looking for more information: Dear HFCS, please get out of US colas. Thanks, America.

 

Clare Ondrey

Stirring and Whirring

cooking, writing, and anything that comes along

Submitted by clare.ondrey on Wed, 09/10/2008 - 09:31
 

Thank You!

First, very well written, I love how you (and the other ladies reading this) demand to not be insulted by simple media ploys. My husband and I have managed to more or less cut the stuff out of our diets. It's taken over a year, but we feel healthier and more energetic, but we haven't necessarily lost any weight (though we may be a bit biased!). Molly, Brownberry makes a huge selection of breads, none of which contain HFCS! They are a bit more pricey, but can be found at most grocery stores (if you hadn't found it already!).

 www.katelynsfood.blogspot.com

Submitted by KatelynsFood on Wed, 09/10/2008 - 10:46
 

Thanks

I have bought it in the past and it is pretty good stuff.  I also have to watch wheat and sugar and honey and anything else that tastes good.

Some days I joke that a green bean and broccoli (but not to much) is all I am allowed.

:)

Molly

www.thegirlinthemiddle.com/blog

Submitted by girlinthemiddle on Wed, 09/10/2008 - 10:51
 

Very Valuable Information

Hi Gena,

Thanks for illustrating in such an excellent way, how there is information out there if we chose to look for it, but we have to be well aware of who we're getting our information from. 

We modern day media consumers have to be extremely vigilant to keep from being snowed by manufacturers.

I totally agree that reading labels is a must.

Megan Smith
BlogHer Contributing Editor, TV/YouTube
Megan's Minute: Quirky Commentary Around The Clock

Submitted by Megan Smith on Wed, 09/10/2008 - 17:56
 

Thanks for this

What a well-written, thoughtful and wise post.  When I began seeing the ads, I knew that Michael Pollan's book and the words of many others were coming through. 

I have become justifiably suspicious when anything begins to just show up and be added.  Have you noticed how much Splenda is added to so many products?  My husband and I have had a time avoiding it although at least they put the logo on front.

One of the things that Michael Pollan writes in In Defense of Food is that we should only eat things with a few ingredients.  I bring this up because I became a bit suspicious when soy was being touted a lot.  I'd read a small article in the daily paper about genetically altered soy bean being accidentally introduced into the food supply.  Plus, I started seeing all these supposedly good for you soy products that had too many ingredients.  Look at a Morningstar Farms package of breakfast sausaged and the ingredient list is staggering.  (I've never understood why anyone would want imitation meat if one is a vegetarian.)

I don't believe there's anything wrong with having a little honey or sugar in one's bowl now and again.  High fructose corn syrup (something I can't find at the store to cook with BTW which also makes it suspect to me) is definitely on my list to avoid.

Thanks, again.

blog.candelariasilva.com

Good and plenty!

Submitted by Candelaria Silva on Wed, 09/10/2008 - 20:03
 

fanastic post!

My husband and I first noticed these commericals run during the conventions, and paused the TV, rewound, and watched a few times in a row. We were flabbergasted. Although not a purist household, avoiding HFCS is definitely something we strive for. The idea of pumping kids full of sugar, "natural" or not, and sending them out the door to school makes my back itch. I am such that I make sure a lean protein balances out the fruit...

I love that the "paid for by the corn growers association" is written in white letters at the bottom. No, really?! ugh. I hate the assumption that we are all sheep. Hate it.

A Year of CrockPotting

Submitted by A Year of CrockPotting on Thu, 09/11/2008 - 04:12
 

Pulling the Corn Over Our Eyes

Thank you for calling the media on pulling the corn, I mean wool, over our eyes.  A few years ago, my son developed an intolerance to corn.  That meant we had to cut corn completely out of our diet.  You would be SHOCKED to see where HFCS shows up.  Soup.  Whole wheat bread.  It is in everything and we, as Americans, eat a TON of it.  This is a product that was not in existence 50 years ago.  The truth is that we have no idea what the long term health effects are.

We do know that due to governmental subsidies, more and more corn is grown every year and something has got to be done with it.  It is being fed to us.  Marketers are convincing us to eat far more calories - much of it from HFCS - than we need.  Hence, the obesity epidemic, the diabetes epidemic, and so on.

These kinds of commercials shock me and I'm glad you corned, I mean, called them on it.

 

www.greenbeandreams.blogspot.com

Submitted by Green Bean Dreams on Thu, 09/11/2008 - 08:14
 

Right on!

It is in everything! I have  to look at every ingredient and I can not believe the stuff it is in...bread as a preservative, I guess, but salad dressing and barbecue sauce and ... well, just about everything?! Come on! And I haate when it says "all natural" on the label, you turn it around and it says "HFCS"...what?!

 

Jonny Mommy

Mother of one; wife of one; owned by 1 dog and three cats

Submitted by jonnymommy on Fri, 09/12/2008 - 06:46
 

I had not seen the commercials, thanks!

I had not seen the commercials, did not know they were out there, thank you for bringing that to my attention. I have been actively avoiding HFCS for a while now, I appreciate all the research that you presented!

http://ConscientiousConfusion.blogspot.com

Submitted by ynnej on Thu, 09/11/2008 - 14:42
 

Hurray for librarians (and future
librarians)!

My husband is a librarian and loves to do this kind of research.  Yes, HFCS is an important topic, but it's also just one of the many that folks need to learn to research.  Thanks for the demonstration.

Beth Terry http://www.fakeplasticfish.com

Submitted by bethfly on Thu, 09/11/2008 - 15:55
 

This post is so awesome.

I can't wait to go through all these links.

One personal story, I always look through all the wheat bread for one that doesn't have HFCS - because hello, I don't need my bread sweetened, thanks. When I found a winner last time I was shopping, I noticed that the whole wheat loaf in my hand was significantly heavier than the other loaves I'd picked up. It had more wheaty heft, and it is tasty and HFCS-free!

Liz Rizzo

I blog at Everyday Goddess.

Submitted by Liz Rizzo on Thu, 09/11/2008 - 22:17
 

You rock the research Casbah!

Not only is this a beautiful reminder of the value of research, but it also points out that women aren't morons that just jump onto the latest conspiracy email.

 I am soooo linking to this!

 

Christine

www.welcometomybrain.net

Submitted by christinemoers on Fri, 09/12/2008 - 05:29
 

GreatGreat article

I  have actually discovered that I have an intolerance to corn syrup and that eventually it makes me throw up. Sorry for the extra information. But here is the thing if it isn't the high fructose corn syrup then why is it that regular "corn syrup" doesn't bother me the way HFCS does? It isn't natural at all in my opinion and I specifically look for things that do not have it in it to feed my child.

 

 

Thanks for this informative article!

Jonny Mommy

Mother of one; wife of one; owned by 1 dog and three cats

 

I am  

Submitted by jonnymommy on Fri, 09/12/2008 - 06:43
 

Love this post!

This is a great post!  I've linked to it on my blog: A Life Less Sweet.  Hoping that this ad campaign doesn't work, but I'm afraid that there are more people who want to believe that everything is sunshine and roses and there is no need to strive to eat better.

Submitted by less.sweet on Fri, 09/12/2008 - 08:16
 

No, Really This Is A Good Thing!

CRA created this campaign because consumers do not want to eat this stuff and are frustrated by the lack of available substitutions. They are voting with their wallets.

The supermarkets are paying attention, the manufactures of food products are paying attention. This is textbook PR activity. Except the rules have changed.

Gena - Out On The Stoop

Submitted by Gena Haskett on Fri, 09/12/2008 - 17:40
 

interesting subject

Thanks for posting this information. 

I for one have heard over and over again for many years that HFCS is one of the worst things you can eat and yet it is everything.  One of the main reasons it is considered bad is because it is a very high dose of sugar that leaves you craving more and could be one of the major causes to the obesity problem in the US.  Read this for some more info: http://www.realage.com/ct/tips/3124

Once you start reading labels you see that HFCS is in everything from ketchup to some whole wheat breads. I personally do not want to eat it and read every label. I do not buy anything includes it.  Another thing that is weird is in Europe products are not made with HFCS, for instance Coca-Cola in America has HFCS, but in England it is made with regular sugar.  Why is that? Do some research on corn production and big business in the USA. 

Submitted by alisonk74 on Fri, 09/12/2008 - 10:51
 

Well I Can Answer That One - It Involves The
Government

There is a U.S. government subsidy on the production of corn. We make too much of it and the U.S. pays agro-businesses (and some small family farms) to grow corn.

Now in a so-called capitalists, free will, free market system that is not supposed to happen. But it does.

When in doubt, follow the money.

Gena - Out On The Stoop

Submitted by Gena Haskett on Fri, 09/12/2008 - 17:25
 

Well done, as always!

I'm going to share this post with some of my colleagues who teach academic writing. A beautiful demonstration of what it means to think critically. Thanks, Gena!

Kim
BlogHer Contributing Editor|Professor Kim|

Submitted by Kim Pearson on Fri, 09/12/2008 - 11:24
 

HFCS

Great post, I agree 100%. I recently wrote a post on the commercials as well, voicing my opinions on how silly they are. If you are interested, you can check out my comments at:

http://livewell360.com/2008/09/high-fructose-corn-syrup-for-president/

 

Sheila

http://www.livewell360.com

Submitted by LiveWell360 on Sat, 09/13/2008 - 06:42
 

Are The Corn Refiners Running Scared?

While I am completely disgusted by these ads, the optimist in me wants to believe the Corn Refiners Association is forced to spend ad dollars on this campaign because they are beginning to feel the pinch from consumers.  I would like to believe that with all the information out there regarding HFCS potential risks and due to blogs like yours, there is growing consumer awareness and criticism for the use of HFCS in our food products.  We need to stay united in our efforts for healthier food products for our families and let these companies know that no matter how stupid they try to make us look we will not bite.

Thanks for your info.

Nancy

http://www.theeducatedplate.com

Submitted by theducatedplate on Mon, 09/22/2008 - 08:09
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