But in an attempt to sway the countries long running negative perception towards high fructose corn syrup (HFCS), the Corn Refiners Association recently launched an 18-month advertising campaign emphasizing that it’s not so bad after all. Perhaps you’ve seen the below television commercials where one character is sprightly enlightened that HFCS is “made from corn, has the same calories as sugar, and is fine in moderation.”
The commercials have definitely got Americans thinking, but ultimately more confused than convinced about the “truth” of HFCS. The campaign has even angered some. Check out this spoof on YouTube.
And it should be questionable. How is it that all of a sudden something we’ve always been told is wrong is suddenly so very right? It’s almost as if the tobacco industry were to put out an ad of someone winning a marathon with a cigarette in each hand.
For this reason, the campaign may have even worked against its intentions, causing less to immediately believe the ads and more to become skeptical about the Corn Refiners Associations motives towards so suddenly defending HFCS.
According to research done by CBS News, the facts presented by the Corn Refiners Association in their campaign are from studies that were funded by the corn and sugar industry itself, such as Pepsi and the American Beverage Association. How convenient! Some wonder whether the Corn Refiners Association is trying to clear the bad reputation of HFCS or if its members are just trying to protect their own. And maybe, dare we ask, their pockets?
For years, many have blamed HFSC and its omnipresence for our countries big, fat obesity problem. An understandable proposition, since belts first began to loosen after the introduction of its extensive use in our food supply around 30 years ago. Today, those four words are a common sight, as it bears its mark on the ingredient list of practically every processed food on grocery store shelves.
This especially has many hung up on the whole “moderation” emphasis in the ads. They’re joking, right? After checking all the labels in your kitchen cabinet, moderation seems pretty impossible. According to the United States Department of Agriculture’s Economic Research Service, “The United States is the largest consumer of sweeteners, including high fructose corn syrup.”
It’s true, HFCS essentially mimics table sugar and contains the same sweeteners as honey and fruit concentrates. Just like table sugar, it contains four calories per gram and the body metabolizes it the same way. HFCS also really does come from corn. But before you start imagining the sweet corn on the cob you enjoy at barbecues, you should be aware that it is developed from a highly processed version of the tasty kernels—corn starch. And technically, even though HFCS is processed in a lab and doesn’t even sound all that natural, it can be deemed so under the Food and Drug Administration’s requirements of the term because it is derived from a natural grain product and contains no artificial or synthetic ingredients.
The Corn Refiners Association’s ad campaign is quite convincing in making the viewer feel as though HFCS isn’t so bad as long as it’s consumed sparingly. The truth is, most of us don’t pay close enough attention to exactly what we’re putting into our bodies and that, in turn, makes it much more difficult to moderate.
As far as pointing the finger at HFCS as the culprit for playing a major role in the country’s obesity epidemic, there are certainly other factors to consider. Eatright.org mentions other large influences on weight gain by pointing out that’s it’s often also a result of people not exercising enough and snacking too much. So don’t automatically place the fault on HFCS if you’ve put on a few pounds. Are you reading labels? Do you exercise?
What it all comes down to is that sugar is sugar. Whether it be in the form of HFCS, table sugar, or honey, it’s not good for you in large quantities. What can I tell you? Mom always said to eat your fruits and vegetables. The next time you get a craving for something sweet, go eat an apple.
If you want to find out more about the Corn Refiners Association’s ads on HFCS and are interested in learning about the facts that they present, check out www.hfcsfacts.com.
Marisa Musto is a graduate of the Culinary Institute of America and has worked in kitchens and the food industry for several years. She is currently a student studying communications.
Originally posted on the VM Blog .