Originally published in The Huffington Post

According to the logic of fast food companies, caring about the province of your food or the state of your health is akin to snobbery, pretentiousness, and even being part of the "nanny-state." But fast-food marketers are also aware that the tide may be turning. Several recent McDonald's advertisements are case in point. In one new ad, the company specifically calls out "foodies" and "gastronauts," positioning its food as food for the "average Joe" and implying that "real Americans" do not and should not care about the quality of their food. But then, in a separate ad campaign, McDonald's attempts to appeal to those same "foodies" it disparages by claiming to be transparent about the ingredients in its food (if only on a very cursory level).

Now, Carl's Jr. is taking a page out this playbook but with a different tactic. Since fast food by its very nature is food that requires a certain amount of nescience -- about what it's doing to your health, about the environmental costs, about the poor treatment of millions of animals required for its products, and about the fair treatment of workers all along the food chain -- the introduction of the first "all-natural" "grass-fed" burger represents a potential shift in the fast food paradigm.

Sure, other fast food companies have made nods to "health," like in the case of McDonald's oatmeal, and the food industry has long made various health claims with "low-fat" or "no-cholesterol" on its products, but bringing a grass-fed burger to a major fast food outlet is significant. This isn't Chipotle or Shake Shack, which are branded as healthier fast food; this is Carl's Jr., a company that has never made any claims to health or sustainability.

So it's interesting to see how the company chose to introduce this burger: With Charlotte McKinney, a woman many have described as "a Kate Upton lookalike" nearly naked and strutting through a farmer's market to a chorus of ogling men. The viewer first confronts a mostly naked McKinney who basically moans, "I love going all natural. It just makes me feel better. Nothing between me and my 100 percent, all-natural juicy, grass-fed beef." This advertising tactic works to masculinize the concept of caring about the province of your food and the state of your health since the food industry has historically portrayed this concept as weak or effete.

While previous Carl's Jr. ads were equally demeaning, they were less surprising because they were hawking products that were damaging to our health and our environment as well -- they seemed perfect bedfellows. Grass-fed and all-natural, at their best imply a respect for nature, a respect for the health of our bodies and a concern about both human and animal welfare, so to see this paired with the most crass form of sexist advertising is deeply jarring. Granted, as a woman, I am not Carl Jr.'s target audience. In a statement about the new burger, Brad Haley, chief marketing officer of Carl's Jr. said, "We've seen a growing demand for 'cleaner,' more natural food, particularly among Millennials, and we're proud to be the first major fast food chain to offer an all-natural beef patty burger on our menu...Millennials include our target of 'Young Hungry Guys' and they are much more concerned about what goes into their bodies than previous generations."

But this is not the standard lean-chicken-breast-and-protein-shake variety of concern about what men put into their bodies -- (as deeply misguided on nutrition as that is) grass-fed beef, is actually a nutritionally sound and environmentally responsible approach to eating beef. It also stands for a much more humane way of raising animals for food, allowing them to graze on pasture and eat their natural diet, rather than cramming them into filthy feed lots and stuffing them with antibiotic-laced corn.

Will the food industry's attempt to capitalize on the "growing demand for cleaner more natural food" ruin the grass-fed designation, just at it did with organics in some cases? Where will all this grass-fed beef come from? It's not hard to imagine the industry tweaking the requirements for beef to be "grass-fed" in the same way that the egg industry claims "free-range" with thousands of hens housed in a crowded and filthy structure with "access" to a door that may or may not allow them to ever step foot outdoors. Is grass-fed just the next buzz word in food marketing that will quickly lose its meaning?

The fact that Carl's Jr. can even market this burger as "all-natural" is highly questionable. Beyond its grass-fed patty, the honey wheat bun contains roughly 30 ingredients including artificial flavors, hydrogenated soybean oil (trans-fat), and a bevy of other chemical flavor enhancers and preservatives. The ketchup contains high fructose corn syrup, the mayonnaise contains preservatives and flavor enhancers, and the pickle chips have more of the same. All told, you're consuming about 60 ingredients in that "all-natural" burger.

I'm left wondering if the target audience of men aged 18 to 34 will actually care about the province of their food and their health on the deeper level that the return to grass-fed beef represents. We can only hope that the Carl's Jr. ad is selling this demographic short in anticipating that the way to sell them on the importance of cleaner, fairer, more humane food is by exploiting women in sexist ads.

Listen to my guest appearance on the radio show, Let's Get Real on the Heritage Radio Network. Chef Erica Wides and I talk about a favorite creation by the food industry, "functional foods."

Here's how the show's producer describes it:

Today's Let's Get Real is all about fake food nutrition- stuff like enhanced peanut butter & low-fat dairy. Well, Erica Wides is here to tell you that these products are not food! Joining Erica in the studio is nutrition educator, Kristin Wartman, and she's on the show to debunk the mythology of foodiness nutrition. Learn about the differences between Omega 3 and Omega 6 fatty acids, and why skim milk cannot be considered a whole food. Hear about some food products that are some of the biggest culprits of false foodiness nutrition!

Click below for the archived show:

http://www.heritageradionetwork.com/episodes/3443-Let-s-Get-Real-Episode-53-Omega-3-s-Come-From-Fish-Not-Cookies

There was good news this week with several cities reporting declining rates of childhood obesity. While modest, any decline in this alarming trend is promising: New York City reports a five and a half percent decrease; Philadelphia, five percent; and Los Angeles, a three percent decline in the number of obese schoolchildren from 2007 to 2011.

But this came on the heels of some other rather disturbing news -- mega pop star Beyoncé signed a $50 million deal with Pepsi. While advertising deals for celebrities endorsing junk foods are nothing new, this one marks a shift in its insidious nature. In a recent New York Times article the president of PepsiCo's global beverage group said, "Consumers are seeking a much greater authenticity in marketing from the brands they love. It's caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration."

Not only will Beyoncé be featured in ads that will premiere after her performance at the Super Bowl half-time show (sponsored by Pepsi, naturally), but her face will be featured on limited edition Pepsi cans, and she will be given money for her own "creative projects." The Times reports: "The less conventional aspects of the deal are meant as collaborative projects that indulge Beyoncé's creative whims, and might well have no explicit connection to Pepsi products."

This is a marked change for advertisers who seek to completely merge their product's image with that of a big name celebrity -- and it doesn't get much bigger than Beyoncé, who pulled in $40 million last year alone and has vast international fame.

The multi-year contract with Pepsi -- with substantial funds for Beyoncé to work on her own creative projects with "no explicit connection to Pepsi" -- shows Pepsi is confident that branding its products with her image will continue to invoke a desired response in consumers. In a method reminiscent of Pavlov's dog, Pepsi expects to see this outcome without the Pepsi logo even being present.

Pepsi will so thoroughly attach itself to her and blur the lines between product and spokesperson that everything she does, including her "creative whims" will be linked to Pepsi. Even if these creative whims have nothing to do with Pepsi, she will conjure the brand. This brings to mind the patronage of wealthy families for artists in the middle ages -- a kind of artist-indentured servitude.

Beyoncé doesn't see it that way, at least according to her statement in The Times: "Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity."

This sounds shockingly naive; especially from a woman who has mastered the art of her brand and become one of the biggest pop stars in the world. And let's not forget, that one year ago, a video of Beyoncé dancing in a high school cafeteria on behalf of the First Lady's 'Let's Move!' campaign went viral, indicating what seemed to be her commitment to fighting childhood obesity. Now that she is a new mother, Beyoncé signs on with the one of the biggest soda vendors in the world?

But then again, there are other aspects of this new ad campaign to make one question her logic. The ad that has been revealed features her dressed in tights, high-heels, a suit jacket, and what appears to be matching underwear, while making a pout with her lips -- all the while pushing a large grocery cart overflowing with cases of Pepsi. These images will be made into life size cut outs for grocery stores.

This means millions of shoppers across the country will see a hyper-sexualized woman of color, literally pushing a product that is known to contribute to obesity and its related health problems like diabetes and heart disease.

It is especially significant that the populations most affected by these health issues are people of color, and particularly women of color. According to the Centers for Disease Control, one in two African-Americans born in the year 2000 is expected to develop type II diabetes; four out of every ten African-American men and women have high blood pressure; and blacks are 30 percent more likely to die young from heart disease than whites.

Part of Beyoncé's deal includes the limited edition Pepsi can, which has a picture of her face, open-mouthed and seductive. There's no doubt that these Pepsi ad executives know what they're doing, they've taken one of the biggest pop stars and sex symbols in the world, and conflated her talent and success with their product -- it is marketing genius. But who suffers as a result?

Unfortunately, we know the answer to that question: It's the people that always suffer from predatory ad campaigns. Youth and minority groups are routinely targeted with more ads and for less healthy products, according to the Yale Rudd Center. Researchers found that African American youth saw at least 50 percent more fast food ads on TV in 2009 than their white peers. And according to the Centers for Disease Control and Prevention, the rate of obesity for African Americans is 51 percent higher than for white Americans, and the prevalence of obesity amongst the nation's Hispanic American population is 21 percent higher than their white peers.

While there are certainly many factors that contribute to these shocking statistics, there's no doubt that carefully targeted marketing on the part of Big Food corporations play a large role. Beyoncé should think twice before playing right into the hands of Pepsi's insidious branding -- but even more importantly, Americans should start demanding that our government regulate Big Food. In many European countries celebrities are forbidden from advertising for junk foods; not coincidentally, these countries have lower rates of obesity and diabetes, especially among children. If we hope to see more good news in the form of declining childhood obesity rates in this country, we need to work to make sure this Pepsi and Beyoncé "mutually beneficial collaboration" doesn't portend a new trend.

Originally published on The Huffington Post

If we knew that there was epidemic among our children that would cause them to die at increasingly younger ages and if we also knew that this disease was entirely preventable, wouldn't we do everything in our power to eradicate it?

In fact, we do have an epidemic and it's largely driven by our reliance on highly processed, cheap convenience foods. The United States is hardly alone on this front, but our food culture is distinct from most other industrialized nations in a crucially important way -- we have virtually no regulation for advertising food and drink and we require very little in the way of labeling.

In a few weeks, Californians will decide if genetically modified foods (GMOs) should be labeled. Labeling GMOs will force greater transparency on the part of food producers and it represents a potential shift for consumers to regain a measure of control over their own food. But the US will still lag far behind many European countries, which not only have been labeling GMO foods for years but in some cases, also require warning labels for junk foods and have strict regulations on the types of foods and beverages advertised, particularly to children.

There's good reason for this. Studies show that Big Food corporations aggressively market unhealthy foods to children and in some cases children exhibit "brand recognition" and brand loyalty before they can even speak. A forthcoming study in the journal Social, Cognitive, and Affective Neuroscience, found that toddlers identify the golden arches for McDonald's before they even know the letter M. After looking at more than 100 brands, researchers at the University of Missouri-Kansas City and University of Kansas Medical Center study found that children are more likely to choose foods with familiar logos and that the majority of these foods are high in sugars, fat and sodium. Even more alarming, researchers found that seeing an advertised logo trips the pleasure and reward regions of children's brains -- areas of the brain that are also implicated in obesity and various types of addiction, including drug abuse, researcher Dr. Amanda Bruce said.

Another recent study suggests that highly processed foods are addictive. Researchers in the journal Current Biology report that when they fed M&M candies to hungry rats, their levels of enkephalin (an opiod with similar effects to other drugs in this class) increased. The more the rats' enkephalin went up, the faster they ate the M&Ms. The researchers reported that the rats would not stop eating the M&Ms until the candies were taken away.

But that's not all -- the food industry is actively shaping the palates of our children. While the food industry insists that it only advertises to children "to influence brand preference," a study published in the journal Appetite found that the industry works to "fundamentally change children's taste palates to increase their liking of highly processed and less nutritious foods." This study dovetails with Dr. Bruce's findings since researchers found that the awareness of fast food brands was a significant predictor of what they call the "Sugar-Fat-Salty" palate preference in children.

Data is also surfacing that obese children are less sensitive to taste. Researchers in Germany found that on the intensity scale, obese children rated all flavor concentrations lower than did those in the normal-weight group. They believe this may be due to the fact that leptin, the hormone that regulates appetite and makes us feel full, might also affect the sensitivity of taste buds. It is suspected that people who are obese or overweight are resistant to leptin, making them feel hungrier and driving them to eat more.

Not only does obesity or overweight affect taste, but it also affects memory and learning. A study in Pediatrics found that teenagers with metabolic syndrome (a precursor to diabetes, which includes having high blood levels of glucose, low levels of "good" cholesterol, high triglycerides, abdominal obesity and high blood pressure) had lower scores on tests of mental ability and significantly lower academic performance in reading and arithmetic. MRI scans of these children also showed reduced volume in the hippocampus, a part of the brain involved in forming and storing memories.

The picture emerging from these recent findings is that children are becoming hooked on highly processed foods at a very young age. This changes their palate preferences for salty, fatty, sweet foods, leads to weight gain and metabolic syndrome, affects brain processes -- and ultimately, perpetuates a vicious cycle.

So what is to be done? European countries, which have lower rates of obesity and diet-related disease, provide some answers. In 2007, the French government ordered all food advertisements to carry warning labels urging consumers to stop snacking, exercise, and eat more fruits and vegetables. The warning label also reads, "Consuming these foods may be harmful to your health." In Sweden and Norway, all food and beverage advertising to children is forbidden. In Ireland, there is a ban on TV ads for candy and fast food and the ban prohibits using celebrities to promote junk food to kids.

It's time for American politicians to address the lack of regulation for Big Food and the advertising industry. We now have the science to prove that the content of highly processed foods coupled with the marketing of them to children and toddlers is amounting to a national health crisis.

Over the past 15 years, the percentage of new cases of Type 2 diabetes, formerly known as adult-onset, has skyrocketed among children -- from three to 50 percent. Approximately 12.5 million of children and adolescents aged two to 9 years are obese and since 1980, obesity prevalence among children and adolescents has almost tripled.

Diabetes, along with high cholesterol, high blood pressure, and heart disease are becoming shockingly common in children and adolescents. We know these conditions arise primarily from poor diets and are driven by our consumption of ultra-processed foods.

A startling USDA report from 2006 states that since the percentage of children who are overweight has doubled and the percentage of adolescents who are overweight has more than tripled, "If we do not stem this tide, many children in this generation of children will not outlive their parents." To put that another way: If trends don't change, the surge in diet related disease among children means that many parents will watch their children die. That was the prediction from experts six years ago and we have yet to see any substantive action from Washington.

Our leaders must get tough on these corporations and stop insisting that it comes down to choice and personal responsibility. This is a myth perpetuated by the food and advertising industries so they can continue to harm our children and threaten the health of our nation with impunity. In what other circumstance would we allow an epidemic of such grave proportions debilitate our children unchecked? We've long been looking for the smoking gun — it seems we've found it.

Originally published on The Huffington Post

Image: FastFoodHealth.org via Babble.com

My latest radio interview with Dr. Robert Zieve on Healthy Medicine Radio. We discuss deceptive marketing by Big Food corporations, how a 'calorie isn't a calorie' and how obesity could be caused by malnutrition.

Healthy Medicine #143: New Thinking on Weight Control

Dr Zieve talks with author Kristin Wartman about how much obesity could be caused by malnutrition and her article "The Obesity Paradox."

http://healthymedicine.org/html/popups/hmr1-143.html

There was a time when corpulence was a sign of wealth and luxury. But in modern day Western countries, quite the opposite is true. In fact, a recent study found that fully one third of homeless people living in Boston are obese. “This study suggests that obesity may be the new malnutrition of the homeless in the United States,” wrote the researchers, led by Harvard Medical School student Katherine Koh, whose study is forthcoming in the  Journal of Urban Health.

And it’s not just the U.S. that is reporting these kinds of findings, a New Zealand study of preschoolers found that 82 percent did not get enough dietary fiber and 68 percent did not have enough long-chain polyunsaturated fatty acids, which are found in fish and nuts. Despite these nutritional deficiencies, the researchers also found that fully one-third of preschoolers are overweight or obese.

These findings highlight an interesting contradiction—obesity correlates with malnourishment. Research indicates that lack of proper nutrition—even when people over consume calories—is at the root of obesity. Part of the reason this seems contradictory is because nutrition science has long held that all calories are created equal and that with the right amount of caloric intake, it would be difficult to also be malnourished. Coincidentally, this is also what the food industry would have us believe. In a recent interview in USAToday, Katie Bayne, president and general manager at Coca-Cola said in response to Mayor Michael Bloomberg’s proposed ban on large size sugary drinks, “A calorie is a calorie. What our drinks offer is hydration. That’s essential to the human body. We offer great taste and benefits whether it’s an uplift or carbohydrates or energy. We don’t believe in empty calories. We believe in hydration.”

I asked senior research scientist at MIT and author of several papers on the subject, Stephanie Seneff, for a response to Bayne’s comments. “I hate this calorie is a calorie message,” Seneff said in a telephone interview. “It’s completely wrong. When you eat a high carbohydrate diet, especially a processed foods diet, you’re getting way too much fuel compared to all those other things you need. And this imbalance is what leads to the obesity profile.”

For comparison’s sake, eight ounces of milk provides about 150 calories, along with calcium, magnesium, vitamins A and D, protein, fatty acids, and many other nutrients (largely dependent on what the cows ate and the quality of the milk with organic and grass-fed being the most nutritious). An eight-ounce can of Coke with 100 calories provides virtually no nutrients (the label reads: Not a significant source of fat calories, saturated fat, trans fat, cholesterol, fiber, vitamin A, vitamin C, calcium and iron) but it does contain 27 grams of sugar in the form of high fructose corn syrup (HFCS).

Seneff said that she blames the soda industry in particular because this is where children are consuming large amounts of sugar. “If we did just one simple thing and had school children switch from drinking Coke to drinking whole milk this would have a huge difference,” she said.

Unfortunately, this will never be simple in part because the American Beverage Association lobbies hard to prevent any type of regulation for soda or for marketing it to children. In addition, the USDA’s MyPlate recommends low-fat and fat-free milks, which is what’s served in school cafeterias across the country. Seneff emphasized the importance of whole milk versus low-fat and fat-free milk because she believes the emphasis on low-fat foods in the American diet is largely responsible for our obesity epidemic, among other illnesses. “Children in particular need the fat desperately to develop their brains,” she said. “And this is why we have ADHD and autism. I think these problems are very much a consequence of our obsession with a low fat diet.”

But it’s not just brains that suffer as a result of our low fat diet, Seneff says, and she is not the first to attribute our low fat diet to our increasing obesity rates. The science writer Gary Taubes has been saying so for over a decade. The stigma against fats, particularly saturated fats appears to be waning (I wrote about this last year here on Civil Eats).

Seneff believes the major factors contributing to obesity are a deficiency in consuming fats, particularly animal fats and all of the nutrients that come with those fats; our overly-processed food diet (and specifically our consumption of HFCS); and our lack of exposure to sunlight. What’s more, according to her research, all three of these components amount to the perfect storm of metabolic dysfunction.

Carbohydrates and sugars in our diets compound the problem of our cell’s inability to digest and regulate the amount of sugar in our blood. “The key problem is the highly processed foods Americans eat, which have enormous amounts of carbohydrates, and carbohydrates that are already partially digested so that they move into the blood very quickly as sugar,”  Seneff said.

Seneff is working on a new theory that isolates one nutrient deficiency in particular that manifests as a result of the Standard American Diet. “In my studies, sulfate deficiency is everywhere,” she said. She believes this is at the root of many modern diseases as well as obesity. Where is sulfur found? In foods that are also high in cholesterol, like animal proteins and fish. Certain vegetables, like broccoli, cauliflower, garlic, and onions are also high in sulfate but as Seneff points out, these are often deficient in sulfate and other nutrients as a result of poor soil management and degradation of soil quality.

Finally, Seneff is concerned with our lack of exposure to sunlight, which coincidentally also produces cholesterol sulfate in our bodies. “It’s specifically a deficiency in sunlight exposure to the skin, which is much more than just taking a vitamin D supplement,” she said. “Cholesterol sulfate and vitamin D sulfate are both synthesized in the skin in exposure to sunlight, which is a wonderful way to deliver sulfate and cholesterol to all the tissues. Really, most Americans suffer from a cholesterol deficiency problem rather than a cholesterol excess problem but it’s demonized everywhere and it’s the exact wrong message.”

Another widely disseminated message from the food industry—it’s all about personal responsibility— appears rather faulty when we look at the findings from the study of obese preschoolers. Taylor, the lead researcher in the study, said that regulation had to be part of the answer. “There hasn’t been a massive decrease in the willpower of two year olds,” she said in a recent article. Instead, as the studies have found, it is about the poor quality of highly processed foods.

The study of the homeless in Boston confirms the fact that one can be food insecure while consuming an abundance of calories that lead to obesity. In fact, the term food insecure was coined to indicate that many people now experience access to plenty of calories but a dearth in real nutrition.

If these two studies and Seneff’s new research are any indication, it may not be long before the food industry will be proven wrong: All calories are not created equal, nor is it all about personal responsibility. Until then, pressuring Big Food to properly regulate and label foods might be the only way to curb our nation’s addiction to cheap, nutritionally void products. But time is of the essence—by current estimates one in three Americans will be diabetic by 2050 if things don’t drastically change.

The controversy surrounding New York City Mayor Michael Bloomberg’s recent plan to ban sugary drinks larger than 16 ounces ranges from praise for taking on “America’s expanding waistline” to deriding him as a “nanny” for infringing on our personal choices and freedoms. But what’s largely missing from the debate is a real critique of the true villain in this battle—Big Food.

Those who favored the decision heralded Bloomberg: The Washington Post, in an editorial, writes, “The country need [sic] innovative leaders with a similar determination to take on America’s expanding waistline.” Frank Bruni writes in The New York Times, “Cry all you want about a nanny state, but as a city and a nation we’ve gorged and guzzled past the point where a gentle nudge toward roughage suffices. We need a weight watcher willing to mete out some stricter discipline.”

Those who feel our ability to buy a 32-ounce container of Coca-Cola has become the stand-in for civil liberties, such as the Center for Consumer Freedom, placed an ad in New York City newspapers, featuring Bloomberg as a “nanny” with a tagline that reads: “You only thought you lived in the land of the free.” Jon Stewart did a bit last Thursday lamenting the fact that he agreed with Fox News’ Tucker Carlson, who said Bloomberg was taking away our personal freedoms. And a New York Times editorial claimed the Mayor was overreaching, writing: “[T]oo much nannying with a ban might well cause people to tune out.”

In the meantime, Big Food still has free reign to produce and market harmful products with virtually no regulation or oversight. So far, the government has been incredibly weak on regulating food producers and advertisements. Last year, the Obama administration proposed voluntary guidelines for the types of food advertised to children. The guidelines were extremely modest, allowing for two-thirds of processed foods to remain unchanged and placed mostly insignificant caps on the allowance of sugar, fat, and sodium in products marketed to kids. Even these voluntary guidelines were called “unworkable and unrealistic” by one prominent industry group.

This is not the case in Europe. In 2007, the French government ordered all food advertisements to carry warning labels telling consumers to stop snacking, exercise, and eat more fruits and vegetables. These warning labels are found in advertisements on television, radio, billboards, and the Internet for all processed, sweetened or salted food and drinks. Other European countries have taken similar measures. In Sweden and Norway, all food and beverage advertising to children is forbidden. In Ireland, there is a ban on TV ads for candy and fast food and the ban prohibits using celebrities and sports stars to promote junk food to kids. According to Pamela Druckerman, author of Bringing Up Bebe, snacking is generally discouraged in France and children eat three meals a day with one small snack around four in the afternoon.

Regulations like those in Europe are the kind that could help to encourage new cultural norms around food in this country—and they don’t target the consumer by banning or taxing particular foods but rather they force corporations to label their unhealthy products and abide by advertising regulation.

Professor and author of Weighing In, Julie Guthman, had this to say about the ban: “Ultimately, I would prefer to see regulation at the point of production. If we as a polity think that sugary drinks are detrimental to public health, we shouldn’t allow them to be produced,” she said in an e-mail. This would surely be a more radical solution since it would place the burden on the corporations rather than the consumer. Guthman said the ban is a better idea than a soda tax because, “A regressive soda tax punishes those who have the least ability to pay.” But she’s weary of the ban since it still targets consumers and  “focuses on the size of the drink which would seem to suggest that individual consumers can’t make good decisions. That is terribly paternalistic,” Guthman said.

The idea of a super-size soda ban is a broader variation of Bloomberg’s proposed plan last year to disallow the purchase of soda with food stamps. Critics of this initiative felt it was also paternalistic and stigmatized the poor who would not be able shop like other consumers. The difference with the current soda ban is that all New Yorkers would be affected and it is here that the ban may potentially bring benefit by creating new cultural norms around food and beverage choice.

A 2010 study completed by the Yale Rudd Center for Food Policy and Obesity found that the barrage of fast food advertising makes kids think processed, junk foods are “normal and expected.” The same can surely be said for the increase in portion sizes. As long it is “normal” and culturally accepted to drink a 20, 32 or 64-ounce soda along with that burger and fries people will continue to do so.

As Ronald Bayer, a professor at the Mailman School of Public Health at Columbia put it in The New York Times, “The behaviors that harm our collective health are not, by and large, the result of bad or foolish individual choices. These “bad habits” are shaped by our culture, social arrangements and commercial interests.”

Ultimately, this ban may prove ineffectual since consumers will still be able to buy the equivalent of the larger size sodas in other ways, like buying two bottles or going to restaurants where refills are free. And of course, sodas are not the only problem when it comes to our unhealthful diets.

Mayor Bloomberg is brave to go head-to-head with Big Food by limiting portion size and trying to create a new norm but this tactic might further distract from the underlying problem of our virtually unregulated toxic and super-sized food supply. If nothing else, the proposed ban highlights the deeply complex and troubling conundrum that our current food system presents. Something clearly must be done—it just seems that regulating and curtailing the powers of Big Food would be a better place to focus our attention rather than merely capping the portion size for one of many sugary, addictive, non-nutritious substances at our never-ending disposal.

Erin Fairbanks of the Farm Report interviewed me last Thursday on Heritage Radio Network. We talked about nutrition, food, and the corporate control of the food supply. Here's the link to the full interview and the write up the station wrote: The Farm Report - Episode 98 - Nutrition with Kristin Wartman

Certified Holistic Nutritionist Kristin Wartman joins the Farm Report with Erin Fairbanks today to bust some food myths and expose some of the evils of big industry agriculture and food. Find out what makes a healthy diet and hear about some of the common mistakes people make in trying to get healthy. Hear why Kristin thinks food and democracy go hand in hand and why all concerned foodies should be occupying Wall Street and making their voice heard!

Food corporations enjoy carte blanche on what they can say about their foods, how and to whom they advertise, and even (to a large degree) the ingredients they choose to put in their foods. But when the Obama administration recently proposed voluntary guidelines [PDF] for the types of food advertised to children, industry giants decided to preempt these guidelines and create their own. Since the government released its new guidelines, two powerful industry groups have reared up. One is the Sensible Food Policy Coalition, headed by former Obama Press Secretary Anita Dunn, and led by PepsiCo, Viacom, Kellogg's, General Mills, Time Warner, the American Association of Advertising Agencies, and the Association of National Advertisers. This group was quickly created in response to the government's new guidelines, and its sole purpose is to prevent them from going into effect.

The second industry group making noise is the Children's Food and Beverage Advertising Initiative (CFBAI), led by ConAgra, Coca-Cola, PepsiCo, General Mills, and Kellogg's. The members of CFBAI sell thousands of food and beverage products around the world and thus share joint interests when it comes to advertising policies.

The government's guidelines evolved as part of Michelle Obama's Let's Move! campaign, and are intended to protect children from the onslaught of advertising for highly processed, nutritionally void foods. The guidelines propose that by 2016, all food products most heavily marketed to children and adolescents ages 2 to 17 must meet the following two nutrition principles: They must "provide a meaningful contribution to a healthful diet," and "should minimize the content of nutrients that could have a negative impact on health or weight."

This translates as quite modest caps on added fat, sugar, and sodium: one gram or less of saturated fat, zero grams trans fat, no more than 13 grams of added sugars, and no more than 210 grams of sodium per serving. The trouble is, many processed foods already meet this criteria: Trix cereal, which is heavily marketed to children across various social media platforms, as well on TV and in print, contains 10 grams of sugar per serving, zero grams saturated fat and trans fat, and 180 mg of sodium, which puts it right up there with some of the worst foods our nation's children are eating. Trix is chock full of sugar, additives, food dyes, and preservatives that have been to shown to have myriad ill effects.

The food industry members of the CFBAI called the voluntary guidelines "unworkable and unrealistic" and then proposed their own guidelines -- guidelines that would require no modifications to two-thirds of their food products. Meanwhile, the CFBAI is trying to paint this as a groundbreaking progress, and even the chairman of the Federal Trade Commission (FTC) agrees. "The industry's uniform standards are a significant advance and exactly the type of initiative the commission had in mind when we started pushing for self-regulation more than five years ago," Jon Leibowitz, chairman of the FTC, said in a statement about the advertising initiative.

It's unclear how creating regulations that allow for two-thirds of the processed food products to remain unchanged is "significant progress." What is clear is that the industrial food giants want no part in creating healthier foods for children. They claim the modest guidelines will cause job loss in an already troubled economy, appealing to the conservative base that scoffs at any government regulation and cries "nanny state" when the government attempts to intervene in our health crisis.

And while the right wing makes claims of socialism and ridicules Michelle Obama for trying to regulate food corporations on the grounds that the few should not control the many, the truth is, the few are indeed controlling the many. Large food conglomerates like General Mills, Kellogg's, Con-Agra, PepsiCo, and Coca-Cola are the epitome of this scenario. These corporations effectively control what most middle- and low-income people eat in this country. If you are born into a poor family, with relative food insecurity, then it makes economic sense to eat the most calorically rich (usually nutrient-void) foods for the least amount of money. Not coincidentally, this is what the large food corporations excel at producing.

It comes as no surprise, then, that the most recent research examining obesity found that poor, African American women make up the largest population of obese Americans, with Latino women following close behind. In fact, poor women of all races were the most likely to be obese, and the research shows troubling links between poverty, government assistance, and health problems in the United States.

Findings from a Yale Rudd Center for Food Policy and Obesity study released last November indicate a similar trend. The study found that the industry specifically targets teens and minority youth more often and with less healthy items. African American youth saw at least 50 percent more fast food ads on TV in 2009 than their white peers.

Kelly Brownell, director of the Rudd Center, said this is particularly alarming since these are the populations most at-risk for obesity and diabetes. According to the Centers for Disease Control and Prevention, the rate of obesity for African Americans is 51 percent higher than for white Americans, and the prevalence of obesity among the nation's Hispanic population is 21 percent higher than it is for their white peers.

The Obama administration is on the right track by creating guidelines to regulate a food system that functions completely unchecked, but it shouldn't cave to industry pressure by allowing food corporations to regulate themselves -- isn't that exactly what they've been doing for the past 60 years?

Working with people as a nutritionist, I’m often met with resistance. I try to explain making healthful food choices without using trigger words like organic, sustainable, or even local. “When I hear the word organic I think of Birkenstock-wearing hippies in Cambridge, Massachusetts or Berkeley, California,” one of my clients told me recently. Other clients have referred to whole, organic foods as “yuppie food.” There’s no doubt that food choice and diet is an indicator of class and culture, but what perplexes me is this notion that eating a diet of processed, sugary junk foods is what the “real” Americans eat. According to food historian Felipe Fernandez-Arsmesto, food has always been a marker of class and rank in any particular society. He writes that, “Food became a social differentiator at a remote, undocumented moment when some people started to command more food resources than others.” He goes on to write that, “Class differentiation starts with the crudities of basic economics. People eat the best food they can afford: the preferred food of the rich therefore becomes a signifier of social aspirations.”

But this isn’t true in modern day America. The preferred food of the rich is now considered elitist and scoffed at by many Americans. In fact, there is data to suggest that even though many Americans can afford higher quality foods, they chose to eat cheaper and less nutritious foods. Jane Black and Brent Cunningham recently wrote about this in the Washington Post: “Many in this country who have access to good food and can afford it simply don’t think it’s important. To them, food has become a front in America’s culture wars, and the crusade against fast and processed food is an obsession of ‘elites,’ not ‘real Americans.’”

I would argue that the advertising agencies that work hand-in-hand with the big players of industrial food should take much of the blame for this change. Within the span of three short generations, Americans have come to accept industrial food as their mainstay—not only have they accepted it, they defend it like they’d defend the American flag as a symbol of their patriotism and allegiance with “real” America.

But there’s some perverse logic at work here and it strikes me as vaguely similar to the Stockholm syndrome—a paradoxical psychological phenomenon in which hostages express adulation and positive feelings towards their captors. While Americans are not experiencing a physical captivity, they are deeply mired in a psychological condition in which they’re captive to industrial food products and the corresponding ideologies that are ultimately harming them. Call it the American Fast Food Syndrome.

Part of the problem is that most Americans lack the knowledge that industrial food is a recent development in the history of agriculture. While human beings have been cultivating food for more than 10,000 years, industrial agriculture, as we know it today, has only been around for about 60 years. To many Americans, industrial food is simply food and they assume this is the way it has always been—Americans have all but forgotten that food might be the product of a farm and not a factory. I think it’s safe to say we’ve reached peak indoctrination: two out of three Americans is obese or overweight and one out of five 4-year-olds is obese. This is more than just a coincidence as we embrace our American industrial food diet wholeheartedly.

The fact that food advertising is a completely unregulated force doesn’t help. Advertisers spend billions of dollars on campaigns to make us want to buy their products. In her book Diet for a Hot Planet, Anna Lappé writes of a sly technique advertisers often use, “The food industry…is skilled at inoculation messaging, and part of its success comes from the ‘we’re one of you’ pitch.” She adds later, “The message, whether from Perdue, Nestle, or Cargill, is that these companies are like us; they care about the same things we do. It’s a message that forms another strand of the inoculation strategy.”

This “we’re one of you” ideology coupled with the food product’s corresponding affordability is slick marketing at its best.

You may remember a similar strategy used by Sarah Palin and John McCain in their 2008 Presidential campaign. Palin’s constant invocation of Joe the Plumber, Joe Six Pack, and soccer moms was the same “we’re one of you” rhetoric. Palin worked this angle again recently when she came running to the defense of the “real” Americans as she personally gave out cookies to elementary school students in her effort to stop the food police from depriving children of their god-given right to eat sugar-laden, processed foods.

These messages, from advertisers and politicians alike, are drowning out a sensible approach to healthy eating and improved quality of life for many Americans. I know that when people stop eating processed foods and start cooking whole foods, it’s nothing short of a revelation. My clients experience a transformation when they cut out junk foods—they lose weight, improve chronic health conditions, and feel better than they ever have before. Unfortunately, many Americans who really need guidance on healthy eating and cooking don’t have it. What they do have is a constant barrage of advertising for cheap industrial foods paired with the all-American rhetoric of Sarah Palin and her ilk.

Until all Americans see industrial food for what it really is, educating on healthier food options will remain a cultural battle. We can blame specific ingredients like high-fructose corn syrup or trans-fats indefinitely, but for a large portion of Americans their cultural identity is tied up in Big Macs, fries, and Cokes. As long as the food industry continues to succeed at imbuing their products with a particular sense of American authenticity, and as long as Americans continue to buy this image, while rejecting the organic, sustainable, and local food movement as part of some liberal agenda, we will remain a country in the midst of a dire health and food crisis.

Originally published on Civil Eats