Note from below:

Translate: "We've got them so addicted to sugar, trans-fat and salt that if we don't contaminate healthy whole foods with them, the average consumer won't eat 'em."

Be sure not to read this right after a meal.

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Sep 21, 2004 09:31 ET Negative Messages Do Not Motivate Consumers, NFPA Says in Testimony at Meeting on Dietary Guidelines

WASHINGTON, Sept. 21 /PRNewswire/ -- In testimony delivered on September 21 to a meeting on the final Report of the Dietary Guidelines Advisory Committee on the 2005 Dietary Guidelines for Americans, Richard Jarman, Vice President of Food and Environmental Policy for the National Food Processors Association (NFPA), urged that Dietary Guidelines emphasize positive, actionable messages that will motivate behavioral change.


"NFPA considers it essential that the Dietary Guidelines facilitate understanding and motivate consumers toward action and behavior change; therefore, we recommend that the guidelines be framed in positive terms," Jarman said. "Negative messages do not motivate consumers; behavior change results from positive recommendations. The key messages should be 'DO,' rather than 'DO NOT.'"


Jarman pointed out, "In the key messages on dietary fats, for instance, the recommendation to increase intake of fish should come first. Being first in order is more likely to lead to compliance with the recommended increase in fish consumption. Capturing consumers' attention with positive messages increases the likelihood of keeping their interest through the full message."


In his testimony, Jarman emphasized several points:


"NFPA strongly supports the need for scientifically based dietary guidelines," Jarman stated. "We do not believe that some of the key messages are fully supported by the dietary guidelines. For example, with respect to the recommendation to limit trans fat intake to one percent of calories, NFPA believes that the science base may not be adequate to support the level, and that stronger scientific justification be expressed."


Jarman noted, "NFPA supports recommendations regarding increased consumption of fruits, vegetables and whole grains. It is important to eat a variety of fruit, vegetable and whole grain foods, in all forms, including juices and juice beverages, vegetables in sauces, and flavored whole grain foods. Addition of sugars, fats or salt to processed fruit, vegetable, and grain products helps to improve palatability, and can promote their consumption in the context of well-balanced, calorie-controlled diet."


"NFPA notes that the Dietary Guidelines Advisory Committee focused on added sugars that deliver calories but no essential nutrients," Jarman said. "NFPA recommends that the Dietary Guidelines for Americans acknowledge that there are numerous food products that deliver essential nutrients and contain added sugars, and these foods can fit in a healthful diet, balanced with physical activity."


Jarman added, "NFPA recommends that the Departments approach the concept of 'discretionary calories' cautiously. We note that the report reflects some contradictory recommendations on this subject -- the physical activity recommendations encourage increased activity, yet the 'discretionary calorie' recommendations reflect only needs of sedentary individuals. This concept must be evaluated carefully with consumers to avoid interpretation as calorie permissiveness. 'Discretionary calories' must be communicated with great care, if at all."


NFPA is the largest trade association representing the food and beverage industry in the United States and worldwide, serving as the industry's voice on scientific and public policy issues involving food safety, food security, nutrition, technical and regulatory matters and consumer affairs.


Source: National Food Processors Association

Web site: http://www.nfpa-food.org/

I ate two hours ago and I still almost lost it. :(

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my blog

Amazing.

Here's another translation for ya: "Our members make big bucks adding cheap, unhealthy crud to whole food, and if we don't convince the public it's healthy anyway, they'll stop buying it and we'll lose our jobs."

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Trina

Vice-President of the Intergalactic Order of Brussels Sprouts Haters

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Interesting.......

It makes you wonder if they actually eat the sugar coating (pun absolutely intended) that tops the bologna they are dishing out. Wonder what is in their pantry at home???