I got an email from Food Democracy Now asking me to join their petition to “tell the FDA and the USDA that Froot Loops® is NOT a Smart Choice for our children.” I certainly agree with what they are saying, but I don’t know that I want the FDA giving the thumbs up or down to every label out there. Mainly because I don’t think we should place credibility or confidence in any processed food that could keep the label. I don’t want to give the FDA–susceptible as it is to lobbying, biases, human error, and general non-omniscience–the power of judicial review to be saying that Twix is not a smart choice but Twix in a 100 calorie package is.
The Smart Choices Program website states:
Because shoppers are often strapped for time and need to make choices quickly, the Smart Choices Program provides at-a-glance information on the front of the package. This includes: A symbol to help you make smarter food and beverage choices within product categories.
Here’s what Dr Eileen T. Kennedy, president of the Smart Choices board, had to say about the checkmark in this NY Times article:
“The checkmark means the food item is a ‘better for you’ product, as opposed to having an x on it saying ‘Don’t eat this,’ ” Dr. Kennedy said. “Consumers are smart enough to deduce that if it doesn’t have the checkmark, by implication it’s not a ‘better for you’ product. They want to have a choice. They don’t want to be told ‘You must do this.’ ”
Dr. Kennedy, who is not paid for her work on the program, defended the products endorsed by the program, including sweet cereals. She said Froot Loops was better than other things parents could choose for their children.
“You’re rushing around, you’re trying to think about healthy eating for your kids and you have a choice between a doughnut and a cereal,” Dr. Kennedy said, evoking a hypothetical parent in the supermarket. “So Froot Loops is a better choice.”
So, to review, Froot Loops is a better choice WHEN COMPARED TO A DOUGHNUT. That’s amazingly helpful. When I lived in Belize, the women I knew there thought it was ok to fill baby bottles with Coke. The argument could certainly be made that it’s better than alcohol. You can always find something worse than what you’re doing, but that has no bearing on whether what you are doing is indeed “smart.”
However, if we as rushed consumers deserve to be making informed choices, and the clearly subjective checkmark system works, I have a suggestion to make it even more informative: put a graphic of the food it is better than next to the check.
A box of cereal would have a picture of a doughnut so that those consumers can feel good about their decision to not start the day off with a greasy pastry. A doughnut could come in a box with a picture of, say, a dozen doughnuts. Or a turducken. The turducken could have an image of lead paint. And the lead paint stands alone.
The Smart Choices Program website also felt it important to include this kid cereal endorsement:
On average, only about 5% of the sugar consumed by U.S. children comes from ready-to-eat cereals, according to the National Health and Nutrition Examination Survey. Pre-sweetened cereals have been demonstrated to be a good source of vitamins and minerals for children. Studies around the globe have consistently shown that kids who eat breakfast have more physical and mental energy than those who do not. Cereal eaters are also more likely to have healthier body weights and greater vitamin and mineral intakes.
Again, it is significant to note what is being compared here. First, sugar cereal is compared to a poor national diet so full of bad food choices that it is only 5% of the problem. Nice work, America. Next, it is compared to a meal plan in which breakfast is not served. So basically eating is better for you than not eating, and if your kid has juvenile diabetes anyway, better to give him Count Chocula than a bowl of corn syrup and a can of Mountain Dew.
I’m not a perfect eater- I’ve had doughnuts for breakfast before and that’s not the worst decision I’ve ever made. A lot of us knowingly choose to be unhealthy, and I wish it weren’t so convenient or casual to do that, but that’s what we’re up against. My concern is that so many people don’t know. We are misled by claims, sponsored research, inaccurate reporting, and a false belief that if something were bad for us, the FDA would intervene and stop it. Froot Loops may not be the leading cause of obesity, but if we’re being told it’s a smart choice, we deserve to know, right on that same label: compared to what?