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“Call it Corn Sugar,” Corn Refiners Association now says September 15, 2010

Posted by rmshepard in Uncategorized.
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The Corn Refiners Association has revealed its new strategy in combating negative opinions about high fructose corn syrup. With Americans’ consumption of corn syrup, an ingredient added to many foods, falling to a 20-year low, the organization is asking the Food and Drug Administration to rename the product “corn sugar.” The group has already started using the new name in its own advertisements.

In some ways, the Corn Refiners Association is right to feel like high fructose corn syrup has unfairly received a bad image. Health experts readily admit that corn syrup isn’t any worse than sugar. Nevertheless, there are still very real concerns about how “corn sugar” is added to so many different foods that it’s almost impossible to decrease its consumption without boycotting it altogether.

For more on the fears of high fructose corn syrup, and the campaign to change its name, watch the following videos:

Discussion Questions:

1.  Why do so many people believe that high fructose corn syrup is worse than sugar?

2.  Is there any kind of strong precedent that might lead PR experts to think that changing the name of a product will improve its image?

3.  How could the Corn Refiners Association’s recent announcement backfire?

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