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But a backlash among high-profile bloggers like New York-based Liz Gumbinner of Mom-101.com escalated concerns over Mom Central's relationship between their clients and blogger partners.
"When bloggers work as part of a paid marketing campaign, they have an obligation to understand what they write about, and in this case, I don't think they were well-briefed on why this issue is controversial," says Gumbinner, who does not participate in Mom Central campaigns. "The CRA is a powerful lobbying group, and not a consortium of farmers. I think there was a misunderstanding among the bloggers."
Los Angeles-based mom-blogger, Jessica Gottlieb says, "This is an absolute nightmare that moms are making themselves available to the Corn Refiners for a pat on the head."
Gottlieb says she doesn't think the moms are producing pro-HFCS to be malicious, but says for bloggers who live check-to-check, a small gift card can make a huge difference.
Houston-based blogger, Lisa Stauber recently severed her business relationship with Mom Central. Stauber says she isn't privy to how the specific blogger selection process works, but that once selected, mom bloggers are invited to participate in a campaign; told to create posts of approximately 1,000 words, including four key-words and two links; and in return are offered $50 or $100 in electronic gift certificates for places like Amazon or Wal-Mart.
Ironically, Mom Central held a campaign earlier this summer touting the benefits of Hunt's HFCS-free ketchup.
Requests for comment for this story from Stacy DeBroff, founder and CEO of Mom Central and Theresa Pompa, social media manager for CRA were not returned.
(Click here if you'd like to see the webinar for yourself.)
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EPIC FAIL
10-13-2010 @3:18PM Lisa Stauber aka Milehimama said... Just to be clear: I don't know exactly how this particular campaign worked, I was just generally commenting on how I typically have seen these types of campaigns work among different networks. Each campaign is different and would different keyword, linking, etc. requirements.
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10-13-2010 @4:22PM Nanette said... From the editors at Slashfood: In response to our post, Audrae Erickson, president for the Corn Refiners Association says their goal with the webinar was to provide science based information. "Every single mom had an opportunity throughout the webinar to ask questions, which they did in real time."
"The scientific debate has been settled. There's no longer a debate about how the body handles HFCS and table sugar," says Erickson. "We welcome the opportunity for a dialog. That's why we're reaching out to the public through our nationwide campaign, and to moms where they get their information."
Click here if you'd like to see the webinar for yourself.
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10-13-2010 @5:00PM Liz said... Is the claim "High fructose corn syrup, like sugar and honey, is natural" science-based information?
That is an FDA-approved talking-point based on a broad definition of "natural" in food labeling and advertising that is surely compelled by a strong Corn Refiners lobby. But it is not science-based.
10-14-2010 @4:24PM johnkzin said... Yes, the science is clear: The body processes HFCS in a manner that is different from table sugar, which can cause weight gain. There is a difference in the balance of sugars between HFCS and typical table sugar, which leads a different body reaction. The difference isn't huge, but there are definitely peer reviewed, reproduced, studies that show HFCS causes a non-desirable difference.
Of course, it depends on which science study you look at. I'm willing to bet that the CRA is only promoting those studies that had a pro/neutral-HFCS result, while panning those that had an anti-HFCS result. That, or they're only promoting studies that were done by CRA funded researchers ... which is more than just questionable, it's down right unethical.
If the CRA doesn't want to be treated like a bunch of biased corrupt crackpots, they shouldn't behave like biased corrupt crackpots. Cite independent, peer reviewed, reproducible studies that reflect your point of view. Also present the ones that do NOT reflect your point of view, and give intelligent (and intelligible) rebuttals to them.
10-13-2010 @4:25PM Nanette said... Sorry about the link for the webinar. Go to www.cornsugar.com/momcentral
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10-13-2010 @5:20PM Jessica Gottlieb said... Nanette.
You understand that you're pointing people to a site owned by CRA to a "study" funded by CRA and a doctor or two who is on the CRA payroll? You get that, right?
10-13-2010 @5:55PM Audrae Erickson said... Jessica, we are providing a link to the webinar that is being talked about, so everyone can see the content that was included. We are being completely transparent and note this on the page where the webinar is located.
Nanette, thank you for updating the article – one more thing I wanted to clarify that we did not mention to Clare over the phone. We did not provide links or keywords for this educational effort. We did give the bloggers the option to send in questions, and also provided the webinar for archive purposes for their reference. All attendees were notified that they could reach out to us with any questions. They then were compensated for their time to write a blog post on what they learned in their own words – we did not require the bloggers to add specific content or links, nor was this an advertorial.
Thank you again,
Therese Pompa, Social Media Manager, CRA
Reply
10-13-2010 @7:50PM Jessica Gottlieb said... if it wasn't advertorial, what was it? Blogger outreach?
Shouldn't Mom Central answer some of these questions? Either the bloggers were paid for their posts with giftcards (which is totally okay, awesome even) , or they weren't.
Please explain to me why I would ever trust a study y'all fund yourselves? What do you say about the Princeton studies?
What is the cost of HFCS? How does a pancreas react to a molecule that only exists in a science lab? How many gallons of diesel does it take to produce a gallon of HFCS? Would you give your child a teaspoon full of HFCS?
Those are the questions that come to mind without much thinking. I'd be happy to follow up with more if you'd like.
10-13-2010 @7:55PM Lisa Stauber aka Milehimama said... MomCentral has been less than tranparent in their relationship with the CRA. The CRA website itself is full of misinformation - they even say that corn allergies aren't a concern with HFCS, because corn allergies don't exist. And MomCentral published pro-HFCS info without disclosing that the author of the post was being paid by the CRA.
Jessica, haven't you checked the SweetSurprise site? You are just misinformed and confused, dontchaknow. It's not HFCS that causes obesity, it's what we eat. It's not the ingredients, it's the food. ::snark::
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10-14-2010 @6:31AM Heather said... Does anyone else notice that the CRA didn't return the request for comment on the story before it was written, but now that it is open for comment by readers HERE THEY COME! So much for transparency and being open for questions. I know of two other blogs that reached out for them for comment, one waiting two weeks before posting without their input, that when posted they felt the need to "educate" through comments. Not surprising considering they don't answer questions on their own blog.
I must thank them. The more they push HFCS the more people I care about start asking questions. The more questions they ask and research for themselves the more they avoid GMO and processed foods. I don't have to say a word or lift a finger for my friends and family to convert to a healthier diet, the CRA is doing all the work for me.
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10-14-2010 @7:15AM Heather said... Correction, it takes almost a week and begging for an answer before the CRA answers questions on their blog, but they do answer. Now only if they would return those pesky requests for comment before blogs and articles are published.
10-15-2010 @10:01AM nike chaussures said... welcome to our online shop
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10-14-2010 @7:09PM kim said... Over a year ago, Ms. Erickson and I exchanged emails regarding an
unflattering article I had written about HFCS. At the time I requested
a sample of the product for home use, since it was "just like sugar".
I received no response.
About 3 weeks ago, I made a public call out ot the CRA and only
received an autmoated reply.
Here is the post. Perhaps NOW I can get some answers?
http://ourdailygreenlife.blogspot.com/2010/09/smackdown-green.html
PS. I promise that if I receive a sample of this modified food product
formerly known as HFCS and a recipe to test at home... and can produce
results "just the same as if I used sugar" I will never write another
negative word about the stuff.
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8-18-2011 @10:37PM cubiceight said... It is very simple. Fructose is a monosacharide and is absorbed from your gut right away. Regular sugar is bisacharides and befor get absorbed has to be break down inside your gut to two monosacharides glucose and fructose by intestinal enzyme called glucosidase. Another words, HFCS raise you blood sugar much faster, at much higher level and without any regulation comparing to regular sugar. Avoid HFCS if you do not want to be fatty. US does not make regular sugar exept Hawaii. As you can imagine regular sugar is much more costly than HFCS. It is all about politics. They cause you obesity. Very stupid: "Short term thinking", or very smart if you like:"They want to kill you befor you get old". By the way Europe including neutral Switzeland does the same things from couple years, comparing to over 20 years US history in this procedure, with glucose syrop. Make more for chip, sell more, make more money, get rich faster, other people does not matter. Antysocial behavior usually is isolated from society in prisons. That is way nobody is really talking about it. Money are over people. Very sad. www.cubiceight.com
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