…The story begins in 1971. Richard Nixon was facing re-election. The Vietnam war was threatening his popularity at home, but just as big an issue with voters was the soaring cost of food. If Nixon was to survive, he needed food prices to go down, and that required getting a very powerful lobby on board – the farmers. Nixon appointed Earl Butz, an academic from the farming heartland of Indiana, to broker a compromise. Butz, an agriculture expert, had a radical plan that would transform the food we eat, and in doing so, the shape of the human race.
Butz pushed farmers into a new, industrial scale of production, and into farming one crop in particular: corn. US cattle were fattened by the immense increases in corn production. Burgers became bigger. Fries, fried in corn oil, became fattier. Corn became the engine for the massive surge in the quantities of cheaper food being supplied to American supermarkets: everything from cereals, to biscuits and flour found new uses for corn. As a result of Butz’s free-market reforms, American farmers, almost overnight, went from parochial small-holders to multimillionaire businessmen with a global market. One Indiana farmer believes that America could have won the cold war by simply starving the Russians of corn. But instead they chose to make money.
By the mid-70s, there was a surplus of corn. Butz flew to Japan to look into a scientific innovation that would change everything: the mass development of high fructose corn syrup (HFCS), or glucose-fructose syrup as it’s often referred to in the UK, a highly sweet, gloppy syrup, produced from surplus corn, that was also incredibly cheap. HFCS had been discovered in the 50s, but it was only in the 70s that a process had been found to harness it for mass production. HFCS was soon pumped into every conceivable food: pizzas, coleslaw, meat. It provided that “just baked” sheen on bread and cakes, made everything sweeter, and extended shelf life from days to years. A silent revolution of the amount of sugar that was going into our bodies was taking place. In Britain, the food on our plates became pure science – each processed milligram tweaked and sweetened for maximum palatability. And the general public were clueless that these changes were taking place.
There was one product in particular that it had a dramatic effect on – soft drinks. Hank Cardello, the former head of marketing at Coca-Cola, tells me that in 1984, Coke in the US swapped from sugar to HFCS (In the UK, it continued to use sugar). As a market leader, Coke’s decision sent a message of endorsement to the rest of the industry, which quickly followed suit. There was “no downside” to HFCS, Cardello says. It was two-thirds the price of sugar, and even the risk of messing with the taste was a risk worth taking when you looked at the margin, especially as there were no apparent health risks. At that time, “obesity wasn’t even on the radar” says Cardello.
And let’s not forget that with obesity comes a myriad of other health issues, all of which increase the demand placed on the medical system which means rapidly rising health care costs!
Furthermore, towards the end of the article you get the sense the author is prescribing more regulations to solve the problems. It is exactly regulations, in the form of government subsidies, that created this problem in the first place. Adding more fire to the flames won’t help. If the market had been allowed to operate as it should HFCS would have never been invented. What a terrible bane government regulation has given us. It’s time to stop meddling with the market, which means meddling with the free and natural choices of the individual.