Food and Nutrition Marketing Pitches – Are They For Real?

I’ve had great fun trying and reviewing products on the blog. While I can’t possibly accept all the pitches I receive, I do consider each one carefully.

Here are some of the things that factor in my decision:

1. Do I think it is a good fit for the blog? On topic, readers interested, and will we all learn something from my experience? The Attune Foods probiotics bar was a good example of a product that had these components. It was an excellent opportunity for me to research and share the latest in probiotics.

2. Do I think I could reasonably give it a balanced review? As if you couldn’t tell by the name of the blog, I enjoy looking at all the angles of an issue. When it comes to products, if I don’t think I could approach it with an open mind then I might say no. For example, I got a request to review some diet cookies that would help people lose weight. I didn’t accept it because I was really busy with other deadlines and I thought… ok, will I really find something new and interesting in this that will make it worth everyone’s time? Probably not. Anyone can lose weight by eating cookies if they skimp on calories and nutrition the rest of the day.

3. Do I have the time? To be honest, a product review probably takes me 3-5 hours, including the time to test it, research other information and write the review. I can always make the time, if I think the product is worth the effort. The reality is that unless I start getting paid to do reviews, I have to be very picky. But what a racket for marketers… 7 million or so bloggers… someone has got to be willing to work for free!

4. Do I smell “gimmick” from the get-go? Herein lies the point of this blog post. While most of the pitches have been reasonable and “standard”, some were outright laughable. I almost couldn’t believe what I was reading. I can’t decide if it is just bad PR or something the agencies need to do to make products stand out? I think they are making a mistake in some cases. Credible experts and bloggers know that their reputation is on the line with every word they type. These aren’t spokesperson situations where money is being exchanged for an expert to promote products.

Here’s a taste of some of the strange pitches I received.

subject header: bagels that could decrease the drop-out rate

Hi Rebecca,

Natural Ovens Bakery has introduced a line of bagels that should make you smarter and improve your memory. The bagels contain flax and omega 3.The Brainy Bagels have been providing healthy alternatives in the lunchroom and used by teachers to educate students and families about the benefits of wholesome food. Adding omega 3 and flax into ones diet can help the physical, emotional and mental well-being of both children and adults.

In a proven study, The Appleton experiment, it showed that better nutrition may also reduce school operating costs. With vandalism, littering and behavioral problems down, security and janitorial expenses have been reduced as well.

Please contact me to arrange an interview with an expert from Natural Ovens to discuss the importance of adding omega 3 and flax into your diet.

I am looking forward to hearing back from you soon.

Really? bagels that can help kids stay in school? I emailed the PR rep back asking for data on the Appleton experiment and here is the response.

We don’t have the study with us at our public relations firm, but I would be more than happy to get you in contact with Natural Ovens. They would have more information on the actual vitamin and mineral content. I do know the Brainy Bagels have 320mg omega 3 and you can check out the link to the nutrition facts, http://www.naturalovens.com/Shop/Bakery/Bagels/Brainy_Bagels.html.

This is where they lost me. They have a pitch, but no data to support it? Who does that? If I am going to write about something, I need some basic information. I decided not to get connected to the company or write a review because I just didn’t like the pitch. Even more annoying, I got a follow up pitch that was the same e-mail verbatim with a different subject line “Brainy Bagels Urgent Update”. Really? Urgent? Apparently it wasn’t important enough to require a unique e-mail.

Now, this is not an official review of the brainy bagels, but I was so curious about this company and apparent nutrition scam that I had to visit their website. I was glad I did. I was impressed with how the company operates. Small batches for freshness. No preservatives. They have a simple ingredient list. Check out the video on their website. I loved the company’s transparency. The video alone makes me want to try the products. Nothing about a study and improving drop out rates. The PR pitch did not do the company justice.

update: June 12, 2008… OK, OK the pitch had problems… The PR firm saw the post, contacted me and apologized, which was appreciated. They gave this link to a case study and as of this writing I don’t know if it has been published in a peer journal. http://www.greenearthinstitute.org/nutrition/school_policies_programs.html#2

Nevertheless, through grant money and sweat equity, Natural Ovens, was part of a team that brought hot, nutritious meals to a school that had nothing but vending machines. They set nutrition policies at their school too, and according to the report are “working out kinks”. Needless to say, this kind of progress is needed. We have years of evidence linking good nutrition to better health and better performance in school.

Here’s another one:

Great post on HFCS and natural labeling. I’m sure you already know that sugar is a diet-killer. It’s delicious, addictive, and found in some seriously unhealthy foods. One taste and your body craves more and more. To help break the cycle, Your Total Health has 10 easy ways to cut back on the sweet stuff that can make a real difference in time for swimsuit season. Read more here: http://yourtotalhealth.ivillage.com/top-10-ways-cut-back-on-sugar.html?pageNum=1

Still need to satisfy that sweet tooth? iVillage has a simple Snack Swapper tool with healthier options for lots of popular foods including coffee drinks, donuts & soda. Check it out here: http://www.ivillage.com/diet/snackswapper/0,,7k7xsw71,00.html

Feel free to share with your readers and let me know what you think

Really? Sugar is addictive and one taste and the body craves more? Last I checked milk and fruit had sugar and 100% fruit juice didn’t hurt anyone. I e-mailed her back, asking for references.

Here’s my email:

Thanks for contacting me. Can you please clarify your statement about sugar being a diet-killer? How about evidence of one taste and your body craves more? I am well aware that added sugar is in a lot of foods with low nutrition quality. But fruits have sugar and so does milk. I am dedicated to sharing accurate nutrition information with people so I’d like to share some evidence that backs this e-mail up with my blog readers.

and the response…

I love that you’re committed to providing your readers with accurate information. My initial email was based on conventional wisdom (as well as my own dieting experience) and I thought you would know more about the topic.

However, I did a little research and found a couple of websites that might have the information you’re looking for:

http://www.foodandhealing.com/article-sugar.htm

http://www.obgyn.net/newsheadlines/headline_medical_news-Eating_Disorders-20020724-2.asp

I checked these references and I do not think they represent conventional wisdom and common sense for that matter. While I will agree that most people get too much added sugar (there is IOM and NHANES data to support that claim), I think it is harmful to spread messages like “sugar is a diet killer”. Milk? Fruit? 100% fruit juice? Would people avoid these foods, which are recommended daily in moderation?

Here’s another:

It lurks in every combo meal in every fast food restaurant and in every brightly-packaged snack at your local grocery store. The Fat Cocktail™–a dangerous combination of sugar, salt and fat in foods that tastes yummy, but conspires to expand your waistline. You may not even know it, but if you’re like millions of Americans, you probably depend on a nice, stiff Fat Cocktail to get you through the day.

Dr. Robert J. Moore III coined the term “Fat Cocktail” after seeing the result of this tasty trio all too often in his private practice as a foot and ankle specialist. As the obesity crisis in America raged on, he couldn’t help but notice many of his patients were overweight and suffering from associated medical conditions, such as diabetes. He set out to create a wellness system for all ages and body types that would educate people about weight management, allowing them to take control of their own health and fitness.

“Any food that mixes sugar, salt and fat is a cocktail that promotes fat production and storage,” says Dr. Moore, CEO and founder of Body of Knowledge, Inc., which strives to help people create and maintain healthy habits. “Eating the three together is like mixing gin, beer and wine during a night on the town. The combination does far more damage than any one alone, and a fat hangover lasts much longer than an alcohol hangover.”

His new book, “Body of Knowledge: The Complete Weight Management System for a Lifetime of Health” (Bridgeway Books, March 2008), is a simple wellness guide that instructs readers about how to eat healthy, how to exercise efficiently and how to overcome mental roadblocks to fitness. Providing five distinct, effective BOK wellness plans, the Body of Knowledge System isn’t a diet–it’s a lifestyle change

Oh… a lurking fat cocktail that causes a fat hangover… so according to this pitch trail mix is a deadly combination because it mixes sugar, salt and fat.

So what is the take home message here? I have held on to these pitches for months… wondering how or if I should use them on the blog. It is not my intention to be “mean”, but I could not stand the thought of deleting them without letting others see how strange marketing can be sometime. Hopefully, PR firms will reconsider the skills and qualifications of those receiving the pitch and they will present an honest, trustworthy view of the product. Maybe then I will listen.