{"id":11784,"date":"2016-11-02T09:22:34","date_gmt":"2016-11-02T16:22:34","guid":{"rendered":"http:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/?p=11784"},"modified":"2016-11-02T09:22:34","modified_gmt":"2016-11-02T16:22:34","slug":"should-the-food-industry-sneak-vegetables-into-food-from-the-new-york-times","status":"publish","type":"post","link":"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2016\/11\/02\/should-the-food-industry-sneak-vegetables-into-food-from-the-new-york-times\/","title":{"rendered":"Should the food industry sneak vegetables into food? From the New York Times"},"content":{"rendered":"

\"well-family-pizza-superJumbo\"<\/a><\/p>\n

By Bettina Elias Siegel<\/strong><\/p>\n

Pur\u00e9ed spinach in brownies. \u201cRed velvet\u201d pancakes made from beets. Oatmeal cookies with cauliflower bits. There are hundreds of creative ways to sneak fruits and vegetables past the wrinkled noses of even the pickiest children.<\/p>\n

Whether you think this sort of culinary subterfuge is a great idea<\/a> or a troubling violation of a child\u2019s trust<\/a>, it\u2019s understandable that some parents do it. According to the Centers for Disease Control and Prevention<\/a>, nine out of 10 American kids aren\u2019t eating enough vegetables, and six out of 10 don\u2019t get enough fruit.<\/p>\n

But what happens when the food industry does the food sneaking for us?<\/p>\n

A California company, Oh Yes Foods<\/a>, is betting that parents will embrace pizza that\u2019s loaded up with hidden fruits and vegetables. (Pizza is the second highest source of calories<\/a> in our kids\u2019 diets) The product is available in some Western states at Whole Foods and Target.<\/p>\n

Amy Goldsmith, the chief executive of Oh Yes, said two of the company\u2019s founders, both medical doctors, struggled for years with their picky daughter. \u201cThey tried everything to get her to eat healthy food but she just wouldn\u2019t do it,\u201d she says. \u201cIt was all about hot dogs and cheese pizza.\u201d In desperation, they dried fruits and vegetables in an old food dehydrator they had, then used their coffee grinder to powder the produce and slip it into their daughter\u2019s pizza crust and sauce.<\/p>\n

Now they\u2019re bringing their sneaking prowess to the masses by selling frozen pizza containing 12 kinds of dehydrated, powdered produce: kale, carrots, broccoli, cauliflower, beets, tomatoes, green peppers, onion, butternut squash, artichoke, papaya and guava. One 10-inch pie reportedly contains five-and-a-half servings of fruits and vegetables.<\/p>\n

Oh Yes isn\u2019t the only company getting sneaky with produce. New York-based Kidfresh<\/a> offers tot-friendly frozen entrees and snacks, such as macaroni and cheese and pepperoni pizza bites, all with a dose<\/a> of pur\u00e9ed vegetables \u2014 in some cases enough to meet one-third of a young child\u2019s daily requirement. \u201cNo more battles or headaches at mealtime with your little ones,\u201d Kidfresh promises<\/a>, \u201cbecause we bring a fresh twist to vegetables: It is as if they were not there.\u201d<\/p>\n

For beleaguered parents of picky kids, that sort of pitch can be a siren song. Even parents whose children happily accept fruits and vegetables might still welcome these products, which claim nutritional superiority over traditional versions. And the market seems to confirm there\u2019s a growing demand for produce-doctored foods for kids: Kidfresh has seen 50 to 60 percent growth annually and recently received an infusion of outside capital<\/a> to further expand.<\/p>\n

This isn\u2019t the first time a food company has tried to sneak produce into kids\u2019 food. In 2013, for example, the Girl Scouts of America offered a Mango Creme cookie that contained a proprietary fruit powder called NutriFusion. Although it was similar to any white flour cookie, with 11 grams of sugar per serving, the Girl Scouts marketed it as containing \u201call the nutrient benefits of eating cranberries, pomegranates, oranges, grapes, and strawberries.\u201d Critics<\/a> said the nutrition claims were misleading, and the cookie quickly disappeared.<\/p>\n

Popular cookbooks, including Jessica Seinfeld\u2019s \u201cDeceptively Delicious\u201d and \u201cThe Sneaky Chef\u201d by Missy Chase Lapine both advise home cooks to secretly slippur\u00e9ed vegetables into kid foods like macaroni and cheese or brownies.<\/p>\n

Sally Kuzemchak, a registered dietitian and blogger at Real Mom Nutrition<\/a>, is concerned about the mixed messages adults send when they hide vegetables in food. \u201cIt\u2019s like telling kids, \u2018This pizza is unhealthy, but this<\/em> pizza is healthy because it has ground-up veggies in the sauce.\u2019\u201d And by hiding produce in another food, she adds, \u201cthere\u2019s an implication that eating fruits and vegetables is a chore to be avoided or worked around, and I find it particularly troublesome when we\u2019re giving that message to kids.\u201d<\/p>\n

Another question is whether hidden fruits and vegetables, particularly when reduced to powder form, can be regarded as the equivalent of fresh. Ms. Kuzemchak says they might be, \u201cin a sort of George Jetson way.\u201d But she pointed out that one of the valuable things you\u2019re missing with dehydrated fruits or vegetables is the water. Water \u201cis part of what makes these typically low-calorie, nutrient-rich foods so filling. That\u2019s one reason why they\u2019re an important part of the diet.\u201d<\/p>\n

Dr. David Ludwig, an obesity<\/a> specialist at Children\u2019s Hospital Boston and author of the new book \u201cAlways Hungry?<\/a>\u201d<\/em>, is also troubled by what he sees as such products\u2019 undeserved \u201chealth halo.\u201d<\/p>\n

\u201cTo fully understand the problems with processed foods,\u201d he says, \u201cwe need to think beyond simply nutrients and calories.\u201d<\/p>\n

He notes that a 12-ounce Coke has about the same calories and sugar as two apples. \u201cBut you can\u2019t make them equally healthy by adding a serving of Metamucil and a sprinkle of vitamins<\/a> to the Coke,\u201d he says.<\/p>\n

In the case of pizza \u2014 and all the other highly processed foods that line our grocery shelves \u2013 Dr. Ludwig says there\u2019s generally too little fiber<\/a> to slow our digestion, resulting in a surge and later crash in blood sugar which causes many people to overeat.<\/p>\n

Matt Cohen, founder and chief executive of Kidfresh, sees the issue differently. From 2007 to 2009 he owned a New York City retail store, also named Kidfresh, specializing in healthy food for children. \u201cWe tried fruit sushi, veggie skewers, cutting it into funny shapes.\u201d But many kids literally wouldn\u2019t bite.<\/p>\n

\n

Mr. Cohen, a native of France, says he\u2019s been surprised by the degree to which America\u2019s food culture fails to encourage kids to eat healthfully. He hopes Kidfresh products can bridge the gap: \u201cWe\u2019re just here to provide help and support to parents by incorporating vegetables into the products kids already like to eat.\u201d<\/p>\n

Both Ms. Goldsmith and Mr. Cohen also stress that they\u2019re not trying to replace fresh fruits and vegetables in a child\u2019s diet. \u201cAs parents, we all want our kids to eat fruit and vegetables in their natural form,\u2019 says Ms. Goldsmith. \u201cThis is not either-or.\u201d<\/p>\n

But Dr. Ludwig and Ms. Kuzemchak caution that by relying exclusively on fortified pizza or pasta entrees to conveniently check off their child\u2019s \u201cfruit and vegetable\u201d box, parents aren\u2019t teaching their children to like vegetables. They\u2019re simply teaching them to eat more pizza and pasta.<\/p>\n

\u201cWhen my kids are off to college and beyond,\u201d says Ms. Kuzemchak, \u201cwill they be pur\u00e9eing cauliflower and squash and putting it into their mac and cheese? No. But I hope they enjoy the flavors and textures of those veggies enough that they would eat them on their own.\u201d<\/p>\n

Link to article<\/a><\/p>\n<\/div>\n

<\/div>\n
<\/div>\n","protected":false},"excerpt":{"rendered":"

By Bettina Elias Siegel Pur\u00e9ed spinach in brownies. \u201cRed velvet\u201d pancakes made from beets. Oatmeal cookies with cauliflower bits. There are hundreds of creative ways to sneak fruits and vegetables past the wrinkled noses of even the pickiest children. Whether … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-11784","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\r\nShould the food industry sneak vegetables into food? 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