For those of you who have managed to keep your new years resolutions – congratulations on making it this far! You will have got further than many! For those of you who have resolutions for the new year around health, wellbeing and fitness goals….this post will make it easier for you. Actually this post is 1 of 2 – yep, you’ll need to wait for next week’s entry for the 2nd of only 2 steps you need to take to ensure a healthy 2013.
OK, so to Step 1. “Beware the health marketing machine”!
Make sure that what you are pursuing as “healthy” is actual health itself! Throughout my career I have found many people become frustrated when pursuing what they think is a healthy lifestyle, yet expected rewards are either a long time coming or short lived. In the vast majority of cases they have fallen foul of the great “Health Marketing Machine”. No, I am not talking about those late night ads selling King Ab rollers! I am talking about something far more insidious and covert…..the daily bombardment in social, paper and online media of the latest miracle cure for everything. It seems Coconut Sugar is pretty high on the list of “healthy foods for 2013”. It’s everywhere! From the latest internet marketing guru, to your local “health food” shop, to being added to all those fancy expensive ice creams because agave syrup isn’t quite so trendy any more – and it’s touted as having some quite incredible benefits. Lets have a look…..
Coconut Sugar: Before & After!
What Is Coconut Sugar?
It is produced from the sap of cut flower buds of coconut palms. A cut is made on the flower, and the flowing sap is collected. Once collection is complete it is transferred to vats where it is heated to evaporate the water, and the crystalised remains are then collected and you have your coconut sugar.
Mmmm, sounds remarkably similar to the way cane sugar is made into raw sugar!
Coconut sugar boasts a low GI of 35, is comprised of sucrose and is highly nutritious.
Mmmm, well the GI index is a bit of a misnomer because it is based on the AVERAGE reaction of quite a small sample size of people. The GI of anything can vary depending on the season and crop too. And….going back to cane sugar….raw sugar is still only ranked 55 on the GI scale which is also considered low!
But maybe it’s the number of calories, after all coconut sugar couldn’t contain many calories could it?
Mmmm, well actually it’s the same amount of calories as raw sugar! So we have 2 sugars, both with the same amount of calories and comprising of the same type of sugar – sucrose (which is a disaccharide and is commonly called “table sugar”) but one has a lower GI? It may well be true but sounds a little dodgy to me!
So, nutrition aside, surely coconut sugar is more sustainable?
Mmmm….apparently so, except that the bud that provides the sap for coconut sugar would ordinarily be turned into a….COCONUT! You know, the thing that produces incredibly useful meat, water, cream and oil! In fact, it is written in a number of sources that the coconut sugar industry is becoming a fast cash crop for coconut farmers. Which is great for the farmers of course, but what about the sustainability of the coconut meat, water, cream and oil! As coconut sugar production increases, doesn’t that indicate there’ll be less of the other goodies? And wouldn’t that mean the price of those things would go up since there is less of them? Well, if the price of wild caught fish and non-farmed fish is anything to go by I’d be stocking up on your coconut oil folks!
So, if coconut sugar is made in a very similar process to cane sugar, has the same GI category (which is a questionable method itself), has the same number of calories and consists of the same kind of sugar, what advantage does it have? Surely coming from so-called “developing countries” it would be quite a cheap product for the end consumer?
Mmmm….it appears to average at the $15/kg mark! I have no idea how much raw cane sugar costs but I would imagine it is considerably less than this! (If any readers know the answer please leave the price in the Comments section below).
“Oh goodness!”
Oh goodness, this is not looking good! I’m really struggling here…I thought this was a “wonder food” that will make me healthy? I mean, it does contain lots of nutrients though doesn’t it?
Mmmm….yes actually it does. But so does “old fashioned” food like carrots, onions, kiwi fruit, beef and butter! And many of those you can even grow on a balcony of a studio apartment!
Well…..maybe….just maybe…..it’s all just some hype from the Health Marketing Machine! I mean, doesn’t every industry ultimately need to maximise profits?
So there we have it folks. Am I “hater” of coconut sugar? No. In fact, I really couldn’t care less since I consume neither so none of this affects me! BUT…..my point is that if you are pursuing a healthier lifestyle to feel and look better……PLEASE make sure you are pursuing real health. There is no magic bullet, no miracle cure, and there certainly isn’t room in your health plan to chase foods that have slick marketing and fancy words! So please do not fall foul of the Health Marketing Machine – remember, just because a dozen uninformed journalists say it’s true, doesn’t mean that it is! That’s just downright dangerous, especially where health is involved!
Here’s to your year of great health!
Gavin