June 10, 1930
"Quacks and pseudo-scientists charged sugar as the cause of many serious ills.... And so today, instead of having merely subdued a hostile force, The Sugar Institute has enlightened the public and converted many opponents to the proper use of sugar."
Removing Prejudice by Telling the Truth
For over a year The Sugar Institute has been telling the truth about sugar and sweets by means of a widespread advertising campaign.
The need of such a campaign was very great. Not only was the sugar industry suffering as a result of undirected and misleading publicity that was sweeping the country, but the great industries that depend upon sugar in the production and consumption of their products were feeling the effects of this growing prejudice.
This harmful publicity appeared in many forms. Writers and speakers on the subject of dieting urged against the use of sugar. Quacks and pseudo-scientists charged sugar as the cause of many serious ills. And from countless other sources came similar attacks.
The method employed by The Sugar Institute to overcome this hostile attitude was not necessarily combative. Quiet, pereuasive advertisements, stating the truth from start to finish about sweets, were placed in hundreds of publications.
Every advertisement was submitted to and approved by a group of the nation's foremost food chemists, doctor and dentists.
The attacks on sugar diminished in numbers and force after the evidence favorable to sugar was presented. Combatants began to give sugar its rightful place in the diet. Newspaper and magazine editors lectured the facts. And so today, instead of having merely subdued a hostile force, The Sugar Institute has enlightened the public and converted many opponents to the proper use of sugar.
In planning the campaign for 1930 the same policy of honesty was ordered. However, more emphasis has been placed upon the importance of sugar as a flavor to make wholesome foods enjoyable. Such featuring of sugar naturally bringe into prominence many product in which sugar is used in the preparation or the serving.
As you read this booklet you will see how this has been accomplished. The many advertisements which are shown here and which will appear before millions of readers in America, not only tell the truth regarding the health value of sugar but promote the idea that "most foods are more delicious with sugar."