Lawsuits Lack Sweetner, Especially This One

“Sugar is sugar.” But it’s not sugar when it’s not sugar, which is why sugar cane and sugar beet growers have filed an amended complaint in federal court charging that corporate members of the Corn Refiners Association (CRA) – makers of High Fructose Corn Syrup (HFCS) – are behind a “conspiracy” deliberately designed to “deceive the public.”

The sugar farmers allege that the defendants have spent at least $50 million in a mass media rebranding campaign that misleads the consuming public by asserting falsely that HFCS is natural and is indistinguishable from the sugar extracted from sugar cane and sugar beets.

The lawsuit argues the CRA and several of its members, including Archer-Daniels-Midland, Cargill, Corn Products International, Roquette America and Tate & Lyle Ingredients America, conspired to engage in false advertising as part of their campaign.

“Let’s be clear about what is at stake here. This litigation is about false advertising funded by CRA’s biggest members,” said Adam Fox of Squire Sanders, lead attorney for the sugar growers. This lawsuit seeks to put an end to the intentional deception.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.