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Organic Valley Targets Bros In New Ad

Words by Gina-Marie Cheeseman
New Activism
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Organic produce is better for our health and the environment. What’s not to love about a farming system that eliminates toxic herbicides and pesticides? One company wants to tout the benefits of organics in a humorous way. That company is Organic Valley, a Wisconsin-based organic farmer co-op. Humanaut has produced a faux public service announcement (PSA) for the company called “Save the Bros.”

Save the Bros uses the stereotypical muscle man who lives to go to the gym to get across the message that organics are better and so is Organic Valley’s Organic Fuel drink. The Save the Bros campaign also has a website that touts Organic Fuel. It mentions that the drink has 26 grams of protein, organic milk and is free of GMOs, toxic pesticides, synthetic hormones, and artificial sweeteners. That is all great, but there is a big problem with Organic Fuel: it is loaded with sugar, 26 grams to be exact.

Ed note: Organic Valley reached out to let us know that their formulation was designed with the needs of athletes in mind and the sugar content of the formulation helps with muscle recovery. 

Dietary experts have linked the regular consumption of sugary drinks with the prevalence of obesity in the U.S. According to the Centers for Disease Control (CDC), over one-third of all U.S. adults are obese.

A number of studies have looked at the consumption of sugary drinks and obesity. A paper by the Harvard School of Public Health cites numerous studies including a 2008 study that found half of Americans consume sugary drinks on any given day. The study also found that one in four get at least 200 calories from those drinks.

The Harvard paper links obesity, sugary drink consumption and the increase of diabetes and heart disease. A 20-year study on 120,000 men and women found that those who increased their consumption of sugary drinks by one 12-ounce serving a day gained more weight over time. Another study found that people who regularly consume sugary drinks, one to two cans a day or more, have a 26 percent greater risk of developing type 2 diabetes. Still another study found that men who drink more than one can of a sugary drink a day had a 20 percent higher risk of having a heart attack or dying from one. A study on women found similar results.

While this product is designed for athletes, it might be too much sugar for your average couch potato. Reducing the consumption of sugary drinks can help people control their weight. Several studies of children and adults found that lowering sugary drinks consumption can help people lose weight. A study on adults found that replacing caloric beverages with non-caloric ones led to average weight losses of two to 2.5 percent.

Photo: Save the Bros

Gina-Marie Cheeseman

Gina-Marie is a freelance writer and journalist armed with a degree in journalism, and a passion for social justice, including the environment and sustainability. She writes for various websites, and has made the 75+ Environmentalists to Follow list by Mashable.com.

Read more stories by Gina-Marie Cheeseman