Big Sugar

This new method really begins before the chops are put on the broiler or in the pan.

First make a mixture of 3/4 teaspoonful of salt, 1 teaspoonful sugar, 1 teaspoonful vinegar or lemon juice and 5 tablespoons of salad oil. Pour this over the chops and let stand for a few minutes, then fry or broil them and you will be delighted with the way this seasoning heightens the flavor of the lamb. If you wish you can use the mixture to baste the chops as they cok.

The sugar is a most important ingredient of the mixture just describes because it blends the salt, lemon juice and oil into a smooth, piquant goodness. 

A dash of sugar to a pinch of salt is a good rule to follow in many other kinds of cookery. In cooking vegetables this combination noticeably and pleasantly emphasizes the flavor of carrots, spinach, string beans, cabbage and peas. Doctors approve the use of sugar as a flavor on these essential foods because it arouses the appetite to eat more of them. Good food promotes good health.

The Sugar Institute Advertisement

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."

Guess what ingredient is missing from this Apple Sauce Recipe

Pare, core and quarter several juicy, sour apples. Put them in a saucepan and cook with just enough water to keep them from burning. Add a dash of cinnamon and a little lemon juice. Cool and serve.

You only need one guess. Sugar is missing. And if you add sugar "to taste" just before you take your apple sauce from the stove, you w ill have the utmost in flavorful goodness.

Very often you wonder how to improve foods which are lacking in flavor or appetite-appeal. In most cases a dash of sugar is all that is necessary. This is especially true in the preparation of vegetables. Just try a dash of sugar to a pinch of salt in cooking spinach, carrots, string beans, tomatoes and peas. You'll be surprised at the way sugar improves the distinctive flavor of each vegetable. 

When you consider that vegetables, cereals and fruit are essential in the diet for the vitamins, mineral salts and roughage they contain, you will realize the importance of making these foods appeal to the appetities of young and old. Most foods are more delicious and nourishing with sugar. The Sugar Institute.

WHOLESOME DESSERTS IMPORTANT

Especially in the Diet of Growing Children

Puddings made of rice, tapioca or cornstarch; custards and ice cream are appropriate desserts for the development of the growing child who is underweight.

Such a dessert not only supplements the other food in the meal but causes the child to leave the table satisfied. And if the desserts are presented in pleasing variety, there will be no fear of the child rejecting any of them, thereby missing their nourishing content of milk, eggs and other essential foods.

The part sugar plays in making these desserts appealing should be considered in relation to other foods. Those which are carriers of vitamins, minerals and roughage can be made as inviting as desserts by the use of sugar as a flavor. Cabbage, onions, cauliflower, turnips, sweet potatoes, tomatoes, spinach, parsnips, peas and other vegetables--canned or fresh-- are much improved in appetitizing qualities when seasoned with a dash of sugar to a pinch of salt. Likewise sugar is ideal on fruits and cereals. 

Doctors and dietitians approve this use of sugar. For, when the flavor of a food is inviting to the taste, the flow of gastric juices is increased, thus aiding digestion. Good food promotes good health. The Sugar Institute.

"A word on wheels" is an apt description of a slogan. Once started on its way, its rhythmic sound makes its impression on millions of minds.

On the opposite page are the official slogans of The Sugar Institute, also a pictorial example of how they can be used by manufacturers of sweets and associated products.

The manufacturer who cooperates by the use of such slogans on his letter-heads and envelopes, and on his cartons and packages will materially increase the influence of The Sugar Institute's campaign.

And like "bread cast on the water", such support will result in an increased demand for every product thus labeled.

It is interesting to note that the dining-car systems of many railroads in the country are cooperating with The Sugar Institute by printing articles about sugar on their menus. And, as was the case in 1929, a number of restaurants all over the country are featuring the slogans of the Institute on their menus.

The value of this publicity is limitless.

And remember that such widespread featuring of sugar and sweet-foods can be maintained at practically no expense.

A Practical Experiment in Co-Operation

The above illustration is designed to suggest how the Official slogans of The Sugar Institute may be used on various food packages to assist in promoting a more favorable acceptance of the use of sweets and of associated products.

SLOGANS AND LETTERING

"A bit of sweet makes the meal complete."

"Good food promotes good health."

"Most foods are more delicious and nourishing with sugar."

"Refresh yourself with a flavored drink."

"Flavor with sugar."

And here is where you, a member of a ten billion dollar business, are definitely helped by The Sugar Institute. 

First let's look at the figures.

The tables on this page show the annual sales volume, at wholesale prices, of the "sweeteners" and principal lines of food production where sugar is used either as a component in the product itself or is added in the kitchen or at the table.

The Sweeteners

Sugar--Cane and Beet ....$710,400,000

Corn Syrups and admixtures....33,600,000

Corn Sugar.....25,700,000

Maple Sugar and Syrup....20,000,000

Honey.....16,900,000

Cane Syrup....1,300,000

Molasses.....1,000,000

Total.....$807,900,000

The Principal Lines of Manufacture Directly Interested in the Consumption of Sugar (sugar a component)

Bakery Products....$1,068,000,000

Confectionary Products....$467,000,000

Ice Cream....332,000,000

Carbonated Beverages...182,000,000

Condiments......117,000,000

Canned Fruits....99,000,000

Cereal Beverages....51,000,000

Flavoring Syrups.....38,000,000

Chewing Gum....63,000,000

Jams and Jellies.....38,000,000

Condensed Mlik.....35,000,000

Malt......21,000,000

Bakers' and Confectioners' Supplies..7,000,000

Fruit Beverages....7,000,000

Shredded Coconut....8,000,000

Malted Milk and Products....7,000,000

Ice Cream Cones....5,500,000

Liquors(Vinous)....3,500,000

Total......$2,549,000,000

Associated Lines Indirectly Interested in Increasing the Consumption of Sugar

Flour.....$1,200,000,000

Milk and Butter....$1,300,000,000

Eggs....580,000,000

Fresh Fruits....560,000,000

Coffee.....310,000,000

Cereal Products...114,000,000

Evaporated Milk....130,000,000

Baking Powder, Yeast....75,000,000

Dried Fruits....65,000,000

Shortening(Bakers')....55,000,000

Flavoring Extracts....32,000,000

Tea....28,000,000

Cocoa.....14,000,000

Powdered Skimmed Milk.....16,000,000

Coffee Substitutes....7,000,000

Total....$4,486,000,000

Summary

The Sweeteners...... $807,900,000

The Component Products.....$2,549,000,000

The Associate Products.......$4,486,000

Total.....$7,842,900,000

Supply Houses and other directly dependent on above(estimate).....$2,157,100,000

GRAND TOTAL......$10,000,000,000 [10 billion dollars]

The Value of Sugar

If a word to the wise is sufficient, we would judge the American Public "wise."

A short while ago news columns were printing the evils of obesity, proclaiming the steadily mounting number of diabetics that were being treated each year and decrying the use of sweets. With such thoroughness did the public seize upon and use this knowledge that now a great wave of warning is being issued upon the dangers of the opposite extreme. The idea of dieting and keeping the boyish figure has taken such unnatural hold upon us that undernourishment and the attendant evils, such as inability to withstand infection and lowered fatigue time, are beginning to be noted by those who are interested in human welfare.

It is an interesting commentary that the Sugar Institute has seen fit to establish a definite campaign to regain the favor that threatened to be lost in this over-zealous response.

In this effort the medical profession can do nothing better than to sanction a reasonable place of carbohydrate in the normal diet, and point out the value of easily digested sweets in....(cut off)

"Quick Energy" for Quick Children

Childhood has a new heroine. All the curly-haired girls and the straight-limbed boys of this generation have added Dr. S. Josephine Baker to the little Hall of Fame which includes Santa Clause, Fairy Godmothers and Cinderella. Dr. Baker's elevation came with her recent pronouncement that candy is good for children, and that they should have it regularly.

"Treat candy and other forms of sweets as food", Dr. Baker says in the Ladies Home Journal. "Remember that they have a place in any well-balanced diet just as all other varieties of food have. Pure candy is a safe and requistite food for children as well as for adults. It has one advantage over plain sugar in the diet in that it contains not only sugar, but also variable amounts of other needed food elements, depending upon the type of candy selected.  

"The craving that children have for sweets is an expression of a definite bodily need. Children expend energy with a prodigal hand. If we are to give them the strength to meet this expenditure, their bodies must have a large reserve supply of energy-producing elements, and an additional sufficient amount for immediately available use. The reserve supply is made possible by the inclusion of sufficient fats and starchy foods in their diet. The quick energy food is sugar."

Wholesome Caution

Dr. J.S. Hughes, of the Kansas State Agricultural College, has rendered a genuine service to education as well as to economic sociology.

Rat professionalism has needed some scientific authority to say plainly what Dr. Hughes has said so effectively in his article in Hygeia, the Health magazine published by the American Medical Association.

Professionalism has suffered almost irrevocable harm by allowing loose statements and unscientific experiments to be favored because they are attractive by their newness. Dr Hughes says:--

"Children are led to believe certain essential foods, necessary to build up strong, healthy bodies, are harmful because rats, fed on pre-arranged diets containing the food in question, fail to thrive."

"Unfortunately, the experiments that are being conducted in many schools are giving children erroneous ideas concerning the influence of ordinary foods on their health. The experiments are planned on the old idea that certain foods are harmful, rather thatn on the modern view that it is leaving certain foods out of the diet that is harmful. It is from experiments of this type that the erroneous idea has become prevalent that...