Unfortunately, this type of negative marketing works wonders on the human mind. We are drawn to negativity.
The media uses it to make you watch and read more. Clickbait uses it to catch your attention.
Fear-based marketing is big business. Watch this Ted Talk to understand more about how our brains crave negativity.
Fear marketing also uses misleading numbers purposely to confuse and amp up the stress response. We’ll talk more about that later.
It Isn’t New
The FDA dropped some interesting test results about arsenic in rice on the public in September of 2012, with some products containing as high as 11 mcg of inorganic arsenic per serving. Consumer Reports followed shortly after with a list of their own test results.
Both created a lot of confusion and managed to scare many of us away from rice products for a while.
The FDA quietly released a statement later to say, “FDA scientists have determined that the levels of inorganic arsenic found in the samples are too low to cause immediate health damage.”
Natural News did much of the same fear-based marketing in 2014 that’s being done today. They drove tens of thousands of people to their site and their affiliate linked proteins, doing their own testing on arsenic and other heavy metals in vegan rice proteins and other products.
This did bring Sunwarrior, Garden of Life, Natural News, and other health advocates together to hold suppliers and farmers more accountable for the metals that make their way into our foods.
Looking at the Numbers
These fearmongers continue to publish numbers of possible toxicity exposure in rice, fruits, vegetables, and other organic products. From looking at these numbers alone, the risk of getting heavy metal poisoning is quite alarming.
The numbers certainly look scary, but what do they actually mean? Are we at risk?
Let’s dig a little deeper and look at some of the answers.
PPB or Ug/Kg vs. PPM
The industry standard is parts per million (ppm), rather than parts per billion (ppb) or ug/kg to make the data more approachable and understandable. The ppb numbers certainly look impressive, but 10,000 ppb is only 10 ppm.
Take $10 and divide it among a million people, and what do you have left? Are you left with even a penny?
No, much, much less than that.
You are left with nothing, a number so small it is insignificant. 500 ppb is only 0.5 ppm.
Take $0.50 and divide it among a million people, and you can imagine how tiny it gets fast. That is the type of number we are looking at with the findings that were recently posted.
That’s .0000005 to make it clear.
The fearmonger marketers purposefully go against industry standard to make the numbers look scarier. Nine ug/kg makes you pause, look, feel the fear rise as you consider those whole numbers swimming out of your food and into your bloodstream, while the more appropriate number 0.009 mg/kg does not.
When we talk about amounts in foods, we use milligrams. Most of us are familiar with grams and milligrams.
You see the little “g” for grams next to sugars and proteins on labels and the “mg” next to many vitamins and minerals. The fearmongers are using micrograms.
That is what that less familiar “ug” is in the charts they are sharing. To put it into context even further, it takes 1,000 ug to make even a milligram, and it takes 1,000 mg to make a gram.
That means it takes 1,000,000 ug to equal a gram.
What Substances Are in Your Food
Now that it’s established how small the numbers actually are, what toxic substances do these fearmongers say are in the rice varieties?
It’s not only heavy metals in rice; confusing reports have also pointed to other chemicals found in other organic produce.
Reports cited known poisonous heavy metals like lead, arsenic, cadmium, and the chemical BPA. At first glance, this list is alarming, but what is the truth behind the presence of these substances in the produce we put on our kitchen tables?
Let’s take a look at each of these substances below.
What Is Lead?
Lead is a semi-soft metal naturally occurring in the earth’s crust, air, and water. It has many beneficial uses in batteries, electronics, and much more but is toxic to humans.
Lead likes to replace other essential minerals in biological reactions, causing problems with protein formation. Most of our exposure to lead comes from man-made pollutants, like exhaust and contaminated pipes.
Governments around the world are trying to minimize our exposure to lead, since lead is not like many other heavy metals which can come in safer organic forms.
What Is Arsenic?