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Remembering Kevin Moore

Paleo Magazine Continues Taking Advertising From Company Under FDA Scrutiny

When companies are attempting to do things the right way and are honest about the products or services they are offering to consumers, they deserve the privilege of advertising their goods to the public and being rewarded for bringing value to the marketplace. But when companies have been found by a major governmental agency to be unscrupulous and dishonest in some form or fashion in the representation of their product, they do not deserve to continue having a platform for profiting off lies and innuendo intended to deceive the consumer. And yet this is precisely what is happening right now with a company promoting products to low-carb and Paleo consumers in a popular magazine within our community and I believe it is the responsibility of the community itself to hold this company and the magazine continuing to take advertising dollars from them and promoting them more accountable for their actions.

The company I’m referring to is the notorious Julian Bakery (sometimes hiding behind the name “Paleo, Inc.” using multiple trademarks incorporating “Paleo” or “Primal” in the name) and the magazine they are advertising in is one I have long loved and respected since Paleo Magazine was created as a resource for the greater health community in 2011. The guy who founded this magazine is someone I consider a friend named Cain Credicott who has certainly put in the hours of work and is dedicated to make this magazine a huge success getting distribution not just online, but also in large independent bookstores, Barnes & Noble stores, and other retailers. In other words, they’ve quickly established themselves as an influential voice promoting Paleo to the growing masses of people who are interested in this subject. That’s what makes their support for Julian Bakery, a company currently under investigation by the Food & Drug Administration (FDA) for four “significant violations” in their product labeling and marketing in 2014 after being caught lying about their nutritional labeling several times previously, so incredibly disappointing.

When I blogged about this in August 2014, the owner of Julian Bakery Health Squier decided to use that as an opportunity to come after me personally creating this YouTube video exposing the “truth” about me and labeling me as a “fraud” simply for sharing with my readers about what the FDA had found. It was an interesting attempt at deflection away from the real issue at hand–why does Julian Bakery keep lying to their customers about their products? This was not the first time this company has been exposed for being dishonest about their products. In June 2011, I did an n=1 test of the Julian Bakery SmartCarb breads claiming to be only 1g net carbs and the results comparing them to store-bought high-carb white and whole wheat bread was equally disastrous to my blood sugar. After Heath said the coconut oil and cheese I used with his breads was what raised my blood sugar, I repeated the test with his bread alone and the results were even worse. When I interviewed Heath about my results, he repeated that his bread doesn’t impact blood sugar levels and is perfect for people with diabetes despite the results I saw in my testing. I wasn’t the only one concerned about the blood sugar impact of these “low-carb” breads, though.

A pre-diabetic woman from Portland, Oregon named Deborah Krueger also tested these breads and became so concerned about the blood sugar impact they were having on her that she sent them off to a lab in May 2012 which found great discrepancies in the nutritional labeling. Here are the major findings from that Exova lab testing of the SmartCarb #1 bread:

  • Total carbohydrates are 43% higher than claimed (13 vs. 23)
  • Dietary fiber is 50% less than claimed (12 vs. 6)
  • Net carbs are 17 times greater than claimed (17 vs. 1)
  • Protein, like fiber, is 50% less than claimed (12 vs. 6)
  • Deborah created two websites–JulianBakeryInfo.com and Low-Carb-Scams.com–to do her part to expose the deliberately fraudulent labeling by Julian Bakery and any other company attempting to take advantage of their customers, especially those making health claims about their products. This became extremely serious when a Type 1 diabetic named Jeff Roaderick tested the 1g net carb Julian Bakery bread which shot his blood sugar up over 300 less than two hours after eating it! When Heath was confronted about this, he insisted it doesn’t raise blood sugar in 85% of his diabetic customers. When this starts impacting the health of customers with blood sugar concerns buying these products under false pretenses that it contains less carbohydrates than it really does, it becomes a serious discussion. And it seemed that Heath was grateful for being held accountable by people like me, Deborah, and Jeff in this July 2013 interview when he thanked us publicly “for showing us that our Smart Carb Bread was not accurate” and for “being the watchdogs they are.” Heath added that he had “respect” for us because we “go the extra mile to make sure the people are informed and buying the best products.” Apparently that gratitude has done a complete 180-degree turn as his recent antics in reaction to me sharing about the four FDA violations of his Net Carb Zero and Paleo breads on my blog.

    The disgusting fat-shaming Heath and his sidekick Gary Collins attempted to promote in their video about me and others in the community was quickly admonished very well by people like Tom Naughton here and here (where Tom busted Heath for forging his so-called “before & after” photos), on Diane Sanfilippo’s Facebook wall as well as her Balanced Bites Podcast, and all across social media where people were disgusted that the president of a company would resort to such tactics on leaders in the very community of people they are attempting to provide products to as a means for promoting those products. It wasn’t a very wise business move.

    All of this, though, is merely a distraction from the bigger issue at hand here–

    Why does Julian Bakery keep lying about the nutritional information of their products?

    It’s a fair question that has yet to be answered by Heath probably because he knows he’s been caught lying again and is attempting to cover it up. The FDA keeps laying down the hammer on them and yet they continue to do the same thing over and over again…which brings me back to Paleo Magazine. Cain is an amazingly good guy who I know wants to do the right thing, connect with companies that jive with the Paleo mission his publication is about, and continuing to provide excellent information to his readers. But the fact that he continues to take advertising dollars from a company like Julian Bakery is quite disconcerting. To add insult to injury, the latest ad featured on the back cover of the October/November 2014 issue is not only for Julian Bakery products (I noticed they switched from the Paleo wraps to their protein powders–but who knows if they’re lying about that product with their sordid nutritional info track record) but it also features a photo of Heath himself with a not-so-subtle swipe at people like me with the inclusion of the hashtag #PracticeWhatYouPreach. This is utterly repulsive and I think Cain and Paleo Magazine need to know what you think about them continuing to be associated with a brand that is so notoriously dishonest with their customers.

    Share your thoughts with Cain directly in one of several ways:
    E-mail him directly
    Post on his personal Twitter page
    Post on the Paleo Magazine Twitter page
    Post on the Paleo Magazine Facebook wall

    If this concerns you, then make your voice heard about this issue. Companies like Julian Bakery don’t deserve the respect that comes from being associated with a respected publication like Paleo Magazine. It’s time we let them know what WE the consumer thinks about this.

    • Nailed it perfectly Jimmy. Why do you think people continue to support this company in any way, shape or form? Their behavior is and has been beyond the pale(o). Oh what a tangled web we weave when we practice to deceive.

    • Piter Nortug

      i understand that we have to make a living, but i always say that if we promote whole food, we cannot sell processed bad food to the people that follow that lifestyle. that is a cheat-action for cheat-days. pills fall in the same category. anyway, all have to take their own responsibilities.