Calories, Sugar and the Highly Sensitive Entrepreneur

Where our calories come from is especially important to the Highly Sensitive Entrepreneur. The nervous system of the highly sensitive individual is influenced at a much quicker rate due to the reactive nature of the heightened senses in their nervous system. Those who work extreme hours in running their business must work harder to ensure that they prevent burnout and maintain balance, but those entrepreneurs who are highly sensitive must work the hardest because they get hid harder and faster from nutritional deficiencies than the average person.

Robert  H. Lustig, M.D. is an internationally renowned paediatric endocrinologist who has spent the past sixteen years treating childhood obesity and studying the effects of sugar on the central nervous system, metabolism and disease. In his book ‘Fat Chance – Beating the Odds Against Sugar, processed food, obesity, and disease,’ he states that “A calorie is not a calorie.”

“In the late 1970’s, when the U.S. government declared that we needed to get fat out of our diets, the food industry responded by pumping in more sugar to make food more palatable ( and more salable), and by removing the finer to make food last longer on the shelf. The result has been a perfect storm for our health, disastrously altering our biochemistry to make us think we’re starving, drive our eating habits out of control, and turn us into couch potatoes. If we cannot control how we eat, it’s because of the catastrophic excess of sugar in our diet – the resulting hormonal imbalances have rewired our brain!”

Robert Lustig’s ninety-minute You-Tube video “Sugar -The Bitter Truth” has been viewed over 5.5 million times.

Inside Lustig’s book, “Fat Chance,” he goes on to say:

We have far exceeded our discretionary calorie limit; in fact, we’ve left it in our dust. The food industry continues to add more sugar to processed foods because they can. And they know that when they do, we will buy more (see chapters 5 and 11). Soft drinks account for one third of all the sugar consumed. But other foods that never had sugar before are now busting at the seems from the sugar overload (e.g., yogurt, ketchup).

A Short History of the Sugar Glut – A the U.S. sugar glut is the result of more political distortion and behind-the-scenes manipulation than the 2000 Bush-Gore election. We’ve always had a “sweet tooth,” but our consumption of sugar was not a problem until the second half of the twentieth century. North America was consistently a sugar deficit area, requiring more imports than exports to meet growing consumption needs. pg. 167-168

In the late 1990s, HFCS became the most commonly used sweetener in the United States. Currently, 5 percent of all the corn grown in this country is turned into HFCS. pg 168

Fast Food and Fiber – Currently, the median U.S. fiber consumption is 12 grams per day. This is on purpose. The food industry removes fiber from food because fiber limits shelf life. Bread devoid of fiber is going to last longer in your pantry than if you buy it fresh from the farmers’ market. And the food industry capitalizes on this. Reduced depreciation means reduced costs, which means increased sales. What’s the definition of fast food? It’s fiberless food. Because you can’t freeze fiber and expect to maintain the same texture. Fiberless food can be frozen, shipped globally, and cooked quickly. But getting rid of fiber has obviated satiety, and exacerbated the negative impact of the carbohydrates, contributing to hyperinsulinemia, obesity, and metabolic syndrome. pg 172

So there you are. Lots of reasons to add sugar and remove fiber. Good for the visual presentation. Good for the palate, Good for the pocketbook. Good for the industry. But bad for your health. Let’s take a generic cookie as an example: 30 percent flour, 30 percent fat, 30 percent sugar, and about 6 percent protein. This is the ultimate concoction of fat and carbohydrate possible in one food item. And sweetness has more salience (appeal) when you add fat. (which would you rather eat: Pixie Stix or a Cinnabon?) One cookie is a treat. But bet you can’t eat just one, because sugar is addictive, and sugar plus fat is even more so. pg 172


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