Chia Seeds: Novelty, Popularity & Controversy

Chia seeds first gained attention in the U.S. in the '80s when the Chia Pet appeared in commercials on the boob tube accompanied by the catchy ch-ch-chia jingle.  I don't think it crossed the minds of many people at the time that the chia seeds, which sprout into a green hairy coating on an animal-shaped terra cotta figurine ("the pottery that grows"), were edible.  I imagine parents even scolded their children for putting the sprouts in their mouths.  Little did they know that the seeds of Salvia hispanica plant (aka. chia) have been consumed for centuries in Mexico where they are indigenous.  Even though they are entirely edible and nutritious, the seeds included in Chia Pet kits have never been promoted as a food because Joseph Enterprises, who holds the patent on the product, never applied for FDA approval.

Fast forward to 25 years... Chia seeds are now one of the hottest foods among certain circles of runners and health faddists in the U.S.  The publication of Born to Run in 2009 not only popularized the practice of barefoot running, it also catapulted the seed, which was previously viewed as a child's novelty, into a trendy health food.  Legends of Aztec warriors subsisting on little more than a spoonful of chia seeds during periods of conquest have been cited as reason to spend up to $10 a pound on the so-called superfood.  Dr. Oz and Dr. Weil have endorsed chia for its high Omega-3 (ALA) and soluble fiber content.  If you can stomach the gelatinous consistency of the seed when it is combined with water (the gooeyness is what makes chia capable of adhering to the Chia pet), you'll also benefit from its amino acids, vitamins, minerals & antioxidants.

What Food Labels DON'T Tell You

I have already warned readers of this blog to be wary of claims that manufacturers put on the front of processed food packages (I'm someone who believes that you shouldn't be eating anything with a label in the first place, but that's another story...).  Consumers who wish to verify information used to sell products know to read the fine print, which in this case takes the form of nutrition facts and ingredient lists.  However, due to "leniencies" in food labeling regulations, the black and white facts printed on the side and back panels of packages can also be deceiving.

Loopholes are commonly used by companies to claim that their product is "free" or  "low" in calories, an undesirable macronutrient (such as fat) or ingredient (such as high fructose corn syrup).  When the declaration of trans fat content became mandatory in 2006, the industry pounced on the opportunity to add front-of-package "Trans Fat Free" declarations at the same time that they were revising their nutrition facts panels to be compliant with the new law.  Many took advantage of the rule allowing them to report "0" for quantities under .5 grams so they didn't have to remove partially hydrogenated oils entirely.  They simply decreased portion size or substituted a part of the undesirable ingredient with a less notorious type of fat.

In the current climate of heightened awareness around the link between diet & disease, deceiving health claims on processed food packages have a short half-life.  It also helps that the First Lady has been vocal about children's nutrition prompting the FTC to crack down on misleading ad campaigns (for instance, the New York Times recently reported about how Kellogg's can no longer suggest that Rice Krispies and Frosted Mini-Wheats improve children's health). Aggressive R&D efforts and increased availability of alternative ingredients have allowed food makers to keep pace with current health trends without having to sacrifice profits too much.  It's a fact of life: "the good stuff ain't cheap."  In addition to the cost, natural ingredients that won't compromise your health don't have the minimum shelf  life required by most manufacturers (and consumers who have become accustomed to the convenience of non-perishable foods).