1 IN 133

What is ‘1 in 133’?                                             

It is first and foremost, a statistic – one that describes the prevalence of Celiac Disease & gluten intolerance in our society.

It is also the name given to a clever marketing campaign, designed to draw attention to food labeling laws.

Yes, this weeks’ post is a bit different from the norm.

However, I was motivated to get on the bandwagon, due to my personal interest in this common digestive disorder.

Since May is National Celiac Awareness Month, this is a fitting time to drum up support.

Whether referred to as Celiac Disease, gluten intolerance or gluten sensitivity, it all boils down to the same thing – an inability to digest gluten, a common protein in food.

The only known cure does not involve medication or surgery – a big plus – but it does require life-long adherence to a special, gluten-free diet. (Please note that his has nothing to do with the current fad to adopt a gluten-free diet in order to lose weight).

The ‘1 in 133’ website neatly sums up their mission with the following statement:

‘In 2007, the Food Allergen Labeling and Consumer Protection Act (FALCPA) tasked the Food and Drug Administration (FDA) to finalize standards for gluten-free labeling. Four years later, the FDA has failed to fulfill that mandate. To the millions of Americans who eat gluten-free food, this inaction is a big deal’.

So, here’s where it really gets fun:

To highlight their cause, the campaign has set out to create the world’s largest Gluten-Free Cake, which will ultimately be 12 feet high!

This is no small feat for gluten free baking!

For anyone not familiar with gluten-free baking, it’s problematic at best, since gluten is the very substance which lends elasticity and moisture to baked goods.

Baking without gluten is an exact science, made all the more complicated if you’re aiming for an all-time record.

Again, the purpose for this 12 foot creation is to draw attention to a cause – specifically the need for better labeling guidelines.

Donations are hoped for– yes, that’s part of the campaign, and I hesitate to mention it – except that it’s so cleverly done.

If interested, you can donate in increments of $11.33.  (As in ‘1 in 133).

I thought that was a creative, ‘outside the box’ approach. It made me laugh.

“Proceeds will benefit the American Celiac Disease Alliance (ACDA), a non-profit volunteer organization that advocates for the needs of people with celiac disease and gluten sensitivity”.

The Food Labeling Summit takes place on:

Wednesday, May 4, 2011
Embassy Suites D.C. – Convention Center
900 10th Street NW
Washington, DC 20001

Food labeling laws extend well beyond gluten intolerance to all forms of food sensitivities and allergies, easily affecting many in your social circle.

If you, or anyone in your family, has been diagnosed with Celiac Disease this is the perfect time to show your support!