In response to my post entitled “Don’t Believe the Hype – No Euphoria from Yoforia” about how companies deceive their consumers about the ingredients in their products, I received this letter below from the CEO of Yoforia.
I know this blog is usually about me giving my opinion – but this time I want yours. Instead of me responding directly to him, I thought your responses would have more impact. This issue is bigger than just me – it’s about ALL OF US being able to trust what companies are telling and selling us.
Please respond in the comments section below. When you respond – Think about Yoforia’s marketing….
Letter from Luke Tashie, CEO of Yoforia – Dated, Saturday, January 7th at 12:37pm (Please note: I bolded some items for emphasis)
Thank you for addressing an issue that is equally important to us at Yoforia. While we do not claim to be perfect, we are on a mission to continue to improve our offerings every day. We combine our fresh, organic milk and our fresh, organic Stonyfield yogurt with a powder base and flavorings to create our frozen yogurts. Most of our flavorings are naturally derived (for instance, we use actual bananas for our banana yogurt, a jar of peanut butter for our peanut butter yogurt and pineapple juice for our pineapple yogurt). However, some flavors are not so easy to create naturally – Taro being one of them. We have to rely on our suppliers to create a few flavors for us (namely honeydew, taro and our sorbets) and, for the time being, we have to live with a few artificial flavors/colors in those products. Additionally, we have a trace amount of hydrogenated vegetable fat in our yogurt base that certainly meets the “no hydrogenated fats” label requirements, but we are not satisfied with that. We have trialed several completely natural formulas to which customers have given poor reviews given the complete removal of these trace fats results in a very “icy” product. That doesn’t mean we are not continuing to push forward with these efforts and that we will not figure out a solution.
Our most popular flavor, cookies & cream, is a perfect example. We use actual crushed Oreo’s to flavor this product, but are not happy with the bad ingredients found in Oreo’s. To fix this problem, we have looked for substitute cookies to match the flavor profile and settled on Late July organic cookies. It has taken nearly a year to finally procure the steady supply of enough product from Late July to be able to make this change – which you should see in our stores shortly. It takes a tremendous amount of effort for companies like us to offer a perfect product because we face the same difficulties as consumers of sourcing our ingredients.
We are sorry for your poor experience and our lack of communication about such an important issue. We promise that we will continue to make every effort possible to completely rid our products of any unhealthy ingredients – but we are confident that our current product is already the best in the industry when it comes to your concerns. We will also make a better effort to make our ingredients more readily available and to educate our entire staff about the products. Consumers certainly have a right to know – and, given our view on the importance of the issue, we are proud to share.
If you have further concerns, I would be happy to discuss.
Chief Executive Officer
Did the CEO really just admit to using artificial flavors and colors? 19 of the 26 flavors are non-tart, does that mean the majority their products contain hydrogenated fats in their yogurt base? How can they really believe in a product free of artificial flavors and colors if this is true?
(Fact – If 3% of your daily calories come from hydrogenated fats, you can end up raising your risk of heart disease by a whopping 23%. That means only 60 calorie a day based on a 2000 calorie diet. Trans fats are DEADLY even in a small amount and will easily add up if you go over one serving size.)
Thank you for taking this request seriously and for your participation in advance. I really believe your response will make an impact. This could force change on Yoforia’s marketing concepts, becoming more clear and direct in the future. Or who knows, maybe open up some other company’s eyes to getting their act together. Your response will be powerful.