Many foods and eating practices have been framed as risky by risk societies. Recently, high fructose corn syrup (HFCS) has become a highly scrutinized food additive. Informed by a social construction of risk framework, I analyze the discursive contributions of the Corn Refiners Association, a trade association, to public negotiations of HFCS risks. I describe how the association's Sweet Surprise campaign advertisements rely on a deficit model to shape understandings of who should participate in conversations about HFCS. I conclude by exploring the practical implications of this analysis, particularly how trade associations can negotiate tensions between promoting health and serving commercial interests, and how these decisions contribute to understandings of the public's role in risk negotiation.
Keywords: authority; food risks; politics of discourse; trade associations.