SAMA HOOLE: Your pancreas has never once read a label. It doesn't care that the oats were steel-cut, organic, and recommended by a man in running shoes. It sees the glucose. It pumps the insulin. Same response. Every time.

For anyone who still hasn't had the memo:

- Oatmeal = sugar
- Quinoa = sugar with a marketing degree
- Brown rice = sugar wearing a tiny bran cardigan
- Wholewheat bread = sugar that went to a wholesome photoshoot
- Sweet potato = sugar the wellness influencers agreed to forgive… pic.twitter.com/8OiYxRH0kp

— Sama Hoole (@SamaHoole) May 14, 2026

For anyone who still hasn't had the memo.

- Oatmeal = sugar - Quinoa = sugar with a marketing degree - Brown rice = sugar wearing a tiny bran cardigan - Wholewheat bread = sugar that went to a wholesome photoshoot - Sweet potato = sugar the wellness influencers agreed to forgive

"Complex carbohydrate" is one of the great triumphs of food branding. It sounds like something that takes effort to break down. Something virtuous. Something earned. It's a chain of glucose molecules holding hands. The chain breaks in your gut within minutes. By the time it crosses into your blood, it's the same glucose as a spoon of table sugar. Your pancreas has never once read a label. It doesn't care that the oats were steel-cut, organic, and recommended by a man in running shoes. It sees the glucose. It pumps the insulin. Same response. Every time.

The packaging is for you. The bloodstream isn't fooled. 

SAMA HOOLE: When wool was demonised, ExxonMobil sold polyester feedstock. When animal fat was demonised, the seed-oil industry grew from a niche product to the most consumed food ingredient on earth.

When butter was demonised, Unilever sold margarine.

When tallow was demonised, Procter and Gamble sold Crisco.

When eggs were demonised, Kellogg's sold cereal.

When red meat was demonised, Cargill sold soy.

When raw milk was demonised, Nestle sold infant formula.

When…

— Sama Hoole (@SamaHoole) May 14, 2026

When butter was demonised, Unilever sold margarine. When tallow was demonised, Procter and Gamble sold Crisco. When eggs were demonised, Kellogg's sold cereal. When red meat was demonised, Cargill sold soy. When raw milk was demonised, Nestle sold infant formula. When leather was demonised, BASF sold PVC. When wool was demonised, ExxonMobil sold polyester feedstock. When animal fat was demonised, the seed-oil industry grew from a niche product to the most consumed food ingredient on earth. Every demonisation of an animal product made a specific group of shareholders very rich. Every one of those products had been eaten by humans for thousands of years without incident. The science changed the moment a substitute existed to sell.

Follow the money. The advice will start to make a lot more sense.