Endorsement of coconut water by Bolt, Fraser-Pryce

By Dr Rachael Irving

Sunday, September 22, 2013

Print this page Email A Friend!




During the spring of 1965, a Gator football coach asked a kidney specialist why football players lost so much weight during training and urinated so infrequently. The specialist deduced that the players sweat so much that no liquid was available for urination. The specialist researched the effect of heat on the human body and realised that intense exercise produces sweat, but also reduces energy, strength and recovery.


The players were losing electrolytes mainly sodium and potassium and the loss was upsetting fluid balance in these athletes. The doctor and a team collected samples from the Gator footballers and found that their blood sugar or carbohydrate and blood volume were low. The doctor prescribed bottles of water with salt and sugar spiced with lemons for the footballers. The effect was phenomenal. The Gator footballers started to outclass most of their rivals and was dubbed the 'second half ' team because of their endurance. This prescribed electrolyte drink that rescued the footballers was labeled Gatorade.


Fast forward 45 years and the world was searching for something to replace Gatorade as all athletes need electrolytes and carbohydrate to replenish energy during competition and exercise and Gatorade had longed served its purpose.


Fast forward 45 years and the world was searching for something to replace Gatorade as all athletes need electrolytes and carbohydrate to replenish energy during competition and exercise and Gatorade had longed served its purpose.


Let looks at how the body used nutrients during exercise or competition. Carbohydrate broken down as glucose is the main source of fuel that provides energy or ATP which is necessary for performance at high intensity. Protein and fat also provide energy. However, it is sugar and electrolytes and water that the body really relies on during intense, quick muscular contraction or competition. Electrolyte replacement is therefore a part of the athlete's routine. Many sport drink companies try to fool the athlete into believing that he or she needs an Energy drink. Energy drink is often laced with stimulants.


A stimulant drink contains many unnatural or synthetic compounds. These synthetic or chemicals bind to neurons and activate these nerve cells. This sets off a firework in the athlete's system much like you see during the 4th of July celebration and eventually the energy is consumed all at once which forces the athlete to take more and more of these stimulants. Eventually the athlete becomes addicted to these nerve stimulant compounds while at the same time becoming severely dehydrated.


Just after Beijing, research showed that Gatorade as the electrolyte drink of this century was to be replaced. Scientists and Nutritionists all over were looking for a natural electrolyte drink from a vegetable or fruit with all the ingredients of the formulated Gatorade.


How was this possible?


When Jamaica for years had been producing coconut water and using it naturally to reduce high blood pressure and rehydrate athletes who have never came up with any adverse analytical findings.


How does ZICO give you Oomph?


In order for you to get what you need out of your body, you have to give your body what it needs. If I am not properly hydrated, no degree of coaxing can get my body to accomplish what I ask of it.


Our Jamaican name brand companies have sat back and allowed Pepsi-Co and Coca-Cola to buy out Brazilian coconut water companies Amacoco and Zico and take over the lucrative coconut water market worth billions. Coconut water sales have increased four folds in the past two years.


Zico Coconut Water is endorsed by a host of athletes including Julian Mancuso, Bryan Clay, and Jordon Rapp. The super stars such as Madonna and Rihanna have also endorsed coconut water. We have coconut water in our backyard, we have our brand athletes such as Usain and Shelly-Ann Fraser-Pryce.


Why did we not produce an electrolyte drink with coconut water endorsed by brand name Olympians and patent it?


Our marketing of our sport stars with Jamaican products has again been found wanting.



Now you can read the Jamaica Observer ePaper anytime, anywhere. The Jamaica Observer ePaper is available to you at home or at work, and is the same edition as the printed copy available at http://bit.ly/epaperlive


ADVERTISEMENT




POST A COMMENT

HOUSE RULES

1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper � email addresses will not be published.

2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.

3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.

4. Please do not write in block capitals since this makes your comment hard to read.

5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed: advertising@jamaicaobserver.com.

6. If readers wish to report offensive comments, suggest a correction or share a story then please email: community@jamaicaobserver.com.

7. Lastly, read our Terms and Conditions and Privacy Policy



comments powered by Disqus
ADVERTISEMENT

Poll

ADVERTISEMENT
ADVERTISEMENT

Today's Cartoon

Click image to view full size editorial cartoon
ADVERTISEMENT