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With all the new advances in nutrition and exercise research it seems to be a contradiction that obesity and over weight is on the rise in North America. It's pretty clear that we know more now than we ever did about how to eat properly and how to exercise for weight loss and overall health. Research in nutrition and exercise shown us exactly what we need to do to lose weight, get into great shape, and stay that way? If science has progressed in these fields of research, why hasn't it resulted in a more fit, healthy, and slimmer population?

The truth is that the opposite is happening to the population. The percentage of overweight, obese and unhealthy adults is rising right along side our scientific knowledge of how to fight it. What is even more alarming is the rise in the percentage of overweight and obese children. We are teaching our children our bad habits.

This is sending a pretty clear message to me. The information we get from scientific research is not reaching the general population. Or more accurately, the message isn't being supported enough by government and industry in our daily routines.

For example: Science would dictate that you should eat modest portions of whole foods, with plenty of fruits and vegetables as a staple of a healthy diet. The reality is that most of us can find half a dozen fast food restaurants within 5 minutes of our houses that are offering us the exact opposite of what we know we should be eating. Even more troubling is the fact that if everyone actually tried to eat the daily recommend amount of fruits and veggies there wouldnt be enough to go around. Author and acclaimed nutrition researcher Marion Nestle points out in her book What to Eat that the north American food supply of fruits and veggies doesnt even add up to the daily recommend amount for each person. The food industry will only produce the food they know they can sell. And we as a population just dont buy that much produce.

The repeated and relentless marketing messages to eat more we receive on a daily basis can overpower most of our better intentions when it comes to making food decisions.

The one message you will never hear from the food industry is eat less. However almost all diet studies that show any significant amount of weight loss have one thing in common: the people in the study consumed less calories.

This is the paradox. Science tells us to lose weight we need to eat less. But the food industry which surrounds us every day is telling us to eat more. And the voice of the food industry is much louder than the voice of science. Just think of how many fast food restaurants, convenience stores, radio and tv commercials, flyers, coupons and other food ads you are exposed to in a day. Then think of how many daily messages you get reminding you to eat a sensible diet with moderate portions and whole foods.

Its not a fair fight, and I dont have to tell you which side usually wins in the battle for your attention. Look no further than the rising obesity, overweight, diabetes and heart disease rates and you have your answer.

Food manufacturers and restaurants know how to push your buttons and entice you to purchase their products, and lots of them too, this is unlikely to change any time soon. It will always be your personal challenge and responsibility to choose to eat less in a society that will forever continue to tell you to eat more.

John Barban is a certified Strength and Conditioning Specialist and a varsity strength and conditioning coach. His trademarked http://www.6minuteCircuits.com Circuit Training Workouts is designed to get a full body cardio and muscle toning workout in the comfort of your own home. John is a senior contributor at http://www.grrlathlete.com where you can sign up to get insider information in the nutrition and fitness industry. You can ask John a question on the http://www.grrlathlete.freeforums.org dedicated to support women with their fitness and nutrition goals.