On May 7th Domino's pizza announced they were going to have a "gluten free crust pizza"... now read it one more time, slowly, "gluten free CRUST pizza" - Yep, you got it! A very sneaky play on words, the very words that the FDA said gluten-free would be associated to celiacs so they new Celiac foods would be safe.
Here is the reference from the FDA in 2007 I'm referring to ,
** ** "A standardized definition for the term "gluten-free" can serve to protect the public health by providing consumers with celiac disease, and others who must avoid gluten in their diet, the assurance that the foods bearing this labeling meet a clear standard established and enforced by FDA as to the meaning of "gluten-free"."
So according to the FDA, the equation would be very easy for everyone to understand -
Glutenfree = Safe Food = Celiacs
So when Domino's states their glutenfree pizza isn't safe for celiacs, it confuses me, and everyone else, because there term gluten free is FOR Celiacs benefit! It is not for someone to play on a word, and use it without regard to which it is intended - FOR CELIACS!
There is no reason Domino's can't call their pizza low dietary gluten pizza, or low gluten pizza - that IS the end result isn't it? Just because the crust is gluten free - doesn't mean the end result pizza is glutenfree, or does anyone believe it will be? I heard some tested at the 20ppm, but what about the rest or ALL?
What about ordering on the phone, employees are to be quoting the disclaimer that Domino's put out. Several gluten free people have tried this and fake placed an order to check on the procedure - it isn't being followed.
Who believes it was done for the estimated 18 million Americans who are gluten sensitive as stated? If that was true why would the disclaimer include them?
Here is my belief why Domino's needs to use the word gluten free - the word gluten free is a symbol known to everyone that it contains little or no gluten at all - therefore much more understanding of the word, more sales using the word glutenfree, more profit. Look quick and keep your eyes wide open - Did you see the huge leap on the "gluten free" bandwagon for a buck at the Celiacs health risk? It has happened right before our eyes! The tweeting by Dominos of the gluten free crust pizza to celebrities was yet more proof of this. Reducing the availability for safe food in a split instant in society for celiacs with their play on the word gluten-free. What company will it rub off onto next to do this? We have it hard enough trying to be included in society and find "safe" places to eat.
So the NEW equation according to Domino's for the word glutenfree transforms to
Glutenfree= Not safe Food = Not for Celiacs
This is where I feel we are being deceived, it IS a gluten-free crust, even if the term is being used correctly, when does the crust no longer remain the crust and become part of the pizza?? Domino's isn't selling just the crust, it is selling the crust made into a pizza? The minute a drop, crumb, or speck of gluten goes ONTO the crust it is NOT a gluten free crust anymore. The crust is going to be run through the main line that the full partnered gluten pizza is! Yep, again, you are reading the facts. Same line, same pans, same cutters, same toppings, same sauce, same cheese. I can see the full ladle swirl of sauce contaminated over, and over again touching the glutenfree crust to then full gluten crust. Domino's words, "common kitchen".
Now we have to look at the many, many individuals that will be hurt by this, and by hurt I mean suffer greatly with a glutening, all while not knowing ALL of the facts, or understand the maliciousness of Domino's tactics.
What about the celiac teenager that just wants to fit in? All his friends eat Domino's now he/she can too??
What about the regular person who sees only the words glutenfree pizza - associates it with a friend and has him/her over for dinner to finally be able to serve something without hassle and think it's safe because they see the word "gluten free"... thinking the host is helpful - how is the celiac able explain - I can hear it go something like this.. well I can't eat "THAT gluten free pizza" SO confusing. (there is that gluten free word again that is associated with celiacs and safe food by the FDA - but NOT safe according to Dominos)
What about the newly diagnosed individuals who don't even understand the disease yet, let alone cross contamination, but sees "glutenfree pizza"? It is a well known fact that when diagnosed with Celiac or gluten issues there is a learning curve and it takes awhile to get used to the diet, to understand what they can and can't eat. Then the cross contamination info sets in, no where in the domino world will a new patient understand this concept of a gluten free crust - but not pizza!
There are so many examples and so many people that are going to be confused and perhaps fall ill because of Domino's usage of the word glutenfree. Domino's isn't considering the tragedy here, or isn't everyone thinking about that, or are they thinking - it's just a glutening, they will get over it in a few days. That isn't how it works, many people suffer for weeks on end, and the antibodies are switched on in their bodies and it goes into attack mode. The individual suffers, their family suffers, their work suffers, it isn't easy being a person with Celiac, especially after they are glutened!
I'm truly sickened by Domino's using the words glutenfree and NOT safe for celiacs... it is such a blatant attempt to make sales at approx 3 mil celiacs expense!
But it is what it is - At end result the gluten free crust pizza is NOT made for celiacs.
IT IS NOT GLUTEN FREE CRUST at end product for sale to public, but it is called gluten free crust pizza? None of those words are even politically correct after it goes through their "common kitchen"
The mere mention of the word gluten free I associate with celiacs - how about you? I want my community to have this understanding of the word glutenfree also, just like the FDA intended.
Domino's - does not understand what the word gluten free means to Celiacs. A Celiacs way of life is GLUTEN FREE. It means EVERYTHING to me, it is my life, it is the ability to function in the world on a day to day basis without illness. It is my daughters lives as it is many of my celiac friends lives. It is the difference of being ill and not being ill. It is the difference of the next time someone uses the term glutenfree - is it really glutenfree? Or is it Domino's gluten free??
I strongly feel that Domino's needs to remove the word "gluten free" associated with any part of their pizza unless they can prove each pizza using the gluten free crust meets the required less than 20ppm as a whole ---
Link with facts and figures about Celiac Disease from the University of Chicago Celiac Disease Center
**Please note a reference to the FDA regulations on gluten-free from 2007 #19