I work as a communications consultant, specializing in behavior change marketing. That is to say, we use all the tools and techniques of commercial marketing, but try to get people to behave better. You know, quit smoking, breast feed longer, wash your hands…stuff like that. I also teach about behavior change in the Masters of Public Health program at the University of Vermont. So, a few years ago, I was doing research for a book about how government policy and the media were the forces behind the health crisis in this country. But while I was focusing on these big-picture problems, I was in major denial about my own sugar/carb addiction. I didn’t think having sweet treats, especially ones from the health food store, was an issue for me because I workout and am otherwise healthy. But this one day I was in the grocery store, deciding what I was going to eat on the drive home. As I was reaching for a dark chocolate peanut butter cup, I heard a voice in my head say, “You can have that, you worked out today.” Wait a second! Who is that voice talking?? That’s not me – I have health goals that don’t include having candy. That was the moment I realized that it was the sugar talking, and it sent me on my path to discover how and why it gets in your head (it's a real thing). I figured out what I needed to do to be successful quitting -- addressing the emotional as well as physical addiction -- and created this program to help others break free too.