Comedy Central's The Colbert Report devoted considerable airtime to covering the food industry's recent letter to Agriculture Secretary Tom Vilsack, which called for an increase to the sugar tariff rate quota. Political comedian Stephen Colbert combined his over-the-top style with accurate facts from the letter to bring the issue to the attention of his audience.

"More and more young people are getting their news from non-traditional sources," said Katie Sparrow, IDFA manager of international affairs. "This skit brings the issue to the attention of a completely new demographic."

View the segment here. The Wall Street Journal and The Washington Post also mentioned the letter in editorials published over the weekend.