Thanks for the reply Jay. For a straight, flat object, that's how I do it, but this object is curved. If I add those edge loops on the left and right, then after smoothing it creates vertical creases. I had some degree of sucess altering the verts in smooth preview but could never get it completely right.

I also tried adding the edge loops and then grabbing the bottom verts and spreading them out as well as the top, but it still leaves a noticeable crease on both sides of the handle part.