Promotion of GMO-Derived Impossible Burger at World’s Largest Natural Food Trade Show Denounced as Deceptive
Natural food industry representatives and consumer advocates denounced Impossible Foods, maker of the GMO-derived Impossible Burger, for promoting their product at Natural Products Expo West, saying they were engaging in deceptive marketing.
Impossible Foods served patties of their burger to attendees at the world's largest natural food trade show — but there was no mention that the product was genetically engineered at the company's exhibit booth or in their marketing literature.
"We're disappointed that the company is using a 'natural products' show to promote its certainly not-natural product," said Frank Lampe, vice president of communications and industry relations, for the United Natural Products Alliance. "The halo effect of being perceived as natural by its presence at the show does not serve the natural products industry or its consumers and is a disingenuous move by Impossible Foods."
"Hosting the Impossible Burger at Natural Products Expo West raises questions of deceptive marketing. Consumers believe 'natural' means that no artificial ingredients or genetically engineered ingredients were used," said Dana Pearls, senior food and technology policy campaigner at Friends of the Earth.
Jim Thomas, co-executive director of ETC Group, which tracks new genetic engineering technologies, said Impossible Foods exhibiting at Natural Products Expo West was "like inviting in an arms manufacturer to exhibit at a peace convention."
"What were the organizers of the world's leading natural and organic show thinking when they invited in such a controversial GMO company to peddle their misleading industrial fakery?" he asked. "What's next, a booth for Bayer to promote Roundup? Shall we just start calling it Expo Whatever?"
The Impossible Burger is one of several new plant-based — or in this case lab-created — meat products that provide the look and taste of meat while claiming to be more environmentally friendly than industrial meat production. The product is served in several thousand restaurants in the U.S., including chains like White Castle and The Cheesecake Factory (where it is falsely described as "natural" on the menu). Burger King recently announced it would test market the Impossible Burger in 60 restaurants in St. Louis.
But the Impossible Burger has been controversial because it is made using genetic engineering. The burger's key ingredient is called heme, which is produced using a genetically engineered yeast that is fermented and multiplied. The GMO-derived heme gives the Impossible Burger its meat-like taste and red blood-like color.
In 2015, the U.S. Food and Drug Administration raised questions about the safety of the engineered heme after Impossible Foods applied for GRAS (generally recognized as safe) status. Despite FDA's concerns, Impossible Foods put its GMO burger on the market for public consumption in 2016 anyway. Impossible Foods later submitted results from short-term rat feeding studies to the FDA and, last year, the agency said that it had no more questions about heme's safety.
No Transparency About Impossible Burger's GMO Ingredient
Impossible Foods plans to introduce a retail version of the Impossible Burger this year, which is why they exhibited at Natural Products Expo West, according to Nick Halla, the company's chief strategy officer. He said that people at the show had been very receptive to the Impossible Burger.
But, Natural Products Expo West attendees didn't know they were eating a GMO product. Impossible Foods' exhibit booth and literature made no mention that the Impossible Burger's key ingredient, heme, is genetically engineered.
When asked why they weren't transparent about the burger being GMO, Halla said the recipe cards being given out wasn't appropriate literature for describing the genetic engineering process. But, a more detailed brochure at the booth also said nothing about GMO heme, only describing it as "magic ingredient found in all living things." Halla said Impossible Foods is transparent about its use of genetic engineering on its website.
But Lampe said Impossible Foods lack of transparency at Natural Products Expo West was unethical. "Impossible Foods is legally allowed to not provide that information to consumers. Legal? Yes. Responsible and ethical? I don't think so," Lampe commented.
GMO Products Allowed at Natural Products Expo West if They Don't Make "Natural" Claims
So, how did a GMO food company get into the world's biggest natural food trade show? According to the standards for exhibitors at Natural Products Expo West, a company can promote foods with GMO ingredients as long as they don't claim their products are natural.
"We don't rule out GMOs yet, because if we did we could have Natural Products Expo in my child's school gymnasium (because genetically engineered ingredients are so pervasive in the food supply)," said Michelle Zerbib, standards director at New Hope Network, which hosts Natural Products Expo West. "What we do with GMO products is that we don't allow them to market as natural, 100 percent natural or any natural claims," she said.
New Hope's ingredients standard for exhibitors requires the use of non-GMO yeast but only as a flavor enhancer. Impossible Foods uses a GMO yeast to make the Impossible Burger's key ingredient.
"There's a standard for (non-GMO) yeast but that's according to flavoring, not the product itself," Zerbib said.
Zerbib also admitted that New Hope Network doesn't have the staff or time to closely inspect each exhibitor's ingredients. "We just don't have the resources to do that," she said.
Lampe said it is difficult for New Hope to keep up with the growing number of products made using new genetic engineering technologies.
"Unfortunately, there are an increasing number of synbio ingredients and products already in the marketplace in foods and dietary supplements, and trying to determine show acceptance in light of the rapidly changing marketplace, with no mandated federal labeling for the new classes of GMO products and no testing protocols in place, is not an enviable task for the New Hope standards folks," Lampe said.
"This is Not Clean Food"
Could other companies that sell GMO products like the non-browning Arctic Apple or GMO salmon also exhibit at Natural Products Expo West if they don't make natural claims? Yes, said Zerbib.
But she also said it may be time for New Hope Network to look at revising their ingredient standard as new GMO products come to market.
"We probably need to revisit it maybe take another look because there have been a lot of different technologies that have come out since we incorporated our ingredients standard in 2009," she added.
Alan Lewis, director of government affairs and food and agriculture policy for Natural Grocers, said the natural food community needs to take a strong stand against new GMO products like the Impossible Burger.
"If we are going to apply the cautionary principle to every other suspect food ingredient, then certainly synthetic heme, grown in genetically modified cultures, qualifies for scrutiny. Novel molecules and unknown ingredients have never been embraced in natural food. What are we thinking? This is not clean food," said Lewis.
Ken Roseboro is editor and publisher of The Organic & Non-GMO Report, a monthly news magazine that focuses on threats posed by GM foods and the growing non-GMO food trend.
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Democrats in the House and Senate have introduced legislation to ban some of the most toxic pesticides currently in use in the U.S. D-Keine / E+ / Getty Images
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By Alex Thornton
The Australian government has announced a A$190 million (US$130 million) investment in the nation's first Recycling Modernization Fund, with the aim of transforming the country's waste and recycling industry. The hope is that as many as 10,000 jobs can be created in what is being called a "once in a generation" opportunity to remodel the way Australia deals with its waste.
Waste Mountain<p>The need for a dramatic increase in Australia's recycling capacity pre-dates the COVID-19 pandemic. <a href="https://www.abc.net.au/news/2019-12-27/where-does-all-australias-waste-go/11755424" target="_blank">Australians create approximately 67 million tons of waste a year</a>, and like in many wealthy countries, much of that was sent overseas. That all changed when China announced it was <a href="https://www.weforum.org/agenda/2017/10/china-has-banned-foreign-waste-so-whats-the-future-of-world-recycling" target="_blank">banning the import of a huge range of foreign waste</a> and recyclables. Soon <a href="https://www.weforum.org/agenda/2019/05/malaysia-flooded-with-plastic-waste-to-send-back-some-scrap-to-source" target="_blank">other countries followed suit</a>, and Australia was forced to look for alternative solutions.</p>
Biggest exporters of plastic. Statista
Waste Export Ban<p>Australia has adopted a strategy of taking responsibility for its own waste. Starting in January 2021, it is phasing in <a href="http://www.environment.gov.au/protection/waste-resource-recovery/waste-export-ban" target="_blank">bans on the export of different forms of waste</a>. By mid 2024, Australia's home-grown recycling industry will have to deal with an extra 650,000 tons of waste plastic, paper, glass and tires.</p><p>"As we cease shipping our waste overseas, the waste and recycling transformation will reshape our domestic waste industry, driving job creation and putting valuable materials back into the economy," federal environment minister Sussan Ley said in a <a href="https://uk.reuters.com/article/us-australia-waste/australia-to-set-up-132-million-fund-to-boost-recycling-following-export-curbs-idUKKBN247060" target="_blank">statement to Reuters</a>.</p>
Timeline for Australia's waste export ban. Australian Government
Trash Into Treasure<p>The benefits to the environment of boosting recycling rates are well known – less landfill, less plastic in our ocean, reduced need for virgin materials, and lower carbon emissions. The Recycling Modernization Fund initiative aims to divert more than 10 million tons of waste from landfill, part of an <a href="http://www.environment.gov.au/protection/waste-resource-recovery/publications/national-waste-policy-action-plan" target="_blank">overall strategy to reduce the total waste generated per person by 10%</a>, and push <a href="https://www.environment.gov.au/system/files/resources/7381c1de-31d0-429b-912c-91a6dbc83af7/files/national-waste-report-2018.pdf" target="_blank">Australia's total resource recovery rate from 58% in 2017</a> to 80% by 2030.</p><p>But like many countries, Australia is focusing on the economic benefits of better waste management as well.</p><p>"This will mean Australia converts more waste into higher valued resources ready for reuse locally by manufacturers and brands in their packaging and products," Rose Read, CEO of the National Waste and Recycling Industry Council, <a href="https://uk.reuters.com/article/us-australia-waste/australia-to-set-up-132-million-fund-to-boost-recycling-following-export-curbs-idUKKBN247060" target="_blank">told Reuters</a>.</p>
Green Jobs<p>The great potential of the circular economy to create green jobs is being recognized across the world.</p><p>In the UK, the Waste and Resources Action Program has launched a <a href="https://wrap.org.uk/buildbackbetter" target="_blank">six-point plan which it claims could add $90 billion to the economy, and create 500,000 new jobs</a>. Investment in the circular economy forms a significant part of the <a href="https://www.nytimes.com/2020/07/14/us/politics/biden-climate-plan.html" target="_blank">$2 trillion climate plan that Democratic candidate Joe Biden</a> is taking into November's US presidential election. And the <a href="https://ec.europa.eu/commission/presscorner/detail/en/ip_20_940" target="_blank">European Union has put its Green New Deal at the heart of its plans for recovery</a> from the economic shock of COVID-19.</p><p>The World Economic Forum's <a href="http://www3.weforum.org/docs/WEF_The_Future_Of_Nature_And_Business_2020.pdf" target="_blank">Future of Nature and Business</a> report identifies 15 systemic transitions with annual business opportunities worth $10 billion a year that could create 395 million jobs by 2030.</p><p>As is the case with Australia's Recycling Modernization Fund, a combination of private enterprise and government investment can offer ways to get people back to work by building a more environmentally sustainable economy.</p>
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The Great American Outdoors Act is now the law of the land.
<div id="e0008" class="rm-shortcode" data-rm-shortcode-id="ffc07febbf5d2d585ad06d3f43e2be56"><blockquote class="twitter-tweet twitter-custom-tweet" data-twitter-tweet-id="1290667833999929344" data-partner="rebelmouse"><div style="margin:1em 0">🚨Breaking News: The President has just signed the bipartisan #GreatAmericanOutdoorsAct. It will help: 🏗️ Restore… https://t.co/RPefKPMn7S</div> — Fix Our Parks (@Fix Our Parks)<a href="https://twitter.com/FixOurParksUS/statuses/1290667833999929344">1596554165.0</a></blockquote></div>
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By Andrew J. Whelton and Caitlin R. Proctor
In recent years wildfires have entered urban areas, causing breathtaking destruction.
Survivors left everything to flee the Camp Fire's path. Andrew Whelton / Purdue University
Wildfires and Water<p>Both the Tubbs and Camp fires destroyed fire hydrants, water pipes and meter boxes. Water leaks and ruptured hydrants were common. The Camp Fire inferno spread at a speed of one football field per second, chasing everyone – including water system operators – out of town.</p><p>After the fires passed, testing ultimately revealed widespread hazardous drinking water contamination. Evidence suggests that the toxic chemicals originated from a combination of <a href="https://doi.org/10.1002/aws2.1183" target="_blank">burning vegetation, structures and plastic materials</a>.</p>
Pipes, water meters and meter covers after wildfires destroyed them. Caitlin Proctor, Amisha Shah, David Yu, and Andrew Whelton/Purdue University
Dangerous Contamination Levels<p>Benzene was found at concentrations of 40,000 parts per billion (ppb) in drinking water after the Tubbs Fire and at more than 2,217 ppb after the Camp Fire. According to the California Office of Environmental Health Hazard Assessment, children exposed to benzene for a single day can suffer <a href="https://engineering.purdue.edu/PlumbingSafety/resources/Benzene-Levels-in-Water.pdf" target="_blank">harm at levels as low as 26 ppb</a>.</p><p>The U.S. Environmental Protection Agency recommends limiting children's short-term acute exposure to <a href="https://www.epa.gov/sites/production/files/2018-03/documents/dwtable2018.pdf" target="_blank">200 ppb</a>, and long-term exposure to less than <a href="https://www.epa.gov/ground-water-and-drinking-water/national-primary-drinking-water-regulations" target="_blank">5 ppb</a>. The EPA regulatory level for what constitutes a hazardous waste is <a href="https://19january2017snapshot.epa.gov/sites/production/files/2015-06/documents/tclp.pdf" target="_blank">500 ppb</a>.</p><p>In early 2019, California conducted contaminated water testing on humans by taking contaminated water from the Paradise Irrigation District and asking persons to smell it. The state found that even when people smelled contaminated water that had less than 200 ppb benzene, <a href="https://engineering.purdue.edu/PlumbingSafety/resources/Dissipatiion-of-Burn-Related-VOC-From-Water.pdf" target="_blank">at least one person reported nausea and throat irritation</a>. The test also showed that water contained a variety of other benzene-like compounds that first responders had not sampled for.</p><p>The officials who carried out this small-scale test did not appear to realize the significance of what they had done, until we asked whether they had had their action approved in advance by an institutional review board. In response, they asserted that such a review was not needed.</p><p>In our view, this episode is telling for two reasons. First, one subject reported an adverse health effect after being exposed to water that contained benzene at a level below the EPA's recommended one-day limit for children. Second, doing this kind of test without proper oversight suggests that officials greatly underestimated the potential for serious contamination of local water supplies and public harm. After the Camp Fire, together with the EPA, we estimated that some plastic pipes needed <a href="https://engineering.purdue.edu/PlumbingSafety/opinions/Final-HDPE-Service-Line-Decontamination-2019-03-18.pdf" target="_blank">more than 280 days</a> of flushing to make them safe again.</p>
Plastic pipes can be damaged by heat and fire contact. Andrew Whelton / Purdue University
Building Codes Could Make Areas Disaster-Ready<p>Our research underscores that community building codes are inadequate to prevent wildfire-caused pollution of drinking water and homes.</p><p>Installing one-way valves, called backflow prevention devices, at each water meter can prevent contamination rushing out of the damaged building from flowing into the larger buried pipe network.</p><p>Adopting codes that required builders to install fire-resistant meter boxes and place them farther from vegetation would help prevent infrastructure from burning so readily in wildfires. Concrete meter boxes and water meters with minimal plastic components would be less likely to ignite. Some plastics may be practically impossible to make safe again, since all types are susceptible to fire and heat.</p><p>Water main shutoff valves and water sampling taps should exist at every water meter box. Sample taps can help responders quickly determine water safety.</p>
<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="9540d7e271306ed417112042a3efc9a4"><iframe lazy-loadable="true" src="https://www.youtube.com/embed/GnlrzI1wdAI?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span>
The Smell Test Doesn’t Work<p>Under no circumstance should people be told to <a href="https://www.waterboards.ca.gov/press_room/press_releases/2018/pr122418_voc.pdf" target="_blank">smell the water</a> to determine its safety, as was recommended for months after the Camp Fire. Many chemicals have no odor when they are harmful. Only testing can determine safety.</p><p>Ordering people to boil their water will not make it safe if it contains toxic chemicals that enter the air. Boiling just transmits those substances into the air faster. "Do not use" orders can keep people safe until agencies can test the water. Before such advisories are lifted or modified, regulators should be required to carry out a full chemical screen of the water systems. Yet, <a href="https://doi.org/10.1002/aws2.1183" target="_blank">disaster</a> after <a href="https://pubs.rsc.org/en/content/articlehtml/2017/ew/c5ew00294j" target="_blank">disaster</a>, government agencies have failed to take this step.</p><p>Buildings should be tested to find contamination. <a href="https://www.purdue.edu/newsroom/releases/2020/Q1/study-your-homes-water-quality-could-vary-by-the-room-and-the-season.html" target="_blank">Home drinking water quality can differ from room to room</a>, so reliable testing should sample both cold and hot water at many locations within each building.</p><p>While infrastructure is being repaired, survivors need a safe water supply. Water treatment devices sold for home use, such as refrigerator and faucet water filters, are not approved for extremely contaminated water, although product sales representatives and government officials may <a href="https://undark.org/2019/09/19/camp-fire-california-drinking-water-carcinogens/" target="_blank">mistakenly think</a> the devices can be used for that purpose.</p><p>To avoid this kind of confusion, external technical experts should be called in assist local public health departments, which can quickly become overwhelmed after disasters.</p>
<div id="71cf9" class="rm-shortcode" data-rm-shortcode-id="e059d199e8368d282a31601e372e4dda"><blockquote class="twitter-tweet twitter-custom-tweet" data-twitter-tweet-id="1204068265980547075" data-partner="rebelmouse"><div style="margin:1em 0">The Los Angeles City Council's Planning and Land Use Committee signed off on an effort to expand the city's fire-re… https://t.co/fP8Z8mUq7R</div> — IntlCodeCouncil (@IntlCodeCouncil)<a href="https://twitter.com/IntlCodeCouncil/statuses/1204068265980547075">1575907219.0</a></blockquote></div>
Preparing for Future Fires<p>The damage that the Tubbs and Camp fires caused to local water systems was preventable. We believe that urban and rural communities, as well as state legislatures, should establish codes and lists of authorized construction materials for high-risk areas. They also should establish rapid methods to assess health, prepare for water testing and decontamination, and set aside emergency water supplies.</p><p>Wildfires are coming to urban areas. Protecting drinking water systems, buried underground or in buildings, is one thing communities can do to prepare for that reality.</p>
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"We don't have a definition of life," says Kevin Peter Hand, one early California morning when we speak via video. "We don't actually know what life is."