Quantcast
Insights

It’s a Fact: 'Peel Back the Label' Is Bound to Fail

About 10 years ago, Monsanto's genetically engineered bovine growth hormone, rBST or rBGH, was in trouble. Leading dairy processors and major supermarket chains, such as Wal-Mart, Costco, Kroger and Safeway were banning the use of rBST in dairy production. Monsanto had big plans for rBST, which is injected into cows to increase milk production. But consumers didn't like the idea of consuming milk, one of the the most wholesome foods, with GMO hormones. As a result, dairy products labeled "rBST-free" became common.

To counter consumer opposition, a Monsanto PR firm launched a "grassroots advocacy group" with a slick website called "American Farmers for the Advancement and Conservation of Technology" (AFACT). The aim was to defend farmers' use of rBST and "educate" the public about it.


AFACT failed miserably—that's a fact. It's long gone along with its website—like it never existed. Monsanto ended up selling off rBST to Elanco, which also recently sold it, and today, "rBST-free" is a dairy industry standard.

AFACT's failure reminds me of a new campaign called "Peel Back the Label," which claims to be a campaign of "America's dairy farmers"—or is it the creation of another PR firm? PBTL, which isn't nearly as catchy an acronym as AFACT, aims to rally consumers to fight "deceptive food labeling," particularly non-GMO claims. Consumers are encouraged to take action and share their own examples of misleading non-GMO labels.

AFACT and PBTL are classic examples of the types of front groups and campaigns described in the excellent book, Trust Us We're the Experts, by John Stauber, founder of the Center for Media and Democracy and PR Watch. To get their message across more effectively, corporations or organizations will create "independent" organizations to further their agenda. The aim being to convince the public that an "expert" third-party organization says, for example, that rBST is good for dairy farmers and consumers. The tobacco industry is notorious for funding such front groups as the "Center for Consumer Freedom" to defend the rights of consumers to smoke as they pleased. In this case, PBTL's aim is to convince people that non-GMO labels are misleading and capitalizing on consumer fears.

One of PBTL's targets is Dannon and their Non-GMO Project Verified yogurts. PBTL says Dannon's decision to go non-GMO is "deceptive, fear-based marketing that is confusing to consumers and damaging to the environment."

The reality is that Dannon and other companies are selling non-GMO products because people want them. According to the Hartman Group's 2017 Health & Wellness Study, more than half of Americans are looking for non-GMO food and beverages. According to a 2017 survey by the food industry-supported International Food Information Council, more than a quarter of consumers are choosing foods because they have non-GMO labels. A more recent survey by international market research firm GfK found that nearly half of consumers, 48 percent, report that "free from GMO ingredients" along with "low sugar or sugar-free" are the important factors when deciding which food or beverage product to eat or drink.

The fact is that more and more people want "clean" labeled foods with simpler and fewer ingredients and non-GMO is part of that trend.

Peel Back the Label and whoever is behind it are fighting that trend; they want to continue keeping consumers in the dark and don't want them to know that the majority of dairy cows are fed GMO grains like corn and soybeans. They are losing, and Peel Back the Label is bound to fail as AFACT did 10 years ago.

Show Comments ()

EcoWatch Daily Newsletter

Sponsored
Popular
Kodachrome25 / Getty Images

Roof-to-Garden: How to Irrigate with Rainwater

By Brian Barth

The average American household uses about 320 gallons of water per day, a third for irrigation and other outdoor uses. Collecting the water flowing down your downspouts in rainstorms so you can use it to irrigate in dry periods is often touted as a simple way to cut back. But setting up a functional rainwater irrigation system—beyond the ubiquitous 55-gallon barrels under the downspout, which won't irrigate much more than a flower bed or two—is a fairly complicated DIY project.

Keep reading... Show less
Health
A family wears face masks as they walk through the smoke filled streets after the Thomas wildfire swept through Ventura, California on Dec. 6, 2017. MARK RALSTON / AFP / Getty Images

How to Protect Your Children From Wildfire Smoke

By Cecilia Sierra-Heredia

We're very careful about what our kids eat, but what about the air they breathe?

Keep reading... Show less
Health
Hero Images / Getty Images

Study: Children Have Better Nutrition When They Live Near Forests

Spending time in nature is known to boost mental and emotional health. Now, a new global study has found that children in 27 developing nations tend to have more diverse diets and better nutrition when they live near forests.

The paper, published Wednesday in Science Advances, provides evidence that forest conservation can be an important tool in promoting better nutrition in developing countries, rather than clear-cutting forests for more farmland.

Keep reading... Show less
Health
Navy torpedo bomber spraying DDT just above the trees in Goldendale, WA in 1962. USDA Forest Service

Maternal DDT Exposure Linked to Increased Autism Risk

A study published in the American Journal of Psychiatry Thursday found that mothers exposed to the banned pesticide DDT were nearly one-third more likely to have children who developed autism, Environmental Health News reported.

Keep reading... Show less
Sponsored
GMO
Significant cupping of leaves from dicamba drift on non-Xtend soybeans planted next to Xtend beans in research plots at the Ashland Bottoms farm near Manhattan, KS. Dallas Peterson, K-State Research and Extension / CC BY 2.0

Top Seed Companies Urge EPA to Limit Dicamba

Two of the nation's largest independent seed sellers, Beck's Hybrids and Stine Seed, are urging the U.S. Environmental Protection Agency (EPA) to place limits on the spraying of the drift-prone pesticide dicamba, Reuters reported.

This could potentially hurt Monsanto, which along with DowDupont and BASF SE, makes dicamba formulations to use on Monsanto's Xtend seeds that are genetically engineered to resist applications of the weedkiller. Beck's Hybrids and Stine Seed, as well as other companies, sell those seeds.

Keep reading... Show less
Food
Baby son in high chair feeding father. Getty Images

Baby Food Tests Find 68 Percent Contain 'Worrisome' Levels of Heavy Metals

Testing published by Consumer Reports (CR) Thursday found "concerning levels" of toxic metals in popular U.S. baby and toddler food.

The consumer advocacy group tested 50 nationally-distributed, packaged foods designed for toddlers and babies for mercury, cadmium, arsenic and lead.

Keep reading... Show less
Sponsored
Popular
Interior Secretary Ryan Zinke talks to journalists outside the White House West Wing before attending a Trump cabinet meeting on Aug. 16. Chip Somodevilla / Getty Images

Zinke Announces Plan to Fight Wildfires With More Logging

The Trump administration announced a new plan Thursday to fight ongoing wildfires with more logging, and with no mention of additional funding or climate change.

Keep reading... Show less
Energy
Wangan and Jagalingou cultural leader Adrian Burragubba visits Doongmabulla Springs in Australia. The Wangan and Jagalingou are fighting a proposed coal mine that would likely destroy the springs, which are sacred to the Indigenous Australian group. Wangan and Jagalingou

Indigenous Australians Take Fight Against Giant Coal Mine to the United Nations

By Noni Austin

For tens of thousands of years, the Wangan and Jagalingou people have lived in the flat arid lands of central Queensland, Australia. But now they are fighting for their very existence. Earlier this month, they took their fight to the United Nations after years of Australia's failure to protect their fundamental human rights.

Keep reading... Show less
Sponsored

mail-copy

The best of EcoWatch, right in your inbox. Sign up for our email newsletter!