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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.

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