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NON-GMO RETAILER TRAINING AND EDUCATION July 2013
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NON-GMO RETAILER TRAINING AND EDUCATION
July 2013
Terminology: Definitions
WHAT IS A GMO?Genetically modified organisms (GMOs) are plants or animals created through the process of genetic engineering. This experimental technology forces DNA from one species into a different species. The resulting GMOs are unstable combinations of plant, animal, bacterial and viral genes that cannot occur in nature or in traditional breeding.
GMO PRODUCTION IN THE U.S.
88%94%
Corn:Soy:
Cotton:Sugar Beet:
Canola:
90%95%
Other GM crops that are grown commercially include alfalfa, Hawaiian Papaya, zucchini, and summer squash
Sweet corn is on the market
90%
2011 Production Figures
The Grocery Manufacturers
Association estimates that GMOs are now
present in more than 75% of
conventional processed food.
GMO Traits
75%-80% of GMO crops grown are engineered for herbicide tolerance (e.g. “Roundup Ready” crops).
The majority of the remaining GMO crops are engineered to produce Bt in their DNA.*
None of the genetically engineered traits in commercial production offer increased yields, drought tolerance or nutritional superiority.**
CONCERNS ABOUT GMOs
• Health impacts*: Reproductive issues, allergenic potential, immune system disturbances, organ disruption
• Environmental impacts**: Soil and water toxicity, superweeds/superbugs, loss of genetic diversity
• Societal impacts***: Lack of informed choice, seed contamination, food sovereignty
PEOPLE WANT TO KNOW
Nearly all Democrats (93% favor, 2% oppose), Independents (90% favor, 5% oppose) and Republicans (89% favor, 5% oppose) in favor of labeling. Mellman Group
96% believe genetically modified foods should be labeled (6/11, MSNBC)
93% of the American public wants the federal government to require mandatory labeling of genetically engineered foods (6/11, ABC News)
93% believe GE foods should be labeled (10/10,Thomson Reuters PULSE™ Healthcare Survey
94% believe genetically modified food should be labeled (9/10, Washington Post)
Mandatory vs. Voluntary Labeling
AFFIDAVITS No rejection/ “Action”
Threshold Claim: “May contain
genetically engineered ingredients”
TESTING “Action” Threshold of 0.9%
Claim: “Non-GMO Project Verified”
GIVING AMERICAN CONSUMERS THE RIGHT TO KNOW
VS
The Non-GMO Project
North America’s only: Consensus-based Standard for GMO avoidance Third-Party Product Verification
Program Non-GMO Project Verified Seal
offers transparency and consistency
Voluntary market-based strategy for preserving and building our Non-GMO food supply
Services: SPINSscan Natural, SPINSscan Specialty/Gourmet, SPINSscan Conventional Markets Channels-2mm+ Grocery, $1mm+ Drug, Mass Merchandisers +Wal-mart, Sam’s and others Excludes Whole Foods, Trader Joes
Non-GMO Organic Natural0%
5%
10%
15%
20%
25%
TTL Food/Drug/Mass with Wal-martNatural Supermarkets Specialty Gourmet
Dollar growth of Non-GMO Project Verified, Organic and Natural Products at Retail
NON-GMO AT RETAIL
NON-GMO MONTH
Month-long outreach campaign A platform for raising awareness on
the non-GMO issue
Non-GMO Month Lift
Non-GMO Month and Following: Weekly Increase in Grocery Department $ by Store Type
8.3%
11.6%10.5%
14.9%
4.1%5.5%
8.4%
4.1%
7.1%5.7%
11.8%
5.6%4.5% 5.0%5.4%
8.5%7.2%
12.8%
5.1% 4.9%6.1%
0%
5%
10%
15%
20%
WE 10/6/12 WE 10/13/12 WE 10/20/12 WE 10/27/12 WE 11/3/12 WE 11/10/12 WE 11/17/12
Week Ending
% In
cre
as
e
Supporting Retailers Retail Endorsers All Retailers
Grocery $ increases by retailer type begin immediately and are sizeable throughout October, peaking near month end and continuing at lesser levels
(halo impact) through mid-November.
RETAIL STORES & GMOs
• Whole Foods commits to GMO transparency by 2018
• Other markets also announce their commitment: Lifesource, The Big Carrot, Dean’s, New Leaf
• Several stores begin to experiment with labeling products that may contain GMO ingredients
Communicating the Non-GMO Message
Objective: Communicate about
GMOs with clarity, consistency, and effectiveness
Tone: Start with the basics,
appeal to common sense, and keep it positive
Non-GMO Talking Points
The Right to Know “We have a right to know what’s in our food.”
Ethics of Experimentation “It’s unethical to be putting an experimental
technology into the food we feed our families.” The Global Picture
“Nearly 50 countries require labels of GMOs, and many of these also have restrictions or bans against GMO food production or sale.”
