Front Group for Food Giants
Launches Public Relations Propaganda Campaign on GE Foods

GMA kicks off $1M job to laud biotech foods

Phil Rabin / PR Week 14jun99

WASHINGTON, DC  --  Global food and pharmaceutical giants are planning a major PR campaign to champion the merits of biotechnology, in a bid to preempt the kind of anti-genetic modification backlash seen in Europe.

Biotech produced foods have come in for scathing criticism in Europe in recent months, with consumer activists and environmentalists claiming they may pose health threats or threats to nature.

To prevent a repeat on this side of the Atlantic, the Grocery Manufacturers of America - representing 132 firms, including global giants such as Heinz, Kraft and Procter & Gamble - is planning an educational campaign on the merits of foods developed from biotechnology, including corn, tomatoes, potatoes and canola.

PRWeek has learned that three firms are in the finals for the GMA project - BSMG, Fleishman-Hillard and Porter Novelli. The year-long effort is thought to be worth $1 million. GMA's preemptive effort may begin later this month or next month, and will be designed to educate a number of audiences about food biotechnology, including retailers, policy makers, farmers and consumers. He said the goal will be to provide "balanced information" to consumers.

GMA plans to "act before a potential crisis" hits, said Gene Grabowski, the organization's VP for communications. He added that concerns overseas stem from people's lack of faith in technology, which results in activists fighting to block the biotech-developed foods.

"In the US, approximately 60 million acres of biotechnology-derived crops already have been planted, and that number is growing," Grabowski added.