There is a growing number of consumers that are uncomfortable with current agricultural practices. Use of genetic modification, concerns over animal welfare, and the perceived disappearance of family farms is causing a growing distrust between the public and the food industry. Recent marketing campaigns by some food giants have attempted to remedy this; but they really struck a nerve with farmers.
A&W’s “Better Beef”
First of all, A&W’s “Better Beef” advertising focuses on their goal to purchase beef that has no added hormones or steroids. Why? If you check out their website on this…. you don’t really get a reason why. They just say that their beef is natural and tastes good. They don’t provide any evidence that hormones and antibiotics are a bad thing to use. While I will freely admit that I’m not a cattle grower, this campaign is frustrating to me. No facts are presented as to the dangers of hormones – which are minimal, considering that the amount of hormones in a single birth control pill are thousands of times greater than you would find in any hamburger.
Similar marketing is being done by General Mills’ Cheerios, which are now “GMO-free”. This is somewhat of a misrepresentation of the product, since Cheerios are made from oats, which is not a GMO crop. But, there are some other ingredients that possibly contain GMO ingredients, such as corn starch, so apparently those are no longer in the cereal.
Chipotle’s “The Scarecrow”
The worst marketing of all is by Chipotle. While they do not have a presence in my area, they are a popular American restaurant chain. Their advertisements depict farms as evil, factory operations that care only about profits, with the “little guy” being far more caring and sustainable. The video, called “The Scarecrow” is a harrowing tale of terrifying corporate farms. In truth, it is an exceptionally well-done, emotional video.
The ironic part of the video is that it suggests that you should buy your food from small businesses, when Chipotle is a massive restaurant chain with $3.2 billion in annual sales. Interestingly, they have increased revenues from $2.7 billion in 2012 to $3.2 billion in 2013, when this ad was released. Chipotle is hardly “the little guy”, and it is rather disingenuous for them to accuse farms like mine of being “factory farms”.
I understand the goals of all these marketing campaigns. These are businesses that are trying to capture a new market of consumers that want their food grown safely and sustainably. They are trying to increase their profits by doing this, which is of course the goal of any business. So far, it may be working, with Chipotle displaying greater profits since they enacted this marketing plan.
Nothing More Than Marketing Ploys?
While the goal of increasing profits is certainly sensible, there is more at stake than that. Possibly the most interesting example of the three of them is General Mills. In their own words, the decision to release GMO-free Cheerios “was never about pressure” from critics. As their blog said, “It’s not about safety. Biotech seeds, also known as genetically modified seeds, have been approved by global food safety agencies and widely used by farmers in global food crops for almost 20 years.” They simply did it because they thought their “consumers might embrace it,” (read more on this here).
They are essentially stating that although they believe genetic modification is safe, they are going to advertise against it to make more money. Does this not seem disingenuous? Growing up in the country, I was always taught to stand up for what I believe in, whatever the cost. It seems that General Mills did not understand that message. Sure, they, along with A&W and Chipotle are potentially increasing profits, but they are sending the consumer the wrong message. They are telling the consumer that genetic modification is dangerous, conventional beef production is wrong, and most farms (and by extension, my own farm) are evil factory operations that care nothing for the welfare of people and animals.
Time To Take A Stand
I don’t believe in that mentality. I believe that science should tell us what is safe and what isn’t. I believe that rather than succumbing to public pressure, as a food industry we all need to do our part to educate the consumer, and let them know that the food they eat is safe, and has been rigorously tested. Sure, there are always improvements that can be made, and yes, I am all for safe food and humane treatment of animals. But Chipotle and A&W’s campaigns send a message to the consumer that simply isn’t true, and General Mills is marketing a product against their beliefs as a company.
I believe GMO’s are safe. Otherwise I wouldn’t grow them. I believe that my neighbors and friends treat their livestock with respect and care, and don’t overuse hormones and antibiotics. I am part of a corporate, large-scale grain farm, but that doesn’t make it any less of a family operation that cares for the land it manages and the food it produces. If the customer doesn’t agree with this, then I believe that the customer is wrong, and I will not change my business to cater to that.
I will continue to grow GMO crops, and I will continue to use pesticides and fertilizers when and where needed. Through this blog and through my day to day life, I will continue to try and educate people about why we do what we do on this farm. Maybe this isn’t the best marketing plan. Maybe I could make more money by growing organic food and going after niche market consumers. Nevertheless, I believe that we need these tools to feed a growing world sustainably, and I will therefore not sell out to public pressure the way that General Mills, A&W and Chipotle have. After all, if you don’t stand up for what you believe in, do you really believe in anything?
I don’t think the companies and those who run them actually believe that GMOs and such are harmful. They are just trying to capitalize on an emerging demand trend. There is such a thing as big organic. These companies are just trying to appeal to those potential customers. I’m glad that you are addressing this issue, as it only seems to be growing. I thought this article gets at a lot of the issues http://www.thedailybeast.com/articles/2014/02/23/whole-foods-america-s-temple-of-pseudoscience.html
Thanks for that link, that’s a well-written article. I don’t understand why companies like Whole Foods get away with pretending to take on “Big Ag” when they are very much a large scale corporation. I wish people would see through that hypocracy.
At the end of the day we are all hypocrites to one degree or another, I suppose.