(Short) Research Proposal

Borobia 2

Manuel E. Borobia

Katie Pacheco

ENC 1102

29 October 2012

Proposal for Labeling Genetically Modified Foods

The use of genetically modified organisms (GMOs) has become a growing practice within agriculture and the food industry in the United States. GMOs are used in the U.S. in order to induce the secretion of herbicidal or pesticidal substances, as well as to promote a greater yield in mass. They are also used because they contain a greater concentration of supplementary vitamins. However, the prevailing practice of using GMOs as primary or secondary ingredients in commercialized food products has yet to be unveiled to the majority of consumers because the FDA labeling acts and regulations do not mandate the labeling of GMOs. Although the consumption of these foods has not yet proven to be hazardous, many are concerned with the possible individual health risks GMO products pose, as well as the impediment on consumers’ rights to not select these products. Ongoing debates within the United States regulatory agencies and agriculture industry have reached a stalemate; many argue against such labeling practices due to the negative consequences that doing so may have on the industry, while others defend the consumer’s right to know of the product’s origin. Regardless of one’s stand on the issue, if this problem is not solved, it could have a negative impact on the health of Americans, as well as a negative impact on the food industries that use GMOs.

The aim of this paper is to convince the audience that labeling GMO foods could prove beneficial to companies. Also, I intend to persuade the audience to initiate education and marketing campaigns that teach the public of the many benefits of genetically modified food products, thereby alleviating the existing stigma of these foods. Finally, I will attempt to persuade said audience to formulate a labeling convention that specifies how GM foods should be labeled, in order to have the maximum appeal to the consumer.

Archer Daniels Midland Company (ADM) is one of the largest American multinational agricultural processing company that engineers, develops and distributes a variety of genetically modified grains which are used in the production of cereal-based foods and animal feed. As one of the leading food production companies in the world, I have decided to target its Corporate Executive Officer, Patricia A. Woertz, as the main audience of the paper. Ranked the 3rd most powerful and influential businessperson of the world by Forbes Magazine in 2010, I believe Woertz holds the authority necessary to effect the changes sought, as well as serve as an example to similar companies. In order to convince her of the necessary labeling of the genetically modified food products, I will first focus on appealing to the CEO’s pathos. I will stage the labeling of the company’s GM food products as an exemplary act that will make her a valued role model in the eyes of both the consumers of her products and those that advocate GM food labeling. This renewed perception of Woertz would then allow me to particularly appeal to the CEO’s keen business sense and logos, by justifying the undertaking of labeling their GM food products as a beneficial investment to the company. I will explain how launching marketing and education campaigns will not only further bolster her image as a role model, but will better the consumer’s perception of the company as one that is transparent and trustworthy. This will further benefit the company by expanding the number of paying customers, increasing existing customer satisfaction and enhancing quarterly sales. Consequently, the company’s profits and stock market value will see an augmentation, while the initial investment will be satisfied. Although the benefits to the company will take an understandable amount of time to be perceived as significant, I believe that thorough marketing of the GM products, education of the consumers and appealing labels will greatly enhance the company’s image and value, thus persuading Patricia Woertz to label ADM’s GM food products.

I have reached the conclusion that such benefits will arise by researching GMO labeling through various sources. “Weighing the GMO Arguments: Against,” published by the United Nations’ Food and Agriculture Organization’s (UNFAO) website, explained how not labeling genetically modified foods impedes customers from being able to choose against these foods – possibly endangering their health by the ingestion of GM foods that contain particular allergenic substances or violating religious freedoms. These statements, however, were refuted by another article published by the UNFAO, “Weighing the GMO arguments: For,” which argued that genetically modified foods may be used to supplement diets by enhancing the food’s vitamin or nutrient content, thus presenting a more appealing means of nutrition. Nevertheless, an article published in the Journal of Public Policy & Marketing titled “Stained by the Label? Stigma and the Case of Genetically Modified Foods” clearly explained that whether the food in question was healthy or not, labeling it would deter consumers from purchasing said food – the stigma carried by GM food ignorantly perceives these products as dangerous and undesirable. This notion is further supported by geneticist Dr. Alan McHughen’s article titled “Labeling Genetically Modified (GM) Foods,” which explains how labeling of GM foods would not only deter consumers from purchasing the product, but also increase food costs – due to the added spending in labeling – affecting consumers that remain loyal to the brand. Despite these sources that counter my proposal, through their reasoning it has become evident how I can go about convincing others that GM products should be labeled.

In sight of these problems arising from conflicting interests from both consumers and providers, I propose that Archer Daniels Midland’s GM products be labeled as such. I also recommend the promotion of these products through education, marketing and advertisement techniques that repeal the consumer’s misunderstandings and prejudice of genetically modified foods – therefore alleviating misconceptions that fuel the GM food stigma, gaining consumer’s trust and increasing product sales. I finally propose that a labeling convention be reached in order to easily expand this practice to other companies as an industry standard. The implementation of the proposed actions will better not only customers’ perception of ADM, but also serve as an example to the rest of the industry.

In order to effectively realize the purpose of this paper, however, I must conduct further research. Questions that remain to be answered include the types of marketing and advertisement techniques that would best suit the promotion of genetically modified foods, as well as what is the best means of educating consumers of this product. Further concerns to be researched are the best ways in which the vast quantity of GM food may be labeled in order to reduce costs and appeal to the consumers – whether explicitly stamped on the front or carefully stated in the back of the product. I will thus research marketing techniques done by companies whose content was once stigmatized as GM food is – how high fructose corn syrup or corn sugar has been advertised, for example. I will also learn of the best ways to educate the general public on the benefits of consuming GM foods, and finally learn more about the benefits to the company that may arise from labeling genetically modified foods.