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The New York Times reports this morning that PepsiCo has sought and received approval for the application of the seal of approval from the Non-GMO Project for its Tropicana Pure Premium orange juice, as well as its Naked Juice, Smartfood, and Stacy’s snacks lines.

"The decision to add the seal to Tropicana is notable because its parent, PepsiCo, has been one of the biggest opponents of state efforts to impose labeling requirements on such foods," the Times writes, quoting Björn Bernemann, vice president and general manager for the Tropicana brand in North America, as saying, “Consumers today have a desire for transparency from brands, and that desire is only going to increase."

The story notes that "PepsiCo has not had to make any changes in the products to meet the verification because the only thing in Tropicana is orange juice — and as yet, there are no genetically engineered orange trees." It also points out that PepsiCo continues to support - and has spent more than $11 million lobbying for - federal legislation that would prevent states from establishing their own GMO labeling requirements.
KC's View:
In the end, the placing of "contains no GMOs" labels on products like Tropicana could have far more impact on how consumers think about this issue than placing "may contain GMOs" labels on tons of other products. I think that pro-labeling and anti-GMO forces at this point have to focus on what they can do ... which to educate consumers, market their position aggressively, and evangelize whenever and wherever possible.

Since at this point the argument for labeling products containing GMOs seems to have lost, if I were them I'd do my level best to make the manufacturers that opposed it yearn for the good old days when that was the focus of the debate.