The food industry has a branding problem. From high fructose corn syrup in soda to recombinant bovine somatotropin in milk, too often it’s the scientists who are giving accurate but byzantine names to what’s in the food world — at the cost of consumer understanding and comfort. And consumers are just who food makers and providers need on their side. It’s time to rethink branding.
 Take the latest debate about labeling genetically modified organisms, which is making ...

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