Communicating effectively with consumers on GMOsCommunicating effectively with consumers on GMOs

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 its way from state ballot initiatives to Capitol Hill. While the battle lines are stark among those familiar with the issue, the uninitiated consumer probably had the same puzzled reaction as the superstitious tailgater in last year’s Bud Light commercial who asked himself, “Wh...