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BRAND MARKETERS MUST PREPARE CONSUMERS FOR THE "NEXT WAVE" OF BIO-ENHANCED FOODS, SAYS GMA


WASHINGTON, DC, February 1, 1999 - Stakeholders throughout the food supply chain must pay greater attention to preparing the marketplace for the arrival of the second wave of new products derived through agricultural biotechnology - "future foods" that can benefit and enhance the lives of consumers.

According to a Grocery Manufacturers of America presentation at a major food biotechnology conference, brand marketers also need to enlist "new voices" such as health care professionals, who have already seen the benefits of biotech, to help communicate with the media and consumers. Karil Kochenderfer, GMA Director, Trade and Environmental Affairs, spoke at a conference in San Diego, CA, that focused on "Extracting Value Along the Way From Seed to Shelf."

"The Baby Boomers have the disposable income and the strong motivation to take unprecedented steps to maintain the quality of life they are living now," said Kochenderfer. "Without doubt, they want to try new products now that will help them maintain their current quality of life in the future. Importantly, this willingness is conditioned on two prerequisites: first, the products are safe and second, the products work."

She said industry can ensure that the products work and are safe, and with government assurances in place, "We can prepare the marketplace for the new wave of technology."

Varieties of soybeans and corn developed through biotechnology are already used in products such as cereals, crackers, and corn chips.

GMA supports the Food and Drug Administration policy on labeling foods developed through biotechnology, which requires labeling only when there are differences in nutritional value or composition of the food product, or if it contains allergenic ingredients.

"Is this policy scientifically valid, and can it provide for consumer acceptance of these products and provide a return on our investments?" asked Kochenderfer. "The answer to all these questions is `yes,' if we properly educate and communicate the benefits of biotechnology."

She pointed out several specific benefits of bio-enhanced foods: they require fewer pesticides, fewer fertilizers and less water. But she said growing fears about biotechnology, caused in part by misinformation spread by anti-biotech activists primarily in Europe, should not be ignored by the food industry in the United States.

"What is needed, at least from GMA's perspective, is a joint effort among life science researchers, production agriculture and food marketers to inform national and international policymakers about the benefits of foods enhanced through biotechnology," said Kochenderfer.

Kochenderfer said food, biotechnology and seed companies and retailers must join with health care professionals and associations to tell the biotech story.

"Health professionals already understand the benefits biotechnology is providing in the form of new drugs that greatly improve the lives of patients. We need to make sure they understand the promise, safety and efficacy of agricultural biotechnology."

For more information on GMA's industry-leading efforts to educate and communicate the benefits of biotechnology, contact Karil Kochenderfer at 202-337-9400.

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Based in Washington, D.C., the Grocery Manufacturers Association is the voice of more than 300 leading food, beverage and consumer product companies that sustain and enhance the quality of life for hundreds of millions of people in the United States and around the globe.

Founded in 1908, GMA is an active, vocal advocate for its member companies and a trusted source of information about the industry and the products consumers rely on and enjoy every day. The association and its member companies are committed to meeting the needs of consumers through product innovation, responsible business practices and effective public policy solutions developed through a genuine partnership with policymakers and other stakeholders.

In keeping with its founding principles, GMA helps its members produce safe products through a strong and ongoing commitment to scientific research, testing and evaluation and to providing consumers with the products, tools and information they need to achieve a healthy diet and an active lifestyle. The food, beverage and consumer packaged goods industry in the United States generates sales of $2.1 trillion annually, employs 14 million workers and contributes $1 trillion in added value to the economy every year.
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