In the end, it would healthy for marketers if consumers thought of biotech fruits and vegetables as “just an excuse to charge more money,” as a mid-April Harris poll indicated that nearly 60% of consumers believe about the organic label.
From the Harris release:
Turns out that more than half (59%) agree that labeling food or other products as organic is just an excuse to charge more.
"What surprised us most was that while Americans are showing more concern for the environment, they aren't necessarily willing to pay more to do anything about it," said Mike de Vere, President of the Harris Poll. "While Americans feel better about the economy, many are wary of the 'greenwashing' concept that gives companies a chance to cash in on consumers who want to help the planet but are confused by all the eco-friendly jargon."
I don’t think there will be any one event that will be the turning point in the market acceptance of biotech fruits and vegetables. But with one new biotech variety finding approval after another, retailers and consumers may not get so excited about the next. Biotech will neither save nor destroy agriculture as we know it. In the end, it is the “no big deal” response that will finally signal a new norm.
What do you think? Vote on Fresh Produce Industry Discussion Group poll here: