NON-GMO RETAILER
TRAINING AND EDUCATION
July 2013
Terminology: Definitions

WHAT IS A GMO?
Genetically modified organisms (GMOs) are plants or
animals created through the process of genetic
engineering. This experimental technology forces DNA
from one species into a different species. The resulting
GMOs are unstable combinations of plant, animal,
bacterial and viral genes that cannot occur in nature
or in traditional breeding.
2011 Production Figures
Corn:
Soy:
Cotton:
Sugar Beet:
Canola:


88%
94%
90%
95%
90%
Other GM crops that are grown commercially include alfalfa,
Hawaiian Papaya, zucchini, and summer squash
Sweet corn is on the market
GMO PRODUCTION IN THE U.S.
The Grocery
Manufacturers
Association estimates
that GMOs are now
present in more than
75% of conventional
processed food.
GMO Traits



75%-80% of GMO crops grown are
engineered for herbicide tolerance
(e.g. “Roundup Ready” crops).
The majority of the remaining GMO
crops are engineered to produce Bt in
their DNA.*
None of the genetically engineered
traits in commercial production offer
increased yields, drought tolerance or
nutritional superiority.**
CONCERNS ABOUT GMOs
• Health impacts*: Reproductive issues, allergenic
potential, immune system disturbances, organ disruption
• Environmental impacts**: Soil and water toxicity,
superweeds/superbugs, loss of genetic diversity
• Societal impacts***: Lack of informed choice, seed
contamination, food sovereignty
PEOPLE WANT TO KNOW





Nearly all Democrats (93% favor, 2% oppose), Independents (90%
favor, 5% oppose) and Republicans (89% favor, 5% oppose) in
favor of labeling. Mellman Group
96% believe genetically modified foods should be labeled
(6/11, MSNBC)
93% of the American public wants the federal government to require
mandatory labeling of genetically engineered foods (6/11, ABC
News)
93% believe GE foods should be labeled (10/10,Thomson Reuters
PULSE™ Healthcare Survey
94% believe genetically modified food should be labeled
(9/10, Washington Post)
Mandatory vs. Voluntary Labeling



AFFIDAVITS
No rejection/ “Action”
Threshold
Claim: “May contain
genetically engineered
ingredients”



TESTING
“Action” Threshold of 0.9%
Claim: “Non-GMO Project
Verified”
The Non-GMO Project
Voluntary market-based strategy for
preserving and building our Non-GMO
food supply
North America’s only:
 Consensus-based Standard for GMO
avoidance
 Third-Party Product Verification Program
 Non-GMO Project Verified Seal offers
transparency and consistency
NON-GMO AT RETAIL
Dollar growth of Non-GMO Project Verified, Organic and Natural
Products at Retail
25%
20%
15%
10%
5%
0%
Non-GMO
TTL
Food/Drug/Mass with Wal-mart
Organic
Natural Supermarkets
Natural
Specialty Gourmet
Services: SPINSscan Natural,
SPINSscan Specialty/Gourmet,
SPINSscan Conventional Markets Channels-2mm+ Grocery, $1mm+ Drug, Mass Merchandisers +Wal-mart, Sam’s and
others
Excludes Whole Foods, Trader Joes
NON-GMO MONTH
Month-long outreach campaign
 A platform for raising awareness on the nonGMO issue

Non-GMO Month Lift
Grocery $ increases by retailer type begin immediately and are sizeable throughout October,
peaking near month end and continuing at lesser levels (halo impact) through mid-November.
Non-GMO Month and Following:
Weekly Increase in Grocery Department $ by Store Type
Supporting Retailers
Retail Endorsers
All Retailers
20%
14.9%
% Increase
15%
12.8%
11.8%
11.6%
10.5%
10%
8.5%
8.3%
8.4%
7.2%
7.1%
5.4%
5%
5.7%
4.1%
4.1%
5.6% 5.1% 5.5%
4.5% 4.9%
5.0%
6.1%
0%
WE 10/6/12 WE 10/13/12 WE 10/20/12 WE 10/27/12 WE 11/3/12 WE 11/10/12 WE 11/17/12
Week Ending
• Whole Foods commits to GMO
transparency by 2018
• Other markets also announce their
commitment: Lifesource, The Big Carrot,
Dean’s, New Leaf
• Several stores begin to experiment
with labeling products that may contain
GMO ingredients
RETAIL STORES & GMOs
Communicating the Non-GMO
Message

Objective:
 Communicate
about GMOs with
clarity, consistency, and
effectiveness

Tone:
 Start
with the basics, appeal to
common sense, and keep it
positive
Non-GMO Talking Points

The Right to Know
 “We

have a right to know what’s in our food.”
Ethics of Experimentation
 “It’s
unethical to be putting an experimental technology
into the food we feed our families.”

The Global Picture
 “Nearly
50 countries require labels of GMOs, and
many of these also have restrictions or bans against
GMO food production or sale.”
Chris Keefe & Arielle Stein
retailers@nongmoproject.org
Contact us with Questions