The Fight Over GMO Food Labeling

A Social Science Perspective

Carmen Bain
Department of Sociology, Iowa State University

Introduction
GMOs as wicked problem
Fight over political and economic interests and values
Science cannot arbitrate

Movement for GMO labeling

Key actors, frames, responses

Social movements, consumers, food industry

Framing GMOs as a social problem
Mandatory vs. voluntary labeling

Conclusion
Science cannot solve GMO debate but inform
Management is social and political process
Potential for voluntary labeling to settle the debate

Wheres the Science?

Broad criticism that anti-GMO proponents ignore
scientific consensus, facts on GMOs, and science
should adjudicate
Stand up for Science. Join us in demanding .sciencebased standards for GMO food labeling (Coalition for Safe
and Affordable Food, 2015).

Independent objective information on the scientific issues

need to be provided to legislators and consumersto
help move the national discussion from contentious
claims to a more fact-based and informed dialog (Van
Eenennaam et.al, CAST, 2014).

army of quacks and pseudo-environmentalists waging a

leftist war on science (Saletan, 2015, Slate).

Is this fight about GMOs?

For opponents, GMOs proxy for

broader political, economic, ethical

concerns
GMOs are concrete, its a target, its
simple, and its a place for people to
focus other broader moral concerns
about sustainable agriculture or the food
that theyre eating.
(Environmental Org, 2014)

Is this fight about GMOs?

Fight over GMOs and labeling is about

political and economic interests and

values on both sides
industrial

agriculture, corporate control,

property, patents, markets, profits, the
environment

We are very, very, very concerned about the

inadequacy of the structure for evaluating
whether [GMOs] are safe to eat right to
know issues and transparencybut [also] the
economic impacts on agriculture, the bigger
picture food system impacts. So its the
patent issues, the consolidation of the seed
industry, increasing the role of chemicals
(Consumer Advocacy Organizations, 2013).

Concerns that mandatory labels would impose

limits to interstate commerce, international
trade, increase food production costs,
regulatory burdens (Van Eenennaam etal, 2014).

GMOs as a Wicked Problem

Tame problems: problem is clear, outcome is

true/false, causes determined by scientific

experts, science can guide solutions
Wicked Problems: issue is complex; subject to

political, scientific and social uncertainty

Science cannot solve but inform
No agreement over real problem and causes
No shared values over desired goals for society
Outcome neither true/false but better/worse
Management is social and political process

(Kreuter et al. 2004; Batie 2008; Batie and Schweikhardt 2010)

Communicating with the Public

about GMOs
General Assumption
Controversies about science (e.g. GMO

safety) are caused by a deficit of science

knowledge
The role of experts and scientists is to

educate the public, thereby reducing the

controversy
Facts

will speak for themselves

(Scheufele, 2014)

Communicating with the Public

about GMOs
Deficit Model of Science Communication
Knowledge and attitudes about contentious
issues are generally not correlated
Even in the face of facts, we rarely

change our minds

Communicating with the Public

about GMOs
Why?
Individuals make judgments quickly based

on our values and interests versus reasoning

We tend to seek out reasons/facts that

support our initial value judgments and

interests
If you ask someone to believe something

that violates their moral intuitions, they will

work very hard to find a reason to disagree
(Scheufele, 2014; Haidt, 2012)

GMO Crops in the US

Commercially available since 1994
90% corn, soybeans, cotton in US is GM
70-80% of processed foods include GM
ingredient

Key GM traits
Herbicide tolerance (Roundup Ready)
Insecticide (Bt corn)

GMO Crops in the US

1992 FDA determined:
GM foods substantially equivalent
GM foods pose no additional risks

Mandatory labeling for any functional

differences label the difference

No labeling required
FDA allows voluntary process-based

labeling so long as not false or misleading

Framing GMOs as a Social

Problem
Early efforts to ban or label GM foods failed
1990s: 70% public support for biotech
Since 2011, mandatory and voluntary

labeling initiatives gained momentum

Key role of social movement organizations

in framing GMOs as a social problem

Center for Food Safety; Food & Water Watch;

Environmental Working Group; Organic Consumers
Association; Non-GMO Project

(Loeske, 2007; Schurman and Munroe, 2010; Bain etal, 2014)

Framing GMOs as a Social Problem

Problem
Consumers have right to know
Consumers should have choice
There should be transparency
Resonates with key American values, cultural

norms, and trends

Individual rights and freedoms
Rise of political consumption, food
movements, private governance

Solution: labeling

To be honest, its a little surprising

that this push for labeling has come up
in the last 3 to 4 yearsI think it's
really linked to a larger movement
among consumers wanting more
transparency in the food system.
They want to know where their food
came fromhow it was produced.
(Ag Policy Org, 2014)

Political/Ethical Consumption
Rise

of consumption as political practice

Individuals empowered through role and identity

as consumers
Lack of trust in existing policies, regulations
Concerns about risk

Desire

for non-economic values in market arena

Social, environmental, ethical

Food movement
Production processes

(Bostrom & Klintman, 2011; Bain et al. 2014)

local foods
organic
animal welfare
fair trade

In the world of GMO issues,

labeling seems achievable and it
taps into a uniquely American
thingeveryone is down on the
government, the government cant
do anything [but people think] if
you put labels on it, Ill decide for
myself.
(Food and Environmental Advocacy Organization I)

Consumer Surveys
2013: NYT poll

93% want GM foods labeled

2013: Rutgers Public Survey
54 % knew very little/nothing of GM foods
25 % never heard of them
43% not aware GM products currently for sale

What information would you like to see on food

labels that is not already on there?
7% said GM food labeling
Asked directly, should GM foods be labeled?

73 % agreed

Private Food Governance

Creation food retailing giants

with direct links to consumers

Vulnerable to activist campaigns

Protect valuable brand names, reputation

Labels, brands, certification

Develop niche markets with price premium
Non-price competition based on quality attributes
Demonstrate corporate social responsibility
Convey transparency, trust, credibility, reduce risk

(Hatanaka et.al, 2005; Raynolds et.al, 2014; Busch, 2011; Bain et.al, 2013)

Campaigns for Mandatory Labeling

(Center for Food Safety, 2015)

GMO Labeling Opponents

Biotech Companies/ Big Agriculture/Govt Agencies
Mandatory labeling
No scientific justification
Safe
Costly
creates illusion of difference
will confuse and mislead consumers
creates negative associations
creates less choice

Support voluntary labeling

(Van Eenennaam etal, 2014)

Regulatory Efforts to Block

Mandatory Labeling
Safe and Accurate Food Labeling Act
(HR 1599)
Ban states from introducing GMO
label laws
GMO-free labels would have to submit to

certification process overseen by USDA

Introduced March 25 by Reps Mike Pompeo (R-

KS) and GK Butterfield (D-NC)

House of Energy and Commerce Committee and

House of Agriculture Committee (July 14, 2015)

Non-GMO Voluntary Labeling

Non-GMO one of fastest growing labels
2013: $3 billion
Governance
Strategy
GMO Free

Retailer/Processor
Ben and Jerrys

Chipotle
Meijer Naturals
Target Simply Balanced
Non-GMO Retailer
Trader Joes Trader Joes
Brand
Whole Foods Market 365
Everyday Value
General Mills Cheerios
Non-GMO Label
Smart Balance Buttery Spread
Manufacturer
Options
thinkThin Crunch Bar varieties

Date
2014
2014
2009
2014
2001
2009
2014
2014
2013

Chipotle Mexican Grill

Smart Balance
Ive been in the food industry for 35 years. I
have never seen a consumer issue come on
this fast. CEO Hughes

What you put in your food matters. So does what

you leave out

Whole Foods
100% labeling by 2018

Whole Foods Market commits to full GMO

transparency
We are putting a stake in the ground on
GMO labeling to support the consumers
right to know
(Walter Robb, co-CEO, 2013)

Non-GMO Certification
Non-GMO Project
North Americas only third party verification and
labeling for non-GMO food and products
Over 27,000 products verified since 2008

Conclusion

Focus on scientific arguments and science education will

not resolve GMO labeling battle

Focus on facilitating dialogue that identifies trade-offs,

better or worse (not right or wrong) outcomes and
identifies potential areas for managing problem
Interest in GMO labeling reflects alignment of anti-GMO
framing with broader values, concerns, interests of
political consumers and food retailers
Momentum for state-based mandatory labels waning?
Growth in voluntary labeling may act to settle the issue

No consensus but addresses concerns of political

consumers; value-based food businesses; opponents of
mandatory labels