Contact: Professor Bruce Chassy, PhD
(208) 277-9035
An academic review of more than 25 years of market research, marketing tactics and government programs driving sales in the organic and natural product industries
(April 8, 2014 Priest River, ID) An extensive review of more than 200 published academic, industry and government research reports into why consumers adopt organic product purchasing behaviors was conducted by Academics Review – a non-profit led by independent academic experts in agriculture and food sciences. This review was then supplemented with an assessment of more than 1,000 news reports, 500 website and social media account evaluations and reviews of hundreds of other marketing materials, advertisements, analyst presentations, speeches and advocacy reports generated between 1988 and 2014. Our findings were reviewed and endorsed by an international panel of independent agricultural science, food science, economic and legal experts from respected international institutions with extensive experience in academic food and agriculture research and publishing.
Our report finds consumers have spent hundreds of billion dollars purchasing premium-priced organic food products based on false or misleading perceptions about comparative product food safety, nutrition and health attributes. The research found extensive evidence that widespread, collaborative and pervasive industry marketing activities are a primary cause for these misperceptions. This suggests a widespread organic and natural products industry pattern of research-informed and intentionally-deceptive marketing and paid advocacy. Further, this deceptive marketing is enabled and conducted with the implied use and approval of the U.S. government endorsed and managed U.S. Department of Agriculture (USDA) Organic Seal and corresponding National Organic Standards Program (NOSP) in direct conflict with the USDA’s NOSP stated intent and purpose.
“It is our hope that responsible members of the organic food industry and government officials will use these findings to address consumer misperceptions about important issues of food safety and nutrition,” said Professor Bruce Chassy, professor emeritus University of Illinois, Department of Food Science & Human Nutrition. “Accurate food safety, nutrition and health information combined with consumer pocket book protections should be a threshold standard for any U.S. government program that cannot be coopted by special interest marketing groups.”
A full copy of the Organic Marketing Report may be downloaded at the Academics Review website academicsreview.org/wp-content/uploads/2014/04/Academics-Review_Organic-Marketing-Report1.pdf.
Note: Academics Review does not solicit or accept funds from any source for specific research or any other activities associated with any products or services. Academics Review has no conflicts-of-interest associated with this publication, and all associated costs for which were paid for using our general funds without any specific donor’ influence or direction. Academics Review is an independent IRS registered 501c3 non-profit organization which only accepts unrestricted donations in support of our work.
Related posts at Academics Review:
Dr. Oz and Academics Review in the New Yorker
Grading the Science: USDA’s Economic Research Report & Coverage by Reuters
Tags: antibiotics, GMOs, hormones, organic, organic marketing, pesticides
Update by GMO Pundit:
(VERSE 1)
(CHORUS 1)
(VERSE 2)
(Verse 3)SINCE THE 1940’S, TRENDS HAVE BEEN PRETTY SAD
(April 8, 2014 Priest River, ID) An extensive review of more than 200 published academic, industry and government research reports into why consumers adopt organic product purchasing behaviors was conducted by Academics Review – a non-profit led by independent academic experts in agriculture and food sciences. This review was then supplemented with an assessment of more than 1,000 news reports, 500 website and social media account evaluations and reviews of hundreds of other marketing materials, advertisements, analyst presentations, speeches and advocacy reports generated between 1988 and 2014. Our findings were reviewed and endorsed by an international panel of independent agricultural science, food science, economic and legal experts from respected international institutions with extensive experience in academic food and agriculture research and publishing.
Our report finds consumers have spent hundreds of billion dollars purchasing premium-priced organic food products based on false or misleading perceptions about comparative product food safety, nutrition and health attributes. The research found extensive evidence that widespread, collaborative and pervasive industry marketing activities are a primary cause for these misperceptions. This suggests a widespread organic and natural products industry pattern of research-informed and intentionally-deceptive marketing and paid advocacy. Further, this deceptive marketing is enabled and conducted with the implied use and approval of the U.S. government endorsed and managed U.S. Department of Agriculture (USDA) Organic Seal and corresponding National Organic Standards Program (NOSP) in direct conflict with the USDA’s NOSP stated intent and purpose.
“It is our hope that responsible members of the organic food industry and government officials will use these findings to address consumer misperceptions about important issues of food safety and nutrition,” said Professor Bruce Chassy, professor emeritus University of Illinois, Department of Food Science & Human Nutrition. “Accurate food safety, nutrition and health information combined with consumer pocket book protections should be a threshold standard for any U.S. government program that cannot be coopted by special interest marketing groups.”
A full copy of the Organic Marketing Report may be downloaded at the Academics Review website academicsreview.org/wp-content/uploads/2014/04/Academics-Review_Organic-Marketing-Report1.pdf.
Note: Academics Review does not solicit or accept funds from any source for specific research or any other activities associated with any products or services. Academics Review has no conflicts-of-interest associated with this publication, and all associated costs for which were paid for using our general funds without any specific donor’ influence or direction. Academics Review is an independent IRS registered 501c3 non-profit organization which only accepts unrestricted donations in support of our work.
Related posts at Academics Review:
Dr. Oz and Academics Review in the New Yorker
Grading the Science: USDA’s Economic Research Report & Coverage by Reuters
Tags: antibiotics, GMOs, hormones, organic, organic marketing, pesticides
Update by GMO Pundit:
EXHIBIT A. Stonyfield Farm Kicks-Off "Just Eat Organic!" Education Campaign with "Just Eat Organic" Rap Video & "The Organic Moment" Storytelling Site
(INTRO)
I’m no rapper, that’s for sure
I’m just a yogurt making CE-YO
But when it comes to how we grow and eat, we’ve overdue for a cure
And some really bad practices have got to go…SO
(VERSE 1)
AMERICA WAS BUILT ON FARMS THAT LOOK LIKE THIS
BUT SIXTY YEARS OR SO AGO, THINGS STARTED TO SWITCH
TO MODERN AGRICULTURE, BUT NOW HERE IS THE HITCH
A MILLION FAMILY FARMS WENT UNDER, WHILE BIG BUSINESS GOT
RICH
THE FOODS WE EAT TODAY MOSTLY DON’T COME FROM THE FARM
IT’S TIME TO GET UP OFF OUR BUTTS, STAND UP, AND SOUND THE
ALARM
YEAH THE CHEAP STUFF IS ADDICTIVE, AND THAT IS THEIR CHARM
BUT BIG AGRIBIZ’S PROFITS SHOULDN’T BE CAUSING US HARM
YOU GET THE CONVENIENCE, BIG BRANDS RAKE IN THE WEALTH
BUT WHAT’S THE POINT, WHEN THIS STUFF IS REALLY BAD FOR YOUR
HEALTH?
LOOK AT THE MEALS ON YOUR TABLE, DECIPHER THEM IF YOU’RE ABLE
WHAT ARE THOSE REALLY LONG WORDS YOU CAN’T PRONOUNCE ON THE LABEL?
SO TAKE A LOOK AT YOUR “FOOD” AND THEN DECIDE WHAT YOU
WANT
THEN SPEAK UP AT SUPERMARKETS AND THE RESTAURANTS
MAKE SOME NOISE, MAKE A CHANGE, NO MORE ACCEPTING DEFEAT
YOU KNOW THE ADAGE IS TRUE: YOU ARE WHAT YOU EAT
(CHORUS 1)
SO IF YOU LOVE YOUR BODY, LOVE YOUR CHILDREN AND YOU LOVE YOUR
PLANET
THERE IS HOPE FOR THE FUTURE, SO THERE’S NO NEED TO PANIC
THE SOLUTION IS A SIMPLE ONE, IT’S EASY TO UNDERSTAND IT
TO PROTECT YOUR FAMILY, BODY AND EARTH… JUST EAT ORGANIC.
(VERSE 2)
FRIGHTENING AS THESE COMPLICATED LABELS MAY BE
THE REALLY SCARY STUFF IS WHAT WE CANNOT SEE
CHEMICAL FERTILIZERS, PESTICIDES, HORMONES, DRUGS AND
HERBICIDES
ACCUMULATING IN OUR EARTH, AS WELL AS IN OUR INSIDES
GOT POISONS IN OUR SOIL, POISONS IN OUR AIR
POISONS IN OUR WATER SUPPLY, IT DOESN’T STOP THERE
THEY’RE EVERYWHERE, YOU CAN’T JUST WASH ‘EM OFF OF THE SKIN
THEY’RE IN THE FRUIT & VEGGIE CELLS, YEAH THEY’RE BURIED
WITHIN
COWS ARE GROWN ON FEEDLOTS WITH NO PASTURE OR GRASS
STUFFED FULL OF CORN, THEY BURP OUT METHANE GAS
THEY’RE HERBIVORES NOT CORNIVORES, THEY SHOULD BE IN THE
FIELDS
BUT THE BIG GUYS DON’T CARE, THEY ONLY CARE ABOUT YIELDS
THESE ANIMALS ARE IN MANURE UP TO THEIR KNEES
HOPPED UP ON ANTIBIOTICS, SO THEY DON’T GET DISEASED
THEN THE DRUGS DON’T WORK FOR US, SO SEE WE NEED THIS TO
STOP
IT’S NO MORE DIFFICULT THAN READING LABELS WHEN YOU GO
SHOP
(CHORUS 2)
SO IF YOU LOVE YOUR BODY, LOVE YOUR CHILDREN AND YOU LOVE YOUR
PLANET
THERE IS HOPE FOR THE FUTURE, SO THERE’S NO NEED TO PANIC
THE SOLUTION IS A SIMPLE ONE, IT’S EASY TO UNDERSTAND IT
TO PROTECT YOUR FAMILY, BODY AND EARTH… JUST EAT ORGANIC.
(Verse 3)SINCE THE 1940’S, TRENDS HAVE BEEN PRETTY SAD
CANCER RATES ARE STEADILY RISING, IN KIDS AND MOMS AND
DADS
A BABY BORN IN BIRMINGHAM, BOISE, BEND OR BOSTON
NOW HAS IN HER CORD BLOOD ALMOST 300 TOXINS
THE U.S. CANCER PANEL STUDY MAKES ME ILL AT EASE
‘CAUSE 41 PERCENT OF US WILL GET THIS DISEASE
CUT OUT UNNECESSARY CHEMICALS IS WHAT THEY PRESCRIBE
SO TO AVOID GETTING SICK, JUST CHANGE THE STUFF YOU INBIBE!
FUTURE GENERATIONS WILL WONDER AND PROBABLY SAY
WE HAD A BEAUTIFUL PLANET, WHY DID WE THROW IT AWAY?
THE ALTERNATIVE IS CLEAR, LETS BRING ORGANIC TO FRUITION
IT’S NOT JUST GOOD FOR THE EARTH, IT GIVES BETTER NUTRITION
SO LETS FACE UP TO WHAT WE NEED TO DO, THERE’S NO NEED TO COWER
CHANGE IS POSSIBLE, CONSUMERS REALLY HAVE ALL THE POWER
BUY SMART, SUPPORT ORGANIC FAMILY FARMS IS THE AIM
‘CAUSE WHEN WE CHOOSE TO BUY ORGANIC, WE CAN CHANGE THE WHOLE GAME!
(CHORUS 3X AND FADE OUT)
SO IF YOU LOVE YOUR BODY, LOVE YOUR CHILDREN AND YOU LOVE YOUR
PLANET
THERE IS HOPE FOR THE FUTURE, SO THERE’S NO NEED TO PANIC
THE SOLUTION IS A SIMPLE ONE, IT’S EASY TO UNDERSTAND IT
TO PROTECT YOUR FAMILY, BODY AND EARTH… JUST EAT ORGANIC.
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