As we entered 2014, General Mills, the Minnesota-based food processing giant, announced that the breakfast cereal, Cheerios, probably its most popular brand, will be labelled as GMO free. And the anti-science GMO refusers were partying across the land, with the anti-science Huffington Post adding to the Cheerios cheers:
Green America Corporate Responsibility Director Todd Larsen highlighted what General Mills’ decision means in a press release. “Original Cheerios in its famous yellow box will now be non-GMO and this victory sends a message to all food companies that consumers are increasingly looking for non-GMO products and companies need to meet that demand,” he said.
Of course, this was a pretty simple move for General Mills. About all it’s really going to cost them is a new box design to promote “GMO-Free”. It’s inexpensive and simple for General Mills because there are no genetically modified oats as of today. So, they don’t have to find new sources for the grain or most of the other components of the cereal. Actually, the only thing they had to do was switch the tiny amount of beet sugar used to sweeten the cereal to another type, something that is ostensibly an easy step in manufacturing.
Despite General Mills taking a tiny, inexpensive and risk-free step over the line to label GM-free, and going against what the industry has wanted, no labeling whatsoever, really nothing much has changed. General Mills is still opposed to all state initiatives demanding GMO labeling, which have mostly failed, probably as a result of corporate expenditures opposing these initiatives. General Mills still thinks genetically modified foods are safe and should not removed from the market. But with over 90% of Americans buying into the anti-science activism and believing that GMO’s are dangerous, and 59 percent of Americans now getting their nutritional advice from the internet, it becomes a brilliant marketing move for an aging brand. Instantly, Cheerios stands out in the supermarket aisle as one of the few major brand cereals that is GMO-free. It was a low-risk move that probably had no material impact on either General Mill’s strategies with genetically modified foods or the cost of manufacturing the cereal.
Although I have no evidence confirming my cynicism, eventually General Mills can increase the price of its GMO-free cereal, because demand will be higher for it. Then other oat cereal manufacturers will do the same, and eventually we’ll have more expensive cereal. I’m sure the anti-science GMO-radicals are happy that companies can make more profits for really not doing much. But that’s capitalism for you.