Chipotle recently made the announcement that they’ll be serving food only made with non-GMO ingredients.
This message was no surprise considering they have built their brand based on a consistent messaging plan of doing what is best for the land, farmers, animals, and of course their customers.
Chipotle’s The Scarecrow video has 14+ million views, was picked up by countless media including NPR, Christian Science Monitor and Slate and been called by marketing reporter Ann Hadley as “the most poignant moment in marketing” and even won an award at Cannes….but according to The New Yorker, Mother Jones and BuzzFeed who recently published the “9 Disappointing Facts About Chipotle” the statements made in the video short are not 100% true.
The restaurant’s announcement fast tracks the anti-GMO and GMO Labeling debates as it brings the issue to the “masses” rather than just having it argued by foodies, intellectuals, pundits and NGOs. Television talk shows have featured the debate with man-on-the-street interviews as well as one on one “expert” interviews – all underscoring the passion to be fearful of GMOs and reinforcing the lack of basic knowledge about GMOs (or even what the acronym stands for!).
My fear is that this move by Chipotle adds to the confusion and misunderstanding; and does little to help consumers understand the issue and the science.
Marion Nestle, PhD and professor of nutrition, food studies and public health at New York University posted a brief comment on her blog. “No, this is not a safety issue. GMO corn ingredients were not making Chipotle customers sick. Yes, this is a matter of trust. Chipotle customers are offended that GMO foods are not labeled and that they have no choice about whether to eat them”. For the complete post visit Food Politics. ‘
February 27th will go down in history as an important date in GMO history. In addition to Chipotle’s announcement, a federal court dismissed a motion filed by food industry trade groups to prevent the state of Vermont from implementing Act 120 which mandates GMO labeling on all foods beginning in July 2016. According to a report in National Geographic, food industry groups have spent more than $100 million to fund anti-labeling campaigns, no doubt an amount that will rise even higher as they ponder options from this ruling.