Why Does Everyone Hate Monsanto? - Modern Farmer

Founded in 1901, Monsanto was one of a handful of companies that produced Agent Orange, and its main poison, Dioxin. It sold DDT, PCBs, the ... Lifestyle WhyDoesEveryoneHateMonsanto? ByLessleyAnderson onMarch4,2014 Mar04,2014 LessleyAnderson EveryoneseemstothinkthatMonsantoisthefaceofevil.Butwhy? ShareTweetPinEmail29KShares Thehousewasraisedabovetheground,likeamushroomorawhiteraygun,itsroomsradiatingoutlikespokesofawheel.Itwas1957andthiswasthe“HouseoftheFuture,”aprototypemodularhousecreatedbyMonsanto,incollaborationwithM.I.T.tohelpsolvethehousingcrisisbabyboomAmericawasinthemiddleof.Notcoincidentally,thehousewasmadeofplastic,oneofMonsanto’sproductsatthetime. “Theyimaginedfastsubdivisionsofthishouse,likeLevittown,”saysGaryVanZante,curatorofarchitectureanddesignattheM.I.T.Museum. Whilethatneverhappened,WaltDisneydidselectitasanexhibitionathisnewDisneyland.For10years,untilitwastorndown,thechemicalgiant’screationstoodpeacefullyinTheHappiestPlaceOnEarth,wheremillionsofpeoplemarveledatit. ItissafetosaythatifMonsanto’spodhousewereerectedtheretoday,itwouldnotbesuchahappyhome. Overthepastdecade,Monsantohasbecomeapopculturalbogeyman,thefaceofcorporateevil.Thecompanyanditsgeneticallymodifiedorganism(GMO)seedshavebeenthesubjectofmuckrakingdocumentaries(“ForksOverKnives”and“GMOOMG“),globalprotests,andassaultsbyeverybodyfromenvironmentalactiviststo“TheColbertReport.”Facebookandothersocialmediaareawashinmemes(here’sablogdevotedtothetopic)andhashtagslike#monsantoevil.Anditseemseveryone,fromyourplumbertoyourmother,hasanopinionaboutthecompany.Thispastyear,whenMonsantoboughtaweatherdatacompanycalledtheClimateCorporationforabout$1billion,DavidFriedberg,thecompany’sCEO,foundhimselfbendingoverbackwardsjustifyinghisdecisiontosell.(Asifthemoneywasn’tenoughreason!)FriedbergtoldtheNewYorkerthatevenhisfatherdisapproved:“Hisfirstreactionwas,‘Monsanto?Themostevilcompanyintheworld?IthoughtyouweretryingtomaketheworldaBETTERplace?’”(Friedbergalsofeltcompelledtowritealettertohisentirestaff,layingouthisrationaleforMonsanto’saptnessasanewowner.)Inshort,youdon’tneedtohaveadegreeinmarketingandcommunicationstoseethatMonsantohasaPRproblem. Howdidthishappen?HowdidMonsantogofromthefutureofAmericaninnovationtoalate-nightpunchline?CriticspointtotheirroleinGMOs,creating“frankenfood,”butMonsantoisnottheonlycompanythatproducesgeneticallymodifiedorganisms.Andthoughithasabadenvironmentalrecord,sodolotsofcompanies.Also,unlike,say,othercorporatevillainslikeGeneralMotors(theantiheroofMichaelMoore’s“Roger&Me”)Monsantoisnotaconsumerfacingcompany,anditsactualbiotechnologicalworkingsaremystifyingtotheaverageperson.Yetsomehowitmanagestoserveasafocalpointforpopularfearandrageabouteverythingfrompoliticalpanderingtoglobalization.Why? Theanswer,ofcourse,iscomplicatedbutnumerousexpertspointtoafuse:thebungledlaunchofGMOseedsinEuropeinthelate’90sthatprogressedintoaviciouswarofdisinformationthatshowslittlesignofabating. IfyousetasideforamomentfromtheusualdebateaboutwhetherGMOsarebadorgood,acuriousfactemerges.Forarichandpowerfulcompanythatseemstoexcelatnearlyeverythingitdoes,Monsantosucksinoneimportantaspect:spincontrol. Obviously,WillyWonkagotMonsantotreatment. Philosoraptorgetsinontheanti-Monsantoaction. ManymemesreferenceapieceoflegislationdubbedMonsantoProtectionAct,whichaddressedissueofcropswhoselegalitywaschallenged. Jesus:notafanofMonsanto,atleastaccordingtoFacebookmemes. EvenXzibitgetspulledintotheGMOfray. LettheRecordReflect BeforeMonsantobecamethefaceofindustrialagriculture,itcourtedcontroversyinotherways–namely,asachemicalcompany.Foundedin1901,MonsantowasoneofahandfulofcompaniesthatproducedAgentOrange,anditsmainpoison,Dioxin.ItsoldDDT,PCBs,thecontroversialdairycowhormone,rBGH,andthecancer-linkedAspartamesweetener. Startinginthe’80s,however,Monsantosheditschemicalsandplasticsdivisions,boughtupseedcompanies,investedinbiogeneticsresearch,andultimatelyreincorporateditselfasanagriculturalcompany.ItsfirstGMOproduct,thepatentedGlyphosate-resistant,“Round-UpReady”soybean,wasapprovedbytheUSDAin1994.ButmostAmericanshadn’theardofMonsantountilittriedtoselltheseedstoEurope.That’swhenthingsturnedsour. IfyousetasidethedebateaboutwhetherGMOsarebadorgood,acuriousfactemerges.Forarichandpowerfulcompanythatseemstoexcelatnearlyeverythingitdoes,Monsantosucksinoneimportantaspect:spincontrol. In1996,theU.K.wasreelingfromtheMadCowdiseaseepidemic,inwhichtheBritishGovernmentinsistedthehighlydangerousdiseaseposednorisktohumanhealth,whilepeopleweredying.BritshadgottenafasteducationinthemodernfarmsystemandwereprimedtobesuspiciousofGMOs’supposedsafety.AlthoughtheseedswereapprovedbytheEuropeanUnion,consumersrebelledinEngland.Grocerystorechainspushedback,tabloidsprintedstoriesabout“Frankenfoods”andenvironmentalgroupssuchasGreenpeaceswungintoactionwithhigh-profilecampaigns.EvenPrinceCharles,alongtimesupporteroforganicfarming,wroteanewspapereditorialopiningthatgeneticengineering“takesmankindintorealmsthatbelongtoGod,andtoGodalone.” ThisreactioncaughtMonsantoexecsoffguard.AsDanCharleswritesinhisbook,“LordsoftheHarvest,”PhilipAngell,theheadofMonsanto’scorporatecommunicationsatthetime,bemoanedthattheBritswerethe“sadsacksofEurope”fortheirsuspicionofGMOs.ButMonsantobelieveditcouldovercometheproblem. “Thepredominantattitudeatthecompanywas,‘Iftheydon’tlikeit,iftheytrytoblockit,wecansuethem,’”saysaformerMonsantoemployeewhoaskedtoremainanonymouswhenspeakingtoModernFarmer. Monsantorespondedwithwhatwassupposedtobeacleverlycounterintuitive$1.6millionadcampaignthatread:“Foodbiotechnologyisamatterofopinions.Monsantobelievesyoushouldhearallofthem.”Theadsincludedthephonenumbersofopposinggroups,suchasGreenpeace.Buttheadvertisementsstrucktheiraudienceasglibandinsincere. Toolittletoolate,Monsantotriedadifferenttack,engaginginadialoguewithstakeholdersalloverEurope.Monsanto’sthen-CEORobertShapiroevenapologizedforthecompany’scondescensionandarroganceataGreenpeacemeetingviavideouplinkin1999.Butthedamagehadbeendone.MonsantoemergedfromthebungledlaunchofGMOsintheUKlookinglikeabully,andtheimagestuck. TheTerminatorandtheRosy-CheekedCanadianFarmer Andso,whatstartedasaprobleminEnglandbecamefodderforaglobalconversation,inwhichenvironmentalgroupshadtheupperhand. In1998,MonsantoannouncedplanstoacquireaseedcompanycalledDeltaPineandLandCompany.DeltaPinehaddevelopedapatentedseedthatcouldonlypropagateonce.“TheTerminator,”asitwasingeniouslydubbedbyenvironmentalists,couldnotbesavedandreplantedbyfarmers,ostensiblyforcingthefarmerstohavetobuyfreshseedeveryyear. Summoningupnegativeemotionalresponsesto“TheTerminator”wasapowerfulPRtacticforenvironmentalistsintheBritishGMOdebate,anditonlycontinuedtobeasthecontroversycaughtonintheU.S.Infact,theseedprovedsuchahotpotatothatMonsantonevercommerciallyintroducedit.Andyet,“TheTerminator”continuestoliveoninanti-GMOrhetoric.Inthe2009documentary“DavidVersusMonsanto,”aboutaCanadianfarmerwhowassuedbytheseedgiant(moreonthislater),“TheTerminator”seedispresentedasifitisaviableMonsantoproduct. In2009,GreenpeaceactivistsheldalettertoMonsanto'sChinaCEOandabowlofricetoprotestinthelobbyofabuildingwhereMonsantohasitsofficeinBeijing. It'snotjusttheU.S.thatprotestsMonsanto:hereisascenefromaMay2013eventinChile,wherethecompanywasplanningonintroducinganewherbicide-resistantcropcalledXtend. GladysRoldan,21,wearsananti-GMOt-shirtduringoneofmanyworldwideMarchAgainstMonsantothattookplaceinfallof2013inLosAngeles. Scenesfroma2014protest,outsidetheMonsantoannualshareholdermeetinginCreveCoeur,Missouri. Environmentalgroupsalsocapitalizedonthepublic’sfearoftheunknown,especiallyasitrelatedtobigemotionaltriggersofpersonalhealthandsafety.Atypicalexample,wasFriendsoftheEarth‘s1999mailingcampaign,whichread:“HowSafeistheFoodYouEat?…Thescaryanswerisnoonereallyknows.”ThissetthepatternforourcurrentdebateaboutGMOs:evenasscientistsargueintheNewYorkTimesandelsewherethatthetechnologyhasnotbeenshowntobebadtohumans,itishardtoescapethenotionthatthesekindsofcropsaretoonewtobeproperlyvetted.Monsteranalogiesgraftnicelyontosuchgrayzones. Bynotunderstanding,atleastatfirst,theemotionaldimensionsofthedebate,Monsantohasbeenunabletoshakeitsimage.ByitsownadmissionMonsantoviewsitspatentedGMseedssimilarlytothewaythesoftwareindustryviewsitsproprietarytechnology.LikesomebodybuyingacopyofPhotoshop,Monsantobindsitscustomerstoaterms-of-serviceagreementwhentheybuytheir“technology.”(Itincludesstipulationssuchastheinabilitytosaveandreplanttheseed.)Inthepast,ifthecompanyhaslearnedthosetermshavebeenviolated,theyhavesued,orthreatenedtosue,farmers.Monsantoevenhasahotlinethatpeoplecancalltoalertthemtopatentinfringements. Althoughthismakessensefromabusinessperspective,it’sproblematicfromapublicrelationsperspective.The“technology”they’resellingisseeds,whichhaverichculturalandevenspiritualassociationsthatPhotoshopdoesnot.Seedshavehistoricallybeenapartofthenaturalworldthatbelongstoeverybodyandnobody,likedirtortheocean.Thecustomersatliabilityriskaren’tcorporateITdepartments,butrather,farmers.(“TheDailyShow”pilloriedthisinabitlastyearentitled:“AasifMandvilearnsthatgreedyfarmershavethreatenedthelivelihoodofMonsanto’sheroicpatentattorneys.”) ThepitfallsofMonsanto’sapproacharemostglaringlyevidentinthecaseofPercySchmeiser,arosy-cheekedCanadianfarmerwhowassuccessfullysuedbyMonsantoin1998afterherefusedtopaythelicensingfeeforgrowingRound-upReadyCanola.SchmeiserclaimedthattheGMcanolaseedhadblownontohisfarmbymistake,andhewasn’tinfringingonMonsanto’spatentagreementbecausehedidnotintendtouseRound-UpontheCanola.Someofthecrucialfactsofthecaseremainhotlydisputed:howmuchofSchmeiser’sfarmwasplantedwiththeGMcanola,whetherheknewwhatexactlyhewasgrowingandwhetherhisclaimthathewasn’tgoingtouseRound-Upwastruthful. Butthesemurkyareasgetlostinthebroadbrushstrokesthatcolorpublicopinion.Schmeiserwasmadeintotheposterchildfortheinnocentfarmersuedbybig,badMonsanto.Forthepastseveralyears,he’sbeenaregularontheant-GMOlecturecircuitandasthesubjectofthedocumentary,“DavidVersusMonsanto”helpedpaintthecompanyinanunflatteringlight. MonsantodoesnotappearchastenedbythisPyrrhicvictory.Apageoncompany’swebsitedescribestheSchmeisercaseindefiantterms: “ThetruthisPercySchmeiserisnotahero.He’ssimplyapatentinfringerwhoknowshowtotellagoodstory.” Monsantoisclearlyacompanythatundervaluesthepowerofstorytelling. TheWorldNeedsVillains ThedebateaboutGMOs’safety,bothintermsofpotentialdangerstotheenvironmentandtohumanhealth,iscomplex.ProponentssaytherehavebeennostudiesprovingthatGMisharmful.Opponentssaytherehavenotbeenenoughstudiestoconvincinglyproveit’ssafe. “Thewholedebatehasgottensovery,verypolarized,”saysGlennStone,ananthropologistatWashingtonUniversityinSt.Louis,whohaswrittenextensivelyaboutGM.Thelessanalyticalandmoreemotionaltheconversationbecomes,saysStone,themoretheanti-GMOmovementneeds“badguys”to“appealtothosepartsofthebrainthatgetexcitedandrunonfuryandoutrage.”Monsantohasclearlybecomethatbadguyinwhathecallsthe“rhetoricaldeathstruggle”thatistheGMOdebate. WritingonGrist.org,journalistNathanaelJohnsonconcludesanimpressivelyexhaustiveseriesonGMOs,bysuggestingthatthefightisreallymoreexistential.Hewrites: “Beneathallthisisafundamentaldisagreementabouttechnology.Atoneendyouhavethe…position,whichsuggestsourinnovationsarehurtingmorethenhelpingus.Attheotherendarethetechnologicalutopianswhoseerestraintsoninnovationasintolerablyprolongingthesufferingthatwouldendinamoreperfectfuture.” Thediscussionisimportant,writesJohnson,butveryabstract.Weneedtohavesomethingconcretetoattachitto,soweattachittothedebateaboutGMOs.AndGMOsbeingabstract,still,weattachthedebatetoMonsanto. ZeynepArsel,anassociateprofessorofmarketingatConcordiaUniversityinMontreal,drawsparallelstoconsumerbacklashagainstStarbucksintheearly2000s. “Theyalsobecomethis”“Idon’twanttosayscapegoat,buticons[representing]broadersocialproblems.”InStarbucks’case,thecompanywasblamedformistreatmentoffarmers,badenvironmentalpracticesandneighborhoodgentrification,withvaryingdegreesoffairness.Similarly,saysArsel,Monsantobecomes“symbolicallylinkedtoalossofsmallfarmingpractices,politicalalignmentsandotherabstractconcerns.” Perhaps,also,it’snotsurprisingthatMonsanto’sshiftintoagriculturehasmadeitatargetforconsumerrage.Foodcompaniesareparticularlyvulnerabletopublicrelationsheadaches.Historically,companieslikeNestle,Coke,andMcDonaldshavebeenfrequenttargetsofconsumerprotests,boycottsandmediafloggings.(Remember“SuperSizeMe”?)AlthoughMonsantodoesn’tsellbreakfastcerealorhamburgers,itdoesselltherawmaterials,inasense.Andascomparedto,say,worryingaboutthehealthoftheoceanwhenBPspillsoilintoit,peopleworrymoreabouttheirownhealthandsafety.Theideathatourfoodmightbeadulteratedorcauseharmisaneasythingtogetworkedupabout. InaNewYorkTimespollconductedlastJuly,almostaquarterofrespondentssaidthattheybelievedthatGMOfoodswereunsafetoeatorweretoxic.Andnearly93percentsupportedaGMlabelinglaw.(Monsanto’spositionhasbeenthatthereisalackofscientificevidencebackingupthoseclaims,andthatmandatorylabelswouldinaccuratelyputfearintheheartofconsumers.Ithasspentmillionstodefeatvariousstate-levelbillsandballotproposals.) Monsantohasmademanyattempts,sincetheinitiallaunchofitsGMseeds,topaintitselfinabetterlightthroughadvertising.Inafewcampaigns,they’veusedlanguageabout“sustainability,”andinothers,they’vetakenthehumanizingapproachbyshowingpicturesofsmilingfarmersorMonsantoemployees.They’realsoattemptingtospreadthemessageofnew,non-GMOproduceinitiatives—arecentWiredarticlewastitled“MonsantoIsGoingOrganicintheQuestforthePerfectVeggie.” Noneoftheseseemtohavemadeanydifference,however,atleastinthepopulardebate.Eventually,probably,Monsantowillrelinquishitsvillainousplaceinpopculturetoanothercorporation.It’scertainlytrying:asPoliticoreportedthispastfall,theyhaveshakenuptheirinternalpublicrelationsofficeanduppedcontractswithoutsideimageconsultants.(ThestoryalsonotedthatMonsantoisstillrakinginmoney:itfinished2013witha25percentincreaseinsales,nettingthecompany$2.5billioninprofit.)AstheClimateCorporation’sFriedbergnotedinhisall-staffemail,techcompanieshavebeguntoassumethemantleoftheevilcorporations—manyseeGoogle’smotto(“Don’tbeevil”)asmoreironicbytheday. Forthetimebeing,therelentlessmarchofMonsantoFacebookmemes(“Notsureiftryingtofeedtheworldorpoisonit”)andanti-GMOsentimentonlyseemstobepushingMonsantofartherintotheevilcamp:StateshavebeenlegislatingaroundGMOlabelingandcompanieslikeChipotlearepromisingtodropGMOproducts.IfMonsantohasanyhopeofshiftingpublicopiniontowardsabrighterfuture,it’sgoingtohavetofindawaytodealwithitsimagetoday.NooneislininguptoliveinthehouseMonsantobuilt. ShareTweetPinEmail29KShares ShareTweetPinEmail29KShares SignupforyourModernFarmerWeeklyNewsletter Email* Δ Subscribe Notifyof newfollow-upcomments newrepliestomycomments Label {} [+] Name* Email* Website Label {} [+] Name* Email* Website ThissiteusesAkismettoreducespam.Learnhowyourcommentdataisprocessed. 44Comments MostVoted Newest Oldest InlineFeedbacks Viewallcomments ConcernedReader 3yearsago Ihavetosaysomething.Ican’tbelievethisarticle.YouseemtopointthattheonlythingMonsantolacksisspincontrol,andalltheirproblemsareonlyduetoPR.Thisishorriblyfalse.Thestudiesthatshowedsicknessandtumorgrowthinratswasdonewithafullyeartodetermineeffectsofnormaldoses.Monsanto’sstudieswereonlythreemonthsandtheystatedthattheysawnothingatallwrong.WhentheindependentstudieswerereleasedtheyshowedthatMonsantowasn’tjustfeatheringthedata,theywereprovidingentirelyfalsifiedinformation.Evenatthethreemonth… Readmore» 107 Reply ViewReplies(3) BartSchairer 3yearsago Mymainconcernisn’tsomuchthesafetyofGMOsthemselves(althoughthatisaconcern)butthefactthatGMOcropsaresaturatedwithherbicides(thatMonsantomakes)ofwhichresiduesremainontheharvestedcrops.Glyphosateresidueshavebeenfoundinalmosteverycommercialfood,evenmilk,sincecowsarebeingfedGMOgrains.GlyphosateisNOTsafeforhumanconsumption,andthatismymainconcern.Monsantohasspentmillionsonlawyersdefendingagainstthelawsuitsofthosewhohavebeenharmedbyglyphosate,andTHATiswhatbrandsthemasanevilcorporation. 54 Reply ViewReplies(5) Sadie-Kay 3yearsago BayerboughtoutevilMonsatanandthenewcompanynameisBayer-Monsanto.Nowtheyhaveapillforeveryill—aftertheypoisonyou.:/ 40 Reply CatherineWarriner 3yearsago it’salwaysaboutthealmightybuck!CompanieslikeMonsantowilllie,cheat,andstealtheirwayintoourpockets,allthewhileknowingfirsthandthatthey’repoisoningusintheprocess.Howdaretheyoranyoneelsegamblewiththehealthandsafetyofinnocentpeople.RotinhellMonsanto! 33 Reply ViewReplies(1) Pennyfox 3yearsago HowdoyouexplainthistoyourchildrenandgrandchildrenMonsanto! Howdoyousleepatnight? 20 Reply MoreInfo 3yearsago Mosthigh-levelFDAemployeeshaveabackgroundineithermedicineorlaw,butoneofthelargestprivate-sectorsourcesistheMonsantoCompany.Overthepastdecades,atleastsevenhigh-rankingemployeesintheFDAhaveanemploymenthistorywiththeMonsantoCompany.AttheforefrontofthiscontroversyisMichaelR.Taylor,currentlythedeputycommissioneroftheOfficeofFoods.HewasalsothedeputycommissionerforPolicywithintheFDAinthemid’90s.However,betweenthatpositionandhiscurrentFDAposition,Mr.TaylorwasemployedbyMonsantoasVicePresidentofPublicPolicy.Duringhis… Readmore» 19 Reply PATCAPPELLI 3yearsago Theypoisonedourworld,killeddirectlyorindirectlymillionsofpeopleandspeciesofinsects,fish,mammals.Triedtolimitouruseofseeds.GottobekiddingabouthowtheytriedtosavethemselvesTheyarestillthereandstillkillingmillions. 17 Reply ViewReplies(2) Elaine 3yearsago Becauseofthesympathy,inthearticlebyAnderson,concerningMonsanto,Iamnolongerinterestedin,whatshouldbecalled,NaiveModernFarmer. Toobad,forawhilethereIthoughtIfoundagemofinformation! 16 Reply ViewReplies(1) Monsanto’sWillingExecutioners| 2yearsago […]APewResearchCenter survey foundthat57percentofAmericansthink“GMfoodsaregenerallyunsafetoeat.”Anda survey byConsumerReportsfound“morethan70percentofAmericanssaytheydon’twantgeneticallymodifiedorganismsintheirfood.”ButMonsantokeeps pushing GMfoodthroughtheapprovalprocessinspiteofwidespreadpublic revulsion and vitriol.[…] 9 Reply ViewReplies(1) JudyO 2yearsago IthinkitsmorethatMonsantogoesafterindividualfarmersforgrowingtheirproductseveniftheydon’tknowthey’redoingit.IhavenoproblemwithGMOs,goldenriceisawesomeandsavedmillionsofpeoplefromblindnessandotherhealthproblemscausedbyvitaminAdeficiency.ButthatcaseoftheonefarmerbeingsuedthatwasmentionedinthearticlewasNOTanisolatedcase.InfactMonsantohiredteamsandteamsofprivateinvestigatorstofindandeventhreatenfarmerswhowereaccidentallygrowingcropswiththeGENEthatMonsantohadPATENTED(itdidn’tevenneed… Readmore» 7 Reply LoadMoreComments Popular ExpensiveCatfishRegulationFailstoReelInResultsAlisonWellfordScienceSaysYouCanSwapYourFertilizerForBlack-EyedPeasLindsayCampbell7SmokablePlantsYouCanGrowThatAren’tMarijuanaBrianBarthHowto(Actually)GetRidofFruitFliesEmilyBaronCadloff6DifferencesBetweenLlamasandAlpacasAndrewAmelinckx ExploreModernFarmer Animals Environment Food&Drink How-To Immigration Lifestyle Plants Politics Technology MeettheModernFarmer MillionGardensMovement PhotobySAINT@warwicksaint “Themostdeliciousfruitorvegetableistheoneyouplantyourself,orwithyourfamily.” CheckoutthenewMillionGardensMovementwebsiteandgetgardening! 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