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A recently published study titled "Seed of Doubt," assessing genetically modified crops in North America, almost certainly said more about the publisher, the British Soils Association, than the subject of study. (470 words)

The association licenses and promotes organic food production. The study amounts to little more than expressions of opinion by those opposed to the growing of genetically modified crops. Where supposedly factual statements were made many were clearly inaccurate or the restatement of repudiated evidence.

The reality is the study was nothing more than a thinly veiled promotion for organic food and in this context it was a success. The coverage given to it by the press and media tended to be uninquiring and was undoubtedly more readily accepted at face value by most people than any paid advertizing would have been.

Genetically modified crops are a particularly critical issue for the organic food movement. In July 2000 UK Advertizing Standards Authority upheld four out of five complaints regarding a Soil Association promotional leaflet. The disallowed claims were that consumers could "taste the difference," organic food was healthier, better for the environment and resulted in healthier, happier animals.

The claim that organic food was non-GM was allowed to stand. This was, of course, a substantial fig leaf for the association to work behind as the press and media at that time were heavily into Frankenstein food stories, even if no substantiated case had, or has subsequently, been made against genetically modified crops. And the organic movement together with the retail sector were anything but shy about using it.

But as environmental interest and press and media coverage has moved on to other issues, the fig leaf is looking progressively less adequate. Of greater concern to the organic movement, however, must be the emerging awareness that genetically modified crops may well hold a number of truly organic environmental benefits.

The implication of this is that to sustain its organic and environmental credentials the Soils Association may be faced with the need to do an about face, if and when these benefits become generally accepted by the public. This is likely to occur if, when and very soon after restrictions on the commercial production of genetically crops are removed. The association will have to be quite as fast on its feet as Coca Cola was when it started marketing Classic Coca Cola following a switch from its traditional formulation proved to be unpopular with its customers.

It is evident from the tenor of the report and the resources devoted to it that the association is either playing for time on the issue, or banking on genetically modified crops never getting the nod. It would not be reasonable, of course, to expect them to be publically open minded on an issue that is critical to their promotional activity.

September 20, 2002