Monsanto does not expect to receive regulatory backing for its produce in Europe before 2005. The company is scaling down its hopes for GM foods in Europe, showing the power of green consumerism. Through consumer boycotts and government lobbying, the green grassroots movement has seriously hindered powerful multinational business interests. However, it is important not to confuse a highly visible minority with guaranteed sales: most people are not ready to absorb the higher costs of an all-organic diet.
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The rising tide of green consumerism seems to have slowed Monsanto’s entry into Europe. The genetically modified food company has announced that it does not expect regulatory approval in Europe until at least 2005. This is the first time a major biotech manufacturer has acknowledged the powerful opposition it faces.
GM foods polarised consumer opinion when they were first released, with many consumers finding them ‘unnatural’ and untrustworthy. These doubts have been the basis for consumer-led action against GM food production – sometimes direct action such as uprooting experimental plantings, more usually through consumer boycotts and lobbying the government.
Manufacturers and retailers began labelling foods as “non genetically modified”, and some restaurants were quick to reassure customers that their raw ingredients were entirely natural. The organic food industry received a major boost from opposition to GM products.
Monsanto’s acknowledgment of the difficulties in getting regulatory approval demonstrates the political success of the anti-GM movement, and the power of well-organised consumer groups. The green grassroots movement was in direct opposition to a powerful and successful industry which, in the course of things, would also lobby governments to introduce speedy and favourable legislation. At the moment, the grassroots movement is having most success.
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By GlobalDataThis is indicative of the number and enthusiasm of green consumers. There are now 142 million organic consumers in Europe, 14% of whom are “loyal” – eating organic foods almost exclusively. Loyal users tend to be better educated, have higher incomes and are middle-aged. An average of 37% consumers expressed a willingness to pay more for ethical products in a Europe-wide survey in September 2000.
However, consumer attitude does not necessarily equate with buying behavior. For example, Iceland’s sudden introduction of an ‘organic only’ policy backfired: consumers were not ready to make such a drastic change to their shopping bills.
To purchase related research: Datamonitor, “Organic, Natural, Ethical and Vegetarian Consumers”, click here.
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