1. September 1 9 9 9 B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a THE ALLIANCE FOR Better Foods Survey Results

2. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 2 Methodology National telephone survey. Random sample of 795 adults, plus an additional 200 “opinion elites” (college educated, attentive adults). Margin of error is +/-3.5 for adults (N=795) and +/-4.9 for “opinion elites” (N=406). Interviews conducted September 14-19, 1999. All results in this presentation are among all adults unless otherwise specified.

3. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 3 Objectives To measure awareness, attitudes, and support for food biotechnology and genetic modification. To identify effective positive messages about the benefits of GM food. To measure support and attitudes toward labeling GM foods. To identify effective messages about labeling options. To identify credible messengers.

4. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 4 Key Findings: Attitudes toward GM foods Majorities are aware of genetically modified foods, but knowledge is low and the issue is low on the radar screen. Consumers now split evenly in their attitudes (positive vs. negative, support vs. oppose). Attitudes are easily influenced. Positive messages have a significant positive impact; negative messages have a negative impact. Key positive messages about the benefits of GM foods are fewer pesticides, greater productivity (hunger and land-use), and better nutrition.

5. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 5 Opinion elites are more aware of GM foods and more likely to support the use of genetic modification in food production. Older and college educated men are the most supportive and positive toward GM foods. Women (particularly women under 50 and women without a college education) are most negative toward GM foods, most concerned about food safety, and do most of the grocery shopping. They are also among the most likely to be influenced by positive messages, changing their mind during the survey. African Americans are noticeably negative toward GM foods, and less likely to change their minds when given positive information. Key Findings: Targeting & Demographics

6. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 6 Given a choice, consumers support labeling almost unanimously, and a majority support it strongly. Messages attempting to convince consumers that labeling is unnecessary or unimportant or that it should be voluntary fail. Consumers’ top priorities are full information and the ability to choose. Solid majorities agree with messages on labeling that communicate these priorities. Key Findings: Labeling

7. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 7 Awareness

8. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 8 Awareness Most Americans have heard something about genetic modification and biotechnology — relatively few have heard a lot. Awareness is rising; the proportion who have heard or read something has increased since February. Americans are equally likely to have heard about “genetically modified foods” as “biotechnology.” Those most likely to be aware of genetic modification and biotechnology are opinion elites, college-educated men, men over 50, and college-educated women.

9. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 9 Awareness Genetic modification and biotechnology are low on the radar screen compared to food safety issues and nutrition issues. Fewer than one in five are aware that most food in grocery stores already includes genetically modified ingredients; one in three thinks about half the food in grocery stores includes GMOs; and a plurality (40 percent) thinks it is less than half. People who have heard or read more about GM foods are more likely to think a lot of food already contains GM ingredients.

10. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 10 How much have you heard or read about genetically modified foods? Total who have heard something: General public - 76% Opinion elites - 91%

11. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 11 Have read or heard a lot or some Have read or heard little or nothing Source: February 1999 data from Wirthlin Worldwide for IFIC. How much have you heard or read about genetically modified foods?

12. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 12 Have read or heard at least some Have read or heard little or nothing How much have you heard or read about biotechnology? About genetically modified foods?

13. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 13 How much have you heard or read about genetically modified foods? Most likely to have heard or read about genetically modified foods: èOpinion elites (66% have heard a lot or some) èCollege-educated men (68%) èMen over 50 (51%) èCollege-educated women (50%)

14. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 14 How much have you read or heard about…? 95% 91% 90% 72% Food safety problems such as listeria and e-coli Lot Some Not much The impact of junk food on diet and health Obesity in children Irradiation of food Biotechnology Genetically modified foods 77% 75%

15. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 15 To the best of your knowledge, how much of the food in a typical American grocery store includes genetically modified ingredients? 20% 29% 9%6% Very littleLess than halfAbout halfMostAlmost all Less than half - 40% More than half - 15% (17% don’t know)

16. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 16 Half or more of the food in grocery stores includes GM ingredients Uncertain, or less than half To the best of your knowledge, how much of the food in a typical American grocery store includes genetically modified ingredients?

17. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 17 Attitudes, Support, and Buying Decisions

18. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 18 Attitudes On the whole, more consumers feel “negative and fearful” about genetically modified foods than “positive and hopeful.” Those who have heard more about GM foods are slightly more positive, but no less negative (the difference is in the proportion who don’t know how they feel). There is a connection between fear and concerns about food safety: those most concerned about food safety (disproportionately women, older, African-American) are also most negative toward GM foods. There is NO connection between environmentalism and feelings about GM foods. People who have contributed to environmental organizations are no more likely than others to be negative about GM foods. They are, however, more likely to be aware of GM foods.

19. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 19 Attitudes Currently, positive feelings are rooted in support for scientific progress and improvement in food quality and productivity. Negative feelings are rooted in fear of the unknown, fear of negative consequences for human health, and resistance to tampering with nature. Two-thirds say they are “concerned” about biotechnology issues, but far fewer are concerned about biotechnology than about “big” public issues such as taxes and education.

20. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 20 On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL? 38% 49% Positive Negative Most likely to feel negative: è$20k to $40k income (58%) èHigh school or less (58%) èWomen under 50 (55%) èWomen non-college (56%) èAfrican-Americans (57%) Most likely to feel positive: èCollege-educated men (55%) èAffluent (53%) èOpinion elites (49%) èMen over 50 (47%)

21. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 21 On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL? 38% 49% Positive Negative 44% 35% 48% 49% All consumers Heard a lot or some about GM foods Heard a little or nothing about GM foods (13% don’t know) (8% don’t know) (16% don’t know)

22. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 22 People who have contributed to environmental organizations Heard & Read Positive or Negative

23. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 23 What is the main reason you feel positive and hopeful? Optimistic about new technology scientific advancement A way to make things better/ benefit people More food/greater yields/world hunger Healthier/more nutritious/safer food Improve food quality (general) Percent of those who are positive toward GM foods

24. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 24 What is the main reason you feel negative and fearful? Fear of the unknown/lack of information and knowledge May be harmful to health/cause cancer/allergies/diseases It’s not natural/pure food We should not tamper with nature/ it’s not right to do this Not enough research has been done Percent of those who are negative toward GM foods

25. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 25 How concerned are you about…? 95% 91% 77% 65% 54% Education issues Tax issues Obesity in children issues Biotechnology issues Junk food issues Extremely Somewhat

26. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 26 Support Although 42% of opinion elites feel “negative and fearful” about genetically modified foods, they are more likely than consumers generally to support the use of genetic modification. Most likely to both support GM foods and feel positive: men, college educated, affluent, opinion elites. Most likely to both oppose GM foods and feel negative: women, no college, under 50, African-Americans.

27. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 27 On the whole, would you say you support or oppose the use of genetic modification in agriculture and food production? General Public Opinion Elites Oppose Support Net -9 Net +6

28. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 28 Feelings vs. Support General Public Opinion Elites Negative and oppose Positive and support 33% mixed or unsure 22% mixed or unsure

29. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 29 Feelings vs. Support (among opinion elites) Positive but do not support 7% Positive & support 41% Negative but do not oppose 5% Don’t know 10% Negative & oppose 37%

30. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 30 Feelings vs. Support (among all consumers) Positive but do not support 9% Positive & support 29% Negative but do not oppose 11% Don’t know 13% Negative & oppose 38%

31. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 31 Most likely to be positive and support GM foods: èMen (37%) èCollege educated (39%) èAffluent (45%) èOpinion elites (41%) Most likely to be negative and oppose GM foods: èWomen (42%) èNo college (41%) èUnder 50 (41%) èAfrican American (47%) Feelings vs. Support (among all consumers)

32. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 32 Buying Decisions Consumers split evenly between an inclination to avoid buying GM foods and indifference. In addition to those who are more positive toward GM foods (men, affluent, opinion elites), young consumers (under 35) are more likely than others to be indifferent in their buying decisions. When specific benefits of GM foods are mentioned, majorities prefer them. –8 in 10 prefer GM foods if they have fewer pesticides. –2 in 3 prefer GM foods if they are more nutritious or taste better. Cost savings are the least important benefit of GM foods; half would still avoid GM foods if they were 30 percent less expensive.

33. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 33 How do you feel about buying genetically modified foods? 45%42% Prefer to avoid them No difference Prefer to buy them Don’t know 5% 8% èMen (46%) èUnder 35 (50%) èAffluent (46%) èOpinion elites (46%) èWomen over 50 (55%) èAfrican-Americans (51%) èBuys organic (56%) èConcerned about food safety (55%)

34. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 34 Now, imagine two different boxes of cereal. One includes genetically modified ingredients. One does not. Which do you prefer if the genetically modified food… 66% 61% 47% 79% 14% 29% 32% 44% Prefer GM foodPrefer non-GM Has fewer pesticides? Is more nutritious? Tastes better? Is 30% less expensive?

35. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 35 Messages

36. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 36 Positive Messages Positive messages can have a significant impact on attitudes. After hearing positive messages, the number of consumers with positive attitudes nearly doubles. Four themes have the greatest impact among all audiences: –Genetically modified foods require fewer pesticides. –Biotechnology improves agricultural productivity -- offering a solution to world hunger and improving land conservation. –Genetically modification offers improved nutrition. –The FDA, EPA and USDA stand behind the safety of biotechnology.

37. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 37 How do you feel about the use of genetic modification to…? Develop food crops that require fewer pesticides and herbicides Make foods more nutritious Make it possible to grow crops using less land and water Increase agricultural productivity Make it possible to pick and ship foods when they are ripe instead of green Improve the flavor of foods Percent who say each is “very acceptable”

38. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 38 Does each statement make you feel MUCH more positive about genetic modification, SOMEWHAT more positive, or doesn’t make a difference to you? 85% 81% 80% 78% 76% Genetic modification offers new ways of protecting the environment. Crops can be modified to need fewer pesticides and herbicides... Biotechnology is one of our best answers to world hunger... Biotechnology and genetic modification can help conserve land and water by making it possible to grow more food on less land with less water. With genetic modification, we can improve the foods we eat -- making them taste better and increasing their nutritional value. The FDA, the EPA, and the USDA have all endorsed the use of genetic modification and stand firmly behind their safety. Much more Somewhat more

39. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 39 74% 76% 75% 72% 64% Does each statement make you feel MUCH more positive about genetic modification, SOMEWHAT more positive, or doesn’t make a difference to you? Much more Somewhat more Biotechnology and genetic modification can help keep down the price of foods by increasing agricultural productivity. Biotechnology has been important in medical advances. Food biotechnology, just like medical biotechnology, can offer a host of benefits. Consumer Reports magazine reported in August that foods produced through biotechnology and genetic modification are safe. Genetic modification is based on age-old principles of selective breeding. Farmers have used these practices for centuries... Genetically modified foods are nothing new. Foods grown using biotechnology have been in grocery stores for years….

40. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 40 Before hearing any information After hearing positive messages 38%49% 22%70% PositiveNegative On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL?

41. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 41 Impact of Positive Messages Negative before and after - 19% Positive before and after - 36% Negative before, positive after - 34% Other 11% èWomen èNon-college èUnder 50 years old

42. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 42 Negative Messages Negative messages also have an impact, moving attitudes back towards a more even split between negative and positive. A plurality, however, remain positive. The most effective attacks are the threat of animal/plant transfers, unanticipated allergic reactions, and tipping the balance of nature.

43. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 43 80% 83% 81% 77% 71% Does each statement make you feel MUCH more negative about genetic modification, SOMEWHAT more negative, or doesn’t make a difference to you? Much moreSomewhat more Today’s genetically modified crops are just the tip of a dangerous iceberg. Soon, scientists may be transferring genes between animals and plants... Genetically modified foods can cause unexpected allergic reactions... Genetic modification poses a real threat to our environment and the balance of nature. Already… (monarch butterflies). Genetic modification of food is so new, we haven’t had time to adequately study its effects... Public interest groups such as Greenpeace and the Union of Concerned Scientists oppose genetically modified food products….

44. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 44 Impact of Messages Attitudes are extremely fluid, with both positive and negative messages having an impact – positive messages substantially increase positive attitudes and reduce negative attitudes, negative messages do the opposite. Overall, positive messages have a greater impact than negative messages. By the end of the survey, more are positive than negative, despite having heard negative messages last. People who have heard the most about GM foods are most likely to start positive and stay positive. People who have heard the least are most likely to change their minds during the survey.

45. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 45 Before hearing any information After hearing positive messages 38% 49% 22% 70% PositiveNegative After hearing negative messages 45% 44% On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL?

46. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 46 Positive throughout survey Initial Awareness of GM Foods and Attitudes During Survey Negative throughout survey Change mind during survey Heard a lot Heard some Heard a little Heard none

47. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 47 Positive throughout survey Men - especially college- educated and older Negative throughout survey Women - especially younger and without college; African- Americans Positive messages make positive Women - especially younger and without college; non-college men Everybody who changes their mind at some point Women - especially younger and without college; non-college men On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL?

48. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 48 Key Target: Women Women are more likely than men to have negative feelings about GM foods; Women are more likely to respond to messages, both positive and negative; Women are more concerned about food safety; Women are more likely to do their household’s grocery shopping; Women pay more attention to labels.

49. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 49 On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL? Percent positive:

50. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 50 Percent who say they are seriously concerned about food safety “very often.” How often are you seriously concerned about the safety of the food you buy?

51. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 51 How much of the grocery shopping do you personally do for your household? Percent who say they do all the shopping for their households.

52. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 52 Labeling

53. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 53 Labeling Given the option, nearly all support labeling GM foods, and a majority strongly support it. Most prefer GM labels to “GM free” labels. Only half support the current FDA policy of requiring labels only when the content or composition of a food has changed. Majorities reject arguments that labeling should be voluntary or that is not necessary if the foods are safe. Consumers’ top priorities are adequate information and the ability to choose. Labeling GM ingredients is a lower priority than other kinds of labeling.

54. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 54 How important is each label to you personally in choosing what to buy? 90% 79% 71% 72% Whether or not the food has been inspected for safety Most imp’t Nutritional information The type and amount of fat in the food A list of ingredients 59% 48% Very imp’t 39% The names of any additives or preservatives used Whether or not the food was genetically modified Whether or not the food is organic

55. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 55 Should food manufacturers be required by law to label ALL genetically modified foods, or should this not be a legal requirement? Favor Oppose 92% 6% 95% feel strongly 5% do not feel strongly

56. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 56 Which is more important to you -- labels that indicate which foods DO include genetically modified ingredients, or labels that indicate which foods are FREE of genetically modified ingredients?

57. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 57 How much confidence do you have in the job that the government is doing, including the Food and Drug Administration and the Department of Agriculture, to ensure that foods are safe? The most confidence: èOpinion elites èCollege graduates

58. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 58 The U.S. Food and Drug Administration, or FDA, requires special labeling when a food is produced under certain conditions... General Public Opinion Elites Oppose Support Net +2 Net +12 … when biotechnology’s use introduces an allergen or when it substantially changes the food’s nutritional content, like vitamins or fat, or its composition. Otherwise, special labeling is not required. Would you say that you support or oppose this policy of the FDA?

59. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 59 The U.S. Food and Drug Administration, or FDA, requires special labeling when a food is produced under certain conditions... … when biotechnology’s use introduces an allergen or when it substantially changes the food’s nutritional content, like vitamins or fat, or its composition. Otherwise, special labeling is not required. Would you say that you support or oppose this policy of the FDA? Most likely to support current FDA policy: èCollege-educated men (56%) èMen under 50 (55%) èPositive throughout (68%) Most likely to oppose current FDA policy: èWomen over 50 (56%) èCollege-educated women (53%) è65 and over (59%) èNegative throughout (71%)

60. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 60 Please tell me if you agree or disagree...... It would be better for food manufacturers to provide more detailed information through toll-free phone numbers and web sites. Instead of labeling all foods, we should put labels on foods that are NOT genetically modified, so that people who want to choose these foods can. Identifying genetically modified foods with labels is not that important if the modified foods are not significantly different in either content or nutrition from other foods. Identifying genetically modified foods with labels is not that important if the FDA, EPA and USDA all agree that the foods are safe. Food manufacturers should be allowed to label genetically modified foods if they choose, but it does not need to be mandated by law. Disagree Agree

61. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 61 Messengers

62. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 62 Messengers Medical groups have the greatest credibility on biotechnology issues. Farmers, regulatory agencies, nutritionists, and independent researchers rank next. Environmentalists, consumer advocates, retailers, and food manufacturers have the least credibility.

63. B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 63 87% 86% 85% 83% 82% 84% 83% How much trust would you have in statements about food biotechnology and genetic modification made by…? A lot Some American Medical Association American Pediatric Association Farmers and farm groups Food and Drug Administration Department of Agriculture Environmental Protection Agency American Dietetic Association Independent researchers and scientists Environmental groups like Sierra Club Consumer advocates such as Nader Greenpeace Grocers and grocery stores Food manufacturing companies 67% 65% 62% 61% 53%