NON-GMO RETAILER TRAINING AND EDUCATION July 2013

Terminology: Definitions  WHAT IS A GMO? Genetically modified organisms (GMOs) are plants or animals created through the process of genetic engineering. This experimental technology forces DNA from one species into a different species. The resulting GMOs are unstable combinations of plant, animal, bacterial and viral genes that cannot occur in nature or in traditional breeding.

GMO PRODUCTION IN THE U.S. 88% 94% Corn: Soy: Cotton: Sugar Beet: Canola: 90% 95%  Other GM crops that are grown commercially include alfalfa, Hawaiian Papaya, zucchini, and summer squash  Sweet corn is on the market 90% 2011 Production Figures

The Grocery Manufacturers Association estimates that GMOs are now present in more than 75% of conventional processed food.

GMO Traits  75%-80% of GMO crops grown are engineered for herbicide tolerance (e.g. “Roundup Ready” crops).  The majority of the remaining GMO crops are engineered to produce Bt in their DNA.*  None of the genetically engineered traits in commercial production offer increased yields, drought tolerance or nutritional superiority.**

CONCERNS ABOUT GMOs Health impacts*: Reproductive issues, allergenic potential, immune system disturbances, organ disruption Environmental impacts**: Soil and water toxicity, superweeds/superbugs, loss of genetic diversity Societal impacts***: Lack of informed choice, seed contamination, food sovereignty

PEOPLE WANT TO KNOW  Nearly all Democrats (93% favor, 2% oppose), Independents (90% favor, 5% oppose) and Republicans (89% favor, 5% oppose) in favor of labeling. Mellman Group  96% believe genetically modified foods should be labeled (6/11, MSNBC)  93% of the American public wants the federal government to require mandatory labeling of genetically engineered foods (6/11, ABC News)  93% believe GE foods should be labeled (10/10,Thomson Reuters PULSE™ Healthcare Survey  94% believe genetically modified food should be labeled (9/10, Washington Post)

Mandatory vs. Voluntary Labeling  AFFIDAVITS  No rejection/ “Action” Threshold  Claim: “May contain genetically engineered ingredients”  TESTING  “Action” Threshold of 0.9%  Claim: “Non-GMO Project Verified”

The Non-GMO Project North America’s only:  Consensus-based Standard for GMO avoidance  Third-Party Product Verification Program  Non-GMO Project Verified Seal offers transparency and consistency Voluntary market-based strategy for preserving and building our Non-GMO food supply

Services: SPINSscan Natural, SPINSscan Specialty/Gourmet, SPINSscan Conventional Markets Channels-2mm+ Grocery, $1mm+ Drug, Mass Merchandisers +Wal-mart, Sam’s and others Excludes Whole Foods, Trader Joes Dollar growth of Non-GMO Project Verified, Organic and Natural Products at Retail NON-GMO AT RETAIL

NON-GMO MONTH  Month-long outreach campaign  A platform for raising awareness on the non- GMO issue

Non-GMO Month Lift Grocery $ increases by retailer type begin immediately and are sizeable throughout October, peaking near month end and continuing at lesser levels (halo impact) through mid-November.

RETAIL STORES & GMOs Whole Foods commits to GMO transparency by 2018 Other markets also announce their commitment: Lifesource, The Big Carrot, Dean’s, New Leaf Several stores begin to experiment with labeling products that may contain GMO ingredients

Communicating the Non-GMO Message  Objective:  Communicate about GMOs with clarity, consistency, and effectiveness  Tone:  Start with the basics, appeal to common sense, and keep it positive

Non-GMO Talking Points  The Right to Know  “We have a right to know what’s in our food.”  Ethics of Experimentation  “It’s unethical to be putting an experimental technology into the food we feed our families.”  The Global Picture  “Nearly 50 countries require labels of GMOs, and many of these also have restrictions or bans against GMO food production or sale.”

Chris Keefe & Arielle Stein Contact us with Questions