USA: Major agribusinesses competing with organics on the cheap

A revelatory report released by The Cornucopia Institute has stirred controversy in the natural foods marketing arena by highlighting abusive marketing practices by some of the nation's largest breakfast cereal manufacturers. In some cases, companies such as Kellogg's, Quaker Oats (PepsiCo), Barbara’s Bakery and Whole Foods Market are selling products contaminated with toxic agrichemicals and Monsanto's genetically engineered organisms while promoting them as "natural."

The new report "Cereal Crimes: How “Natural” Claims Deceive Consumers and Undermine the Organic Label - A Look Down the Cereal and Granola Aisle" explores this growing trend of marketing conventional foods as “natural” to lure health-conscious and eco-conscious consumers and their shopping money. Cereal Crimes details how prominent agribusinesses are increasingly using various strategies to create the illusion of equivalence between the “natural” and organic labels to mislead consumers. “Some companies that started out organic, and built brand loyalty as organic brands, have switched to non-organic ingredients and “natural” labeling,” said Charlotte Vallaeys, Director of Farm and Food Policy at Cornucopia.

Pesticides that are strictly prohibited in organics are commonly used to produce ingredients for “natural” products. For example, organophosphate pesticides are designed to be toxic to the neurological systems of target organisms. They are deadly to insects but also have been proven damaging to humans—with fetuses and children especially at risk. Several recent studies have linked organophosphate pesticide exposure to a wide range of developmental disorders in children, including behavioral problems, poorer short-term memory and motor skills, and Attention Deficit Hyperactivity Disorder (ADHD). USDA testing has found residues of organophosphate pesticides like chlorpyrifos and malathion on corn, soy, wheat flour, and oats, which are all common ingredients in breakfast cereals. In the case of wheat flour, residues were found in more than 60 % of samples.

Given increasing consumer interest in avoiding genetically engineered (GE) ingredients, The Cornucopia Institute contracted with an independent, accredited laboratory to test many “natural” breakfast cereals for potential genetic contamination. "Natural" cereals from brands including Kashi (Kellogg's), Mother’s (PepsiCo), Nutritious Living, Barbara’s Bakery (Weetabix), and 365 (Whole Foods Market) contained high levels of genetically engineered ingredients (between 25 %, and 100 %), even though a number of these companies are represented as "non-GMO" to the public.

To help health-conscious consumers make informed grocery purchases, Cereal Crimes is accompanied by a scorecard rating various breakfast cereal and granola brands for the true support of healthy and environmentally sustainable practices. The scorecard can be viewed on Cornucopia's website, as well as the report. A YouTube Video is also available.