Monsanto to boost image of biotech
16 September 1997
Monsanto to boost image of biotech
US life sciences group Monsanto – the company responsible for creating the genetically-engineered soya-bean – is targeting Europe for a publicity campaign to improve the controversial image of biotechnology.
The company aims to lift its image, and that of biotech, by running advertising campaigns in the UK, France and Germany. In the UK, Monsanto is embarking on a four-month project with Bartle Bogle Hegarty, the advertising agency, to find out how consumers perceive biotech.
Monsanto will work with other biotech companies, including Swiss group Novartis, which developed genetically-modified maize, and Agrevo of Germany, as well as food manufacturers, to improve the profile of genetic engineering across Europe.
Monsanto said yesterday it should have begun to address consumer concerns two years ago before the soya-beans arrived on the European market. But environmental group Greenpeace dismissed Monsantos moves, saying the company would be better off looking at changing its behaviour than trying to force-feed genetically-modified soya to people who dont want it.
Financial Times, page 10, 16/09/97.