Chipotle's Non-GMO Policy Changes Everything

Phil Lempert

Yesterday’s announcement by Chipotle that it start serving food only made with non-GMO ingredients was not a surprise. After all they have built their brand based on a consistent messaging plan that set them apart from their competition by positioning themselves as doing what is best for the land, farmers, animals, and of course their customers.

Chipotle’s The Scarecrow  video has 14+ million views, was picked up by countless media including NPR, ChristianScience Monitor and Slate and been called by marketing reporter Ann Hadley as “the most poignant moment in marketing” and even won an award at Cannes….but according to The New Yorker, Mother Jones and BuzzFeed who recently published the “9 Disappointing Facts About Chipotle” the statements made in the video short are not 100% true.

The restaurant’s announcement fast tracks the anti-GMO and GMO Labeling debates as it brings the issue to the “masses” rather than just having it argued by foodies, intellectuals, pundits and NGOs. Television talk shows have featured the debate with man-on-the-street (or farmers market, to be more precise) interviews as well as one on one “expert” interviews – all underscoring the passion to be fearful of GMOs and reinforcing the lack of basic knowledge about GMOs (or even what the acronym stands for!).

My fear is that this move by Chipotle adds to the confusion and misunderstanding; and does little to help consumers understand the issue and the science.

Marion Nestle, PhD and professor of nutrition, food studies and public health at New York University posted a brief comment on her blog. “No, this is not a safety issue. GMO corn ingredients were not making Chipotle customers sick. Yes, this is a matter of trust. Chipotle customers are offended that GMO foods are not labeled and that they have no choice about whether to eat them”. For the complete post visit Food Politics.

February 27th will go down in history as an important date in GMO history. In addition to Chipotle’s announcement, a federal court dismissed a motion filed by food industry trade groups to prevent the state of Vermont from implementingAct 120 which mandates GMO labeling on all foods beginning in July 2016. According to a report in National Geographic, food industry groups have spent more than $100 million to fund anti-labeling campaigns, no doubt an amount that will rise even higher as they ponder options from this ruling.

A sign supporting Proposition 37 which calls for the mandatory labeling of genetically engineered foods is seen in front of a home in Glendale, California October, 19, 2012. California could become the first US state to enforce labeling of genetically modified foodstuffs also know as GMO’s, in a vote next month pitting agro-chemical manufacturing giants against die-hard opponents of so-called ‘frankenfoods.’ The state will vote on November 6 – the same day as the White House election – on the ballot initiative, which backers claim will let consumers know exactly what they are eating, but critics say will pander to unjustified fears about genetic engineering. AFP PHOTO / ROBYN BECK (Photo credit should read ROBYN 

BECK/AFP/Getty Images)

One of the key objections from the industry is that labeling GMO foods will incur significant costs. Chipotle has gone out of its way to say that there will be no price increases as a result of this change.

Some readers of this column may remember Sy Syms, of New York clothing store fame, who coined the slogan “an educated consumer is our best customer” – a lesson we should take heed from as we move into a new era of food: transparency, sustainability, health with science to support the findings for each.

The NPD Group just this morning released their survey that found “over half of U.S. consumers express some level of concern about genetically-modified organisms (GMOs), but when asked to describe GMOs, many consumers are unclear”. Jimmy Kimmel was right!

Chipotle’s move will no doubt attract new customers to the chain’s restaurants and most likely bring in an entirely new customer base, not for the food, but because they align with the chain’s ethical positions. Some will like the food and come back for more.