Friday, February 26, 2010

Corporate Baking Giant Sara Lee Hijacks Organics

"Cornucopia, Wisconsin: With the growing success of organics, and increasing consumer interest in buying foods that were grown on sustainable farms without toxic chemicals, Sara Lee Corporation has launched, with much fanfare, a marketing campaign for its EarthGrains bread, chock-full of environmental-friendly catchphrases.

Sara Lee claims that “Eco-Grain™,” an ingredient actually used in small proportions in its EarthGrains brand breads, is more sustainable than organic grain. What has been described as a “crass and exploitive marketing ploy” has angered many in the organic community.

“Corporations like Sara Lee clearly want to profit from consumers’ interest in ecological and healthy food production. But unlike organic companies, Sara Lee is doing practically nothing to ensure its ingredients are truly ecologically produced,” said Charlotte Vallaeys, a Food and Farm Policy Analyst at The Cornucopia Institute, a Wisconsin-based organic industry watchdog. “It’s a crass example of a corporation trying to capitalize on the valuable market cachet of organic, while intentionally misleading consumers–without making any meaningful commitment to protect the environment or produce safer and more nutritious food.”"

Read the article