deception at general mills

DECEPTION AT
GENERAL MILLS:
The real Corporate
Social Responsibility Report
for General Mills
October 2013
DECEPTION AT GENERAL MILLS:
The Real Corporate Social Responsibility Report
for General Mills
October 2013
Prepared by Green America’s GMO Inside Campaign
Lane W. says: “Cheerios you have the chance to
be a leader and remove GMOs from your cereals!
“You will probably sell more than ever! Worth a
shot.”
www.GreenAmerica.org
2
October 2013
Table of Contents
Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
The Problem with GMOs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Why General Mills? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Misty O. says: “Please lose
the GMO’s or at least label it
like you have to do in Europe.”
Why Cheerios? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Blocking our “Right to Know” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Kate H. says: “Cheerios, my
dear dear cheerios!!! You’re
better than GMOs! If you can
do it in Europe you can do it
here! Keep Americans healthy
too!”
No GMOs in European Cheerios . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
GMO Inside Demands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Appendices
A. Labels to Look For. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
B. Ingredients in Cheerios (U.S. vs. Europe). . . . . . . . . . . . . . . . 28
C. All of General Mills Brands and Products . . . . . . . . . . . . . . . . 32
D. I-522 Contributions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
E. General Mills “Behind the Brand” Scorecard by Oxfam . . . . . 34
Endnotes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
3
Executive Summary
All people
should have the right to choose foods that are safe
for themselves, their families, and the environment.
That’s why the GMO Inside campaign urges food manufacturers to be environmentally responsible, to be transparent with their ingredient sourcing and
disclosure, and to end their use of genetically modified organisms (GMOs).
Amanda P. says: “Please remove all GMO
ingredients out of Cheerios so I can feel safe
feeding them to the next generation. If not, I’m
sticking to Nature’s Path organic O’s!!”
General Mills prides itself on strong corporate social and environmental
responsibility. However, when it comes to the company’s use of GMOs,
General Mills falls short of its own standards. General Mills claims to
manufacture wholesome and healthy products when, in reality, its brands,
including Cheerios, the company’s most trusted brand, contain GMOs. While
General Mills promotes Cheerios for its use of whole-grain oats, stating, “the
whole grain oats in Cheerios Cereal are natural,” it is silent about the fact that
many of the other ingredients in Cheerios sold in the US, including modified
corn starch, sugar, vitamin E, canola, and natural flavors, are at high risk of being
genetically modified.1
While concealing its use of GMOs in the United States and Canada, General
Mills offers non-GMO Cheerios to consumers in Europe and elsewhere. Most
industrialized countries have required GMO labeling for years; thus, General
Mills manufactures non-GMO versions of its products for these markets.
General Mills is also failing to be transparent. The company spent over
$1 million in California to oppose GMO-labeling legislation, thus depriving their
American consumers from the basic right to know what is in their food. In
Washington State, the company is fighting GMO labeling under the guise of
the Grocery Manufacturers Association (GMA), without disclosing its political
4
October 2013
spending. To date, the GMA has donated $7.2 million to oppose GMO labeling. This is a serious form of deception. Polls of Americans demonstrate that more than 93 percent support
the labeling of GMOs.2 General Mills has ignored growing consumer concerns about GMOs
and failed to even let its customers know that its products contain GMOs.3
Concerns about GMOs are growing. Contrary to the promises of biotech companies, GMOs
are actually increasing pesticide and herbicide use worldwide.4 The increased use of these
chemicals leads to increased damage to the health of water, soil, air, and pollinator populations
(bees and butterflies). The advent of herbicide-resistant GMOs has contributed to the rise of
superbugs and superweeds that cannot be controlled, even with the use of ever more toxic
chemicals. The increased use of pesticides also leads to greater chemical residues on food,
which increases consumer health risks.
The increasing reliance on pesticides and herbicides in GMO farming also has a direct impact
on the health of farmworkers and their families. The federal government estimates that there
are 10,000 to 20,000 acute pesticide poisonings among workers in the agricultural industry
every year, and exposure to these chemicals can lead to cancer, neurological impairments, and
death, especially in children.5
GMO crops are contaminating fields of non-GMO and organic farms. Farmers who
experience this contamination may be sued for growing patented GMO crops that they never
intended to cultivate and do not want in their fields, jeopardizing their organic qualification.
Finally, increasing research is pointing to the negative health impacts of consuming GMOs,
which have never been thoroughly evaluated for safety.6
GMO Inside, which represents over 125,000 consumers and nonprofit groups, is leading the
charge demanding a change. The consumers taking part in GMO Inside want to know the food
they give to their families is safe for people and planet.
GMO Inside is calling on General Mills to be the first major food corporation to announce
a phase-out of genetically modified ingredients in its products, starting with Cheerios. This
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
5
Jennifer J. says: “Please
make a GMO-free product...so
I can buy Cheerios again!”
Alyria S. says: “Hey Cheerios,
we’ve missed you. Please remove GMOs so that my kiddos
can know how good you taste!
We deserve the same treatment
as Europe don’t ya think??”
change will create ripple effects up the supply chain that will lead to increasing
acres of cropland being converted to less destructive, less risky, and less
corporate-dominated, non-GMO farming techniques.
General Mills prides itself on being a leader that is socially and environmentally
responsible. However, selling products with GMO ingredients is not socially or
environmentally responsible. GMOs have clear environmental impacts and have
not been proven safe for human consumption. It is time for General Mills to live
up to its own standards for social and environmental responsibility and
commit to removing GMOs from its ingredients, starting with Cheerios.
Rochelle
Lane
W. says:
W. says:
“Cheerios
“Loved
you
Cheerios
have the
aschance
a kid. As
to
be aadult
an
leader
amand
veryremove
upset with
GMOsGMOs
from in
your
thecereals!
cereal.
Another food item that I can’t feed my children.
“You
probably
selluse
more
than ever! Worth a
Pleasewill
stop
the GMO
in Cheerios.”
shot.”
Cheerios Alternatives
For kids and adults alike seeking a non-GMO Cheerios
substitute, use the scorecard on the following page for
brands to look for and brands to avoid.
6
October 2013
Cereal
Organic/
Non-GMO
Parent
Company Score
Non-GMO &
Organic
Non-GMO &
Organic
Organic
Nature’s
Path
Nature’s
Path
Barbara’s
A
Non-GMO &
Organic
Original, Honey Nut, Fruitful, Chocolate Organic
Field Day
A
General
Mills
Trader Joes
B
Varieties
Heritage O’s
Whole O’s
Gluten-Free
Honest O’s
Original, Multigrain (gluten-free),
Honey Nut
Toasted and Honey Nut
Whole Grain O’s
Cascadian Farms
Joe’s O’s
Kashi Heart to Heart
Cinnamon Oat Cereal
Good Morenings
Cocoa Cinnamon, Berry Loops
Honey Graham Oh’s
Froot Loops
Cracklin’ Oat Bran
Cheerios
Self-claimed
non-GMO
Not yet
Likely Contains
GMOs
Likely Contains
GMOs
Likely Contains
GMOs
Likely Contains
GMOs
Original, Honey Nut, Multi-Grain, Apple Likely Contains
Cinnamon, Banana Nut, Chocolate,
GMOs
Dulce de Leche, Peanut Butter,
Cinnamon, Frosted, Fruity Yogurt
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
Kellogg
A
A
C+
D
Post
F
Quaker/
Pepsi
Kellogg
F
Kellogg
F
General
Mills
F
F
7
The Problem With GMOs
Genetically
James S. says: “So Cheerios! I think you can
see for yourselves that if you stopped using GMO
ingredients you would have a marketable
product. Lead the way!”
modified organisms—or GMOs, as they are
commonly called—are organisms (plants, animals, or bacteria) whose genetic material (DNA) has been altered in a way that
can never occur naturally. Genetic modification, which is different than traditional plant breeding or grafting, allows selected individual genes to be transferred from one organism to another, even between non-related species.
Since 1996, genetically modified crops have been grown and deemed “safe”
for consumption by the Food and Drug Administration (FDA), in spite of
inadequate testing:
ss Testing has been performed only by the biotech industry itself.
ss Testing methodology and results have not been made publicly available so
that they can be peer reviewed and validated by independent scientists.
ss There is no minimum length for studies testing the safety of GMOs.
Ninety days is common but far from sufficient to measure the long-term
effects of ingesting GMO food over time.7
At present, there are eight genetically modified plants that are approved for
growing and consumption in the US including staple crops such as corn, soy,
cotton, and sugar beets. The Grocery Manufacturers Association estimates
that over 75 percent of the conventional processed products on supermarket
shelves now contain some form of GM ingredients;8 however, it would be
impossible to quantify this amount exactly since companies in the United States
are not required to reveal the GM ingredients in their products.
In the roughly seventeen years that GMOs have been on the market, there have
8
October 2013
been destructive and alarming
results. Increasing amounts of
pesticides are required to grow
GMOs and fend off “superweeds.”
A recent peer-reviewed study by
Charles Benbrook, a research
professor at the Center for
Sustaining Agriculture and Natural
Resources at Washington State
University, found that GMOs
caused an increase in pesticide use
of 404 million pounds from the
time they were introduced in 1996
through 2011.9 The increasing use
of the pesticides and herbicides
developed and intended for GMOs
(including Roundup/glyphosate and
neonicotinoids) has led to
additional issues.
Negative impacts of increased pesticide use
(perpetuated by GMO crops)
ss The health of soil for GMO fields and neighboring fields is compromised.10
ss Pollinators like bees, which are essential to growing many crops, are disappearing in
a phenomenon know as Colony Collapse Disorder. This could lead to a loss of
$15 billion across various agriculture sectors.11
ss Superweeds and superbugs have developed as they grow immune to the herbicides
sprayed on herbicide-resistant crops.12
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
9
Scott L. says: “I love Cheerios, but GMO’s have NOT been
proven to be safe. Actually
quite the opposite. Until GM
either labels their stuff or
stops using GMO’s, my family
will NOT be buying anymore
GM products. Sorry, but I
value the well-being of my
Family and myself over some
corporate bottom line.”
ss Farmworkers and their families are exposed to increasingly toxic chemicals
on the field and at home due to residues on clothing. These health effects
are sometimes chronic and fatal.13
ss Increased pesticide usage leads to greater amounts of pesticide runoff,
potentially impacting ground water and creating dead zones in the ocean
not suitable for marine life.14
Cross-pollination is another problem with GMO farming. Organic fields found
to be contaminated with
genetically modified crops
cannot be marketed as
organic, threatening those
farmers’ livelihood.
1. GMOs are increasing pesticide/
Additionally there have
herbicide use, which also leads to
been cases of runaway
greater carbon intensity per acre.
unapproved GMOs, such as
2. GMOs have created superweeds
rice and wheat, which have
and superbugs.
escaped test fields and cost
our economy billions of dol3. GMOs are contaminating
lars, as US trade partners,
non-GMO and organic fields.
such as Japan and Korea,
4. GMOs are not increasing yields
who do not want products
and, in some cases, are reducing
with GMOs, cancel large oryields.
ders.15 Finally, cross-pollination has also led to hundred
5. GMOs are often not proven safe
of farmers being sued by
for human health, and studies are
Monsanto for illegally
raising increasing concerns about
growing the company’s
health impacts.
16
patented seeds. GMOs
5 Strikes Against GMOs
H. Marlene
Lane
W. says:
says:
“Cheerios
“I don’tyou
care
have
thatthe
you
chance
maketo
be a leader
Cheerios
outand
of GMOs,
removebut
GMOs
PLEASE
from put
youra cereals!
note on
the outside of the box so those of us who want
“You
probably
more than ever! Worth a
to eatwill
healthy
can sell
do so!”
shot.”
10
October 2013
have also failed to deliver promised increases in yields17 and in some cases result in decreased
yields, which can have grave economic impacts on farmers (even contributing to farmer
suicides in India).18
Studies on lab animals are also demonstrating that GMOs may have alarming health impacts.19
More research needs to be conducted, especially long-term studies, before continuing the
widespread use of GMOs. There is growing consumer concern about the health and safety
of GM crops, and more consumers are demanding the right to know what’s in their food.
Biotech giants like Monsanto have paved the way in developing and marketing these patented
seeds, promising higher yields to farmers and safe products for consumers. General Mills and
other major food corporations perpetuate the proliferation of GMOs by manufacturing
products with massive amounts of these ingredients and blocking the everyday consumer’s
right to know what he or she is eating. Beyond not disclosing which ingredients are genetically modified, companies often disguise ingredients by their scientific name or capture them in
trade secret “Natural Flavors”—flavor cocktails used in products that do not need to be listed
individually or follow any common definition of what is or is not “natural.”
When it comes to large-scale industrial agriculture in the United States, there is much that
needs urgent reform. The damage that GMOs have done already and the risks they pose
make their elimination a priority in establishing a sustainable and safe food supply for future
generations.
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
11
Kelly G.
Misty
O. says:
says: “Used
“Please
tolose
buy
the GMO’s
General
Mills
or products,
at least label
Cheeriit
likebeing
os
you have
one of
to them.
do in Europe.”
But no
longer since we’ve learned
about GMOs and their dangerKateeffects.
H. says:
my
ous
GM“Cheerios,
please show
dear dearthat
cheerios!!!
You’re
America
you do care
better the
thanpeople
GMOs!and
If you can
about
do it in Europe
youand
canremove
do it
especially
the kids
here! Keep
healthy
GMOs
from Americans
your products!
too!”all deserve better!”
We
Why General Mills?
General
Nichole S. says “So bummed to find out
Cheerios has GMOs! We will back to buying
them as soon as you eliminate GMOs from your
products.”
Mills has gone to great lengths to position itself as a
provider of nutritious foods, a protector of the
environment, and a community builder in the eyes of US consumers. It is one
of the largest manufacturers of food in the world, selling iconic brands such as
Cheerios, Betty Crocker, Green Giant, Häagen-Dazs, Nature Valley, and
Yoplait (a full list of General Mills brands is included in Appendix C). In 2012,
General Mills was named “The
Most Reputable Company in
America” by Forbes.20 Cheerios,
especially, is a brand that
consumers trust and is one of
the top ten most loved brands in
the country, across all product
categories.21 Many parents
actually choose Cheerios as the
first solid food for their babies,
which General Mills encourages.
Cheerios, however, contain
Trusted? General Mills relies on its
genetically modified ingredients
strong, trusted image in its marketing,
while at the same time, General Mills is
that have never been proven
actively deceiving the public by blocking
safe for human consumption,
our right to know about GMOs in food.
let alone infants.
In fact, all General Mills products
(with the exception of its few
organic options under the Small
12
October 2013
Planet line) likely contain GMOs. The company does not dispute this. Due to the prevalence
of GMO farming in the US, it’s highly likely that any processed foods (if they are not certified
as organic or non-GMO) containing ingredients derived from corn, soy, sugar beets, or other
GM crops also contain GMOs. Far from being nutritious and reputable, General Mills is, in fact,
one of the world’s largest users and pushers of genetically engineered ingredients.
At its annual shareholder meeting in September 2013, General Mills announced its plan to
source its priority ingredients sustainably by 2020. This commitment applies to 10 raw
materials: oats, wheat, corn, dairy, fiber packaging, cocoa, vanilla, palm oil, sugar cane, and
sugar beets.22 What is defined as sustainable varies by product, but for field crops including
wheat and corn, General Mills is working with an industry-sponsored working group to
measure impacts and performance through a “fieldprint calculator.” The tool is confidential,
but it does include performance indicators relating to land use, water use, soil carbon, energy
use, and greenhouse gas emissions.23 Unfortunately, this program does not measure or
address pesticide usage, and for GMOs crops, increasing pesticide use is a problem. Without
Cereal Industry
2012 Sales
(billion)
Cereal
Sales
Top
24
Sellers
Natural
Brands
General Mills
$17.4
$2.3 Billion
Honey Nut Cheerios,
Cheerios, Cinnamon Toast
Crunch, Lucky Charms
Cascadian Farms,
MuirGlen, Lara Bar,
Food Should Taste Good
Kellogg
$14.225
$3.5 Billion
Frosted Flakes,
Special K, Mini-Wheats,
Froot Loops, Raisin Bran
Kashi, Morning Star,
Bear Naked
Post
$958.9 million26
Unclear
Honey Bunches of Oats,
Grape Nuts
Company
$6.427
Entire U.S. Cereal Sales Billion
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
13
Jen S. says: “If you make
GMO-free Cheerios in other
countries, why don’t you make
them for Americans too. I
would serve my family your
cereals if I had a GMO-free option!! And I would happily pay
a reasonable amount more for
that option! I have a RIGHT
TO KNOW what I am feeding
my family.”
a plan to rapidly decrease the amount of pesticides used on General Mills core
ingredients, the company will not achieve sustainability anytime soon.
General Mills cannot meet its own stated sustainability goals unless it includes a
non-GMO plan for all of its ten raw materials, including those which are
currently approved GMOs: corn, dairy (feed), and sugar beets.
MartyW.
G.says:
says:“Cheerios
“Stop your
anti-consumer
Lane
you
have the chance to
behavior,
start
listening
to
consumers
who
want
be a leader and remove GMOs from your
cereals!
simple, straightforward product labelling of
“You
will probably
sellfoods,
moreand
thanmaybe
ever! Worth
a
genetically
modified
you’d win
shot.”
back some of the trust you’ve lost.”
General Mills is a company that is influenced by its consumers’ demands,
prides itself on its social and environmental responsibility, and is, in fact, very
sensitive to brand damage, because it is so popular. Thus far, General Mills has
responded to consumer demands by defending the safety of GMOs.28 However,
a growing number of Americans, including significant numbers of General Mills’
customers, are raising concerns about GMOs. This offers General Mills the
opportunity to be a true leader in food safety by dropping GMOs from its
supply chain.
General Mills and Kellogg combined account for more than 90% of cold cereal
sales in the US. A shift to non-GMO sourcing coming from a company of
General Mills’ size and importance will inevitably lead to changes in its
competitors’ sourcing practices as well.
14
October 2013
Why Cheerios?
Cheerios
is America’s favorite cereal brand. Regular Cheerios is the #4
cereal in the US, and Honey Nut Cheerios is #1. In 2012, Cheerios
grossed $364 million in sales and Honey Nut Cheerios sales reached nearly $556 million.29
Misty O.
lose
Margo
M.says:
says:“Please
“Mmmm....
the GMO’sand
or Yoplait!
at least A
label
it
Cheerios
GMO
like
you
have
to
do
in
Europe.”
lover’s breakfast...but
certainly not MINE! I won’t
buy anything made by General
Kate H. says: “Cheerios, my
Mills
either label
your
dear until
dear you
cheerios!!!
You’re
products
or GMOs!
get the IfGMOS
out
better than
you can
of
them!
How
can
you
live
do it in Europe you can do it
with
selling healthy
GMOS
here!yourselves
Keep Americans
to
little
kids???”
too!”
About 6.4 million people across the US start their day
with a bowl of Honey Nut Cheerios.
Based on AC Nielsen 52 weeks ending 2/25/12
That’s a lot of cereal and a lot of GMOs. Modified corn starch, sugar, vitamin E (mixed
tocopherols), brown sugar syrup, canola, and natural almond flavor are some of the
ingredients in Cheerios and Honey Nut Cheerios that are “high-risk”—highly likely to be
derived from GMOs. (For a breakdown of the ingredients in all Cheerios products and the
likely GM ingredients, see Appendix B.)
Cheerios over the years — the ingredients HAVE changed, and GMOs have been added:
ss 1945 ingredients: oat flour, salt, sugar, sodium phosphate, malted wheat flour, calcium
carbonate, iron, niacin, thiamine (Vitamin B1), and Riboflavin
ss 2013 Ingredients: Whole grain oats (includes the oat bran), modified corn starch,
sugar, salt, tripotassium phosphate, wheat starch, vitamin E (mixed
tocopherols) added to preserve freshness. (Likely GMO ingredients in bold and red).
Ironically, Cheerios is perceived as a healthy choice. Cheerios’ “healthy” image is not an
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
15
BeckaW.
Lane
G.says:
says:“Cheerios
“My favorite
you story
have will
the be
chance
whento
be astart
leader
and remove
from your
we
buying
CheeriosGMOs
again....we
hadcereals!
to quit
because
put GMOs
in your
cereal.”
“You will you
probably
sell more
than
ever! Worth a
shot.”
accident. General Mills spends more
than any other company in its category
on advertising—roughly $160
million on the Cheerios brands alone.30
The lion’s share of these ads targets
families and proclaims the health
benefits and wholesomeness of
Cheerios. On the Cheerios website,
General Mills claims its Cheerios varieties are a part of a healthy diet
because they are low in saturated fat,
naturally cholesterol-free, can help
lower cholesterol, are made with
whole grains like oats, and provide
essential vitamins and minerals. There
is no mention of GMOs. When GMO
Inside contacted General Mills and
asked the company if it has any
non-GMO options for concerned
consumers, representatives claimed
to not know which products contain
GMOs, because the company does
not test for them.
Cornstarch, Sugar, and Vitamin E are
likely GMO ingredients in every box of
Cheerios sold in the United States.
The FDA does not require companies
developing GMOs, like Monsanto and
Syngenta, to conduct long-term or
independent safety assessments. Likewise, the FDA does not require companies
that market products containing GMOs, such as General Mills, to disclose these
ingredients to their customers. Instead of being transparent about GMOs in
16
October 2013
its products, General Mills refuses to reveal the GMOs it uses on product packaging. Earlier
this year, General Mills did admit to press and shareholders that its products likely do contain
GMOs, a position it previously claimed to be unsure of. However, this admission does not
help parents to identify non-GMO products for their families at the grocery store. General
Mills takes pride in the fact that Cheerios is the #1 most trusted cereal by parents with
babies beginning to eat solid foods, and yet at the same time it is blocking parents’ right to
know which product ingredients have not been fully evaluated for safety.
The good news is that while regular Cheerios do contain GMO ingredients, the main ingredient—oats—is not genetically modified. Transitioning Cheerios to be non-GMO would be
a relatively easy first step compared to some of General Mills’ other cereals that rely more
heavily on GMOs, such as Honey Nut Cheerios, Multi-grain Cheerios, Kix, Lucky Charms, and
Corn Chex.
From Cereal Facts 2012 Report
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
17
Blocking our “Right to Know”
November
2012 was a critical election for consumers in the
state of California. On the ballot was a proposition
—Prop. 37—which would require companies using GMOs to disclose these
ingredients on their packaging. Had Prop. 37 been passed, Californians would
have been the first Americans to know for sure if they were eating GMOs, joining citizens in 64 other countries that already have GMO-labeling laws.
COUNTRIES WITH LAWS TO LABEL GE FOODS
erey C. says: “Why are you marketing GMO
products to children in the US when you make
non-GMO products for Europe?”
Greenland
(Denmark)
Poland
Norway
Iceland
Russia
Hungary
Romania
Ireland
Germany
Switzerland
Ukraine
Croatia
Slovenia
Tunisia
Malta
Kazakhstan
Bulgaria
Turkey
Cyprus
Serbia
South Korea
Saudi
Arabia
India
Taiwan
Mali
Senegal
El Salvador
Vietnam
Ethiopia
Benin
Cameroon
Ecuador
Japan
China
Jordan
Thailand
Philippines
Malaysia
Sri Lanka
Kenya
Indonesia
Brazil
Peru
Bolivia
Mauritius
KEY
Labeling required
Australia
Zambia
South Africa
Bans imports and cultivation
New Zealand
The original design and data for this map come from “Genetically Engineered Food Labeling Laws” map by Center for Food Safety,
available at http://www.centerforfoodsafety.org/ge-map/, published September 2012.
64 countries now have laws to label GE food. All of the EU, China, Russia,
and Brazil. Zambia, Benin, Serbia, and Japan are among the growing list of
countries that have banned GMO production altogether.31
18
Rev. 04/08/13 (64)
October 2013
General Mills was a major
contributor to the
misinformation campaign
leading up to voting day.
General Mills contributed
$1,135,300 to the “No
on 37” campaign, actively
blocking consumers’ right
to know what they are
eating. The opposition outspent the “Yes on 37”
campaign five-to-one
($45.6 million vs. $8.9
million) and in the end
won the vote by a slim
6% margin. (53% No vs.
47% Yes).
The massive corporate
spending to block consumers’ right to know ignited
national outrage about
GMOs and corporate
control of our food supply. The Prop 37 defeat
has fueled labeling efforts
of some kind in 25 more
states. Notably, Washington State has attracted
significant attention with
General Mills CEO Profile
Kendall Powell 32
Years at
General Mills: 34
Chris J. says: “‘Today is full
of POSSIBILITIES’ ...
Years as CEO: 6
“Is one of those possibilities
that you could protect the
future of our children’s food
supply by eliminating
genetically engineered
ingredients from your products
in the United States?”
Years as
Board Chairman: 5
Salary: $1 million
2011Total Compensation:
$12.3 million
Career Highlights: Launched Cereal Partners Worldwide
(joint venture with Nestle to sell cereal internationally),
President of Big G Cereals in US, CEO of Cereal Partners
Worldwide, Chief Operating Officer of General Mills,
Chairman and CEO of General Mills.
Boards Powell serves on: Grocery Manufacturers
Association (Vice Chairman), Cereal Partners Worldwide,
Consumer Goods Forum (Industry Group)
Mailing Address: Number One General Mills Boulevard,
Minneapolis, MN 55426
Phone Number: 800 248-7310
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
19
Ballot Initiative 522 (I-522) which will be voted on in November 2013 and will
require food manufacturers selling products in Washington to label GM ingredients.
Fearful of public backlash, General Mills has this time decided to block the
consumer’s right to know covertly, by contributing to the opposition campaign
through the industry’s lobbying group—the Grocery Manufacturers Association
(GMA). General Mills’ own CEO, Ken Powell, was for a time the head chairman
of the GMA and is currently the vice chairman. The GMA has thus far
contributed $7.2 million to No on I-522.
Nichole
Lane
W. S.
says:
says:
“Cheerios
“So bummed
you have
to find
the out
chance to
be a leader
Cheerios
hasand
GMOs!
remove
WeGMOs
will back
fromtoyour
buying
cereals!
them
as soon as you eliminate GMOs from
“You
will probably sell more than ever! Worth a
your products.”
shot.”
No on 522 spending
as of Oct 2, 2013.
For a full list of
I-522 contributions
see Appendix D.
Image Credit:
Label GMOs Hollywood
20
October 2013
No GMOs in European Cheerios
Cheerios are not only popular in the United States but the world over, sold in roughly
140 countries.33 In Europe, General Mills and Nestlé teamed up to sell Cheerios through a
joint venture called Cereal Partners Worldwide. Cereal Partners sells a variation of Cheerios
that is very similar to the Multi-Grain Cheerios sold in the US and Canada, with one critical
difference: the absence of GMOs. Appendix B lists all ingredients in American and
European Cheerios.
Cheerios in the UK are made by
General Mills, in partnership with
Nestlé, and do not contain GMOs.
Unlike the US, EU governments have adopted
the “Precautionary Principle” when it comes to
genetic modification, a measure put in place by the
European Commission in February 2000.34 Rather
than assuming a product is safe until it causes harm
to people and the environment, the EU has
required that all new GMOs be proven safe
through long-term, independent studies before
they can be sold to consumers. This, coupled with
the fact that most EU governments require GMO
ingredient labeling and with the strong anti-GMO
consumer movement that exists in Europe, has
made it difficult and unfavorable for brands to use
GMOs in their European products. If Cheerios can
be made without GMOs for consumers in
Europe and elsewhere, what is holding General
Mills back from offering the same option to
consumers in the US?
When Cheerios that are manufactured in North
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
21
John G. says: “I’ve always
loved Cheerios, and I was impressed by their stand regarding the commercial.
“Now, if we could just get
them to get rid of the GMOs in
ALL our cereals, we’d have a
real Breakfast for Champions.”
America are sold in European
countries that require labeling, the
likely presence of GMOs is made
clear to consumers, providing them
with the information they need to
make an informed choice.
Irene
K. says:
says: “Cheerios
“Please come
out with
GMO-to
Lane W.
you have
the achance
free
cereal.”
be a leader and remove GMOs from your cereals!
“You will probably
sellwill
more
than
ever!
Worth
Michael
C. says: “I
smile
once
GMOs
area
shot.”
no
more.”
In General Mills’ 2013 Global
Responsibility report, General Mills
proudly stated, “Products we
produce for Europe do not use
genetically modified ingredients,
and we offer our US consumers
leading brands of organic products as
a non-GMO choice.” Unfortunately,
General Mills cannot make the same
claim for Cheerios sold in the US.
An imported box of US
Cheerios in the UK contains label
“This Product May Contain GMOs.”
So far, working with GMO Inside,
more than 125,000 US consumers
have joined together to tell General Mills that they want non-GMO
Cheerios, like their counterparts across the Atlantic. GMO Inside is calling on
General Mills to say “cheerio” to GMOs once and for all. If General Mills can
sell Cheerios without GMOs in Europe, there is no reason why the company
cannot phase out GMOs in Cheerios and its other products in the US as well.
22
October 2013
Conclusion
Since
its inception in 1866, General Mills has claimed to be a company committed
to wholesomeness and doing the right thing, no matter what. The company
launched with two mills in Minnesota and strived to produce superior baking flour.
General Mills’ portfolio and reach have grown exponentially since then, but the company’s
commitment to superior-quality foods has not kept up, especially in relation to GMOs.
Jennifer Y. says: “I love your
new commercial but I still cannot feed my children your cereal because they contain GMOs.
Please don’t make our children
sick and support healthy foods.
It only takes one company! I
bet you would make the whole
country happy and everyone
will start having Cheerios back
into their homes.”
General Mills’ Mission Statement:
“Our mission is to make lives healthier, easier and
richer. General Mills is Nourishing Lives.”
GMO Inside and consumers nationwide are calling on General Mills to be the leader in its
industry and be the first major US food company to announce a phase-out of GMO
ingredients, replacing these ingredients with ones that are safe for people and the
environment. We’re calling on General Mills to be more transparent with its customers
about its GMO ingredients, and in the meantime to voluntarily label GMO ingredients on its
packaging. We also charge General Mills to end all spending to oppose GMO labeling, which
obstructs the consumer’s “right to know” (including through trade associations). General Mills
should also use its significant influence with the GMA to end that association’s opposition to
GMO labeling.
GMO Inside represents tens of thousands of individuals and families that are depending on
General Mills to start this movement forward by making a non-GMO version of its most
popular cereal, so they can share the cereal they grew up on with their own kids. Should
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
23
General Mills meet our demands and be the first major cereal company to
commit to non-GMO sourcing, the company will be revered in consumers’
eyes and earn back its title of “America’s most reputable company.”
GMO Inside is asking
General Mills to be a leader by:
1 Removing GMOs from all General Mills products
a)Starting with Cheerios (by 2015), General Mills will responsibly source
its products’ ingredients from sources that are certified non-GMO or
organic.
Teri S.
Lane
W.
says:
says:“The
“Cheerios
commercial
you have
is awesome,
the chance
but
to
be a leader
Cheerios
contain
and remove
GMOs, GMOs
which from
are not.
yourThe
cereals!
little
girl had the right idea. It’s healthier to pour
“You
probably
more
than ever!
them will
on your
bodysell
than
to ingest
themWorth
into a
shot.”
your body.”
b)General Mills will commit to and publish a timeline with incremental
deadlines to shift its entire portfolio to non-GMO sources by 2018
(including all Cheerios varieties, all cereals, and all other food categories).
2 Testing for and Labeling GMOs
a) During the transition period from its current GMO-intensive supply
chain to a non-GMO supply chain, General Mills should test its supply
chain for GMOs and voluntarily label its GMO ingredients in all products
that contain or likely contain GMOs.
3 Ending all opposition to GMO labeling
a) General Mills will commit to spend no money against state and federal
GMO labeling initiatives going forward (including any funds channeled
through third parties).
24
October 2013
b) General Mills will encourage the Grocery Manufacturers Association (GMA) to end
its opposition to GMO labeling.
c) General Mills will offset its contribution through the GMA to “No on I-522”
(Washington State’s ballot initiative for GMO labeling) by contributing the same
amount to “Yes on I-522” or in support of a future state labeling initiative.
It is clear that General Mills can remove GMOs from Cheerios, since Cheerios made with
non-GMO ingredients are made available to consumers in over 100 other countries—but sadly,
not the US and Canada.
General Mills prides itself on being socially and environmentally responsible. However, selling
products with GMO ingredients is not socially or environmentally responsible. GMOs have
clear environmental impacts and have not been proven safe. It is time for General Mills to live
up to its own standards for social and environmental responsibility and commit to removing
GMOs from its ingredients, starting with Cheerios.
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
25
LaurieO.
Misty
M.says:
says: “First
“Pleasefinlose
the
ger GMO’s
food should
or at least
NOT include
label it
like youPlease
GMOs.
have to
remove
do in Europe.”
them
from your products.”
Kate H. S.
says:
“Cheerios,
my
Crystal
says: “I
grew up
dear Cheerios,
dear cheerios!!!
You’re
with
but I won’t
betterthem
thantoGMOs!
If you
can
feed
my kids
because
do itnow
in Europe
you can
you
use GMOs.
Saydo
noitto
here! Keep Americans healthy
GMOs!”
too!”
APPENDIX A: Labels to Look For
When it comes to avoiding GMOs there are only two ways to know if a product does not contain
GM ingredients—the Non-GMO Project seal and the USDA Organic label. Of course, there are products
like grapefruits or peanut butter that may not be genetically modified as they are not made with approved
GMO crops; however, you still always have to check the ingredient list to ensure there are no additives
which could be genetically modified (i.e. corn syrup or canola oil). Also, as more and more GMO crops are
approved, it will become more difficult to recognize and avoid GMOs if they are not labeled.
Non-GMO Verified
From www.nongmoproject.org:
“The Non-GMO Project Verified seal indicates that the product
bearing the seal has gone through our verification process. Our
verification is an assurance that a product has been produced
according to consensus-based best practices for GMO avoidance:
ss “We require ongoing testing of all at-risk ingredients—any
ingredient being grown commercially in GMO form must be
tested prior to use in a verified product.
ss “We use an Action Threshold of 0.9%. This is in alignment with laws in the European Union, where
any product containing more than 0.9% GMO must be labeled. Absence of all GMOs is the target for
all Non-GMO Project Standard compliant products. Continuous improvement practices toward
achieving this goal must be part of the Participant’s quality management systems.
ss “After the test, we require rigorous traceability and segregation practices to be followed in order to
ensure ingredient integrity through to the finished product.
ss “For low-risk ingredients, we conduct a thorough review of ingredient specification sheets to determine absence of GMO risk.
26
October 2013
ss “Verification is maintained through an annual audit, along with onsite inspections for high-risk products.”
Organic
Organic certification is a certification process for producers of organic food
and other organic agricultural products. In general, any business directly
involved in food production can be certified, including seed suppliers,
farmers, food processors, retailers and restaurants.
Requirements vary from country to country, and generally involve a set
of production standards for growing, storage, processing, packaging and
shipping that include:
ss No human sewage sludge fertilizer used in cultivation of plants or feed of animals;
ss Avoidance of synthetic chemical inputs not on the National List of Allowed and Prohibited Substances
(e.g. fertilizer, pesticides, antibiotics, food additives, etc.), genetically modified organisms, irradiation,
and the use of sewage sludge;
ss Use of farmland that has been free from prohibited synthetic chemicals for a number of years (often,
three or more);
ss Keeping detailed written production and sales records (audit trail);
ss Maintaining strict physical separation of organic products from non-certified products;
ss Undergoing periodic on-site inspections.
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27
APPENDIX B: Ingredients
APPENDIX D: in Cheerios (US vs. Europe)
Appendices
This Appendix shows the ingredients across the entire Cheerios line, first in the US, then in the European
Union where GMO labeling is required. Likely GMO ingredients have been bolded in red type.
Products sold in the United States:
Cheerios: Whole Grain Oats
(includes the oat bran), Modified
Corn Starch, Sugar, Salt, Tripotassium Phosphate, Wheat Starch,
Vitamin E (mixed tocopherols)
Added to Preserve Freshness.
Honey Nut Cheerios: Whole
Grain Oats (includes the oat bran),
Modified Corn Starch, Honey,
Brown Sugar Syrup, Salt,
Tripotassium Phosphate, Canola
and/or Rice Bran Oil, Natural
Almond Flavor, Vitamin E
(mixed tocopherols) Added to Preserve Freshness.
Multi Grain Cheerios: Whole
Grain Corn, Whole Grain Wheat,
Whole Grain Oats, Whole Grain
Barley, Whole Grain Rice, Corn
Starch, Brown Sugar Syrup,
Corn Bran, Salt, Tripotassium
Phosphate, Canola and/or Rice
28
Bran Oil, Color Added, Vitamin E (mixed tocopherols) Added to Preserve Freshness.
Apple Cinnamon Cheerios:
Whole Grain Oats, Sugar, Brown
Sugar, Corn Meal, Corn Starch,
Corn Syrup, Canola and/or Rice
Bran Oil, Apple Puree Concentrate,
Salt, Cinnamon, Trisodium Phosphate,
Sodium Citrate, Vanillin, Wheat
Starch, Vitamin E (mixed tocopherols) Added
to Preserve Freshness.
Chocolate Cheerios: Whole
Grain Corn, Sugar, Corn Syrup,
Cocoa Processed with Alkali, Whole
Grain Oats, Canola and/or Rice Bran
Oil, Salt, Color Added, Dried Corn
Syrup, Corn Bran, Barley Malt
Extract, Trisodium Phosphate, Vanillin. Vitamin E (mixed tocopherols) and BHT
Added to Preserve Freshness.
October 2013
Dulce de Leche Cheerios:
Whole Grain Corn, Sugar,
Whole Grain Oats, Canola and/
or Rice Bran Oil, Corn Syrup,
Caramel Syrup (caramelized
sugar, water), Salt, Brown Sugar
Syrup, Corn Bran, Trisodium
Phosphate, Color Added, Natural Flavor,
Vitamin E (mixed tocopherols) and BHT
Added to Preserve Freshness.
Multi Grain Cheerios Peanut
Butter: Whole Grain Corn,
Sugar, Peanut Butter (peanuts,
monoglycerides), Whole Grain
Oats, Whole Grain Sorghum,
Whole Grain Barley, Whole Grain
Rice, Corn Syrup, Dextrose,
Salt, Canola and/or Rice Bran Oil, Peanut Oil,
Color Added, Vitamin E (mixed tocopherols)
and BHT Added to Preserve Freshness.
Cinnamon Burst Cheerios:
Whole Grain Corn, Sugar, Corn
Bran, Corn Meal, Soluble Corn
Fiber, Canola and/or Rice Bran
Oil, Whole Grain Oats, Brown
Sugar Syrup, Salt, Cinnamon, Guar
Gum, Natural Flavor, Color Added, Vitamin E (mixed tocopherols) and BHT
Added to Preserve Freshness.
Frosted Cheerios: Whole Grain
Oats (includes the oat bran), Sugar,
Corn Meal, Corn Starch, Corn
Syrup, Salt, Trisodium Phosphate,
Color Added, Brown Sugar Syrup,
Vanillin, Vitamin E (mixed tocopherols) Added to Preserve Freshnees.
Fruity Cheerios: Whole Grain
Corn, Sugar, Whole Grain Oats,
Corn Syrup, Canola and/or Rice
Bran Oil, Pear Puree Concentrate,
Salt, Corn Starch, Dried Corn
Syrup, Corn Bran, Trisodium
Phosphate, Natural Flavor, Color
(red 40, yellow 6, blue 1, and other color added),
Sodium Citrate, Vitamin E (mixed tocopherols) BHT and Ascorbic Acid Added to Preserve Freshness.
Yogurt Burst Cheerios: Whole
Grain Oats (includes the oat bran),
Sugar, Naturally Yogurt
Flavored Coating (sugar,
fractionated palm kernel oil,
dextrose, corn starch, dried
strawberries, dried nonfat yogurt
[heat treated after culturing](cultured nonfat milk),
color added, soy lecithin, nonfat milk, natural
flavor, maltodextrin, Corn Meal, Modified
Corn Starch, Corn Syrup, Salt, Trisodium
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29
Phosphate, Brown Sugar Syrup, Color Added,
Wheat Flour, Vitamin E (mixed tocopherols)
Added to Preserve Freshness.
Banana Nut Cheerios: Whole
Grain Corn, Sugar, Whole Grain
Oats, Brown Sugar Syrup, Corn
Syrup, Canola and/or Rice Bran
Oil, Salt, Dried Corn Syrup,
Banana Puree, Corn Bran, Corn
Starch, Trisodium Phosphate, Color Added, Sodium Citrate, Natural Flavor, Natural Almond
Flavor, Vitamin E (mixed tocopherols) and
BHT Added to Preserve Freshness.
Once again, all of the Red and Bolded
ingredients above are likely GMOs.
Products sold in Europe:
In Europe, the ingredient list is a bit different and no GMOs are included.
Cheerios: Whole Grain
Cereal Grains (77.6%)
(Whole Grain Oats, Whole
Grain Wheat, Whole Grain
Barley, Whole Grain Rice,
Whole Grain Maize), Sugar,
Partially Inverted Brown
Sugar Syrup, Wheat Starch,
Salt, Tripotassium Phosphate,
Colours: Carotene, Annatto and Caramel;
Antioxidant: Tocopherols.
Vitamins and Minerals: Vitamin C, Niacin,
Pantothenic Acid, Vitamin B6, Riboflavin (B2),
30
Thiamin (B1), Folic Acid (Folacin), Vitamin B12, Calcium Carbonate and Iron
Honey Cheerios: Cereal
Grains (74.4%) (Whole Grain
Oats (23.9%), Whole Grain
Wheat(23.9%), Whole Grain
Barley (16.2%), Whole Grain
Rice (7.1%), Whole Grain Maize
(3.3%)), Sugar, Wheat Starch,
Honey (3.9%), Partially Inverted
Brown Sugar Syrup, Salt,
Tripotassium Phosphate, Sunflower Oil, Flavourings:
Honey Flavours, Antioxidant: Tocopherols
October 2013
Vitamins and Minerals: Vitamin C, Niacin, Pantothenic Acid, Vitamin B6, Riboflavin (B2), Thiamin
(B1), Folic Acid (Folacin), Vitamin B12, Calcium
Carbonate and Iron.
Chocolatey Cheerios:
Cereal Grains (68%),
(Whole Grain Oat Flour
(21.9%), Whole Grain
Wheat (21.9%), Whole
Grain Barley Flour (14.8%),
Whole Grain Rice Flour
(6.5%), Whole Grain Maize
Flour (2.9%)), Sugar, Wheat
Starch, Partially Inverted Brown Sugar Syrup, Fatreduced Cocoa Powder (2.8%), Sunflower Oil,
Colour: Caramel, Salt, Flavouring: Vanillin, Tripotassium Phosphate, Antioxidant: Tocopherals.
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
Oat Cheerios: Whole Grain
Oat Flour (81.1%), Sugar,
Partially Inverted Brown
Sugar Syrup, Wheat Starch,
Salt, Tripotassium Phosphate,
Antioxidant: Tocopherols.
No Vitamins and Minerals are
added to this product.
31
APPENDIX C: All General Mills Brands and Products
Betty Crocker
Green Giant
Old El Paso
Big G cereals
Häagen-Dazs
Pillsbury
Bisquick
Hamburger Helper
Pillsbury Atta
Bugles
Jus-Rol
Progresso
Cascadian Farm
Kix
Total
Cheerios
Knack & Back
Totino’s / Jeno’s
Chex
La Salteña
Trix
Cinnamon Toast Crunch
Lärabar
V.Pearl
Diablitos Underwood
Latina
Wanchai Ferry
Fiber One
Liberté
Wheaties
Food Should Taste Good
Lucky Charms
Yoki
Frescarini
Macaroni Grill
Yoplait
Fruit Snacks
Monsters
Yoplait France
Gardetto’s
Mountain High
Gold Medal
Muir Glen
Good Earth
Nature Valley
32
October 2013
APPENDIX D: I-522 Contributions
Initiative 522 in Washington requires the labeling of GMO ingredients in food. Washington State voters will
vote on this up until November 5, 2013.
As of October 2, 2013, the following contributions have been made for and against I-522:
Up-to-date spending numbers can be found here:
http://votersedge.org/washington/ballot-measures/2013/november/i-522/funding
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
33
APPENDIX E: General Mills “Behind the Brand”
Scorecard by Oxfam
General Mills received only 24% (poor) on an assessment done by Oxfam regarding company policies
on numerous areas including land and farmers. General Mills ranked 8 out of 10 on a comparison of the
world’s largest food companies.
According to Oxfam, “General Mills is strongest on water but has a long way to go in respecting land and
women’s rights in its supply chain. It also lags behind on policies covering transparency, climate change, and
its dealings with farmers.”35
34
October 2013
Endnotes
1 http://www.generalmills.com/
2 http://www.nytimes.com/2013/07/28/science/strong-support-for-labeling-modified-foods.html?_r=0
3 http://www.generalmills.com/Home/ChannelG/on_biotechnology.aspx
4 http://www.forbes.com/sites/bethhoffman/2013/07/02/gmo-crops-mean-more-herbicide-not-less/
5 http://ecowatch.com/2013/farmworkers-demand-protections-pesticides/
6 http://earthopensource.org/index.php/3-health-hazards-of-gm-foods
7 http://consumersunion.org/wp-content/uploads/2013/02/AMA-GE-resolutions-3-19-121.pdf
8 http://www.prnewswire.com/news-releases/studies-show-gmos-in-majority-of-us-processed-foods-58-percent-of-americans-unaware-ofissue-104510549.html
9 http://www.enveurope.com/content/24/1/24
10 http://www.nytimes.com/2013/09/20/business/misgivings-about-how-a-weed-killer-affects-the-soil.html?ref=business&_r=0
11 http://www.nrdc.org/wildlife/animals/bees.asp
12 http://grist.org/article/first-came-superweeds-and-now-come-the-superbugs/
13 http://ecowatch.com/2013/farmworkers-demand-protections-pesticides/
14 http://www.scientificamerican.com/article.cfm?id=ocean-dead-zones
15 http://www.nytimes.com/2013/06/01/business/global/japan-and-south-korea-bar-us-wheat-imports.html?_r=0
16 http://www.prwatch.org/news/2012/03/11326/rampant-gmo-contamination-unchecked-judge
17 http://www.ucsusa.org/food_and_agriculture/our-failing-food-system/genetic-engineering/failure-to-yield.html
18 http://www.huffingtonpost.com/zester-daily/bitter-seeds-film_b_1902221.html
19 http://gmoseralini.org/en/
20 http://www.forbes.com/sites/jacquelynsmith/2013/04/24/americas-most-reputable-companies-2/2/
21 http://autos.yahoo.com/news/forget-amazon---lowe-s--ford-is-the-top-brand-in-america-193305780.html
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
35
22 http://www.prnewswire.com/news-releases/general-mills-commits-to-sustainably-source-10-priority-ingredients-by-2020-225198912.html
23 http://www.fieldtomarket.org/fieldprint-calculator/
24 http://www.bakeryandsnacks.com/Markets/Cereal-blockbusters-America-s-top-10-best-selling-brands
25 http://investor.kelloggs.com/files/doc_financials/annual_reports/KELLOGG_12AR.pdf
26 http://ir.postfoods.com/phoenix.zhtml?c=250930&p=irol-newsArticle&ID=1762444&highlight=
27 http://adage.com/article/news/post-time-3-cereal-player-makes-bid-revival/232822/
28 http://www.generalmills.com/Home/ChannelG/on_biotechnology.aspx
29 http://www.cerealfacts.org/media/Cereal_FACTS_Report_2012_7.12.pdf
30 http://www.cerealfacts.org/media/Cereal_FACTS_Report_2012_7.12.pdf
31 http://www.centerforfoodsafety.org/ge-map/# and http://www.pccnaturalmarkets.com/sc/1305/countries_label_ge.html
32 http://www.forbes.com/profile/kendall-powell/ and http://www.generalmills.com/Company/Leadership/Kendall_Powell.aspx
33 http://www.cerealpartners.com/cpw/brands.html
34 http://europa.eu/legislation_summaries/consumers/consumer_safety/l32042_en.htm
35 http://www.behindthebrands.org/en-us/brands/general-mills/cheerios
36
October 2013
Authors & Acknowledgments
Report Authors: Elizabeth O’Connell (Green America)
Todd Larsen (Green America)
Ryan Beville (Green America)
Contributors and Editors: Alisa Gravitz (Green America)
Shireen Karimi (Green America)
Editors: Tracy Fernandez Rysavy (Green America)
Nancy Bach
Design and Production: Dennis Greenia (Green America)
Special thanks to Zuri Allen, Cheri Johnson, and John Roulac
About Green America & GMO Inside:
Green America is a nonprofit organization dedicated to creating a just and sustainable society by harnessing
economic power for positive change. www.GreenAmerica.org
GMO Inside is a campaign led by Green America to educate consumers about GMOs and to eliminate GMOs from the
food supply. The GMO Inside coalition includes Food Democracy Now, GMO Free USA, Institute for Responsible Technology, Label GMOs, Nutiva, and FoodBabe. To learn more please visit www.GMOInside.org.
DECEPTION AT GENERAL MILLS: The Real Corporate Social Responsibility Report for General Mills
37
Presented By
Green America is a nonprofit organization whose mission is to harness
economic power—the strength of consumers, investors, businesses, and the
marketplace—to create a socially just and environmentally sustainable society.
www.GreenAmerica.org