PTI recruits Rowland to allay GM food fears

DuPont subsidiary Protein Technologies International (PTI) has hired The Rowland Company to promote its non-genetically modified soya protein against a backdrop of fear over so-called Frankenstein Foods.

DuPont subsidiary Protein Technologies International (PTI) has

hired The Rowland Company to promote its non-genetically modified soya

protein against a backdrop of fear over so-called Frankenstein

Foods.



PTI claims to be the world’s largest provider of GM and non-GM soya.



The company has an 80 per cent share of the world non-GM soya protein

market, and 20 per cent of its income is from non-GM soya protein.



Work started last week on the account, which was won following a pitch

against Ogilvy PR Worldwide. The campaign will focus mainly on the UK,

but Rowland will also develop a pan-European public affairs and trade

campaign for the company’s Supro soya protein brand.



The campaign is a first for PTI, as the company has never hired an

external agency in the UK and Europe before. It comes as consumer

concern climaxes over the wide use of GM ingredients in processed foods,

particularly soya which is used in around 60 per cent of processed

foods.



Part of the PR brief is to dispel a widely held misconception that it is

not possible to separate GM from non-GM ingredients in foods.



Rowland will promote the company’s newly established identity

preservation system, which it claims ensures that soya protein has not

been genetically modified. PTI separates the growing, harvesting and

processing of the two types of soya. The account covers public affairs,

corporate, consumer and trade PR.



The main target audiences are the media, consumers and food and drink

industry opinion formers, including retailers and politicians.



Rowland managing director Robert Metcalfe said: ’At the moment it is an

information campaign about the ability of PTI to provide choice, GM or

non-GM, in a climate where it is normally perceived that it is not

possible.’



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