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
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
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