In response to charges from an organic-industry “watchdog” of “misleading and
unethical” claims in its new EarthGrains campaign, Sara Lee has changed some
language on the brand’s Web site and issued a clarification statement.
The Cornucopia Institute, a Wisconsin-based nonprofit farm policy research
group, Monday issued a press release slamming the brand’s campaign, which
focuses on EarthGrains’ use of a new “Eco-Grain” as a flour ingredient, with the
tagline, “The Plot to Save the Earth, One Field at a Time.”
Charlotte Vallaeys, a food/farm policy analyst for the institute, labeled the
campaign 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.”
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