Europe's largest dairy producer launches major GM-free ad campaign
Campina claims "GM-free"
Translated by TraceConsult, Switzerland
*Farmers for Europe's largest dairy producer talk on TV commercial about traditional feeding methods without the use of GMOs
Heilbronn, 2 March 2009 - Europe's largest dairy producer, Campina, is the first food manufacturer to use Germany's recent law to make a positive claim of "ohne Gentechnik" (German for "GM-free") on a major brand. Already since last October, all of its drinking milk on retailer shelves carries this claim.
The company kicked off a major advertising campaign last night on its Landliebe brand website. A nifty little commercial placed conventiently right on the http://www.landliebe.de/ homepage has authentic dairy farmers talk about the authentic and traditional feed plants used for their cows' feed rations. For authentic everything is: The Campina concept avoids any soy ingredient in the compound feed; the cows eat primarily feed that has been cultivated in Germany traditionally, e.g., grass, rapeseed or lupine. This way not even the risk of any GMO contamination of soy meal can arise.
Nevertheless, this bold move is likely to have an impact on the many dairy producers in and around Germany. Most do use soy meal in the feed for their cows.
Campina has found its own way to claim "GM-free", but many smaller dairy producers (as well as producers of poultry and other animal products), for years, have made use of the conveniently certified Non-GMO soy meal from Brazil and also from India. IP systems with fully documented traceability enable batch certification that allows for the same "GM-free" claim the Campina concept uses.
With the major player in the court leading the way, others are likely to follow, be it that they now also show the positive claim they have already earned on their product and in their advertising or that they make the relatively small adjustments it takes in their procurement to allow for the claim as well.
If you read German or simply enjoy good commercial art, view the superb art of the Landliebe marketing campaign poster at http://www.landliebe-milchqualitaet.de