Whole Foods Market has dived into an anti-genetically engineered produce ad campaign.
The newspaper and radio advertising campaign, which will finish the third week of June, is running in the Southern California region, director of marketing Elizabeth Carolillano said. It states, "If you don't want to buy genetically engineered produce, hop on a flight to Europe or shop at Whole Foods Market."
The ad further claims that shopping at stores that concentrate on organic foods is the only way consumers can be assured they are getting produce that has not been genetically altered.
The chain of 74 natural food stores covering seven regions emphasizes organic produce.
The company's bold approach to organic produce calls genetically engineered products "science fiction business" and "buying certified organically grown produce is the only way to ensure you're getting food that has not been DNA tampered with."
The division plans to run another heavy ad campaign in early fall, Carolillano said. Though the chain has not determined the ad message, it will follow the same strategy that "unnatural foods are unappetizing," she added.
The current ad campaign has received "a great response. We're getting people talking and thinking about what they eat," she said.
