Marketing to the “GMO Sensitive”.ppt

CGCI Marketing to the “GMO Sensitive” Lynn Clarkson Clarkson Grain Co., Inc. August 2006 lynn@ Perspective – happy clients Why IP? Product distinction Process distinction Market access - GMO Traceability To get what you want when you want it and avoid what you do not want! Speaker perspective IP system, not commodity system Key factors Contract production Protected production Segregated storage 3rd party verification by tests and process audits Dear client, what do you want? I want X plus I want to avoid all GMO events Some GMO events I want A particular GMO event A set of GMO events I want to be informed -tolerances 0.0000% Mr. Han 5.0000% Mr. Tamai GMO challenges in pleasing client Contract standard – tolerance Prove compliance Seed Production Storage Handling and Shipping Transfer of ownership The most disciplined systems involve layered, overlapping, certified segregation audits and testing protocols. Every step involves costs and risks. Who pays? The Consumer GMO tolerance - examples Goal - max 0.1% GMO Official Europe Market Europe Challenge of multiple standards encourages default to toughest standard Increases costs for all Provides alternative market Korea Official - Zero Market - Games Process path – More games Unapproved (RiceLink) Perfection 0.0…00%? Impossibility System wide risk Prove GMO Compliance Testing techniques – client choice PCR (lab) ELISA (lab field tests) Bio-Assay (lab) Sampling/Testing protocols Single/multiple event focus Critical points Statistical validity Compliance: when, where? 3rd party systems for verification/certification Testing services Verification services Certification services Goal: Keep the client. Develop trust in certified, traceable system, dampen reliance on “THE TEST”! Seed tolerance for 0.1% client Very difficult to acquire appropriate seed. Breeding pools no longer pure. Who will guarantee? Cost? Extreme isolation Geographic regions Geographic separations Testing By lot By farm Production chal