McDonald’s Rejects GMO Potatoes, Will Consumers Be As Picky?
McDonald’s has rejected a line of GMO potatoes called Innate, even though the new GMO crop is approved by the USDA and reportedly healthier than normal spuds. The potato’s architects at J.R. Simplot Co are no doubt disappointed, but will still try to bring their potatoes directly to the American consumer.
Have you ever noticed how pre-cut potatoes in the grocery store are always frozen?
The reason is simple: potatoes turn brown shortly after cutting. As Mother Jones reports, Simplot figured out how to prevent browning by genetically modifying potatoes, creating Innate. Innate is also more resistant to bruising and black marks than standard potatoes, and contains one more trait that would make it an especially healthy option for McDonald’s.
When cooked at high-temperature, like when deep-fried to make french fries, normal spuds release acrylamide, believed to be a human carcinogen. However, the Innate potatoes release significantly less of that chemical, making them slightly safer for consumers, according to NBC News.
So with all these fantastic traits, why is McDonald’s still saying “no”? The company did not cite a specific reason other than sourcing GMO potatoes is against its policy.
According to a company statement, “McDonald’s USA does not source GMO potatoes, nor do we have current plans to change our sourcing practices.”
Nevertheless, as Mother Jones points, out McDonald’s has been plagued by declining sales and questions about its food’s quality. The documentary Super Size Me, which at one point shows that McDonald’s food does not decompose in a reasonable amount of time, still haunts the major franchise.
As a result, the company seems intent on squashing any and all food scandals before they gain momentum. According to Time, when rumors circulated that McDonald’s chicken McNuggets were made from a “pink goop,” the company’s media teams released a video showing the actual process by which chickens are made into nuggets. Likewise, the McDonald’s began rejecting the beef addictive “pink slime” once consumer awareness began to build.
By rejecting the GMO potato Innate, McDonald’s is likely trying to prevent another fiasco, this time against the anti-GMO folks.
As expert Duane Grant told CBS News, “brand equity is extremely important to quick-serve restaurants. They will avoid conflict whenever possible in order to protect equity of their brand name.”
The blow has left Simplot bruised, unlike its potatoes. The company has spent 14 years trying to perfect its spud. According to the GMO lobbying group Croplife International, a single GMO crop can take $136 million to develop.
Still, it’s not like McDonald’s is the only big buyer out there, it’s just one of the biggest, buying 3.4 billion pounds of potatoes annually. The next step for Simplot may be to bring its GMO crop straight to the consumers by selling non-frozen pre-cut potatoes.
Unlike McDonald’s, consumers may not know they’re buying GMO potatoes since the FDA does not require GMO labeling on products. Plus, not only will they not turn brown, there will be less carcinogens with every bite.
[Image Credit: Ka Ho Fa Yuen/Wikimedia Commons]
