GMO Risks and How to Avoid Them

By Rani Bhattacharyya Community Economics Extension Educator , University of Minnesota Extension- Center for Community Vitality | August 26, 2012

With genetically modified foods entering consumer markets again this summer, the hospitality and food service industries need to decide how much liability they are willing accept concerning the risks that Genetically Modified Organisms (GMOs) pose to the public. To explore this issue, this article is divided into three sections: 1) what GMOs are and how they are regulated, 2) a listing of health risks that GMOs pose to your guests, and 3) strategies that hotels can use to avoid liability for these risks.

Definitions and Regulation

Silence concerning GMOs in the US is due, in part to a failure of federal regulators to establish a definition for GMOs that aligns with those used by the rest of the world. According to the USDA, FDA and EPA a Genetically Modified Organism (GMO) refers to organisms that have been altered by traditional breeding techniques or by molecular Genetic Engineering Methods (GEM). The EU and other countries however use the term GMO to refer specifically to products created from molecular genetic engineering (or bioengineering) methods developed since the 1970s. In this article, will use the international concept of GMOs. Anger over GMOs has also arisen since there is very little if any independent scientific information concerning the long-term effects on both humans and the environment resulting from production and consumption of newly engineered products. In the absence of providing farmers, biotech companies and the public a common language with which to develop a regulatory framework to "protect and promote our health", the FDA and other agencies are essentially refusing the American public the right to know what they are eating.

For a GMO crop to enter into production and the US marketplace, each of these agencies does have procedures for evaluating the risks posed by each product. In practice however, many of the trial GMO studies required by the USDA have failed to "contain" modified genetic material within trial plots, resulting in contamination of adjacent fields owned by farmers not participating in the studies. The farmers, in turn, are then being sued by biotech firms for infringing on intellectual property rights of the firms. The EPA also now lists proprietary GMO corn, cotton and potato varieties as (toxins) since they now contain chemicals used as herbicides and insecticides.

The FDA encourages voluntary consultations with companies developing GMOs, but law does not require formal product reports before they are cleared for industrial applications or sale.

Within this patchwork, three phases of genetic engineering have already been initiated since the 1990s. The first phase included crops now on the market and focused on increasing crop resistance to insecticides, herbicides and fungal/viral infections. The second phase is focused on ramping up plant resistance to extreme temperature and soil conditions and improving nutrient content. The third phase is working to develop crops that contain pharmaceutical additives like hormones and vaccines. While these scientific efforts have the potential to alleviate many of the worlds health issues and food shortages, the proprietary nature of the research and patenting being done by biotech companies leads many to believe their true aim is to monopolize both the world's agricultural resources and food supply.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.