Photo by Reuters. In the creeping corners of organic vegetable stands and the shadows of specialty stores lurks a very disturbing creature. Willowy in form with daunting pale skin, it sniffs and picks through an assortment of produce, eyeing each one like a hawk.
“Monsanto,” someone murmurs.
Just a whisper of the company’s name is enough to send the sallow, beady-eyed creatures to the darkest corners of the organic produce section. “Monsatan,” they hiss back, clinging to a GMO-free bag of lentils in efforts to ward off evil.
Sound melodramatic? Take a stroll through social media sites the crop technology company has a presence on and your faith in humanity will quickly be diminished.
Death threats, personal attacks, vulgar language, rants, uncited statistics, and mutant-horror stories grace the comment section of each post – and they’re all irrational. Together these trolls hide behind their computer screens and social media handles in swarms. Thousands more band together in national marches. They “March Against Monsanto” in the hallucination of their versions of health, environment, sustainability and safety – leading a crusade of hate and harassment on an entire company.
“HELL NO, GMO’s,” they wail and scream at the top of their exasperated lungs while clenching posters plastered with diminishing messages and propaganda against the company.
This rage they spew is directed at a company they benefit from when relying on having enough food to put on their table, because even in a perfect world, organic farming could never fully support the growing population.
Still, it isn’t surprising the agricultural company landed third from the bottom of America’s top 60 most visible companies – barely above BP and Bank of America. Ironically, their hipster antithesis marketer, Whole Foods, is sitting high at eighth from the top.
Harris Poll, which utilized The Reputation Quotient Research Instrument by The Nielsen Company, measured:
- Social Responsibly – Supports good causes, environmental responsibility, community responsibility
- Emotional Appeal – Feel good about, admire and respect, trust
- Vision and Leadership – Market opportunities, excellent leadership, clear vision for the future
- Financial Performance – Outperforms competitors, record of profitability, low risk investment, growth prospects
- Workplace Environment Products and Service – Rewards employees fairly, good place to work, good employees