As this issue went into production, Oregon voters had soundly defeated Ballot Measure 27, the first state referendum that, if passed, would have required labeling of food items produced through genetic engineering. But don't expect this win by labeling opponents to put the issue at rest. Consumers remain concerned about food safety, even though nearly three-fourths of all processed foods already contain genetically modified ingredients, with no reported links to health problems of any sort.

To see just how well organized proponents of labeling are getting, visit www.thecampaign.org, a highly professional Internet effort of The Campaign to Label Genetically Engineered Foods. These folks are offering a 36-page Take Action Packet illustrated with the American flag for $2 (with quantity discounts) giving supporters step-by-step instructions for contacting the press, legislators and other centers of influence.

Agribusiness isn't sitting still, of course. In fact, anti-labeling biotechnology giants, including Monsanto Company and Kraft, reportedly spent $40 in Oregon for every $1 spent by Measure 27 activists. Yet, money can't always turn the vote. It's one reason we're pleased to see that national ag associations are initiating more online programs to educate growers about compliance and quality control. Growers and agribusiness both have a lot to learn to meet the demands of increasingly regulated markets.

We would like your thoughts on food labeling or other industry issues. Contact me at roross@primediabusiness.com.

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