Whole Foods Ramps Up Prop. 37 Support

What is Proposition 37? Click here for an overview.

With polls showing dwindling support for Proposition 37 just days before the Nov. 6 election, Whole Foods Market is ramping up its support for the ballot measure, which seeks to require food manufacturers to label genetically modified food (or GMOs - genetically modified organisms).

Whole Foods Market Co-CEO Walter Robb appeared Thursday at the Mill Valley Whole Foods, the site of the grocery store he started in 1992 before working his way up the Whole Foods hierarchy, to show support for Prop. 37. Robb, who has a home in San Rafael, bought Jerry’s Meats and Deli in the Miller Ave. location and sold the market to the Austin, Texas-based Whole Foods in 1992. 

Whole Foods officials formally announced the company's support for Prop. 37 in September. But as the election approaches, additional signage is going up at its stores and employees throughout the state have been trained on GMOs and the ballot measure, Robb said.

Robb told Patch that it’s unclear if Prop. 37’s passage would create a financial burden for Whole Foods, but nevertheless he said the company is “enthusiastically” supporting it because the company's major priorities include “transparency” and “customers’ right to know.”

That issue - the alleged cost of labeling foods containing genetically altered ingredients and manufacturers passing on those costs to consumers - has been a central argument by 37's opponents. Food giants like Monsanto, DuPoint, PepsiCo, General Mills and Kellogg have raised $44 million for No on Prop. 37 to pay for TV advertising making that case, while the Yes on 37 campaign has raised roughly $7 million, according to the Los Angeles Times.

Despite the uphill fundraising battle, Whole Foods has been working in partnership with the Yes on 37 campaign and helped start the Non GMO Project, Robb said.

He said Whole Foods carries 5,000 products that are verified by the Non-GMO Project and encourages other food makers to get verified. The USDA National Organic Standards also prohibit the use of GMOs, Robb said, meaning the company’s 365 Everyday Value organic products and other organic items are also GMO free. For Non-GMO month in October, Whole Foods had a three-day sale on Non-GMO Project verified items.

Prop. 37 will require manufacturers to spend some cash to change their labels, but Robb argued they won’t have to make the modification until 2014, which should provide plenty of time to adjust and may come at a time when they would already update labels.

Some have questioned the claim of increased costs. An analysis by the LA Times' opinion staff concluded that the labeling wouldn’t result in significant increases in food costs. “After all, food companies regularly change their labels in one way or another," the Times said. 

Whole Foods has put the bulk of its Yes on 37 efforts into social media and also has some radio ads that will become more prevalent in the days before the election.

To date, it hasn't been enough to sway public opinion. A recent poll by the California Business Roundtable and Pepperdine University School of Public Policy revealed 39.1 percent of likely California voters support the Prop. 37, according to the LA Times. The poll also found that 50.5 percent oppose the labeling and 10.5 percent are undecided. 

GMOs are created by gene splicing techniques. Opponents argue it creates unstable combinations of plant, animal, bacterial and viral genes. GMO labeling is mandatory is almost 50 countries in the world.

According to the nonprofit Non GMO Project, “high-risk crops” that are .

Are you in favor of Prop. 37? Tell us why or why not in the comments. Here's what some Napa Valley Patch users have said:

• Napa Letter: "Vote Yes on Proposition 37"
• Napa Letter: "I am Voting YES on Proposition 37"
• Napa Letter: "Let's Vote Yes on Proposition 37"
• Napa Letter: Anti-Prop 37 TV Ads are "Outright Lies"
• Napa Letter: "Prop 37 Labeling Should be Required" to Force Research

Stay Patched in! Follow Napa Valley Patch on Twitter | Like Napa Valley Patch on Facebook | Sign up for the daily email with links to the latest news | Got something to say? Start a blog and share your views.