SAN FRANCISCO -- In the hours after the Food and Drug Administration gave the go-ahead to Calgene to market its Flavr Savr tomato, the general feeling in the food industry about the future of the new bioengineered tomato seemed to be "wait and see."
Industry leaders contacted by SN last Wednesday were reluctant to express even the ubiquitous "cautious optimism" for the future of the Flavr Savr.
They said the future success or failure of the tomato, the nation's first genetically engineered whole food, hinges on consumer acceptance -- not a retailer's decision to carry the product.
"Each one of our divisions will make a decision as to whether or not they want to carry it," said Paul Bernish, director of public relations for Kroger Co., Cincinnati. "Some will at least try it on a trial basis. But customers will make the ultimate decision. It will rise or fall on whether or not consumers think it tastes good."
In addition to taste, consumers no doubt will be influenced by their fear, which is a result of a fundamental lack of knowledge of biotechnology, according to Carol Scroggins, president of Consumer Voice, Oklahoma City.
"If consumers don't understand it, they don't accept it," said Scroggins, who serves as a consumer affairs adviser to several supermarket companies.
"The general public still has a problem with new technology. There is still a great deal of reluctance to accept technology as it is related to food. It's really scary because we're not a scientific public. There's a need for scientific education. We've got a long way to go," she said.
Scroggins added that if the news media jumps on the issue the way they covered bovine somatotropin and milk, then consumers will be even more reluctant to accept the new tomato.
"I don't think the general public will become alarmed unless the press makes it an issue," she said. "We create distrust in the safety of the food supply every time an issue comes up.
"I hope retailers make a proactive statement and say to consumers that it is a safe product. I hope that they will not be pushed up against the wall."
"It will be interesting to see what happens," said Jean Story, director of consumer affairs at G&R Felpausch, Hastings, Mich. "Based on my experience with BST, I hope the consumer reaction is not the same. I think it may be more acceptable than BST." Kroger's Bernish agreed that the Flavr Savr tomato will probably be more acceptable than BST.
"It's probably premature to say for sure, but BST had vocal critics before it was approved," Bernish said. The benefits of BST are "not immediately apparent to consumers. They need to take the word from the government that it's safe. In the case of the Flavr Savr tomato, its alteration allows it to be fresher longer. So it gives the perception of an immediate value. I don't think it will be any different than something like hybrid corn."
But at least one tomato grower thinks that even if consumers don't react negatively to the issues around biotechnology, Calgene will have a tough time marketing its tomato because of its projected higher price.
"I wish Calgene the best of luck in making money in a difficult industry," said Jon Esformes, vice president of marketing at Pacific Tomato Growers/Triple E Produce, Palmetto, Fla. "They really only address the top 1% of consumers in the marketplace because of the higher cost at retail as a result of the higher cost of production.
"The key to our industry is that we have to make money," said Esformes, whose 70-year-old company ships 15 million boxes of tomatoes annually. "I don't think they'll be able to make money in the produce industry. I don't think they'll have any impact on the industry at all. It will be inconsequential."
