b"in terms of gene edited products: consumers want transparency, especially in areas such as food labels and information about the food theyre consuming. Communication about the science is just as important as the science itself, he says. Gene Edited SuccessesWhile some governments still arent open to the idea of gene edited products, in countries where gene edited products arePeople are hungry for innovation, and allowed, there have been successes in the food realm. The key? According to Nawn, you need to have a local presence ready totheres tremendous innovation thats back the product. coming in and consumers love it. For the most part, consumers told us that they trust their local food co-op, Nawn says. There was a level of distrust Megan Thomasamongst all age cohorts for government spokesmen about the safety of their food. I guess if I were designing a messaging cam-paign, I would start there not with traditional academics.One product was launched in Japanthe Sicilian Rouge High GABA tomato. This tomato from Sanatech Seed Co. was the first food to be considered as a CRISPR commercialized variety.The big thing about the tomato variety? According to Shimpei Takeshita, chief innovation officer of Sanatech Seed Co., the breeders were striving for a tastier tomato with increased health benefits. With the introduction of a high GABA tomato, they were able to achieve just that. Instead of focusing on the science, focus on ideas about nutri-GABA, for those unfamiliar with it, is a health-promoting func- tion or flavor, or even bigger, more societal ideashow gene tional substance its a gamma-aminonbutyric acid that is soldediting can help climate change and sustainability as well as food as a dietary supplement in many countries, including Japan.access. Takeshita says that the company looked at GABA specificallyBalancing that individual need in that larger community is because it's proven to suppress high blood pressure, which canimportant, she says. help prevent hypertension, stroke and heart attacks. While on this campaign and asking consumers about their As for their marketing approach, Takeshita says the companythoughts of gene editing, Pairwise took it one step further: they focuses on messages that provide scientific evidence.served free dishes of a gene edited leafy greens saladone Our marketing system is intended to help consumers makespecifically aimed at increasing the taste and nutrition of pre-informed choices about the food they eat, he adds. packaged salad mixes. Takeshita wasnt the only one who found success in terms ofConsumers are smart, Thomas says, adding that consum-gene edited food products. Other companies, like Pairwise, haveers want to understand the differences in their options in the also seen success by being transparent about their products. grocery stores between one prepackaged spinach and another. In a campaign called Conscious Greens to learn morePeople are hungry for innovation, and theres tremendous inno-about how consumers feel about gene edited products andvation thats coming in and consumers love it. How do we bring to showcase products they developed using gene editing that spirit of innovation into prepackaged salads? Differentiation Pairwise employees traveled to three locations in the U.S. And,is hard to produce. Gene editing unlocks all these opportunities from that campaign, Megan Thomas, vice president of marketingfor us to actually create that innovation from a technical stand-and communications of Pairwise, says theres plenty of opportu- point and deliver it for consumers.nities to educate.Particularly, Pairwise focused on increasing the flavor of more Only about 9% [surveyed] felt that they knew much aboutnutrient dense leafy greens, like spinach and kale, using mustard gene editing, she says. As we look at younger adults and thegreens as a flavor base. While in the field in Seattle, the Bay Area Gen Z who are just coming into adulthood, theres very differentand Austin, 3,000 people took a survey about the gene edited attitudes and behaviors. Its exciting to them. productonly 1% of people had concerns about the products Within those education opportunities, Thomas says thebeing made with gene editing. consumer needs to understand how gene editing technology isWhile gene editing might be a new technology to consumers, delivering on something important to them. How can you makeoverwhelmingly, it seems as if consumers are eager to try new that message more personal? innovations once they come to market.SWINTERNATIONAL EDITION 2023 SEEDWORLD.COM /45"