Coop is a large national grocery retail company that runs close to 660 grocery stores of different brands all across Sweden. They are owned by The Swedish Co-operative Union and The Consumer Association Stockholm. In 2015, their grocery stores sold items to a value of almost 17.3 billion Swedish Crowns (about 2.1 billion USD).
In 2015, Coop launched a fear-based and misleading pro-organic attack ad called “The Organic Effect” against conventional agriculture. They selected a single family with two adults and three children and had them eat organic food for two weeks. They measured conventional pesticides in their urine before and after those two weeks. Before they started eating organic food, researchers at IVL Swedish Environmental Research Institute (represented by Jörgen Magnér) found insecticides, fungicides and straw-shortening agents (~5 nanograms/milliliter). Afterwards, these conventional pesticides had allegedly disappeared.
The family in the video thought it was really disgusting to eat insecticides and felt very happy afterwards. Magnér claims that scientists know very little about the long-term effects of eating foods that have been exposed to pesticides and points out that combinations of chemicals can sometimes be worse than either of them on their own. The video finishes with the mother saying that her first reaction to the results from the urine tests is that she thinks of the children and that she never wants those chemicals that now have left their bodies back.
During 2015, Coop increased organic food sales by almost 20%. It is of course difficult to attribute all of this to the advertisement campaign, but it is reasonable to suppose it was not a complete failure. The Youtube video (see references and further reading section) of the advertisement has been seen almost 5.5 million times on Youtube.
Why is the “The Organic Effect” Marketing Campaign Scientifically Misleading?
This commercial is highly scientifically misleading for a number of reasons:
1. It only tested pesticides used in conventional agriculture and completely ignored pesticides used in organic agriculture (such as copper and iron sulfate, pyrethrines, sulfur, azadirachtin, spinosad etc.). Had they also tested organic pesticides, they probably would have found that those would increase when the conventional pesticides declined. They also never tested e. g. fungal toxins and other toxins that pesticides protect against.
2. The residual amounts detected are extremely low, only about 5 nanogram per milliliter from their charts.
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