The document discusses strategies for scientists to communicate effectively with the public about genetically modified foods and biotechnology given that public records laws have been abused by activists to intimidate and harass scientists. It provides recommendations for scientists to be transparent in their work, emphasize shared values with the public around issues like health and the environment, and highlight examples of how biotechnology has benefited farmers and consumers. The document also outlines missed opportunities from biotechnology research that has not reached the public due to opposition.

1. Public records abuse – a new
weapon in the war on GMO science
Kevin M. Folta
Professor and Chairman
Horticultural Sciences Department
kfolta.blogspot.com
@kevinfolta
kevinfolta@gmail.com
www.talkingbiotechpodcast.com

2. Foodbabe.com

3. This is the climate we are in.
We cannot succumb to this
We need leadership from our university admins
We need national leadership from our
organizations

4. We need more scientists engaging the
public
We need more academic scientists
involved in the discussions
Broader participation by experts in plant
breeding, genetic engineering,
insecticides, herbicides, production
methods, etc. Social scientists!

5. We need to be trusted.
Not just transparent OBVIOUS
Not just telling the truth TELLING EVERYTHING
Not just interacting LEADING
Not just observing PARTICIPATING

6. How do we change the perception?
Identify the problem. Own it. It is OUR fault.

7. Starting with Reminding Everyone we have it
Pretty Good
Our food supply in the USA has never been more
diverse, safe and plentiful.
Food costs, as a function of annual income, have never
been lower.
The fact that 99% of the country does not have to
produce food, means there’s plenty of time for other
innovations, leisure, etc.
Acknowledge their concern, and understand why it is
real.

8. Reminding them that they are warm and competent,
Trusted.

9. Biotechnology Communication
Dietitians and
Physicians
Farmers and
Producers
Scientists
and Students
Emphasize their role as
a human contact point.
Emphasize that they
share their priorities of
health and fitness with
audience.
Remind them that
science-based
applications will drive
their reputations.
Emphasize their role as
the expert in the
seed/inputs
Remind them that they
are not fairly
represented in social
media space.
Remind them that
someone else is telling
their story, and may
affect long-term
options.
Emphasize their role as
the experts in science
Remind them that their
projects are DOA
without communication.
Remind them that
funding options will
change if they fail to
participate in the
discussion

10. Biotechnology Communication
Dietitians and
Physicians
Farmers and
Producers
Scientists
and Students
Appeal to the need for
new health solutions
Talk about new
products that could
make their jobs less
difficult.
Inability to deploy their
solutions.
They are taking over
your literature
Their bad science
decreases the value of
your good science.

11. Free Time + Internet Connection = Instant Experts!
Never before in history have
humans enjoyed such
immediate access to bad
information.
Activists have invaded your
literature.
One-off studies with limited
power are over-interpreted

12. Why is there even a problem?
We need to
understand
food, farming
and technology!
We’re actually
farmers, producers
and scientists, but
we’re too busy.
How can we help
you? We’re sorta
farmers, producers
and scientists.

13. Here’s how we fix it.
1.Understand your audience
2.Dispel the appeal to nature
3.Establish your shared values
4.Identify recombinant DNA successes
5.Simplify the science, know the core
concepts
6.Emphasize missed opportunities

14. Relativenumberinpopulation
Relative scientific understanding
Nonexperts
Farmers,
scientists,
Etc.
MOST PEOPLE!!!!
FEAR FACTS

15. YOUR AUDIENCE
NOT
YOUR
AUDIENCE
1. Understand your
audience

16. WHO IS YOUR AUDIENCE?
The center of the curve is composed of people that
don’t know about food production, farming, and
science.
They are concerned about food.
Be a teacher. Don’t be a condescending scientist.
Lead with personalization.

17. 2. Dispel the
appeal to nature
Remind audiences that genetic
improvement of food is a
continuum.
Almost none of the plants we
regularly consume originated in
North America. Almost all were
brought here by humans.
None of the food you eat is like
its “natural” form
GM technology is simply the
most precise version of an age-
old practice of breeding and
selection.

18. Humans have always manipulated crop genetics

19. All existing crops and animals
have been radically reshaped by
humans, to enhance performance
that has aided the human
condition.

20. 3. Identify and Appeal to Shared Values
FACTS DON’T MATTER.
You have to start from SHARED VALUES.
What are some common themes shared by those that
embrace the technology and those that deplore it ?
The human brain responds to stories. Tell yours.

21. Shared Values? Millennial Priorities
FarmersDeveloping World
The NeedyFood Safety
Environment
Consumers
Animal Welfare

22. 4. Identify Recombinant DNA Successes
This is not “new and weird”
Discuss unfamiliar legacy examples- like insulin and
cheesemaking enzymes that have rDNA origin
Papaya. Industry saved from Papaya Ringspot Virus
In agriculture, the technology has allowed farmers to
produce the same yields with fewer inputs… less
insecticide and lower impact, lower toxicity herbicides
The most criticized technology is the most precise and
predictable one

23. 5. Simplify the Science, Know a Few Core
Concepts
Humans have always participated in plant and animal genetic improvement.
Transgenic technology (familiar “GMO”) is a precise extension of
conventional plant breeding.
“The techniques used pose no more risk (actually less risk) than
conventional breeding.” (NAS, AAAS, AMA, EFSA many others)
In 18 years of use in plants, there has not been one case of illness or death
related to these products. No approved animals.
In the USA there are several traits used in only 8 (- +) commercial crops

24. GM Crops Available Now
10
potato
apple

25. What are the Three Main Traits?
Virus Resistance
Insect Resistance
Herbicide Resistance
(how the traits work lecture online – (google “ UF biotechnology literacy day”)

27. Glyphosate resistant and insect resistant crops,
while helpful to farmers, do not warm the hearts
and minds of the general public
These are not “Big Ag”– these are solutions we
have in public universities, solutions the public
paid for, can’t be used.
Talk about how your science, your colleagues’
science, your field can satisfy your shared values
6. Emphasize missed opportunities.

28. Golden Rice
X
Farmers
Consumers
Environment
Needy
Opposition to golden rice cost $2 billion to
farmers in developing countries and 1.4
million human years – Wesseler et al., 2014

29. Cassava
Virus Resistant Cassava (VIRCA)
Biocassava Plus (BC Plus)
250 million depend on cassava
50 million tons lost to virus.
X
X Farmers
Consumers
Environment
Needy

30. Episode 003

31. Allergy-Free Peanuts
Peanut – RNAi suppression Ara h2
X
Farmers
Consumers
Environment
Needy

32. Stopping Citrus Greening
90% of groves infected
No clear solution from
breeding, nutrition, insect
control
Industry crashing
Biotech solutions look
promising.
Earliest deregulation is 2019
Episode 013 (planned)
X
Farmers
Consumers
Environment
Needy
X
X

33. GE chickens do not pass on Avian Influenza
Episode 007
X
Farmers
Consumers
Environment
Needy
X
X
X
X Animal welfare

34. AquaBounty Salmon – attains market weight in less time.
Salmon may be farmed on inland pools, generating high protein food
on fewer inputs.
Episode 008
X
Farmers
Consumers
Environment
Needy
X
X
X
X Wild populations

35. Thanks Alison Van Eenennaam for the slide!
Farmers
Consumers
Environment
Needy
X

36. Low Acrylamide, non Browning Potatoes
X
X
Farmers
Consumers
Environment
Needy

37. Non Browning Apples
Silencing a gene that leads to discoloration
X
X
Farmers
Consumers
Environment
Needy
Small Business!X

38. X
X
Farmers
Consumers
Environment
Needy
X
Fungicide-Free Strawberries?
Silva et al., 2015

39. Biofortification- Engineering metabolism so that
plants can produce needed compounds
Beta carotene
Micronutrient deficiency
Folate
Anthocyanin
High oleic soy oils

40. Allergy-Suppression
Using technology to remove potential allergens and anti-nutrients

41. Decreasing toxic compounds
Low acrylamide potatoes
Decreased presence of
acrylamide, a naturally-
forming compound upon
frying/high heat cooking
Low gossypol cotton seed
Cotton seeds contain high protein, but are
not used in the human diet because of
gossypol. Transgenic plants have been
made with low gossypol levels.

42. Better performance from standard varieties
Non-browning apple
More likely to be eaten, can be used
in wider recipes and food service
application
Non-browning potato
More potatoes from the same
amount of farm inputs

43. Avoid these Mistakes
Avoid “feed the world” rhetoric– Provide specifics.
Always discuss strengths and limitations
Don’t ever claim biotech as a single solution, described it as
part of an integrated plan.
If you don’t know an answer, don’t give one!! Find out!
It is not enough to practice normal disclosure- go overboard.
Never get backed into the “science no”
“Can you guarantee that these are absolutely safe?”

44. Here’s how we fix it.
1.Understand your audience
2.Dispel the appeal to nature
3.Establish your shared values
4.Identify recombinant DNA successes
5.Simplify the science, know the core
concepts
6.Emphasize missed opportunities

45. “Don’t complain that your
nose hurts when you stick
your damn face in the fan.”
-- Grandpa Folta

46. Transparency Laws- New ToolsTransparency Laws- New Tools
in the War on Sciencein the War on Science
Actually not terribly newActually not terribly new
Can open researchers to turn over allCan open researchers to turn over all
emails, written records, files, laboratoryemails, written records, files, laboratory
notesnotes
No protections, exemptions in many statesNo protections, exemptions in many states

47. Why is a good thing likeWhy is a good thing like
transparency a problem?transparency a problem?
Transparency is not the problem, it is theTransparency is not the problem, it is the
abuse of the system that is the problem.abuse of the system that is the problem.
Unbridled turnover of documents invitesUnbridled turnover of documents invites
construction of false narrativesconstruction of false narratives
““Cherry-picked” quotationsCherry-picked” quotations
Damaging constructs that are permanentDamaging constructs that are permanent

48. EffectsEffects
Activists use media to foment anger andActivists use media to foment anger and
response to scientistsresponse to scientists
– IntimidationIntimidation
– HarassmentHarassment
– ImpersonationImpersonation
– On-line hasslesOn-line hassles
– Account hackingAccount hacking
– ThreatsThreats

49. DamageDamage
Spiral of SilenceSpiral of Silence
Young faculty don’t engageYoung faculty don’t engage
Activist voices run unopposedActivist voices run unopposed
MOST OF ALL – the public loses the mostMOST OF ALL – the public loses the most
trusted stewards of objective information.trusted stewards of objective information.
Technology is not deployed to solveTechnology is not deployed to solve
problems.problems.

50. How Do Scientists Survive inHow Do Scientists Survive in
the FOIA-Abuse Age?the FOIA-Abuse Age?
The problem is not transparency. It is theThe problem is not transparency. It is the
abuse of transparency.abuse of transparency.
Strive for new levels of transparency andStrive for new levels of transparency and
disclosure.disclosure.
““Transparent” is not enough. You must beTransparent” is not enough. You must be
obvious, and leave a trail.obvious, and leave a trail.
Don’t change what you do, email habits,Don’t change what you do, email habits,
etc.etc.
perception beats realityperception beats reality

51. How Do Scientists Survive inHow Do Scientists Survive in
the FOIA-Abuse Age?the FOIA-Abuse Age?
Work above the frayWork above the fray
Remember your audience, who do youRemember your audience, who do you
wish to influence?wish to influence?
Learn your state’s disclosure rulesLearn your state’s disclosure rules
Talk to your administrationTalk to your administration

52. Solutions to FOIA-AbuseSolutions to FOIA-Abuse
Like patent trolls brought on reform ofLike patent trolls brought on reform of
patent law, perhaps FOIA abuse will bringpatent law, perhaps FOIA abuse will bring
reform.reform.
– Require probable causeRequire probable cause
– Limits on how information may be usedLimits on how information may be used
– Severe repercussions for using acquiredSevere repercussions for using acquired
information in malicious ways that harm thoseinformation in malicious ways that harm those
surrendering documentssurrendering documents

53. Solutions to FOIA-AbuseSolutions to FOIA-Abuse
Truth and Transparency FatigueTruth and Transparency Fatigue
– Everyone participateEveryone participate
– Everyone beyond transparentEveryone beyond transparent
– Everyone put all documents into public spaceEveryone put all documents into public space

54. Solutions to FOIA-AbuseSolutions to FOIA-Abuse
Truth and Transparency FatigueTruth and Transparency Fatigue
– Everyone participateEveryone participate
– Everyone beyond transparentEveryone beyond transparent
– Everyone put all documents into public spaceEveryone put all documents into public space
Support those under attackSupport those under attack
– Encourage national organizations to take a standEncourage national organizations to take a stand
– Insist national science communicators take positionsInsist national science communicators take positions
– Insist journalists start to ask questions of others thatInsist journalists start to ask questions of others that
hide behind non-disclosure situationshide behind non-disclosure situations

55. ConclusionsConclusions
DO NOT let my situation scare you away fromDO NOT let my situation scare you away from
engaging a concerned public.engaging a concerned public.
STUDY how to effectively communicate and doSTUDY how to effectively communicate and do
so as a teacher, not as a scientistso as a teacher, not as a scientist
REMEMBER that the times will be painful, butREMEMBER that the times will be painful, but
the truth eventually winsthe truth eventually wins

56. Where do I get good information?
Warm welcome Cold facts
kfolta@ufl.edu
GMOanswers.com
Biofortified.org
geneticliteracyproject.com
GMOLOL
On
Facebook
Illumination

57. Thank you,
Get involved!
kfolta.blogspot.com
@kevinfolta
kevinfolta@gmail.com
Follow FOIA developments using #Science14
www.talkingbiotechpodcast.com
iTunes, Stitcher, Player FMwww.talkingbiotech.com
Intensive workshops at your
university or company, at low /
no cost to you.

58. “Don’t tell me it can’t be done, tell
me what to do and help me do it.”