Before we talk about the New MacDonald video, let's acknowledge the obvious: All organic-food marketing is comparative marketing. Explicitly or implicitly, organic marketing touts organic agriculture as superior to conventional agriculture.

It has to. The only reason to pay more for organic food is if you believe it's somehow better -- better for your health, better for the planet, better for whatever reason. Encouraging that belief is the organic marketer's job.

But is it the organic marketer's job to attack conventional agriculture? What if the attack blurs the line between legitimate criticism and misrepresentation? What if the attack is emotional rather than factual? Those are among the questions the New MacDonald video (http://tiny.cc/) raises anew.

New MacDonald paints a toxic picture of conventional agriculture. It depicts a troupe of children wearing straw hats and un-tucked shirts singing a takeoff on "Old MacDonald Had a Farm." As they sing and sway, other children prance across the stage, acting out the song. At one point the prancers wear hooded protective suits, gas masks and scuba-like tanks and spray billowing white puffs at tall plant stalks. The troupe sings:

"And on that farm he sprayed some crops

E-I-E-I-O.

With some GMOs here and a pesticide there

Here a spray, there a spray

Everywhere a spray spray"

Suddenly a small yellow plane gliding down a rope on pulleys bombs the stage with more spray. A white cloud envelops the world. The piano thunders a dissonant chord, then pauses. Children shriek and flee, waving their straw hats at the cloud as they evacuate.

Excerpt from:
Old, Old MacDonald Never Excited This Kind of Controversy

Kolkata, March 27 (IANS): The growing demand for ready-to-eat food products coupled with rising preference for natural or organic food ingredients will grow at a compounded rate of 12 percent and drive the food additives market in India over the next five years, a research firm said on Friday.

According to a report from TechSci Research, the growth in per capita disposable income and rising urban middle class population are among the key market contributors which will drive the growth.

"India has been witnessing significant rise in food consumption level, prevalence of processed and packaged food, convenience food, alcoholic and non-alcoholic beverages, bakery items, ready-to-eat food products and cereals. These trends are expected to drive remarkable growth in the demand for food additives in the country over the coming years," the report said.

According to the report, due to cultural and regional diversities, the pattern of food consumption is not uniform in India resulting in the western region generating the highest demand for food additives.

"The region is expected to continue spearheading the market due to the presence of a large number of food and beverage manufacturing companies in the states of Gujarat and Maharashtra," it said.

"Indian food additives market is dominated by the flavours segment due to their substantial use in beverages, savory items and cereals. With rising incidences of health problems like diabetes, consumers are also shifting towards all-natural, low calorie sweeteners such as Stevia. As a result, sweeteners are most likely to witness faster growth over the next five years and emerge as the leading segment in India food additives market through 2020," said research director at the firm Karan Chechi.

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Link:
Indian food additives market to grow 12 percent CAGR